Marketers guide to ipad for business presented by Brian Giesen of Ogilvy, Mike Boyd of Alpha Salmon and James New from Citrix Online.

1. The Marketer’s Guide
To iPad for Business
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2. Meet Your Moderator
James New
APAC Marketing

3. How to interact today
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4. Twitter Hashtag
#iPad4biz

5. Meet Your Speaker’s
Brian Giesen | @bdgiesen Mike Boyd | @mike_boyd
Regional Director, Sydney Managing Director
Ogilvy 360°Digital Influence AppCast Pty Ltd

6. The
Marketer’s
Guide to iPad
for Business
Presented by Ogilvy 360°Digital
Influence and AppCast
11 August 2011
Confidential 11/08/11

7. AUDIENCE POLL
Do you own an iPad?

8. The iPad landscape

9. More than 17 million iPad/
iPad2 units sold worldwide!
Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/

10. 8% of online Australians
own a tablet device!
Source: Nielsen Online, Lillian Zrim

11. In U.S., 500,000 iPad2ʼs sold on
the first day, 70% to new users!
Source: ipadforums.net, Reuters

12. On March
25, iPad2
went on
sale in
Australia,
selling out
within
hours!
Source: International Business Times

13. Market Growth of Tablets
242.3
Million
Sydne
sold in
2015
y
19.7
Million
sold in
2010
Source: isuppli.com, itp.net

14. 87%
of
iPad
owners
use
it
every
day
35%
39%
Source: btrax

15. iPad
Sta1s1cs
15
59
90
15MM
iPad
already
90%
tablet
units
sold
available
in
market
in
2010
59
countries
share
Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com

16. iPad
in
the
Enterprise
50
50%
of
Fortune
80
80%
of
Fortune
100
using
iPad
500
deploying
or
commercially
pilo1ng
iPad
Source: zdnet.com, dashboardinsight.com

17. 10 10 bn
App
Economy
8
Available Apps
400
Thousand
200
Downloads (Billion)!
6
0
Jul-06 Jan-07
Apple Android
4
2
0
0 1 2 3 4 5 6 7 8 9 10
Quarters after launch!
Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com
Apps iTunes

18. Nearly
half
of
mobile
traffic
occurs
on
iPad
Mobile Traffic Report from Forrester Retail Site
10.3%
iPad
iPhone
iPod Touch
45.5% Droid
Blackberry Tour
Blackberry Onyx
Samsung Moment
33.1%
Other Mobile
Source: Forrester, February 2011

19. Mobile
share
of
web
use
on
the
rise
Visits to Business Insider From Mobile Devices
(Share Of Mobile Visits Per Device)
60%
50%
iPhone
40%
30%
Android
iPad
20%
Mobile Share of Total Visits
10%
iPod
Blackberry
0%
July '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11
Source: Business Insider, May 2011

20. iPad
users’
percep1on
of
mobile
adver1sing
• More receptive to ads than other device users!
!
• Enjoys interactive ads!
!
• Looks more at ads with video!
• Appreciates innovative advertising methods!
!
• More likely to make a purchase after viewing an ad!
Source: The Nielsen Company

21. The Australian Mobile Audience Landscape
400000
90000000
350000
80000000
70000000
300000
60000000
250000
50000000
200000
Ave
Daily
UB
40000000
PI
150000
30000000
100000
20000000
50000
10000000
0
0
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
09
09
09
09
09
10
10
10
10
10
10
10
10
10
10
10
10
11
11
11
11
11
Source : Nielsen Market Intelligence, Mobile content, Total Traffic May 2011

22. Brand
websites
that
break
on
the
iPad
Source: btrax

23. AUDIENCE POLL
Why did you purchase or
want to purchase a tablet?

24. Who is using the iPad?

25. Businesses
incorporate
the
iPad
in
various
ways
Utility! Entertainment! Information!
Incorporate games, videos,
Call customers to act in a Offer additional knowledge
and other entertaining
way that is in line with about products or related
features based around
business objectives! services !
products !

26. Utility!
Cathay
Pacific
Travel
Resources
CX Mobile makes travelling easier by
letting users handle many travel
necessities at any time and from
anywhere in the world, including:!
Ø Check in!
Ø Check flight status!
Ø Booking a flight!
Ø Manage your booking!
Ø Get flight schedules !
Ø Access City Guides to over 70
destinations worldwide !
Source: itunes.apple.com

27. Utility!
ChaXer
Salesforceʼs Chatter is designed to
improve employee collaboration and
engagement. !
!
Great tool for sales teams in particular, as
the app features groups, file sharing as
well as the short “what are you working
on” updates.
!
Source: itunes.apple.com, fashionista.com

28. Utility!
Starbucks
Coffee-­‐maker
Features include:!
Ø Store Locator!
Ø Drink Builder: Create and share your
perfect Starbucks ® beverages!
Ø Food Menu with nutritional info and
ingredients!
Ø Coffee Menu!
Ø Job Finder!
Ø myStarbucks: Save all of your favorites
for quick recall and sharing.
!
Source: itunes.apple.com

29. Entertainment!
Australian
Gourmet
Traveller
The digital edition of GOURMET
TRAVELLER is an interactive app-based
magazine available for free.!
Features include:!
Ø How-to videos!
Ø Cooking demonstrations!
Ø Picture Slideshows!
!
!
Source: itunes.apple.com

30. Entertainment!
Disney
Interac1vity
Features include: !
Ø Play & download games.!
Ø Listen to Radio Disney.!
Ø Interact with Disney characters. !
Ø Create personalized greetings from
characters.!
Ø Watch new, favorite and original videos.!
Ø Get the latest Disney news and
updates about movies, TV shows, events
and more!
Ø Movie showtimes, locations and tickets!
Source: itunes.apple.com

31. Entertainment!
Burberry
Retail
Theatre
During their 2011 spring/summer
show, 25 Burberry boutiques around
the globe streamed the runway show
live for customers on social media. !
!
iPads with a special Burberry app
were distributed among the public,
allowing the public to order and buy
the items on show straight away. !
Source: Ogilvy

32. Information!
Ford
Fiesta
Brochure
The Ford Fiesta brochure app is a
friendly, easy-to-use presentation that
takes you on a complete tour of Fiesta in
a simple magazine format.!
Features include:!
Ø 360-degree views of exterior & interior!
Ø Details of 15 class-exclusive features!
Ø Informative videos!
Ø View all of Fiesta's exterior colors !
Ø Dealer locator current dealer inventory!
Ø Price quote request!
Source: itunes.apple.com

33. Information!
Mercedes-­‐Benz
Advantage
Mercedes-Benz Advantage is an app
made for the automaker's sales force. The
app provides quick access to the latest
deals and a quicker turnaround time for
customer credit application processes.!
!
Flickr user iFun.de
The program streamlines the closing of
the deal by eliminating the potentially
deal-killing walk away. !
Source: autoblog.com

34. Information!
InterCon1nental
Concierge
With the free InterContinental® Concierge
Insider Guides iPad App, users tap into
the knowledge and experiences of the
InterContinental Concierges.!
Features include: !
Ø Local concierge recommendations for
over 120 destinations!
Ø Video tours!
Ø An interactive map of recommended
shops, restaurants and local attractions!
Source: itunes.apple.com

35. Strategic Approach to !
Content Creation for the Tablet!
Measure
Strategy
! ! Create! Publish! Measure
Measure
! !

36. Strategic Approach to !
Content Creation for the Tablet!
Measure
Strategy
! ! Create! Publish! Measure
Measure
! !
Discover
What are our goals?!
Who will we reach?!
What are our resources?!
!
Plan
Where will people interact Refine messaging in
with content?! content.!
Define content types.! Modify channels of
Develop strategy.! distribution.!
! !

37. Strategic Approach to !
Content Creation for the Tablet!
Measure
Strategy
! ! Create! Publish! Measure
Measure
! !
Discover Story
What are our goals?! Define message and tone.!
Who will we reach?! What problem are you trying
What are our resources?! to solve?!
! !
!
Plan Content
Where will people interact Owned content.!
with content?! Event triggered.!
Define content types.! Consumer generated. !
Develop strategy.! !
!

38. Strategic Approach to !
Content Creation for the Tablet!
Measure
Strategy
! ! Create! Publish! Measure
Measure
! !
Discover Story Curate
What are our goals?! Define message and tone.! Determine sources.!
Who will we reach?! What problem are you trying Aggregate content.!
What are our resources?! to solve?! Apply keywords. !
! ! !
!
Plan Content Distribute
Where will people interact Owned content.! Content seeding with !
with content?! Event triggered.! online destinations: !
Define content types.! Consumer generated. ! social channels, etc.!
Develop strategy.! ! !
!

39. Strategic Approach to !
Content Creation for the Tablet!
Measure
Strategy
! ! Create! Publish! Measure
Measure
! !
Discover Story Curate Evaluate
What are our goals?! Define message and tone.! Determine sources.! Content performance meet
Who will we reach?! What problem are you trying Aggregate content.! goals?!
What are our resources?! to solve?! Apply keywords. ! Which channels are best?!
! ! ! Which most valuable? !
! !
Plan Content Distribute Optimize
Where will people interact Owned content.! Content seeding with ! Refine messaging in
with content?! Event triggered.! online destinations: ! content.!
Define content types.! Consumer generated. ! social channels, etc.! Modify channels of
Develop strategy.! ! ! distribution.!
! !

40. Resources:

41. Additional Resources
Getting started:!
• http://www.apple.com/ipad/business/!
!
Staying smart:!
• https://discussions.apple.com/community/ipad?categoryID=267!
• http://www.asiadigitalmap.com/!
• http://www.zipadblog.com/!
• http://www.tipb.com/!
Slideshare presentations:!
• http://www.slideshare.net/emakina/ipadvertising?from=ss_embed!
• http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics!
!
!

42. Ogilvy is the most awarded social media agency in APAC
The Holmes Report Awards Click Awards
• 2011: APAC Digital Consultancy of the Year • 2010: Integrated Marketing
IPA Effectiveness Awards WPPed Cream Awards
• 2010: Bronze award for “How Branding • 2010: Best Consumer Marketing
Generated Sales, Even in a Recession”
ITSMA Marketing Excellence Awards
Asia Pacific PR Awards • 2010: Most Effective Public Relations
• 2010: Best Use of Digital x 3 (Diamond)
• 2009: Best Use of Digital
IBM Global Best Practice Awards
Asia Marketing Effectiveness Awards • 2010: Best CFO Case Study (Silver)
• 2010: Most Effective Public Relations • 2010: Best Impact in Regional Activity
Using Social Media (Bronze)
Ogilvy Professional Achievement Awards • 2010: Values Award
• 2010: Best in Digital Influence (Taiwan)
Microsoft Marketing Awards
• 2010: Best Specialized Marketing
(Shanghai) • 2010: Social Media Marketing in Asia
Pacific
• 2010: Best submission for 30th anniversary
competition (Hong Kong)
Atticus Awards
• 2010 Best Digital Influence Essay
Brian Giesen
CONTACT: Regional Director | 360° Digital Influence
Mike Boyd
Managing Director
Ogilvy Sydney Appcast
p 02 8281 3853 p 02 9409 0088
e brian.giesen@ogilvy.com.au e mike@appcast.com.au
t @bdgiesen t @mike_boyd

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