tim hayden

July  14,  2014  –  TCI  Social  Business  Summit    Tim  Hayden  –  @TheTimHayden  

…and,  we’ve  been  siCng  on  our  tails,  typing,  for  just  about  200  years.  

We’ve  been  upright  and  walking  [mobile]  for  more  than  4  million  years…  

WHAT  JUST  HAPPENED?  

Meet  Sundar  Pichai,  who  leads  Google’s  

“Android  and  Chrome”  programs  (Google’s  mobile  opera?ngs  

system,  and  browser)  

The  Future  is  the  Browser  

Gmail  PromoWons  “grid  view”  

Google  –  tes?ng  the  success  of  “visual”  email  

message  in  Gmail.  Pictures  say  so  

much  more  than  words…in  email,  

too!  

What will your “big data” opportunities look

like with bedfellows such as Priceline and

OpenTable?

The new Amazon “Fire” phone…another direct connection to

Amazon Prime and Amazon

Local subscribers?

HAPPENING  NOW!  

Tablets  =  “Lean  Back”  

•  Primary:  Apps  •  News/Media  •  Long  Form  Content  

•  Shopping:  M-­‐Commerce  •  Games  •  UWlity:  Home  &  Business  

>85%  smartphone  at  arm’s  length,    

24  hours/day  

SOURCE:  Edison  Research          

Smartphones  =  EVERYWHERE  

•  Primary:  TexWng  •  Social  •  Search/Inquiry

•  Shopping:  Deals/Payments  •  Games  •  UWlity:  Life  &  Play  

Social  is  Mobile  

SOURCES:  ere.net,  Mashable,  TechCrunch,  comScore,  Pew,  others.          

70%   80%   30%   30%   35%  

35%   50%   100%   100%  

Mobile  is  BUSY  

the  Desktop  Hour  

email  web  social  other  

the  Mobile  Hour  email  

web  

social  

text  

app  

call  

The  Mobile  Moment  

Content  Data  

Social  Search  

Web   Email  

Offline  Broadcast  

The  “Click”  -­‐  OriginaWon  

 AZribtu?on    Measurement/Analysis  

CRM  

POS  

Search  Mgmt  

Social  Content  

AnalyWcs  

Media  Networks    

Reports/  Views/Dashboard  

Content  Command  Center  

Responsive/ReacWve  Content  

DATA  

2014  is  the  year  of  the    

BEACON  TEST!  (Bluetooth  Low-­‐Energy)  

 WATCH  THIS  VIDEO  TO  LEARN  MORE:  

hmp://vimeo.com/98761891    

In  Washington,  DC  and  Silicon  Valley,  Starwood  is  tes?ng  beacon  technology  in  two  (2)  alo`  hotel  proper?es  where  guests  may  

check-­‐in  and  unlock  an  assigned  room  via  their  smartphone.  This  may  reduce  the  headcount  (staff)  needed  at  registra?on.    

Provo  understand’s  “knowing”  the  customer…    

In  lieu  of  “beacon”  technology,  staff  seem  to  care  and  remember  guests’  names  and  preferences  for  a  more  delighdul  visit!!    

 Bravo!  

The  Next    18  Months…  

Where  Tomorrow’s  Consumers    

Creators  are  Today  

22  million  digital  signs  by  2015  

NOT THIS

THIS

Mobile  Commerce!  

!

COMMERCE  EVERYWHERE  

But,  Really…?  

Travel-­‐Purchase  Journey  It  is  criWcal  to  be  mobile-­‐friendly  across  all  guest  touchpoints    

Consideration

Shop/Compare

Book/Plan

Arrive Stay/Explore

Depart

Post-Stay

Adver?sing,  search,  social…    

Search,  reviews…  

Direct:  app,  site,  or    OTA…  

Apps!  Social!  Apps,  search,  social…  

Apps!  Social!  

Apps,  Email,  Social  

Travel-­‐Purchase  Journey  It  is  criWcal  to  be  mobile-­‐friendly  across  all  guest  touchpoints    

Consideration

Shop/Compare

Book/Plan

Arrive Stay/Explore

Depart

Post-Stay

Adver?sing,  search,  social…    

Search,  reviews…  

Direct:  app,  site,  or    OTA…  

Apps!  Social!  Email!  Apps,  web  search,  social,  email  

Apps!  Social!  

Apps,  Email,  Social  “While  they  are  here”  is  the  most  cri?cal  point  of  engagement.    

 The  current  guest  is  the  most  valuable  customer,  now  and  

in  the  future.  

Offline  is  the  New  Online  

Consider  indoor/outdoor  media,  direct  mail….with  mobile  calls-­‐to-­‐ac?on.  Think  “Line  of  Sight”  

Your  Website  M

obile

Adaptive •  You have a

“desktop” and a “mobile” website.

Mob

ile

Responsive •  A website that

conforms to the device on which it is viewed.

Mob

ile

Reactive •  Responsive,

with content that is personalized and relevant based on location, time, day and user details.

~2006-???? ~2011-???? ~2013-????

No  mamer  what…  Don’t forget,

these are phones!!

Always have a

clickable phone number or “button” on every page of your website and/or your mobile app.

EVERY MOMENT IS AN EXPERIENCE

Generate  AND  Curate  

ENGAGEMENT  TRIGGERS  Behavioral!

Technological!

The  Mobile  Moment  

Content  Data  

Social  Search  

Web   Email  

Offline  Broadcast  

The  “Click”  -­‐  OriginaWon  

 AZribtu?on    Measurement/Analysis  

CRM  

POS  

Search  Mgmt  

Social  Content  

AnalyWcs  

Media  Networks    

Reports/  Views/Dashboard  

Content  Command  Center  

Responsive/ReacWve  Content  

DATA  

Everyone  Is  a  

NORM.    

“We  should  know  each  guest’s  name,  their  

favorite  seat  and  favorite    beer  before  they  walk  through  the  front  door.”    

BEWARE:  

 Anyone  can  be  a  CLIFF.  “With  IMDB,  Google  and  Wikipedia  in  our  pockets,  

the  bar  room  argument  is  dead.”  

Thank You, Turks & Caicos! (I can’t wait to come back, y’all) E: Tim@TimHayden.com T: @TheTimHayden W: tthstrategy.com The Mobile Commerce Revolution Pre-sold on Amazon today, ships in mid-October 2014.