Download - iMedia Breakthrough 2013
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HELLO
• 17 Years in Advertising• 12 Years in Mobile• Founding Member of Mobile Marketing Association• Mobi Magazine: Top 10 Thinker In Mobile• Top 100 People to Have Lunch With: Media Magazine
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Special Mobile Consultant Chief Strategy Officer Founder
3Wednesday, October 23, 13The Collective Factory is a group that helps agencies, brands and tech companies mobilize effectively.Four Seasons is one of our clientsResponsiveAds - Is the responsive design company for advertising. We provide a tool that lets creative agencies create one ad that runs on all screens and all sizes thereby reducing creative production and more dynamic ads since it is all based on HTML
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You seek a great fortune... You will find a fortune, though it will not be the one you seek. But first... first you must travel a long and difficult road, a road fraught with peril.
- Blind Seer, O Brother, Where Art Thou?
5Wednesday, October 23, 13Doing mobile is easy but like anything is tough at first
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WHAT WE THINK WE KNOW
7Wednesday, October 23, 13Some of you think you have mobile down. you might be saying to yourself
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Were “hanging ads to drive app store
downloads.”
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THERE ARE A FEW THINGS EATING AT OUR SUCCESS@august_west #imediasummit
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WHAT WE THINK IS EATING OUR SUCCESS
•TARGETING
•CREATIVE
•MEASUREMENT
•TRACKING (Particularly app download tracking)
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I and our esteemed panel are going to discuss these things. These are the things we believe are eating mobile
These things are keeping us distracted
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These things are distractions.
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•TARGETING •TRACKING•MEASUREMENT•CREATIVE
LET’S ASSUME FOR A MINUTE THAT THESE
ARE ALL SOLVED
WHAT NEXT?
15Wednesday, October 23, 13Imagine for a second that these things have all been solved what then? What really is holding us back?
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WHAT IS REALLY HOLDING US BACK?@august_west #imediasummit
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HISTORY:HOW WE GOT TO HERE
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Let’s go down to the crossroads and look back at how we got here.
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CONSUMER SURROUNDED BY MEDIA CHANNELS
On-ProductDirect Mail
In-Store
EventRadio
OOH
Phone
Computer
Tablet
TV
TYPICAL COMMS PLANNING PROCESS:
Consumer is in the middle
20Wednesday, October 23, 13This the typical comms planning process. The consumer sits in the middle and the various media channels surround him
NO!BECAUSE WE’RE PLANNING MOBILE AS A CHANNEL!
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It sounds genius because its consumer centric. But it’s not because we end up planning mobile as a channelIt WAS AWESOME when media was STATIC
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WHAT’S THE CONSEQUENCE
OF THIS?
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What’s the consequence of this?
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MISSED CONNECTIONSMedia becomes a mix of anonymous chance encounters
24Wednesday, October 23, 13Missed connections. Media becomes a mix of anonymous chance encounters
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HOLD ON A SECOND!!!What Makes Mobile Great Exactly?
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TRANSACTIONAL SOCIAL LOCATION IMMEDIATE
MOBILE, IT MAKES EVERYTHING:
ANTICIPATION MEDIATHE INTERNET OF THINGS
26Wednesday, October 23, 13How is that possible? What is causing missed connections? Four things that make mobile great
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TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENT
CONNECTION
PersonMOBILE AS CHANNEL =
CONTINUOUSLYMISSED
CONNECTIONS
27Wednesday, October 23, 13Here is that planning construct again. When you plan mobile as a channel you wind up with continuously missed connections because were not leveraging THE FOUR AWESOME THINGS OF MOBILE to make our existing media work harder!
WE OFTEN PUT OURSELVES IN SILOS
30Wednesday, October 23, 13I care about my TV brand or my Direct Marketing brand or Digital brand.The only way consumers will care about your marketing is if you care about the brand
@august_west #imediasummitprivileged and confidential. Not for distribution. The Collective Factory LLC. 2012
salesin-store sales
online marketing
direct mail
TV
FOR BRANDS IT’S OFTEN BECAUSE OUR DATA SITS IN ISLANDS
31Wednesday, October 23, 13Companies tend to have a lot of disparate systems that are not tied together and or can’t talk to each otherIT groups inside companies often tend to be put in the position of having to take compromise solutions instead of the best solution. Marketing teams often feel like they are at the mercy of the IT group Because much of our data sits in islands. When digital came along brands had antiquated systems so they built out new data islands and centers to deal with these new tactics. And because nobody was telling them what the future would bring we acted in an adhoc way. We built new solutions for new tactics and opportunities. The net result is we have a very disconnected view of our consumers
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OR, WE LEARNED TO PLAN THIS WAY
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TRADITIONAL
PART OF IT IS THIS:
34Wednesday, October 23, 13In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be bothered with digital. Digital was a FAD
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TRADITIONAL DIGITAL
PART OF IT IS THIS:
35Wednesday, October 23, 13In the beginning there was traditional media and life was good. Digital came along the old guys and gals in the room couldn't be bothered with digital. Digital was a FAD
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TRADITIONAL DIGITAL MOBILE
PART OF IT IS THIS:
36Wednesday, October 23, 13Now mobile has come along and we are repeating the same thing all over again with mobile. we are outsourcing it. There has been some normalization within agencies over the last year for the most part a lot of this is still being outsourced instead of learned internally
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WHAT IS THE WAY FORWARD?
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MOBILE AS PLATFORM
Think Of It As A Mule
Eh, What’s a Mule?
38Wednesday, October 23, 13What is a mobile as a platform? What is a mule? A beast created by crossing two things that were not meant to go together. Like peanut butter and chocolate. Think of mobile as a mule. Adding mobile to any channel instead of it being used separately makes that channel better. Like peanut butter and chocolate. Or a donkey and a horse.
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1+1 = 3
39Wednesday, October 23, 13make your media work harder1+1 = 3ADD MOBILE TO ANY MEDIA CHANNEL AND YOU GET SOMETHING GREATER THAN THE INDIVIDUAL PARTS
LIKE PEANUT BUTTERAND CHOCOLATE ->
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In-Store
MOBILE AS PLATFORM
ContinuousConnections Phone
Phone =
Person
TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENTCONNECTION
40Wednesday, October 23, 13If we think about the phone being the consumer then we put the phone in the middle and we wind up in a world of continuos connections
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CONTINUOUS CONNECTIONS
MOBILE AS PLATFORM =
FOR ALL MEDIA
41Wednesday, October 23, 13win with continuous connections. Make your media work harder. make more with less
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AUDIENCE SIZE CAN INCREASE BY 135%
CONSUMER DROP OFF CAN IMPROVE BY 20%
OVERALL CONVERSIONS CAN INCREASE BY 19%
Source: Insight Express Mobility Study (blinded)
OMNI-CHANNEL WITH MOBILE = MORE MONEY
45Wednesday, October 23, 13Sales typically increase by about 20% when mobile is applied across all media channels. It works by eliminating waste. Consumers have the chance to act impulsively across all media now. The transactional device in their hands makes that possible
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FOR STARTERS:
Stop Doing This-> TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENT
CONNECTION
Person
47Wednesday, October 23, 13STOP THINKING OF MOBILE AS A CHANNEL
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In-Store
FOCUS ON GETTING TO
HERE ->
PhonePhone = Person
In-Store
TV
Tablet
Computer
EventDR Mail
On Prod
Phone
OOH
RadioPrint
In-Store
PROVIDESLOCATION
TRANSACTIONAL
SOCIAL
MOBILEPERMANENT
CONNECTION
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IN-SOURCELEARN TO DO THIS YOURSELF
49Wednesday, October 23, 13in more practical terms
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TRADITIONAL DIGITAL MOBILE
WORK ACROSS ALL TEAMS
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IT MIGHT NOT BE EASY
53Wednesday, October 23, 13this won’t be an easy thing
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“WE COULD NOT HAVE DONE MOBILE WITHOUT A FULL
COMPANY FIGHT”Wendy Bergh - Director, Mobile & Digital Strategy Walmart Global eCommerce
54Wednesday, October 23, 13Walmart has done well but it was VERY painful
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WHAT’S A GOOD FIRST STEP?
56Wednesday, October 23, 13where might be a good place to start?
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MOBILIZE INTERNALLYCreate a cross company task force
Mobilize internal processes
57Wednesday, October 23, 13keep doing what you do externally but try doing something internally that involves working with OperationsTry mobilizing internal systems like time sheets, reports and the like
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Demonstrate The Efficiencies Gained Through Internal Mobilization
58Wednesday, October 23, 13you both will learn something
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BRING IN OUTSIDE HELP TO ACT AS NEUTRAL GROUND
A Mobilizing Workshop
59Wednesday, October 23, 13Bring in outside help to act as intermediaries and cool any possible internal turf wars
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Net Result Will Be A Complete Change Of Your Marketing
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Think of it as a recipe. When you first try to do something you actually don’t know what you don’t know. When you get the recipe you then know what you don’t know so you follow the instructions. After you do the recipe a number of times you no longer need the recipe because you have become a unconscious expert. When you look at Jazz musicians they move even further into improvisation. They are such unconscious experts that they are able to be creative on the fly. You guys are all geniuses at your current jobs> Trying to cook something new can be a challenge.
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THE LEARNING CURVE
UNCONSCIOUS INCOMPETENCE
CONSCIOUS INCOMPETENCE
CONSCIOUS COMPETENCE
UNCONSCIOUS COMPETENCE
"I don't know that I don't know how to do this."
"I know that I don't know how to do this, yet."
"I know that I know how to do this." This stage of learning is much easier than the second stage, but it is still a bit uncomfortable and self-conscious.
"What, you say I did something well?" The final stage of learning a skill is when it has become a natural part of us; we don't have to think about it.
SOURCE: http://processcoaching.com/fourstages.html
Work on mobile with IT this way: They understand this process. It’s about starting simple and learning.
62Wednesday, October 23, 13Here is that process I was just talking about
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HILTON STARTED HERE AND ARE NOW HERE
TIMELINE - TWO YEARS
THE CASE FOR THIS LEARNING CURVE
HISTORY• Hilton needs mobile site• IT uses a “screen scraping”
technology (6 weeks to execute)
• Gets to market quickly• Marketing learns what their
customers really want• IT looks at more viable solutions• API’s are created to service mobile• New site gets created
63Wednesday, October 23, 13The case study for this kind of process. The left is what makes 56% of you to think operations does not understand you. It’s not true though. This is the IT process
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RESPONSIVE DESIGN DOMINATES NOWsimple 4 years ago simple today
Responsive Design IS an evolution not the final destination of good mobile
64Wednesday, October 23, 13The same thing is happening all over again. Responsive Design has been hailed as the savior for marketers. It’s not: WD by itself does not address the differing content strategies for device based on context (time, location, user, etc.). It is however a great evolution. Certainly better than what is on the left
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THE POINT:
Start Simple. Work with your internal
groups and you will become an unconscious expert in no time.
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Want More?http://www.slideshare.net/genekeenan1/presentations
Download:
“Connected Media Planning Framework”
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© 2013 ResponsiveAds, Inc. All Rights Reserved * Confidential**
THANKYOU@august_west #imediasummit
GENE KEENAN
415.218.7369
@august_west
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