mentor presentation: how to focus on the consumer

Putting people at the center of our communications strategies

@kaylam

A CONSUMER-FIRST APPROACH TO MOBILE STRATEGY

Thursday, November 21, 13

MEANING


CREATE RELEVANCEThursday, November 21, 13

CONTEXTThursday, November 21, 13

UNDERSTAND OUR AUDIENCEThursday, November 21, 13

INSIGHTS COME FROM:


WE OFTEN GO DIGGING FOR THE ‘WHAT’ AND THE ‘WHEN’


BUT CONTEXT IS IMPORTANT...Thursday, November 21, 13

WHICH ASKS THE QUESTIONS ‘HOW’ AND ‘WHY’


SO HOW DO WE DO THIS?


GO DIGGING FOR CONTEXT


GO DIGGING FOR CONTEXT UNDERSTAND THE MOTIVATIONS + BEHAVIORS



FUNCTIONAL AND EMOTIONAL NEEDS



FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL


GO DIGGING FOR CONTEXTTO BETTER UNDERSTAND OUR AUDIENCE


Relevanceconversationfeeling physicalnetworkactivityinformation

Just-in-Time

day-partingon-the-fly

intermissiondowntimeweather-

basedprogrammatic

Contextprofessional

socialcultural

economicfun

technicaleducational

“anywhere”

“anytime instantly”&

“personal”


CONSUMERS ARE NOW ‘DIGITAL OMNIVORES’

Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms Source: comScore Device Essentials, U.S., Monday, Jan. 21, 2013

Tablet consumption is highest during the late evening hours when people are curled up on the couch or winding down for the night in bed.


19Percentage of Tablet Users by Platform Who Use Smartphone Platforms

Source: comScore MobiLens, U.S., 3 Month Avg. Ending Dec-2012


MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE


we are social beings

MOTIVATIONS + BEHAVIORSTO SOLVE FOR PAIN AND PASSION POINTS


MOTIVATION: ALWAYS BE PREPARED



BEHAVIOR: PLANNING EVERY

MOMENT OF HER DAY



BEHAVIOR: PLANNING EVERY

MOMENT OF HER DAYTECHNOLOGY


26

MOTIVATION?BEHAVIOR?

TECHNOLOGY?


FUNCTIONAL + EMOTIONAL NEED?

FUNCTIONAL NEED = WHAT’S THE TOOL/TECHNOLOGY SOLUTION?EMOTIONAL NEED = WHAT’S THE CONTENT/STORY SOLUTION


FUNCTIONAL


EMOTIONALThursday, November 21, 13

STORYTELLINGStories give us context and context help us with understanding

We are wired for narrative construction


31

TECHNOLOGYMAKE IT ALL INTUITIVE


KNOW THE LIMITATIONS, THE PRODUCT ROADMAPS, THE USE-CASES AND MOST IMPORTANT, THE UI


33Thursday, November 21, 13

34

THIS IS THE WEB TOMORROW


MOBILE IS NOT A ‘BOLT-ON’ SOLUTION



FUNCTIONAL AND EMOTIONAL NEEDSUNDERSTAND THE TECHNOLOGY, LIKE REALLY WELL


FOCUS ON PEOPLE Because there will always be another shiny object, screen, device...

but people should always remain at the center of your communications strategies.


See you on the internets.THANKS

@kaylam


mentor presentation: how to focus on the consumer

Technology

behaviors functional

functional need

emotional needsthursday

tablet platforms source

smartphone platforms

mobile strategy

communications strategies

percentage of tablet