mobile brand strategies: actions speak louder than words
DESCRIPTION
Presentation given by Ocean Observations in Stockholm on November 30, 2010. Phones are no longer about talking - now they DO things that make our lives easier and more enjoyable. The same should be true for your brand strategy. Here we provide an overview of the current mobile landscape and technologies, with a focus on leveraging mobile possibilities to create more meaningful brand interactions and experiences. Also includes inspiration from Japan with insights into how Japanese brands are currently using mobile.TRANSCRIPT
Mobile Brand Strategies// Actions speak louder than wordsNovember 30, 2010
Say hello to:
app stores!
and tablets!
and ‘droids!
oh #@!&!
The road is being paved as we move forward.
Isn’t it just
a smaller screen?
ROAR.
// Behavior // Media // Usage // Technology
Accelerating Change
New Ways to Interact
Wifi/3GGPSTouchscreenCameraMicrophone
Speakers/HeadphonesAccelerometerProximity/Light SensorsGyroscopeAugmented Reality
More than talking... Phones now DO things!
We choose who to talk to.That goes for people and brands.
New Rules of Engagement
Everything else is spam.
The Rise of the Participatory Age
Transparency is trumping privacy.
Gaming is a force to be reckoned with:
+
= MINDBLOWING
Source: OnlineMBA.com, AllFacebook.com, Mashable.com
Narrative format is losing relevance and impact.
Source: http://blog.campaignasia.com/author/andygreenaway/
Build things that are:
A. Entertaining B. Useful C. Both
“It’s no longer about communicating products, It’s about creating Communication Products.”
“Create things that DO things, and then see what people do with them.”
-Gareth KayDirector of Brand Strategy, Goodby, Silverstein and Partners
Creating Meaningful Interactions:
1. Don’t talk, DO
Agency Credit: Wieden + Kennedy, PortlandNike Livestrong/ChalkBot: http://www.youtube.com/watch?v=5Jb-KT4r6NY
Agency Credit: R/GA New York
Creating Meaningful Interactions:
1. Don’t talk, DO2. Understand WHEN and HOW to add Value
Mobile Motivations
Needs an address. A balance. Support. And a hug. ASAP!
On-Demanding
What’s the score? Did anyone “like” my status? Is the new product in? ...What about now?
First-to-Know
Killing Time. Looking for something new. Something unexpected.
Killing Time
Mobile-Managing
Access to my digital data and ability to complete transactions, no matter time nor place.
Mobile Contexts
Streetsmarts
GPS is for tourists. Location based is about more than satellite tracking
hmm, food. . .
hmm, food.. .
hmm, food...
It’s always there, ready to be local.
Social Currency
You have a conversation piece in your pocket.
Agency Credit: 72andSunnyHardee’s Parisian Pickup: http://www.youtube.com/watch?v=Wrkvqjb3Azc
Agency Credit: Crispin Porter + BoguskyBaby Carrots Xtreme Xrunch Kart: http://www.youtube.com/watch?v=-nqz9sQrFA4
Portable Fan Club
The Power of Social Proof
Agency Credit: Big Spaceship
We’re Better Together
A platform where small actions drive big change.
The interface to everything
Life is a Game.
Agency Credit: Jung Von Matt, StockholmMini Getaway Stockholm: http://www.youtube.com/watch?v=WMWu1h_6OfE
iButterfly: http://www.youtube.com/watch?v=vEE6M0iW-Nw Agency Credit: Dantsu
Tokyo電車
Shake Me Wake Me
Using mobile technology in a useful way.
Drutten & Gene
Using augmented reality to promote the new film.
Twitter is seen as casual, spontaneous, informal, public and open - that is not usually the way Japanese are.
iComic
A concept that works - now also in the mobile.
Love Plus
Virtual reality - a life in an other dimension.
Key TakeawaysTechnical and cultural changes make NOW the most exciting time to be a marketer.
Mobile is Mass - and will soon overtake desktop.
Mobile technology provides possibilities for interacting that were never before possible.
Don’t use mobile as just another channel to fill with unwanted clutter. You must add value by providing tools or enjoyment.
Create meaningful interactions by understanding how your target values and needs apply to different mobile contexts.
Be generous. Mobile allows “marketing for good.”
Mobile is not an afterthought to your strategy or plan. If not already, it will soon be the most important way to connect with your target.
The New Questions:
• Who do you want to reach?
• What do you want them to think/feel/do?
• What do you want to achieve?
• What do we want them to take away about your brand?
• Who needs your help?
• How do they want to engage with you?
• What is the REAL unsolved problem?
• How can you create meaningful interactions?
FROM: TO:
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