solomo social summit 2015: mobile madness

MOBILE MADNESS

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Platforms, Portals, Auctions, Exchanges & Trading Floors A World of Experience

Platform vs. an Application A platform serves no direct purpose to end users itself. It does provide infrastructure for one or more applications (which do serve a direct purpose to end users) to be developed and delivered.

An application can also be called a software program which runs on devices, operating systems, and the platforms.

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Platforms, Portals, Auctions, Exchanges, & Trading FloorsA World of Experience

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Fortune 500 Corporations : Marketing & CommunicationsA World of Experience

Bob IzumiProfessional Angler

RobertMunschChildren's Author

ClaudiaSchifferModel

MatthewMcConaughey

Actor

Mega Media Stars A World of Experience

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Best of Both Worlds

A World of Experience

Branding

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Marketing

Applications

Platforms

THE SHIFT TO DIGITAL MEDIA.

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Paradigm Shifts Marketing Technology

THE SHIFT TO SOCIAL LOCALMOBILE.

The Shift is in MotionMarketing Technology

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How do we get there?

If you don’t know where you are going, any road will get you there.”

Lewis Carroll, English writer, mathematician, logician, anglican deacon and photographer.

To understand where we are going, we first need to understand; * where we were * where we are today * and what we are building towards in the future

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Strategic PlanningMarketing Technology

In early 2000, we have the same tools..

* Websites * Mobile devices - palm, blackberry, palm, pearl, blueberry* Mobile sites - mobile web m.mywebaddress.com * Applications - now called “apps”* Big data – structured, hard to visualize – bandwidth increased

*Unstructured data - increases exponentially –> social media

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The Digital Media Tools of the Millennium Marketing Technology

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The Social Shift Social Media is Passé

SOCIAL MEDIA IS HERE TO STAY.

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The Social Shift Social Media is Passé

The conversation on the relevance social media is passé.

Social Media Outlet Launches

LinkedIn 2002 Pinterest 2010Facebook 2004 Instagram2010 YouTube 2005 Snapchat 2011Twitter 2006 Google+ 2011Tumblr 2007 Vine 2012

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The Social ShiftSocial Media is Passé

Social Media Conversations Have Changed

• is social media is relevant? CMA - Canadian Marketing Association - 2010)

• how much is a “like” worth? • how do we measure? • do we really need to be on Twitter? • how are we going to generate revenue? • do you really think we can reach our customers on

Facebook?

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Social Media Conversations Have Changed

• how can we leverage these communication platforms?• which social media outlets are relevant to our business?• are we going to be advertising on social platforms? • how many platforms should we leverage? • how do we resource this role? how do we plan our social

activities?• what are our policies? how are we going to manage social

media? • does this fit into our product strategy? what is our social

media brand strategy? • how can we leverage social media for better customer

service? • how do we integrate social media into our brand

conversations and channels?• how do we protect our brand in the digital landscape?

Protect your ASSets.

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• there is a paradigm shift in the amount of time people are spending on apps instead of “in browser” experiences

• consumers want to be engaged where they are standing, in the moment, on demand, and are looking for things “near by”

• convenience, ease of use, and entertainment

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The Mobile ShiftMobile Madness Today

“Mobile applications deliver impressive experiences for business and personal users. By 2016, 1 billion global consumers will have the power of a PC via their mobile device; this shift will drive continued demand for apps that provide education and entertainment, extend business processes, enhance communication, and improve productivity.”

Forrester Research, November 4th, 2015 https://www.forrester.com/Mobile-Apps

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“Employees want their mobile devices to be just as capable of completing work tasks as their PCs. This means enabling them with an ever-expanding set of mobile apps.

Fall short, and you risk facing the app-ocalypse — the missed opportunity to capture mobile's potential for your digital business.”

Forrester Research, by Christian Kane, October 30th, 2015.

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“Gartner predicts that, by 2018, more than 50 percent of users will go to a tablet or smartphone first for all online activities.”

Gartner Research, December 8th, 2014 http://www.gartner.com/newsroom/id/2939217

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http://www.gartner.com/newsroom/id/2939217



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https://www.youtube.com/watch?v=jottDMuLesU

https://www.youtube.com/watch?v=jottDMuLesU

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The Local ShiftLocalization

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The Local ShiftLocalization

https://www.youtube.com/watch?v=UQjHvhOMZpQ

https://www.youtube.com/watch?v=UQjHvhOMZpQ

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Social Local MobileThe Future is SoLoMo

• mobile • localization• Geofencing• Social sharing• Sensor technology• Internet of things • Apple beacon technology • Google eddystone open source

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how did we go SoLoMo?

how did we find our SoLoMoJo?

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November 2013

Mad Hatters are invited to the Canadian Consulate in Manhattan

Share innovation and ideas between women in tech in Canada and women in tech in the US

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American Express, Estee Lauder, Verizon, Lil’ MisMatched

All I want to talk about is disruptive technology social, local and mobile.

My mind = SoLoMo-de for the last year

The one person in the room who gets it - is from Verizon.

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• Sitting in a hotel bar, connecting with an old friend over martinis

• Lots of talk sample sales

• “Pop up shops” where haute couture brands sell off last years fashions

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“I can’t tell you what I had to do to get these Jimmy Choo shoes…butI had to have them.”

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Social Local Mobile for Carrie, Samantha, Charlotte & Miranda

The Future is SoLoMo

Needs Analysis & Requirements Gathering

So I start asking Amna questions:

• how do you find out about these sales? • where is the information currently posted?• are there any websites posting this information?• where are the pop up shops? • how many locations? the same locations? different

locations? • once you find out about a sale, how long before the

sale happens?

Problem - no centralized information on sample sales = data.

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Opportunity.

• Back in the day, business plan, market research – valid idea?

• five year and ten year plans

• not today – minimum viable product (MVP), beta

• marketplace moves too fast

• first to market

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New York City + I love Manhattan + I love fashion + marketing technologist

• largest city in the United States• Nearly 8.5 million people in 2014 • wealthiest people in the world are the

1% • there must be a lot sample sale

shoppers• market share

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We can make anapp for that…….branding, technology, social, local, mobile, apps and marketing all come together.

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Branding

Marketing

Applications

Platforms

The Name Game • Atoi • Brandstorming• iota = a little hint • haute couture fashion • reigns from France• Canada has French history • I love French • atoi means to you

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Colour • not hot pink • luxury• finesse • not child like • amna “ I have visions of

little pink shopping bags in my head.”

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Go LocalThe Future is SoLoMo

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Go LocalThe Future is SoLoMo

platform vs. app

• cross platform• 80 % portable to other

mobile platforms • system for backend

management • built with a framework to

extend to build upon • search and “scraping”

technology • underlying data model• technology infrastructure

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The road we are on and where are we travelling: • Manhattan, Los Angeles, Toronto, Miami • engage bloggers and atoi enthusiasts in each

city centre• tourists and travellers • 1 M users within 3 years • constant content creation & curation• moderating in the backend• technical updates and releases • “alpha, beta, pi” • “I love to be in the pi zone.”

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“If you don’t know where you are going any road will get you there.”.Lewis Carroll, English writer, mathematician, logician, anglican deacon and photographer.

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Strategic Planning : Go Social Local MobileMarketing Technology

“Logic will get you from A to B, imagination will take you anywhere.”.Albert Einstein, German-born theoretical physicist.

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And use your imagination to take you where you want to be

Marketing Technology

Mad Hatter TechnologyD O N ’ T B E A S T R A N G E R , K E E P I N T O U C H !

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