tim hayden
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Tim Hayden at TCISBS 2014TRANSCRIPT
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: [email protected] T: @TheTimHayden W: tthstrategy.com The Mobile Commerce Revolution Pre-sold on Amazon today, ships in mid-October 2014.