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@DavidShuIp http://BrandMobileMarketing.BlogSpot.com
Quick Poll
Developers UX & Designers Brand Managers Agencies & Media Buyers VC & Angel Investors Ninjas
Quick Poll
How long have you been working in mobile? 10+ Years 5-10 Years 1-5 Years < 1 Year Looking to get into Mobile
Agenda
Doh!
The Mobile Hype Cycle
Git R Done
Forresters P.O.S.T. Method
Marketing is enhanced
when operations is engaged.
Source: http://mashable.com/2010/04/13/mobile-web-stats/
8
http://www.gartner.com/technology/research/methodologies/hype-cycle
http://2d-code.co.uk/qr-code-hype
13
People O. S. T.
Examine your customers mobile behaviors
Quantitative
Qualitative
People O. S. T.
At Blue Cross and Blue Shield of IL, TX, OK & NM
Quantitative
Mobile Analytics Consolidated Dashboard Unifying eIVR, SMS, QR, MS Tag, Web & Apps Integrating with consumer intelligence data warehouse Tying in mobile engagements with member data
Qualitative
Usercentric customer testing Foresee Online & Mobile Surveys Feedback from iTunes and Android Marketplace
P. Objectives. S.T.
Define what are you trying to achieve
Decreasing Costs
What kind of costs? (Fixed, Variable)
Increasing Loyalty
Existing program to integrate?
P. Objectives. S.T.
At Blue Cross and Blue Shield of IL, TX, OK & NM
Decreasing Costs
Medical Cost Savings Member Servicing Cost Savings
Increasing Loyalty
P. O. Strategy T.
Define the plan for your mobile application
What systems does your application need to touch and coordinate with? What is your distribution model? How will you gather data from mobile users and use it to benefit your business? How will you measure those benefits? Is this a short-term promotion or a long-term commitment? Whats your business model? Who is responsible for that data?
Billing, customer service, IT legacy systems Will you concentrate on reaching more people by supporting more platforms, or on extending the functionality for the applications you have already built?
If its long-term, who will maintain the application? Is the application actually a product you can charge for, or will you be delivering benefits to the rest of your business?
P. O. Strategy T.
At Blue Cross and Blue Shield of IL, TX, OK & NM
Decreasing Costs
Increasing Loyalty Enable Advocacy
Medical Cost Savings Integrate with Medical Management Groups IT Systems Member Servicing Cost Savings Determine most repetitive & expensive member costs
P. O. S. Technology
What types of mobile applications are you building?
Voice Every phone supports calling. Text messaging Nearly every phone supports them. Suited to the timely delivery of perishable information, like eBay auctions; query responses, like stock quotes; and voting and sweepstakes entries. Mobile sites 1 in 9 mobile customers say they access the Web monthly on their phones; Expect this to grow to 39 percent by 2014. Reconfiguring your site to recognize and deliver content for mobile phones makes sense, but its far more than just shoving content around. Y Identify which bits of information are most valuable to mobile users and design layouts, menus, and graphics to deliver them quickly. The emerging Web standard HTML5 will make mobile sites easier to create. Apps Since the iPhone came out, apps are all the rage. Apps can get access to phone features like location, the camera, messaging, and links to other Web sites
P. O. S. Technology
At Blue Cross and Blue Shield of IL, TX, OK & NM Voice Existing customer service dialins eIVR platform integration Evaluating Siri-like voice search Text messaging Enabled for current members Medical, Health & Wellness Tips & Alerts Member Servicing Claim Status Alerts & ID Cards Mobile sites Doctor & Hospital Finder Site (e.g. http://m.BCB SIL.com) Medical, Health & Wellness Tips Member Servicing Claim Status Alerts & ID Cards via mWeb Apps Doctor & Hospital Finder iPhone & Android app (e.g. http://m.BCB SIL.com)
In Summary
People
Objectives
Determine how both you and your customers will benefit. Whats the long-term plan for your mobile application? Can you integrate your mobile experience with business operations? Ops: Traditional Advertising, Loyalty Programs, Support, Sales, etc.
Strategy
Tech
Join us PM Marketing Track to learn more about Mobile Marketing Strategy! -@davidshuip
Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/
Questions?
@DavidShuIp http://BrandMobileMarketing.BlogSpot.com