mca 2013 - qustodian - john roberts

© Qustodian UK Ltd

Delivering 50%+ Response Rates with Genuine Mobile Engagement Marketing

John Roberts

Co-Founder, Qustodian

Mobile Convention

Amsterdam

May 2013

© Qustodian UK Ltd

What’s going on? Engagement Marketing Case studies Insights and Actions

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64% smartphone ownership Mobile Ad Spend £526m 148% (10% digital / 3% total) Search £365m 164% Display £150m 121% Other £11m Classifieds, SMS etc)

Ad formats: 0.9%

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All problems of internet banners

on an even smaller screen!

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Interrupts me when

communicating with friends

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Interrupts my interaction, if I even notice it…

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Interrupts my game… to

promote …er… another game

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Using a personal communication

channel, “because they can” …

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“you [can no longer] buy attention, you have to earn it" David Jones, Havas CEO

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“We should be building great things that don’t exist. Being negative is not how we make progress.” Larry Page

“Technology only succeeds when it meets fundamental human needs”

Life enabling

Life simplifying

Navigational

Alan Moore, SMLXL

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“Engagement Marketing is a very broad term, and purposefully so. At its heart, is the insight

that human beings are highly social animals, and have an innate need to communicate and

interact. Therefore, any engagement marketing initiative must allow for two-way flows of

information and communication. We believe, people embrace what they create. And why is

this important? Because in advanced economies the values of society and the individual change.

At the heart of this is the key issue around identity and belonging. We have always had

community. Pre- industrialization, we were tied to our communities by geography, tradition, the

state and birthright. External forces shaped our identity. However, in a post-modern world we

can have many selves, as we undertake a quest for self identity. This is described as

Psychological Self-Determination the ability to exert control over the most important aspects of

ones life, especially personal identity, which has become the source of meaning and purpose in

a life no longer dictated by geography or tradition.[14] The Community Generation, shun

traditional organizations in favour of unmediated relationship to the things they care about. The

Community Generation, seek and expect direct participation and influence. They possess the

skills to lead, confer and discuss. These people are not watching television and have grown up

in a world of search and two-way flows of communication. Going further Engagement

Marketing is premised upon: transparency - interactivity - immediacy - facilitation -

engagement - co-creation - collaboration - experience and trust, these words define the

migration from mass media to social media. The explosion of: Myspace, YouTube, Second Life

and other MMORPG's, Citizen Journalism, Wicki's and Swicki's, TV formats like Pop Idol, or

Jamies School Dinners, Blogs, social search, The Guinness Visitor Centre in Dublin or the Eden

project in Cornwall UK, mobile games like Superstable or Twins, or, new business platforms

like Spreadshirt.com all demonstrate a new socio-economic model, where engagement sits at

the epicentre” Alan Moore

Engagement Marketing is the process of involving consumers in the co-creation of brand experiences

E = M2C

(Engagement = Mobile Marketing *

Communities)

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Conversation – Conferring - ‘Opinionating’

Community - Belonging - Festivals

Commerce - Trading

Creating - Craftsmanship

FUN

How apply to advertising? 1. Want to look?

2.Want to interact?

Value exchange

Data

Permission

Attention

Entertainment

Commerce

Reward

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M2C + 127mins =

Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile information

and consumer lifestyle preferences for use by marketers and

advertisers to determine whether to send a highly targeted commercial

communication to that person (normally to their mobile telephone); 2. v.

to send an advert to a person’s mobile phone [orig. unkn.]

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Qustodian Engagement Marketing

Entertaining ‘advertorial’ content

…that makes & saves you money.

…personalised and controlled by you…

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User Controlled

Select Preferences Select Favourite / Least Favourite Brands Direct Responses

+ Social Intelligence Analytics

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250,000 users

50% invited by friends

27% daily active usage

(DAU)

Clients Agencies Users

Qustodian Case Studies

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Qustodian Campaign

Universal Pictures - Savages

© Qustodian UK Ltd

56% engagement rate

19.5% CTR to official sites

88% to official sites

Rest to Facebook and Twitter

12% CTR to exhibitor sites

Universal Pictures Results

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Qustodian Campaign

L’ORÉAL

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L’Oreal Results

46% readership rate

46% volunteered names & addresses for sample

Post Campaign Research:

97% want to hear more from L’Oreal

97% want to try other skincare brands

82% of non-respondents want to try other skincare brands

© Qustodian UK Ltd

Qustodian Campaign

KLM - Message 1, Destination & voting

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Qustodian Campaign

KLM - Message 2, semi-personalised v. generic

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Message 1 (segmented by category)

61% Read rate + 60.4% voted

Message 2a (Generic, segmented by category)

61% read rate + 4% click thru to KLM

Message 2b (Micro-segmented based on vote)

82% read rate + 89% click thru to KLM

KLM Results

Do you feel lucky?

1. DO SOMETHING…

To Do List

2. Think about…

3. Read stuff… “Engagement Marketing Primer” from Jan 13 by Tomi Ahonen at : http://communities-dominate.blogs.com

4. Build TRUST not Control

"Mobile telecom is inventing solutions that seem like magic" - Tomi Ahonen

Questions?

John @ qustodian.com @johnmroberts