Training Events

Social Media and Mobile Marketing Masterclass
SMLXL presented by Figaro Digital What are the deliverables of our social media and mobile marketing day?

1.Achieve a comprehensive understanding of how to drive business success – by better understanding; the logic and the language of the networked society, and how that effects the ways in which we connect, communicate, share knowledge and information, and how that fundamentally changes the way you think about marketing strategies are conceived and executed .

2.Open up the collective minds towards the possibilities of mobile marketing and, in particular, help develop ideas on what relevant mobilemarketing looks like.

Who should be attending?
Brands, agencies and media organisations that have an intense need to revive their marketing strategies, to find new ways to meaningfully engage their audiences and in so doing build coherent roadmaps and initiatives to survive in the digital age.

Cost = £495 + VAT per delegate
(There are discounts available for group bookings and if you work for a not for profit organisation)

Please call the Office on 0207 870 3380 if you have any questions regarding this event.

*Note about the day.
We want this to be an interactive day, although you will receive a great deal of information – we are not going to talk at you. We want to get you involved thinking, and engaging it’s the best way to learn.

Agenda:

9.00
Registration and coffee

9.30-10.30
I suppose going back to the way things used to be is a bit out of the question?

In this introductory module, we outline our changing communication landscape and demonstrate how it differs from a common understanding of how people connect with each other and companies. This the end of the “read only culture” –a world defined by [1] search, [2] participation [3] pervasive networks, therefore the very nature of commercial communication –must adjust and evolve to fit this new paradigm.

We cover the relative merit of "hot" media versus "cold" media and introduce the "age of networks" which amplify human talents for cooperation.

10.30-11.00
Q&A

11.00-11.15
Break

11.15-12.00
Analytics on mobile

Social Media Metrics, Products and Tools. Here, we cover a wide range of tangible ways in which social media activity can be measured. This module primarily introduces new, proposed standards such as "Cost per Relevant Audience"

12.00-13.00
Lunch

13.00-15.00
Winning in mobile

In the final module, case studies from all over the world are shown, discussed and analysed. This is an in-depth investigation into how various models have worked. Each case study followed by Q&A.

15.00-15.15
Break

15.15-16.30
Mobile marketing workshop

The last part of the day is spent workshopping through communication challenges as teams. These will then be presented to the group and discussed assessing the merits of each proposal.

Mobile Marketing Masterclass – course notes
Welcome to the SMLXL Marketing Masterclass where we will open your head and pour in some very cool stuff about mobile communications. Your life will never be the same again. We will also make this course fun and stimulating - so much so that you will want to tell your friends about it.

I suppose going back to the way things used to be is a bit out of the question?
In this introductory module, we outline our changing communication landscape and demonstrate how it differs from a common understanding of how people connect with each other and companies. This the end of the “read only culture” –a world defined by [1] search, [2] participation [3] pervasive networks, therefore the very nature of commercial communication –must adjust and evolve to fit this new paradigm.

We cover the relative merit of "hot" media versus "cold" media and introduce the "age of networks" which amplify human talents for cooperation.

1. Transformation: the end of the “read only culture” – understanding the forces that are driving the communications revolution - hence the role of business and brands in the networked society

2. Are we overstating the extent of the change?

3. An introduction to the networked society

4. Its not web/mobile 2.0/3.0/4.0 it is in fact technologies of cooperation

5. From Cold War to Hot Media

6. Companies are from Mars and Customers are from Venus

7. The search economy and the furniture of advertising
What are we searching for?
From PUSH to PULL?
Why interruptive communications on the mobile is such a NO NO if you want to make real money

8. Principle trends as a counterpoint to traditional notions of business/media & marketing. The 4C’s: Commerce, Culture, Community, Connectivity

The 4C’s is also a mechanism to think through what type of business and communication activities will succeed and why. We will provide examples of the 4C’s successfully deployed through the case histories listed above

9. Now hear this: Mobile will be a bigger force for change than the Internet
My remote control for life

11. The language of mobile marketing: you will get to understand the importance of terms such as:

Proximity, Presence, Quality of Communication, Identity, Past, Present & Future, Timely, Relevant, Contextual, Identity

What gets measured gets made!! Change the way you count, and you change where advertising dollars go.

Social Media Metrics, Products and Tools.
Here, we cover a wide range of tangible ways in which social media activity can be measured. This module primarily introduces new, proposed standards such as 'Cost per Relevant Audience'

1. Social Marketing Intelligence: is the black gold of the 21st Century.
Wars will be and are being fought over the precious natural resources of the earth. However, there is another precious raw resource that will also be fought over - that is the raw and then refined flows of social communication data that enables us to rewrite the rules of marketing communication. It is through understanding and using Social Marketing Intelligence – that you can look at new models of ROI, accountability and use new tools to enable marketing two primary functions customer acquisition and customer retention

2. 3D-Customer profiling
We understand behavioural analytics, we understand 3rd party, survey and demographic information, however few of us understand the crucial importance of social network theory analytics and how this becomes the third leg in the holy trinity of Social Media Marketing. It brings a range and level of insight previously incomprehensible and unimaginable

3. Social revenue scoring
What falls out of 3D customer profiling is insight into how we influence each other – which means we can apply a social revenue (+) or (–) depending on whether we are Alpha’s, Connectors or Outliers.

4. From CPM and CPC to CPRA - 'Cost Per Relevant Audience'
Social network theory, connected to powerful algorithms takes 3D profiles and provides granularity into how we are influencing each other – this means rather than applying a broad metric we can identify the most appropriate audience to the most appropriate message – which means we can begin to entertain the metric Cost Pre Relevant Audience.

5. Predictive analytics
Social Marketing Intelligence when plugged into rich data flows, is a self-learning system, even though the data is anonymised through profiling and 3D customer profiles, marketers will be able to understand the commercial value of predictive analytics.

Understanding that with your social network of subscribers, or customers that certain behaviour points to propensity to churn, or buy.

6. Social Marketing Intelligence products and tools
We will introduce you to some thinking on how we create and use Social Marketing Intelligence tools that are task and function focused – for example:*Customer Acquisition*Keeping your customers

Product Marketing

Customer loyalty

Q&A
So how does this insight and perspective on data challenge your current set up? Lets work through some pathways of success.

Is data connected dynamically to marketing and business?
For example managing your data – Dashboard - what sort of dashboard might we need?

A 29% response rate! Mate you’re pulling my leg – aren’t you?

Winning in Mobile.
In the final module, the case studies from all over the world are shown, discussed and analysed. This is an in-depth investigation into how various models have worked.

Each case study followed by Q&A:
What are the lessons we need to draw from each case history? These insights will then start to build for the attendees a knowledge and perspective that will be applied to the final session of the day.

Case study examples:

BMW– Germany
Timely, Relevant, Contextual communication generates 31% response rate

The story of BA mobile on-line check-in service
BA after struggling since 2000 with the operators decided to go it alone in the development of a service that would bring a greater level of service and connectivity with their customers.

Girlswalker– Japan
Mass Niche Communities of Interest for retail - The Fashion mobizine Girlswalker generated €83m last year – by creating a business around a mass niche community of interest: girls throughout Japan interested in fashion

Help Networks– Japan
Help Networks is a unique service in Japan that demonstrates how one could transform the classified advertising and how you make money – by enabling people to better connect and collaborate together

Qustodian - International
A breakthrough approach to communications and marketing on mobile

Flirtomatic – virtual rose + Strongbow
Flirtomatic also understands how to tailor its “currency of communication” to generate revenue. Both in terms of virtual commodities such as the virtual red rose or indeed how to integrate brands wanting to connect with this social network in a way that creates value.

FantaLife– International
Created for the Coca Cola company SMLXL was asked how to create a state-of-the art engagement communication initiative. Mobile was often the remote control for consumer engagement

Gaming: the right way
Tohato's snack food wargame in Japan
Tohato created a multiplayer role-playing game to launch a brand of crisps

Augmented Reality - Layar augmented browser
If you thought social media and social networking were big wait until you start to get your head around the phrase, “augmented reality”. Mobile will be the pioneers of augmentation. However, Augmentation is merely the layering of information and data over each other to create more value – like a map!

The immutable laws of mobile marketing

Based upon the case histories - what do we think those laws are, I have a point of view but I want to get you to draw your own.

Business models, approach, design, data etc.

What could you do with Mobile communications?

The last part of the day is spending time workshopping through communication challenges as teams. These will then be presented to the group and discussed assessing the merits of each proposal.