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Listen to audio over your computer speakers or headphones, or phone in toll-free on: Australia: 1800 903 061 New Zealand: 0800 45 2198 Singapore: 800 120 5611 China: 4001 646 424 Hong Kong: 800 905 507 India: 000 800 650 1701 Indonesia: 007 803 011 0394 Malaysia: 1800 81 5376 Philippines: 1800 1651 0717 Thailand: 1800 658 132 Taiwan: 00 806 651 909 Vietnam: 120 65 158 Access Code: 502-538-536 We will begin at approximately 12 Noon Australian EST The Marketer’s Guide To iPad for Business

Marketers guide to ipad for business

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Marketers guide to ipad for business presented by Brian Giesen of Ogilvy, Mike Boyd of Alpha Salmon and James New from Citrix Online.

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Page 1: Marketers guide to ipad for business

Listen to audio over your computer speakers or headphones, or phone in toll-free on:

Australia: 1800 903 061 New Zealand: 0800 45 2198 Singapore: 800 120 5611 China: 4001 646 424 Hong Kong: 800 905 507 India: 000 800 650 1701 Indonesia: 007 803 011 0394 Malaysia: 1800 81 5376 Philippines: 1800 1651 0717 Thailand: 1800 658 132 Taiwan: 00 806 651 909 Vietnam: 120 65 158

Access Code: 502-538-536 We will begin at approximately 12 Noon Australian EST

The Marketer’s Guide To iPad for Business

Page 2: Marketers guide to ipad for business

Meet Your Moderator

James New APAC Marketing

Page 3: Marketers guide to ipad for business

Type  ques)on  here  

How to interact today

   Type  your  comments  and  ques1ons  here  

throughout    

Raise your virtual hand up to ask an audio question at the end

 

Page 4: Marketers guide to ipad for business

Twitter Hashtag

#iPad4biz

Page 5: Marketers guide to ipad for business

Brian Giesen | @bdgiesen Regional Director, Sydney

Ogilvy 360°Digital Influence

Meet Your Speaker’s

Mike Boyd | @mike_boyd Managing Director AppCast Pty Ltd

Page 6: Marketers guide to ipad for business

Confidential

11/08/11

The Marketer’s Guide to iPad for Business Presented by Ogilvy 360°Digital Influence and AppCast 11 August 2011

Page 7: Marketers guide to ipad for business

AUDIENCE POLL

Do you own an iPad?

Page 8: Marketers guide to ipad for business

The iPad landscape

Page 9: Marketers guide to ipad for business

More than 17 million iPad/iPad2 units sold worldwide!Source: apple.com, mactech.com, http://itnsltwn.deviantart.com/

Page 10: Marketers guide to ipad for business

8% of online Australians own a tablet device!Source: Nielsen Online, Lillian Zrim

Page 11: Marketers guide to ipad for business

In U.S., 500,000 iPad2ʼs sold on the first day, 70% to new users!

Source: ipadforums.net, Reuters

Page 12: Marketers guide to ipad for business

On March 25, iPad2 went on sale in Australia, selling out within hours!

Source: International Business Times

Page 13: Marketers guide to ipad for business

Sydney

242.3 Million sold in 2015

19.7 Million sold in 2010

Market Growth of Tablets

Source: isuppli.com, itp.net

Page 14: Marketers guide to ipad for business

87%  of  iPad  owners  use  it  every  day

Source: btrax

39%  35%  

Page 15: Marketers guide to ipad for business

iPad  Sta1s1cs

59    

15   90  iPad  already  available  in  59  countries  

15MM  units  sold  in  2010  

90%  tablet  market  share  

Source: quickpwn.com, yudu.com, tabletmonsters.com, maclife.com, phandroid.com

Page 16: Marketers guide to ipad for business

50  50%  of  Fortune  100  using  iPad  commercially  

 

iPad  in  the  Enterprise

80  80%  of  Fortune  500  deploying  or  pilo1ng  iPad  

 

Source: zdnet.com, dashboardinsight.com

Page 17: Marketers guide to ipad for business

0

2

4

6

8

10

0 1 2 3 4 5 6 7 8 9 10

Apps iTunes

App  Economy

Quarters after launch!

Dow

nloa

ds (B

illion

)!

Source: “Top Mobile Internet Trends”, February 2011 – Murphy & Meeker, mylookout.com

10 bn

0

200

400

Jul-06 Jan-07

Apple Android

Available Apps

Thou

sand

Page 18: Marketers guide to ipad for business

Source: Forrester, February 2011

45.5%

33.1%

10.3%

Mobile Traffic Report from Forrester Retail Site

iPad

iPhone

iPod Touch

Droid

Blackberry Tour

Blackberry Onyx

Samsung Moment

Other Mobile

Nearly  half  of  mobile  traffic  occurs  on  iPad

Page 19: Marketers guide to ipad for business

Source: Business Insider, May 2011

0%

10%

20%

30%

40%

50%

60%

July '10 Aug '10 Sep '10 Oct '10 Nov '10 Dec '10 Jan '11 Feb '11 Mar '11 Apr '11

iPhone

Android

iPad

Mobile Share of Total Visits iPod

Blackberry

Visits to Business Insider From Mobile Devices (Share Of Mobile Visits Per Device)

Mobile  share  of  web  use  on  the  rise

Page 20: Marketers guide to ipad for business

iPad  users’  percep1on  of  mobile  adver1sing

•  More receptive to ads than other device users!!•  Enjoys interactive ads!!•  Looks more at ads with video!

•  Appreciates innovative advertising methods!!•  More likely to make a purchase after viewing an ad!

Source: The Nielsen Company

Page 21: Marketers guide to ipad for business

The Australian Mobile Audience Landscape

0  

10000000  

20000000  

30000000  

40000000  

50000000  

60000000  

70000000  

80000000  

90000000  

0  

50000  

100000  

150000  

200000  

250000  

300000  

350000  

400000  

Aug  09  

Sep  09  

Oct  09  

Nov  09  

Dec  09  

Jan  10  

Feb  10  

Mar  10  

Apr  10  

May  10  

Jun  10  

Jul  10  

Aug  10  

Sep  10  

Oct  10  

Nov  10  

Dec  10  

Jan  11  

Feb  11  

Mar  11  

Apr  11  

May  11  

Ave  Daily  UB  

PI  

Source : Nielsen Market Intelligence, Mobile content, Total Traffic May 2011

Page 22: Marketers guide to ipad for business

Brand  websites  that  break  on  the  iPad

Source: btrax

Page 23: Marketers guide to ipad for business

AUDIENCE POLL

Why did you purchase or want to purchase a tablet?

Page 24: Marketers guide to ipad for business

Who is using the iPad?

Page 25: Marketers guide to ipad for business

Entertainment!Utility! Information!

Call customers to act in a way that is in line with business objectives!

Incorporate games, videos, and other entertaining features based around

products !

Offer additional knowledge about products or related

services !

Businesses  incorporate  the  iPad  in  various  ways

Page 26: Marketers guide to ipad for business

Source: itunes.apple.com

CX Mobile makes travelling easier by

letting users handle many travel

necessities at any time and from

anywhere in the world, including:!

Ø  Check in!

Ø  Check flight status!

Ø  Booking a flight!

Ø  Manage your booking!

Ø  Get flight schedules !

Ø  Access City Guides to over 70

destinations worldwide !

Cathay  Pacific  Travel  Resources

Utility!

Page 27: Marketers guide to ipad for business

ChaXer Salesforceʼs Chatter is designed to

improve employee collaboration and

engagement. !

!

Great tool for sales teams in particular, as

the app features groups, file sharing as

well as the short “what are you working

on” updates.

!

Source: itunes.apple.com, fashionista.com

Utility!

Page 28: Marketers guide to ipad for business

Features include:!

Ø  Store Locator!

Ø  Drink Builder: Create and share your

perfect Starbucks ® beverages!

Ø  Food Menu with nutritional info and

ingredients!

Ø  Coffee Menu!

Ø  Job Finder!

Ø  myStarbucks: Save all of your favorites

for quick recall and sharing.

!

Starbucks  Coffee-­‐maker

Source: itunes.apple.com

Utility!

Page 29: Marketers guide to ipad for business

The digital edition of GOURMET

TRAVELLER is an interactive app-based

magazine available for free.!

Features include:!

Ø  How-to videos!

Ø  Cooking demonstrations!

Ø  Picture Slideshows!

!!

Australian  Gourmet  Traveller

Source: itunes.apple.com

Entertainment!

Page 30: Marketers guide to ipad for business

Features include: !

Ø  Play & download games.!

Ø  Listen to Radio Disney.!

Ø  Interact with Disney characters. !

Ø  Create personalized greetings from

characters.!

Ø  Watch new, favorite and original videos.!

Ø  Get the latest Disney news and

updates about movies, TV shows, events

and more!

Ø  Movie showtimes, locations and tickets!

Disney  Interac1vity

Source: itunes.apple.com

Entertainment!

Page 31: Marketers guide to ipad for business

Burberry  Retail  Theatre During their 2011 spring/summer

show, 25 Burberry boutiques around

the globe streamed the runway show

live for customers on social media. !

!

iPads with a special Burberry app

were distributed among the public,

allowing the public to order and buy

the items on show straight away. !

Source: Ogilvy

Entertainment!

Page 32: Marketers guide to ipad for business

Ford  Fiesta  Brochure The Ford Fiesta brochure app is a

friendly, easy-to-use presentation that

takes you on a complete tour of Fiesta in

a simple magazine format.!

Features include:!

Ø  360-degree views of exterior & interior!

Ø  Details of 15 class-exclusive features!

Ø  Informative videos!

Ø  View all of Fiesta's exterior colors !

Ø  Dealer locator current dealer inventory!

Ø  Price quote request!

Source: itunes.apple.com

Information!

Page 33: Marketers guide to ipad for business

Mercedes-Benz Advantage is an app

made for the automaker's sales force. The

app provides quick access to the latest

deals and a quicker turnaround time for

customer credit application processes.!

!

The program streamlines the closing of

the deal by eliminating the potentially

deal-killing walk away. !

Mercedes-­‐Benz  Advantage

Source: autoblog.com

Information!

Flickr user iFun.de

Page 34: Marketers guide to ipad for business

With the free InterContinental® Concierge

Insider Guides iPad App, users tap into

the knowledge and experiences of the

InterContinental Concierges.!

Features include: !

Ø  Local concierge recommendations for

over 120 destinations!

Ø  Video tours!

Ø  An interactive map of recommended

shops, restaurants and local attractions!

InterCon1nental  Concierge

Source: itunes.apple.com

Information!

Page 35: Marketers guide to ipad for business

Measure! Measure!

Strategic Approach to !Content Creation for the Tablet!

Strategy! Measure!Create! Publish!

Page 36: Marketers guide to ipad for business

Measure! Measure!Strategy! Measure!Create! Publish!

Discover

Plan

What are our goals?!Who will we reach?!What are our resources?! !

Where will people interact with content?!Define content types.!Develop strategy.! !

Strategic Approach to !Content Creation for the Tablet!

Refine messaging in content.!Modify channels of distribution.! !

Page 37: Marketers guide to ipad for business

Measure! Measure!Strategy! Measure!Create! Publish!

Discover

Plan

What are our goals?!Who will we reach?!What are our resources?! !

Where will people interact with content?!Define content types.!Develop strategy.! !

Strategic Approach to !Content Creation for the Tablet!

Content Owned content.!Event triggered.!Consumer generated. ! !

Story Define message and tone.!What problem are you trying to solve?!! !

Page 38: Marketers guide to ipad for business

Measure! Measure!Strategy! Measure!Create! Publish!

Discover

Plan

What are our goals?!Who will we reach?!What are our resources?! !

Where will people interact with content?!Define content types.!Develop strategy.! !

Strategic Approach to !Content Creation for the Tablet!

Content Owned content.!Event triggered.!Consumer generated. ! !

Distribute Content seeding with !online destinations: !social channels, etc.! !

Story Define message and tone.!What problem are you trying to solve?!! !

Curate Determine sources.!Aggregate content.!Apply keywords. ! !

Page 39: Marketers guide to ipad for business

Measure! Measure!Strategy! Measure!Create! Publish!

Discover

Plan

What are our goals?!Who will we reach?!What are our resources?! !

Where will people interact with content?!Define content types.!Develop strategy.! !

Strategic Approach to !Content Creation for the Tablet!

Content Owned content.!Event triggered.!Consumer generated. ! !

Distribute Content seeding with !online destinations: !social channels, etc.! !

Optimize Refine messaging in content.!Modify channels of distribution.! !

Story Define message and tone.!What problem are you trying to solve?!! !

Evaluate Content performance meet goals?!Which channels are best?!Which most valuable? ! !

Curate Determine sources.!Aggregate content.!Apply keywords. ! !

Page 40: Marketers guide to ipad for business

Resources:

Page 41: Marketers guide to ipad for business

Additional Resources

Getting started:!

•  http://www.apple.com/ipad/business/!

!

Staying smart:!

•  https://discussions.apple.com/community/ipad?categoryID=267!

•  http://www.asiadigitalmap.com/!

•  http://www.zipadblog.com/!

•  http://www.tipb.com/!

Slideshare presentations:!

•  http://www.slideshare.net/emakina/ipadvertising?from=ss_embed!

•  http://www.slideshare.net/yudu/the-apple-ipad-trends-and-statistics!

!

!

Page 42: Marketers guide to ipad for business

The Holmes Report Awards •  2011: APAC Digital Consultancy of the Year

IPA Effectiveness Awards •  2010: Bronze award for “How Branding

Generated Sales, Even in a Recession”

Asia Pacific PR Awards

•  2010: Best Use of Digital x 3

•  2009: Best Use of Digital

Asia Marketing Effectiveness Awards •  2010: Most Effective Public Relations

Ogilvy Professional Achievement Awards •  2010: Best in Digital Influence (Taiwan)

•  2010: Best Specialized Marketing (Shanghai)

•  2010: Best submission for 30th anniversary competition (Hong Kong)

Click Awards •  2010: Integrated Marketing

WPPed Cream Awards •  2010: Best Consumer Marketing

ITSMA Marketing Excellence Awards •  2010: Most Effective Public Relations

(Diamond)

IBM Global Best Practice Awards

•  2010: Best CFO Case Study (Silver)

•  2010: Best Impact in Regional Activity Using Social Media (Bronze)

•  2010: Values Award

Microsoft Marketing Awards

•  2010: Social Media Marketing in Asia Pacific

Atticus Awards •  2010 Best Digital Influence Essay

CONTACT: Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p 02 8281 3853 e [email protected] t @bdgiesen

Ogilvy is the most awarded social media agency in APAC

Mike Boyd Managing Director Appcast p 02 9409 0088 e [email protected] t @mike_boyd

Page 43: Marketers guide to ipad for business

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Page 47: Marketers guide to ipad for business

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