Spice up your site – how to make your site appeal to users
Robert Thurner, Commercial Director Incentivated
Spice up your site how to make your site appeal to users
Robert Thurner 22nd July 2009
Incentivated – How we work with clients
Engagement is spread across all three elements
Clients
Global acquisition, retention (CRM) and m-commerce campaigns and solutions Campaign strategy, concept & management Design, build & hosting of WAPsites* Mobile advertising planning & buying Consulting, insight & post campaign analysis Mobile marketing Email marketing WAPsite (mobile internet) publisher Self-serve functionality SMS, PSMS, MMS, LBS, 2D barcodes etc Mobile content management system** Design & build of handset & server apps
Marketing, Creative & Advertising Agency
Mobile Marketing Platform
Messaging Gateway & Software Company
*Includes iPhone and other ‘smartphone’ specific sites // **Phone capabilities database
Incentivated – Clients
Balanced portfolio of agency and brand clients
AGENCIES BRANDS
Content
• Why “made for mobile” matters • What makes a site appealing? • Tracking users • Tips & getting started
DCSF launches world's first interactive mobile soap opera
The Solution:
Web and WAP banner ads, plus posters distributed at schools, directed viewers to register at www.thmbnls.mobi to receive 22 weekly episodes, exclusively on mobile, at 7pm on Fridays. The ‘Mobisodes’ were personalised: viewers’ names appear in characters’ mobile phone books and are also spoken. The weekly reminders come from the characters and viewers can change the storyline by replying by text. A ‘vCalendar’ can be downloaded to activate the handset’s alarm function. Data charges were zero-rated so all video downloads are totally free to viewers.
Business Need:
To engage elusive teenagers, raising awareness of sexual wellbeing, at no cost to them.
INSPIRATION GUIDE: ACQUISITION Public Sector: DCSF
Functions:
• • • Advertising Direct response Alerts
beinspired@incentivated.com www.incentivated.com/publicsector
Top 10 handsets – universe vs. Thmbnls
Universe Nokia 6300 Samsung G600 Sony Ericsson K800i Nokia N95 Nokia 6500 Samsung F480 Tocco Sony Ericsson W810i Nokia N95 8GB Nokia 1100 Nokia 2630 13-17 Sony Ericsson W810i Sony Ericsson K800i Samsung G600 Samsung J700 Nokia 6300 LG KP500 Cookie Samsung F480 Tocco Nokia N95 8GB Sony Ericsson W850i Samsung E900 Black 18-24 Sony Ericsson K800i Samsung G600 Samsung F480 Tocco Sony Ericsson W580i LG Viewty KU990 Nokia N95 Sony Ericsson C902i Sony Ericsson W910i Nokia 6300 Sony Ericsson W810i Thmbnls Sony Ericsson K800i Samsung G600 Sony Ericsson K770i Nokia 6300 Nokia 6500 Samsung J700 Samsung U600 Nokia N95 Nokia 2600 Samsung E250
Thmbnls top 10 handsets
Handset groupings
Level Description Handsets Can Do Can’t Do
1 2a
WML 1.0, 1.1, 1.2 xHTML (WAP 2.0) - portrait
Nokia 3330 SE K & Wseries
Text, basic pictures Colour images, backgrounds*, style-sheets, font sizes, drop-downs*
Few features supported Javascript*, Flashlite*, https*, large pages*
2b
As above with Flash
Nokia N-series
Flashlite, Javascript
3a
Landscape non-fixed width layout
BlackBerrys
As 2a
Flashlite
3b 4a 4b
As above with Flash Landscape fixed width Landscape fixed width via broadband/wifi
Windows iPhone, G1 iPhone, G1
Flashlite, Javascript Javascript High bandwidth content allowing large page loading Flashlite Flashlite
Right content to every handset every time
Content Management: CMSi optimises, stores and delivers content relevant to every handset Reporting: Clients are able to view reports on what has been browsed and downloaded
Handset Database: Our handset database contains important information on screen size and capability of over 5000 mobile phones
One site or two (or seven)?
Automatic redirect (direct.gov.uk web to WAP)
Image resizing
Landscape 208x104 Original image 1600x1200 Normal’ portrait 176x220
Animated GIFs resized in realtime (break down frame by frame and recompile for each handset type)
Navigation for iPhone
Interaction
• CTC + CTSMS • LBS • Survey • Brochure / ebrochure request • Video download • Live feeds ________________________ • Zero rate data • Data capture!
Mobile solution encourages Royal Air Force recruits
The Solution:
Call-to-action added to TV campaign running on over 60 channels for 8 weeks, as well as in lifestyle magazines.
Thx, which job? Reply ATC, MEDIC, SUPPLIER or GUNNER +ur NAME & EMAIL
Business Need:
To highlight positions available within the RAF other than pilots and to encourage applicationfor these positions. To deliver job specs instantly to respective recruits.
Text INFO to 88723. A text message is received requesting specific position of interest, name and email address and link to a WAPsite which includes short job descriptions. An e-bulletin is then sent to the email address supplied.
back
beinspired@incentivated.com
INSPIRATION GUIDE: ACQUISITION Public Sector: RAF www.incentivated.com/publicsector
M&S mobilises Back to School acquisition campaign
The Solution:
Press advertising invites customers to text keywords (SCHOOL1, SCHOOL2 ...16) to dedicated shortcode 65006 to receive a WAP push with a link to the BTS mobile internet site.
Business Need:
To find a new way of reaching young mums in what has become a highly competitive and cluttered school uniform market, where traditional media no longer achieve cut-through.
The WAPsite contains details of a selection of uniforms available with photos and prices along with a unique voucher code which can be redeemed online. Alternatively customers can submit their email address to receive an email with the voucher code.
Functions:
• Direct response
INSPIRATION GUIDE: Acquisition Retail and Motor: Marks and Spencer
beinspired@incentivated.com www.incentivated.com/retailandmotortrade
Banner ads to WAPsite – Jaguar XF
Banner ads to WAPsite – Jaguar XF
• Partnership with Jaguar and Global Beach / Euro RSCG to create advanced microsite High quality images and video content repurposed ‘for mobile’ A separate iPhone site created to take advantages of the slicker, more advanced platform DR functionality including Find My Nearest dealer and brochure ordering was added to the site enabling Jaguar to track interactions
•
•
•
jaguarxf.mobi – text XFNA to 62233
Response rates / Jaguar 2008
• 120 million WAPsite page impressions • 900,000 Unique Users • Average click-thru-rate from mobile ads to the WAPsite was 0.8% (0.3% on web) • 3% conversion rate of visitors into test drive requests (0.04% on web) • Approx £23 cost per test drive
Mobile activity / Jaguar 2009
• $1.6m spend across all sites in 2009 • Every model has its own WAPsite
Bluetooth + mobile ads + WAPsite - Royal Marines
Bluetooth + mobile ads + WAPsite - Royal Marines
•
Partnership with partner agencies Twentysix and i-level to create an integrated Bluetooth, mobile advertising and WAPsite campaign
Bluetooth + mobile ads + WAPsite - Royal Marines
Home page take-over on Vodafone, T Mobile, Three
Bluetooth + mobile ads + WAPsite - Royal Marines
IAB site – work in progress
• Homepage
• News / comment • Events • Mobile advertising • Registration • Find & contact us • Case studies ________________________ • ‘My Phone’ • Search box
Demo
Live news updates / RSS feeds
Reporting
• • • • • • • • •
Page impressions Unique users Handset used Referrer (media owner which served the banner ad as well as their referring server) Click-through from SMS Session summary i.e. path through the site and dwell time Content downloads Data capture Mobile advertising analytics (above by media owner)
Reporting
Reporting: mobile internet traffic
(i) iPhone ‘hits’ as index of all Smart Phones
1.0 0.8 0.6 0.4 0.2 1.0 0.0
Excitement of launch ‘Normal’ levels
(ii) Indexed ‘hits’ by typical handset (last 12 mths)
4.0
(1x model) (2x models) (4x models)
3.0 2.0
-2 un c W h k + W 2 k + W 4 k + W 6 k W +8 k + W 10 k + W 12 k + W 14 k + W 16 k +1 8
W
k
0.0
Nokia N73 All iPhones All BlackBerrys
La
(iii) Global ‘hits’ by hour of day (last mth)
15%
(iv) Global ‘hits’ by day (last year)
20% 15% 10%
10%
5%
Nokia N73 iPhone All
5% 0%
0%
0 2 0 :0 :0 0 0 4 0 :0 :0 0 0 6 0 :0 :0 0 0 8 0 :0 :0 0 1 0 0 :0 :0 0 1 2 0 :0 :0 0 1 4 0 :0 :0 0 1 6 0 :0 :0 0 1 8 0 :0 :0 0 2 0 0 :0 :0 0 2 2 0 :0 :0 0 0: 00
Tu
Th
Sa
W
F
00
Su
:0
M
Getting started
• Outsource Design, build, hosting, content management / optimisation, handset detection and redirecting • Build in-house Import tools that your techies can incorporate in your own code (eg handset detection/URL redirect, content management / optimisation, UU identification, payforit)
Tips – for optimum user experience
• 1 URL, 1 set of content, 7 presentations • Handset diversity - resolution of the largest screen > 12 x smallest screen • Download times – avoid splash pages (and Flash) till the majority have 3G • Always include ‘back’ and ‘home’ links on each page as the user does not have a keyboard to aide navigation • The shorter the URL (address) the better • Optimise your site for mobile search engines (Google, Yahoo!)
Thanks! Questions?
www.incentivated.com robertt@incentivated.com 0845 130 3985