but you actually pay mavens back because they obsessive compulsively have these
databases in their mind, so the way you play a maven back is you say you know
that advice you gave me on which phone to buy? That was the right one, or hey I
signed up with verizon and it doesn't work in my area. That's how you
can pay a maven back, because they're compiling that database. This matters if you've
got to connect all these people and motivate them. Bet the
mavens are our guides, and the rest of us - we love relying on the guys, we say I'm
I'm not that good with technology. I'm in advertising. I'm creative, so let's let
them do it. The PR people say that to the nonprofit, it's not just you guys, we all do it.
What it is fundamentally about is people, so here are the numbers that are
going back to my case, you've got 1.3 billion cell phone users accessing the
web from their phones. Think about that - 1.3 billion accessing the web from their
phones. On mobile we've got six billion dollars projected by 2014 that's a
projection, so we don't know it's going to go there and a lot of that is not quite
frankly going to go to the advertisers. A lot of that's going to go to the
carrier, that's where they're going to get their tithe but
you still got 4.6 trillion text messages. My 16 year old',s my
16-year-old son's girlfriend recently got in trouble because she broke her plans
She's limited to 4,000 text messages a month and went over, and we're
sitting around the table and you know I couldn't even do the math I'm like how
many text messages is that per minute how many minutes are there in a given
month, and so then I asked the question that you're all thinking too. Really? Did
your son reply to 40,000 or 4,000 text messages and no, and then he felt
bad, because only 200 of them were to him. So again, you've got
this weird social dynamic. Man, your cell phone's cheating
on my cell phone, which you've got a trillion-dollar industry per year. Now
these slides, by the way, are going to be up. There's a website called slideshare.net
and what YouTube is to video, slideshare is to powerpoint, so you'll be able
to download all these. I probably won't be able to get them uploaded until tomorrow but
and you're going to see a URL and a link on all these. This is communities-
dominate-blogs.com, which has a lot of great mobile data. So we are reaching
we, there's some weird metrics that are out there right now. One of the
metrics I've read recently was two-thirds of all page views on Facebook
are of women's profiles, and again, from an anthropology perspective this makes
sense. And not just by men, right? Women looking at women's profiles, men looking at
men's profiles, and on the facebook topic - kids feel guilty for sitting there
looking at 30 40 facebook profiles. You walk in the room and say what are you doing?
Nothing. But they're doing the same thing we've always done at the mall
they're checking each other out, they're learning the social norms, they're
forming all these patterns in their brains, which is why you can
put somebody on facebook, but you can't necessarily teach them the culture of
facebook, they have to just experience that. But these are the demographics and
right now slightly more on cell phones is slightly more male than female, and
again, you've got across the board even into 65. The highest growth rates tend to be
in the middle in both, faced with the inter-mobile. So what is the mobile web?
It's not just the coolest new handheld, it's not I phones and text messaging, it's
definitely not just the PC web on your cell phone, it's a little bit different
Now, while I was preparing for this, and I won't put in any agent.. How many folks here are
here with agencies? Real quick. Okay so it looks like the majority the room is
connected, and the rest of you guys are with industries? Or actually how many nonprofit? Just
couple of nonprofit, ok so I'm going to assume everybody else is industry
or government. All the data I saw shows that less than one percent of ad
revenue right now is, from an agency perspective, is mobile. And that was a
very disappointing stat. I would love to come in here and tell you guys it's
fifteen percent and growing fast, but it's not. We're worked up about it, we're
frothed about mobile, but right now from an actual revenue perspective, what I'm
seeing is currently one percent. Does anybody have a fair big deviation from
that with their agency? Okay, so we're all excited about the topic but we're seeing
some discrepancy between the signal and the noise, so we're going to talk
about ways that you can blend it. It is mainly, the mobile web is mainly about
how we connect advertising engagement. Forty-four percent of Americans' time is
on the go. There's a great graph, I think I should have brought this graphic but
there's a graphic from the Houston Chronicle and it shows mobile traffic in
the morning that goes like this, and it's a newspaper, and then it kind
of goes down and then what you see is the regular traffic kind of is low in
the morning, and then it goes up, and then it goes down at the end of the day.
Now what's happening? How many of you guys roll over in bed and check your
blackberry and your iPhones? Alright, show of hands, honestly. How many of you guys
are killing time in the restroom waiting for the shower to heat up, checking
your iPhones and Blackberries? So there's all this morning traffic where
we're willing to take convenience of location over quality of experience.
Certainly going to a high-speed computer you're going to have a higher quality
experience, but you're willing to take your current location so a lot of it is
on the go, and this matters because where you are really matters. We've got
fifty nine percent check emails while driving. I would bet in this audience, is
there anyone in here who can honestly say that never ever checked an email
while driving? I'm going to put my hand down because I can't say that. One guy, and I
think the woman next to you just punched you in the shoulder?
Okay, one guy, alright. So the rest of us admit we're doing it, and what's funny
is a lot of times when we talk about what's next is, ask
yourself what am I compelled to do, and certainly, and I check it all the time
but I check it at stoplights, when I'm parked in u-turn, I hate being bored.
Now that matters a lot because in advertising if you can make us not bored, but have
a quick way to engage and disengage, then that's a new product that sells better.
So this is one, and I can honestly say I thought of this years ago but I didn't
write the app. This is called trapster, and what you do with your iphone is where you get
these speed traps in your neighborhood, you mark them. You go speed trap, and then
over time you will learn where all the speed traps are. Now, if you've got a client
that sells radar detectors, boy that's a great game to, or not a game, that's a
great application to sponsor. I think a lot of this goes back to strategy
where you're going to have to do a tie in because right now what we're seeing in particular
with iphone app development, is there's this crush, and there are so many startups
targeting it. There are two things that always come out of the crush of startups
targeting a new technology. One - most of them fail, and two - there's a ton of
people who have that skill set, and therefore the evaluation and the pricing
of that skill set drops significantly. We saw that with everything from SAP
to the invention of the web, etc. This is Trapster, one example of a great
product that you can build in the mobile space. How do you make money doing this
from an agency perspective? A lot of this comes down to deliverables, and what you
can actually what a client needs whether you're doing in-house, or the agency is
doing it. You've got a number of different approaches that you can use to
attract the mobile space. One of them is a perfectly legitimate strategy.
Do nothing, you just do nothing and let the web browsers on the mobile device deal
with your website as it is right now. That can be
dangerous because as we know the iphone and what's coming out the ipad do not
support flash, neither does the blackberry, and a lot of agency websites are flash based
or a lot of consumer facing websites are flash-based. Here are your strategies
One - you can simplify. Definitely, and we're talking about making your website
ready for mobile devices. You can reduce your images and your styling, you can have
it where entire portions of the web don't appear. There's something called handheld
style sheets. What this does is it loads the same data but with an alternate view
and those are called handheld style sheets, so it's getting a little bit technical and
again, you have the slides afterwards. Again, it's a very valid strategy so you
can have your main creative person present your messaging, and then have an
alternate person do mobile strategy. This is what, this is one of our products
which you can see right here. It just goes to this very very basic text
message. It's also a great way when you design your mobile
approach. A lot of times you'll find that you aren't even addressing a known need in
the primary one. We've all gone to the website where we cannot find a physical
address, we cannot find their phone number, and so the same thing when you
actually go on mobile you'll find what do people want to get when they go to
the Houston Zoo website? They want to see the hours, they want to know if it's open,
they want directions. And what we found was on the other side the design for
mobile made us change some of our strategy. We went back to the regular web
design version. You can create a completely separate site. Right now
for example, on blackberry there's m.blackberry.com, and they've got
a new one coming out, I want to say it's called zone or something like
that, which is going to be the new facebook mobile web. There is
an app for that. By the end of 2010 we're expecting to have 300,000 iPhone
applications and 75,000 google android applications. The google android
applications, Android is an open-source operating system for mobile
devices. To talk a little bit briefly about the iphone app, how do you
get through the clutter, if you're an ad agency or you're a business, designs and
applications, how do you break through the clutter? How do you get google
look at your app if there're 300,000 of them?