Look at these statistics from Starbucks mobile effort, provided by Mashable!

• Since launching a mobile app that allows mobile payments this past year, Starbucks has hosted 26 million transactions on  iOS, BlackBerry and Android.  There have been millions of downloads of the app.  One in four Starbucks card transactions is now executed via a Starbucks card and a portion of those are done through mobile.
• The app’s momentum is building.  There have been 6 million transactions last nine weeks.  The highest level of transactions are in large urban areas.
• $110 million has been reloaded to customers’ Starbucks cards via mobile compared with $2.4 billion loaded into Starbucks cards overall in 2011.  Mobile is nearly 5% of cards’ revenue in less than a year.  Now that’s a solid new revenue stream.  (Of course, we don’t know how much is incremental.  I’ll keep looking for that stat.)

Consumers as usual love the improved convenience – it’s a faster and easier way to pay.   You can just see the pipeline of new products and services coming from the mobile platform from Starbucks.  What’s possible for your business?

Mary Meeker* highlights these trends in her annual presentation at Web 2.0 yesterday (review in techcrunch).  Here are my favorite points with my (humble) comments are:

Globality – We Aren’t In Kansas Anymore… 81% of users of the top ten global internet properties are OUSA.  Julie:  I see it everyday with global visitors to the US websites, even my local church website.

Mobile – in the Early Innings Growth,  but the world has not seen tech adoption like smartphones and iPads. Julie: Her graphic above of needs is not that far off.

User Interface – Text/Graphical/Touch/Sound/Move – “Sound is going to be bigger than video.” SoundCloud CEO.  Julie: Add “role of sound” to the creative brief.

Commerce – Fast/Easy/Fun/Savings = More Important Than Ever… “It’s now an expectation that if you see it on your screen, you can click and buy it,” says Meeker.  Julie: Ecommerce everywhere.

Advertising – Lookin’ Good…23% of clicks on ads is a good sign.  Julie: the growth in e-retailing is so much faster than offline.  Some categories just experiencing this phenomenon.

Content Creation – Changed Forever: Meeker refers to Joanne Bradford from DemandMedia doing a better job at talking about content creation.  Julie: note to self, read more of Joanne Bradford.

Mega-Trend of 21st Century = Empowerment of People via Connected Mobile Devices “The ability to get realtime fast and broad information flow is only going to get greater,” says Meeker.  Julie: even more community building is coming.

Authentic Identity – The Good/Bad/Ugly. But Mostly Good? Julie: On the downside, “‘truth’ is one photo/click/send away” (Meeker).  On the positive, just be yourself!

Thank you Mary and techcrunch for sharing your learning.  I’m off to learn more about Joanne Bradford.  Let me know what you think about these trends!

Julie

*Mary is a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield & Byers.

The answer is events and sports.  Here’s an article by Ad Age using the Bluefin Labs‘ measure of social media interaction.  The TV shows with the most tweets and Facebook updates are events and sports shows.  The chart shows the top 20 most social TV shows over the last six months, as measured by Bluefin’s Response level, with sports events listed in green.  Given the level of suspense, it seems America comments on contests, whether they are sports or award-show related.

I take some comfort that my favorite show, Project Runway, has a response level of 6.90!

I’m studying the behavior of multi-tasking with media.  Let me know what you respond to and your behavior using multiple media at the same time!

Julie

A client recently asked me…. could you show me what we are aiming for in a digital plan?

I had always used a standard spider chart of Objective, Goals, Strategies and Plans – a best practice from my CPG Marketing days.

But I realized I think differently now… adding these three steps:  developing Remarkable Content, getting it found online and making sure to have a call to action on your digital platforms (ex.  in Facebook or on your website.)

This diagram from Top Rank Online Marketing had most of the pieces:

- Know your target and your Objective/Goals (the measure of success)

- Optimize your Content and create digital assets

- Get your content found – send out your content to digital distribution channels

- Inspire a call-to-action at these channels.

Let me know how you have changed your planning with digital!  Thanks for reading!   Julie