Social and Mobile 101

1. Think Outside the Banner – What’s New & What’s Next
Presented by:
Raul Vielma Melissa Patterson Elissa Nauful
Director of Digital Solutions Mobile Editor Founder/CEO Ballywho Interactive
561-820-4277 561-820-4012 813-347-4400
rvielma@pbpost.com mpatterson@pbpost.com elissa@ballywhointeractive.com
April 15, 2011
RealSolutions.PalmBeachPost.com

2. What you can expect to get out of this workshop
The rapid adoption of mobile devices
Mobile terms you need to know
The who and what of mobile usage
Mobile influence of consumers
What is community in social media
Platform review
The evolution of social media
What gets measured gets done
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3. MOBILE
Adoption of mobile devices
Mobile Terms you need to know
Who and what of mobile usage
Mobile influence on consumers
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4. “Why should I care?”
• 93% of all Americans owned a cell phone
as of June 2010
• More people will use their phones to
browse the Web than their computers by
2013 (prediction)
• Global smart phone shipments surpassed
PCs in Q4 2010
• U.S. mobile ad spending to reach $1.2B
this year (prediction)
• One-third of all American online
consumers (82M people) will own tablets
by 2015 (prediction)
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Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey

5. Mobile 101
• Smart phone: An advanced phone with an operating
system; runs apps, requires data plan.
• Feature phone: A low-end phone for calling, text
messaging or basic Web activities
• SMS (Short Messaging Service)/MMS (Multimedia
Messaging Service): “Text messages” and “picture/video
messages.”
• Native apps vs. web apps: Native apps are
downloaded/stored on the device; web apps live on the Web
and are viewed via the Internet.
• Short codes: 4-6 digit numbers often used to run
advertising campaigns or subscription services; The Post’s
shortcode is 72411 (PB411).

6. More than 1,271,100 mobile phone users in our market.
Some of the demographic characteristics of
mobile phone users are: Top 5 ways mobile phone users use their phone:
1. Make local and long distance calls (75%)
▀ Adults 18 to 44 (41%)
2. Text (49%)
▀ College educated (57%)
3. E-mail (19%)
▀ Have children (32%)
4. News/Traffic (15%)
▀ Employed (54%)
5. Search (14%)
▀ Household income of $75,000 or more (41%)
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Currently own a mobile phone: 1,271,100
Source: 2010 Scarborough Report, Release 2

7. Fact or Fiction: Smart phone users
Fact or Fiction: Only young people use smart phones.
Adults 18 to 54 82% Adults 18 to 24 15%
Adults 25 to 34 25%
Adults 55+ 18% Adults 35 to 44 18%
Adults 45 to 54 24%
0% 50% 100% 0% 25% 50%
Fact or Fiction:
Smart phone users are just a bunch of single guys looking to hook up.
Married 61%
Never married (single) 30% Female, Male,
Divorced/Legally 48% 52%
separated 6%
Widowed 3%
0% 25% 50% 75% 100%
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Total Palm Beach County Adults: 1,025,700
Source: 2010 ScarboroughReport, Release 2 1
Source: 2010 Scarborough
Report, Release

8. Fact or Fiction: Smart phone users
Fact or Fiction: Smart phone users make money.
$75,000 to $99,999 17%
$75,000 or more 60%
$100,000 to $149,999 23%
Less than $75,000 40% $150,000 or more 20%
0% 50% 100% 0% 25% 50%
Fact or Fiction: Smart phone users are educated.
College educated 67%
Sales & Office 22%
Children under 18 49%
Professional 16%
Employed 71% Management 14%
Retired 7%
Service 13%
0% 25% 50% 75% 100%
0% 25% 50%
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Total Smart Phone Users: 541,600
Source: 20102010 ScarboroughReport, Release 2
Source:
Scarborough Report, Release 2

9. Mobile Influenced Sales & Engagements
1 in 3 mobile search queries have local intent
Search near My Find local store
Location hours
Find friends Get driving
nearby directions
Browse
Call a local What’s
business Near Me
Now
Locate
a business
on maps
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Source: Kelsey Group as presented by Google, 2011

10. Mobile enabled campaign and landing page
Mobile campaign will include creative design for:
iPhone/Android (320x53)
Blackberry (300x50)
Other Feature phones (216x36) Landing page features:
• Phone number
• Web address
• Google Map
• Email entry
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11. Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location
+ Friending...
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Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11

12. Download Complete: Mobile
▀ 85% of our local market adults use a mobile device
▀ Mobile phones are used not just for making calls
▀ People are looking for local information with their mobile device
▀ Mobile advertising can deliver your message to people on-the-go
▀ Social features have increased mobile usage
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13. SOCIAL
Relationships and Intimacy
What is community?
Newest tools and tips: Platform Review
Understanding messaging
Collaboration and community
Empowerment and internal messaging
The evolution of social media
What gets measured gets done
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14. What is Web 2.0?
▀ A new set of internet tools that enable shared community
experiences, both online and in person
▀ Here, a community is a group of people (large or small, local or
global, public or membership based) who have common interests
and connect with one another to learn, play, work, organize and
socialize.
▀ Social media is a communication tool and form of word of mouth you
manage to drive brand awareness, the most critical basic form of
advertising.
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15. Why does social matter?
▀ It has never been more important to develop an online presence and
integrate that with your marketing tactics
▀ Social is everywhere and it is changing and there is an evolution
which is causing a revolution
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16. Mike Aruaz’s Spectrum of Online Friendship
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Source: Mike Arauz

17. The Social Media Effect
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Source: Social Reflection

18. Facebook
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19. Places
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20. Platform: Facebook
▀ Facebook Demos: 550M people are on FB, 1 in 2 are on every
day for an average of 22 minutes and the average Facebooker
has 130 friend
▀ Updated user stats
▀ Places
▀ Page enhancements
▀ Metrics
▀ Search Tips
▀ Custom Tabs
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21. Twitter
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22. Platform: Twitter
▀ 155 Million Tweets are sent out every day that is a 41% increase from LAST
MONTH
▀ New Interface
▀ Best Uses of Twitter
▀ Analytics
▀ Which tweets are spreading
▀ Who is most influential
▀ Klout
▀ Omniture
▀ Twitalizer
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23. Platform: YouTube
▀ YouTube exceeds 2 billion views per day
▀ 24 hours of video are uploaded every minute
▀ Average person spends 15 minutes a day on YouTube
▀ 94% of Ad Age’s top 100 advertisers have run campaigns on YouTube and the Google
Content Network
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Source: The Viral Blog

24. Platform: Blogs
▀ Best Practices
▀ Blog Plug In Update
▀ Promotion of your blog
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25. Platform: Four Square
▀ What's Foursquare's main feature?
Foursquare allows you to share your location with
friends. So, when you walk into a bar or restaurant
or mall, you "check-in" (Foursquare's term) on your
cellphone or mobile device, and your friends will
see where you are on a Foursquare map.
▀ You earn points and "badges" for checking-in
frequently, or at a certain time. If you raise enough
points you become "mayor" of a certain area.
▀ What's in it for the businesses?
Starbucks is testing Foursquare as part of its What's in it for Foursquare users?
customer-loyalty program, and other companies are Connecting with friends, the fun of earning badges, and various
perks from the places where they check in. Foursquare also gives
also using it to reward frequent visitors. Foursquare you access to your check-in history, giving you a snapshot of where
is rolling out a free analytics program that will give you go, who you meet there, and what you're spending money on.
participating businesses detailed information on
who is checking-in to their locations, and give them
the ability to communicate with the visitors.
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Source: http://theweek.com/article/index/200751/What_is_Foursquare

26. Reputation Management
▀ What do you know?
▀ Keywords Tracking
▀ Real Time tools
▀ Hootsuite
▀ Tweetdeck
▀ Google Alerts
▀ Enterprise tools
▀ SM2
▀ Radina6
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27. Review
▀ Changes in the social landscape
▀ What is social media half-life
▀ The integration of social into life
▀ How new tools change the direction and our focus
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28. Biggest Issues with Social
▀ Time
▀ Lack of understanding
▀ Not linked to a bigger strategy
▀ Mainstream
▀ Metrics
▀ Tools
▀ Social Half Life
▀ Confusion
▀ Intimidation
▀ Fear
▀ Fragmented
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29. Social Media Scorecard
This tool will help you define what social sites are important to consider
Platform Target Market Objective Scale 1-5
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30. Why am I doing all of this?
Because you want to do one thing….with social
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32. What is a community?
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33. How is social changing communities?
Why does it matter?
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34. Key steps for creating a community
▀ Chose the platform (Facebook, Twitter, etc.)
▀ Define your measurement of success
▀ Determine your communication method, video, audio, text…
▀ Who is your internal champion?
▀ Who is going to deal with:
▀ Moderating
▀ Tone
▀ Content
▀ Collaboration
▀ Cultivation
▀ Growth
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35. Tips for Effective Community Building
To build a thriving online community, there must be:
1. A strong, compelling user purpose
2. Communication tools that make it easy to connect and a user interface that supports connection
3. Content/Events to draw users back and give them opportunities to mingle
4. History, or backstory, that creates an affective bond
5. Identity/Status/Reputation - facilitate creating and displaying who a member is
6. Boundaries/Groups - special groups or levels for members of different status
7. Trust - needs to be embedded within the structure of the site and interactions with and between
members.
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Source: Guide to Building an Online Community
An inside look at how and why people connect virtually By Shara Karasic, Work.com Community Manager

36. How to establish a fan base
▀ Internal marketing
▀ Link Building
▀ Cross Promotion
▀ Twitter Lists
▀ Mentioning other fans/friends
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37. Download Complete: Social Media
▀ Complete marketing and web review
Real terms, take a hard look at your marketing and communication
▀ Determine your target demo
Who are you talking to?
▀ Be authentic
Keep it real
▀ Be consistent
Let people know who you are
▀ Share
▀ Be multi dimensional
Video/Audio
▀ Be active
Don’t create and flake
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38. Questions?
To download presentation go to: bit.ly/DDseries3
What’s next from The Palm Beach Post
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