The world is going mobile, giving small business new opportunities. This power point deck covers statistics of mobile users, their buying behaviors and insights into how small businesses can leverage apps to grow business and reach new buyers.

1. How to Use Mobile
to Grow Your Business
The world is going mobile, giving
small business new opportunities
Brought to you by:
@SStrategy1 #OASocial
- the social media resource for small business and entrepreneurs
www.socialstrategy1.com

2. Jason Jaynes, Co-founder of
@apptive | www.apptive.com
• Co-founder of Apptive, a company dedicated to enabling businesses to harness the power of smartphone
apps, quickly and economically.
• Deep experience and knowledge in marketing, mobile and social media.
• Oversaw all B2B marketing across the media, content and social divisions as Vice President of Marketing
for Demand Media.
• Background includes product strategy, enterprise mobile security, development and sales for Credant
Technologies, Entrust, enCommerce, and Accenture.
Steve Ennen, President & Chief Intelligence Officer
@SStrategy1 | www.socialstrategy1.com
• President & Chief Intel Officer of Social Strategy1, a company that activates the social web for business
through intelligence gathering, strategy development, and online marketing.
• Former Founding Managing Director of the Wharton Interactive Media Initiative (WIMI) and Wharton
Lab for Innovation in Publishing, recognized as authoritative thought leaders in interactive and digital
media and their impact on broader business matters.
• Developed curriculum in emerging and interactive media strategies for MBA programs and Executive
Education courses, and consulted with dozens of global corporations on interactive media strategy at
the University of Pennsylvania
• Background includes digital business strategies, digital transformation, video and mobile
messaging, social networks and development of digital revenue strategies for American Business
Media, Ingage Networks, New York University and the U.S. State Department.
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3. SECTION 1: WHY DO I WANT A MOBILE
PRESENCE FOR MY BUSINESS?
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4. Mobile is Here to Stay
Source: MaryMeeker KPCB Internet Trends 2011
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5. Smartphones are Not a Fad
Source: MaryMeeker KPCB Internet Trends 2011
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6. Smartphones Used by Everyone
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7. Apple and Android Rule
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8. Consumers and Smartphones
60% browsed a website 52% found location of a 36% made a purchase
business
31% compared prices 30% of all restaurant searches 53% purchase as a result
are done on mobile of a smartphone search
Sources:
• Google internal data, 2011
• Google/OTX, The Mobile Movement,
US April 2011
• Google/OTX, The Travelers Rode to
70% use smartphone 51% of business travellers Decision 2011
• AT&T survey of 300 small business
while shopping in-store get travel information owners, October 2011
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9. Businesses and Smartphones
23% of small businesses have a 20% send text messages to
mobile-friendly website customers
14% of small businesses have a
mobile app
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10. SECTION 2: WHAT DOES IT MEAN TO BE
MOBILE ACCESSIBLE?
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11. 3 Ways to Get a Mobile Presence
Full website accessed from Mobile website accessed Mobile app accessed directly
mobile browser from mobile browser on device
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12. Compare the 3 Approaches
Mobile Site Mobile App
Formatted for
smartphone?
Installed on
smartphone?
Launched from
smartphone?
*requires mobile browser *requires mobile browser
Leverages
smartphone Some
(e.g. location)
capabilities?
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13. Which Way Should I Go?
Mobile App Mobile Site
Both approaches
require custom
development.
What is you goal?
Awareness?
Loyal Customers?
Unique Functionality?
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14. SECTION 3: HOW DO I DEFINE SUCCESS ON
MOBILE?
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15. Measure, Measure, Measure
1. Make sure you have an analytics package
integrated.
2. Review metrics on a monthly basis.
3. Track online to offline conversion.
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16. How Are My Customers Interacting with
My Mobile App or Mobile Site?
1. Are users returning to app or mobile
website?
2. Are users remaining active over a period of
time?
3. Where are they spending the most time?
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17. Is My Mobile App or Mobile Website
Driving Purchase Decisions?
1. Are users spending time in modules or pages
that drive conversion?
2. Are users open to ongoing communication?
3. Are users responding to ongoing
communication?
4. Are users purchasing as a result of my app or
mobile website?
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18. The milk+honey story
Alissa Bayer, Founder/Owner milk+honey wanted
a mobile app but the barriers were to great for
her small business.
1 Cost – between $15k-$50k to have an App built.
2 Complexity – process to develop and manage an
app is too difficult.
3 Time – takes avg. of 3-6 months to have an App
built.
18

19. milk + honey spa and salon
App metrics since launch
Total App Downloads 298
Active Users 70%
(Opened in last 180 days)
Used App Two Times or More 63%
Used App More Than 9 Times 23%
19

20. milk + honey spa and salon
29% of all module views 18% of all module views 11% of all module views
20

21. milk + honey spa and salon
Deal notification (12/13/2011)
Users Allowing Notifications 44%
Notification Open Rate 67%
Mobile users who have entered
9%
store as result of notification
21

22. Questions
Jason Jaynes: 888.551.2765
jjaynes@apptive.com
@jasoncjaynes
Steve Ennen: 646-334-5893,
steve@socialstrategy1.com
@EnnenSS1
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23. More Tools for Small Business
Keep an eye on Office Arrow
for the introduction of
“SocialBeam”
the social media toolbox for
small business
coming in February.
http://bit.ly/SocialBeam
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