Mobile marketing presentation for RISE
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Mobile marketing presentation for RISE
- 1. WHY MOBILE MARKETING IS NO LONGER OPTIONAL Kendra Wright
- 2. 5/10/2012 © 2012 – Saffire Events
- 3. KENDRA WRIGHT • Began building websites in 1995 for Fortune 1000 company • Started my own company in 1998 • Wright Strategies - Custom development • Saffire Events - Provide software to fairs, festivals and rodeos 5/10/2012 © 2012 – Saffire Events
- 4. WRIGHT STRATEGIES 5/10/2012 © 2012 – Saffire Events
- 5. SAFFIRE EVENTS 5/10/2012 © 2012 – Saffire Events
- 6. AGENDA 1. Why mobile is a “must have” for any business; opportunities and best strategies 2. The great debate: App vs. mobile site 3. Getting people to engage with you on mobile 4. Tools you can use to enhance your mobile presence (many of them mobile tools!) 5/10/2012 © 2012 – Saffire Events
- 7. A LITTLE HISTORY • Let‟s all think about where we were in 1994. • I was at a high tech company building websites within about 6 months after the Internet became “mainstream.” 5/10/2012 © 2012 – Saffire Events
- 8. OUR COMPUTERS 5/10/2012 © 2012 – Saffire Events
- 9. ANYONE REMEMBER THIS? 5/10/2012 © 2012 – Saffire Events
- 10. HOW ABOUT THIS? 5/10/2012 © 2012 – Saffire Events
- 11. HERE’S A GOOD ONE. 5/10/2012 © 2012 – Saffire Events
- 12. THIS WAS SLOW! 5/10/2012 © 2012 – Saffire Events
- 13. SOUND FAMILIAR? 5/10/2012 © 2012 – Saffire Events
- 14. COMPUTING SPEEDS Speed (bps) 12,000,000 10,000,000 10,000,000 8,000,000 6,000,000 Speed 4,000,000 4G 2,000,000 1,000,000 56,000 0 1995 Desktop 2011 Desktop 2011 Mobile 5/10/2012 © 2012 – Saffire Events
- 15. NOT JUST FOR CALLS ANYMORE! 5/10/2012 © 2012 – Saffire Events
- 16. “ON THE SPOT” CONNECTIONS Do “it” as soon as you think about “it!” 5/10/2012 Source: www.onlinemarketing-trendscom © 2012 – Saffire Events
- 17. AGENDA 1. Why mobile is a “must have;” Opportunities and best strategies 2. The great debate: App vs. mobile site 3. Getting people to engage with you on mobile 4. Tools you can use to enhance your mobile presence (many of them mobile tools!) 5/10/2012 © 2012 – Saffire Events
- 18. CRAZY STATISTIC Source: Morgan Stanley Research 5/10/2012 © 2012 – Saffire Events
- 19. THE IMPORTANCE OF MOBILE 5/10/2012 © 2012 – Saffire Events
- 20. MOBILE SEARCH UP 400% IN 2011 Your customers are already viewing your site from mobile (ready or not!) 5/10/2012 Source: Google/IPSOS Reid 2011 © 2012 – Saffire Events
- 21. SALES ARE GROWING FAST! 5/10/2012 © 2012 – Saffire Events
- 22. WHAT ARE THE PRIORITIES? 1. Your site 2. Get them 3. Mobile – SEO there – Mobile site – Content – Social – Tablet site management networking – Apps system – Email – My Account 5/10/2012 © 2012 – Saffire Events
- 23. HOW GOOD SHOULD MY SITE BE? User expectations are set by User expectations are set by theirtheir aggregated user aggregated experience experience from around the from around the web. web. 5/10/2012 © 2012 – Saffire Events
- 24. HOW GOOD SHOULD MY SITE BE? Kendra’s Law: User expectations are set by Your customers are going to a their aggregated experience lot from around the web. of other websites besides yours! 5/10/2012 © 2012 – Saffire Events
- 25. WEBSITES ARE STILL IMPORTANT 5/10/2012 © 2012 – Saffire Events
- 26. EMAIL IS STILL IMPORTANT 5/10/2012 © 2012 – Saffire Events
- 27. TABLETS ARE ALSO IMPORTANT 5/10/2012 © 2012 – Saffire Events
- 28. … & GROWING ENORMOUSLY US TABLET USAGE, 2010-2014 40% access product reviews from tablets 5/10/2012 © 2012 – Saffire Events
- 29. TABLETS – NO FLASH 5/10/2012 © 2012 – Saffire Events
- 30. MOBILE – NO FLASH & SMALL 5/10/2012 © 2012 – Saffire Events
- 31. AGENDA 1. Why mobile is a “must have;” Opportunities and best strategies 2. The great debate: App vs. mobile 3. Getting people to engage with you on mobile 4. Tools you can use while you‟re mobile to enhance your mobile presence 5/10/2012 © 2012 – Saffire Events
- 32. APP OR MOBILE SITE? Smart Phone Users Microsoft 5% BlackBerry 17% Android Apple 48% iPhone 30% Source: Comscore, Nov. 11 5/10/2012 © 2012 – Saffire Events
- 33. APP OR MOBILE SITE? http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html 5/10/2012 © 2012 – Saffire Events
- 34. AGENDA 1. Why mobile is a “must have;” Opportunities and best strategies 2. The great debate: App vs. mobile 3. Getting people to engage with you on mobile 4. Tools you can use while you‟re mobile to enhance your mobile presence 5/10/2012 © 2012 – Saffire Events
- 35. CREATING A MOBILE SITE • If you love your web “guy” and content management system, use them! • Try to have a single source of data • Differences are size, speed and technology • User experience IS your brand • Users are “information snackers,” often as a secondary activity 5/10/2012 © 2012 – Saffire Events
- 36. MOBILE USER EXPERIENCE • Make it quick! People won‟t “figure it out.” – No splash screens – Screens are smaller; our fingers aren‟t – Be ruthless about navigation; use progressive disclosure – Straightforward, not “clever” categories and links – Ultra-short is the new short for copy (think Twitter!) 5/10/2012 © 2012 – Saffire Events
- 37. GETTING PEOPLE TO ENGAGE • Just like on the desktop, it‟s a web. – Your desktop site, mobile site and blog • People have to remember to come to these (or see ad) – Facebook, Twitter, Email, your app • Use short, frequent posts to remind them to go to your mobile site (and your desktop site)! 5/10/2012 © 2012 – Saffire Events
- 38. WHAT THE HECK IS THIS? 5/10/2012 © 2012 – Saffire Events
- 39. CONNECT PRINT WITH MOBILE 5/10/2012 Source: Google/IPSOS Reid 2011 © 2012 – Saffire Events
- 40. HOW TO USE QR CODES • Use for general and more purposeful engagement – Track performance with Google Analytics – FREE and EASY to implement, e.g., http:/ /www.qrstuff.com/ 5/10/2012 © 2012 – Saffire Events
- 41. AGENDA 1. Why mobile is a “must have;” Opportunities and best strategies 2. The great debate: App vs. mobile 3. Getting people to engage with you on mobile 4. Tools you can use while you’re mobile to enhance your mobile presence 5/10/2012 © 2012 – Saffire Events
- 42. MOBILE TOOLS • Blog - Wordpress • Facebook • Twitter • Flickr • YouTube • Pinterest 5/10/2012 © 2012 – Saffire Events
- 43. WORDPRESS UPDATES • Set it up on your computer • “Skin” it to match your website • Download Wordpress app • Easily share photos and news via mobile • Can be longer – Link Facebook and Twitter to it 5/10/2012 © 2012 – Saffire Events
- 44. WORDPRESS 5/10/2012 © 2012 – Saffire Events
- 45. FACEBOOK 5/10/2012 © 2012 – Saffire Events
- 46. TWITTER 5/10/2012 © 2012 – Saffire Events
- 47. FLICKR (PHOTO SHARING) 5/10/2012 © 2012 – Saffire Events
- 48. YOUTUBE 5/10/2012 © 2012 – Saffire Events
- 49. PINTEREST 5/10/2012 © 2012 – Saffire Events
- 50. PINTEREST 5/10/2012 © 2012 – Saffire Events
- 51. LOCATION-BASED MARKETING 5/10/2012 © 2012 – Saffire Events
- 52. LOCATION-BASED MARKETING 5/10/2012 © 2012 – Saffire Events
- 53. BE EFFICIENT WITH HOOTSUITE 5/10/2012 © 2012 – Saffire Events
- 54. STATISTICS FOR CONTEXT • 800M Facebook users (as of Dec „11) – 36M “likes” for Coca-Cola #1 brand • 100M+ Twitter users – 18M followers of Lady Gaga - #1 • 131M viewed YouTube in Nov „11 alone – 48M Volkswagen “The Force” on YouTube – Rebecca Black‟s “Friday” - #1 • 62M Google+ (but early adopter advantage) • 15M Foursquare • 11.7M Pinterest (January) - fastest site in history to break through the 10 million unique visitor mark 5/10/2012 © 2012 – Saffire Events
- 55. SPECIFIC IDEAS • Make people feel like insiders – First to know – Behind the scenes – Make it easy to share – Consider funny – Ask questions that get people to talk about themselves in relation to your product or service 5/10/2012 © 2012 – Saffire Events
- 56. SPECIFIC IDEAS • Have a contest – Text, tweet or post on FB page = publicity • Do giveaways with charitable tie-in • Give people lots of ways to share photos and video – viral and get more photos! 5/10/2012 © 2012 – Saffire Events
- 57. SPECIFIC IDEAS • Take pictures of people engaged with your business; post them and encourage them to tag themselves • Have a vote or quiz – Answer on mobile site, text, app, QR code, etc. • Judiciously promote people and groups involved in your business for retweet/repost 5/10/2012 © 2012 – Saffire Events
- 58. QUESTIONS? • Slides are available on Slideshare. 5/10/2012 © 2012 – Saffire Events
Notas do Editor
- Hi, I’m Kendra Wright, and today, we’re going to talk to you about marketing your event via mobile. I’ll tell you more about our company in a minute, but first a little housekeeping…
- Saffire Events was founded by Kendra Wright, who has been building websites since 1995, when the internet began.In 2000, she joined forces with Aaron Pederson, Saffire Events’ technical director, and Jeremy Emerson, Saffire Events’ creative director.
- Besides theirwork in the event industry, their team does work for large consumer companies in a lot of industries. This gives a breadth of experience that they bring to marketing events online.
- A few years ago, a phone call changed the trajectory of theircompany.Rodeo Austin called and asked them to build an immersive, online presence. Immediately, Saffire Events felt this was an industry they wanted to call home, because this was an industry they could help. And the best thing is, because of geographic disparity, Saffire can bring the experience of lots of fairs and give us functionality that we would never be able to afford from someone just building one event website.
- First, I want to talk to you about the opportunities in mobile marketing, why it’s important and best strategies. (stats, how to create, UI, iPhone vs. Android, apps vs. site, tablets, mcommerce trends) Second, I want to talk to you about getting people to engage with you on mobile. (through site, QR codes, clever apps, etc.) Third, I want to talk about specific tools for updating your site mobilly via blog, flickr, twitter, fbetc, location-based marketing, text marketing, tools to update all at once like hootsuite.
- I started building websites in 1995.
- Screens were REALLY SMALL (and fuzzy!). Some of ours still are!
- This is how we browsed the Internet.
- Alta Vista was the Google of 1995.
- Now here’s an oldie but a goodie. Look familiar to anyone? It’s how we connected to the internet.
- Just imagine, with screens this size and browsing this slowly, how different it was to build websites… and to visit them.
- It’s funny being in the internet business for a long time. When we talk about smaller screen sizes and slower speeds, it sure does sound familiar.Developing for mobile has some of the same challenges we had 15 years ago. But it’s still a whole new world.
- 56kVs.10 megabitVs.1 megabit – with 4G, this will increase to 4-6 Megabits and BEYOND! But to get it, you have to be in the right place and have the right device that supports 4G.4G is coming to all mobile providers. Verizon and ATT already provide ~1-2Megabit download speeds for phones and about 6-8 for laptops with 4G modems. The technology has the potential to go to 10 Megabits.
- When we think about mobile, a few years ago, we would have thought of phone calls.Then as time passed, it came to mean mobile websites.
- If you ask people what they do with their phones, calls will not even be at the top of the list.Mobile gives people the opportunity to do things immediately.Starbucks – bonusesMany texts per day, but no callsVoicemail is seen as an annoyancehttp://www.onlinemarketing-trends.com/2011/09/how-mobile-is-driving-us-online.html
- First, I want to talk to you about the opportunities in mobile marketing, why it’s important and best strategies. (stats, how to create, UI, iPhone vs. Android, apps vs. site, tablets, mcommerce trends) Second, I want to talk to you about getting people to engage with you on mobile. (through site, QR codes, clever apps, etc.) Third, I want to talk about specific tools for updating your site mobilly via blog, flickr, twitter, fbetc, location-based marketing, text marketing, tools to update all at once like hootsuite.
- By 2014, more people will access your website via mobile devices than desktop computers. Based on the trajectory I’ve seen, I believe it!
- Since accessing the internet through a mobile phone was the closest behind computers, we’ll start there. Mobile internet usage is growing at an incredible rate. Of the world’s 4 billion mobile phones 1.08 billion are smart phones, and on average Americans spend 2.7 hours per day on their mobile phone. So clearly the audience is already there. It’s important that you GET THERE NOW and develop your presence. This next stat proves why: Mobile Commerce is increasing at 10% per year. If you build your presence now, people will feel safer buying from your site on their mobile devices when they’re ready. In addition, desktop computer usage is dwindling. By 2014 more people will access the internet by mobile than desktop, so you HAVE to be there. Finally, women aged 35-54 are the most active group in mobile socialization. We’ve been told by more than a few fairs that this is a KEY audience for fair marketing. This group usually brings their family, and they usually control the…what? Yes, MONEY.
- One common denominator of what people do is to search for information. There’s good news and bad news. The good news is, the vast majority of searches are done for local info. That’s you.The bad news is, ready or not, your customers are THERE!Mobile Search is becoming critical for local information – Your site will be found via mobile whether you are ready or not.http://www.onlinemarketing-trends.com/2012/01/mobile-search-increase-by-400-in-2011.html
- You won’t make a million dollars right now online, but it’s crazy how fast it will happen. And even if they don’t buy, they’re using it to support their purchases.One thing you can do to support this is make sure you have “MY Account” on your desktop site.This will help US m-commerce sales grow at a compound annual rate of 55% from 2010 to 2015, including 73.1% growth expected this year.
- This brings up a question we’re often asked:How good does our website need to be? The truth is, you need to be as good as your customers expect you to be.User expectations are set by their aggregated user experience from around the web.
- This brings up a question we’re often asked:How good does our website need to be? The truth is, you need to be as good as your customers expect you to be.User expectations are set by their aggregated user experience from around the web.
- In fact, when you send out an email, you’ll be able to tell from your site statistics. The jumps in your website traffic are almost like a heart monitor, with dramatic jumps whenever you send an email. You can keep it in terms of KEEPING YOUR SITE ALIVE… DURING THE ENTIRE YEAR!
- When we think about mobile, we tend to think about smart phones. But tablets were the #1 holiday gift in 2011. So having a tablet site is becoming more important. And many feel that ecommerce statistics will be even more compelling on tablets than on smart phones, because of the increased screen size.
- Holiday season= tablets; you may have noticed this year that this is THE gift this year. After christmas you HAVE to have a mobile site The statistics on tablets like iPads are also becoming more compelling if you’re looking for another outlet to improve your online presenceThe iPad, which has clearly led the tablet market since 2010, will continue to do so for the next few years. But eventually, like all technologies, its share will be slowly chipped away by competitors. The number of US iPad users will more than double by 2014, from 28 million to 60.8 million. What’s the answer?
- A site for theiPad and other tablets can be built with the same technology as your mobile site, which means NO FLASH! If a person is accessing your site from one of these devices, the site simply has to know to redirect it to a no-flash homepage.
- A site for theiPad and other tablets can be built with the same technology as your mobile site, which means NO FLASH! If a person is accessing your site from one of these devices, the site simply has to know to redirect it to a no-flash homepage.
- First, I want to talk to you about the opportunities in mobile marketing, why it’s important and best strategies. (stats, how to create, UI, iPhone vs. Android, apps vs. site, tablets, mcommerce trends) Second, I want to talk to you about getting people to engage with you on mobile. (through site, QR codes, clever apps, etc.) Third, I want to talk about specific tools for updating your site mobilly via blog, flickr, twitter, fbetc, location-based marketing, text marketing, tools to update all at once like hootsuite.
- So you know you need to be on Mobile, but what should you do- an app or a mobile site? And do you know the difference? App: Downloadable interface that installs Mobile site- DEFINITELY. You’ll reach MORE! That way you don’t have to guess which phone will “win!”The same technology you use to build mobile also works for tablets (no Flash)An app only reaches your most loyal followers while a mobile site reaches EVERYONEQR codes only go to mobile sites!, which Kendra will talk more about in a minuteBalance the tradeoffs of effort/cost vs ROILots of talk about time spent on apps, but reality is that the apps consuming the time are:Facebook,Gmail,Google Maps, Google Search, YouTube, Android Market, Twitter, Angry Birds,Adobe Reader, Pandora, WeatherChanneland Words With FriendsIn fact, the top 10 Android apps account for 43 percent of all the time spent by Android consumers on mobile apps.http://www.onlinemarketing-trends.com/2011/09/mobile-apps-vs-mobile-web-state-of-us.html
- Ease of engagement – mobile site is instant, and included on everyone’s smartphone right from a browser. Apps are searched for in a store, downloaded, installed and usually only hit your very top fansImplementation Cost – mobile sites are generally less costly and time-intensive to produce than apps. Platform dependability – Apps require multiple versions to support iPhone vs. Android, while mobile site can work on bothWith an app’s Push capability:Send you an update when sales or events are happening Using GPS to detect when you are near an event, send you a notification
- First, I want to talk to you about the opportunities in mobile marketing, why it’s important and best strategies. (stats, how to create, UI, iPhone vs. Android, apps vs. site, tablets, mcommerce trends) Second, I want to talk to you about getting people to engage with you on mobile. (through site, QR codes, clever apps, etc.) Third, I want to talk about specific tools for updating your site mobilly via blog, flickr, twitter, fbetc, location-based marketing, text marketing, tools to update all at once like hootsuite.
- If you love your provider and your current Content Management System, use them (make sure they have mobile experience)Don’t make it “separate;” the main considerations for mobile are size, speed and technology differencesIn the digital age, user experience IS your brand. Deepen the relationship with a good online experience.Users are “information snackers.” Support short visits. Support return visits with things like newsletters, FB, twitter.
- Good usability is even more important than desktop! Commitment level is low – people won’t try to “figure it out.”Use breadcrumbs, so they remember context (where they came from, where they are, where they can come)Make it easy to touch and manipulate – eyes are more agile than fingers - don’t make your customers feel like they have fat fingers!Streamline navigation – same research as desktop applies – don’t overwhelm! Use progressive disclosure, meaning more screens that are simple and focused (and faster loading!)Think about the needs of your audience, usually if on Mobile, they are on the go, and need quick info on 1) Contact info, 2) Directions, 3) Hours, etc. Providing clear and simple paths to these key bits will go a long way to helping your fans love youWhen thinking about mCommerce, think about ways of making the process extremely simple, since so many fields can be required for a purchase. Returning Customer accounts allow for saved Shipping/Billing addresses, saving time and typing
- Everythingworks together to support each other.Do an app only if you already have a great site, mobile and tablet site; consider specific, enticing use.
- You may have heard of things called QR codes (stands for Quick Response). There is a lot of buzz about these, and today, I’m going to demystify them for you. Really, they are just a quick way to get someone to your mobile website.
- Simply put, they’re a way to bring people in the physical world (as opposed to people sitting in front of their computers) to your digital content without them even having to go type your URL, find you on Twitter/Facebook, or search for your offerings. Essentially, QR codes extend the hyperlink beyond the web, and into print, whether that be newspapers, magazines, business cards, clothing, signage, or other creative uses. Measuring Success: 5 Metrics you need to Monitor QR codes Metrics to monitor how QR Codes are impacting your marketing goals:Impressions. This is the number of times the QR code is viewed in its original context or surface. This is usually the same as the number of impressions the ad, in which the QR code appears, gets.Snaps. This is the number of people who snap a shot of the QR code and are linked to the landing page or other content. Make sure the landing page is mobile friendly because users capture this information on a smartphone. Snap-through rate. Calculate the percentage of people who take this next action by dividing the number of snaps by the number of impressions.Actions. This is the number of people who ultimately buy or take the next step. This should be in line with marketing goals.Conversion rate. Calculatethe percentage of people who convert from those who snap-through on your QR code or actions divided by snaps.Good infographic with more stats: http://www.onlinemarketing-trends.com/2011/04/smartphone-users-increasingly-using-qr.html
- First, I want to talk to you about the opportunities in mobile marketing, why it’s important and best strategies. (stats, how to create, UI, iPhone vs. Android, apps vs. site, tablets, mcommerce trends) Second, I want to talk to you about getting people to engage with you on mobile. (through site, QR codes, clever apps, etc.) Third, I want to talk about specific tools for updating your site mobilly via blog, flickr, twitter, fbetc, location-based marketing, text marketing, tools to update all at once like hootsuite.
- Blog – you update and customers commentThe rest, both you and your customers can contribute.
- Pin your fair photos, then people will repin to their boards.App for it.
- HootSuite can manage:FacebookTwitterWordpress blogFoursquareSchedule messagesMonitor mentionsCustom analytics$6/month for single user