WebForward Conference 2011 - Julian Perterson, Time Out Sydney

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  • 1. WebForward Conference 20112nd June 2011Sydney Convention & Exhibition Centre Utilising Mobile marketing – should you write an app? Julian Peterson Online Director Time Out – au.timeout.com Creative Commons Logo
  • 2. Introduction• Clearing out – I found a 2007 marketing plan – no mobile and no social• Beyond the hype – mobile is everywhere – overtaking PC sales and usage• Think past the fads – devices will come and go• How does mobile suit you and your aims?• Mobile (like social) is part of an overall strategy Julian Peterson Creative 2 / 14 Time Out Commons Logo
  • 3. Who is here?• Publishing• Government• Advertising or marketing agency• Small company• Large company• Other Julian Peterson Creative 3 / 14 Time Out Commons Logo
  • 4. Who has an app or mobile site?• An iPhone app• Another app• A mobile site• None of the above Julian Peterson Creative 4 / 14 Time Out Commons Logo
  • 5. Time Out Sydney & MelbourneArts, entertainment, nightlife and food. Magazine, website and weeklynewsletter.Now 3 years old in Sydney and recently launched webites inMelbourne, Adelaide, Brisbane and Perth."Lucky publisher" - our content works just as well (or better) in digital.Our readers and our advertisers are moving online with us.Mobile is going to grow for us - restaurant & bar reviews plushappening events. But we DONT want to deploy a disappointingproduct. Julian Peterson Creative 5 / 14 Time Out Commons Logo
  • 6. Time Out Sydney & MelbourneRather than sell banners into the app, we partnered with Smirnoff whosponsored the whole app.We review bars and events - they are sold in bars and sponsor events - aperfect match.We adapted the Time Out London app for use in Sydney and Melbourne -Londons also sponsored by Smirnoff and downloaded over 350,000 times.TigerSpike who wrote all of the apps are based in Sydney.We released Sydney in October and Melbourne in November. Julian Peterson Creative 6 / 14 Time Out Commons Logo
  • 7. Time Out Sydney & Melbourne Julian Peterson Creative 7 / 14 Time Out Commons Logo
  • 8. Time Out Sydney & Melbourne Julian Peterson Creative 8 / 14 Time Out Commons Logo
  • 9. Good- Sponsorship guaranteed a ROI and no financial risk.- Our 12 month KPIs were smashed in 3 months- At launch our Melbourne app was producing more pages than the site- Sophisticated app was deployed for $0Challenges- Resources – internal and $ - like anything digital there is an ongoingobligation to resource- Update is required and these days, expected – even if free- Reaction to the advertising- Comments in the app store about the app - even though its better than theSydney site! No reply. Many rival developers. Julian Peterson Creative 9 / 14 Time Out Commons Logo
  • 10. Julian Peterson Creative 10 / 14Time Out Commons Logo
  • 11. Julian Peterson Creative 11 / 14Time Out Commons Logo
  • 12. The Guardian – website (& iPad) Julian Peterson Creative 12 / 14 Time Out Commons Logo
  • 13. The Guardian – app and m. site Julian Peterson Creative 13 / 14 Time Out Commons Logo
  • 14. Thanks and keep in touch• Julian Peterson Online Director – Time Out julian@au.timeout.com Julian Peterson Creative 14 / 14 Time Out Commons Logo