Mobile Smart Net Mobile and Social Media Marketing Workshop
We Create, Communicate, Connect…We Share Your Spirit! It’s a Mobile & Social WorldYou Can’t Afford to be Left Behind Presenter: Mark Tennant Big Guy @ Mobile --- > Smart Net
Housekeeping Itemsaka Mark‟s Shameless PlugsBlog: marktennant.netLinkedIn: Mark E TennantFacebook: facebook.com/marktennantTwitter: @marketennantWorkshop Hashtag: #spiritmediaSlideshare: slideshare.net/GenevaMark
AgendaWorkshop Topics: The growth of mobile and some numbers…. Mobile web sites vs. mobile apps? QR Codes – What are they, how to use them- Do‟s and Don‟ts Social, Local and Mobile Search (SoLoMo) Search Engine Optimization (SEO) for your mobile site. The importance of having a Google+ page. Facebook and engaging fans in a mobile environment. Facebook Offers and how to use them. Twitter and Vine Creating a Blog, advantages and sticking to it. Email Marketing The importance of LinkedIn. Conclusion Questions and Networking
Growth of Mobile Web The Forgotten Web Site & Rekindling those Online Connections via Social, Mobile and Local (SoLoMo) People carry their mobile devices with them EVERYWHERE! Approximately 76% of people take their cell phones into the bathroom with them, according to a survey by the marketing agency 11Mark < ------Video Link The NY Daily News reported that out of 1,000 people polled, 87% of Android users admitted to talking, texting, or surfing the web while in the restroom, reports MobileBurn.com. Before this years Super Bowl more than two-thirds (69%) of those polled said they have placed food orders via mobile devices. The Mobile Marketing Association reported recently that 70% of all mobile searches resulted to an action within 1 hour. A call, visiting the business, a purchase.
If @KellyRipa uses her phone in the bathroom, why can‟t we?
During the 2012 holiday season: 46% of cell owners used their phone to call a friend while they were in a store for advice about a purchase they were considering making 28% of cell owners used their phone to look up reviews of a product online while they were in a store 27% of adult cell owners used their phones to look up the price of a product online while they were in a store, to see if they could get a better price somewhere else.Source: Pew Internet Research Showrooming - According to Wikipedia it is defined as "the practice of examining merchandise in a traditional brick and mortar retail store without purchasing it, but then shopping online to find a lower price for the same item.” Businesses must reverse this trend and use it to their advantage and there are ways to do it!
Mobile Web Sites vs. AppsMobile Web Site – An offshoot of your traditionaldesktop/laptop web site. People viewing a mobile web sitewant to get in, get the info the want and get out & morethan likely call. 50% of Mobile Queries in Autos, Restaurants and Travel resulted in either click through and/or purchase. Source: Telemetric Local Relevance Drives Mobile Ad Response - Ads that are locally relevant to me: smartphone (73 percent) tablet (70 percent) Ads that offer coupons/promotions: smartphone (72 percent) tablet (69 percent) Ads from known brands: (59 percent) tablet (65 percent) Source: IAB59% of people ages 18-34 access social networking from amobile device. Source: Nielsen Fall, 2011
Mobile Apps Mobile Apps – They‟re great if your business that can afford $500-$1000 per hour to spend to develop and thoroughly test a mobile app. Things to consider with a mobile app: You‟re asking people to take the time & download the app App Updates - You‟re asking them again to download the update If you‟re Facebook, Twitter, Starbucks, Target, Macy‟s, etc, that‟s great and people will do it but considering the cost apps are not advantageous to SMB.
QR Codes What are they? How are they used? How can my business best incorporate their use?
QR Codes – Do‟s… Always link the QR Code to a mobile optimized page or website! Always use a call to action. Make it worth while. Incentivize the offer. Give away something you would not normally offer through traditional advertising channels. This helps in measuring the campaign‟s effectiveness. Make them large enough to scan. At a minimum 1” x 1” with enough whitespace around the QR Code so it will scan Add QR Codes to your printed materials. Business cards, brochures, magazine advertisements, etc. But just make sure it links to a mobile-optimized site or landing page. Create the QR Code that allows you to change the destination without changing the URL. Shorten the destination URL by using a link shortener. Ex: http://bit.ly
QR Codes – Donts… Do not, EVER, link to a non-mobile website destination! Do not forget to put directions along with your QR Code or a call-to-action. Just having a plain QR Code on your piece is not going to attract people to scan it or teach people “how” to scan it. Do not put your QR Codes on items that are useless for people to scan – i.e a highway billboard or where this no Wi-Fi or internet connection. Do NOT cover or distort the 3 squares in the corners of the QR Code. If you cover any 3 of them your QR Code will NOT scan successfully.Source: interlinkONE
Social, Local and Mobile Search (SoLoMo) andSearch Engine Optimization (SEO) for mobile SoLoMo is SMB taking advantage of identifying consumers who are: In close proximity to the business Fall within a certain targeted demographic & who are active on social media Use their smartphone or other mobile device to access the internet. Using mobile devices and can be influenced into buying by: Optimizing websites for local search Using social media marketing & measure results (Facebook & FB Insights, Google Analytics) Engaging & listening using social media thereby earning customer loyalty Source: http://www.marketingzen.com/how-solomo-is- revolutionizing-digital-marketing/#ixzz2MoZKRW00
Mobile Search Engine Optimization (SEO) Many different trains of thought on SEO (Pros/Cons) Getlisted.org to get your „online score‟ Register with Google, Yahoo, Bing Register with location-based platforms Foursquare, Yelp Sure it‟s important…but….Compelling Content + Sharing = SEO Mission Accomplished Google‟s latest algorithm (computations they use to measure effective SEO) comes down to good content and social sharing. If you‟re offering up good content people will share. Because Google rules the search world it‟s important to have a Google+ page and optionally a YouTube channel. (because they own that too)
Google+ before Facebook?? Google vs. Facebook – It‟s a battle for your attention. Google Strategy: Steer, influence, require people to use the Google+ social network. Google owns: Gmail, YouTube, Zagat (Restaurant review web site) Why Facebook remains #1 – They can tie people‟s online activity with real names and they know who their friends are….Google wants that market. Therefore Google, owning the many platforms they own will allow them over time (they‟re banking on) to obtain that same information. And advertising dollars will follow. As a result, and this gets complicated, when you search Google for business info they attempt to return results that tie closely with what your friends like; provided you are logged into your Google+ account they (friends) also have a Google+ page, Gmail account, YouTube account, etc. Facebook is doing the same thing with their new Graph Search
Facebook – Engaging Fans in a Mobile Environment 500+ million people use Facebook‟s Mobile App As of Fall, 2012 Facebook‟s mobile use is outgrowing desktop/laptop use by 2:1. Source: Hubspot Time spent on Facebook‟s mobile web site or app has surpassed the time that people spend on the actual site. The Facebook app is the #3 most downloaded app for iPhones and the #4 most downloaded app for Android devices, behind YouTube and Google Maps. Links that you post on your Facebook page should also link to a mobile optimized page. SUPER IMPORTANT! Your business page looks great and possesses the same cover photo and profile picture. Try to take advantage of the real estate on mobile. Tabs are also highlighted; new and fresh content stands out from photos and events
Facebook – Engaging Fans in a Mobile Environment Check-In – A huge advantage for businesses; encourage fans to check-in. Incentivize people to check-in when they are at your business by offering rewards that they can claim through the mobile app. That eliminates having to print out coupons and offers. More on Facebook Offers coming up. Events – This allows businesses to schedule events just like on a desktop but events are connected to the map feature on smartphones. The phone‟s GPS will direct people right to the business. Always remember to be as accurate as you can by posting the address within the event itself. Facebook updates should be as short and to the point as possible. Long updates tend to lose the attention of mobile users. Keep graphics simple for the small screen. Start optimizing your Facebook page for mobile – 61% of users will visit a competitor‟s site that is optimized for mobile if yours is not. Click to Call & Hours of Operation – Encourage their use. Sponsored Stories Mobile Facebook Ads – Worth a look. 50% higher CTR‟s reported. Graph Search – What interests friends of fan and how business can leverage graph search to its advantage.
Facebook Offers < -----Link Do everything you can take advantage of Offers! There 3 kinds of Facebook Offers: In Store Only: People can show to the staff at your business by printing the offer email or showing it on their smartphones In Store & Online: People can redeem at your business‟s physical location or website Online Only: People can only redeem your offer by visiting your website You can limit number of claims, date ranges and upload a picture that would look good with that offer. Creating an Offer is super easy:
Twitter & Vine – Making them work for business 42% of Businesses have acquired a customer via Twitter It‟s tricky to turn 140 character long into leads but it is being done every day. Basics - #Hashtags, Replys, Mentions, Follows, Links Twitter tips – Keep handles Spam-free, choose a unique business name. Include at least one keyword in your bio to improve SEO. Don‟t abuse it loading up kw‟s in your bio. Keep Tweets down to 100-110 character so people can retweet with real estate to spare. Retweet good content relevant to your business Use Twitter Lists to narrow down people or businesses you follow. 80/20 rule – Share 80% of content / Create 20% of your own. It‟s not always about „buy my stuff!‟ It takes time to build a good following – Good content + patience = attaining quality followers = leads
Vine – What it is? Vine & Your Twitter Strategy Jan, 2013 Twitter integrates a new mobile video app called Vine Vine allows you to create 6 sec or less videos that loop and complement a tweet very well. Avg online attention span = 8-10 seconds. Source < -- It‟s fast moving – Have fun and allows businesses to be creative! Vine videos can also be link to Facebook pages. Currently app only available for iPhones but expect this to be moved to Android devices very soon. But get a jump on it now! Sneak peaks on new products, feature customers using/enjoying your products, highlight PR campaigns, create bite-sized demos, string together series of Vines.
Blogs – Creating & Effectiveness Industry marketing data has proven time and time again if companies are consistent with blogging (16 to 20 x‟s per month) they receive over twice as much traffic to the company web site than those that do not. Source Blogs can be written or using video. Good video creates sharing and sharing helps in enhancing SEO Integrate (your) industry keywords into Blog titles – SEO Blog is a great way to earn people‟s trust because of consistency and offering free advice (but not the secret sauce….) Create a 4-6 week advanced schedule on topics to Blog on. Include Call to Actions in your Blog – Refer readers/viewers to your web site or other online content that will validates your blog. Repurpose, repackage as necessary – Good content never gets stale.
Email Marketing – Your Content People Request Everyone has an email account, some people have 2-3 accounts. As of 2012 over 50% of people in North America use Facebook. More than 100 million active user of Twitter worldwide Email and social media have a strong correlation so using email marketing to reach people is a logical medium. People opt-in to a newsletter; they like a business and it‟s content so much and want to stay in touch. Approximately 42% of email is opened From smartphones. Source < ----READ THIS Optimize your email for mobile. MailChimp – Free up to 2,000 subscribers, great support, daily live tutorials, integrates sign up forms with web sites and Facebook pages. MailChimp App on Facebook so signup form can „drop into‟ Facebook with ease.
LinkedIn – Stay Connected A virtual trade show full of 24/7 networking – HubSpot LinkedIn and B2B – Traditionally only business professionals used it to connect to other people in their own industry, job leads and group conversations. LinkedIn and B2C – Gives people a great way to find your products and services because they are local to your business and search functionality is very easy to use. List your company, use keywords with Specialty section, list your location, connect to all social media platforms your business uses and link to your blog. Join and participate in (your) industry groups
Conclusion Whew! We made it. Lots of options to choose Mobile – How / Where do I start? Social Media - How / Where do I start? Pick 1 or 2 platforms to begin with and become proficient in their use. Better to do 1 or 2 things well than 4 or 5 things not so well. Blog – Free platforms to create and integrate with your web site. The cost is time. Video – Benefits can be ginormous with good content (Be creative!) Have fun!