Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
Being relevant in an irrelevant world mpi
1. Being Relevant
In An Irrelevant
World.
Tips, Tactics, &
Best Practices In
The Digital Age.
2. Values = Relevance
Who Am I To The Consumer?
“TO BRING
INSPIRATION AND
INNOVATION TO EVERY ATHLETE IN
THE WORLD, IF YOU HAVE A BODY, YOU
ARE AN ATHLETE.”
“PEOPLE WITH PASSION CAN CHANGE
THE WORLD FOR THE BETTER.”
Answer the consumers question – Relevance
Why do you matter to me?
4. Why Be Social?
BECAUSE WE ARE “SOCIAL CREATURES.”
We are driven by Wants, Needs & Desires
Because It makes you FEEL Something.
It has a LOOOOOONG Shelf Life!
Its Delivery is Instantaneous!
Its Reach is Infinite.
Its Gone MOBILE!
5. The Social Game
Social (Tactic)
When hunting for NEW BUSINESS, go where the most
Relevant Eyes, Ears & Potential Clients can be found.
Begin by using old world marketing in the New World
of Social Media.
Play
Hounds to the Hunters
6. Playing The Game
Hounds to the Hunters???
Hunters – have often used Hounds to assist in the
capture of their prize.
Remember keep it - Relevant
Why do you matter to me?
10. Ratings Matter
Charles Schwab Boosts Acquisition
With Online Ratings & Reviews
A Focus On Transparency And Customer Acquisition Drives Early Success
Executive Summary
In June 2011, the digital marketing team
at Charles Schwab rolled out its Clients
Speak client ratings and reviews service.
To date, Charles Schwab customers have
written more than 1,000 mostly positive
reviews.
11. Get Visitors to Testify
Consumer reviews are significantly more
trusted - nearly 12 times more - than
descriptions that come from manufacturers.
(eMarketer, February 2010)
90% of consumers online trust
recommendations from people they know;
70% trust opinions of unknown users. (Econsultancy, July 2009)
Consumers were willing to pay between 20 to
99% more for a 5-star rated product than for a
4-star rated product, depending on the
product category. (comScore/Kelsey, October 2007)
12. Respond to be Relevant
TripAdvisor = Reputation Management
If a social media platform is not bringing in business
but still carries weight and has value, (Tactic) -
utilize it as a tool.
65% of People Surveyed Stated “A
management response would
sway travel decisions”
In the overall scheme, TripAdvisor provides
businesses with a great venue to show off their
public relations & customer service skills.
16. Video Tip & Tactic
Cross promote all Videos on Blog- by
linking videos from YouTube Channel to
Blog.
Each time you produce a new video, send
a message to fans & followers on
Twitter, Linked-In & Facebook.
18. Record Activations
12/25/12 – Christmas Day
There were 17.4 million iOS and Android
devices activated on Christmas Day this year.
In total, more iPhones, iPads, Galaxy's, Kindle
Fires and other mobile devices were
activated on Dec. 25 than any other day in
history, a (332 % spike!)
19. Travelers Mobile Usage
2011-14% of all travel related queries are coming
from a mobile phone, compared to 4% in 2010.
Travel website traffic via the mobile web has
increased by a staggering 72% in the last six
months, to account for a total of 17.4% of all website
traffic in the industry.
Five years ago, fewer than nine million
Americans owned a smartphone. Today, nearly 110
million carry mobile devices.
That is an increase of 1,122% in 5 years!
Country or Number of mobile
Population % of population Last updated
region phones
United States 327,577,529 310,866,000[8] 103.9 % June 2012[9]
21. Adapt or Die!
Charles Robert Darwin, proposed the scientific theory that
evolution resulted from a process that he called natural
selection, stemming from the struggle for existence.
Business like nature, evolves through
the processes of natural selection.
Each business is faced with a choice…
Adapt and embrace the shift in
consumer habits, or ????
Please Don’t be a DoDo!
22. Responsive = Relevant
A responsive
design, scales
media up or down
proportionally, dep
ending on the
device selected
and used by
consumer.
24. How Highs The Water?
Mobile TSUNAMI – Warning!
Measure Twice Cut Once
25. Mobile Responsive – Website
Relevant Content
Non- Mobile Responsive - Website
Removed Relevant Content
26. Mobile Responsive – GA Mobile Traffic Overview
Non-Mobile Responsive – GA Mobile Traffic Overview
27. Todays Takeaway
Check List To Be Relevant
1. Know Your Company Value Statement
2. Choose (Relevant) Social Platforms
3. Broadcast Regular (Relevant) Content
4. Inspire (Relevant)Comments & Ratings
5. SEO - Listen To The Consumer
6. Cross Promote Video & Other Content
7. The PC’s Days Are Numbered
8. Mobile Responsive Relevance
9. Be Analytical – Measure Twice Cut Once
