This presentation was given to the KREATE group in Bellevue on 9/22/2010. Opinions associated with this deck are those of the presenter (Ron Schott) and not necessarily Spring Creek Group.

1. Mobile 101: Power to the Pocket

2. The Housekeeping Stop me if this takes more than 3 mins.

3. About Us About Spring Creek Group About Spring Creek Group Founded in 2006 32 employees located in Pioneer Square, Seattle, WA Leading social media-focused agency in the Pacific Northwest You may have seen or heard us here…

4. About Us About Spring Creek Group Examples of Programs & Projects Strategic Relationships Technology Partners

5. Fun Stuff…

6. Back in the day…

7. This is now…

9. Users now expect a seamless interaction with a brand, regardless of what device they’re using (or not using).

10. Computing power in smart devices continues to follow Moore’s Law – smaller size, more power. More power = more info.

11. As of right now, half the connections to the Internet are happening on phones

12. Mobile users are not passive. They seek information and expect to find it.Why is Mobile Important?Built-in not Bolted On

14. Users are potential brand advocates and expect to be treated as such.

15. Know the mobile habits of your targets and start there. Whether it’s online research, ethnographic research or good old fashioned observation.Getting Started: Know Your Targets

17. Key Metrics to think about:

18. Impressions

19. Clicks (taps) and Click-through rate

20. Visits

21. Page views and pages per visit

22. Interactions (videos viewed, images viewed, etc.)

23. Average time spent per ad

24. Conversions and downloads

25. If you’re looking to drive sales in your online store, then connecting your actions in mobile with traffic to your mobile site will help you figure out how many users are accessing that particular aspect of your site

26. Many brands get caught in the download numbers game, which may not always be the strongest indicator of successGetting Started: Set Your Goals

28. Users are constantly looking for a way to bridge the gap between interacting with your products/services and interacting with your traditional and Web marketing

29. Where many brands fall short is in trying to create a mobile experience that is completely set apart from their existing campaigns and sustained initiatives

30. Confused consumers are invariably not making purchasing decisions— at least not the informed decisions you’d hope for

31. When looking at your site and thinking about a mobile site, ask “can I do this with my finger?”Getting Started: Build Your Strategy FAIL

32. What: Location-aware applications/Web sites that use GPS location to deliver content and experiences across mobile devices Who: Foursquare, Whrrl, Gowalla, Yelp!, Facebook Places Why: Brands can leverage location to deliver content, deals, and advertising. They can also track behaviors and build brand loyalty through incentivizing activity. How: Claim your brand (and location) through the appropriate sites. Once you’ve started, you can offer deals and interact with brand loyalists. Next: Integration of LBS APIs with digital signage is taking hold. Location-aware coupons and deals will continue to grow. Toolbox: Location-based Services (LBS)

33. What: SMS-based campaigns where users opt-in to receiving messaging from brands Who: Tatango, TextOmni, EZTexting, TextSMS, BoomText Why: As users opt in to text messaging, brands can deliver content through SMS messages to their mobile devices. These services can pair with GPS-based programs as well. How: Using existing marketing materials, distribute your short code to your patrons. From there, it’s all about content and showing value through your marketing. Next: As the mobile Web continues to expand, the text marketing channel will continue to deliver content when applications and LBS might not be a fit Toolbox: Text Campaigns

34. What: 2D codes (barcode or other) which act as a digital signature for content Who: Microsoft TAG, QR Codes, Why: 2D codes bring together the physical and the virtual through software on mobile devices How: Users either download an app or use existing software to capture the image. Then, they are usually directed to a mobile site or piece of content specifically assigned to that code Next: 2D codes will continue to be used as a content delivery system, but are already being used for ticketing and retail. Look for more advancements in retail use of 2D codes and augmented reality in order to “try before you buy” soon. Toolbox: 2D Codes

35. What’s next?

37. http://facebook.com/ronschott

38. http://foursquare.com/user/ronschott

39. http://www.linkedin.com/in/ronlschott

41. http://facebook.com/springcreekgroup

43. Slide 6 Image: http://upload.wikimedia.org/wikipedia/en/e/e5/Cell_phones.jpg Slide 7 Image: http://www.silicon.com/i/s4/illo/photos/2010/january/Apps/smartphones.jpg Slide 8 Mobile Device Info: http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/ Chart: http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/ Moore’s Law Chart: http://www.intel.com/pressroom/kits/events/moores_law_40th/index.htm iPhone Image: http://thedailymac.com/wp-content/uploads/2007/07/iliphone.png Slide 9 Info: Internal SCG POV Target Image: http://blawghouse.com/wp-content/uploads/2009/08/target_audience.jpg Slide 10 Goals Image: http://angeronmymind.files.wordpress.com/2008/07/j0423022.jpg Slide 11 Underpants Gnomes: http://www.queuefull.net/~bensons/graphics/UnderpantsGnomesPlan.jpg Slide 12 Info: Internal SCG POV Slide 13 Info: Internal SCG POV Slide 14 Info: Internal SCG POV Tag info: http://tag.microsoft.com/consumer/index.aspx Images: my iPhone Slide 15 Image: http://anitaburns.files.wordpress.com/2010/06/jetsons.jpg Resources