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Where It's At - How To Drive In/Out-of-Market Visitors with Two Turntables (Mobile+Social) and a Microphone
 

Where It's At - How To Drive In/Out-of-Market Visitors with Two Turntables (Mobile+Social) and a Microphone

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Presentation from my #SoMeT talk on how to leverage the mobile web to drive engagement and traffic with in/out-of-market visitors/prospective visitors.

Presentation from my #SoMeT talk on how to leverage the mobile web to drive engagement and traffic with in/out-of-market visitors/prospective visitors.

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    Where It's At - How To Drive In/Out-of-Market Visitors with Two Turntables (Mobile+Social) and a Microphone Where It's At - How To Drive In/Out-of-Market Visitors with Two Turntables (Mobile+Social) and a Microphone Presentation Transcript

    • Where It’s AtHow to Drive In/Out-of-Market VisitorsWith Two Turntables [Social and Mobile] and a Microphone @TheTimHayden  Ÿ  November  9,  2011  Ÿ  #SoMeT  
    • Theres a destination a little up the road From the habitationsand the towns we know
    • A place we saw the lights turn lowThe jig-saw jazz and the get-fresh flow
    • Pulling out jives and jamboree handouts…
    • Two turntables and a microphone
    • Bottles and cans… ✚  
    • …and just clap your hands and just clap your hands
    • I’ve got two turntables and a microphone
    • SMS/MMSwww.com www.com
    • Mobile Experience Solutions: Technology + Strategy
    • Source: IDC Mobile Experience Solutions: Technology + Strategy
    • Augmented  Reality    Mobile  Wallets    Location-­‐Based  Services    Near-­‐Field  Communications      Geo-­‐Fencing    Retinal  Scans    Some  Mobile  Apps  
    • Mobile Experience Solutions: Technology + Strategy
    • 12,000,000 Visitors to DMO websites in 2011 Mobile   13%   Non-­‐Mobile   87%  Data:  GetSmartContent.com  
    • 12,000,000 Visitors to DMO websites in 2011 View Fewer Pages: 3.18 vs. 4.63 Spend Less Time on Site: 2.51 vs. 4.18 Bounce at higher rate 52.62% vs. 41.1%Data:  GetSmartContent.com  
    • “MOBILE” is – What we Do Where we Go How we LiveHOW WE ROLL
    • Mobile Experience Solutions: Technology + Strategy
    • •  Condensed Content (4-10X reduction of desktop site)•  Navigation limited to 2-3 actions beyond landing page•  Quick Load Time (you have <30 seconds!)
    •  
    • •  Responsive Design•  Data feed (API – location, device, A-B testing, time/date) with CRM/profiling platform•  Cross-platform tested!
    • FACTMobile traffic most often originates from a search engine.
    • Location  Search   Time/Terms   Date   Context   Device   Language   Type  
    • Sent from my shiny newiPhone, please excuse typos Mobile Experience Solutions: Technology + Strategy
    • Weather, Games, Social, Maps & Music…Barcodes!! 60%   “Thinking about the application(s) on your primary cell phone, 250%   which categories of applications have you used in the PAST 3 MONTHS?” 50%   200%   40%   150%   30%   2010   100%   2011   20%   YOY  Growth   50%   10%   0%   0%   Base:  5,187  US  adult  smartphone  owners  (2010)   Base: 2,420 US adult smartphone owners (2011) Source:  North  American  Technographics®  Benchmark  Mail  Survey  2010,  2011  
    • Mobile Experience Solutions: Technology + Strategy
    • Mobile Experience Solutions: Technology + Strategy
    • 1,000,000 Clicks, Scans and Texts• QR Code Scan 35%• SMS Text 40%• URL (browser) 25%• Unique QR code/URL 11%• IP Address 98%• GPS shared 60% ~1MM  clicks  Jun-­‐Sept  2011  –  44Doors  Capture  
    • ¡  Keep inbound/outbound (send/receive) of texts to a maximum of 3-4 TOTAL actions¡  With first outbound text, consider delivering rich media MMS (video, coupon, “call to action” content)¡  Explore vendors that provide real 10-digit phone addresses as well as short codes¡  Better used at events and in direct mail, rather than in-store (where time may be a challenging factor) Mobile Experience Solutions: Technology + Strategy
    • ¡  “Mobile Computing” is changing everything¡  Brevity rules the moment, in terms of connection + copy + call-to-action¡  Capitalize on natural, current behavior¡  Be pragmatic with new devices and platforms¡  Offer multiple channels from offline to online (QR Codes, URLs, SMS)¡  Relevancy improves immediate conversion, AND creates WOM (Word-of-Mouth)
    • tim@44Doors.com@TheTimHayden