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

Where It’s AtHow to Drive In/Out-of-Market VisitorsWith Two Turntables [Social and Mobile] and a Microphone @TheTimHayden  November 9, 2011  #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

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

•  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

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

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

by Tim Hayden on Nov 09, 2011

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