Making Money with Mobile (2012 MFSA Annual Conference)


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John Foley, Jr., the CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 MFSA Annual Conference in Asheville.

During his one-hour session, John will explained how mobile technology is changing the way that people communicate and consume information.

He shared the latest statistics on how devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more.

Best of all, John demonstrated how there are plenty of opportunities for mail and fulfillment services providers to grow their business by incorporating mobile technology. During his presentation, John will share actionable solutions, case studies, and provide plenty of inspiration.

Some of the technologies that John discussed include:

- QR Codes
- Augmented Reality
- Near Field Communication (NFC)
- Mobile Payments
- And more!

Attendees also had the chance to provide real-time feedback during the session via their smartphones and tablets!

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  • Here is a look at the 5 technologies we see shaking up marketing today and that I’m going to briefly discuss with you. And I say shaking up marketing today, because things are moving so fast and trends are continually changing. The first thing I’m going to talk about, and focus the most on because a is mobile devices and applications because that is where we see the most opportunity in the print and online worlds merging Then all talk about location-based marketing applications, video, group buying or what I call the daily online deal, and then social media I’m going to give you explicit examples of who we see technology merging.
  • When we talk about mobile, the device is the enabler for applications that unite print and online, so here is a quick look at some recent statistics on the proliferation of devices. This year 657 million smartphones will be sold, according to JP Morgan, that’s an increase of 43% over last year. Worldwide tablet sales expected to reach 118.9 million units this year . And, the share of adults in the United States who own tablet computers nearly doubled from 10% to 19% between mid-December 2011 and early January 2012, STOP HERE A new report finds that 74% of smartphone owners use their phone to get real-time location-based information, and 18% use a geosocial service to “check in” to certain locations or share their location with friends. Over the past year, smartphone ownership among American adults has risen from 35% of adults in 2011 to 46% in 2012. This means that the overall proportion of U.S. adults who get location-based information has almost doubled over that time period, from 23% in May 2011 to 41% in February 2012. The percentage of adults who use geosocial services like Foursquare has likewise risen from 4% in 2011 to 10% in 2012. Pew Internet & American Life Project
  • Combining print and mobile, offers print a trifecta of benefits. I makes a printed piece interactive, offers the opportunity to extend the media experience beyond print and into the online world to provide additional information, and it makes interactions trackable. Now I’m to talk about applications that blend print and mobile and I’m going to follow that discuss with results from a recent InfoTrends study Mobile Technology: Making Print Interactive
  • Earlier I mentioned how its important not loss site of the marketing component, here is a proof point. When we asked in our mobile technology study what were the top factors that prompted interactions, we found the offer was the top driver.
  • We compared marketers awareness and adoption of mobile codes with the results to the same question asked to marketers in study we did in 2010, The Cross-Media Marketing Opportunity, and found 194% growth in marketers using mobile response codes. So there is big growth in mobile response codes
  • How do you shorten a URL? There are tools such as Bit.Ly, Some QR Code generators do it for you!
  • We typically recommend using almost a ¼ inch of padding… Honestly, we do use a bit less than that, but give it room to breathe!
  • Now a huge reason and benefit of using QR Codes is the measurement and tracking! - You can start clearly measuring how effective your print ads are.. Your postcards… your signs..
  • If your website is not mobile optimized, it can create frustration. You will lose visitors. You will lose traffic. You will lose customers. “ Senior executives at home on their tablets and smartphones are wondering why the user experience for their own company Web sites is sub-standard.”
  • Jason-…. -”David, what are some factors you had to consider when building mobile optimized websites?” David- time (iFlyMobi vs. plugins/programming)
  • Jason- think about the things that make your scream at your mobile device when you are viewing a website, and make sure to eliminate those issues for anyone viewing your website on a mobile device
  • Jason- you have used best practices and thought about the user
  • Jason- registration for an event, white paper download, … -“David, what are some examples of how you built and used Forms for your customers?” David- internally for job specs, iPad download at conference,…
  • SMS messaging campaigns are the most familiar form of mobile marketing . With SMS messaging campaigns (also called "text message campaigns"), a mobile phone user is directed to send a distinct text-message keyword to a pre-defined 5-digit or 6-digit destination number known as a short code. After a user does this, the mobile marketing text message campaign is initiated. Creative potential of SMS marketing. Savvy cross media providers are implementing and executing SMS messaging campaigns for brands with very little effort needed on the clients part. They constantly strive to create unique SMS text message campaigns with a variety of options and alternatives. Here are just a few options to consider:
  • Here’s one more example… Please note that Jason Pinto specifically requested this one be included!
  • Augmented reality is tough to explain, but it does exactly what its name implies augments reality. The example that most people can relate to is its use in televised sports, when your watching a football game the computer generated first-down line . The basic idea of augmented reality is to superimpose graphics , audio and other sensory enhancements over a real-world environment in real time. Television networks been doing that with graphics for decades. Now it is moving to mobile. According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015. A consumer can point their phone an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way. Here are some examples to give you a visual of AR. Bottom image is a augmented reality art show that debuted at New York City’s Museum of Modern Art. The physical show was visible to regular visitors, but those who were using a mobile phone application called Layar on their smart phones could see additional works on each of the floors, What’s excites marketers and advertisers about it its ability to bring life to an inanimate image and it can be applied to a billboard, poster or any other printed material. A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way. STOP HERE The basic idea of augmented reality is to superimpose graphics , audio and other sensory enhancements over a real-world environment in real time. AR has become common in sports telecasting. The yellow " first down " line seen in television broadcasts of American football games shows the line the offensive team must cross to receive a first down using the 1st & Ten system. The real-world elements are the football field and players, and the virtual element is the yellow line, which augments the image in real time. Pattern AR enables mobile devices to recognize shapes (markers) and replaces them with two-dimensional images, 3D models, audio, and video. Augmented Reality: Rogue Art Exhibition" at MoMA. Photo: Augmented reality is becoming more accessible and new uses continue to emerge as tools for creating and customizing applications become easier to use. The layering of information over 3D space produces new ways to experience content that is fueling the broader migration of computing from the desktop to the mobile device, bringing with it opportunities for broader user dynamic engagement with social media. Artists and other users are being encouraged to view their smart phones, iPods ,and tablet computers as tools for production and display. Augmented Reality tools can be used to explore concepts in ways that are ‘user led’ and increasingly participatory. Last year, a rogue augmented reality art show made its debut at MoMA (NYC). The physical show was visible to regular visitors, but those who were using a mobile phone application called Layar on their smart phones could see additional works on each of the floors, merging form and content in a non-didactic way. According to Juniper Research, increasing focus on incorporating augmented reality (AR) elements within mobile applications is predicted to lead to nearly 1.4 billion annual downloads of such apps worldwide by 2015. Individuals are taking out his smartphone and pointing them at a piece of paper. It could be a sign, newspaper ad, magazine or direct mailer. As an example, the paper bears the image of some rough terrain, rather like a satellite photo of Mars, and this image is immediately replicated on the phone's small LCD screen via its built-in camera. As soon as that happens, a tiny yellow robot appears on the screen and animates, apparently roving around the rough terrain. The 3D illusion is easily maintained by the phone's processor: the view of the robot changes smoothly and accurately as the phone is moved relative to the piece of paper, revealing different angles, making it look closer or further away, and triggering different behaviors. This ability to bring life to an inanimate image is what so excites people in marketing and advertising, because exactly the same thing can be applied to a billboard poster or an advert in a newspaper. A consumer can point their phone at such an image and see a whole new layer of information, designed to connect them to a brand or product and deliver extra information in an engaging way.
  • Near field communication ( NFC ) is the technology that enables smartphones and other devices to establish a radio connection by touching them together or coming within close proximity. You may not have heard of it, but near field communication ( NFC ) is the technology that major companies are betting will become a central part of every mobile phone user's life. John Foley is going to tell you more about this. NFC technology has not been heavily adopted in the U.S. yet, but according to some analysts' estimates there will be a greater push for mobile users to adopt the technology in the next few years Near field communication, abbreviated NFC, is a form of contactless communication between devices like smartphones or tablets. Contactless communication allows a user to wave the smartphone over a NFC compatible device to send information without needing to touch the devices together or go through multiple steps setting up a connection. NFC was originally developed and promoted as a highly secure technology to enable mobile payments and ticketing applications, enabling consumers to make payments by merely tapping their cellular device against an NFC-enabled payment terminal to conduct a transaction.
  • Jason-….. Katie- No matter what though, the mobile world is not going anywhere and people are always going to need a mobile website. So you can use a tool such as iFlyMobi to create mobile optimized websites, and then follow best practices to appeal to the end user and track your efforts.
  • Jason- …. -“David, were there an additional ways you were able to make money with selling QR Codes?” David- selling the QR Codes as a value added service, custom QR Codes Katie- In terms of creating things like custom QR Codes, we have experts here who have created step by step Blogs, videos, and tutorials for you. So by all means please reference our sites, and especially the Blog sections of our sites, because we are providing you with the information you need to do things such as embed a logo in a QR Code.
  • Jason- there are certainly disadvantages and advantages to everything. For example, the disadvantage of mobile websites is that you cannot view Flash on a mobile device. However, there are advantages such as the ability to build forms and gather data, as well as click-to-call, text and email features. -”David, what are some ways you tried to educate yourself in order to be able to sell QR Codes and mobile websites?” David- look for examples online, see how others are using them, read news sites such as Mobile Marketer (
  • David- lunch and learn example - Reiterate that mobile marketing does not take away from your print business
  • Your customers need mobile websites!
  • Add this to your other services.
  • Your current customers
  • Making Money with Mobile (2012 MFSA Annual Conference)

    1. 1. Making Money from Mobile June 25th, 2012 John Foley, Jr.interlinkONE and Grow Socially
    2. 2. What’s on the Agenda• Brief Introduction… I Promise!• Why We Need to Talk About Mobile• How You Can Benefit: – QR Codes & the Mobile Web – SMS/Text-Messaging – Augmented Reality – Near Field Communication – Mobile Payments• Selling Mobile Solutions
    3. 3. John Foley, Jr.interlinkONE – Software I love(SaaS) Mar(H)keting!  Enterprise Marketing Management Software  Plan, build, manage, execute and measure all marketing activitiesGrow Socially – SupportServices  Online Marketing/Social Media  Plan, Manage, Execute and Measure
    4. 4. The Books  Printers – Business Transformation  Mailers, Fulfillment providers– Business Transformation  All Businesses – Untethered Communications
    5. 5. Keep Your Phone On!• Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr #MFSAChange
    6. 6. Get Involved!Keep your handout card nearby! We hope you’ll participate!!
    8. 8. Mobile is Shaking up Marketing!• Mobile Devices (Smartphones, Tablets)• QR Codes• Near Field Communication (NFC)• SMS/Texting• Augmented Reality
    9. 9. Smartphone Sales• In 2012, 657 million smartphones predicted to be sold, up from 459 million in 2011 (JP Morgan)
    10. 10. Smartphone Adoption 50% Smartphone Adoption in the U.S.
    11. 11. Smartphone Domination Source: Morgan Stanley
    12. 12. Big Brands Are Moving Forward “We have to embrace these changes. What we have to do is provide anytime, anywhere access. The customer is demanding that.” June 6th, 2012,
    13. 13. Mail & Mobile: Better TogetherInteractivity Media Extension Trackability Increased Value to Print and Mail
    14. 14. Remember: It’s About How People BENEFIT from the Technology Top factors that prompt interaction with specific marketing technologies Mobile Response Codes Opt-in Mobile Messaging Augmented Reality (N = 751) (N = 506) (N = 130) 1. Coupon, deal, or • Coupon, deal, or • Fun or discount discount entertainment 2. Credit for loyalty • Enter sweepstakes • Coupon, deal, program or competition or discount 3. Access additional • Access additional • Access information information additional 4. Enter sweepstakes • Make a purchase information or competition • Vote in a • Just to try it out 5. Make a purchase competition • Enter sweepstakes or competitionN = Consumers who have interacted with the specific marketing technologiesSource: Mobile Technology: Making Print Interactive, InfoTrends, 2011
    15. 15. Now…• Let’s chat about how you can effectively integrate mobile for your organization and other customers!
    17. 17. Ready to Get Involved?• POLL Question #1: Are you using QR Codes in your business today?
    18. 18. Big Growth in Mobile Response Code Use How would you describe your familiarity with and use of mobile response codes? Familiar, use today Familiar, might use in the future Familiar, but no plans to use Not familiar 100% 11.1% 35.3% 88.9% 80% 22.2% Familiarity among marketers in 60% 64.7% 2011 20.7% Familiarity among 42.9% 40% marketers in 2010 194% 35.9% 20% Growth Marketers 23.8% using mobile response 8.1% codes 0% 2010 2011 N= 518 315• N = Marketers 2010 Source: The Cross-Media Direct Marketing Opportunity, InfoTrends 2011 Source: Mobile Technology: Making Print Interactive, InfoTrends
    19. 19. Opportunity for You!• USPS 2012 Mobile Commerce and Personalization Promotion• 2% discount for including a QR Code on mail• The QR Code must point to a mobile PURL or a mobile storefront.
    20. 20. Proprietary vs. Non-Proprietary
    21. 21. How Can They Be Used?• Let’s look at some QR Code solutions in action!
    22. 22. PURL, QR Code: Registration Page
    23. 23. GURL, QR Code: Registration Page
    24. 24. For Self-Promotional Efforts
    25. 25. To Promote Product Launches
    26. 26. To Drive Sales• Mailer for buying tools online• Included two response mechanisms
    27. 27. Appointment/Scheduling
    28. 28. Fundraising/Donations
    29. 29. Event Promotion Watch it at:
    30. 30. Tip: Shorten the URL!
    31. 31. Tip: Provide Clear Directions
    32. 32. Tip: Important! Include Padding
    33. 33. Tip: Mobilize the Website
    34. 34. Tip: Test, Track, Measure
    35. 35. What To Look for In a Creator• Can you change the URL?• Does the solution shorten the URL?• Bulk-Upload Capability• Measurement and Tracking?
    36. 36. Creating QR Codes for PURLs • Upload Your Mailing List • Generate the PURLs • Export the list, including the PURL
    37. 37. Tip: Measure QR vs. PURL• If your mailer will contain a printed PURL plus a personalized QR Code, you should track them differently.One way to do this --- unique URLs:••
    38. 38. Mobile Site Requirement: Good! = Source:
    39. 39. Options for Building a Mobile Website• Web programming – HTML, CSS, jQuery• Use a Mobile Website Builder – Look for: Photo Credit: • Ease of Use • Reporting • White Label Options?
    40. 40. Mobile Website Goals• Quick Loading Time• Easy to Read• Simple Interaction• But Still Relevant And Useful!
    41. 41. Key Thoughts Before Building• Treat the needs of the “on- the-go” user differently than those of a desktop/laptop browser. – On-the-go or in a rush – Extremely interested in the offer – help them take immediate action.
    42. 42. Personalization Options• Prior Behavior• Life Stage• Segmentation• Demographics
    43. 43. Tip: Trim your content!• Prioritize and simplify – only include the most important points, links, etc. Photo Credit:
    44. 44. Tip: Include Forms to Capture Data• Simplify Forms: Limit Use of Open-Ended Questions, # of fields in general.
    45. 45. Final Thoughts• QR Codes can work successfully – but you must follow best practices• Mobile websites must be simple, but they can also be a great way to capture leads, generate sales, and more.
    47. 47. Why Talk About SMS?• “It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message.” Source: Mobile Marketing Association
    48. 48. SMS/Texting: Plenty of Uses!• Text-to-e-Mail campaigns Over 90% of texts from SMS• Subscription text alerts messaging campaigns are• Voting/Polling read by recipients,• Mobile fan clubs generating average• Premium SMS sweepstakes response rates• of 15%-30% or Corporate marketing more! Source: Mobile Marketing Association
    49. 49. SMS/Text: Example 1 • Users were encouraged to opt-in to receive weather-related mobile notifications based on their ZIP code. • Helped ACE to build their database too!
    50. 50. SMS/Text: Example 2
    51. 51. Adding SMS to Your List of Services• Need ability to send outbound messages• Need ability to use Shortcodes to accept SMS Responses• Understand SMS/Opt-In Rules: It’s key to start building the mobile/SMS database now!
    53. 53. Augmented Reality Becoming AccessibleSource: Juniper Research
    54. 54. Interactive Print & Mail: Layar Watch the video:
    55. 55. Using Layar to Augment Reality
    56. 56. Aurasma
    57. 57. Getting Started with AR• Start experiencing it yourself – download the Apps, test, play, & get inspired!• Check out Kevin Keane’s list of AR apps• Augment your own material.• Start talking about it to clients!
    59. 59. Ready to Get Involved?• POLL Question #2:What type of smartphone do you have?
    60. 60. NFC: Lots of Potential Uses!• “Near field communication, or NFC, allows for simplified transactions, data exchange, and connections with a touch”.
    61. 61. Tap To Connect!
    62. 62. NFC vs.QR Codes
    63. 63. NFC & Location-Based Marketing• NFC can be used to make mobile actions easier to complete… check- ins, transactions, registrations, and more!
    64. 64. Getting Started with NFC• Check if you have a phone that is NFC- enabled• Sign up for news sites and Google Alerts that mention and highlight NFC campaigns• Start mentioning it to your clients!
    66. 66. Square• Easily accept credit cards from mobile devices• 2.75% per swipe – no other fees
    67. 67. Custom Apps
    68. 68. Mobile Payments & You• Ideas for putting Square to use: – Sales at conferences, trade shows, Chamber of Commerce events, etc. – Point of sale jobs at the shop – Big benefit: demonstrates to customers that you are paying attention to and moving forward with new technologies!
    70. 70. How Do You Make $ on QR Codes?• Help Customers in Their Mobile Strategy• Custom QR Code Design• Mobile Website Creation• Build a Database!• Reporting, Analyzing, Strategy• Put it in a Campaign!
    71. 71. Before You Start Selling…• Is your website mobile- optimized?• Smartphones for demos• Understand limitations & advantages.• Add “mobile marketing” to your business strategy and marketing plans!
    72. 72. How you can promote it• On your website• On your social networks• QR Codes on print• Email efforts• Webinar Credit:
    73. 73. Sales Opportunity #1• QR Codes need mobile sites! There are plenty without.
    74. 74. Sales Opportunity #2• Any printed piece/mailing with a URL that may reach the growing mobile audience.
    75. 75. Sales Opportunity #3• Any customer that has a website that is not mobile-optimized.
    76. 76. Final Thoughts on Mobile• Smartphones and Tablets are Disruptors… and they are here to stay!• QR Codes are best way today to integrate print, mail, and and mobile.• Think outside the box with NFC, Augmented Reality, and SMS.• Start talking about mobile to your customers today!
    77. 77. Q & A / Contact Me!: Scan It!
    78. 78. Thank You!