Born with a Cell Phone


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  • 1.1 billion landline telephones1.2 billion personal computers1.6 billion televisions2.2 billion bank accounts4 billion FM radios4.2 billion toothbrushes5.2 billion mobile device subscriptions
  • 75 countries @ 100% or higher United Arab Emirates 232%
  • Born with a Cell Phone

    1. 1. Born with a Cell Phone<br />The Explosion of Mobile and Its Importance for Marketing<br />
    2. 2. Hi, I’m Lance<br />Director of Strategic Marketing for Professional Liability Underwriting Society<br />14 year marketing professional<br />Recovering BlackBerry addict<br />Now on Droid<br />
    3. 3. Please keep your mobile ON<br />Twitter – #MSAERocks<br />E-mail –<br />Vibrate setting is appreciated<br />
    4. 4. Why is Mobile Importantto Marketing?<br />I LOVE my phone!<br />
    5. 5. Mobile Is Exploding<br />5.2 Billion<br />TV<br />PC<br />Internet<br />2.0 Billion<br />1.7 Billion<br />Mobile<br />1.2 Billion<br />1970<br />1975<br />1980<br />1985<br />1990<br />1995<br />2000<br />2005<br />2010<br />Source: Insider’s Guide to Mobile (2010) by Tomi Ahonen<br />
    6. 6. Mobile is HUGE<br />><br />5.2 Billion<br />1.1 Billion Wired Phones<br />2.2 Billion Bank Account Holders<br />4 Billion FM Radios<br />4.2 Billion Toothbrushes<br />Source: Insider’s Guide to Mobile (2010) by Tomi Ahonen<br />
    7. 7. Mobile is Global<br />Source:<br />
    8. 8. U.S. on the Verge<br />95% mobile penetration in U.S.<br />100% by 2013<br />Source: Chuck Martin, Mobile Future Institute Darren Murph, Engadget<br />
    9. 9. Pick One (and only one)<br /><ul><li>61% mobile device
    10. 10. 18% the computer
    11. 11. 11% TV
    12. 12. 11% radio</li></ul>Source: ChaCha, May 18, 2010<br />
    13. 13. In the real world<br />Mobile is there when a user consumesALL OTHER media<br />77% use mobile while watching television<br />Source: Universal McCann (AdWeek July 8, 2009)<br />
    14. 14. Unique Benefits of Mobile<br />- Personal Mass Medium<br />- Permanently Connected<br />- Always Carried<br />- Built-in Payment Channel<br />- Available at Creative Impulse<br />- Enables Augmented Reality<br />Source: Insider’s Guide to Mobile (2010) by Tomi Ahonen<br />
    15. 15. Augmented Reality<br />
    16. 16. Augmented Reality?<br /> Really?<br />I have no budget for that.What can I do today?<br />
    17. 17. 3 Ways to Harness Mobile Today<br />Social Media<br />QR Codes<br />Mobile-Optimized E-mail<br />
    18. 18. Social Media = Mobile<br />Join the conversation on Twitter – I’m @lkhelgerson<br />
    19. 19. Marketing’s Progression Toward SM<br />Mass Marketing<br />Your Brand<br />Direct Marketing<br />Social Marketing<br />
    20. 20. “Social media is becoming a core competency of the association of the 21st century.”<br />Source: ASAE Strategic Brief: Social Media and the Association Sector<br />
    21. 21. Social Media<br /> Cocktail party theory of SM<br />Interaction<br />Interesting content<br />Source: Associations Now, How to Avoid Bungling Social Media<br />
    22. 22. MSAE Social Media Survey (2010)<br />78% creating member connections<br />73% increasing web traffic<br />40% share SM responsibility among staff<br />Little agreement on how to measure success<br />
    23. 23. Objections to Social Media Use<br />Lack of time<br />Not sure how to involve members<br />Don’t know what best practices are<br />Source: MSAE Social Media Survey 2010<br />
    24. 24. Lack of Time<br /><ul><li>Commit 15 minutes in morning, another at lunch
    25. 25. Utilize tools like HootSuite or TweetDeck
    26. 26. Don’t over think!</li></li></ul><li>Involving Members<br />Find them, follow them<br />Ask members active in SM what they want<br />Listen to SM channels, respond when asked<br />Drive conversation on member issues<br />
    27. 27. Best Practices for Associations<br />Have clear goals <br />Find where your members are, focus there<br />Keep messages relevant, but be social!<br />Active links for mobile<br />Become “must see SM”<br />
    28. 28. Numbers = Relevance<br />Don’t strive for 1,000 followers<br />Get the RIGHT 50 followers (or 100) <br />Engage with members<br />Find your “Brand Evangelists”<br />
    29. 29. Social “Marketing”<br />Member needs first<br />Ask member services<br />Reduce disconnect between members/staff<br />Part of the member experience<br />New path for connection and interaction<br />NOT advertising<br />
    30. 30. Measuring Success<br />Web traffic from social media<br />Google Analytics<br />Also identify which SM channels are relevant<br />Shortened URL clicks<br />LinkedIn Manager’s Choice<br />Re-tweet rate<br />
    31. 31. QR Codes = Mobile<br />What is that thing?<br />
    32. 32. What is that thing?<br />QR, or quick response, code<br />Two-dimensional bar codes<br />Developed for manufacturing in 1990s<br />Visual representation of URL, contact info, phone number or other<br />
    33. 33. Also Exploding<br />800% increase<br />Source: Mobile Marketer<br />
    34. 34. Why QR Codes Work for Mobile<br />What is faster? More accurate?<br />Type this into your phone:<br /><br />Take a picture of this:<br />Must use QR Code Reader to take picture,not just device’s camera<br />
    35. 35. Either way, you get here:<br />
    36. 36. The Best Part<br />QR Codes are easy to create<br />QR Codes are FREE!<br /> Let’s create one now (I use<br />
    37. 37. QR Code Best Practices<br />Use in traditional/printed materials<br />Not in e-mail where a link will suffice<br />Link to mobile-enabled content<br />Use a URL shortener to track QR traffic<br />
    38. 38. Ideas for QR Code Use<br />Extend ad campaigns to web<br />Add to business cards for contact info<br />Use on nametags at events, or signage outside sessions to get materials<br />
    39. 39. Give it a Try<br />Make QR Code<br />Free<br />URL Shortener to track results<br />Place in newsletter/member communication<br />Brief description<br />See if members use<br />
    40. 40. E-mail =Mobile<br />E-mail is cool, but I can’t read yet – is there an app for that?<br />
    41. 41. Is E-mail Still Relevant?<br />More than ever!<br />45% said e-mail will increase in 5 years<br />51% stay the same<br />In past year, E-mail use increased faster than<br />Social Media<br />Phone<br />Face to Face<br />Source: Microsoft MarketTools Survey<br />
    42. 42. Very Relevant<br /><ul><li>42% total internettime
    43. 43. 4x more thansocial media</li></ul>Source: Nielsen Mobile Media View (May 2010)<br />
    44. 44. Members are opening your e-mail messages on their mobile devices whether youwant them to or not<br />
    45. 45. Not Optimized<br />Midwest Society of Association Executives Marketing & S<br /><ul><li>Long subject
    46. 46. Message lost
    47. 47. No idea whatit is promoting
    48. 48. Link helps</li></ul>View link on browser.<br />
    49. 49. Improved – Could be Better<br />MSAE’s Marketing & Sales Symposium May 12, 2011<br /><ul><li>Shorter subject
    50. 50. Some text shows
    51. 51. Not scaling
    52. 52. More direct link</li></ul>Viewing this on a mobile device? Click here.<br />Don’t miss our upcoming event sch<br />for May 12, 2011. We’ll review the<br />mobile has on membership commuand how to improve association tacfor email, social media and QR cod<br />
    53. 53. Optimized<br /><ul><li>Direct subject
    54. 54. Graphics display
    55. 55. Alt tags if don’t
    56. 56. Scales
    57. 57. Single column</li></ul>Marketing & Sales Symposium May 12, 2011<br />Viewing this on a mobile device? Click here.<br />Don’t miss our upcoming event scheduled forMay 12, 2011. We’ll review the effect mobile has on membership communication and how to improve association tactics for email, social<br />
    58. 58. Simple Steps to Better Results<br />Text as text, not embedded in image<br />Single column layout<br />Overt link to web content<br />
    59. 59. Optimizing E-mail for Mobile<br />Simplify message<br />Link to mobile content/website<br />Similar look to e-mail design for continuity<br />Concise subject lines<br />
    60. 60. Optimizing E-mail for Mobile<br />Ask members if they want SMS (text message)<br />Add phone # for touch to dial<br />Image ALT tags<br />Text shows if pics don’t<br />
    61. 61. Test Messages<br />Email Service Provider can help<br />Test on mobile devices in office<br />Preview Inbox view as well<br />Mobile used to vet emails<br />
    62. 62. Discussion<br />Has anyone seenmy charger?<br />
    63. 63. Thank You<br />Seriously, where is my charger?<br />