1. Born with a Cell Phone The Explosion of Mobile and Its Importance for Marketing
2. Hi, I’m Lance Director of Strategic Marketing for Professional Liability Underwriting Society 14 year marketing professional Recovering BlackBerry addict Now on Droid
3. Please keep your mobile ON Twitter – #MSAERocks E-mail – lkhelgerson@gmail.com Vibrate setting is appreciated
4. Why is Mobile Importantto Marketing? I LOVE my phone!
5. Mobile Is Exploding 5.2 Billion TV PC Internet 2.0 Billion 1.7 Billion Mobile 1.2 Billion 1970 1975 1980 1985 1990 1995 2000 2005 2010 Source: Insider’s Guide to Mobile (2010) by Tomi Ahonen
6. Mobile is HUGE > 5.2 Billion 1.1 Billion Wired Phones 2.2 Billion Bank Account Holders 4 Billion FM Radios 4.2 Billion Toothbrushes Source: Insider’s Guide to Mobile (2010) by Tomi Ahonen
7. Mobile is Global Source: http://www.floatingsheep.org/2011/01/map-of-per-capita-mobile-phone.html
8. U.S. on the Verge 95% mobile penetration in U.S. 100% by 2013 Source: Chuck Martin, Mobile Future Institute Darren Murph, Engadget
13. In the real world Mobile is there when a user consumesALL OTHER media 77% use mobile while watching television Source: Universal McCann (AdWeek July 8, 2009)
14. Unique Benefits of Mobile - Personal Mass Medium - Permanently Connected - Always Carried - Built-in Payment Channel - Available at Creative Impulse - Enables Augmented Reality Source: Insider’s Guide to Mobile (2010) by Tomi Ahonen
20. “Social media is becoming a core competency of the association of the 21st century.” Source: ASAE Strategic Brief: Social Media and the Association Sector
21. Social Media Cocktail party theory of SM Interaction Interesting content Source: Associations Now, How to Avoid Bungling Social Media
22. MSAE Social Media Survey (2010) 78% creating member connections 73% increasing web traffic 40% share SM responsibility among staff Little agreement on how to measure success
23. Objections to Social Media Use Lack of time Not sure how to involve members Don’t know what best practices are Source: MSAE Social Media Survey 2010
27. Best Practices for Associations Have clear goals Find where your members are, focus there Keep messages relevant, but be social! Active links for mobile Become “must see SM”
28. Numbers = Relevance Don’t strive for 1,000 followers Get the RIGHT 50 followers (or 100) Engage with members Find your “Brand Evangelists”
29. Social “Marketing” Member needs first Ask member services Reduce disconnect between members/staff Part of the member experience New path for connection and interaction NOT advertising
30. Measuring Success Web traffic from social media Google Analytics Also identify which SM channels are relevant Shortened URL clicks LinkedIn Manager’s Choice Re-tweet rate
32. What is that thing? QR, or quick response, code Two-dimensional bar codes Developed for manufacturing in 1990s Visual representation of URL, contact info, phone number or other
34. Why QR Codes Work for Mobile What is faster? More accurate? Type this into your phone: https://m360.msae.com/event.aspx?eventID=27242&instance=0 Take a picture of this: Must use QR Code Reader to take picture,not just device’s camera
36. The Best Part QR Codes are easy to create QR Codes are FREE! Let’s create one now (I use goo.gl)
37. QR Code Best Practices Use in traditional/printed materials Not in e-mail where a link will suffice Link to mobile-enabled content Use a URL shortener to track QR traffic
38. Ideas for QR Code Use Extend ad campaigns to web Add to business cards for contact info Use on nametags at events, or signage outside sessions to get materials
39. Give it a Try Make QR Code Free URL Shortener to track results Place in newsletter/member communication Brief description See if members use
41. Is E-mail Still Relevant? More than ever! 45% said e-mail will increase in 5 years 51% stay the same In past year, E-mail use increased faster than Social Media Phone Face to Face Source: Microsoft MarketTools Survey
52. More direct linkViewing this on a mobile device? Click here. Don’t miss our upcoming event sch for May 12, 2011. We’ll review the mobile has on membership commuand how to improve association tacfor email, social media and QR cod
57. Single columnMarketing & Sales Symposium May 12, 2011 Viewing this on a mobile device? Click here. 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
58. Simple Steps to Better Results Text as text, not embedded in image Single column layout Overt link to web content
59. Optimizing E-mail for Mobile Simplify message Link to mobile content/website Similar look to e-mail design for continuity Concise subject lines
60. Optimizing E-mail for Mobile Ask members if they want SMS (text message) Add phone # for touch to dial Image ALT tags Text shows if pics don’t
61. Test Messages Email Service Provider can help Test on mobile devices in office Preview Inbox view as well Mobile used to vet emails
