Mobilizing Your PR Agency: The Opportunity & Mistakes We've Made - CAPRSA - mobile marketing, michael barber, linda cohen, cohn marketing, caliber group, PRSA

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The opportunity for PR and integrated agencies to build service offerings around mobile marketing, and high-level review of mistakes our agencies have made and how other agencies can learn from them.

The opportunity for PR and integrated agencies to build service offerings around mobile marketing, and high-level review of mistakes our agencies have made and how other agencies can learn from them.

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Transcript

  • 1. MOBILIZINGYOUR FIRMFOR ASMARTPHONEWORLDMistakes We Made & HowYou Can Learn from ThemCAPRSA | May 6, 2012#CAPRSA
  • 2. CAPRSA: Mobilizing Your AgencyINTRODUCTION Linda Cohen Michael Barber CEO, Caliber Group Director, Digital Strategy, COHN @michaeljbarber lcohen@calibergroup.com michael@cohnmarketing.com @lindawcohen @lindawcohen @michaeljbarber #CAPRSA http://linkedin.com/in/uabarber
  • 3. CAPRSA: Mobilizing Your AgencyGOALS FOR TODAY 1 The mobile shift 2 Why mobile integrates well with PR agencies 3 Lessons from our mistakes 4 Q&A @michaeljbarber @lindawcohen #CAPRSA
  • 4. CAPRSA: Mobilizing Your Agency @michaeljbarber @lindawcohen #CAPRSA
  • 5. CAPRSA: Mobilizing Your Agency @michaeljbarber @lindawcohen #CAPRSA
  • 6. CAPRSA: Mobilizing Your AgencyWHY ARE YOU HERE? @michaeljbarber @lindawcohen #CAPRSA
  • 7. THE DIGITALLANDSCAPE#CAPRSA
  • 8. CAPRSA: Mobilizing Your AgencyTHE FACTS 46GB Data consumed per day by an average American (30,000+ songs). @michaeljbarber @lindawcohen #CAPRSA
  • 9. CAPRSA: Mobilizing Your AgencyTHE FACTS SMARTPHONES NOW OUTSELL PCs @michaeljbarber @lindawcohen #CAPRSA*IDC Report
  • 10. CAPRSA: Mobilizing Your AgencyTHE FACTS 65 Amount of time spent on mobile by mins average US adult; more than traditional. @michaeljbarber @lindawcohen #CAPRSA
  • 11. CAPRSA: Mobilizing Your AgencyTHE FACTS Last Year @michaeljbarber @lindawcohen #CAPRSA
  • 12. CAPRSA: Mobilizing Your AgencyTHE FACTS This Year @michaeljbarber @lindawcohen #CAPRSA
  • 13. CAPRSA: Mobilizing Your AgencyTHE FACTS @michaeljbarber @lindawcohen #CAPRSA
  • 14. CAPRSA: Mobilizing Your AgencyTHE FACTS Smartphone usage in the bathroom @michaeljbarber @lindawcohen #CAPRSA
  • 15. CAPRSA: Mobilizing Your Agency By 2013, 50% of web traffic will come through mobile devices @michaeljbarber @lindawcohen #CAPRSA Source: IDC Report
  • 16. CAPRSA: Mobilizing Your Agency Mobile email overtakes webmail.... Next month (June 2012) @michaeljbarber @lindawcohen #CAPRSA
  • 17. CAPRSA: Mobilizing Your AgencyTHE FACTS @michaeljbarber @lindawcohen #CAPRSA
  • 18. CAPRSA: Mobilizing Your AgencyTHE FACTS @michaeljbarber @lindawcohen #CAPRSA
  • 19. INTEGRATING PRWITH DIGITAL/MOBILE#CAPRSA
  • 20. CAPRSA: Mobilizing Your AgencyPR AGENCY CONUNDRUM @michaeljbarber @lindawcohen #CAPRSA
  • 21. CAPRSA: Mobilizing Your AgencyMOBILE & PR @michaeljbarber @lindawcohen #CAPRSA
  • 22. CAPRSA: Mobilizing Your Agency2012 & BEYOND PRESENTS AN OPPORTUNITYFOR PR AGENCIES 1 demand for information on mobile devices. Social & mobile integration meets increasing consumer 2 crisis or negative customer feedback. Real-time applicability for distributing news, responding to a 3 Brands/business are reaching socialfor agencies to build mobile with social presents an area maturity. Integrating services, provide additional ROI. @michaeljbarber @lindawcohen #CAPRSA
  • 23. MISTAKE: ACTINGLIKE AN AGENCY#CAPRSA
  • 24. CAPRSA: Mobilizing Your AgencyMISTAKE: ACTING LIKE AGENCIES • Don’t be all things. • Strategy • Creative production • Service-based (app development, SMS, mobile web) • Integrated • Put a stake in the ground. • Start somewhere and move outward • Extend your current digital services across mobile - social, @michaeljbarber search, email, content strategy & development @lindawcohen #CAPRSA • Find partners to work on other services
  • 25. MISTAKE: WE CANBUY MOBILETALENT!#CAPRSA
  • 26. CAPRSA: Mobilizing Your AgencyMISTAKE: TALENT & KNOWLEDGE You can’t buy talent, nurture it. • Multi-faceted - focus on internal strategists • Easier to teach mobile to marketing people, not vice versa • Hire for specialities (e.g. UI, design) How do I nurture talent? • In-house agency training programs (everyone has to do it). • Mobile conferences • Mobile World Congress (International - Barcelona) • Mobile 2.0 (San Fran) • MMA Global Forums (LA & NYC) @michaeljbarber @lindawcohen #CAPRSA
  • 27. MISTAKE: TOOMUCH EARY FOCUSON REVENUES#CAPRSA
  • 28. CAPRSA: Mobilizing Your AgencyMISTAKE: TOO MUCH ROI FOCUS Please don’t think your agency will make money immediately. • Won’t immediately add to the bottom line - takes time to master • ROI may come from multiple places (mobile is a differentiator for an agency) • Understand where mobile dollars will come from: marketing, IT, comm @michaeljbarber @lindawcohen #CAPRSA
  • 29. MISTAKE: NOTUSING TOOLSALREADY OUTTHERE#CAPRSA
  • 30. CAPRSA: Mobilizing Your AgencyMISTAKE: NOT USING TOOLS Not using the tools available • Too often we try to create something that already exists • Tools provides speed to market and helps increase margins - less time, same value • There are hundreds of mobile tools out there to help your business @michaeljbarber @lindawcohen #CAPRSA
  • 31. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB @michaeljbarber @lindawcohen #CAPRSA
  • 32. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB @michaeljbarber @lindawcohen #CAPRSA
  • 33. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE APPS @michaeljbarber @lindawcohen #CAPRSA
  • 34. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB/QR CODES @michaeljbarber @lindawcohen #CAPRSA
  • 35. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE AD NETWORKS @michaeljbarber @lindawcohen #CAPRSA http://www.flickr.com/photos/fidelman/5282509966/
  • 36. CAPRSA: Mobilizing Your AgencyTOOLS: SMS @michaeljbarber @lindawcohen #CAPRSA
  • 37. CAPRSA: Mobilizing Your AgencyTOOLS: MMS @michaeljbarber @lindawcohen #CAPRSA
  • 38. MISTAKE:FORGETTING OLDMOBILE TACTICS#CAPRSA
  • 39. CAPRSA: Mobilizing Your AgencyMISTAKE: FORGETTING TRIED & TRUE TACTICS @michaeljbarber @lindawcohen #CAPRSA
  • 40. MISTAKE: DOINGMOBILE “JUSTBECAUSE”#CAPRSA
  • 41. CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE” @michaeljbarber @lindawcohen #CAPRSA
  • 42. CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE” @michaeljbarber @lindawcohen #CAPRSA
  • 43. CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE” Event Photo Poster SHARE WHAT YOU VALUE AT ImagineGreaterTucson.org @michaeljbarber @lindawcohenBanner #CAPRSA
  • 44. MISTAKE: PRICING &SELLING LIKE ANAGENCY#CAPRSA
  • 45. CAPRSA: Mobilizing Your AgencyMISTAKE: PRICING LIKE AGENCIES WOULD PRICE SERVICES Agencies price like agencies • We rely on hours - mobile can’t be thought of this way. • Mobile is fluid, changes rapidly, not easily replicated, and nothing you can really standardize from client to client • Mobile typically does not have “standard” deliverables @michaeljbarber @lindawcohen #CAPRSA
  • 46. CAPRSA: Mobilizing Your AgencyPRICING GUIDES Mobile website @michaeljbarber • Minimum: $5,000 @lindawcohen #CAPRSA • Average: $12,500 • High-end: $35,000 (HTML5 + responsive)
  • 47. CAPRSA: Mobilizing Your AgencyPRICING GUIDES $500,000 $175,000 $1,250 Mobile app per platform • Minimum: $10,000 • Average: $25,000-$50,000 @michaeljbarber @lindawcohen • High-end: $500,000 (Instagram 1.0) #CAPRSA
  • 48. CAPRSA: Mobilizing Your AgencyPRICING GUIDES SMS • A simple SMS campaign can cost $500-20K, a year-long effort with a significant subscriber base can be $500k. • Dedicated short-code can cost $15-30k, per year. • Shared short codes are significantly cheaper. Research prices & compare. • Vanity codes cost about $1,000/month. • Per message SMS Prices – you can mark these up! • 0 – 99,999 $0.035 • 100,000 - 249,999 $0.030 • 250,000 - 499,999 $0.025 • 500,000 - 999,999 $0.020 • 1,000,000+ $0.015 @michaeljbarber • 5,000,000+ $0.010 @lindawcohen #CAPRSA
  • 49. CAPRSA: Mobilizing Your AgencyMISTAKE: SELLING LIKE AN AGENCY How to sell mobile • Educate clients about the benefits of mobile. Connect them to the space. Know the psyche of your client.              • Develop a State of Mobile Report for their industry • Have a facilitated session with key stakeholders to define objectives and achieve buy-ins • Propose a scope of work that is outlined based on business objectives @michaeljbarber @lindawcohen #CAPRSA
  • 50. FUTURE TRENDS#CAPRSA
  • 51. CAPRSA: Mobilizing Your AgencySIX FUTURE TRENDS TO WATCH 1 Natural user interface on mobile (e.g. Kinect) 2 Speech development (e.g. Siri) 3 Connected devices (e.g. Apple TV, Google TV/Play) 4 Network maturation (e.g. 4G) 5 Socio-economic patterns as adoption rises 6 The continued rise of HTML5 @michaeljbarber @lindawcohen #CAPRSA
  • 52. CAPRSA: Mobilizing Your AgencyWHERE/HOW YOU CAN LEARN MORE 1 mobilemarketingwatch.com 2 mobilecommercedaily.com 3 Mobile Marketing SmartBrief 4 #mobile on Twitter 5 Follow does our industry & people....where dollars & users go, as the investment capital 6 #prmobile Twitter Chat - Every Thursday 5pm PST/8pm EST @michaeljbarber @lindawcohen #CAPRSA
  • 53. CAPRSA: Mobilizing Your Agency Q& @michaeljbarber @lindawcohen #CAPRSA
  • 54. CAPRSA: Mobilizing Your AgencyTHANK YOU Linda Cohen Michael Barber CEO, Caliber Group Director, Digital Strategy, COHN @michaeljbarber lcohen@calibergroup.com michael@cohnmarketing.com @lindawcohen @lindawcohen @michaeljbarber #CAPRSA http://linkedin.com/in/uabarber