MOBILIZINGYOUR FIRMFOR ASMARTPHONEWORLDMistakes We Made & HowYou Can Learn from ThemCAPRSA | May 6, 2012#CAPRSA
CAPRSA: Mobilizing Your AgencyINTRODUCTION      Linda Cohen                Michael Barber      CEO, Caliber Group         ...
CAPRSA: Mobilizing Your AgencyGOALS FOR TODAY    1    The mobile shift    2 Why mobile integrates well with PR agencies   ...
CAPRSA: Mobilizing Your Agency                                 @michaeljbarber                                  @lindawcoh...
CAPRSA: Mobilizing Your Agency                                 @michaeljbarber                                  @lindawcoh...
CAPRSA: Mobilizing Your AgencyWHY ARE YOU HERE?                                 @michaeljbarber                           ...
THE DIGITALLANDSCAPE#CAPRSA
CAPRSA: Mobilizing Your AgencyTHE FACTS          46GB            Data consumed per day by an            average American (...
CAPRSA: Mobilizing Your AgencyTHE FACTS          SMARTPHONES  NOW OUTSELL PCs                                 @michaeljbar...
CAPRSA: Mobilizing Your AgencyTHE FACTS          65            Amount of time spent on mobile by          mins            ...
CAPRSA: Mobilizing Your AgencyTHE FACTS          Last Year                                 @michaeljbarber                ...
CAPRSA: Mobilizing Your AgencyTHE FACTS   This Year                                 @michaeljbarber                       ...
CAPRSA: Mobilizing Your AgencyTHE FACTS                                 @michaeljbarber                                  @...
CAPRSA: Mobilizing Your AgencyTHE FACTS                                 Smartphone                                 usage i...
CAPRSA: Mobilizing Your Agency           By 2013, 50% of           web traffic will           come through           mobil...
CAPRSA: Mobilizing Your Agency          Mobile email          overtakes          webmail....          Next month (June 201...
CAPRSA: Mobilizing Your AgencyTHE FACTS                                 @michaeljbarber                                  @...
CAPRSA: Mobilizing Your AgencyTHE FACTS                                 @michaeljbarber                                  @...
INTEGRATING PRWITH DIGITAL/MOBILE#CAPRSA
CAPRSA: Mobilizing Your AgencyPR AGENCY CONUNDRUM                                 @michaeljbarber                         ...
CAPRSA: Mobilizing Your AgencyMOBILE & PR                                 @michaeljbarber                                 ...
CAPRSA: Mobilizing Your Agency2012 & BEYOND PRESENTS AN OPPORTUNITYFOR PR AGENCIES    1 demand for information on mobile d...
MISTAKE: ACTINGLIKE AN AGENCY#CAPRSA
CAPRSA: Mobilizing Your AgencyMISTAKE: ACTING LIKE AGENCIES  • Don’t be all things.       •   Strategy       •   Creative ...
MISTAKE: WE CANBUY MOBILETALENT!#CAPRSA
CAPRSA: Mobilizing Your AgencyMISTAKE: TALENT & KNOWLEDGE  You can’t buy talent, nurture it.   • Multi-faceted - focus on ...
MISTAKE: TOOMUCH EARY FOCUSON REVENUES#CAPRSA
CAPRSA: Mobilizing Your AgencyMISTAKE: TOO MUCH ROI FOCUS  Please don’t think your agency will make money immediately.   •...
MISTAKE: NOTUSING TOOLSALREADY OUTTHERE#CAPRSA
CAPRSA: Mobilizing Your AgencyMISTAKE: NOT USING TOOLS    Not using the tools available     • Too often we try to create s...
CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB                                 @michaeljbarber                           ...
CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB                                 @michaeljbarber                           ...
CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE APPS                                 @michaeljbarber                          ...
CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB/QR CODES                                 @michaeljbarber                  ...
CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE AD NETWORKS                                                                   ...
CAPRSA: Mobilizing Your AgencyTOOLS: SMS                                 @michaeljbarber                                  ...
CAPRSA: Mobilizing Your AgencyTOOLS: MMS                                 @michaeljbarber                                  ...
MISTAKE:FORGETTING OLDMOBILE TACTICS#CAPRSA
CAPRSA: Mobilizing Your AgencyMISTAKE: FORGETTING TRIED & TRUE TACTICS                                           @michaelj...
MISTAKE: DOINGMOBILE “JUSTBECAUSE”#CAPRSA
CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE”                                            ...
CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE”                                            ...
CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE”         Event Photo                 Poster ...
MISTAKE: PRICING &SELLING LIKE ANAGENCY#CAPRSA
CAPRSA: Mobilizing Your AgencyMISTAKE: PRICING LIKE AGENCIES WOULD PRICE SERVICES     Agencies price like agencies      • ...
CAPRSA: Mobilizing Your AgencyPRICING GUIDES          Mobile website                              @michaeljbarber         ...
CAPRSA: Mobilizing Your AgencyPRICING GUIDES        $500,000                    $175,000   $1,250      Mobile app per plat...
CAPRSA: Mobilizing Your AgencyPRICING GUIDES         SMS          • A simple SMS campaign can cost $500-20K, a year-long e...
CAPRSA: Mobilizing Your AgencyMISTAKE: SELLING LIKE AN AGENCY         How to sell mobile          • Educate clients about ...
FUTURE TRENDS#CAPRSA
CAPRSA: Mobilizing Your AgencySIX FUTURE TRENDS TO WATCH       1    Natural user interface on mobile (e.g. Kinect)       2...
CAPRSA: Mobilizing Your AgencyWHERE/HOW YOU CAN LEARN MORE       1    mobilemarketingwatch.com       2 mobilecommercedaily...
CAPRSA: Mobilizing Your Agency                   Q&                                 @michaeljbarber                       ...
CAPRSA: Mobilizing Your AgencyTHANK YOU      Linda Cohen                Michael Barber      CEO, Caliber Group         Dir...
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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.

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

    1. 1. MOBILIZINGYOUR FIRMFOR ASMARTPHONEWORLDMistakes We Made & HowYou Can Learn from ThemCAPRSA | May 6, 2012#CAPRSA
    2. 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. 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. 4. CAPRSA: Mobilizing Your Agency @michaeljbarber @lindawcohen #CAPRSA
    5. 5. CAPRSA: Mobilizing Your Agency @michaeljbarber @lindawcohen #CAPRSA
    6. 6. CAPRSA: Mobilizing Your AgencyWHY ARE YOU HERE? @michaeljbarber @lindawcohen #CAPRSA
    7. 7. THE DIGITALLANDSCAPE#CAPRSA
    8. 8. CAPRSA: Mobilizing Your AgencyTHE FACTS 46GB Data consumed per day by an average American (30,000+ songs). @michaeljbarber @lindawcohen #CAPRSA
    9. 9. CAPRSA: Mobilizing Your AgencyTHE FACTS SMARTPHONES NOW OUTSELL PCs @michaeljbarber @lindawcohen #CAPRSA*IDC Report
    10. 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. 11. CAPRSA: Mobilizing Your AgencyTHE FACTS Last Year @michaeljbarber @lindawcohen #CAPRSA
    12. 12. CAPRSA: Mobilizing Your AgencyTHE FACTS This Year @michaeljbarber @lindawcohen #CAPRSA
    13. 13. CAPRSA: Mobilizing Your AgencyTHE FACTS @michaeljbarber @lindawcohen #CAPRSA
    14. 14. CAPRSA: Mobilizing Your AgencyTHE FACTS Smartphone usage in the bathroom @michaeljbarber @lindawcohen #CAPRSA
    15. 15. CAPRSA: Mobilizing Your Agency By 2013, 50% of web traffic will come through mobile devices @michaeljbarber @lindawcohen #CAPRSA Source: IDC Report
    16. 16. CAPRSA: Mobilizing Your Agency Mobile email overtakes webmail.... Next month (June 2012) @michaeljbarber @lindawcohen #CAPRSA
    17. 17. CAPRSA: Mobilizing Your AgencyTHE FACTS @michaeljbarber @lindawcohen #CAPRSA
    18. 18. CAPRSA: Mobilizing Your AgencyTHE FACTS @michaeljbarber @lindawcohen #CAPRSA
    19. 19. INTEGRATING PRWITH DIGITAL/MOBILE#CAPRSA
    20. 20. CAPRSA: Mobilizing Your AgencyPR AGENCY CONUNDRUM @michaeljbarber @lindawcohen #CAPRSA
    21. 21. CAPRSA: Mobilizing Your AgencyMOBILE & PR @michaeljbarber @lindawcohen #CAPRSA
    22. 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. 23. MISTAKE: ACTINGLIKE AN AGENCY#CAPRSA
    24. 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. 25. MISTAKE: WE CANBUY MOBILETALENT!#CAPRSA
    26. 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. 27. MISTAKE: TOOMUCH EARY FOCUSON REVENUES#CAPRSA
    28. 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. 29. MISTAKE: NOTUSING TOOLSALREADY OUTTHERE#CAPRSA
    30. 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. 31. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB @michaeljbarber @lindawcohen #CAPRSA
    32. 32. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB @michaeljbarber @lindawcohen #CAPRSA
    33. 33. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE APPS @michaeljbarber @lindawcohen #CAPRSA
    34. 34. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE WEB/QR CODES @michaeljbarber @lindawcohen #CAPRSA
    35. 35. CAPRSA: Mobilizing Your AgencyTOOLS: MOBILE AD NETWORKS @michaeljbarber @lindawcohen #CAPRSA http://www.flickr.com/photos/fidelman/5282509966/
    36. 36. CAPRSA: Mobilizing Your AgencyTOOLS: SMS @michaeljbarber @lindawcohen #CAPRSA
    37. 37. CAPRSA: Mobilizing Your AgencyTOOLS: MMS @michaeljbarber @lindawcohen #CAPRSA
    38. 38. MISTAKE:FORGETTING OLDMOBILE TACTICS#CAPRSA
    39. 39. CAPRSA: Mobilizing Your AgencyMISTAKE: FORGETTING TRIED & TRUE TACTICS @michaeljbarber @lindawcohen #CAPRSA
    40. 40. MISTAKE: DOINGMOBILE “JUSTBECAUSE”#CAPRSA
    41. 41. CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE” @michaeljbarber @lindawcohen #CAPRSA
    42. 42. CAPRSA: Mobilizing Your AgencyMISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE” @michaeljbarber @lindawcohen #CAPRSA
    43. 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. 44. MISTAKE: PRICING &SELLING LIKE ANAGENCY#CAPRSA
    45. 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. 46. CAPRSA: Mobilizing Your AgencyPRICING GUIDES Mobile website @michaeljbarber • Minimum: $5,000 @lindawcohen #CAPRSA • Average: $12,500 • High-end: $35,000 (HTML5 + responsive)
    47. 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. 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. 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. 50. FUTURE TRENDS#CAPRSA
    51. 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. 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. 53. CAPRSA: Mobilizing Your Agency Q& @michaeljbarber @lindawcohen #CAPRSA
    54. 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

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