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Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
Digital download  part 3
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Digital download part 3

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All about Mobile & Social Media

All about Mobile & Social Media

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  • Build a community of loyal brand advocates
  • Transcript

    • 1. Presented by:
      Raul Vielma
      Director of Digital Solutions
      561-820-4277
      rvielma@pbpost.com
      Think Outside the Banner – What’s New & What’s Next
      Melissa Patterson
      Mobile Editor
      561-820-4012
      mpatterson@pbpost.com
      Elissa Nauful
      Founder/CEO Ballywho Interactive
      813-347-4400
      elissa@ballywhointeractive.com
      April 15, 2011
      RealSolutions.PalmBeachPost.com
    • 2. What you can expect to get out of this workshop
      The rapid adoption of mobile devices
      Mobile terms you need to know
      The who and what of mobile usage
      Mobile influence of consumers
      What is community in social media
      Platform review
      The evolution of social media
      What gets measured gets done
      2
      2
    • 3. mobile
      Adoption of mobile devices
      Mobile Terms you need to know
      Who and what of mobile usage
      Mobile influence on consumers
      3
      3
    • 4. “Why should I care?”
      • 93% of all Americans owned a cell phone as of June 2010
      • 5. More people will use their phones to browse the Web than their computers by 2013 (prediction)
      • 6. Global smart phone shipments surpassed PCs in Q4 2010
      • 7. U.S. mobile ad spending to reach $1.2B this year (prediction)
      • 8. One-third of all American online consumers (82M people) will own tablets by 2015 (prediction)
      4
      Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey
    • 9. Mobile 101
      • Smart phone: An advanced phone with an operating system; runs apps, requires data plan.
      • 10. Feature phone: A low-end phone for calling, text messaging or basic Web activities
      • 11. SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”
      • 12. Native apps vs. web apps: Native apps are downloaded/stored on the device; web apps live on the Web and are viewed via the Internet.
      • 13. Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is 72411 (PB411).
    • Prepare to react; keep your phone stand-by!
      The text on this slide will instruct your audience on how to vote. This text will only appear once you start a free or a credit session.
      Please note that the text and appearance (font, size, colour, etc.) cannot be changed since it’s proven to be the ultimate explanation for a smooth voting process.
      TXT
      1
      2
      Internet
      1
      2
      Twitter
      1
      2
      Voting is anonymous
    • 14. Which of the following is NOT a smart phone?
      iPhone
      Motorola Droid
      LG enV
      BlackBerry Torch
      # of votes: 0
    • 15. Which of the following is NOT a smart phone?
    • 16. More than 1,271,100 mobile phone users in our market.
      Some of the demographic characteristics of mobile phone users are:
      • Adults 18 to 44 (41%)
      • 17. College educated (57%)
      • 18. Have children (32%)
      • 19. Employed (54%)
      • 20. Household income of $75,000 or more (41%)
      Top 5 ways mobile phone users use their phone:
      Make local and long distance calls (75%)
      Text (49%)
      E-mail (19%)
      News/Traffic (15%)
      Search (14%)
      9
      Currently own a mobile phone: 1,271,100
      Source: 2010 Scarborough Report, Release 2
    • 21. Fact or Fiction: Smart phone users
      FICTION!
      Fact or Fiction: Only young people use smart phones.
      Fact or Fiction:
      Smart phone users are just a bunch of single guys looking to hook up.
      FICTION!
      10
      Total Palm Beach County Adults: 1,025,700
      Source: 2010 Scarborough Report, Release 1
      Source: 2010 Scarborough Report, Release 2
    • 22. Fact or Fiction: Smart phone users
      FACT!
      Fact or Fiction: Smart phone users make money.
      FACT!
      Fact or Fiction: Smart phone users are educated.
      11
      Total Smart Phone Users: 541,600
      Source: 2010 Scarborough Report, Release 2
      Source: 2010 Scarborough Report, Release 2
    • 23. 1 in 3 mobile search queries have local intent
      Mobile Influenced Sales & Engagements
      Find local store hours
      Search near My Location
      Get driving directions
      Find friends nearby
      Browse What’s Near Me Now
      Call a local business
      Locate
      a business
      on maps
      12
      Source: Kelsey Group as presented by Google, 2011
    • 24. Mobile enabled campaign and landing page
      Mobile campaign will include creative design for:
      iPhone/Android (320x53)
      Blackberry (300x50)
      Other Feature phones (216x36)
      Landing page features:
      13
    • 28. Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location + Friending...
      14
      Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
    • 29. Download Complete: Mobile
      85% of our local market adults use a mobile device
      Mobile phones are used not just for making calls
      People are looking for local information with their mobile device
      Mobile advertising can deliver your message to people on-the-go
      Social features have increased mobile usage
      15
    • 30. social
      Relationships and Intimacy
      What is community?
      Newest tools and tips: Platform Review
      Understanding messaging
      Collaboration and community
      Empowerment and internal messaging
      The evolution of social media
      What gets measured gets done
      16
    • 31. What is Web 2.0?
      A new set of internet tools that enable shared community experiences, both online and in person
      Here, a community is a group of people (large or small, local or global, public or membership based) who have common interests and connect with one another to learn, play, work, organize and socialize.
      Social media is a communication tool and form of word of mouth you manage to drive brand awareness, the most critical basic form of advertising.
      17
    • 32. Why does social matter?
      It has never been more important to develop an online presence and integrate that with your marketing tactics
      Social is everywhere and it is changing and there is an evolution which is causing a revolution
      18
    • 33. Mike Aruaz’s Spectrum of Online Friendship
      19
      Source: Mike Arauz
    • 34. The Social Media Effect
      20
      Source: Social Reflection
    • 35. 21
      Facebook
    • 36. Places
      22
    • 37. Platform: Facebook
      Facebook Demos: 550M people are on FB, 1 in 2 are on every day for an average of 22 minutes and the average Facebooker has 130 friend
      Updated user stats
      Places
      Page enhancements
      Metrics
      Search Tips
      Custom Tabs
      23
    • 38. Twitter
      24
    • 39. Platform: Twitter
      155 Million Tweets are sent out every day that is a 41% increase from LAST MONTH
      New Interface
      Best Uses of Twitter
      Analytics
      Which tweets are spreading
      Who is most influential
      Klout
      Omniture
      Twitalizer
      25
    • 40. Platform: YouTube
      YouTube exceeds 2 billion views per day
      24 hours of video are uploaded every minute
      Average person spends 15 minutes a day on YouTube
      94% of Ad Age’s top 100 advertisers have run campaigns on YouTube and the Google Content Network
      26
      Source: The Viral Blog
    • 41. Platform: Blogs
      Best Practices
      Blog Plug In Update
      Promotion of your blog
      27
    • 42. Platform: Four Square
      What's Foursquare's main feature?Foursquare allows you to share your location with friends. So, when you walk into a bar or restaurant or mall, you "check-in" (Foursquare's term) on your cellphone or mobile device, and your friends will see where you are on a Foursquare map.
      You earn points and "badges" for checking-in frequently, or at a certain time. If you raise enough points you become "mayor" of a certain area.
      What's in it for the businesses?Starbucks is testing Foursquare as part of its customer-loyalty program, and other companies are also using it to reward frequent visitors. Foursquare is rolling out a free analytics program that will give participating businesses detailed information on who is checking-in to their locations, and give them the ability to communicate with the visitors.
      What's in it for Foursquare users?Connecting with friends, the fun of earning badges, and various perks from the places where they check in. Foursquare also gives you access to your check-in history, giving you a snapshot of where you go, who you meet there, and what you're spending money on.
      28
      Source: http://theweek.com/article/index/200751/What_is_Foursquare
    • 43. Reputation Management
      What do you know?
      Keywords Tracking
      Real Time tools
      Hootsuite
      Tweetdeck
      Google Alerts
      Enterprise tools
      SM2
      Radina6
      29
    • 44. Review
      Changes in the social landscape
      What is social media half-life
      The integration of social into life
      How new tools change the direction and our focus
      30
    • 45. Biggest Issues with Social
      Time
      Lack of understanding
      Not linked to a bigger strategy
      Mainstream
      Metrics
      Tools
      31
    • 50. Social Media Scorecard
      This tool will help you define what social sites are important to consider
      32
    • 51. Why am I doing all of this?
      Because you want to do one thing….with social
      33
    • 52. 34
    • 53. What is a community?
      35
    • 54. How is social changing communities?Why does it matter?
      36
    • 55. Key steps for creating a community
      Chose the platform (Facebook, Twitter, etc.)
      Define your measurement of success
      Determine your communication method, video, audio, text…
      Who is your internal champion?
      Who is going to deal with:
      Moderating
      Tone
      Content
      Collaboration
      Cultivation
      Growth
      37
    • 56. Tips for Effective Community Building
      To build a thriving online community, there must be:1. A strong, compelling user purpose
      2. Communication tools that make it easy to connect and a user interface that supports connection
      3. Content/Events to draw users back and give them opportunities to mingle
      4. History, or backstory, that creates an affective bond
      5. Identity/Status/Reputation - facilitate creating and displaying who a member is
      6. Boundaries/Groups - special groups or levels for members of different status
      7. Trust - needs to be embedded within the structure of the site and interactions with and between members.
      38
      Source: Guide to Building an Online Community
      An inside look at how and why people connect virtually By Shara Karasic, Work.com Community Manager
    • 57. How to establish a fan base
      Internal marketing
      Link Building
      Cross Promotion
      Twitter Lists
      Mentioning other fans/friends
      39
    • 58. Download Complete: Social Media
      Complete marketing and web review
      Real terms, take a hard look at your marketing and communication
      Determine your target demo
      Who are you talking to?
      Be authentic
      Keep it real
      Be consistent
      Let people know who you are
      Share
      Be multi dimensional
      Video/Audio
      Be active
      Don’t create and flake
      40
    • 59. Questions?
      To download presentation go to: bit.ly/DDseries3
      32
      What’s next from The Palm Beach Post

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