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Digital download  part 3
 

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

Digital download  part 3 Digital download part 3 Presentation Transcript

  • 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
  • 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
  • mobile
    Adoption of mobile devices
    Mobile Terms you need to know
    Who and what of mobile usage
    Mobile influence on consumers
    3
    3
  • “Why should I care?”
    • 93% of all Americans owned a cell phone as of June 2010
    • More people will use their phones to browse the Web than their computers by 2013 (prediction)
    • Global smart phone shipments surpassed PCs in Q4 2010
    • U.S. mobile ad spending to reach $1.2B this year (prediction)
    • 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
  • Mobile 101
    • Smart phone: An advanced phone with an operating system; runs apps, requires data plan.
    • Feature phone: A low-end phone for calling, text messaging or basic Web activities
    • SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”
    • 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.
    • 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
  • Which of the following is NOT a smart phone?
    iPhone
    Motorola Droid
    LG enV
    BlackBerry Torch
    # of votes: 0
  • Which of the following is NOT a smart phone?
  • 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%)
    • College educated (57%)
    • Have children (32%)
    • Employed (54%)
    • 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
  • 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
  • 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
  • 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
  • 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:
    • Phone number
    • Web address
    • Google Map
    • Email entry
    13
  • Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location + Friending...
    14
    Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
  • 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
  • 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
  • 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
  • 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
  • Mike Aruaz’s Spectrum of Online Friendship
    19
    Source: Mike Arauz
  • The Social Media Effect
    20
    Source: Social Reflection
  • 21
    Facebook
  • Places
    22
  • 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
  • Twitter
    24
  • 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
  • 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
  • Platform: Blogs
    Best Practices
    Blog Plug In Update
    Promotion of your blog
    27
  • 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
  • Reputation Management
    What do you know?
    Keywords Tracking
    Real Time tools
    Hootsuite
    Tweetdeck
    Google Alerts
    Enterprise tools
    SM2
    Radina6
    29
  • 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
  • Biggest Issues with Social
    Time
    Lack of understanding
    Not linked to a bigger strategy
    Mainstream
    Metrics
    Tools
    • Social Half Life
    • Confusion
    • Intimidation
    • Fear
    • Fragmented
    31
  • Social Media Scorecard
    This tool will help you define what social sites are important to consider
    32
  • Why am I doing all of this?
    Because you want to do one thing….with social
    33
  • 34
  • What is a community?
    35
  • How is social changing communities?Why does it matter?
    36
  • 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
  • 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
  • How to establish a fan base
    Internal marketing
    Link Building
    Cross Promotion
    Twitter Lists
    Mentioning other fans/friends
    39
  • 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
  • Questions?
    To download presentation go to: bit.ly/DDseries3
    32
    What’s next from The Palm Beach Post