Social IS Your Mobile Strategy - Tim Hayden (Social Fresh WEST 2013)

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  • 1. Upgrading Social for Mobile August 23, 2013 San Diego @TheTimHayden
  • 2. Americans 12+ on smartphones SOURCES: Nielsen, Mashable, TechCrunch, comScore, Pew, others.
  • 3. 70%+ Social media consumption on smartphones/tablets (smartphone majority)
  • 4. Social is Mobile SOURCES: ere.net, Mashable, TechCrunch, comScore, Pew, others. 70% 80% 30% 30% 35% 35% 45% 100% 100%
  • 5. Mobile is BUSY the Desktop Hour email web social other the Mobile Hour email web social text app call other
  • 6. Thinking “Mobile First” • Behavior, before technology • Convenience and brevity • Content –Actionable –Visual –Video, sparingly –Local
  • 7. Facebook • VISUAL STORYTELLING (and paid) – High quality images…go further • AVOID LARGE FILE SIZE (data concerns and connection speeds…) – Right-size your images, rectangles not squares • VISUAL LISTENING: – Image Recognition – Geo-coded/tagged content
  • 8. Links and Websites/Blogs • Only post links that are mobile-friendly – you may lose half of your social audience over time, if you do not. • Link directly to the action that a social post implies, as mobile users hate multiple clicks
  • 9. Facebook – Tab Apps Emulate tab apps in posts using a “click sniffer,” then diverting to a appropriate responsive site (cookies/Facebook connect telling you “who” to make things more relevant and personalinzed). links buttons Phone Tablet • Polls • Sweeps • Subs • Coupons • Video • App Download “sniff”/detect
  • 10. Facebook Local Search (formerly “Facebook Nearby”) Locationpages LocalPages
  • 11. Twitter Posting/Reposting aligned with audience behavior
  • 12. TwitterforTV30%ofactiveUSTwitteruserstweetaboutTVcontent
  • 13. Twitter for TV Plan content around television: • Scheduled events and programs • Hashtags related to shows, sports, events… • Scenario-readiness • Actionable content: – Coupons • Participant content: – Trivia, polls, scavenger hunts
  • 14. YouTube • In-video text size must be sufficient for smaller screens • Keep it short, to-the-point… • Remove background noises in your audio (mobile viewing/audio is compromised) • Close-ups for clarity • Place URLs to related videos/sites within the video description…aids in navigation.
  • 15. YouTube Drive action (website visits, app downloads, online purchase) through video and the video description: • Dramatically increase clickthroughs by moving the URLs closer to the beginning of your description. • Make in-video URLs as LARGE as possible to be seen on handheld mobile devices.
  • 16. Pinterest for mCommerce Include specific product and purchase site URLs in images and/or image descriptions, AND ensure those sites are MOBILE- RESPONSIVE.
  • 17. Location-based listening & action • Twitter – Geo-targeted (promoted) Tweets to let consumers know about retail offers that vary on a store-by-store or city-by-city basis. • Facebook Local Search – discoverability based on friends recommendations, ratings, location-tags and likes. Include coupons, deals and share promotions on those pages. • All social – align escalation and “engagement” protocols, online-to-offline, offline-to-online.
  • 18. Mobile-only Social No-brand Hashtags #instagood #woah #photooftheday #instamood #picoftheday #latergram #nofilter
  • 19. Offline is the New Online
  • 20. Remember… • Text Messaging (Rich Media) • EMAIL (#2 only to text messaging) • It’s a PHONE!! And, the human voice rocks.
  • 21. What’s Next (Now)? SOCIAL R.O.I. • True media attribution/measurement • Facebook Ad Exchange…? • Facebook is testing mobile payments. (in addition to other 3rd party payment relationships) • Mobile commerce/wallets will link to/reconcile social media activity. More “advertising”!
  • 22. Pre-order today!
  • 23. Q&A Thank you, Social Fresh West! Tim Hayden tim@timhayden.com @TheTimHayden 512.750.4066