Welcome	           @_TimBryant	  
Tim	  Bryant	               @_TimBryant	  
Ask	  a	  ques7on	  	  Twi9er:	  @themobileconf	  Twi9er	  Hash	  Tag:	  #themobileconf	  Email:	  andrea.edlin@niddocks.c...
Toby	  Parkins	                @tobyparkins	  
So	  where	  is	  Mobile	  now,	  in	  2011?	  	  Every	  year	  has	  been	  the	  “the	  year	  of	  mobile”	  since	  2...
So	  where	  is	  Mobile	  now,	  in	  2011?	  	  	  	  	  	  	  	  	  	                                              @tob...
So	  where	  is	  Mobile	  now,	  in	  2011?	  	  • The	  whole	  mobile	  industry	  has	  been	  obsessed	  	       • SM...
So	  where	  is	  Mobile	  now,	  in	  2011?	  	  App	  downloads	  per	  month	  • Apple	  IOS	  –	  1Bn	  • Google	  And...
So	  where	  is	  Mobile	  now,	  in	  2011?	  	  Apps:	  4th	  Ranked	  Apps	  developer	  Magma	  Mobile	  	  8/12/2010	...
So	  where	  is	  Mobile	  now,	  in	  2011?	  	  Mobile	  Internet	  Usage:	  • 	  Real	  web	  stats	  indicate	  growth...
What	  do	  we	  do	  about	  it?	  	  Consider	  	  •  device	  capabili?es	  •  user	  experience	  •  content	  strateg...
Device	  Capabili7es	  Screen	  widths	  (pixels)	  –	  2004	  	  95	  96	  101	  120	  128	  176	  	  	                  ...
Device	  Capabili7es	  Screen	  Widths	  (pixels)	  -­‐	  2011	  	  	  64	                116	  	          160    	  	    ...
Device	  Capabili7es	  	  Rota?ng	  Screens	  	  Event	  triggers	  	                              @tobyparkins	  
Device	  Capabili7es	  	  Flash	  vs	  JQuery	  	  iPad,	  iPhone	  and	  iPod	  Touch	  simply	  don’t	  display	  flash	 ...
Device	  Capabili7es	  	  •  Check	  Google	  Analy?cs	  •  Catering	  for	  every	  possible	  device	  varia?on	  will	 ...
Detec7on	  and	  redirec7on	  	  HTTP	  Headers	  provide	  informa7on	  	  Mozilla/5.0	  (iPhone;	  U;	  CPU	  iPhone	  O...
Detec7on	  and	  redirec7on	  	  Provide	  links	  to	  “normal”	  full	  website	  view	  	                              ...
Detec7on	  and	  redirec7on	  eDigital	  study	  2010	  found	  Play.com	  most	  liked,	  ahead	  of	  mobile	  op?mised	...
Content	  Strategy	  Decisions	  and	  dilemmas	  	  •  How	  much	  content	  is	  the	  right	  quan?ty?	  (Quality?)	  ...
Content	  Strategy	  Generalised	  guidance	  	  •      On	  the	  move	  situa?ons	  require	  less	  content	  •      Si...
Naviga7on	  	  •      Simplicity	  is	  essen?al	  –	  less	  content?	  •      Touch	  screen	  buuon	  size	  •      Tab...
Tes7ng	  	  •  Select	  all	  target	  devices	  from	  Analy?cs	  •  Test,	  test	  and	  test	  on	  all	  target	  devi...
Toby	  Parkins	  	  Web:	  	  www.uknetweb.com	  	  Email:	  	  toby@uknetweb.com	  	  Twi9er:	  	  @tobyparkins	  	  Face...
Geoff	  King	               @zenith_mist	  
Engaging	  mobile	  conversa7ons	     Convert	  clickers	  into	  consumers	                                            @z...
‘Some	  brands	  will	  win	  big	  with	  mobile.	    Others	  will	  wonder	  –	  what	  just	    happened?’Mary	  Meeke...
Quick	  Facts	  •    Mobile	  searches	  are	  up	  216%	  YoY	                            •    90%	  of	  UK	  people	   ...
 doubles	  mpayments	  forecast	  to                           $3bn	                               @zenith_mist	  
1. think   BIG start   small                     2.	  Ideas need insightful inv€stm€nt3. fail fast, fix   flourish        ...
A	  customer’s	  life	  with	  mCRM	  -­‐	  automated	  (1/2)	                                                            ...
A	  customer’s	  life	  with	  mCRM	  moving	  to	  RM-­‐led(2/2)	                   Lost my card! I’ll text              ...
NatWest	  	                  Mobile	  •  Profiled	  O2	  customers	  by	     their	  bank	  sort-­‐code	  •  Segmented	  by...
Iden7fy	  your	  revenue	  model	            1	                  2	                    3	                              4	 ...
Some	  good	  examples	  from	                                   the	  industry...	  mountain?	                           ...
AutoTrader	  Mobile	  (seller	  pays)	  	  Ø 	  2.7m+	  car	  searches	  /	  month	  Ø 	  45%	  on	  dealer	  forecourts...
Hearst	  Magazines	  UK	  increases	  brand	  depth	  (Freemium	  –	  Free	  then	  pays)	  Ø 	  Wide	  stakeholder	  con...
Free	  to	  download	  mcommerce	  app	                                                                                   ...
Bezair	  in	  the	  news	  • 	  Q1FY12:	  7.4	  million	  bets	  on	  its	  mobile	  products,	  leading	  to	  £4.2m	  of...
Ted	  Baker	  is	  poised	  to	  double	  its	  digital	  spend	  in	  the	  next	  year	  in	  a	  strategy	         that...
@zenith_mist	  
@zenith_mist	  
Gik	  or	  Buy	  with	  PayPal	  then	  Share	  	  @zenith_mist	  
Brand	  Selec7on	  Stores	  Features	  •     Custom	  selec?on	  of	  apps	  •     Skinned	  to	  brand	  (eg	  	        s...
Making	  it	  stand	  out	  •    Interac7ve	  -­‐	  It’s	  not	  just	  about	  consump?on.	  	       It’s	  also	  about	...
        Geoff	  King	  Web:	  	  www.zenithmist.com	  	  Email:	  gking@zenithmist.com	  	  Twi9er:	  	  @zenith_mist	  	  ...
Andrew	  Walker	               @ramemarke7ng	  
Content	  Marke7ng	  Why	  content	  is	  so	  important	  for	  your	  mobile	  website?	                                ...
The	  primary	  purpose	  of	  a	  website	                                       @ramemarke7ng	  
Is	  to	  hold	  all	  of	  your	  valuable	                                          @ramemarke7ng	  
Why	  is	  content	  so	  important?	                                   @ramemarke7ng	  
Supports	  your	  business	  plan	                                 @ramemarke7ng	  
Matches	  the	  buying	  cycle	                	                                 @ramemarke7ng	  
Op7mised	  for	  search	  and	  share	                                   @ramemarke7ng	  
Is	  where	  your	  audience	  are	                    	                                    @ramemarke7ng	  
Content:	  Targeted	  to	  a	  mobile	  audience	                                            @ramemarke7ng	  
Why	  are	  we	  talking	  mobile?	           Technology	                                  @ramemarke7ng	  
The	  take	  up	  of	  technology	                       1	  billion	  reading	  email	  on	                       mobile	...
Mobile	  plamorms	  are	  the	  future	  @ramemarke7ng	  
It’s	  not	  just	  Smartphones	                                @ramemarke7ng	  
Mobile	  users	  need	  to	  be	  treated	  differently	                                                @ramemarke7ng	  
Less	  is	  definitely	  more	                               @ramemarke7ng	  
Design	  your	  content	  for	  an	  audience	  on	  the	  move	                                            •    Smaller	 ...
Mobile	  needs	  a	  new	  approach	                                  @ramemarke7ng	  
Think	  small	                                   	  •    Less	  is	  more	  •    Kill	  the	  jargon	  •    Take	  short	 ...
Design	  for	  on-­‐the-­‐go	                                    	  •  Create	  content	  for	     mobile	  needs	        ...
Design	  for	  on-­‐the-­‐go	                                    	  •  Images	  and	  large	  files	      –  Try	  to	  lim...
Design	  for	  on-­‐the-­‐go	                              	  •  Encourage	  sharing	                                     ...
Design	  for	  on-­‐the-­‐go	                                	  •  Claim	  your	  business	                               ...
Repurpose	  exis7ng	  content	  	                            	  •  Chop	  up	  ar?cles	  into	     200	  word	  pieces	  •...
Create	  new	  content	  •  SMS	  alerts	  around	     industry	  news	  •  Company	  announcements	     when	  new	  ar?c...
Finger	  versus	  mouse	  •  Design	  for	  finger	     surfing	  •  Buuons	  at	  least	  44	     x	  44	  point	  •  Opt	 ...
Not	  all	  plazorms	  are	  the	  same	  •    Consider	  all	  op?ons	  •    Choose	  one	  size	  fits	  all	  •    Auto	...
Track	  and	  op7mise	  •  Track	  usage	  pauerns	  •  Test,	  Test,	  Test	                                           @r...
Test	  your	  site	  on	  the	  big	  3	                                         @ramemarke7ng	  
Tes?ng	  sites	  hup://mobilemoxie.com/mobile-­‐tools	  hup://validator.w3.org/mobile/	  	  
Mobile	  social	  media	     •  Mobile	  and	  social	  media	        reinforce	  one	  another	        and	  drive	  your...
Bringing	  off-­‐line	  and	  on-­‐line	  together	  
Where	  else	  can	  we	  use	  QR	  codes?	                             QR	  codes	                             •  Connec...
How	  does	  the	  process	  work?	                                  @ramemarke7ng	  
QR	  code:	  examples	                          @ramemarke7ng	  
Augmented	  reality	                       @ramemarke7ng	  
Summary	  •  Create	  a	  mobile	  friendly	     •  Re-­‐purpose	  exis?ng	     websites	                                 ...
Andrew	  Walker	  	  Web:	  	  www.ramemarke?ng.co.uk	  	  Twi9er:	  	  @ramemarke?ng	  	  Email:	  	  andrew@ramemarke?ng...
Rob	  Edlin	                 @robedlin	  
Mobile	  Search	  •         77%	  of	  mobile	  users	  have	  used	  their	  mobiles	  for	  search	  in	  the	  last	  w...
What	  drives	  mobile	  searches?	  •         Word	  of	  mouth	  (61%)	  •         Saw	  something	  in	  a	  shop	  (44...
Google	  on	  handheld	  mobile	                                     @robedlin	  
Google	  “more”	  on	  handheld	  mobile	                                           @robedlin	  
Google	  Places	  on	  handheld	  mobile	                                          @robedlin	  
Google	  Shopping	  on	  Desktop	                                     @robedlin	  
Google	  Shopping	  on	  handheld	  mobile	                                            @robedlin	  
Bing	  on	  handheld	  mobile	                                    @robedlin	  
Bing	  local	  search	  on	  handheld	  mobile	                                                @robedlin	  
Mobile	  website	  structure	  •    Dedicated	  mobile	  websites	  •    Plugins	  for	  exis?ng	  CMS	  and	  ecommerce	 ...
Mobile	  domains,	  sub	  domains	  and	  directories	    website.com/m	    	    m.website.com	    	    www.website.com	  ...
Key	  phrase	  research	  -­‐	  Desktop	                                           @robedlin	  
Key	  phrase	  research	  -­‐	  Mobile	                                           @robedlin	  
SERPS	  (Search	  Engine	  Result	  Pages)	  –	  Desktop/Laptop	                                                          ...
SERPS	  -­‐	  Tablet	                               @robedlin	  
SERPS	  –	  Handheld	  mobile	                                    @robedlin	  
Content	  op7misa7on	  for	  mobile	  websites	    •    Use	  shorter,	  more	  general	  phrases	    •    Include	  loca?...
Monitor	  and	  Modify	                                 @robedlin	  
              Rob	  Edlin	  Web:	  	  niddocks.com	  	  Email:	  rob.edlin@niddocks.com	  	  Twi9er:	  	  @robedlin	  	  	...
Rob	  Edlin	                 @robedlin	  
Paid	  Search	  for	  Mobile	                                        @robedlin	  
Campaign	  Basics	  •  Split	  Campaigns	  •  Bid	  more	  aggressively	  •  Set	  loca?on	  and	  language	  targe?ng	  
Paid	  Search	  for	  Mobile	  -­‐	  Tablets	  Click	  to	  Call	                                 Loca?on	  Extension	    ...
Paid	  Search	  for	  Mobile	  -­‐	  Handhelds	  Click	  to	  Call	                                 Loca?on	  Extension	  ...
Paid	  Search	  for	  Mobile	  Sitelink	  Extension	                                                                    @r...
Device,	  Operator	  &	  Wi-­‐Fi	  Targe7ng	                                              @robedlin	  
Ad	  Extensions	  •  Call	  •  Loca?on	  •  Sitelinks	                                            @robedlin	  
Ad	  Extensions	  -­‐	  Call	                                        @robedlin	  
Ad	  Extensions	  -­‐	  Loca7on	                                       @robedlin	  
Ad	  Extensions	  -­‐	  Sitelinks	                                         @robedlin	  
Geographic	  targe7ng	                               @robedlin	  
Key	  phrase	  research	  •    Choose	  more	  general	  keywords	  •    Choose	  shorter	  phrases	  •    Include	  loca?...
                  Wri7ng	  mobile	  Ads	  •  Include	  a	  relevant	  call	  to	  ac?on	  •  Match	  Ads	  to	  appropriat...
               Rob	  Edlin	  Web:	  	  niddocks.com	  	  Email:	  rob.edlin@niddocks.com	  	  Twi9er:	  	  @robedlin	  	  ...
Aren	  Grimshaw	                @arengrimshaw	  
Social	  Media	  &	  Mobile	  Marke7ng	  Aren	  Grimshaw	  
Hands	  Up,	  if	  you’ve	  ever...	  •  Asked	  a	  friend	  to	  recommend...	  A	  good	  bar,	     restaurant,	  motor...
Social	  Media	  Marke7ng	  “Using	  Social	  Media	  to	  engage	  with	  online	  communi?es	  in	  order	  to	  generat...
One	  World...Online	  &	  Offline	                        •  Mobile	  phones	  will	  overtake	  PCs	  as	  the	           ...
Upda7ng	  Your	  Status	  Facebook	  Applica?on	     Hootsuite	  Applica?on	     LinkedIn	  Applica?on	                   ...
Upda7ng	  Your	  Status	  Loca?on	  data	                                                 @arengrimshaw	  
Upda7ng	  Your	  Status	      Privacy	  Se}ngs	                              @arengrimshaw	  
Upda7ng	  Your	  Status	      Add	  Media	  or	  Links	                                        @arengrimshaw	  
Upda7ng	  Your	  Status	      Include	  friends	  or	  contacts	             Hanging	  out	  with	  @arengrimshaw	        ...
Check-­‐Ins	  See	  who’s	  there	                              @arengrimshaw	  
Check-­‐Ins	    ‘Gamifica?on’	                       @arengrimshaw	  
Access	  Informa7on	                       • Find	  popular	                         venues	                         	    ...
Sharing	  Experiences	  /	  Comments	    ...at	  events	     ...out	  and	  about	     ...on	  loca?on	  or	  passing	    ...
Get	  it	  out	  there...	                                @arengrimshaw	  
Foursquare	  Specials	                         @arengrimshaw	  
Facebook	  Deals	                          @arengrimshaw	  
Network	  &	  Connect	                          @arengrimshaw	  
The	  Stats...	  •  350m+	  ac?ve	  users	  currently	  accessing	     Facebook	  through	  their	  mobile	  devices	  •  ...
So	  what	  about	  your	  business?	  •    Ensure	  everyone	  in	  your	  company	  is	  on	  board	  •    Issue	  a	  c...
So	  what	  about	  your	  business?	  •  Professional	  Businesses	     –  Empower	  your	  teams	  to	  use	  the	  tech...
So	  what	  about	  your	  business?	  •  Loca?on	  Businesses	     –  Get	  yourself	  listed	  or	  claim	  your	  lis?n...
Aren	  Grimshaw	  	  Web:	  	  www.arengrimshaw.co.uk	  	  Email:	  aren@arengrimshaw.co.uk	  	  Twi9er:	  	  @arengrimsha...
Dan	  Parker	               @firetext_uk	  
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         Dan	  Parker	  Web:	  	  www.firetext.co.uk	  	  Email:	  d.parker@firetext.co.uk	  	  Twi9er:	  	  @firetext_uk	  	...
Stafford	  Sumner	                @staffordsumner	  
Email	  on	  the	  move	              Tips	  for	  op7mising	  your	  email	              marke7ng	  for	  mobile	  recipi...
What	  we	  are	  going	  to	  look	  at	  •    Behaviour,	  trends,	  opportuni?es	  and	  threats	  •    Design	  consid...
Introduc7on	  •  A	  brief	  history	  of	  email	  •  Recent	  developments	  •  Engagement	  dependent	  on	  factors	  ...
Consumer	  trends	  •  42%	  of	  mobile	  internet	  ?me	  is	  spent	  reading	     and	  responding	  to	  emails	     ...
Growing	  trends	  -­‐	  marketers	  •  Relevance,	  segmenta?on	  and	  targe?ng	  •  Behaviour	  driven	  emails	  •  Te...
Opportuni7es	  •    Improved	  engagement	  rates	  •    Time	  fused,	  mobile	  specific	  offers	  •    HTML5:	  mul?-­‐m...
Threats	  •  Aliena?ng	  through	  poor	  usability/	  rendering	  •  Devaluing	  brand	  •  Being	  le~	  behind	  in	  t...
Immediate	  Call-­‐To-­‐Ac7on	  •  Limited	  ?me	  offers	  •  Video	  content	  •  Short	  Polls/	  Surveys	              ...
Design	  Considera?ons:	  •  Different	  plazorm	  rendering	  capabili?es	  •  Image	  restric?ons	  (e.g.	  blocking,	  a...
Outlook	                @staffordsumner	  
Naviga?on	                                   text	  too	    Large	                        small	  for	    banner	         ...
No	  re-­‐adjustment	  (scrolling)	                              @staffordsumner	  
Unreadable	  when	  images	  switched	  off	                                 @staffordsumner	  
Content	  crea7on	  for	  mobile	                    op7misa7on	  •    Clear	  call-­‐to-­‐ac?on	  buuons	  &	  text	  •  ...
Monitoring	  and	  analysing	  mobile	           performance	                                   @staffordsumner	  
@staffordsumner	  
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The Mobile Conference
The Mobile Conference
The Mobile Conference
The Mobile Conference
The Mobile Conference
The Mobile Conference
The Mobile Conference
The Mobile Conference
The Mobile Conference
The Mobile Conference
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The Mobile Conference

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Full set of slides from The Mobile Conference 2011 held at the Eden Project in Cornwall on October 12th 2011

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The Mobile Conference

  1. 1. Welcome   @_TimBryant  
  2. 2. Tim  Bryant   @_TimBryant  
  3. 3. Ask  a  ques7on    Twi9er:  @themobileconf  Twi9er  Hash  Tag:  #themobileconf  Email:  andrea.edlin@niddocks.com  SMS:  Text  FIRETEXT  +  ques?on  to  64446  Facebook:  facebook.com/themobileconference.com  Pen  &  Paper:  To  Andrea  Voice:  Please  ask!  
  4. 4. Toby  Parkins   @tobyparkins  
  5. 5. So  where  is  Mobile  now,  in  2011?    Every  year  has  been  the  “the  year  of  mobile”  since  2004                   @tobyparkins  
  6. 6. So  where  is  Mobile  now,  in  2011?                     @tobyparkins  
  7. 7. So  where  is  Mobile  now,  in  2011?    • The  whole  mobile  industry  has  been  obsessed     • SMS   • Ringtones   • MMS   • Push  email   • Apps                 @tobyparkins  
  8. 8. So  where  is  Mobile  now,  in  2011?    App  downloads  per  month  • Apple  IOS  –  1Bn  • Google  Android  –  500M  • Nokia  Ovi  –  180M  • Blackberry  –  90M                     @tobyparkins  
  9. 9. So  where  is  Mobile  now,  in  2011?    Apps:  4th  Ranked  Apps  developer  Magma  Mobile    8/12/2010  to  8/1/2011  –  4,900,000  Android  app  downloads  (800  paid  for  app  downloads)    1  in  4  apps  downloaded  are  never  used  again                 @tobyparkins  
  10. 10. So  where  is  Mobile  now,  in  2011?    Mobile  Internet  Usage:  •   Real  web  stats  indicate  growth,  not  hype  •   Over  85%  of  new  handsets  support  mobile  web  browsing  •   77%  of  world’s  popula?on  have  mobile  phones  •   13.8%  have  mobile  web  access  (46%  in  Europe)  •   45%  of  UK  use  mobiles  for  internet  access  •   2014  more  internet  access  via  mobile  devices  than  desktop.                 @tobyparkins  
  11. 11. What  do  we  do  about  it?    Consider    •  device  capabili?es  •  user  experience  •  content  strategy  •  complete  mobile  strategy     @tobyparkins  
  12. 12. Device  Capabili7es  Screen  widths  (pixels)  –  2004    95  96  101  120  128  176       @tobyparkins  
  13. 13. Device  Capabili7es  Screen  Widths  (pixels)  -­‐  2011      64   116     160     256     640     80     118     162     300     800     95     119     174     320     854     96     120     176     324     1024     98     123     177     345     1280     100     125     178     352     1600     101     128     208     360       102     130     216     384       104     132     220     400       108     136     222     432     110     140     230     450     111     144     232     480     112   150     240     600     @tobyparkins  
  14. 14. Device  Capabili7es    Rota?ng  Screens    Event  triggers     @tobyparkins  
  15. 15. Device  Capabili7es    Flash  vs  JQuery    iPad,  iPhone  and  iPod  Touch  simply  don’t  display  flash  content.  The  solu?on  is  either  JQuery  replacement  or  JQuery  content.  In  the  future,  HTML5  may  be  the  answer    However  you  display  your  content  now,  may  need  to  change.       @tobyparkins  
  16. 16. Device  Capabili7es    •  Check  Google  Analy?cs  •  Catering  for  every  possible  device  varia?on  will  be  too  expensive  to   achieve  •  Use  your  Analy?cs  data  to  establish  which  devices  provide  goals  and   sales    •  Which  devices  provide  general  traffic?   @tobyparkins  
  17. 17. Detec7on  and  redirec7on    HTTP  Headers  provide  informa7on    Mozilla/5.0  (iPhone;  U;  CPU  iPhone  OS  4_2_1  like  Mac  OS  X;  en-­‐us)  AppleWebKit/534.24  (KHTML,  like  Gecko)  Version/5.0.2  Mobile/8C148  Safari/534.24    Detec?on  libraries  like  Tera-­‐WURFL  and  similar  provide  vast  device  informa?on  resources:    e.g.  Screen  resolu?on;  colour  depth;  javascript;  flash  support;  flash-­‐lite;  browser-­‐CSS-­‐bugs;  etc.   @tobyparkins  
  18. 18. Detec7on  and  redirec7on    Provide  links  to  “normal”  full  website  view     @tobyparkins  
  19. 19. Detec7on  and  redirec7on  eDigital  study  2010  found  Play.com  most  liked,  ahead  of  mobile  op?mised  sites  e.g.  M&S.   @tobyparkins  
  20. 20. Content  Strategy  Decisions  and  dilemmas    •  How  much  content  is  the  right  quan?ty?  (Quality?)  •  Mobile  devices  are  used  in  “mobile”  situa?ons  •  Remember  you  are  the  least  objec?ve  observer   (Except  when  you  ask  someone  for  their  opinion)  •  Use  Analy?cs  to  see  what  mobile  users  actually  do.  •  Drop  unvisited  content  to  simplify  naviga?on.  •  Full  or  Par?al  site  content?     @tobyparkins  
  21. 21. Content  Strategy  Generalised  guidance    •  On  the  move  situa?ons  require  less  content  •  Simple  facts  with  click  for  more  info  links  •  Direc?ons  pages  for  physical  businesses  •  Postcodes  for  Satellite  Naviga?on  systems  •  Use  hyperlinked  Telephone  numbers  •  Watch  out  for  +44  (0)  numbers     @tobyparkins  
  22. 22. Naviga7on    •  Simplicity  is  essen?al  –  less  content?  •  Touch  screen  buuon  size  •  Tab  sequences  •  No  hover-­‐over  func?onality  on  touch  devices       @tobyparkins  
  23. 23. Tes7ng    •  Select  all  target  devices  from  Analy?cs  •  Test,  test  and  test  on  all  target  devices  •  Review  your  target  device  list  every  6  months   @tobyparkins  
  24. 24. Toby  Parkins    Web:    www.uknetweb.com    Email:    toby@uknetweb.com    Twi9er:    @tobyparkins    Facebook:    facebook.com/uknetweb    LinkedIn:    www.linkedin.com/in/tobyparkins  
  25. 25. Geoff  King   @zenith_mist  
  26. 26. Engaging  mobile  conversa7ons   Convert  clickers  into  consumers   @zenith_mist  
  27. 27. ‘Some  brands  will  win  big  with  mobile.   Others  will  wonder  –  what  just   happened?’Mary  Meeker   @zenith_mist  
  28. 28. Quick  Facts  •  Mobile  searches  are  up  216%  YoY   •  90%  of  UK  people   Q2  2011  (Wmps.com)   send  text  each  •  Mobile  sales  x2  over  3  years   month  (Ofcom  2010)   (Researchandmarkets.com)   •   Consumers  almost  •  91%  of  UK  consumers  have  used   as  happy  to  receive   their  mobile  for  shopping  (Digby.com)   text  from  brands  as  •  Approx  40%  of  UK  mobile  phones   friends/family   are  smartphones     •  62%  read  messages  •  UK  smartphone  users  are  63%   in  5  mins  from   more  likely  to  engage  with  m-­‐ senders  they  don’t   commerce  (IAB)   know  (DMA,  IAB  2010)    •  More  than  40%  of  UK  merchants   •  67%  of  O2  customers   expect  to  have  a  transac?onal   are  likely  to  engage   with  a  mobile  offer,   mobile  site  or  app  within  the  next   year  (IAB)   O2  Customer  World   2010.   @zenith_mist  
  29. 29.  doubles  mpayments  forecast  to $3bn   @zenith_mist  
  30. 30. 1. think BIG start small 2.  Ideas need insightful inv€stm€nt3. fail fast, fix flourish 4. ...continuously...improv e don’t await P E R F E C T I O N O5. Be pen not... 6.   share @zenith_mist  
  31. 31. A  customer’s  life  with  mCRM  -­‐  automated  (1/2)   Any RBSG card Promote acct benefits Text “CREDIT BAL” Or “DEBIT BAL” to 82NAT O2 Load & Go Text REG to Visa Prepay 82NAT Text “Balance” to Txt 2 shop 10202 MMS 2-4-1 Cinema Tix 1. Card Dispatched 2. Card Activation 3. Credit Card Welcome 4. Credit Card Payment Registration “Your card has been message “Welcome to your new Credit “You can mange your Credit Card by Appointment Reminders dispatched” “Activate your card Card. To make a balance transfer signing up for balance & payment alerts now by texting on your account, reply BAL TRAN using credit care. To register for Credit ACTIVATE and…” to and an advisor will call you back” Card Payment Services go to Retail Diary 82NAT www.rbs.co.uk”Mobile # 07898298293 Natwest: This is to remind u of your appt tmrw @ 2pm with Mortgage Gary. Application Tracking Alerts 1. AIP subj to 2. Survey 3. Loan offer posted 4. Mortgage loan released conditions “Ref: 1234567890 we have “Ref: 1234567890 your “Ref: 1234567890 your mortgage loan “Ref: 1234567890 to instructed our panel to mortgage loan offer has funds have been released to you today. progress your arrange a survey on your been posted today. Congratulations on your new loan. Reply mortgage loan we mortgage property within 5 INSURANCE for a quote” require you to supply days. xxx.” @zenith_mist  
  32. 32. A  customer’s  life  with  mCRM  moving  to  RM-­‐led(2/2)   Lost my card! I’ll text to get some EMERGENCY Your £200 200 emergency cash emergency cash PIN before I catch my code is plane. 2344 1. Customer texts in 2. Receives PIN 3. Customer 4. Customer to 82NAT for £200 enters PIN at withdraws cash “Emergency 200” ATM 2 3 4 5 Claire: Yes Mr Yes please. This Q Can you tell afternoon would Smyth, Time Inc me the Time is at $29. Would be ideal. Msg from RM using share price?1 you like your Contact Manager relationship et: FT twe e manager to in Magaz plan contact you? hers publis store: digital c is Time In n Use SMS abroad. + Use IM in UK ga leadin ide… Avoid data costs 6 ind ustry-w .ly/ Texted to 82NAT it http://b Text Q and v8KNU your Payment message Balance Mr Smyth, would Reply from question to Mobile Instant Messaging sent to the customer message sent to you like me to LiveAdvisor 82NAT and an advisor the customer subscribe you to will help this stock or Text LiveAdvisor / Black Card PA send you our stockbroker application? @zenith_mist  
  33. 33. NatWest     Mobile  •  Profiled  O2  customers  by   their  bank  sort-­‐code  •  Segmented  by  opted-­‐in   iPhone  owners  •  23%  CTR  on  SMS  •  Top  of  financial  app  sec?on   in  4  hours   @zenith_mist  
  34. 34. Iden7fy  your  revenue  model   1   2   3   4   5   Free   Adver7sing   Freemium   Micro   Subscrip7on   Transac7on  Free  to  end-­‐ Free  to  end-­‐ Restrict  free   Charge  the   Charge  the  end-­‐user   user access   end-­‐user  on  a   user  a  standard   pay  as  you  use   fee,  on  a  regular   basis     basis  Leave  the   Generate   Charge  for   Charging  fixed   Launch  as  a  door  open  for   revenue   full  version   increments  for   companion  (free  future   with  ad-­‐ or   discrete  pieces   add-­‐on)  to  a  mone?za?on   supported   enhanced   subscrip?on  opportuni?es   model     features   product     The  Mobile  Conference  2011   @zenith_mist  
  35. 35. Some  good  examples  from   the  industry...  mountain?   @zenith_mist  
  36. 36. AutoTrader  Mobile  (seller  pays)    Ø   2.7m+  car  searches  /  month  Ø   45%  on  dealer  forecourts  Ø   Personalisa7on  the  key  to  success  Ø   Best  Use  of  Mobile,  AOP  2010         @zenith_mist  
  37. 37. Hearst  Magazines  UK  increases  brand  depth  (Freemium  –  Free  then  pays)  Ø   Wide  stakeholder  consulta7on  to  develop  mobile  strategy  for  leading  magazine  publisher  Ø   First  applica7on  for  Men’s  Health  just  launched           @zenith_mist  
  38. 38. Free  to  download  mcommerce  app   600k+     downloads  After 4 weeks... 6 weeks later... 12 weeks later... Over  500,00  Downloads     Reached  #1  Free  Travel  app   -­‐iTunes   Gross  Revenue  over  £1M  across  Plazorms   @zenith_mist  
  39. 39. Bezair  in  the  news  •   Q1FY12:  7.4  million  bets  on  its  mobile  products,  leading  to  £4.2m  of  revenue  •   one  third  of  sports  customers  using  a  mobile  device  to  place  a  bet   @zenith_mist  
  40. 40. Ted  Baker  is  poised  to  double  its  digital  spend  in  the  next  year  in  a  strategy   that  could  see  the   installa7on  of  Wi-­‐Fi   networks  in  its  retail   stores.   @zenith_mist  
  41. 41. @zenith_mist  
  42. 42. @zenith_mist  
  43. 43. Gik  or  Buy  with  PayPal  then  Share    @zenith_mist  
  44. 44. Brand  Selec7on  Stores  Features  •  Custom  selec?on  of  apps  •  Skinned  to  brand  (eg     shoponthebeach)  •  Ads  can  be  posi?oned  to  cross-­‐link/ sell  back  on  retail  site  in  new-­‐pop  up  Benefits   •  Brands  show  apps  that  match  their  values   with  no  need  to  create  many  bespoke   •  Vogue  press  appeal  as  it  shows  modernity   in  social  media  mix     •  Drives  sales  on  original  retail  sites   •  Improves  brand  SEO  ranking   •  Generates  poten?al  rev  share  on  paid-­‐for   apps   •  CRM  improves  significantly   @zenith_mist  
  45. 45. Making  it  stand  out  •  Interac7ve  -­‐  It’s  not  just  about  consump?on.     It’s  also  about  discovery  •  Social  –  It  should  empower  the  user  to  share  •  Connected  –  it  works  everywhere  •  Open  Dialogue  –  open  to  feedback  from  the   users  to  improve,  update  and  personalise  the   offering  •  Prac7cal  &  Safe  –  by  providing  a  POS  that  is   easy  and  secure  to  use  and  visible  opt-­‐in   @zenith_mist  
  46. 46.   Geoff  King  Web:    www.zenithmist.com    Email:  gking@zenithmist.com    Twi9er:    @zenith_mist      LinkedIn:    www.linkedin.com/pub/geoff-­‐king/16/11b/1b8  
  47. 47. Andrew  Walker   @ramemarke7ng  
  48. 48. Content  Marke7ng  Why  content  is  so  important  for  your  mobile  website?   @ramemarke7ng  
  49. 49. The  primary  purpose  of  a  website   @ramemarke7ng  
  50. 50. Is  to  hold  all  of  your  valuable   @ramemarke7ng  
  51. 51. Why  is  content  so  important?   @ramemarke7ng  
  52. 52. Supports  your  business  plan   @ramemarke7ng  
  53. 53. Matches  the  buying  cycle     @ramemarke7ng  
  54. 54. Op7mised  for  search  and  share   @ramemarke7ng  
  55. 55. Is  where  your  audience  are     @ramemarke7ng  
  56. 56. Content:  Targeted  to  a  mobile  audience   @ramemarke7ng  
  57. 57. Why  are  we  talking  mobile?   Technology   @ramemarke7ng  
  58. 58. The  take  up  of  technology   1  billion  reading  email  on   mobile  devices  by  2013   Source:  Radica?  group/2010   In  2010  20%  of  Google   searches  were  on  a  mobile   device   Source:  Google   $5billion  in  iPad  sales  in   first  3  quarters  of  2011   Source:  Apple/2011  So  far  in  UK  -­‐  2011:  •  45%  of  internet  users  used  a  mobile  phone  to  connect  to  the  internet  •  6  million  people  accessed  the  internet  over  their  mobile  phone  for  the  first  ?me   in  the  previous  12  months  •  The  use  of  wireless  hotspots  almost  doubled  in  the  last  12  months  to  4.9  million  users      Source:  ONS   @ramemarke7ng  
  59. 59. Mobile  plamorms  are  the  future  @ramemarke7ng  
  60. 60. It’s  not  just  Smartphones   @ramemarke7ng  
  61. 61. Mobile  users  need  to  be  treated  differently   @ramemarke7ng  
  62. 62. Less  is  definitely  more   @ramemarke7ng  
  63. 63. Design  your  content  for  an  audience  on  the  move   •  Smaller  screens   •  Smaller  keypads   •  No  mouse   •  Bandwidth  issues   •  Different  search   objec?ves  70%  of  mobile  search  is  acted  upon  within  the  hour  Source:  Google  2010     @ramemarke7ng  
  64. 64. Mobile  needs  a  new  approach   @ramemarke7ng  
  65. 65. Think  small    •  Less  is  more  •  Kill  the  jargon  •  Take  short  cuts  •  Be  crea?ve   @ramemarke7ng  
  66. 66. Design  for  on-­‐the-­‐go    •  Create  content  for   mobile  needs   –  Large  fonts  (Apple     recommend  17  to  22   point)   –  Scale  to  fit     –  Shorter  content  bursts   –  Video  and  audio      
  67. 67. Design  for  on-­‐the-­‐go    •  Images  and  large  files   –  Try  to  limit  to  around   20k   –  Affect  download  ?mes   @ramemarke7ng  
  68. 68. Design  for  on-­‐the-­‐go    •  Encourage  sharing   @ramemarke7ng  
  69. 69. Design  for  on-­‐the-­‐go    •  Claim  your  business   @ramemarke7ng  
  70. 70. Repurpose  exis7ng  content      •  Chop  up  ar?cles  into   200  word  pieces  •  Video  Q&A  •  Video  case  studies  •  Video  sales  demos  •  5  minute  audio   podcasts  •  Interview  your  experts   @ramemarke7ng  
  71. 71. Create  new  content  •  SMS  alerts  around   industry  news  •  Company  announcements   when  new  ar?cles   published  (sign  up)  •  Event  centric  content   @ramemarke7ng  
  72. 72. Finger  versus  mouse  •  Design  for  finger   surfing  •  Buuons  at  least  44   x  44  point  •  Opt  for  longer   pages   @ramemarke7ng  
  73. 73. Not  all  plazorms  are  the  same  •  Consider  all  op?ons  •  Choose  one  size  fits  all  •  Auto  detect  •  Be  aware  of  limita?ons  
  74. 74. Track  and  op7mise  •  Track  usage  pauerns  •  Test,  Test,  Test   @ramemarke7ng  
  75. 75. Test  your  site  on  the  big  3   @ramemarke7ng  
  76. 76. Tes?ng  sites  hup://mobilemoxie.com/mobile-­‐tools  hup://validator.w3.org/mobile/    
  77. 77. Mobile  social  media   •  Mobile  and  social  media   reinforce  one  another   and  drive  your  content  @ramemarke7ng  
  78. 78. Bringing  off-­‐line  and  on-­‐line  together  
  79. 79. Where  else  can  we  use  QR  codes?   QR  codes   •  Connect  to  a  URL   •  Offer  a  menu  of  op?ons   •  Ini?ate  an  email   •  Ini?ate  a  call  on  phone   •  Download  a  document   •  View  a  video   •  Receive  a  mul?media   file  via  SMS/MMS   @ramemarke7ng  
  80. 80. How  does  the  process  work?   @ramemarke7ng  
  81. 81. QR  code:  examples   @ramemarke7ng  
  82. 82. Augmented  reality   @ramemarke7ng  
  83. 83. Summary  •  Create  a  mobile  friendly   •  Re-­‐purpose  exis?ng   websites   content  •  Op?mise  your  content   •  Create  new  way  to  •  Think  Video   engage  •  Think  Audio   –  QR  code  campaign   –  Augmented  reality  •  Use  bite  sized  ar?cles   •  Track  results  •  Claim  your  business  on   Loca?on  Based   •  Test   Applica?ons   @ramemarke7ng  
  84. 84. Andrew  Walker    Web:    www.ramemarke?ng.co.uk    Twi9er:    @ramemarke?ng    Email:    andrew@ramemarke?ng.co.uk      LinkedIn:    www.linkedin.com/in/andywalker1          
  85. 85. Rob  Edlin   @robedlin  
  86. 86. Mobile  Search  •  77%  of  mobile  users  have  used  their  mobiles  for  search  in  the  last  week  •  Search  engines  are  the  most  visited  websites  on  mobiles   (greater  even  than  Social  Networking  sites  and  Retail)  •  Most  popular  searches:-­‐   –  News  (57%)   –  Dining  (51%)   –  Naviga?on  (51%)   –  Entertainment  (49%)   –  Shopping  (47%)   –  Sports  (40%)   –  Games  (37%)   –  Food  (36%)   –  Technology  (32%)   –  Travel  (31%)   –  Finance  (26%)  •  Consumers  seek  quick  &  convenient  informa?on  when  searching   (72%  whilst  on-­‐the-­‐go)  •  90%  take  ac?on  as  a  result  of  a  search  •  53%  purchase  as  a  result  of  a  search  (in-­‐store  and  online)        (Source:  The  Mobile  Movement  Study,  Google/Ipsos  OTX  MediaCT,  April  2011)   @robedlin  
  87. 87. What  drives  mobile  searches?  •  Word  of  mouth  (61%)  •  Saw  something  in  a  shop  (44%)  •  Saw  an  Online  Ad  (18%)  •  Tradi?onal  Media  (68%)   (TV,  Radio,  Magazine,  Newspaper,  Billboard,  Mail)  •  Mobile  Ad  (27%)            (Source:  The  Mobile  Movement  Study,  Google/Ipsos  OTX  MediaCT,  April  2011)   @robedlin  
  88. 88. Google  on  handheld  mobile   @robedlin  
  89. 89. Google  “more”  on  handheld  mobile   @robedlin  
  90. 90. Google  Places  on  handheld  mobile   @robedlin  
  91. 91. Google  Shopping  on  Desktop   @robedlin  
  92. 92. Google  Shopping  on  handheld  mobile   @robedlin  
  93. 93. Bing  on  handheld  mobile   @robedlin  
  94. 94. Bing  local  search  on  handheld  mobile   @robedlin  
  95. 95. Mobile  website  structure  •  Dedicated  mobile  websites  •  Plugins  for  exis?ng  CMS  and  ecommerce  sites  •  Off-­‐the  shelf  standalone  solu?ons  •  Apps  •  Geo  META  data  •  Mark-­‐up  Language  •  Hyperlinked  Telephone  numbers  •  Flash  •  XML  Sitemaps  for  mobile  websites  •  Test  pages  with  Googlebot  mobile   @robedlin  
  96. 96. Mobile  domains,  sub  domains  and  directories   website.com/m     m.website.com     www.website.com  (same  URLs)     www.website.mobi   @robedlin  
  97. 97. Key  phrase  research  -­‐  Desktop   @robedlin  
  98. 98. Key  phrase  research  -­‐  Mobile   @robedlin  
  99. 99. SERPS  (Search  Engine  Result  Pages)  –  Desktop/Laptop   @robedlin  
  100. 100. SERPS  -­‐  Tablet   @robedlin  
  101. 101. SERPS  –  Handheld  mobile   @robedlin  
  102. 102. Content  op7misa7on  for  mobile  websites   •  Use  shorter,  more  general  phrases   •  Include  loca?on/geo  META  data   •  Include  address  on  all  important  pages   •  Make  sure  your  Google  Places  lis?ng  is  up  to  date   •  Make  sure  your  Bing  for  Business  lis?ng  is  up  to   date   •  Make  content  lighter   •  Make  images  smaller   •  Make  buuons  bigger   •  Generally  improve  experience  for  the  mobile  user   @robedlin  
  103. 103. Monitor  and  Modify   @robedlin  
  104. 104.   Rob  Edlin  Web:    niddocks.com    Email:  rob.edlin@niddocks.com    Twi9er:    @robedlin      LinkedIn:    www.linkedin.com/in/robedlin      Facebook:  www.facebook.com/robedlin    
  105. 105. Rob  Edlin   @robedlin  
  106. 106. Paid  Search  for  Mobile   @robedlin  
  107. 107. Campaign  Basics  •  Split  Campaigns  •  Bid  more  aggressively  •  Set  loca?on  and  language  targe?ng  
  108. 108. Paid  Search  for  Mobile  -­‐  Tablets  Click  to  Call   Loca?on  Extension   @robedlin  
  109. 109. Paid  Search  for  Mobile  -­‐  Handhelds  Click  to  Call   Loca?on  Extension   @robedlin  
  110. 110. Paid  Search  for  Mobile  Sitelink  Extension   @robedlin  
  111. 111. Device,  Operator  &  Wi-­‐Fi  Targe7ng   @robedlin  
  112. 112. Ad  Extensions  •  Call  •  Loca?on  •  Sitelinks   @robedlin  
  113. 113. Ad  Extensions  -­‐  Call   @robedlin  
  114. 114. Ad  Extensions  -­‐  Loca7on   @robedlin  
  115. 115. Ad  Extensions  -­‐  Sitelinks   @robedlin  
  116. 116. Geographic  targe7ng   @robedlin  
  117. 117. Key  phrase  research  •  Choose  more  general  keywords  •  Choose  shorter  phrases  •  Include  loca?ons  •  Include  incorrect  spellings  •  Use  the  “All  Mobile  Devices”  op?on  in  the   Keyword  Tool   @robedlin  
  118. 118.   Wri7ng  mobile  Ads  •  Include  a  relevant  call  to  ac?on  •  Match  Ads  to  appropriate  key  phrases  •  Send  to  relevant  landing  pages  •  Google  now  rewards  you  for  having  mobile   op?mised  landing  pages  •  Enable  Loca?on  Extensions  for  hyperlocal   distance  informa?on   @robedlin  
  119. 119.   Rob  Edlin  Web:    niddocks.com    Email:  rob.edlin@niddocks.com    Twi9er:    @robedlin      LinkedIn:    www.linkedin.com/in/robedlin      Facebook:  www.facebook.com/rob.edlin    
  120. 120. Aren  Grimshaw   @arengrimshaw  
  121. 121. Social  Media  &  Mobile  Marke7ng  Aren  Grimshaw  
  122. 122. Hands  Up,  if  you’ve  ever...  •  Asked  a  friend  to  recommend...  A  good  bar,   restaurant,  motor  mechanic....?  •  Shared  with  a  friend  a  good  or  bad  experience   with  a  shop,  restaurant,  garage....?  •  Talked  about  your  weekend,  holiday  or  last   business  trip  with  a  friend  or  business   colleague...?   @arengrimshaw  
  123. 123. Social  Media  Marke7ng  “Using  Social  Media  to  engage  with  online  communi?es  in  order  to  generate  exposure,  opportunity  and  sales.”    “Social  Media  tools  allow  the  sharing  of  informa7on  and  crea7on  of  communi7es  through  online  networks  of  people.”   @arengrimshaw  
  124. 124. One  World...Online  &  Offline   •  Mobile  phones  will  overtake  PCs  as  the   most  common  web-­‐access  devices   worldwide  by  2013   •  iPhone  traffic  now  accounts  for  around   4.5%  of  all  UK  website  traffic   •  Facebook  is  the  top  site  visited  by  total   number  of  minutes  spent   •  66%  use  mobile  search  while  watching  TV   &  61%  said  they  use  it  at  work.  @arengrimshaw  
  125. 125. Upda7ng  Your  Status  Facebook  Applica?on   Hootsuite  Applica?on   LinkedIn  Applica?on   @arengrimshaw  
  126. 126. Upda7ng  Your  Status  Loca?on  data   @arengrimshaw  
  127. 127. Upda7ng  Your  Status   Privacy  Se}ngs   @arengrimshaw  
  128. 128. Upda7ng  Your  Status   Add  Media  or  Links   @arengrimshaw  
  129. 129. Upda7ng  Your  Status   Include  friends  or  contacts   Hanging  out  with  @arengrimshaw   @arengrimshaw  
  130. 130. Check-­‐Ins  See  who’s  there   @arengrimshaw  
  131. 131. Check-­‐Ins   ‘Gamifica?on’   @arengrimshaw  
  132. 132. Access  Informa7on   • Find  popular   venues     • Access  Tips  &     To  Do’s     • Leave  Tips  &     To  Do’s   @arengrimshaw  
  133. 133. Sharing  Experiences  /  Comments   ...at  events   ...out  and  about   ...on  loca?on  or  passing   @arengrimshaw  
  134. 134. Get  it  out  there...   @arengrimshaw  
  135. 135. Foursquare  Specials   @arengrimshaw  
  136. 136. Facebook  Deals   @arengrimshaw  
  137. 137. Network  &  Connect   @arengrimshaw  
  138. 138. The  Stats...  •  350m+  ac?ve  users  currently  accessing   Facebook  through  their  mobile  devices  •  55%  of  all  ac?ve  Twiuer  users  are  ac?ve  on   their  mobiles  •  LinkedIn’s  mobile  usage  has  skyrocketed  400%   percent  in  the  past  year  •  381m  check-­‐ins  on  Foursquare  during  2010   (including  1  from  Space)   @arengrimshaw  
  139. 139. So  what  about  your  business?  •  Ensure  everyone  in  your  company  is  on  board  •  Issue  a  clear  Social  Media  Policy  to  staff  •  Invest  in  training  for  your  teams  •  Develop  a  clear  strategy  •  Integrate  your  approach     @arengrimshaw  
  140. 140. So  what  about  your  business?  •  Professional  Businesses   –  Empower  your  teams  to  use  the  technology   –  Arm  them  with  the  right  kit   –  Get  them  networking  (online  &  off)   –  Put  informa?on  at  their  finger?ps   –  Ensure  they  follow  up   @arengrimshaw  
  141. 141. So  what  about  your  business?  •  Loca?on  Businesses   –  Get  yourself  listed  or  claim  your  lis?ng   –  Auract  foozall  with  deals   –  Reward  loyal  customers   –  Take  any  comments  seriously   –  Resist  ‘orders’  or  Spam  posts   @arengrimshaw  
  142. 142. Aren  Grimshaw    Web:    www.arengrimshaw.co.uk    Email:  aren@arengrimshaw.co.uk    Twi9er:    @arengrimshaw      LinkedIn:    uk.linkedin.com/in/areng      Facebook:  facebook.com/aren.grimshaw      
  143. 143. Dan  Parker   @firetext_uk  
  144. 144. @firetext_uk  
  145. 145. @firetext_uk  
  146. 146. @firetext_uk  
  147. 147. @firetext_uk  
  148. 148. @firetext_uk  
  149. 149. @firetext_uk  
  150. 150. @firetext_uk  
  151. 151. @firetext_uk  
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  153. 153. @firetext_uk  
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  155. 155. @firetext_uk  
  156. 156. @firetext_uk  
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  160. 160. @firetext_uk  
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  162. 162. @firetext_uk  
  163. 163. @firetext_uk  
  164. 164. @firetext_uk  
  165. 165. @firetext_uk  
  166. 166. @firetext_uk  
  167. 167. @firetext_uk  
  168. 168. @firetext_uk  
  169. 169. @firetext_uk  
  170. 170. @firetext_uk  
  171. 171. @firetext_uk  
  172. 172. @firetext_uk  
  173. 173. @firetext_uk  
  174. 174. @firetext_uk  
  175. 175. @firetext_uk  
  176. 176. @firetext_uk  
  177. 177. @firetext_uk  
  178. 178. @firetext_uk  
  179. 179. @firetext_uk  
  180. 180. @firetext_uk  
  181. 181. @firetext_uk  
  182. 182. @firetext_uk  
  183. 183. @firetext_uk  
  184. 184. @firetext_uk  
  185. 185. @firetext_uk  
  186. 186. @firetext_uk  
  187. 187. @firetext_uk  
  188. 188. @firetext_uk  
  189. 189. @firetext_uk  
  190. 190. @firetext_uk  
  191. 191. @firetext_uk  
  192. 192. @firetext_uk  
  193. 193. @firetext_uk  
  194. 194. @firetext_uk  
  195. 195. @firetext_uk  
  196. 196. @firetext_uk  
  197. 197. @firetext_uk  
  198. 198.   Dan  Parker  Web:    www.firetext.co.uk    Email:  d.parker@firetext.co.uk    Twi9er:    @firetext_uk      LinkedIn:    www.linkedin.com/pub/dan-­‐parker/18/890/915      Facebook:  facebook.com/firetext.co.uk    
  199. 199. Stafford  Sumner   @staffordsumner  
  200. 200. Email  on  the  move   Tips  for  op7mising  your  email   marke7ng  for  mobile  recipients    @staffordsumner  
  201. 201. What  we  are  going  to  look  at  •  Behaviour,  trends,  opportuni?es  and  threats  •  Design  considera?ons  for  mobile  devices  •  Content  crea?on  for  mobile  op?misa?on  •  Monitoring  and  analysing  mobile  performance   @staffordsumner  
  202. 202. Introduc7on  •  A  brief  history  of  email  •  Recent  developments  •  Engagement  dependent  on  factors  such  as:   –  Recipient  behaviour   –  Email  client  being  used   –  Time  of  send   –  Frequency   @staffordsumner  
  203. 203. Consumer  trends  •  42%  of  mobile  internet  ?me  is  spent  reading   and  responding  to  emails   (smarzocus  2010)  •  9.8  hours  a  week    •  Reading  emails  during  “down?me”  •  Less  reliant  on  ?me  of  send  (b2b  and  b2c)  •  Can  no  longer  assume  your  audience  is   viewing  your  email  on  their  desktop  computer   @staffordsumner  
  204. 204. Growing  trends  -­‐  marketers  •  Relevance,  segmenta?on  and  targe?ng  •  Behaviour  driven  emails  •  Technological  advancements   –  Automated,  triggered  emails   –  Tailored  content  and  display   @staffordsumner  
  205. 205. Opportuni7es  •  Improved  engagement  rates  •  Time  fused,  mobile  specific  offers  •  HTML5:  mul?-­‐media  integra?on  •  Mul?-­‐channel  integra?on  (on  &  off-­‐line)   @staffordsumner  
  206. 206. Threats  •  Aliena?ng  through  poor  usability/  rendering  •  Devaluing  brand  •  Being  le~  behind  in  the  market  place   @staffordsumner  
  207. 207. Immediate  Call-­‐To-­‐Ac7on  •  Limited  ?me  offers  •  Video  content  •  Short  Polls/  Surveys   Stressed  ?me-­‐fuse   @staffordsumner  
  208. 208. Design  Considera?ons:  •  Different  plazorm  rendering  capabili?es  •  Image  restric?ons  (e.g.  blocking,  alt  tags)  Ac?ons:  •  Readable  font  sizes,  spacing  and  contrasts  •  Scrolling  ability  •  Ensuring  accessible  ‘call-­‐to-­‐ac?on’  •  Single  column  layout     @staffordsumner  
  209. 209. Outlook   @staffordsumner  
  210. 210. Naviga?on   text  too   Large   small  for   banner   mobile   image  takes   screen   ?me  to  load   Facebook   and  Twiuer   buuons  too  Call-­‐to-­‐ac?on   close  buuons  too   together  to  small  to  read   touch  or  “click”   @staffordsumner  
  211. 211. No  re-­‐adjustment  (scrolling)   @staffordsumner  
  212. 212. Unreadable  when  images  switched  off   @staffordsumner  
  213. 213. Content  crea7on  for  mobile   op7misa7on  •  Clear  call-­‐to-­‐ac?on  buuons  &  text  •  Op?mised  image  and  text  for  mobile  screens  •  Op?mised  landing  pages  •  Simplicity  –  clear,  concise  and  to  the  point!   @staffordsumner  
  214. 214. Monitoring  and  analysing  mobile   performance   @staffordsumner  
  215. 215. @staffordsumner  
  216. 216. Other  considera7ons  •  Who  are  your  customers?  •  Mobile  website/  landing  pages?    •  Joining  up  on  and  offline  ac?ons/  promo?ons   –  QR  codes   –  Mobile  apps   –  SMS  marke?ng   @staffordsumner  
  217. 217. Summary  •  Create  campaigns  that  work  and  perform  for   all  recipients,  regardless  of  email  client    •  Combine  good  design,  relevance  and  technical   structure  for  op?mum  performance  •  Based  on  recent  growth,  mobile  op?misa?on   essen?al  rather  than  ‘nice  to  have’   @staffordsumner  
  218. 218. Stafford  Sumner    Web:    www.jarrang.com    Email:  stafford@jarrang.com    Twi9er:    @staffordsumner      LinkedIn:    www.linkedin.com/pub/stafford-­‐sumner/1/948/48  
  219. 219. Ques7ons  
  220. 220. Thank  You  
  221. 221. Sponsors  &  Supporters  Thank  you  to  •  Ki  Design  •  Partner  to  Succeed  •  Firegrass  Communica?ons  •  Mail-­‐Away    
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