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Presented at the Counselors Academy of PRSA Annual Meeting in Key West Florida

Prsa talk-the-future-is-mobile-5-5-14

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The Future is Mobile:
Optimizing PR Tactics for the Smartphone Era
The Future is Mobile:
Optimizing PR Tactics for the Smartphone Era
The Future is Mobile
 Web search is growing four times faster on mobile devices
than on desktop computers; the majority of web activity is now
occurring on smartphones and tablets, not desktop PCs or
laptops
 Consumers are spending more time on their smartphones,
tablets and wearables, three hours a day versus two hours
and 20 minutes a year ago. The smartphone is the primary
tool for accessing the internet, social media and e-mail
 Engaged mobile consumers spend twice as much as those
who engaged brands only through the internet. Mobile ad
spending is expected to grow 75% this year to $31.5 billion
The Future is Mobile:
Optimizing PR Tactics for the Smartphone Era
 Facebook blew away analyst estimates
largely because 1 billion of its members
are accessing its social network using
handheld devices; 60% of its ad revenue
is mobile-related
 There are 315 million people in the USA
but 322 million mobile devices
 Among smartphone users, 95% use their
device to search for local information
The Future is Mobile:
Optimizing PR Tactics for the Smartphone Era
Learning Objectives
 Working knowledge of mobile
platforms & strategies
 How to diagnose mobile pitfalls
 How to optimize mobile strategies
 How to provide a mobile “audit”
The Future is Mobile:
Optimizing PR Tactics for the Smartphone Era
 Mobile used to present technical
challenges, now it presents
design challenges
 It’s more of a “layout” challenge than a
technical one now
 Portrait versus Landscape, bigger
buttons for “touchscreen”
More About Aesthetics Than Tech
The Future is Mobile:
Optimizing PR Tactics for the Smartphone Era
BeoCare.net - Before

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Prsa talk-the-future-is-mobile-5-5-14

  • 1. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
  • 2. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era The Future is Mobile  Web search is growing four times faster on mobile devices than on desktop computers; the majority of web activity is now occurring on smartphones and tablets, not desktop PCs or laptops  Consumers are spending more time on their smartphones, tablets and wearables, three hours a day versus two hours and 20 minutes a year ago. The smartphone is the primary tool for accessing the internet, social media and e-mail  Engaged mobile consumers spend twice as much as those who engaged brands only through the internet. Mobile ad spending is expected to grow 75% this year to $31.5 billion
  • 3. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era  Facebook blew away analyst estimates largely because 1 billion of its members are accessing its social network using handheld devices; 60% of its ad revenue is mobile-related  There are 315 million people in the USA but 322 million mobile devices  Among smartphone users, 95% use their device to search for local information
  • 4. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Learning Objectives  Working knowledge of mobile platforms & strategies  How to diagnose mobile pitfalls  How to optimize mobile strategies  How to provide a mobile “audit”
  • 5. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era  Mobile used to present technical challenges, now it presents design challenges  It’s more of a “layout” challenge than a technical one now  Portrait versus Landscape, bigger buttons for “touchscreen” More About Aesthetics Than Tech
  • 6. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era BeoCare.net - Before
  • 7. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era BeoCare.net - After
  • 8. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era BeoCare.net – Mobile Close-Up BEFORE AFTER
  • 9. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Mobile Overview Most basic: Text messaging/SMS Optimized for Mobile: Facebook Twitter LinkedIn YouTube Vine Tablet/Mobile: Instagram* Pinterest Tumblr *Growing at a much faster rate than Twitter Geolocator: Foursquare Yelp
  • 10. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Mobile is a Key Strategy  Mobile is both real-time and long-term  Mobile social media needs a clear direction that ties back to your goals  You need to have buy in from the top  There should be an engagement strategy  Educate your employees
  • 11. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era How Mobile Media is Changing the Way We Communicate Online Average blog 2 years ago 1,000 words Twitter 140 Characters Now, a picture is worth 1,000 words
  • 12. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Most Basic Mobile Strategy: Text Messaging  Mobile messages can sustain and maintain positive healthy behaviors, according to studies from Johns Hopkins, Harvard and Columbia Universities, as well as New York City’s Department of Health  Heavy smokers were twice as likely to quit if they received encouraging text messages  Texts improved medication compliance in patients with chronic disease  Among underserved populations, significantly more children received flu shots when parents received text reminders of text messages are read within 3 minutes97%
  • 13. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era The four-step approach to Mobile  People Assess your constituents’ mobile/social activities  Objectives Decide what you want to accomplish  Strategy Plan for how relationships with constituents will change  Tracking How do you monitor and define “success” P O S T
  • 14. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Key roles and Mobile Objectives Traditional Web Research Selling Energizing Support Development Mobile Objectives Listening Compelling & Selling Fundraising Supporting Embracing Entire contents © 2011 Forrester Research, Inc. All rights served.
  • 15. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era HIMSS YouTube - Before
  • 16. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era HIMSS YouTube - After
  • 17. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era HIMSS YouTube – Mobile Close-Up BEFORE AFTER  Logo and descriptive tagline highlighted.  Featured image maintains story.
  • 18. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Budgeting for Mobile Strategy  1/3 Site Design, Development  1/3 Building Engagement, Audience  1/3 Ongoing Maintenance, Support
  • 19. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Social Mixing
  • 20. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Facebook Primetime: Wednesday at 1-4pm
  • 21. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Edgerank  What is Edgerank?  Edgerank is Facebook’s proprietary algorhythm that helps decide which posts you see out of all your friends and all the organizations you follow  Edgerank loves multimedia, photos, videos (Edgerank rewards “stickiness”)
  • 22. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Tips for Better Engagement on Facebook  Facebook is the single most popular social media app on Smartphones  Use the 80/20 rule, only 20% of your posts should talk about your organization  Respond promptly, let your followers know you are listening  Mirror your positive comments (If they say, you’re AMAZING, respond, No, You’re AMAZING!!)
  • 23. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Live Facebook Chat-Vern Yip for Microsoft Windows 8 Engage 30,000+ Microsoft fans live on its Facebook page to introduce new touchscreen features and functionality
  • 24. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Twitter Primetime: Monday thru Thursday 1-4pm (users are more likely to live in major urban areas)
  • 25. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era LinkedIn Primetime: Tuesday thru Thursday 7-9am Largest concentration of people making $75k + on social media
  • 26. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Google+  Primetime: Business mornings Monday-Friday 8:00 a.m.- 2:00pm
  • 27. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Tumblr  Primetime: Sundays and Monday thru Thursday evenings  Estimated 90% of traffic comes from Tablet computer owners
  • 28. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Pinterest  Primetime: Saturday Morning and Weekday Evenings and Nights  Best possible place for a food brand
  • 29. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era Vine https://vine.co/  Free mobile app that allows you to create and share 6 second videos  Acquired by Twitter in October 2012.  Five “Vines” (short videos) are now tweeted every second on Twitter  Primetime is 11 a.m. Saturdays & Sundays, average age is 18-20  Lowest aggregate income demos SOURCE: TAMBA, Jan. 2014 http://www.tamba.co.uk/blog/the-rise-of-vine/
  • 30. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
  • 31. The Future is Mobile: Optimizing PR Tactics for the Smartphone Era For More Information E-Mail: Toll-free: Twitter: YouTube: ben@bengarrettgroup.net 1 (855) BEN-G-GRP @bengarrettvid BenGarrettGroup www.bengarrettgroup.com