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Mobile Media Strategy for your PR Objectives by Brian DeLong

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Developing a Mobile Media Strategy for your PR Objectives by Brian DeLong of Ideavise at the 2011 PRSA Western District Conference in Las Vegas.

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Mobile Media Strategy for your PR Objectives by Brian DeLong

  1. 1. developing a mobile media strategy for your PR objectives <ul><li>brian delong </li></ul>
  2. 2. PR objectives <ul><li>analyzing trends and correctly predicting their consequences (art and science) </li></ul><ul><li>implementing planned programs of action, which will serve both the organization and the public interest </li></ul><ul><li>effectively counseling organizational leaders </li></ul><ul><li>conference presentations </li></ul><ul><li>employee communications </li></ul><ul><li>social media engagement </li></ul><ul><li>crisis communications </li></ul>
  3. 3. analyzing trends, predicting consequences <ul><li>mobile data and devices </li></ul>
  4. 4. mobile data
  5. 5. mobile data <ul><li>Last years mobile data traffic was three times the size of the entire global Internet in 2000. </li></ul><ul><li>World mobile data grew by a factor of 2.6 in 2010 from 2009. </li></ul><ul><li>(3rd year in a row) </li></ul><ul><li>Mobile video traffic will exceed 50 percent for the first time in 2011 </li></ul>
  6. 6. device diversity
  7. 7. smartphones <ul><ul><li>Average smartphone usage doubled: 79 MB per month, up from 35 MB per month in 2009. </li></ul></ul><ul><ul><li>In 2010 almost a third of smartphone traffic was offloaded onto fixed networks via dual-mode or Femtocells. </li></ul></ul>
  8. 8. smartphones <ul><li>AT&T Q1 2011 stats </li></ul><ul><ul><li>5.5 million smartphone sales </li></ul></ul><ul><ul><li>largest first quarter ever </li></ul></ul><ul><ul><li>40% blackberry, android, windows 7 </li></ul></ul><ul><ul><li>60% iPhone </li></ul></ul>
  9. 9. tablets <ul><ul><li>In 2010, 3 million tablets were connected to the mobile network, and each tablet generated 5 times more traffic than the average smartphone. </li></ul></ul><ul><ul><li>Mobile connected tablets will generate as much traffic in 2015 as the entire global mobile network in 2010. </li></ul></ul>
  10. 10. tablets
  11. 11. laptops/netbooks <ul><ul><li>There were 94 million laptops on the mobile network in 2010, and each laptop generated 22 times more traffic than the average smartphone. </li></ul></ul>
  12. 12. analyzing trends, predicting consequences <ul><li>smart phone users and activities </li></ul>
  13. 13. who
  14. 14. who
  15. 15. what
  16. 16. where
  17. 17. when
  18. 18. when
  19. 19. why ?
  20. 20. predictions <ul><ul><li>continued growth of the mobile space for next 3-4 years at least :) </li></ul></ul><ul><ul><li>expansion of media formats (video) </li></ul></ul><ul><ul><li>extension of attention windows </li></ul></ul><ul><ul><li>new methods and interfaces of consumption </li></ul></ul><ul><ul><ul><li>tablets and other devices </li></ul></ul></ul>
  21. 21. predictions <ul><ul><li>do vs browse mindset will be the catalyst for the evolution of “app” </li></ul></ul><ul><ul><ul><li>experiences will be packaged as “apps” </li></ul></ul></ul><ul><ul><ul><li>apps = “targeted experience that you “own” “ </li></ul></ul></ul><ul><ul><ul><li>technology and device agnostic </li></ul></ul></ul><ul><ul><ul><li>web apps will grow in popularity/experience </li></ul></ul></ul>
  22. 22. implementing planned programs of action <ul><li>serving the organization </li></ul><ul><li>and public interest </li></ul>
  23. 23. strategy phases
  24. 24. mobile metrics <ul><ul><li>Google Analytics - gives you some general ones now </li></ul></ul><ul><ul><ul><li>Platform, Connection/Provider </li></ul></ul></ul><ul><ul><ul><li>Time of Visits </li></ul></ul></ul><ul><ul><ul><ul><li>Visitors - Visitor Trending - Visits (by hour) </li></ul></ul></ul></ul><ul><ul><li>Percent Mobile - details </li></ul></ul><ul><ul><ul><li>Specific Devices, capabilities, versions </li></ul></ul></ul><ul><ul><ul><li>http://www.percentmobile.com </li></ul></ul></ul><ul><ul><ul><li>free starter edition and paid plans </li></ul></ul></ul>
  25. 25. plans of action <ul><ul><ul><li>More than just a small version of your website and informing the customer </li></ul></ul></ul><ul><ul><ul><li>External Use Case Opportunities </li></ul></ul></ul><ul><ul><ul><li>Internal Use Cases Opportunities </li></ul></ul></ul>
  26. 26. external opportunities <ul><ul><ul><li>Check In Application </li></ul></ul></ul><ul><ul><ul><li>Mobile DRO - Drug Reference Online </li></ul></ul></ul>
  27. 27. internal opportunities <ul><ul><ul><li>Paperless System </li></ul></ul></ul>
  28. 28. building blocks
  29. 29. building blocks
  30. 30. Native Apps <ul><li>Positives </li></ul><ul><ul><li>UX/UI Performance </li></ul></ul><ul><ul><li>Device Capabilities </li></ul></ul><ul><ul><li>Monetization – Miropayments </li></ul></ul><ul><li>Negatives </li></ul><ul><ul><li>Cross Platform </li></ul></ul><ul><ul><li>Loss of Control </li></ul></ul><ul><ul><li>Linkability </li></ul></ul><ul><ul><li>Findability/Discovery </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Resources </li></ul></ul>
  31. 31. Webapps <ul><li>Positives </li></ul><ul><ul><li>Cross Platform </li></ul></ul><ul><ul><li>Ultimate Control </li></ul></ul><ul><ul><li>Linkability </li></ul></ul><ul><ul><li>Findability/Discovery </li></ul></ul><ul><ul><li>Offline Solved </li></ul></ul><ul><ul><li>Home Screen Available </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><li>Negatives </li></ul><ul><ul><li>UX/UI Performance </li></ul></ul><ul><ul><li>Device Capabilities </li></ul></ul><ul><ul><li>Micropayments </li></ul></ul>
  32. 32. native vs webapp <ul><li>Long term the web will win </li></ul><ul><ul><li>Seen it played out in the desktop market </li></ul></ul><ul><li>At present - experience dependent </li></ul><ul><ul><li>Angry Birds - Native </li></ul></ul><ul><ul><li>Most Apps - web app or web browser in a native wrapper </li></ul></ul>
  33. 33. takeaways <ul><ul><li>mobile is PART of an engagement and media strategy with YOUR audience - find out who they are, what they want, and where and when they want it </li></ul></ul>
  34. 34. know your audience
  35. 35. build for them
  36. 36. takeaways <ul><ul><li>mobile is PART of an engagement and media strategy with YOUR audience - find out who they are, what they want, and where and when they want it </li></ul></ul><ul><ul><li>mobile users are different </li></ul></ul><ul><ul><ul><li>devices (screens, interfaces, connectivity) </li></ul></ul></ul><ul><ul><ul><li>usage patterns </li></ul></ul></ul><ul><ul><ul><li>times of engagement </li></ul></ul></ul>

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