Spring creekgroup mobile101_sept2010


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This presentation was given to the KREATE group in Bellevue on 9/22/2010.

Opinions associated with this deck are those of the presenter (Ron Schott) and not necessarily Spring Creek Group.

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Spring creekgroup mobile101_sept2010

  1. 1. Mobile 101: Power to the Pocket<br />
  2. 2. The Housekeeping<br />Stop me if this takes more than 3 mins.<br />
  3. 3. About Us<br />About Spring Creek Group<br /> About Spring Creek Group<br />Founded in 2006<br />32 employees located in Pioneer Square, Seattle, WA<br />Leading social media-focused agency in the Pacific Northwest <br />You may have seen or heard us here…<br />
  4. 4. About Us<br />About Spring Creek Group<br />Examples of Programs & Projects<br />Strategic Relationships<br />Technology Partners<br />
  5. 5. Fun Stuff…<br />
  6. 6. Back in the day…<br />
  7. 7. This is now…<br />
  8. 8. <ul><li>The number of smartphone and mobile-web users is growing at a rapid pace – Will overtake PC users by 2014
  9. 9. Users now expect a seamless interaction with a brand, regardless of what device they’re using (or not using).
  10. 10. Computing power in smart devices continues to follow Moore’s Law – smaller size, more power. More power = more info.
  11. 11. As of right now, half the connections to the Internet are happening on phones
  12. 12. Mobile users are not passive. They seek information and expect to find it.</li></ul>Why is Mobile Important?Built-in not Bolted On<br />
  13. 13. <ul><li>Paramount in any sort of marketing, but especially so in the world of mobile.
  14. 14. Users are potential brand advocates and expect to be treated as such.
  15. 15. Know the mobile habits of your targets and start there. Whether it’s online research, ethnographic research or good old fashioned observation.</li></ul>Getting Started: Know Your Targets<br />
  16. 16. <ul><li>Measurement of traditional KPIs is hampered by the fact that mobile data tracking and usage is still in its infancy
  17. 17. Key Metrics to think about:
  18. 18. Impressions
  19. 19. Clicks (taps) and Click-through rate
  20. 20. Visits
  21. 21. Page views and pages per visit
  22. 22. Interactions (videos viewed, images viewed, etc.)
  23. 23. Average time spent per ad
  24. 24. Conversions and downloads
  25. 25. If you’re looking to drive sales in your online store, then connecting your actions in mobile with traffic to your mobile site will help you figure out how many users are accessing that particular aspect of your site
  26. 26. Many brands get caught in the download numbers game, which may not always be the strongest indicator of success</li></ul>Getting Started: Set Your Goals<br />
  27. 27. <ul><li>Mobile marketing, in all its aspects, should be an extension of both the brand
  28. 28. Users are constantly looking for a way to bridge the gap between interacting with your products/services and interacting with your traditional and Web marketing
  29. 29. Where many brands fall short is in trying to create a mobile experience that is completely set apart from their existing campaigns and sustained initiatives
  30. 30. Confused consumers are invariably not making purchasing decisions— at least not the informed decisions you’d hope for
  31. 31. When looking at your site and thinking about a mobile site, ask “can I do this with my finger?”</li></ul>Getting Started: Build Your Strategy<br />FAIL<br />
  32. 32. What: Location-aware applications/Web sites that use GPS location to deliver content and experiences across mobile devices<br />Who: Foursquare, Whrrl, Gowalla, Yelp!, Facebook Places<br />Why: Brands can leverage location to deliver content, deals, and advertising. They can also track behaviors and build brand loyalty through incentivizing activity.<br />How: Claim your brand (and location) through the appropriate sites. Once you’ve started, you can offer deals and interact with brand loyalists. <br />Next: Integration of LBS APIs with digital signage is taking hold. Location-aware coupons and deals will continue to grow.<br />Toolbox: Location-based Services (LBS)<br />
  33. 33. What: SMS-based campaigns where users opt-in to receiving messaging from brands<br />Who: Tatango, TextOmni, EZTexting, TextSMS, BoomText<br />Why: As users opt in to text messaging, brands can deliver content through SMS messages to their mobile devices. These services can pair with GPS-based programs as well.<br />How: Using existing marketing materials, distribute your short code to your patrons. From there, it’s all about content and showing value through your marketing.<br />Next: As the mobile Web continues to expand, the text marketing channel will continue to deliver content when applications and LBS might not be a fit<br />Toolbox: Text Campaigns<br />
  34. 34. What: 2D codes (barcode or other) which act as a digital signature for content<br />Who: Microsoft TAG, QR Codes, <br />Why: 2D codes bring together the physical and the virtual through software on mobile devices<br />How: Users either download an app or use existing software to capture the image. Then, they are usually directed to a mobile site or piece of content specifically assigned to that code<br />Next: 2D codes will continue to be used as a content delivery system, but are already being used for ticketing and retail. Look for more advancements in retail use of 2D codes and augmented reality in order to “try before you buy” soon.<br />Toolbox: 2D Codes<br />
  35. 35. What’s next?<br />
  36. 36. Thanks/Find Me/Strutting Leo<br /><ul><li>http://twitter.com/ronschott
  37. 37. http://facebook.com/ronschott
  38. 38. http://foursquare.com/user/ronschott
  39. 39. http://www.linkedin.com/in/ronlschott
  40. 40. http://jetcitydigital.com</li></ul>Find/Follow/Read About Spring Creek Group<br /><ul><li>http://twitter.com/springcreekgrp
  41. 41. http://facebook.com/springcreekgroup
  42. 42. http://springcreekgroup.com/blog</li></li></ul><li>Appendix/Sources<br />
  43. 43. Slide 6<br />Image: http://upload.wikimedia.org/wikipedia/en/e/e5/Cell_phones.jpg<br />Slide 7<br />Image: http://www.silicon.com/i/s4/illo/photos/2010/january/Apps/smartphones.jpg<br />Slide 8<br />Mobile Device Info: http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/<br />Chart: http://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/<br />Moore’s Law Chart: http://www.intel.com/pressroom/kits/events/moores_law_40th/index.htm<br />iPhone Image: http://thedailymac.com/wp-content/uploads/2007/07/iliphone.png<br />Slide 9<br />Info: Internal SCG POV<br />Target Image: http://blawghouse.com/wp-content/uploads/2009/08/target_audience.jpg<br />Slide 10<br />Goals Image: http://angeronmymind.files.wordpress.com/2008/07/j0423022.jpg<br />Slide 11<br />Underpants Gnomes: http://www.queuefull.net/~bensons/graphics/UnderpantsGnomesPlan.jpg<br />Slide 12<br />Info: Internal SCG POV<br />Slide 13<br />Info: Internal SCG POV <br />Slide 14<br />Info: Internal SCG POV<br />Tag info: http://tag.microsoft.com/consumer/index.aspx<br />Images: my iPhone<br />Slide 15<br />Image: http://anitaburns.files.wordpress.com/2010/06/jetsons.jpg<br />Resources<br />