Tim Hayden at #SocialBrand13: "The Mobile Moment: Achieving Success in a Wireless World"

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Tim Hayden at #SocialBrand13: "The Mobile Moment: Achieving Success in a Wireless World"

  1. 1. @TheTimHayden October 25, 2013 Social Brand Forum 2013 – Coralville, Iowa
  2. 2. Thinking “Mobile First” • • • • Integration Behavior, before technology Convenience and brevity Content – Actionable – Visual – Video, sparingly – Local
  3. 3. Americans 12+ on smartphones SOURCES: Nielsen, comScore, Pew, others.
  4. 4. mobile phone at arm’s length, 24 hours/day SOURCE: Edison Research
  5. 5. Print Voice SMS Direct Mail MMS WWW Outdoor Digital Outdoor Media Email Digital Indoor Media Social Media Your Brand Ad Networks Apps Television/ Bluetooth Console GPS Transit POS Wallet Radio Auto NearField Comms
  6. 6. Mobile is BUSY the Mobile Hour the Desktop Hour email email web social other web social text app call other
  7. 7. Tablets = “Lean Back” • Primary: Apps • News/Media • Long Form Content • Shopping: M-Commerce • Games • Utility: Home & Business
  8. 8. Smartphones = “On-the-Go” • Primary: Texting • Social • Search/Inquiry • Shopping: Deals/Payments • Games • Utility: Life & Play
  9. 9. Image: entrepreneur.com
  10. 10. Social is Mobile 70% 35% 30% 80% 45% 100% 35% 30% 100% SOURCES: ere.net, Mashable.com, TechCrunch.com, comScore, Pew, others.
  11. 11. Tweets for Mobile Posting/Reposting aligned with audience behavior
  12. 12. Facebook Local Search Location pages Local Pages
  13. 13. Links to 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 you will lose mobile users over multiple clicks!
  14. 14. Facebook – Tab Apps Tablet “sniff”/detect links Phone buttons • • • • • • Polls Sweeps Subs Coupons Video App Download Emulate tab apps in posts using a “click sniffer,” then diverting to an appropriate responsive site (cookies/Facebook connect telling you “who” to make things more relevant and personalized).
  15. 15. YouTube Drive action (website visits, app downloads, online purchase) through video and the video description: • 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 at beginning of video description…aids in navigation.
  16. 16. Offline is the New Online Consider airport, transit and other outdoor advertising with mobile calls-to-action
  17. 17. Offline is the New Online • Direct mail • Compelling call-to-action • Personalized URLs • QR Codes • Physical • Napkins, table tents, door hangers! • Mobile surveys/polls for email capture
  18. 18. Mobile Email
  19. 19. Mobile Email • Ensure subject lines are clear calls to action or clear on value found if the email is opened. • Use preview text that is legible. • Keep the body of the email short, avoiding large images and multiple paragraphs of text. • Be actionable when issuing coupons and discounts, ensure that you are providing a oneclick path from inbox to browser or app. • Don’t forget, email can have a long shelf-life!
  20. 20. Mobile Messaging • Text Messaging (SMS) – Reminders for orders, subscriptions… – Customer service, surveys and polls. • Rich Media Messaging (MMS) – Inbound images (photos) to fulfill orders, consult on issues. – Outbound to deliver video, coupons and other content.
  21. 21. Mobile Search • ARE YOU MOBILE FRIENDLY? • ARE YOU NEARBY? • DO YOU HAVE VIDEO? • ARE YOU POPULAR?
  22. 22. Your Website
  23. 23. • You have a “desktop” and a “mobile” website. Responsive • A website that conforms to the device on which it is viewed. Mobile Adaptive Mobile Mobile Your Website Reactive • Responsive, with content that is personalized and relevant based on location, time, day and user details.
  24. 24. Keep it Simple!
  25. 25. Don’t forget, it’s still a phone! Clickable phone # or this on each page of site/app.
  26. 26. Mobile Commerce
  27. 27. Mobile Commerce! • 2014 is the year that media and commerce will converge. • Facebook “payment” API and initial mobile payment partners PayPal, Braintree and Stripe. • Powa launches in US – both a mobile commerce (anywhere) and mobile POS solution. • ISIS goes nationwide in January.
  28. 28. Thinking “Mobile First” • • • • Integration Behavior, before technology Convenience and brevity Content – Actionable – Visual – Video, sparingly – Local
  29. 29. Q&A Thank you,#SocialBrand13! Text “Tim” to 44040 Tim Hayden @TheTimHayden March 2014! Pre-order today!

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