Learn the latest research on why digital and mobile content are important ares to consider in your overall marketing plan. Also learn how to generate engaging content and how to generate revenue from digital and mobile content.

1. How to Produce and Profit from Digital Publications and Mobile Applications November 9, 2010 Dave Fellers, CAE - Moderator

2. How to Produce and Profit from Digital Publications and Mobile Applications Presented by: Cam Bishop, CEO, Ascend Integrated Media Rhonda Wickham, Director of Content, Ascend Integrated Media Dave Fellers, CAE, Dave Fellers Consulting, LLC Jackie Beaulieu, Assoc. Director, Healthcare Conventions & Exhibitors Association

6. Let’s start with what is custom content and what can it do for your organization?

7. How your audience gets information about you Besides your community-building and membership efforts, you work to build awareness through advocacy, branded content, and other influencers. Your content, whether print, digital, audio, video, events strengthens that relationship.

8. The Goal of Custom Content The purpose of your association is to build a community of like-minded professionals. Building and disseminating your great content helps drive your awareness, branding and effectiveness.

9. Content during your Event cycle Leverage all media platforms – print, online, social and mobile – during all phases of the event cycle and throughout the year.

11. Examples of custom print media Show Daily Newspapers Promotional Brochures Event Previews and Newsletters Study Guides Directories and Buyers’ Guides

13. eBlast: An email outreach that narrows the elements of coverage to focus on single subject or effort. It provides the reader with a quick overall read and serves to drive traffic to the website/landing page for more information. The frequency of an eBlast can be driven by an event, an information need or other specific purpose. eNewsletter: A longer form of an eBlast covers many subjects. It tends to resemble a print newsletter with specific departments and section. Definitions

14. Examples of custom digital media Landing Pages eBlasts & eNewsletters Online Buyers’ Guides/Product Locators Digital Flipbooks

16. Why digital content should be important to you

17. Since 2006, the time US physicians spend online for professional purposes has nearly doubled. Why digital? Internet/online resources outpace other sources of content with those in the health and medical fields

18. How does digital fit into your current structure?

25. Audience Development & Marketing

28. With proper audience development, the success rate for email marketing increases substantially. Non-Profit/Trade Association (Marketing Sherpa) Avg Open Rate: 17.43% Avg Click Thru Rate: 2.8% Medical/Dental/Healthcare (Marketing Sherpa) Avg Open Rate: 7.11% Avg Click Thur Rate: 2.8% Our Clients (with proper audience development execution) Avg Open Rate: 21.27% Avg Click Thru Rate: 3.78% Audience Development Success Story

29. Measuring your success in digital media

31. Metric Report Example

33. Generating Revenue in Digital

34. Digital Ad Revenue Projections eMarketer estimates that the US online advertising spend will reach $25.1 billion in 2010, representing 10.8% growth over last year. Relatively healthy economic gains along with the ongoing shift of marketing dollars from traditional to digital media have contributed to the double-digit increase.

36. Examples Tower Ad (160 pixels x 600 pixels) in an eBlast or eNewsletter Leaderboard Ad (728 pixels x 90 pixels) on a Landing Page Banner Ad (468 pixels x 60 pixels) on a Landing Page Half Banner Ad (234 pixels x 60 pixels) on a Landing Page (Ad specs according to 2008 Interactive Advertising Bureau)

37. Mobile

38. Why mobile content should be important to you

39. Mobile Marketing 56% of companies plan to increase budgets for mobile marketing in 2010 - B2B ONLINE Feb 12, 2010 40% percentage growth in the use of mobile applications in 2009. - 2009 COMSCORE, MMETRICS 67% percentage of the world’s population that uses mobile phones – a number that is outpacing Internet access. Texting is growing rapidly as the preferred means of communication among professionals. - MOBILE MARKETING WATCH Feb 24, 2010

41. Smartphone buying trends % of US consumers planning to buy a smartphone in the next 90 days has nearly doubled in the last two years.

42. Why is it important to have a cross-platform app?

43. Apple has the largest piece of the global app market with nearly 74% of the apps in existence residing in the Apple Store However Apple is 3 rd globally in total number of phones sold behind Symbian and BlackBerry. Why you shouldn’t ignore the other platforms

44. How does texting measure up?

45. How effective is texting, really?

46. How does mobile fit into your current structure?

48. Mobile Apps

49. App vs. WAP What is an APP? Description - This is an app which is written specifically for the platform (like iPhone, Android or Blackberry). It is installed directly on the phone. Example : Any iPhone app in the Apple App Store. Pros : Apps are like desktop applications in that they are very responsive to user input. They can take advantage of the inherent user interface and all the hardware on the phone, like GPS, accelerometer, camera, advanced graphics cards, bluetooth and others. They can work, if designed, without any connectivity. Cons : Native apps have the longest development time of all apps. They are also the costliest as apps need to be built for cross platform functionality in order for them to work seamlessly with the individual smart phones. They also only work on smartphones so any user without a smartphone cannot utilize a native app. Apps have the highest cost of ownership. When to use : You want to create an app when high-tech performance is critical. When your goals are more design and branding focused and when your situation requires that the app work when no data or cell service is available.

50. App vs. WAP What is a WAP? Description : A Web App is a website that is optimized for the mobile platform. You typically access these apps by opening the web browser on your phone and navigating to the correct url. Pros : WAPs are the fastest to build because the tools for creating web pages are quite mature. You can probably save at least 25% of the total cost of ownership by building a WAP instead of an app. They will also work across many different types of phones including non-smartphones. WAPs are also easier to add functionality features to. Cons : WAPs are not as interactive as apps. WAPs run on web servers, so a web host is required. Also, WAPs require an internet connection, where apps do not. When to use : Use a WAP when you want to target many different types of phones and time/budget are a consideration.

51. Example American Heart Association landing page on a mobile phone web browser

52. American Heart Association WAP Example

56. Technology Architecture Data Integration Layer Digital Mobile Print How does it work? How does content stay current? Event 365 Frame Work Exhibitors Events (Schedules) Notifications Attendees (Friends) Maps My Card / Sync contacts News Search Generated Content Previews, Dailies, Posts,etc. Attendee Data Client Data Sources Exhibitor Data Sessions Data Other Content Access to these data sources can be accomplished via multiple avenues. Key is to have frequent automated updates. Web Service, XML documents or EXCEL files are just a few of the options. CONNECTIVITY

57. Twitter Feed News & Local Weather Splash Page TOC “Tabs” Exhibitor Listing & Product Locator Floorplan Features of an Event Mobile App Event Articles Sharing Capabilities

66. Experience an Event Mobile App Text HCEAAPP to 39044 or go to hcea.mwap.at on your mobile browser to start the download.

67. Ascend developed this app to demonstrate that although HCEA was celebrating its 80th year, it is still on the cutting edge, reaching out to and connecting members and attendees in new and exciting ways - before, during and after their meeting. 2010 HCEA Annual Meeting Mobile App

68. Mobile Texting

71. 2D Barcodes

74. Microsoft’s 2D Barcode Reader

75. National Baseball Hall of Fame Example

76. HCEA 2010 Annual Meeting 2D Barcode Example Kubik was an exhibitor at HCEA 2010. They are a company that designs, fabricates, installs and manages exhibits, events and environments for businesses, institutions and museums all around the world. Kubik placed this 2D barcode on an easel stand within their booth at HCEA to allow attendees to receive a company promotional video sent directly to their phone. The program was so successful they extended their contract for the barcode to an entire year beyond the HCEA event.

77. Audience Development & Marketing

83. Case Study – HCEA Mobile App 2010 HCEA Annual Meeting Audience Development Since 2005, she has served as the Associate Director of the Healthcare Convention & Exhibitors Association (HCEA), the only organization dedicated to improving the effectiveness and quality of all healthcare conventions, medical meetings and healthcare exhibit marketing. As Associate Director, she became responsible for membership and sponsorship development as well as several management duties. Jacqueline has played a key role in identifying, developing and implementing new membership benefits and programs over the last four years, such as the exhibitor training program and member benefits program. Jacqueline Beaulieu

87. Measuring Mobile Success

89. Successful ROI Attendee engagement and app download activity during the HCEA annual meeting was excellent. A 15% download rate is considered ideal at an event. The HCEA mobile app produced an impressive 40.64% download rate. Winner Best Mobile App Platinum Award Electronic/Interactive Media

90. Generating Mobile Revenue

91. Ad Revenue in Mobile The mobile app market for the North American region will reach $2 billion by the end of 2010 and surpass $4 billion by 2014, bringing with it $860 million through in-app advertisement revenue, reports research and analysis firm Park Associates. This year, US mobile ad spending will be up 79% reaching $743 million. That growth will slow somewhat to still-dramatic double-digit rates as spending hits over $1.1 billion in 2011 and more than $2.5 billion by 2014. - eMarketer

92. How effective are mobile ads?

93. How are mobile ads perceived by users? Mobile ads are an accepted part of the mobile content experience for over 63% of those polled.

95. Mobile App Revenue Mobile Ad Mobile Ad Mobile Ad

97. Why you need a mix of media and why you should include all platforms

99. Where do you start?

100. 1. New channel, same content team 2. Pinpoint relevant information for your readers 3. Determine how you want to present your content 4. Deliver in a reader-friendly, device-friendly format 5. “You only have one chance to make a first impression” 6. Make it viable/sell advertising/make money Now that you have a better understanding, where do you start?

101. Addressing your content challenge Producing Engaging Content Ranks #1

102. How do you overcome that hurdle? “ In my opinion, 100% of companies should be outsourcing at least part of their content marketing ....if we really want to position ourselves as the leading experts in our industry, we must outsource portions of our content marketing. Why? Someone out there has better ideas than you do (at least some of the time). Find a content partner to help you develop the best content marketing in the world for your niche. You don’t have time to do everything. Content marketing is a complex beast. Don't be arrogant to think that you can control it. Focus on driving revenue and get some partners in to drive your content marketing goals. Full-time concentration . What I really love about outsourcing to content marketing firms is that they spend 100% of their time telling stories for marketing success. Your full-time job is selling some product or service in your industry, probably not content marketing. Find a content marketing firm with expertise in your industry and content marketing and you've got a winner.” Joe Pulizzi - Junta 42 Blog – posted – August 31, 2010

104. Questions you should ask your content/technology partners

105. By asking your prospective developers the right questions, you ensure that your mobile app will go from good to great in terms of content delivery, brand enhancement and revenue generation. Questions You Should Ask a Mobile App Developer

122. Take this presentation with you

123. Dave Fellers, CAE 847-254-2700 [email_address] Cam Bishop 913-344-1401 [email_address] Rhonda Wickham 913-344-1457 [email_address] Jacqueline Beaulieu 678-303-2959 www.hcea.org Thank You