How to Optimize Your Social Media Content for Mobile

How to Optimize Your Social
Content for Mobile
Blaise Lucey
Senior Content Strategist
#MobileSocial
Courtney Seiter
Content Crafter

Agenda
1 Why It’s Critical to Optimize Social for Mobile
2 How to Optimize for Mobile Social Content
3 Tactics and Strategies to Get Started
4 Some Brands Doing Great Mobile-Optimized Content
+#MobileSocial

In the hype game, social media is winning.
+#MobileSocial

But social = mobile
Source: comScore +#MobileSocial

But social = mobile
Source: Unified +#MobileSocial

And mobile = sharing
Source: Unified +#MobileSocial

And mobile = engagement
+#MobileSocialSource: Forrester

And mobile = the future
+#MobileSocialSource: Piper Jaffrey

SO EVERY SOCIAL STRATEGY
for
IS A MOBILE STRATEGY
#MobileSocial +

Defining Your Audience
+#MobileSocial
To think about mobile strategies, you need to measure how much of your audience is mobile. Google Analytics lets
you do that pretty easily. Here’s the analytics for the Bitly website. We can see that 20% of our traffic is mobile,
which is a perfect tipping point to make sure that everything we create is optimized for mobile… especially given
that so much inbound traffic comes from social media.
Can mobile users use the website? Can they register for a webinar after coming in from a tweet? Can they download
an eBook that gets promoted on Facebook? Always test out what the user experience is like for yourself - it only
takes a few minutes. For this webinar, for example, we wanted to run a Twitter Card promotion. So we tested out
the registration experience on a phone before paying to run the ads.

+#MobileSocial
At Bitly, we also use our Audience Intel product (from Bitly Brand Tools) to see how mobile our audiences are across different
channels. Here, the orange bar represents the percentage of our social media followers that engage with our content on mobile.

+#MobileSocial
You can also analyze the most popular day of week or time of day to post across different channels. Some clients use
this information to time mobile campaigns or pop-up notifications to maximize engagement.

+#MobileSocial
Most social media channels have analytics
platforms that can offer a breakdown of
mobile audiences.
Here, we can see that the majority of Bitly’
s Twitter followers are still accessing our
Twitter account by desktop.but the
difference is only around 20%.

+#MobileSocial
It isn’t easy to measure the mobile /
desktop breakdown of Facebook fans. But
if you create a Custom Audience using
Facebook Audience Insights, you can take
a look at a general breakdown.
Here, we can see audiences similar to Bitly’
s Facebook fans use a combination of
mobile and desktop… but 20% only use
mobile. All the more reason to create
mobile social content.

But before optimizing,
companies have to develop an
app-first infrastructure… fast.
+#MobileSocial

Ad-blocking apps in iOS 9
block all display ads in the mobile web,
so you need to start focusing on in-app experiences.
+#MobileSocial

So what’s the app landscape today?
85%
of time spent on smartphones is spent within
apps...
+#MobileSocial

But only 28% of companies
are using deep linking to personalize
the app experience.
+#MobileSocialSource: URX

Deep Links for Mobile + Social
simplify & personalize the journey from
social to branded apps.
+#MobileSocial

Paid Social Ads need deep links in order to drive
customers to the right place in the app.
Image: Sarlitt.me
+#MobileSocial
Facebook Ad
(fake)
Zappos Home
“Wait… I wanted those
sweet boots.”
Zappos Product
“Oh snap. What a deal.
Add to cart.”
vs.

Deep Links for Loyalty & Referrals can personalize the
experience for users & drive big results.
Image: Sarlitt.me
+#MobileSocial
vs.
Normal Start
Download direct from App Store
Referral Start
Download after clicking on referral link
25% bookings
300% signups

Tactics & Strategies to Get Started
+#MobileSocial

1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
What does mobile-friendly content look like?
+#MobileSocial

...and in your social campaigns?
+#MobileSocial
● Are calls-to-action
visible & usable on
mobile?
● Is the social page
easy to navigate?
● How many steps
does it take to
participate in a
mobile social
campaign?

Test How It Looks...
+#MobileSocial
Responsinator
Browserstack
Screenfly
TOOLS TO USE

… and How It Works.
+#MobileSocial
Google’s Mobile Friendly
Tester
W3C mobileOK Checker
mobiReady
TOOLS TO USE

Analyze Mobile Use Patterns
+#MobileSocialSource: IDG

Understand Mobile Behavior
+#MobileSocialSource: HBR

On Pinterest...
+#MobileSocial

...and Instagram
+#MobileSocialSource: Mavrck

…and Twitter.
+#MobileSocial

Find the Right Time to Post
+#MobileSocial
bit.ly/bufferschedule

Content that gets attention: Images
+#MobileSocial

Content that gets attention: Video
+#MobileSocialSource: eMarketer

4
Great Examples of
Mobile Social Marketing
+#MobileSocial

New York Times: Empathizing with mobile viewers
+#MobileSocial

Buzzfeed: Focusing on mobile-forward platforms
+#MobileSocial

Zappos: Embracing the customer journey
+#MobileSocial

Dominos: Personalizing the experience
+#MobileSocial

Get Started
with
Mobile
Social
Content
Step 1: Commit to a Mobile Mindset
Step 2: Understand Your Audience’s Patterns
Ready to get started?
Step 3: Optimize Your Content and Social Strategy
+#MobileSocial

THANK YOU
#MobileSocial
WANT MORE?
Learn about IOS 9 & how to create deep links with Bitly!
bitly.is/LinkingGuide
bitly.is/iOS9impact
Try Buffer for Business for 2 months free!
buffer.com/mobilesocial

How to Optimize Your Social Media Content for Mobile

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