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Reaching and Keeping The Mobile Audience #mediaappsummit

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Tim Hayden
Tim Hayden

Opening keynote presentation for the 2012 Media App Summit, a WebMediaBrands/MediaBistro event, held at The New Yorker Hotel on Monday, December 3, 2012.

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Reaching  &    Keeping  the   Mobile  Audience       Tim  Hayden/@TheTimHayden  ●  December  3,  2012  ●  New  York  
Think     Mobile  Behavior   before     Mobile  Technology  
TODAY’S  DIGITAL  ECOSYSTEM   MOBILE  TECHNOLOGY  AND  BEHAVIORS  PART  OF  EVERYTHING   Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks BRAND WEBSITES MULTIBRAND WEBSITES LOCATION BASED social sharing search engines BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS DIGITAL OOH NICHE APPS Owned + Paid + Earned Earned
  MOBILITY    is  Life   Home   Work   Store   Play  
Mobility  is  a     Behavior       (it’s  about  the  individual,  not  the  device)
Tablets  =  “Lean  Back”   •  Primary:  Apps   •  Shopping:  M-­‐Commerce   •  News/Media   •  Games   •  Long  Form  Content   •  U^lity:  Home  &  Business  
Smartphones  =  “On-­‐the-­‐Go”   •  Primary:  Tex^ng   •  Shopping:  Deals/Payments   •  Social   •  Games   •  Search/Inquiry •  U^lity:  Life  &  Play  
“Content  is  infinite,  yet   Time  remains  finite.”       -­‐  Steve  Rubel,  Edelman  Clip  Report  II,  August  2012
the Desktop Hour the Mobile Hour email web email social web text social app other call other
(all)  Media   is  now   interdependent       (and,  that’s  a  good  thing…for  everything)
Offline  is  the  New  Online   Source:  Our  Mobile  Planet:  United  States,  Google/Ipsos  OTX  MediaCT,  US,  May  2012  
Second  Screen/Social  TV  
News  that  finds  us   Web News Culture
News  that  we  find  
NPR: Sideways Traffic http://digitalservices.npr.org/post/why-mobile-web-matters - April 5, 2012
Mobile  Search   as  a  technology…   Google  has,  and  will,  change  the  rules   on  how  your  site  is  indexed:     ARE  YOU  MOBILE  FRIENDLY?     ARE  YOU  NEARBY?     DO  YOU  HAVE  VIDEO?     ARE  YOU  POPULAR?     …as  a  behavior  
Relevance     &   Brevity   Rule  the  Moment  
Adap^ve  &  Reac^ve  Design  
The  Mobile  [web]  Moment   The “Click” - Origination DATA Reports/ Views/Dashboard Search   Social   Responsive/Reactive Content Web   Email   Media / Apps Broadcast   Offline   Analytics Content   CRM Data   POS Search Mgmt Social Content Content Command Center  ASribtuTon    Measurement/Analysis
Social Media ClickStream Integra^on  is  Key   CRM Transactions Email App(s) SMS/MMS
Social Media ClickStream UIDs:     email  address   CRM phone  number   Transactions Email cookie   Facebook  ID   App(s) SMS/MMS
The Investment & Responsibility More  $     ≠     More  Users  
“Go  Mobile,   OR   Go  Out  of  Business”  
Thank  you.  Ques^ons?           Tim  Hayden   ^m.hayden@edelman.com   @TheTimHayden  

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Reaching and Keeping The Mobile Audience #mediaappsummit

  • 1. Reaching  &    Keeping  the   Mobile  Audience       Tim  Hayden/@TheTimHayden  ●  December  3,  2012  ●  New  York  
  • 2. Think     Mobile  Behavior   before     Mobile  Technology  
  • 3. TODAY’S  DIGITAL  ECOSYSTEM   MOBILE  TECHNOLOGY  AND  BEHAVIORS  PART  OF  EVERYTHING   Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks BRAND WEBSITES MULTIBRAND WEBSITES LOCATION BASED social sharing search engines BRANDS MULTIBRAND BLOGGER OUTREACH BLOGS CORPORATE RICH MEDIA WEBSITES PARTNERSHIPS ADS BANNER ADS DIGITAL OOH NICHE APPS Owned + Paid + Earned Earned
  • 4.   MOBILITY    is  Life   Home   Work   Store   Play  
  • 5. Mobility  is  a     Behavior       (it’s  about  the  individual,  not  the  device)
  • 6. Tablets  =  “Lean  Back”   •  Primary:  Apps   •  Shopping:  M-­‐Commerce   •  News/Media   •  Games   •  Long  Form  Content   •  U^lity:  Home  &  Business  
  • 7. Smartphones  =  “On-­‐the-­‐Go”   •  Primary:  Tex^ng   •  Shopping:  Deals/Payments   •  Social   •  Games   •  Search/Inquiry •  U^lity:  Life  &  Play  
  • 8. “Content  is  infinite,  yet   Time  remains  finite.”       -­‐  Steve  Rubel,  Edelman  Clip  Report  II,  August  2012
  • 9. the Desktop Hour the Mobile Hour email web email social web text social app other call other
  • 10. (all)  Media   is  now   interdependent       (and,  that’s  a  good  thing…for  everything)
  • 11. Offline  is  the  New  Online   Source:  Our  Mobile  Planet:  United  States,  Google/Ipsos  OTX  MediaCT,  US,  May  2012  
  • 13. News  that  finds  us   Web News Culture
  • 14. News  that  we  find  
  • 16. Mobile  Search   as  a  technology…   Google  has,  and  will,  change  the  rules   on  how  your  site  is  indexed:     ARE  YOU  MOBILE  FRIENDLY?     ARE  YOU  NEARBY?     DO  YOU  HAVE  VIDEO?     ARE  YOU  POPULAR?     …as  a  behavior  
  • 17. Relevance     &   Brevity   Rule  the  Moment  
  • 18. Adap^ve  &  Reac^ve  Design  
  • 19. The  Mobile  [web]  Moment   The “Click” - Origination DATA Reports/ Views/Dashboard Search   Social   Responsive/Reactive Content Web   Email   Media / Apps Broadcast   Offline   Analytics Content   CRM Data   POS Search Mgmt Social Content Content Command Center  ASribtuTon    Measurement/Analysis
  • 20. Social Media ClickStream Integra^on  is  Key   CRM Transactions Email App(s) SMS/MMS
  • 21. Social Media ClickStream UIDs:     email  address   CRM phone  number   Transactions Email cookie   Facebook  ID   App(s) SMS/MMS
  • 22. The Investment & Responsibility More  $     ≠     More  Users  
  • 23.
  • 24. “Go  Mobile,   OR   Go  Out  of  Business”  
  • 25. Thank  you.  Ques^ons?           Tim  Hayden   ^m.hayden@edelman.com   @TheTimHayden