social is your mobile strategy - tim hayden (social fresh west 2013)

Upgrading Social for Mobile

August 23, 2013San Diego

@TheTimHayden

60%Americans 12+ on smartphones

SOURCES: Nielsen, Mashable, TechCrunch, comScore, Pew, others.

70%+Social media consumption

on smartphones/tablets(smartphone majority)

Social is Mobile

SOURCES: ere.net, Mashable, TechCrunch, comScore, Pew, others.

70% 80% 30% 30% 35%

35% 45% 100% 100%

Mobile is BUSY

the Desktop Hour

emailwebsocialother

the Mobile Houremailwebsocialtextappcallother

Thinking “Mobile First”• Behavior, before technology• Convenience and brevity• Content–Actionable–Visual–Video, sparingly– Local

Facebook• VISUAL STORYTELLING (and paid)– High quality images…go further• AVOID LARGE FILE SIZE (data concerns and connection

speeds…)

– Right-size your images, rectangles not squares

• VISUAL LISTENING: – Image Recognition– Geo-coded/tagged content

Links and 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 mobile users hate multiple clicks

Facebook – Tab AppsEmulate tab apps in posts using a “click sniffer,” then diverting to a appropriate responsive site (cookies/Facebook connect telling you “who” to make things more relevant and personalinzed).

links

buttonsPhone

Tablet

PC

• Polls• Sweeps• Subs• Coupons• Video• App

Download

“sniff”/detect

Facebook Local Search(formerly “Facebook Nearby”)

Location pages

Local Pages

TwitterPosting/Reposting aligned with audience behavior

Twitt

er fo

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30%

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US

Twitt

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twee

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V co

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Twitter for TVPlan content around television:• Scheduled events and programs• Hashtags related to shows, sports, events…• Scenario-readiness• Actionable content:

– Coupons

• Participant content:– Trivia, polls, scavenger hunts

YouTube• 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 within the

video description…aids in navigation.

YouTubeDrive action (website visits, app downloads, online purchase) through video and the video description:

• Dramatically increase clickthroughs by moving the URLs closer to the beginning of your description.

• Make in-video URLs as LARGE as possible to be seen on handheld mobile devices.

Pinterest for mCommerceInclude specific product and purchase site URLs in images and/or image descriptions, AND ensure those sites are MOBILE-RESPONSIVE.

Location-based listening & action• Twitter – Geo-targeted (promoted) Tweets to let consumers

know about retail offers that vary on a store-by-store or city-by-city basis.

• Facebook Local Search – discoverability based on friends recommendations, ratings, location-tags and likes. Include coupons, deals and share promotions on those pages.

• All social – align escalation and “engagement” protocols, online-to-offline, offline-to-online.

Mobile-only SocialNo-brand Hashtags

#instagood#woah

#photooftheday#instamood #picoftheday

#latergram#nofilter

Offline is the New Online

Remember…• Text Messaging (Rich Media)

• EMAIL (#2 only to text messaging)

• It’s a PHONE!! And, the human voice rocks.

What’s Next (Now)?SOCIAL R.O.I.

• True media attribution/measurement • Facebook Ad Exchange…?• Facebook is testing mobile payments. (in addition

to other 3rd party payment relationships)• Mobile commerce/wallets will link to/reconcile

social media activity.

More “advertising”!

Pre-order

today!

Q&AThank you, Social Fresh West!

Tim Haydentim@timhayden.com

@TheTimHayden512.750.4066