mobile marketing presentation for rise
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WHY MOBILE MARKETINGIS NO LONGER OPTIONAL
Kendra Wright
3/26/2012 © 2012 – Saffire Events
3/26/2012 © 2012 – Saffire Events
KENDRA WRIGHT
• Began building websites in 1995 for Fortune 1000 company
• Started my own company in 1998• Wright Strategies - Custom
development• Saffire Events - Provide software to
fairs, festivals and rodeos
3/26/2012 © 2012 – Saffire Events
WRIGHT STRATEGIES
3/26/2012 © 2012 – Saffire Events
SAFFIRE EVENTS
3/26/2012 © 2012 – Saffire Events
AGENDA
1. Why mobile is a “must have” for any business; opportunities and best strategies
2. The great debate: App vs. mobile site
3. Getting people to engage with you on mobile
4. Tools you can use to enhance your mobile presence (many of them mobile tools!)
3/26/2012 © 2012 – Saffire Events
A LITTLE HISTORY
• Let’s all think about where we were in 1994.
• I was at a high tech company building websites within about 6 months after the Internet became “mainstream.”
3/26/2012 © 2012 – Saffire Events
OUR COMPUTERS
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ANYONE REMEMBER THIS?
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HOW ABOUT THIS?
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HERE’S A GOOD ONE.
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THIS WAS SLOW!
3/26/2012 © 2012 – Saffire Events
SOUND FAMILIAR?
3/26/2012 © 2012 – Saffire Events
COMPUTING SPEEDS
1995 Desktop 2011 Desktop 2011 Mobile0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
56,000
10,000,000
1,000,000
Speed (bps)
Speed
4G
3/26/2012 © 2012 – Saffire Events
NOT JUST FOR CALLS ANYMORE!
3/26/2012 © 2012 – Saffire Events
“ON THE SPOT” CONNECTIONS
Do “it” as soon as you think about “it!”
Source: www.onlinemarketing-trendscom
3/26/2012 © 2012 – Saffire Events
AGENDA
1. Why mobile is a “must have;” Opportunities and best strategies
2. The great debate: App vs. mobile site
3. Getting people to engage with you on mobile
4. Tools you can use to enhance your mobile presence (many of them mobile tools!)
3/26/2012 © 2012 – Saffire Events
CRAZY STATISTIC
Source: Morgan Stanley Research
3/26/2012 © 2012 – Saffire Events
THE IMPORTANCE OF MOBILE
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MOBILE SEARCH UP 400% IN 2011
Your customers are already viewing your site from mobile(ready or not!)
Source: Google/IPSOS Reid 2011
3/26/2012 © 2012 – Saffire Events
SALES ARE GROWING FAST!
3/26/2012 © 2012 – Saffire Events
WHAT ARE THE PRIORITIES?
1. Your site– SEO– Content
management system
– My Account
2. Get them there– Social
networking
3. Mobile–Mobile site– Tablet site– Apps
3/26/2012 © 2012 – Saffire Events
HOW GOOD SHOULD MY SITE BE?
User expectations are set by their aggregated experience
from around the web.
User expectations are set by their aggregated user
experience from around the web.
3/26/2012 © 2012 – Saffire Events
HOW GOOD SHOULD MY SITE BE?
User expectations are set by their aggregated experience
from around the web.
Kendra’s Law: Your customers are going to
a lot of other websites besides yours!
3/26/2012 © 2012 – Saffire Events
WEBSITES ARE STILL IMPORTANT
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EMAIL IS STILL IMPORTANT
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TABLETS ARE ALSO IMPORTANT
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… & GROWING ENORMOUSLY
40% access product reviews from tablets
US TABLET USAGE, 2010-2014
3/26/2012 © 2012 – Saffire Events
TABLETS – NO FLASH
3/26/2012 © 2012 – Saffire Events
MOBILE – NO FLASH & SMALL
3/26/2012 © 2012 – Saffire Events
AGENDA
1. Why mobile is a “must have;” Opportunities and best strategies
2. The great debate: App vs. mobile3. Getting people to engage with you on
mobile4. Tools you can use while you’re mobile
to enhance your mobile presence
3/26/2012 © 2012 – Saffire Events
APP OR MOBILE SITE?
Android48%
Apple iPhone29%
BlackBerry17%
Microsoft5%
Smart Phone Users
Source: Comscore, Nov. 11
3/26/2012 © 2012 – Saffire Events
APP OR MOBILE SITE?
http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html
3/26/2012 © 2012 – Saffire Events
AGENDA
1. Why mobile is a “must have;” Opportunities and best strategies
2. The great debate: App vs. mobile3. Getting people to engage with
you on mobile4. Tools you can use while you’re
mobile to enhance your mobile presence
3/26/2012 © 2012 – Saffire Events
CREATING A MOBILE SITE
• If you love your web “guy” and content management system, use them!
• Try to have a single source of data• Differences are size, speed and
technology• User experience IS your brand• Users are “information snackers,” often
as a secondary activity
3/26/2012 © 2012 – Saffire Events
MOBILE USER EXPERIENCE
• Make it quick! People won’t “figure it out.”– No splash screens– Screens are smaller; our fingers aren’t– Be ruthless about navigation; use progressive
disclosure– Straightforward, not “clever” categories and
links– Ultra-short is the new short for copy
(think Twitter!)
3/26/2012 © 2012 – Saffire Events
GETTING PEOPLE TO ENGAGE
• Just like on the desktop, it’s a web. – Your desktop site, mobile site and blog• People have to remember to come to these
(or see ad)
– Facebook, Twitter, Email, your app• Use short, frequent posts to remind them to
go to your mobile site (and your desktop site)!
3/26/2012 © 2012 – Saffire Events
WHAT THE HECK IS THIS?
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CONNECT PRINT WITH MOBILE
Source: Google/IPSOS Reid 2011
3/26/2012 © 2012 – Saffire Events
HOW TO USE QR CODES• Use for general and
more purposeful engagement– Track performance
with Google Analytics – FREE and EASY to
implement, e.g., http://www.qrstuff.com/
3/26/2012 © 2012 – Saffire Events
AGENDA
1. Why mobile is a “must have;” Opportunities and best strategies
2. The great debate: App vs. mobile3. Getting people to engage with you
on mobile4. Tools you can use while you’re
mobile to enhance your mobile presence
3/26/2012 © 2012 – Saffire Events
MOBILE TOOLS
• Blog - Wordpress• Facebook• Twitter• Flickr• YouTube• Pinterest
3/26/2012 © 2012 – Saffire Events
WORDPRESS UPDATES
• Set it up on your computer• “Skin” it to match your website• Download Wordpress app• Easily share photos and news via
mobile• Can be longer– Link Facebook and Twitter to it
3/26/2012 © 2012 – Saffire Events
WORDPRESS
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3/26/2012 © 2012 – Saffire Events
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FLICKR (PHOTO SHARING)
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YOUTUBE
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LOCATION-BASED MARKETING
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LOCATION-BASED MARKETING
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BE EFFICIENT WITH HOOTSUITE
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STATISTICS FOR CONTEXT
• 800M Facebook users (as of Dec ‘11)– 36M “likes” for Coca-Cola #1 brand
• 100M+ Twitter users– 18M followers of Lady Gaga - #1
• 131M viewed YouTube in Nov ‘11 alone– 48M Volkswagen “The Force” on YouTube– Rebecca Black’s “Friday” - #1
• 62M Google+ (but early adopter advantage)• 15M Foursquare• 11.7M Pinterest (January) - fastest site in history
to break through the 10 million unique visitor mark
3/26/2012 © 2012 – Saffire Events
SPECIFIC IDEAS
• Make people feel like insiders– First to know– Behind the scenes–Make it easy to share– Consider funny– Ask questions that get people to talk
about themselves in relation to your product or service
3/26/2012 © 2012 – Saffire Events
SPECIFIC IDEAS
• Have a contest – Text, tweet or post on FB page =
publicity
• Do giveaways with charitable tie-in• Give people lots of ways to share
photos and video – viral and get more photos!
3/26/2012 © 2012 – Saffire Events
SPECIFIC IDEAS
• Take pictures of people engaged with your business; post them and encourage them to tag themselves
• Have a vote or quiz– Answer on mobile site, text, app, QR code,
etc.
• Judiciously promote people and groups involved in your business for retweet/repost
3/26/2012 © 2012 – Saffire Events
QUESTIONS?
• Slides are available on Slideshare.