social is your mobile strategy - tim hayden (social fresh west 2013)
TRANSCRIPT
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
r TV
30%
of a
ctive
US
Twitt
er u
sers
twee
t abo
ut T
V co
nten
t
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”!
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