The Mobile Moment

@TheTimHaydenOctober 25, 2013Social Brand Forum 2013 – Coralville, Iowa

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

60%Americans 12+ on smartphones

SOURCES: Nielsen, comScore, Pew, others.

>70%mobile phone at arm’s length,

24 hours/daySOURCE: Edison Research

The “Funnel”…

…has collapsed

VoiceSMS

MMS

WWW

Email

Social Media

Apps

Bluetooth

GPS

Wallet

Near-Field

CommsAutoRadio

POS

Transit

Television/Console

Ad Networks

Digital Indoor Media

Digital Outdoor Media

Outdoor

Direct Mail

Print

Your Brand

Mobile is BUSY

the Desktop Hour

emailwebsocialother

the Mobile Houremailwebsocialtextappcallother

Tablets = “Lean Back”

• Primary: Apps• News/Media• Long Form Content

• Shopping: M-Commerce• Games• Utility: Home & Business

Smartphones = “On-the-Go”

• Primary: Texting• Social• Search/Inquiry

• Shopping: Deals/Payments• Games• Utility: Life & Play

Phablets…really?Image: entrepreneur.com

Social is Mobile

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

70% 80% 30% 30% 35%

35% 45% 100% 100%

Mobility is Life

Tweets for MobilePosting/Reposting aligned with audience behavior

Facebook Local Search

Location pages Local Pages

Links to 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 you will lose mobile users over multiple clicks!

Facebook – Tab Apps

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

links

buttonsPhone

Tablet

PC

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

Download

“sniff”/detect

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 at beginning of video description…aids in navigation.

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

Offline is the New Online

Consider airport, transit and other outdoor advertising with mobile calls-to-action

Offline is the New Online• Direct mail• Compelling call-to-action• Personalized URLs• QR Codes

• Physical• Napkins, table tents, door

hangers!• Mobile surveys/polls for

email capture

Mobile Email

Mobile Email• Ensure subject lines are clear calls to action or

clear on value found if the email is opened.• Use preview text that is legible.• Keep the body of the email short, avoiding large

images and multiple paragraphs of text.• Be actionable when issuing coupons and

discounts, ensure that you are providing a one-click path from inbox to browser or app.

• Don’t forget, email can have a long shelf-life!

Mobile Messaging• Text Messaging (SMS)– Reminders for orders, subscriptions…– Customer service, surveys and polls.

• Rich Media Messaging (MMS)– Inbound images (photos) to fulfill orders, consult on

issues.– Outbound to deliver video, coupons and other

content.

Mobile Search• ARE YOU MOBILE

FRIENDLY?

• ARE YOU NEARBY?

• DO YOU HAVE VIDEO?

• ARE YOU POPULAR?

Your Website

Your WebsiteM

obile Adaptive

• You have a “desktop” and a “mobile” website.

Mob

ile Responsive• A website that

conforms to the device on which it is viewed.

Mob

ile Reactive• Responsive, with

content that is personalized and relevant based on location, time, day and user details.

Keep it Simple!

Clickable phone # or thison each page of site/app.

Don’t forget, it’s still a phone!

Mobile Commerce

Mobile Commerce!• 2014 is the year that media and commerce will converge.

• Facebook “payment” API and initial mobile payment partners PayPal, Braintree and Stripe.

• Powa launches in US – both a mobile commerce (anywhere) and mobile POS solution.

• ISIS goes nationwide in January.

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

Q&A

Text “Tim” to 44040

Tim Hayden@TheTimHayden

Thank you,#SocialBrand13!

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March 2014!