Mobile marketing presentation for RISE

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?

3/26/2012 © 2012 – Saffire Events

HOW ABOUT THIS?

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HERE’S A GOOD ONE.

3/26/2012 © 2012 – Saffire Events

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

3/26/2012 © 2012 – Saffire Events

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

– Email

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

3/26/2012 © 2012 – Saffire Events

EMAIL IS STILL IMPORTANT

3/26/2012 © 2012 – Saffire Events

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?

3/26/2012 © 2012 – Saffire Events

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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FACEBOOK

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TWITTER

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FLICKR (PHOTO SHARING)

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YOUTUBE

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PINTEREST

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PINTEREST

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LOCATION-BASED MARKETING

3/26/2012 © 2012 – Saffire Events

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.