Digital download part 3

1. Presented by:Raul VielmaDirector of Digital Solutions561-820-4277rvielma@pbpost.comThink Outside the Banner – What’s New & What’s NextMelissa PattersonMobile Editor561-820-4012mpatterson@pbpost.comElissa NaufulFounder/CEO Ballywho Interactive813-347-4400elissa@ballywhointeractive.comApril 15, 2011RealSolutions.PalmBeachPost.com

2. What you can expect to get out of this workshopThe rapid adoption of mobile devicesMobile terms you need to knowThe who and what of mobile usageMobile influence of consumersWhat is community in social mediaPlatform reviewThe evolution of social mediaWhat gets measured gets done22

3. mobileAdoption of mobile devicesMobile Terms you need to knowWho and what of mobile usageMobile influence on consumers33

4. “Why should I care?” 93% of all Americans owned a cell phone as of June 2010

5. More people will use their phones to browse the Web than their computers by 2013 (prediction)

6. Global smart phone shipments surpassed PCs in Q4 2010

7. U.S. mobile ad spending to reach $1.2B this year (prediction)

8. One-third of all American online consumers (82M people) will own tablets by 2015 (prediction)4Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey

9. Mobile 101Smart phone: An advanced phone with an operating system; runs apps, requires data plan.

10. Feature phone: A low-end phone for calling, text messaging or basic Web activities

11. SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”

12. Native apps vs. web apps: Native apps are downloaded/stored on the device; web apps live on the Web and are viewed via the Internet.

13. Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is 72411 (PB411).Prepare to react; keep your phone stand-by!The text on this slide will instruct your audience on how to vote. This text will only appear once you start a free or a credit session.Please note that the text and appearance (font, size, colour, etc.) cannot be changed since it’s proven to be the ultimate explanation for a smooth voting process.TXT12Internet12Twitter12Voting is anonymous

14. Which of the following is NOT a smart phone?iPhoneMotorola DroidLG enVBlackBerry Torch# of votes: 0

15. Which of the following is NOT a smart phone?

16. More than 1,271,100 mobile phone users in our market.Some of the demographic characteristics of mobile phone users are:Adults 18 to 44 (41%)

17. College educated (57%)

18. Have children (32%)

19. Employed (54%)

20. Household income of $75,000 or more (41%)Top 5 ways mobile phone users use their phone:Make local and long distance calls (75%)Text (49%) E-mail (19%)News/Traffic (15%) Search (14%)9Currently own a mobile phone: 1,271,100Source: 2010 Scarborough Report, Release 2

21. Fact or Fiction: Smart phone users FICTION!Fact or Fiction: Only young people use smart phones.Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up.FICTION!10Total Palm Beach County Adults: 1,025,700Source: 2010 Scarborough Report, Release 1 Source: 2010 Scarborough Report, Release 2

22. Fact or Fiction: Smart phone users FACT!Fact or Fiction: Smart phone users make money. FACT!Fact or Fiction: Smart phone users are educated. 11Total Smart Phone Users: 541,600Source: 2010 Scarborough Report, Release 2 Source: 2010 Scarborough Report, Release 2

23. 1 in 3 mobile search queries have local intentMobile Influenced Sales & EngagementsFind local store hoursSearch near My LocationGet driving directionsFind friends nearbyBrowse What’s Near Me NowCall a local businessLocate a business on maps12Source: Kelsey Group as presented by Google, 2011

24. Mobile enabled campaign and landing pageMobile campaign will include creative design for:iPhone/Android (320x53)Blackberry (300x50)Other Feature phones (216x36)Landing page features: Phone number

25. Web address

26. Google Map

27. Email entry13

28. Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location + Friending... 14Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11

29. Download Complete: Mobile85% of our local market adults use a mobile deviceMobile phones are used not just for making callsPeople are looking for local information with their mobile deviceMobile advertising can deliver your message to people on-the-goSocial features have increased mobile usage 15

30. socialRelationships and IntimacyWhat is community?Newest tools and tips: Platform ReviewUnderstanding messagingCollaboration and communityEmpowerment and internal messagingThe evolution of social mediaWhat gets measured gets done16

31. What is Web 2.0?A new set of internet tools that enable shared community experiences, both online and in personHere, a community is a group of people (large or small, local or global, public or membership based) who have common interests and connect with one another to learn, play, work, organize and socialize.Social media is a communication tool and form of word of mouth you manage to drive brand awareness, the most critical basic form of advertising.17

32. Why does social matter?It has never been more important to develop an online presence and integrate that with your marketing tacticsSocial is everywhere and it is changing and there is an evolution which is causing a revolution18

33. Mike Aruaz’s Spectrum of Online Friendship19Source: Mike Arauz

34. The Social Media Effect20Source: Social Reflection

35. 21Facebook

36. Places22

37. Platform: FacebookFacebook Demos: 550M people are on FB, 1 in 2 are on every day for an average of 22 minutes and the average Facebooker has 130 friendUpdated user statsPlacesPage enhancementsMetricsSearch TipsCustom Tabs23

38. Twitter24

39. Platform: Twitter155 Million Tweets are sent out every day that is a 41% increase from LAST MONTHNew InterfaceBest Uses of TwitterAnalyticsWhich tweets are spreadingWho is most influentialKloutOmnitureTwitalizer25

40. Platform: YouTubeYouTube exceeds 2 billion views per day24 hours of video are uploaded every minuteAverage person spends 15 minutes a day on YouTube94% of Ad Age’s top 100 advertisers have run campaigns on YouTube and the Google Content Network26Source: The Viral Blog

41. Platform: BlogsBest PracticesBlog Plug In UpdatePromotion of your blog27

42. Platform: Four SquareWhat's Foursquare's main feature?Foursquare allows you to share your location with friends. So, when you walk into a bar or restaurant or mall, you "check-in" (Foursquare's term) on your cellphone or mobile device, and your friends will see where you are on a Foursquare map.You earn points and "badges" for checking-in frequently, or at a certain time. If you raise enough points you become "mayor" of a certain area.What's in it for the businesses?Starbucks is testing Foursquare as part of its customer-loyalty program, and other companies are also using it to reward frequent visitors. Foursquare is rolling out a free analytics program that will give participating businesses detailed information on who is checking-in to their locations, and give them the ability to communicate with the visitors.What's in it for Foursquare users?Connecting with friends, the fun of earning badges, and various perks from the places where they check in. Foursquare also gives you access to your check-in history, giving you a snapshot of where you go, who you meet there, and what you're spending money on.28Source: http://theweek.com/article/index/200751/What_is_Foursquare

43. Reputation ManagementWhat do you know?Keywords TrackingReal Time toolsHootsuiteTweetdeckGoogle AlertsEnterprise toolsSM2Radina629

44. ReviewChanges in the social landscapeWhat is social media half-lifeThe integration of social into lifeHow new tools change the direction and our focus30

45. Biggest Issues with SocialTimeLack of understandingNot linked to a bigger strategyMainstreamMetricsToolsSocial Half Life

46. Confusion

47. Intimidation

48. Fear

49. Fragmented31

50. Social Media ScorecardThis tool will help you define what social sites are important to consider32

51. Why am I doing all of this?Because you want to do one thing….with social33

52. 34

53. What is a community?35

54. How is social changing communities?Why does it matter?36

55. Key steps for creating a communityChose the platform (Facebook, Twitter, etc.)Define your measurement of successDetermine your communication method, video, audio, text…Who is your internal champion?Who is going to deal with:ModeratingToneContentCollaborationCultivationGrowth37

56. Tips for Effective Community BuildingTo build a thriving online community, there must be:1. A strong, compelling user purpose2. Communication tools that make it easy to connect and a user interface that supports connection3. Content/Events to draw users back and give them opportunities to mingle4. History, or backstory, that creates an affective bond5. Identity/Status/Reputation - facilitate creating and displaying who a member is6. Boundaries/Groups - special groups or levels for members of different status7. Trust - needs to be embedded within the structure of the site and interactions with and between members.38Source: Guide to Building an Online CommunityAn inside look at how and why people connect virtually By Shara Karasic, Work.com Community Manager

57. How to establish a fan baseInternal marketingLink BuildingCross PromotionTwitter ListsMentioning other fans/friends39

58. Download Complete: Social MediaComplete marketing and web reviewReal terms, take a hard look at your marketing and communicationDetermine your target demoWho are you talking to?Be authenticKeep it realBe consistentLet people know who you areShareBe multi dimensionalVideo/AudioBe activeDon’t create and flake40

59. Questions?To download presentation go to: bit.ly/DDseries332What’s next from The Palm Beach Post

Digital download part 3

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