Intro to social and mobile
- 1. Think Outside the Banner – What’s New & What’s Next Presented by: Raul Vielma Melissa Patterson Elissa Nauful Director of Digital Solutions Mobile Editor Founder/CEO Ballywho Interactive 561-820-4277 561-820-4012 813-347-4400 rvielma@pbpost.com mpatterson@pbpost.com elissa@ballywhointeractive.com April 15, 2011 RealSolutions.PalmBeachPost.com
- 2. What you can expect to get out of this workshop The rapid adoption of mobile devices Mobile terms you need to know The who and what of mobile usage Mobile influence of consumers What is community in social media Platform review The evolution of social media What gets measured gets done 2
- 3. MOBILE Adoption of mobile devices Mobile Terms you need to know Who and what of mobile usage Mobile influence on consumers 3
- 4. “Why should I care?” • 93% of all Americans owned a cell phone as of June 2010 • More people will use their phones to browse the Web than their computers by 2013 (prediction) • Global smart phone shipments surpassed PCs in Q4 2010 • U.S. mobile ad spending to reach $1.2B this year (prediction) • One-third of all American online consumers (82M people) will own tablets by 2015 (prediction) 4 Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey
- 5. Mobile 101 • Smart phone: An advanced phone with an operating system; runs apps, requires data plan. • Feature phone: A low-end phone for calling, text messaging or basic Web activities • SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.” • 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. • Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is 72411 (PB411).
- 6. More than 1,271,100 mobile phone users in our market. Some of the demographic characteristics of mobile phone users are: Top 5 ways mobile phone users use their phone: 1. Make local and long distance calls (75%) ▀ Adults 18 to 44 (41%) 2. Text (49%) ▀ College educated (57%) 3. E-mail (19%) ▀ Have children (32%) 4. News/Traffic (15%) ▀ Employed (54%) 5. Search (14%) ▀ Household income of $75,000 or more (41%) 6 Currently own a mobile phone: 1,271,100 Source: 2010 Scarborough Report, Release 2
- 7. Fact or Fiction: Smart phone users Fact or Fiction: Only young people use smart phones. Adults 18 to 54 82% Adults 18 to 24 15% Adults 25 to 34 25% Adults 55+ 18% Adults 35 to 44 18% Adults 45 to 54 24% 0% 50% 100% 0% 25% 50% Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up. Married 61% Never married (single) 30% Female, Male, Divorced/Legally 48% 52% separated 6% Widowed 3% 0% 25% 50% 75% 100% 7 Total Palm Beach County Adults: 1,025,700 Source: 2010 ScarboroughReport, Release 2 1 Source: 2010 Scarborough Report, Release
- 8. Fact or Fiction: Smart phone users Fact or Fiction: Smart phone users make money. $75,000 to $99,999 17% $75,000 or more 60% $100,000 to $149,999 23% Less than $75,000 40% $150,000 or more 20% 0% 50% 100% 0% 25% 50% Fact or Fiction: Smart phone users are educated. College educated 67% Sales & Office 22% Children under 18 49% Professional 16% Employed 71% Management 14% Retired 7% Service 13% 0% 25% 50% 75% 100% 0% 25% 50% 8 Total Smart Phone Users: 541,600 Source: 20102010 ScarboroughReport, Release 2 Source: Scarborough Report, Release 2
- 9. Mobile Influenced Sales & Engagements 1 in 3 mobile search queries have local intent Search near My Find local store Location hours Find friends Get driving nearby directions Browse Call a local What’s business Near Me Now Locate a business on maps 9 Source: Kelsey Group as presented by Google, 2011
- 10. Mobile enabled campaign and landing page Mobile campaign will include creative design for: iPhone/Android (320x53) Blackberry (300x50) Other Feature phones (216x36) Landing page features: • Phone number • Web address • Google Map • Email entry 10
- 11. Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location + Friending... 11 Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
- 12. Download Complete: Mobile ▀ 85% of our local market adults use a mobile device ▀ Mobile phones are used not just for making calls ▀ People are looking for local information with their mobile device ▀ Mobile advertising can deliver your message to people on-the-go ▀ Social features have increased mobile usage 12
- 13. SOCIAL Relationships and Intimacy What is community? Newest tools and tips: Platform Review Understanding messaging Collaboration and community Empowerment and internal messaging The evolution of social media What gets measured gets done 13
- 14. What is Web 2.0? ▀ A new set of internet tools that enable shared community experiences, both online and in person ▀ Here, 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. 14
- 15. Why does social matter? ▀ It has never been more important to develop an online presence and integrate that with your marketing tactics ▀ Social is everywhere and it is changing and there is an evolution which is causing a revolution 15
- 16. Mike Aruaz’s Spectrum of Online Friendship 16 Source: Mike Arauz
- 17. The Social Media Effect 17 Source: Social Reflection
- 18. Facebook 18
- 19. Places 19
- 20. Platform: Facebook ▀ Facebook 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 friend ▀ Updated user stats ▀ Places ▀ Page enhancements ▀ Metrics ▀ Search Tips ▀ Custom Tabs 20
- 21. Twitter 21
- 22. Platform: Twitter ▀ 155 Million Tweets are sent out every day that is a 41% increase from LAST MONTH ▀ New Interface ▀ Best Uses of Twitter ▀ Analytics ▀ Which tweets are spreading ▀ Who is most influential ▀ Klout ▀ Omniture ▀ Twitalizer 22
- 23. Platform: YouTube ▀ YouTube exceeds 2 billion views per day ▀ 24 hours of video are uploaded every minute ▀ Average person spends 15 minutes a day on YouTube ▀ 94% of Ad Age’s top 100 advertisers have run campaigns on YouTube and the Google Content Network 23 Source: The Viral Blog
- 24. Platform: Blogs ▀ Best Practices ▀ Blog Plug In Update ▀ Promotion of your blog 24
- 25. Platform: Four Square ▀ What'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 What's in it for Foursquare users? customer-loyalty program, and other companies are Connecting with friends, the fun of earning badges, and various perks from the places where they check in. Foursquare also gives also using it to reward frequent visitors. Foursquare you access to your check-in history, giving you a snapshot of where is rolling out a free analytics program that will give you go, who you meet there, and what you're spending money on. participating businesses detailed information on who is checking-in to their locations, and give them the ability to communicate with the visitors. 25 Source: http://theweek.com/article/index/200751/What_is_Foursquare
- 26. Reputation Management ▀ What do you know? ▀ Keywords Tracking ▀ Real Time tools ▀ Hootsuite ▀ Tweetdeck ▀ Google Alerts ▀ Enterprise tools ▀ SM2 ▀ Radina6 26
- 27. Review ▀ Changes in the social landscape ▀ What is social media half-life ▀ The integration of social into life ▀ How new tools change the direction and our focus 27
- 28. Biggest Issues with Social ▀ Time ▀ Lack of understanding ▀ Not linked to a bigger strategy ▀ Mainstream ▀ Metrics ▀ Tools ▀ Social Half Life ▀ Confusion ▀ Intimidation ▀ Fear ▀ Fragmented 28
- 29. Social Media Scorecard This tool will help you define what social sites are important to consider Platform Target Market Objective Scale 1-5 29
- 30. Why am I doing all of this? Because you want to do one thing….with social 30
- 31. 31
- 32. What is a community? 32
- 33. How is social changing communities? Why does it matter? 33
- 34. Key steps for creating a community ▀ Chose the platform (Facebook, Twitter, etc.) ▀ Define your measurement of success ▀ Determine your communication method, video, audio, text… ▀ Who is your internal champion? ▀ Who is going to deal with: ▀ Moderating ▀ Tone ▀ Content ▀ Collaboration ▀ Cultivation ▀ Growth 34
- 35. Tips for Effective Community Building To build a thriving online community, there must be: 1. A strong, compelling user purpose 2. Communication tools that make it easy to connect and a user interface that supports connection 3. Content/Events to draw users back and give them opportunities to mingle 4. History, or backstory, that creates an affective bond 5. Identity/Status/Reputation - facilitate creating and displaying who a member is 6. Boundaries/Groups - special groups or levels for members of different status 7. Trust - needs to be embedded within the structure of the site and interactions with and between members. 35 Source: Guide to Building an Online Community An inside look at how and why people connect virtually By Shara Karasic, Work.com Community Manager
- 36. How to establish a fan base ▀ Internal marketing ▀ Link Building ▀ Cross Promotion ▀ Twitter Lists ▀ Mentioning other fans/friends 36
- 37. Download Complete: Social Media ▀ Complete marketing and web review Real terms, take a hard look at your marketing and communication ▀ Determine your target demo Who are you talking to? ▀ Be authentic Keep it real ▀ Be consistent Let people know who you are ▀ Share ▀ Be multi dimensional Video/Audio ▀ Be active Don’t create and flake 37
- 38. Questions? To download presentation go to: bit.ly/DDseries3 What’s next from The Palm Beach Post 32