Presented by:

Raul Vielma

Director of Digital Solutions

561-820-4277

rvielma@pbpost.com

Think Outside the Banner – What’s New & What’s Next

April 15, 2011

RealSolutions.PalmBeachPost.com

Melissa Patterson

Mobile Editor

561-820-4012

mpatterson@pbpost.com

Elissa Nauful

Founder/CEO Ballywho Interactive

813-347-4400

elissa@ballywhointeractive.com

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

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MOBILE

Adoption of mobile devices

Mobile Terms you need to know

Who and what of mobile usage

Mobile influence on consumers

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“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

Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey

• 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)

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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).

Currently own a mobile phone: 1,271,100

Source: 2010 Scarborough Report, Release 2

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Top 5 ways mobile phone users use their phone:

1. Make local and long distance calls (75%)

2. Text (49%)

3. E-mail (19%)

4. News/Traffic (15%)

5. Search (14%)

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%)

▀ College educated (57%)

▀ Have children (32%)

▀ Employed (54%)

▀ Household income of $75,000 or more (41%)

Fact or Fiction: Only young people use smart phones.

24%

18%

25%

15%

0% 25% 50%

Adults 45 to 54

Adults 35 to 44

Adults 25 to 34

Adults 18 to 24

Fact or Fiction:

Smart phone users are just a bunch of single guys looking to hook up.

3%

6%

30%

61%

0% 25% 50% 75% 100%

Widowed

Divorced/Legallyseparated

Never married (single)

Married

Male, 52%

Female, 48%

Total Palm Beach County Adults: 1,025,700

Source: 2010 Scarborough Report, Release 1

18%

82%

0% 50% 100%

Adults 55+

Adults 18 to 54

Fact or Fiction: Smart phone users

Source: 2010 Scarborough Report, Release 2

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Fact or Fiction: Smart phone users make money.

40%

60%

0% 50% 100%

Less than $75,000

$75,000 or more

7%

71%

49%

67%

0% 25% 50% 75% 100%

Retired

Employed

Children under 18

College educated

Fact or Fiction: Smart phone users are educated.

Total Smart Phone Users: 541,600

Source: 2010 Scarborough Report, Release 2

20%

23%

17%

0% 25% 50%

$150,000 or more

$100,000 to $149,999

$75,000 to $99,999

13%

14%

16%

22%

0% 25% 50%

Service

Management

Professional

Sales & Office

Fact or Fiction: Smart phone users

Source: 2010 Scarborough Report, Release 2

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Mobile Influenced Sales & Engagements

Find local store hours

Get driving directions

Browse What’s

Near Me Now

Locate a business

on maps

Search near My Location

Find friends nearby

1 in 3 mobile search queries have local intent

Call a local business

Source: Kelsey Group as presented by Google, 2011

Mobile enabled campaign and landing page

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Landing page features:

• Phone number

• Web address

• Google Map

• Email entry

Mobile campaign will include creative design for: iPhone/Android (320x53)

Blackberry (300x50)

Other Feature phones (216x36)

Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location

+ Friending...

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Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11

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

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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

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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.

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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

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Mike Aruaz’s Spectrum of Online Friendship

Source: Mike Arauz

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The Social Media Effect

Source: Social Reflection

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Facebook

Places

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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

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Twitter

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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

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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

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Source: The Viral Blog

Platform: Blogs

▀ Best Practices

▀ Blog Plug In Update

▀ Promotion of your blog

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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

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.

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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.

Source: http://theweek.com/article/index/200751/What_is_Foursquare

Reputation Management

▀ What do you know?

▀ Keywords Tracking

▀ Real Time tools

▀ Hootsuite

▀ Tweetdeck

▀ Google Alerts

▀ Enterprise tools

▀ SM2

▀ Radina6

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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

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Biggest Issues with Social

▀ Time

▀ Lack of understanding

▀ Not linked to a bigger strategy

▀ Mainstream

▀ Metrics

▀ Tools

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▀ Social Half Life

▀ Confusion

▀ Intimidation

▀ Fear

▀ Fragmented

Social Media Scorecard

This tool will help you define what social sites are important to consider

Platform Target Market Objective Scale 1-5

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Why am I doing all of this?

Because you want to do one thing….with social

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What is a community?

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How is social changing communities?

Why does it matter?

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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

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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.

Source: Guide to Building an Online Community

An inside look at how and why people connect virtually By Shara Karasic, Work.com Community Manager

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How to establish a fan base

▀ Internal marketing

▀ Link Building

▀ Cross Promotion

▀ Twitter Lists

▀ Mentioning other fans/friends

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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

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Questions?

To download presentation go to: bit.ly/DDseries3

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What’s next from The Palm Beach Post