Prsa talk-the-future-is-mobile-5-5-14
-
date post
17-Oct-2014 -
Category
Mobile
-
view
139 -
download
1
description
Transcript of Prsa talk-the-future-is-mobile-5-5-14
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
The Future is Mobile Web search is growing four times faster on mobile devices
than on desktop computers; the majority of web activity is now occurring on smartphones and tablets, not desktop PCs or laptops
Consumers are spending more time on their smartphones, tablets and wearables, three hours a day versus two hours and 20 minutes a year ago. The smartphone is the primary tool for accessing the internet, social media and e-mail
Engaged mobile consumers spend twice as much as those who engaged brands only through the internet. Mobile ad spending is expected to grow 75% this year to $31.5 billion
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Facebook blew away analyst estimates largely because 1 billion of its members are accessing its social network using handheld devices; 60% of its ad revenue is mobile-related
There are 315 million people in the USA but 322 million mobile devices
Among smartphone users, 95% use their device to search for local information
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Learning Objectives
Working knowledge of mobile platforms & strategies
How to diagnose mobile pitfalls
How to optimize mobile strategies
How to provide a mobile “audit”
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Mobile used to present technical challenges, now it presents design challenges
It’s more of a “layout” challenge than a technical one now
Portrait versus Landscape, bigger buttons for “touchscreen”
More About Aesthetics Than Tech
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
BeoCare.net - Before
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
BeoCare.net - After
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
BeoCare.net – Mobile Close-UpBEFORE AFTER
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Mobile Overview
Most basic: Text messaging/SMS
Optimized for Mobile:Facebook Twitter LinkedIn YouTube Vine
Tablet/Mobile:Instagram* Pinterest Tumblr*Growing at a much faster rate than Twitter
Geolocator:Foursquare Yelp
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Mobile is a Key Strategy
Mobile is both real-time and long-term
Mobile social media needs a clear direction that ties back to your goals
You need to have buy in from the top
There should be an engagement strategy
Educate your employees
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
How Mobile Media is Changing the Way We Communicate Online
Average blog2 years ago1,000 words
Twitter140Characters
Now, a picture is worth1,000 words
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Most Basic Mobile Strategy: Text Messaging
Mobile messages can sustain and maintain positive healthy behaviors, according to studies from Johns Hopkins, Harvard and Columbia Universities, as well as New York City’s Department of Health
Heavy smokers were twice as likely to quit if they received encouraging text messages
Texts improved medication compliance in patients with chronic disease
Among underserved populations, significantly more children received flu shots when parents received text reminders
of text messages are read within 3 minutes97%
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
The four-step approach to Mobile
PeopleAssess your constituents’ mobile/social activities
ObjectivesDecide what you want to accomplish
StrategyPlan for how relationships withconstituents will change
TrackingHow do you monitor and define “success”
POST
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Key roles and Mobile Objectives
Traditional Web
Research
Selling
Energizing
Support
Development
Mobile Objectives
Listening
Compelling & Selling
Fundraising
Supporting
Embracing
Entire contents © 2011 Forrester Research, Inc. All rights served.
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
HIMSS YouTube - Before
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
HIMSS YouTube - After
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
HIMSS YouTube – Mobile Close-UpBEFORE AFTER
Logo and descriptive tagline highlighted.
Featured image maintains story.
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Budgeting for Mobile Strategy
Series1
1/3 Site Design, Development
1/3 Building Engagement, Audience
1/3 Ongoing Maintenance, Support
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Social Mixing
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Primetime: Wednesday at 1-4pm
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Edgerank
What is Edgerank?
Edgerank is Facebook’s proprietary algorhythm that helps decide which posts you see out of all your friends and all the organizations you follow
Edgerank loves multimedia, photos, videos (Edgerank rewards “stickiness”)
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Tips for Better Engagement on Facebook
Facebook is the single most popular social media app on Smartphones
Use the 80/20 rule, only 20% of your posts should talk about your organization
Respond promptly, let your followers know you are listening
Mirror your positive comments (If they say, you’re AMAZING, respond, No, You’re AMAZING!!)
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Live Facebook Chat-Vern Yip for Microsoft Windows 8
Engage 30,000+ Microsoft fans live on its Facebook page to introduce new touchscreen features and functionality
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Primetime: Monday thru Thursday 1-4pm(users are more likely to live in major urban areas)
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Primetime: Tuesday thru Thursday 7-9am Largest concentration of people making $75k + on social media
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Google+
Primetime: Business mornings Monday-Friday 8:00 a.m.- 2:00pm
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Tumblr
Primetime: Sundays and Monday thru Thursday evenings
Estimated 90% of traffic comes from Tablet computer owners
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Primetime: Saturday Morning and Weekday Evenings and Nights
Best possible place for a food brand
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
Vinehttps://vine.co/
Free mobile app that allows you to create and share 6 second videos
Acquired by Twitter in October 2012.
Five “Vines” (short videos) are now tweeted every second on Twitter
Primetime is 11 a.m. Saturdays & Sundays, average age is 18-20
Lowest aggregate income demos
SOURCE: TAMBA, Jan. 2014http://www.tamba.co.uk/blog/the-rise-of-vine/
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
The Future is Mobile: Optimizing PR Tactics for the Smartphone Era
For More Information
E-Mail:
Toll-free:
Twitter:
YouTube:
1 (855) BEN-G-GRP
@bengarrettvid
BenGarrettGroup
www.bengarrettgroup.com