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WHY MOBILE MARKETINGIS NO LONGER OPTIONAL
Kendra Wright
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
AGENDA
1. Why mobile is a “must have” for any event; opportunities and best strategies
2. The great debate: App vs. mobile3. Getting people to engage with you
on mobile4. Tools you can use to enhance your
mobile presence (many of them mobile tools!)
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
PRESENTERSKendra WrightPresident
Cassie RobertsManager, Sales & Partnership
Experience:• Received BS Public
Relations, & Masters Sport Management, The University of Texas
• Born in Central City, NE
• United States Olympic Committee
• Rodeo Austin
Experience:• Began building websites
in 1995 for Fortune 1000 company
• Started her own company in 1998
• Works with clients like KEEN Footwear, Nike, Jeep, Chrysler, Dodge, Intel & more
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
SAFFIRE EVENTS
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
SAFFIRE EVENTS
Our software gives you a platform to: • Market your event online better–With integrated desktop, mobile and
tablet sites
• Manage your web content easier• Increase revenue from online sales• Increase value from the people
important to your event
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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.”
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
OUR COMPUTERS
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
ANYONE REMEMBER THIS?
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
HOW ABOUT THIS?
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
HERE’S A GOOD ONE.
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
THIS WAS SLOW!
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
SOUND FAMILIAR?
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
NOT JUST FOR CALLS ANYMORE!
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
“ON THE SPOT” CONNECTIONS
Do “it” as soon as you think about “it!”
Source: www.onlinemarketing-trendscom
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
AGENDA
1. Why mobile is a “must have” for any event; opportunities and best strategies
2. The great debate: App vs. mobile3. Getting people to engage with you
on mobile4. Tools you can use to enhance your
mobile presence (many of them mobile tools!)
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
CRAZY STATISTIC
Source: Morgan Stanley Research
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
THE IMPORTANCE OF MOBILE
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
SALES ARE GROWING FAST!
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
ANOTHER REASON TO SELL ONLINE
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
ECOMMERCE= INSURANCE POLICY
Plus incremental revenue and 80% redemption
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
WHAT ARE THE PRIORITIES?
• Your website, including SEO, My Account & content management system!
• Getting them there!– Social networking– Email
• Mobile– Mobile site– Tablet site– Apps
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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!
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
HOW TO MEASURE YOUR SITE
Fair A Fair B Sports Site Activity Site Retail Site YOUR FAIR0
1
2
3
4
5
6
7
8
9
10
Series1
?
Software for Rodeoswww.saffireevents.com
Copyright 2011 – Saffire Events
WEBSITES ARE STILL IMPORTANT
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
EMAIL IS STILL IMPORTANT
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
TABLETS ARE ALSO IMPORTANT
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
… & GROWING ENORMOUSLY
40% access product reviews from tablets
US TABLET USAGE, 2010-2014
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
TABLETS – NO FLASH
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
MOBILE – NO FLASH & SMALL
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
AGENDA
1. The “Why” and “How” of mobile; the 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
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
APP OR MOBILE SITE?
Android48%
Apple iPhone29%
BlackBerry17%
Microsoft5%
Smart Phone Users
Source: Comscore, Nov. 11
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
APP OR MOBILE SITE?
http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
AGENDA
1. The “Why” and “How” of mobile; the 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
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
CREATING A MOBILE SITE
• If you love your “guy” and content management system, use them!
• Make sure you 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
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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!)
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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!
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
WHAT THE HECK IS THIS?
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
CONNECT PRINT WITH MOBILE
Source: Google/IPSOS Reid 2011
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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/
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
AGENDA
1. The “Why” and “How” of mobile; the 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
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
MOBILE TOOLS
• Blog - Wordpress• Facebook• Twitter• Flickr• YouTube• Pinterest
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 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
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
WORDPRESS
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
FLICKR (PHOTO SHARING)
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
YOUTUBE
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
LOCATION-BASED MARKETING
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
LOCATION-BASED MARKETING
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
BE EFFICIENT WITH HOOTSUITE
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
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 (but great demo for fairs!)
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
SPECIFIC IDEAS
• Make people feel like insiders– First to know– Behind the scenes–Make it easy to share– Consider funny – tweets from mascot, etc.
• Ask questions that get people to talk about themselves in relation to your event
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
SPECIFIC IDEAS
• Show live tweets on concert side screens• Have a contest for front row concert seats– Text, tweet or post on FB page NOW = publicity
• Do giveaways with charitable tie-in• Give people lots of ways to share event
photos and video – viral and more photos!• Take pictures of crowd at concerts, post
them and encourage them to tag themselves
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
SPECIFIC IDEAS
• Have a vote or quiz– Answer on mobile site, text, app, QR code, etc.
• Judiciously promote big sponsors for retweet
• Same with vendors and entertainers• Allow groups to get $ for their orgs for
advance sales; host trip for winners• Post thanks to people/groups; they’ll repost
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
FREE MARKETING–FAIRS EVERYWHERE
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
ARE YOU A SAFFIRE EVENT?
What are you waiting
for?
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
AWESOME SPAM STATISTIC
Spam (in billions)0
50
100
150
200
250
300
350
400379
124
Aug-10Nov-11
Harvard Business Review1/4/12
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
HANDY “CLOUD” APP - DROPBOX
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
REASSURING SOCIAL MEDIA STAT
Software for Events. Your Event. Online.
www.saffireevents.com
2/27/2012 © 2012 – Saffire Events
GREAT IPHONE APP - SHOPPER