Saffire Events Presentation on Mobile Marketing - WFA

Mobile Marketing

Kendra Wright

Software for Events. Your Event. Online.

www.saffireevents.com

1/10/2012 © 2012 – Saffire Events

Don’t Worry!

• You don’t need to take notes.• At the end of the presentation, just

write SLIDES on your business card, and we’ll send them to you.

• Then we’re going to draw one business card from the ones we’ve collected, and someone will win the TV from our booth!



1/10/2012 © 2012 – Saffire Events

Three Things to Discuss

1. The “Why” and “How” of mobile; the opportunities and best strategies

2. Getting people to engage with you on mobile

3. Tools you can use to enhance your mobile presence (many of them mobile tools!)



1/10/2012 © 2012 – Saffire Events

Does your “guy” get mobile?



1/10/2012 © 2012 – Saffire Events

Truth in Advertising



1/10/2012 © 2012 – Saffire Events

The Team

Chris LugarSenior Software Engineer

Jessica Bybee-DziedzicSenior Account Manager

Adam DispenzaQA Specialist

Chris HowardFront End Developer

Rebekah HardageMarketing Manager

Kirk WrightVice President, Marketing

Daniel BunnSoftware Engineer

Jonathan HopeSoftware Engineer

Cassie RobertsManager, Sales &

Partnerships

Jeremy EmersonCreative Director

Aaron PedersonTechnical Director



1/10/2012 © 2012 – Saffire Events

Our History



1/10/2012 © 2012 – Saffire Events

Our Future



1/10/2012 © 2012 – Saffire Events

Our Claim to Fame



1/10/2012 © 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 value from the people

important to your event• Increase revenue from online sales



1/10/2012 © 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.”



1/10/2012 © 2012 – Saffire Events

Here’s what our computers looked like.



1/10/2012 © 2012 – Saffire Events

Does anyone remember this?



1/10/2012 © 2012 – Saffire Events

How about this?



1/10/2012 © 2012 – Saffire Events

Here’s a good one.



1/10/2012 © 2012 – Saffire Events

This was SLOW!



1/10/2012 © 2012 – Saffire Events

Sound Familiar?



1/10/2012 © 2012 – Saffire Events

Phones aren’t for calls anymore!



1/10/2012 © 2012 – Saffire Events

“On the Spot” Connections

Do “it” as soon as you think about “it!”

Source: www.onlinemarketing-trendscom



1/10/2012 © 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



1/10/2012 © 2012 – Saffire Events

Crazy New Statistic

Source: Morgan Stanley Research



1/10/2012 © 2012 – Saffire Events

The Importance of Mobile



1/10/2012 © 2012 – Saffire Events

Mobile Search Grew 400% in 2011

Your customers are already viewing your site from mobile(ready or not!)

Source: Google/IPSOS Reid 2011



1/10/2012 © 2012 – Saffire Events

Sales are growing fast!



1/10/2012 © 2012 – Saffire Events

Another Reason to Sell Online



1/10/2012 © 2012 – Saffire Events

Ecommerce = Insurance Policy

Plus incremental revenue and 80% redemption



1/10/2012 © 2012 – Saffire Events

What are my priorities?

• Your website, including SEO, My Account & CMS!

• Getting them there!– Social– Email

• Mobile– Mobile site– Tablet site– Apps



1/10/2012 © 2012 – Saffire Events

How Good Does My Site Need to 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!



1/10/2012 © 2012 – Saffire Events

How Does My Site Measure Up?

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

Your website is still important!



1/10/2012 © 2012 – Saffire Events

Email is still important!



1/10/2012 © 2012 – Saffire Events

The NEW Importance of Tablets



1/10/2012 © 2012 – Saffire Events

And it will grow enormously!

• 40% access product reviews from tablets



1/10/2012 © 2012 – Saffire Events

Tablet Site – No Flash



1/10/2012 © 2012 – Saffire Events

Mobile Site – No Flash and smaller



1/10/2012 © 2012 – Saffire Events

Great Mobile Site – Tulsa State Fair



1/10/2012 © 2012 – Saffire Events

App or Mobile Site?

Android48%

Apple iPhone29%

BlackBerry17%

Microsoft5%

Smart Phone Users

Source: Comscore, Nov. 11



1/10/2012 © 2012 – Saffire Events

App or Mobile Site?

http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html



1/10/2012 © 2012 – Saffire Events

Creating a Mobile Site

• If you love your “guy” and CMS, use them!• Make sure you have a single source of

data• Differences are size, speed and technology• Users are “information snackers,” often as

a secondary activity• User experience IS your brand• You are NOT in control!



1/10/2012 © 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!)



1/10/2012 © 2012 – Saffire Events




3. Tools you can use while you’re mobile to enhance your mobile presence



1/10/2012 © 2012 – Saffire Events

Getting people to engage

• Just like on the desktop, it’s a web. – Your 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!

– Use QR codes• general and specific



1/10/2012 © 2012 – Saffire Events

What the Heck is This?



1/10/2012 © 2012 – Saffire Events

QR Codes: Connect Print with Mobile

Source: Google/IPSOS Reid 2011



1/10/2012 © 2012 – Saffire Events

What to do with 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/

http://www.qrstuff.com/

http://www.qrstuff.com/



1/10/2012 © 2012 – Saffire Events




3. Tools you can use while you’re mobile to enhance your mobile presence



1/10/2012 © 2012 – Saffire Events

Mobile Tools

• Blog• Facebook• Twitter• Flickr• YouTube• Pinterest



1/10/2012 © 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



1/10/2012 © 2012 – Saffire Events

Facebook



1/10/2012 © 2012 – Saffire Events

Twitter



1/10/2012 © 2012 – Saffire Events

Flickr (photo sharing)



1/10/2012 © 2012 – Saffire Events

YouTube



1/10/2012 © 2012 – Saffire Events

New Social Site - Pinterest



1/10/2012 © 2012 – Saffire Events

Pinterest



1/10/2012 © 2012 – Saffire Events

Using location-based marketing



1/10/2012 © 2012 – Saffire Events

Creating location-based marketing



1/10/2012 © 2012 – Saffire Events

Be efficient with HootSuite



1/10/2012 © 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!)



1/10/2012 © 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



1/10/2012 © 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



1/10/2012 © 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



1/10/2012 © 2012 – Saffire Events

Free Marketing - Fairs Everywhere



1/10/2012 © 2012 – Saffire Events

Thank you!

• Don’t forget to write SLIDES on your business card and give it to us, and we’ll send you our slides!

• Write DEMO also if you’d like to see our solution for mobile, tablet and desktop sites.

• We’ll enter you in a drawing for a 32” TV.• We’ll also give you a free subscription to The

Dirt, for the latest online best practices – including mobile.



1/10/2012 © 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



1/10/2012 © 2012 – Saffire Events

Handy “Cloud” App - Dropbox



1/10/2012 © 2012 – Saffire Events

Reassuring Social Media Statistic



1/10/2012 © 2012 – Saffire Events

Efficient iPhone App - Shopper