Changing Your Content For The Mobile World
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Transcript of Changing Your Content For The Mobile World
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Changing Your Content For The Mobile World
Adrian O’Flynn
Changing Your Content for the Mobile World By Adrian O’Flynn
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What do you associate with Concern?
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Once a apon a time....
And happy everybody was happy.
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Like Wiley Coyote…
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The ads didn’t break, reach did.
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For Concern that has real consequences……
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4 things we’ve done to try and solve this problem
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1We changed our approach to Facebook.
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Niall @Concern said “Doesn’t work to just apply what worked in other channels.”
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Experimenting revealed…
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The results were undeniable.
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Then Achoyo reached 98,089 people.
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Engagement increased 1809% in 1 year.
• Q4 2011. 18 posts = 748 total engagements• Q4 2012. 18 posts = 14,760 total engagements
Q4 2011 Q4 20120
2000
4000
6000
8000
10000
12000
14000
16000
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The miracle of compound interest
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The Philippines typhoon got people talking. And then texting.
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It didn’t fix our recruitment problem.
But we were getting reach.
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For you…
• Experiment with your brand’s message to find what fits a new channel.
• Then give that channel time to grow. Invest in building an audience.
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2
Applied the same approach to email.
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Email had mirrored Direct Mail.
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Open rates went from 11.5% to 16%
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A/B test: regular givers gave 6% more.
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We were telling stories…with happy endings.
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Story definition: A character wants something and has to overcome adversity to get it.
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We used to just show adversity
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Character. Adversity. Got it!
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For you… 1) Don’t just advertise, tell stories.2) To build and keep an audience.
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3
Simplifying web journeys for mobile.
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Found Mktgexperiments and hired a User Experience agency
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Removed all unnecessary fields & text
Clear and aligned
Big, clear, stand-out calls-to-action
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Changed this 5 step checkout
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To a 2 step checkout. +58%
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Designed for mobile
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Tested a landing page for mobile users
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For you…
• Remove friction.
• Watch Mktngexperiments YouTube channel.
• A/B testing clear, bald designs what would work on mobile.
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4 Invest in content not media.
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3. Worth remarking upon.3)
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Found this video campaign which raised $1.6m online.
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Give people remarkable video content to fundraise
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I had to leave my comfort zone.
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Nurse Mary K. Cole
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Saving lives in this place…for the last 18 years
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A story we play a role in.
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You can create the happy ending
#send1brick
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The only solution…..
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Success or failure?
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Takeaways
• Experiment with Facebook and Twitter to find what part of your message fits the conversation.
• Provide value to build and audience.• Buy Story by Robert McKee. • Invest in Content not Media• Watch Mktgexperiments on YouTube instead of
Eastenders / World Cup group game.• Take calculated risks.
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P.S.
“This dynamic sector is in a constant state of flux, and those who want to keep apace need to ensure that they stay up to speed.”
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100+ online marketing staff…
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“Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of target market at a profit.” Kotler 1967.
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Thanks