Prsa talk-the-future-is-mobile-5-5-14

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


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


Learning Objectives

Working knowledge of mobile platforms & strategies

How to diagnose mobile pitfalls

How to optimize mobile strategies

How to provide a mobile “audit”


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


BeoCare.net - Before


BeoCare.net - After


BeoCare.net – Mobile Close-UpBEFORE AFTER


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


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


How Mobile Media is Changing the Way We Communicate Online

Average blog2 years ago1,000 words

Twitter140Characters

Now, a picture is worth1,000 words


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 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


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.


HIMSS YouTube - Before


HIMSS YouTube - After


HIMSS YouTube – Mobile Close-UpBEFORE AFTER

Logo and descriptive tagline highlighted.

Featured image maintains story.


Budgeting for Mobile Strategy

Series1

1/3 Site Design, Development

1/3 Building Engagement, Audience

1/3 Ongoing Maintenance, Support


Social Mixing


Facebook

Primetime: Wednesday at 1-4pm


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”)


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!!)


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


Twitter

Primetime: Monday thru Thursday 1-4pm(users are more likely to live in major urban areas)


LinkedIn

Primetime: Tuesday thru Thursday 7-9am Largest concentration of people making $75k + on social media


Google+

Primetime: Business mornings Monday-Friday 8:00 a.m.- 2:00pm


Tumblr

Primetime: Sundays and Monday thru Thursday evenings

Estimated 90% of traffic comes from Tablet computer owners


Pinterest

Primetime: Saturday Morning and Weekday Evenings and Nights

Best possible place for a food brand


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/

https://vine.co/

https://vine.co/

https://vine.co/


For More Information

E-Mail:

Toll-free:

Twitter:

YouTube:

[email protected]

1 (855) BEN-G-GRP

@bengarrettvid

BenGarrettGroup

www.bengarrettgroup.com

Prsa talk-the-future-is-mobile-5-5-14

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