Mobile: Checks, Treks & Apps Presented by

@RobertPatterson

who am I?

my mission is to connect consumers to each other and brands to inspire and share

travel experiences

How many #SoMeT tweets have there been today so far?

swag giveaway #1

swag giveaway answer #1

814 #SoMeT Tweets by 182 People

Estimated Reach 360k+ = 1.5M+ Impressions

182  

814  

People  

Tweets  

TWITTER OVERVIEW

1,589,775  

361,539  

Impressions  

Reach  

TWITTER ESTIMATED REACH

mobile

this is not a smartphone…

it is a mobile device.

games music + entertainment

social networking communications

news

sports + fitness productivity travel

local information weather

& you can make calls

U.S. phone base

Source: ComScore/Asymco

smartphone feature phone & mobile device mix

Source: Millennial Media 2011 Q3 Report

MOBILE���DEVICES

mobile OS mix

Source: Millennial Media 2011 Q3 Report

“The 19th Century culture was defined by the novel, 20th Century culture by cinema, the culture of the 21st Century will be defined by the interface” – Aaron Koblin TED Talk

2010 2011

Source: Google The Traveler’s Road to Decision 2011

Source: Google The Traveler’s Road to Decision 2011

how are you allocating your mobile budget?

Case Study

!  mobile traffic accounted for 10% of web visits

!   allocated 10% of digital budget to mobile

!   integrated mobile advertising into fall marketing

!   established benchmarks a"er 30 days

!   as % of mobile traffic increases scale budgets to match

!   Results: $0.30 mobile conversion vs. $0.74 digital conversion

how should you approach future web development?

content + mobile first

responsive web design

!   adaptive layouts !  HTML5, CSS, JavaScript

!   content + mobile first !   strategy + design

!   progressive enhancement !   all of the above + future opportunities

plan to adopt, adapt + evolve

mobile is about

!   filtering, not browsing to find useful information

!   extending your brand to where your audience is…on the go

!   being personal, relevant and helpful

!   facilitating action and forming relationships

how was the 20th century culture defined?

swag giveaway #3

cinema

swag giveaway answer #3

checks

who is participating?

Source: Pew Research Center’s Internet and American Life Project

Source: Foursquare 2010 Infographic

Colorado Foursquare Case Study

what is the top check in location?

what DMO’s need to know about location services

!   adoption is low

!   consumer barriers are lack of clear benefit and privacy fears

!  most users are young, active social media contributors

!   experiences need to be relevant to brand and audience

!   destinations need to work with industry partners

what % of smartphone (ugh) users use check-in services?

swag giveaway question #3

12%

swag giveaway answer #3

treks

why are trip itineraries important?

visitors will stay longer, see + spend more

evolution of trip planning tools

how DMO’s need to plan trip itineraries

!   customize to your brand and offerings

!   offer tools in the channels your audiences are in

!   integrate trip itineraries across platforms

!   use existing tools/APIs when it makes sense

!   empower 3rd party word-of-mouth from friends and family

who has completed the Acronym TED SCVNGR

challenge?

swag giveaway question #4

apps

top mobile application categories

Source: Millennial Media 2011 Q3 Report

when you should develop an app

!   connectivity is limited; still want to provide listings, maps, etc…

!   provide access to user utilities including itineraries

!   support a rich location based social program with incentives

!   offering infotainment and gaming

!   you have a strong CMS program and core of repeat visitors

why you should not develop an app

!   you have not developed a mobile version of your website

!  multiple platforms to develop requires ongoing maintenance ($)

!   you need to market your app to get users ($)

!   huge app usage drop off a"er initial download

!   new browsers and technologies like HTML5 could kill apps

Facebook Open Graph – Seamless Social Experiences

!   empower users to spread the word

!  make your app social

!   create a cross-platform social experience

!   extend your experience

what was the name of the restaurant in my

commercial?

swag giveaway question #5

Symeon’s

swag giveaway answer #5

takeaways

mobile, checks, treks & apps

!  budget for mobile now; make content core strategy !  location based services are niche; work with your industry !  trip itineraries drive longer stays and more revenue !  be prepared to budget for app maintenance and promotion

thank you

follow me @robertpatterson