social is your mobile strategy - tim hayden (social fresh west 2013)
TRANSCRIPT
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Upgrading Social for Mobile
August 23, 2013San Diego
@TheTimHayden
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60%Americans 12+ on smartphones
SOURCES: Nielsen, Mashable, TechCrunch, comScore, Pew, others.
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70%+Social media consumption
on smartphones/tablets(smartphone majority)
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Social is Mobile
SOURCES: ere.net, Mashable, TechCrunch, comScore, Pew, others.
70% 80% 30% 30% 35%
35% 45% 100% 100%
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Mobile is BUSY
the Desktop Hour
emailwebsocialother
the Mobile Houremailwebsocialtextappcallother
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Thinking “Mobile First”• Behavior, before technology• Convenience and brevity• Content–Actionable–Visual–Video, sparingly– Local
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Facebook• VISUAL STORYTELLING (and paid)– High quality images…go further• AVOID LARGE FILE SIZE (data concerns and connection
speeds…)
– Right-size your images, rectangles not squares
• VISUAL LISTENING: – Image Recognition– Geo-coded/tagged content
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Links and Websites/Blogs
• Only post links that are mobile-friendly – you may lose half of your social audience over time, if you do not.
• Link directly to the action that a social post implies, as mobile users hate multiple clicks
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Facebook – Tab AppsEmulate tab apps in posts using a “click sniffer,” then diverting to a appropriate responsive site (cookies/Facebook connect telling you “who” to make things more relevant and personalinzed).
links
buttonsPhone
Tablet
PC
• Polls• Sweeps• Subs• Coupons• Video• App
Download
“sniff”/detect
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Facebook Local Search(formerly “Facebook Nearby”)
Location pages
Local Pages
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TwitterPosting/Reposting aligned with audience behavior
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Twitt
er fo
r TV
30%
of a
ctive
US
Twitt
er u
sers
twee
t abo
ut T
V co
nten
t
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Twitter for TVPlan content around television:• Scheduled events and programs• Hashtags related to shows, sports, events…• Scenario-readiness• Actionable content:
– Coupons
• Participant content:– Trivia, polls, scavenger hunts
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YouTube• In-video text size must be sufficient for smaller
screens• Keep it short, to-the-point…• Remove background noises in your audio
(mobile viewing/audio is compromised)• Close-ups for clarity• Place URLs to related videos/sites within the
video description…aids in navigation.
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YouTubeDrive action (website visits, app downloads, online purchase) through video and the video description:
• Dramatically increase clickthroughs by moving the URLs closer to the beginning of your description.
• Make in-video URLs as LARGE as possible to be seen on handheld mobile devices.
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Pinterest for mCommerceInclude specific product and purchase site URLs in images and/or image descriptions, AND ensure those sites are MOBILE-RESPONSIVE.
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Location-based listening & action• Twitter – Geo-targeted (promoted) Tweets to let consumers
know about retail offers that vary on a store-by-store or city-by-city basis.
• Facebook Local Search – discoverability based on friends recommendations, ratings, location-tags and likes. Include coupons, deals and share promotions on those pages.
• All social – align escalation and “engagement” protocols, online-to-offline, offline-to-online.
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Mobile-only SocialNo-brand Hashtags
#instagood#woah
#photooftheday#instamood #picoftheday
#latergram#nofilter
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Offline is the New Online
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Remember…• Text Messaging (Rich Media)
• EMAIL (#2 only to text messaging)
• It’s a PHONE!! And, the human voice rocks.
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What’s Next (Now)?SOCIAL R.O.I.
• True media attribution/measurement • Facebook Ad Exchange…?• Facebook is testing mobile payments. (in addition
to other 3rd party payment relationships)• Mobile commerce/wallets will link to/reconcile
social media activity.
More “advertising”!
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today!