Presentation from my #SoMeT talk on how to leverage the mobile web to drive engagement and traffic with in/out-of-market visitors/prospective visitors.

1. Where It’s At
How to Drive In/Out-of-Market Visitors
With Two Turntables [Social and Mobile] and a Microphone
@TheTimHayden
Ÿ
November
9,
2011
Ÿ
#SoMeT

2. There's a destination
a little up the road
From the habitations
and the towns we know

3. A place we saw the lights turn low
The jig-saw jazz and the get-fresh flow

4. Pulling out jives and jamboree handouts…

5. Two turntables and a microphone

6. Bottles and cans…
✚

7. …and just clap your hands and just clap your hands

9. I’ve got two turntables and a microphone

10. SMS/MMS
www.com
www.com

11. Mobile Experience Solutions: Technology + Strategy

12. Source: IDC
Mobile Experience Solutions: Technology + Strategy

15. Augmented
Reality
Mobile
Wallets
Location-­‐Based
Services
Near-­‐Field
Communications
Geo-­‐Fencing
Retinal
Scans
Some
Mobile
Apps

16. Mobile Experience Solutions: Technology + Strategy

17. 12,000,000 Visitors to DMO websites in 2011
Mobile
13%
Non-­‐Mobile
87%
Data:
GetSmartContent.com

18. 12,000,000 Visitors to DMO websites in 2011
View Fewer Pages: 3.18 vs. 4.63
Spend Less Time on Site: 2.51 vs. 4.18
Bounce at higher rate 52.62% vs. 41.1%
Data:
GetSmartContent.com

21. “MOBILE” is –
What we Do
Where we Go
How we Live
HOW WE ROLL

27. Mobile Experience Solutions: Technology + Strategy

28. • Condensed Content (4-10X reduction of
desktop site)
• Navigation limited to 2-3 actions beyond
landing page
• Quick Load Time (you have <30 seconds!)

32. • Responsive Design
• Data feed (API – location, device, A-B
testing, time/date) with CRM/profiling
platform
• Cross-platform tested!

33. FACT
Mobile traffic most often originates from a search engine.

34. Location
Search
Time/
Terms
Date
Context
Device
Language
Type

36. Sent from my
shiny new
iPhone, please
excuse typos
Mobile Experience Solutions: Technology + Strategy

37. Weather, Games, Social, Maps & Music…Barcodes!!
60%
“Thinking about the application(s) on your primary cell phone, 250%
which categories of applications have you used in the PAST 3 MONTHS?”
50%
200%
40%
150%
30%
2010
100%
2011
20%
YOY
Growth
50%
10%
0%
0%
Base:
5,187
US
adult
smartphone
owners
(2010)
Base: 2,420 US adult smartphone owners (2011)
Source:
North
American
Technographics®
Benchmark
Mail
Survey
2010,
2011

38. Mobile Experience Solutions: Technology + Strategy

40. Mobile Experience Solutions: Technology + Strategy

41. 1,000,000 Clicks, Scans and Texts
• QR Code Scan 35%
• SMS Text 40%
• URL (browser) 25%
• Unique QR code/URL 11%
• IP Address 98%
• GPS shared 60%
~1MM
clicks
Jun-­‐Sept
2011
–
44Doors
Capture

43. ¡ Keep inbound/outbound (send/receive) of
texts to a maximum of 3-4 TOTAL actions
¡ With first outbound text, consider delivering
rich media MMS (video, coupon, “call to
action” content)
¡ Explore vendors that provide real 10-digit
phone addresses as well as short codes
¡ Better used at events and in direct mail,
rather than in-store (where time may be a
challenging factor)
Mobile Experience Solutions: Technology + Strategy

44. ¡ “Mobile Computing” is changing everything
¡ Brevity rules the moment, in terms of
connection + copy + call-to-action
¡ Capitalize on natural, current behavior
¡ Be pragmatic with new devices and platforms
¡ Offer multiple channels from offline to online
(QR Codes, URLs, SMS)
¡ Relevancy improves immediate conversion,
AND creates WOM (Word-of-Mouth)

45. tim@44Doors.com
@TheTimHayden