This document discusses optimizing digital communications for the mobile world. It notes that the number of global internet users accessing the internet only via mobile is growing. It advocates developing a communication strategy that considers objectives, audiences, messages, engagement, measurement, and assessment. Key metrics for mobile include frequency, location, trending topics, and influencers. The document emphasizes observing analytical trends to shape responsive, adaptive, and relevant mobile content and messages. It stresses integrating measurement and assessment into communication strategies and goals.

1. Going Mobile
Optimizing Your Digital Communications

2. The number of internet users
In the world today…
worldinternetstats.com

3. The number of people
in the world today…
2012 US Census Bureau

4. The number of people
with mobile devices today…
2012 US Census Bureau

5. Number of global internet
users who access the internet
only via mobile…

7. Number of global internet
users who access the internet
only via mobile…
One size does NOT fit all.

8. Communication Strategy
 Objectives
 Audiences
 Messages
 Engagement
 Measurement
 Assessment

9. EARNED
OWNED
PAID
Communication Strategy

10. 5 Behaviors on the Social Web
Watch
79.8%
Share
61.2%
Comment
36.%
Produce
24.2%
Curate
<1 %
(Altimeter Group: Socialgraphics)
Your Audience Behaviors

11. Communication Strategy

12. Your #1 Audience
Can I find you without knowing your name?

13. Mobilize: Connections
250M users
50% access
via mobile
90M monthly users
*91% of mobile phones
have photo/video capability
1.1B users
68% access
via mobile
10M users
100% access
via mobile
(35,000 new users daily)
Over 2B views each day
Over 100M mobile views
50M registered users
50% access via mobile

14. Mobilize: Opportunities

15. Mobilize: Native v. Web-based

16. Are you shaping your messages
for a positive mobile experience?
 Responsive
 Adaptive
 Relevant

17. What do users want from mobile
websites ?

18. Mobilize: Content Management

19. Mobilize: Responsive Content

20. Seven Mobile Tools

21. Measurement: Mobile Metrics

22. Frequency: When to post
Location: Where to post
Measurement:
Trending: What to post
Influencer: Who to post to
Social Metrics

23. On-Demand Reports
Objectives
Integrated with goals
Targeted to audience
Strategic to media
Opportunities
Observe and adapt
Analytical trends
Future events
Assessment

24. Thank you!
Michael Winn
Chief Digital Officer
Digital Opps
@DigitalWINN
850-980-9222
mwinn@rboa.com