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-Up
BEFORE 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 blog
2 years ago
1,000 words
Twitter
140
Characters
Now, a picture
is worth
1,000 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
 People
Assess your constituents’ mobile/social activities
 Objectives
Decide what you want to accomplish
 Strategy
Plan for how relationships with
constituents will change
 Tracking
How do you monitor and define “success”
P
O
S
T

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-Up
BEFORE AFTER
 Logo and descriptive
tagline highlighted.
 Featured image
maintains story.

Budgeting for Mobile Strategy
 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

Vine
https://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. 2014
http://www.tamba.co.uk/blog/the-rise-of-vine/

For More Information
E-Mail:
Toll-free:
Twitter:
YouTube:
ben@bengarrettgroup.net
1 (855) BEN-G-GRP
@bengarrettvid
BenGarrettGroup
www.bengarrettgroup.com

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

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