1. We Create, Communicate, Connect…We Share Your Spirit!
It’s a Mobile & Social World
You Can’t Afford to be Left Behind
Presenter: Mark Tennant
Big Guy @ Mobile --- > Smart Net

2. Housekeeping Items
aka Mark’s Shameless Plugs
Blog: marktennant.net
LinkedIn: Mark E Tennant
Facebook: facebook.com/marktennant
Twitter: @marketennant
Workshop Hashtag: #spiritmedia
Slideshare: slideshare.net/GenevaMark

3. Agenda
Workshop Topics:
 The growth of mobile and some numbers….
 Mobile web sites vs. mobile apps?
 QR Codes – What are they, how to use them- Do’s and Don’ts
 Social, Local and Mobile Search (SoLoMo)
 Search Engine Optimization (SEO) for your mobile site.
 The importance of having a Google+ page.
 Facebook and engaging fans in a mobile environment.
 Facebook Offers and how to use them.
 Twitter and Vine
 Creating a Blog, advantages and sticking to it.
 Email Marketing
 The importance of LinkedIn.
 Conclusion
 Questions and Networking

4. Growth of Mobile Web
 The Forgotten Web Site & Rekindling those Online
Connections via Social, Mobile and Local (SoLoMo)
 People carry their mobile devices with them EVERYWHERE!
 Approximately 76% of people take their cell phones into the
bathroom with them, according to a survey by the
marketing agency 11Mark < ------Video Link
 The NY Daily News reported that out of 1,000 people polled,
87% of Android users admitted to talking, texting, or
surfing the web while in the restroom, reports
MobileBurn.com.
 Before this years Super Bowl more than two-thirds (69%)
of those polled said they have placed food orders via mobile
devices.
 The Mobile Marketing Association reported recently that
70% of all mobile searches resulted to an action within 1
hour. A call, visiting the business, a purchase.

5. If @KellyRipa uses her phone in the bathroom, why can’t we?

6. During the 2012 holiday season:
 46% of cell owners used their phone to call a friend
while they were in a store for advice about a purchase
they were considering making
 28% of cell owners used their phone to look up reviews
of a product online while they were in a store
 27% of adult cell owners used their phones to look up
the price of a product online while they were in a store,
to see if they could get a better price somewhere else.
Source: Pew Internet Research
 Showrooming - According to Wikipedia it is defined as
"the practice of examining merchandise in a traditional
brick and mortar retail store without purchasing it, but
then shopping online to find a lower price for the same
item.”
 Businesses must reverse this trend and use it to their
advantage and there are ways to do it!

7. Mobile Web Sites vs. Apps
Mobile Web Site – An offshoot of your traditional
desktop/laptop web site. People viewing a mobile web site
want to get in, get the info the want and get out & more
than likely call.
 50% of Mobile Queries in Autos, Restaurants and Travel
resulted in either click through and/or purchase.
Source: Telemetric
 Local Relevance Drives Mobile Ad Response - Ads that
are locally relevant to me: smartphone (73 percent)
tablet (70 percent)
 Ads that offer coupons/promotions: smartphone (72
percent) tablet (69 percent)
 Ads from known brands: (59 percent) tablet (65 percent)
Source: IAB
59% of people ages 18-34 access social networking from a
mobile device. Source: Nielsen Fall, 2011

8. Mobile Apps
 Mobile Apps – They’re great if your business that can
afford $500-$1000 per hour to spend to develop and
thoroughly test a mobile app. Things to consider with
a mobile app:
 You’re asking people to take the time & download
the app
 App Updates - You’re asking them again to
download the update
 If you’re Facebook, Twitter, Starbucks, Target,
Macy’s, etc, that’s great and people will do it but
considering the cost apps are not advantageous to
SMB.

9. QR Codes
 What are they?
 How are they used?
 How can my business best incorporate their use?

10. QR Codes – Do’s…
 Always link the QR Code to a mobile optimized page or
website! Always use a call to action.
 Make it worth while. Incentivize the offer. Give away
something you would not normally offer through
traditional advertising channels. This helps in measuring
the campaign’s effectiveness.
 Make them large enough to scan. At a minimum 1” x 1”
with enough whitespace around the QR Code so it will
scan
 Add QR Codes to your printed materials. Business cards,
brochures, magazine advertisements, etc. But just make
sure it links to a mobile-optimized site or landing page.
 Create the QR Code that allows you to change the
destination without changing the URL.
 Shorten the destination URL by using a link shortener.
Ex: http://bit.ly

11. QR Codes – Don'ts…
 Do not, EVER, link to a non-mobile website destination!
 Do not forget to put directions along with your QR Code
or a call-to-action. Just having a plain QR Code on your
piece is not going to attract people to scan it or teach
people “how” to scan it.
 Do not put your QR Codes on items that are useless for
people to scan – i.e a highway billboard or where this no
Wi-Fi or internet connection.
 Do NOT cover or distort the 3 squares in the corners of
the QR Code. If you cover any 3 of them your QR Code
will NOT scan successfully.
Source: interlinkONE

12. Social, Local and Mobile Search (SoLoMo) and
Search Engine Optimization (SEO) for mobile
 SoLoMo is SMB taking advantage of identifying consumers
who are:
 In close proximity to the business
 Fall within a certain targeted demographic & who are active on
social media
 Use their smartphone or other mobile device to access the
internet.
 Using mobile devices and can be influenced into buying by:
 Optimizing websites for local search
 Using social media marketing & measure results (Facebook & FB
Insights, Google Analytics)
 Engaging & listening using social media thereby earning
customer loyalty
Source: http://www.marketingzen.com/how-solomo-is-
revolutionizing-digital-marketing/#ixzz2MoZKRW00

13. Mobile Search Engine Optimization (SEO)
 Many different trains of thought on SEO (Pros/Cons)
 Getlisted.org to get your ‘online score’
 Register with Google, Yahoo, Bing
 Register with location-based platforms Foursquare, Yelp
 Sure it’s important…but….
Compelling Content + Sharing = SEO Mission Accomplished
 Google’s latest algorithm (computations they use to
measure effective SEO) comes down to good content and
social sharing. If you’re offering up good content people will
share.
 Because Google rules the search world it’s important to
have a Google+ page and optionally a YouTube channel.
(because they own that too)

14. Google+ before Facebook??
 Google vs. Facebook – It’s a battle for your attention.
 Google Strategy: Steer, influence, require people to use the
Google+ social network.
 Google owns: Gmail, YouTube, Zagat (Restaurant review
web site)
 Why Facebook remains #1 – They can tie people’s online
activity with real names and they know who their friends
are….Google wants that market.
 Therefore Google, owning the many platforms they own will
allow them over time (they’re banking on) to obtain that
same information. And advertising dollars will follow.
 As a result, and this gets complicated, when you search
Google for business info they attempt to return results that
tie closely with what your friends like; provided you are
logged into your Google+ account they (friends) also have a
Google+ page, Gmail account, YouTube account, etc.
 Facebook is doing the same thing with their new Graph
Search

15. Facebook – Engaging Fans in a Mobile Environment
 500+ million people use Facebook’s Mobile App
 As of Fall, 2012 Facebook’s mobile use is outgrowing
desktop/laptop use by 2:1. Source: Hubspot
 Time spent on Facebook’s mobile web site or app has
surpassed the time that people spend on the actual site.
 The Facebook app is the #3 most downloaded app for
iPhones and the #4 most downloaded app for Android
devices, behind YouTube and Google Maps.
 Links that you post on your Facebook page should also
link to a mobile optimized page. SUPER IMPORTANT!
 Your business page looks great and possesses the same
cover photo and profile picture. Try to take advantage of
the real estate on mobile.
 Tabs are also highlighted; new and fresh content stands
out from photos and events

16. Facebook – Engaging Fans in a Mobile Environment
 Check-In – A huge advantage for businesses; encourage fans to
check-in.
 Incentivize people to check-in when they are at your business by
offering rewards that they can claim through the mobile app.
That eliminates having to print out coupons and offers. More on
Facebook Offers coming up.
 Events – This allows businesses to schedule events just like on a
desktop but events are connected to the map feature on
smartphones. The phone’s GPS will direct people right to the
business. Always remember to be as accurate as you can by
posting the address within the event itself.
 Facebook updates should be as short and to the point as
possible. Long updates tend to lose the attention of mobile users.
Keep graphics simple for the small screen.
 Start optimizing your Facebook page for mobile – 61% of users
will visit a competitor’s site that is optimized for mobile if yours is
not.
 Click to Call & Hours of Operation – Encourage their use.
 Sponsored Stories
 Mobile Facebook Ads – Worth a look. 50% higher CTR’s reported.
 Graph Search – What interests friends of fan and how business
can leverage graph search to its advantage.

17. Facebook Offers < -----Link
 Do everything you can take advantage of Offers!
 There 3 kinds of Facebook Offers:
 In Store Only: People can show to the staff at your business by printing the
offer email or showing it on their smartphones
 In Store & Online: People can redeem at your business’s physical location or
website
 Online Only: People can only redeem your offer by visiting your website
 You can limit number of claims, date ranges and upload a picture that
would look good with that offer.
 Creating an Offer is super easy:

18. Twitter & Vine – Making them work for business
 42% of Businesses have acquired a customer via Twitter
 It’s tricky to turn 140 character long into leads but it is
being done every day.
 Basics - #Hashtags, Reply's, Mentions, Follows, Links
 Twitter tips – Keep handles Spam-free, choose a unique
business name.
 Include at least one keyword in your bio to improve SEO.
Don’t abuse it loading up kw’s in your bio.
 Keep Tweets down to 100-110 character so people can
retweet with real estate to spare.
 Retweet good content relevant to your business
 Use Twitter Lists to narrow down people or businesses you
follow.
 80/20 rule – Share 80% of content / Create 20% of your
own. It’s not always about ‘buy my stuff!’
 It takes time to build a good following – Good content +
patience = attaining quality followers = leads

19. Vine – What it is? Vine & Your Twitter Strategy
 Jan, 2013 Twitter integrates a new mobile video app
called Vine
 Vine allows you to create 6 sec or less videos that loop
and complement a tweet very well.
 Avg online attention span = 8-10 seconds. Source < --
 It’s fast moving – Have fun and allows businesses to be
creative!
 Vine videos can also be link to Facebook pages.
 Currently app only available for iPhones but expect this
to be moved to Android devices very soon. But get a
jump on it now!
 Sneak peaks on new products, feature customers
using/enjoying your products, highlight PR campaigns,
create bite-sized demos, string together series of Vines.

20. Blogs – Creating & Effectiveness
 Industry marketing data has proven time and time again if
companies are consistent with blogging (16 to 20 x’s per month)
they receive over twice as much traffic to the company web site
than those that do not. Source
 Blogs can be written or using video. Good video creates sharing and
sharing helps in enhancing SEO
 Integrate (your) industry keywords into Blog titles – SEO
 Blog is a great way to earn people’s trust because of consistency
and offering free advice (but not the secret sauce….)
 Create a 4-6 week advanced schedule on topics to Blog on.
 Include Call to Actions in your Blog – Refer readers/viewers to your
web site or other online content that will validates your blog.
 Repurpose, repackage as necessary – Good content never gets
stale.

21. Email Marketing – Your Content People Request
 Everyone has an email account, some people have 2-3
accounts.
 As of 2012 over 50% of people in North America use
Facebook.
 More than 100 million active user of Twitter worldwide
 Email and social media have a strong correlation so using
email marketing to reach people is a logical medium.
 People opt-in to a newsletter; they like a business and it’s
content so much and want to stay in touch.
 Approximately 42% of email is opened From smartphones.
Source < ----READ THIS
 Optimize your email for mobile.
 MailChimp – Free up to 2,000 subscribers, great support,
daily live tutorials, integrates sign up forms with web sites
and Facebook pages. MailChimp App on Facebook so signup
form can ‘drop into’ Facebook with ease.

22. LinkedIn – Stay Connected
 A virtual trade show full of 24/7 networking – HubSpot
 LinkedIn and B2B – Traditionally only business
professionals used it to connect to other people in their
own industry, job leads and group conversations.
 LinkedIn and B2C – Gives people a great way to find
your products and services because they are local to
your business and search functionality is very easy to
use.
 List your company, use keywords with Specialty section,
list your location, connect to all social media platforms
your business uses and link to your blog.
 Join and participate in (your) industry groups

23. Conclusion
 Whew! We made it.
 Lots of options to choose
 Mobile – How / Where do I start?
 Social Media - How / Where do I start? Pick 1 or 2
platforms to begin with and become proficient in their
use. Better to do 1 or 2 things well than 4 or 5 things
not so well. 
 Blog – Free platforms to create and integrate with your
web site. The cost is time.
 Video – Benefits can be ginormous with good content
(Be creative!)
 Have fun!

24. Questions?? Comments??
Contact Info:
Mark Tennant
440-466-6273 – Home
440-361-9914 – Cell
Twitter - @marketennant
Facebook: facebook.com/MarkTennant
VLOG: http://marktennant.net
YouTube: youtube.com/GenevaMark
Spirit Media – 440-974-8500
THANK YOU!!!!!!!!!!