Mobile and Public Relations: Making the Most of this Untapped Duo
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For some public relations professionals, mobile technologies may seem to have little bearing on the day-to-day. In reality, everything from QR codes to location-based applications can be exploited to maximize the impact of your PR strategies. This session will discuss the role mobile tactics can have in your PR plans, and how you can begin implementing them today.
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Mobile and Public Relations: Making the Most of this Untapped Duo
- 1. Mobile and Public Relations Make the Most of this Untapped Duo
- 2. What does mobile have to do with PR?
- 7. Why Mobile?
- 8. Avoid “Shiny Object Syndrome””
- 9. Strategy
- 13. What is SMS? Photo Credit: Quinn.anya
- 14. SMS Advantages
- 15. Direct response demo Text “Kcrane” to 50500
- 16. Scan Codes
- 17. Already in use
- 18. Innovative: produce tags in Japan Source: http://www.seo-blog.com/qr-codes.php
- 21. Try It!
- 22. Have fun!
- 23. Barcode scanners Photo Credit: Dougww
- 24. Location Based Services (LBS)/Games
- 25. What’s Next? Photo credit: umpcportal.com
- 26. Brainstorm Photo credit: Juanedc
- 27. Questions?
- 28. Kellye Crane E-mail: kellye@cranecom.com Twitter: @KellyeCrane Blog: Solo PR Pro
Editor's Notes
- By Kellye Crane, Solo PR - http://solopr.com/
- We all know that we’re not just communicating with journalist gate keepers – we’re now sharing our info direct with the organization’s audience/communityYou can now link any item in the physical world to digital information about it
- Improved response ratesTargeting Measurable and Traceable – help demonstrate ROI of given campaigns/initiativesIncreased interaction and Relationship buildingDirect one-to-one communication PR can play a key role in cross-silo integration (advertising, direct response, interactive, etc.)
- Try not to chase every new technology that comes along.As with anything, define your goals and objectives first .
- Know your audience – are they high or low tech? what devices do they use?Optimize the websites/content you’re driving them to are mobile-friendlyWhere is the User and will they have an opportunity to use the mobile technology (e.g., not driving)?How can you engage them in a unique way, specific to the mobile platform?
- Before we get into specifics, let’s look at some strategies for PR/mobile integration that are easy-to-implement
- You can use mobile codes online, or on your hard copy materials.It’s super easy to create these codes – we’ll get into that in a minute
- Direct users to your rich media information. You can put codes to the newsroom on your business cards, other printed materials
- 160 character text messagesDoesn’t require a smartphoneSMS is the most common phone-based activity among U.S. cell phone users of all agesOpt-in: Users text a company-selected keyword to a “short code” to opting inYou can purchase your own short code, or rent
- Advantages:Send a link to info on products or services Keyword tracking Instantly received—and the majority of consumers view every text message.examples:mobile coupons (use PR methods to promote)text to win contest entriesmobile calls to action – text X to X number for the link/info/etcscavenger hunts
- Used site http://www.contxts.com
- Currently, most common scan code is QR code (stands Quick Reponse). Microsoft has a “tag,” too.
- On the left is JC Penny couponing initiative, the right is Best Buy’s onsite integrationSome airlines are also using QR codes sent to your mobile phone to be used in place of boarding passes
- Scanning the code on a produce sticker takes you to a page where you can see where it was grown, additional facts, etc.
- The NYT Magazine cover is a QR code made of balloons!Use by publishers of scan codes to increase ad response means those working at print and online publications are very familiar with this technologyStarting to see QR codes along with articles for rich media -- aay want to start providing QR codes as print-ready artwork
- Temporary tatoos at the oral cancer event; TBank billboard at airports
- Immediate price check while you’re in the store
- Mobile loyalty programsPaymentsTablet media outletsAugmented reality (Layar, etc.)
- Use a code at tradeshows that links to show activities: speakers, networking receptions, announcements, white papers, demos or podcasts. At an event, link to a real-time feed of tweets, etc.Mailed invitations can have a code directing to the rsvp mechanismSome have put a QR code on a t-shirt (this will get old soon, but novelty there for now_Scan to tweet (with suggested text for your tweet)Scan code links to the Google Maps URL for directions from Point A to Point B. Media contacts can opt-in to ongoing text updatesSomething subject to change in your printed piece? Include a QR code that directs readers to the latest info onlineLead people to leave reviews for your business/products Link to video demos Solicit donations for cause-related marketing