30 Things U Need to Know About Social and Mobile…takeaways from the Social+Mobile event (Local Media Association/Borrell Associates/Local Search Association)
Leading Mobile App Development Companies in India (2).pdf
So+mo 30 things 2 know sept 11 webinar pc final2
1. 30 Things U Need 2 Know When
Selling Social & Mobile
Presented by
Nancy Lane, President, Local Media Association
Shannon Kinney, Client Success Officer, Dream Local Digital
September 11, 2014
2. Mobile is Going to Be HUGE
• Mobile will be a $72 billion business at
maturity; it’s $5-7B right now (Greg
Stuart/Mobile Marketing Association)
• By comparison, newspapers were at $50
billion at their peak
• Local media companies must develop
strategies now
3. Mobile Stats Off the Charts
• The average person looks at their phone 150
times/day (Greg Stuart/Mobile Marketing
Association)
• Average teenager sends 3,300 text
messages/month (Greg Stuart/Mobile
Marketing Association)
4. Location-Based Marketing – Make This
A Priority
• 70% of consumers will share their location info if
they get something of value in return such as
coupons, rewards, etc. (Thrive Analytics)
• If you don’t pay attention to location in mobile,
you will get passed by (Luke Edson/YP)
• Geo-conquesting is a new opportunity for mobile
targeting. It’s when a perimeter is set around a
competitor's location. Ads are served only 2
mobile users in that area. (Thrive Analytics)
8. Mobile Search is Undersold
• Search is moving to mobile in a huge way; and
mobile searches result in more sales & calls to
action. Digital agencies need to sell more
mobile search campaigns to ensure best
results for clients.
• Restaurants represent the biggest mobile
search category followed by retail and local
service industries (Luke Edson/YP)
9. The Jury is Out on Apps
• ESPN shut down more than 40 mobile apps to
focus on getting it right. Good decision? They
jumped from 1 million downloads to 55
million. They are betting on scale. (JonPaul
Rexing/ESPN)
• Our recommendation to local media
companies: focus on one-two really great apps
for your market. Don’t go ‘app-crazy’!
10. Service Categories – Huge Oppty 4
Digital Agency Services
• Service providers need our help more than any
other category: 9 out of 10
plumbers/electricians/HVAC/etc. have no social
presence; well over half of them don’t have a
website and of those that do, 8 out of 10 have no
search engine visibility. (Neal Polachek)
• Recommendation: sell packages to these targets
using an inside sales team at price points of
$300/month or less (annual contracts required).
12. Healthcare – Huge Opportunity Area 4
Social Media
• Only 26% of hospitals & healthcare
organizations are employing social media in
their marketing plans. Huge opportunity!
(Matt Baldwin/Borrell)
• Assign a specialist on your team to handle
healthcare; they should become a subject
matter expert. Hospitals/healthcare
organizations have large budgets.
13. Facebook Rules When it Comes 2
Social Media
• 152M using Facebook every day in the U.S. & Canada; 127 M are
accessing it via a mobile device (Ted Zagat/Facebook)
• 22% of all time spent on mobile is spent on Facebook and
Instagram. Wow! (Ted Zagat/Facebook)
• 1.5 million SMBs are advertising on Facebook on a monthly basis;
30 million have Facebook pages (Ted Zagat/Facebook)
• All of ESPN’s events are hosted on Facebook instead of their own
site (including info on event/registration/etc.) – as a result their
attendance has been much higher (JonPaul Rexing/ESPN)
14. ESPN – All Events Go Thru FB
Fantasy Football
Event Example
15. Facebook Recommendations
• Digital agencies: clients must have a good
presence on FB; they need our help!
• Media companies need to effectively use this
platform in more engaging ways
• Consider managing your events through FB (if a
big brand like ESPN is doing it w/ better results
than their own sites, that speaks volumes!)
16. Maximizing Social Media Results
• Photos and videos give your social posts a 60%
lift (Shannon Kinney/Dream Local Digital)
• Content that is different and quirky gets noticed
on social; you need to get creative if you want to
go beyond likes! (Shannon Kinney/Dream Local
Digital)
• Clicks don’t matter; if that’s what you are
measuring you are not serving your client’s best
interest (Ted Zagat/Facebook)
17. What 2 Know Re: Instagram
• Instagram has over 60 million photos uploaded every
day (PJ MacGregor/Instagram)
• Exclusive content on Instagram matters/consumers
expect to see something different. Huge opportunity
for SMBs and media companies to engage with their
communities. (PJ MacGregor/Instagram)
• Digital agencies should incorporate Instagram into their
social media offerings; media companies should also
be using this platform in a big way
18. What 2 Know re: Pinterest
• Pinterest has 60 million users; 75% access the site via a
mobile device; 70% of users are women but male
audience is growing (Joel Meek/Pinterest)
• Pinterest has launched an ad beta program. Want to
participate? Go to ads.pinterest.com to sign up. (Joel
Meek/Pinterest)
• Working with SMBs on their Pinterest strategy?
Inspiring pinning directly from their website is critical
to success. Also be sure to use Pinterest analytics to
measure results. (Joel Meek/Pinterest)
19. LinkedIn- 2 Recommendations
• Thought-leader status w/ LinkedIn’s publisher
tool – coming soon for all LI users!
• Sales Navigator – new prospecting tool from
LinkedIn – will shift sales from cold calls to
social selling. To build relationships today, you
need to be focused, informed and trusted.
(Lutz Finger/LinkedIn)
22. Nancy’s Top Recommendations
1. Start selling location-based mobile advertising –
highly targeted, great results for your clients
2. Develop specific business plans for service
categories and healthcare
3. Tap the power of LinkedIn for lead generation and
to develop thought-leader
status
4. Develop a separate business
plan for social; lead agency
calls w/ social offerings
23. Shannon’s Top Recommendations
1. Publishers no longer have the luxury of not
recognizing the power of social and mobile
platforms for their businesses OR their advertisers.
Don’t be left behind
2. Strong partnerships on the digital agency side can
lead to real business transformation
3. Many challenges Publishers face are more about
sales training, skills development and proper
prioritization and incentives vs. technology
4. Adoption and prioritization must come from the
top-down, empower middle managers to execute
5. Invest in lead generation
