1. Presented by: Raul Vielma Director of Digital Solutions 561-820-4277 rvielma@pbpost.com Think Outside the Banner – What’s New & What’s Next Melissa Patterson Mobile Editor 561-820-4012 mpatterson@pbpost.com Elissa Nauful Founder/CEO Ballywho Interactive 813-347-4400 elissa@ballywhointeractive.com April 15, 2011 RealSolutions.PalmBeachPost.com
2. What you can expect to get out of this workshop The rapid adoption of mobile devices Mobile terms you need to know The who and what of mobile usage Mobile influence of consumers What is community in social media Platform review The evolution of social media What gets measured gets done 2 2
3. mobile Adoption of mobile devices Mobile Terms you need to know Who and what of mobile usage Mobile influence on consumers 3 3
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5. More people will use their phones to browse the Web than their computers by 2013 (prediction)
6. Global smart phone shipments surpassed PCs in Q4 2010
7. U.S. mobile ad spending to reach $1.2B this year (prediction)
8. One-third of all American online consumers (82M people) will own tablets by 2015 (prediction)4 Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey
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10. Feature phone: A low-end phone for calling, text messaging or basic Web activities
20. Household income of $75,000 or more (41%)Top 5 ways mobile phone users use their phone: Make local and long distance calls (75%) Text (49%) E-mail (19%) News/Traffic (15%) Search (14%) 9 Currently own a mobile phone: 1,271,100 Source: 2010 Scarborough Report, Release 2
21. Fact or Fiction: Smart phone users FICTION! Fact or Fiction: Only young people use smart phones. Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up. FICTION! 10 Total Palm Beach County Adults: 1,025,700 Source: 2010 Scarborough Report, Release 1 Source: 2010 Scarborough Report, Release 2
22. Fact or Fiction: Smart phone users FACT! Fact or Fiction: Smart phone users make money. FACT! Fact or Fiction: Smart phone users are educated. 11 Total Smart Phone Users: 541,600 Source: 2010 Scarborough Report, Release 2 Source: 2010 Scarborough Report, Release 2
23. 1 in 3 mobile search queries have local intent Mobile Influenced Sales & Engagements Find local store hours Search near My Location Get driving directions Find friends nearby Browse What’s Near Me Now Call a local business Locate a business on maps 12 Source: Kelsey Group as presented by Google, 2011
28. Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location + Friending... 14 Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11
29. Download Complete: Mobile 85% of our local market adults use a mobile device Mobile phones are used not just for making calls People are looking for local information with their mobile device Mobile advertising can deliver your message to people on-the-go Social features have increased mobile usage 15
30. social Relationships and Intimacy What is community? Newest tools and tips: Platform Review Understanding messaging Collaboration and community Empowerment and internal messaging The evolution of social media What gets measured gets done 16
31. What is Web 2.0? A new set of internet tools that enable shared community experiences, both online and in person Here, a community is a group of people (large or small, local or global, public or membership based) who have common interests and connect with one another to learn, play, work, organize and socialize. Social media is a communication tool and form of word of mouth you manage to drive brand awareness, the most critical basic form of advertising. 17
32. Why does social matter? It has never been more important to develop an online presence and integrate that with your marketing tactics Social is everywhere and it is changing and there is an evolution which is causing a revolution 18
37. Platform: Facebook Facebook Demos: 550M people are on FB, 1 in 2 are on every day for an average of 22 minutes and the average Facebooker has 130 friend Updated user stats Places Page enhancements Metrics Search Tips Custom Tabs 23
39. Platform: Twitter 155 Million Tweets are sent out every day that is a 41% increase from LAST MONTH New Interface Best Uses of Twitter Analytics Which tweets are spreading Who is most influential Klout Omniture Twitalizer 25
40. Platform: YouTube YouTube exceeds 2 billion views per day 24 hours of video are uploaded every minute Average person spends 15 minutes a day on YouTube 94% of Ad Age’s top 100 advertisers have run campaigns on YouTube and the Google Content Network 26 Source: The Viral Blog
42. Platform: Four Square What's Foursquare's main feature?Foursquare allows you to share your location with friends. So, when you walk into a bar or restaurant or mall, you "check-in" (Foursquare's term) on your cellphone or mobile device, and your friends will see where you are on a Foursquare map. You earn points and "badges" for checking-in frequently, or at a certain time. If you raise enough points you become "mayor" of a certain area. What's in it for the businesses?Starbucks is testing Foursquare as part of its customer-loyalty program, and other companies are also using it to reward frequent visitors. Foursquare is rolling out a free analytics program that will give participating businesses detailed information on who is checking-in to their locations, and give them the ability to communicate with the visitors. What's in it for Foursquare users?Connecting with friends, the fun of earning badges, and various perks from the places where they check in. Foursquare also gives you access to your check-in history, giving you a snapshot of where you go, who you meet there, and what you're spending money on. 28 Source: http://theweek.com/article/index/200751/What_is_Foursquare
43. Reputation Management What do you know? Keywords Tracking Real Time tools Hootsuite Tweetdeck Google Alerts Enterprise tools SM2 Radina6 29
44. Review Changes in the social landscape What is social media half-life The integration of social into life How new tools change the direction and our focus 30
54. How is social changing communities?Why does it matter? 36
55. Key steps for creating a community Chose the platform (Facebook, Twitter, etc.) Define your measurement of success Determine your communication method, video, audio, text… Who is your internal champion? Who is going to deal with: Moderating Tone Content Collaboration Cultivation Growth 37
56. Tips for Effective Community Building To build a thriving online community, there must be:1. A strong, compelling user purpose 2. Communication tools that make it easy to connect and a user interface that supports connection 3. Content/Events to draw users back and give them opportunities to mingle 4. History, or backstory, that creates an affective bond 5. Identity/Status/Reputation - facilitate creating and displaying who a member is 6. Boundaries/Groups - special groups or levels for members of different status 7. Trust - needs to be embedded within the structure of the site and interactions with and between members. 38 Source: Guide to Building an Online Community An inside look at how and why people connect virtually By Shara Karasic, Work.com Community Manager
57. How to establish a fan base Internal marketing Link Building Cross Promotion Twitter Lists Mentioning other fans/friends 39
58. Download Complete: Social Media Complete marketing and web review Real terms, take a hard look at your marketing and communication Determine your target demo Who are you talking to? Be authentic Keep it real Be consistent Let people know who you are Share Be multi dimensional Video/Audio Be active Don’t create and flake 40
59. Questions? To download presentation go to: bit.ly/DDseries3 32 What’s next from The Palm Beach Post
