Changing Your Content For The Mobile World

Changing Your Content For The Mobile World

Adrian O’Flynn

Changing Your Content for the Mobile World By Adrian O’Flynn

What do you associate with Concern?

Once a apon a time....

And happy everybody was happy.

Like Wiley Coyote…

The ads didn’t break, reach did.

For Concern that has real consequences……

4 things we’ve done to try and solve this problem

1We changed our approach to Facebook.

Niall @Concern said “Doesn’t work to just apply what worked in other channels.”

Experimenting revealed…

The results were undeniable.

Then Achoyo reached 98,089 people.

Engagement increased 1809% in 1 year.

• Q4 2011. 18 posts = 748 total engagements• Q4 2012. 18 posts = 14,760 total engagements

Q4 2011 Q4 20120

2000

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10000

12000

14000

16000

The miracle of compound interest

The Philippines typhoon got people talking. And then texting.

It didn’t fix our recruitment problem.

But we were getting reach.

For you…

• Experiment with your brand’s message to find what fits a new channel.

• Then give that channel time to grow. Invest in building an audience.

2

Applied the same approach to email.

Email had mirrored Direct Mail.

Open rates went from 11.5% to 16%

A/B test: regular givers gave 6% more.

We were telling stories…with happy endings.

Story definition: A character wants something and has to overcome adversity to get it.

We used to just show adversity

Character. Adversity. Got it!

For you… 1) Don’t just advertise, tell stories.2) To build and keep an audience.

3

Simplifying web journeys for mobile.

Found Mktgexperiments and hired a User Experience agency

Removed all unnecessary fields & text

Clear and aligned

Big, clear, stand-out calls-to-action

Changed this 5 step checkout

To a 2 step checkout. +58%

Designed for mobile

Tested a landing page for mobile users

For you…

• Remove friction.

• Watch Mktngexperiments YouTube channel.

• A/B testing clear, bald designs what would work on mobile.

4 Invest in content not media.

3. Worth remarking upon.3)

Found this video campaign which raised $1.6m online.

Give people remarkable video content to fundraise

I had to leave my comfort zone.

Nurse Mary K. Cole

Saving lives in this place…for the last 18 years

A story we play a role in.

You can create the happy ending

#send1brick

The only solution…..

Success or failure?

Takeaways

• Experiment with Facebook and Twitter to find what part of your message fits the conversation.

• Provide value to build and audience.• Buy Story by Robert McKee. • Invest in Content not Media• Watch Mktgexperiments on YouTube instead of

Eastenders / World Cup group game.• Take calculated risks.

P.S.

“This dynamic sector is in a constant state of flux, and those who want to keep apace need to ensure that they stay up to speed.”

100+ online marketing staff…

“Marketing is the science and art of exploring, creating and delivering value to satisfy the needs of target market at a profit.” Kotler 1967.

Thanks