Making Mobile Work For You, SIPA 2012 Washington DC

Making Mobile Work for You

SIPA

May 21, 2012Mary Kay Lofurno

Making Mobile Work for You

• What we’ll cover– Introduction– WIS– Background– Challenge– SAPinsider and insiderPROFILES apps• Outcomes/Impact

–WebSphereinsights digital magazine• Outcomes/Impact

– SAPinsider Event Scheduler app• Outcomes/Impact

Mary Kay Lofurno, Director of Interactive Marketing at WIS

• Online marketing since 1997• Before that, traditional direct marketing• Areas of expertise:

Search Engine Marketing/Online Marketing Search Engine Optimization Web Analytics Social Media Database Marketing, including LTV, LFM, RFM, and LMA

• MBA, Marketing, University of Hartford• Certificate in Internet Systems, Bentley University• “Marketing Geek”

• Conferences and Seminars

• Custom Training

• Online Communities

• Books

• Magazines

• Knowledgebases

• Journals

• And more!

Subsidiary of the UCG Corporation

Wellesley Information Services (WIS)

• WIS’s longest-running magazine

• Available in print, online, and mobile app formats

• Controlled circulation, free to subscribe

• The premier source of information on product and service initiatives coming from SAP and its partners

• Subscribers enjoy: Strategic direction and guidance from

top SAP executives Practical advice on how to make the

most of their SAP investment Insiders’ insights on new SAP products

Background: SAPinsider

• insiderPROFILES is the companionmagazine to SAPinsider

• Launched in Q1 2010• Also available in print, online

and mobile app formats• Represents the voice of the

SAP customer

• Offers detailed profiles of today’s most influential business and IT leaders: Their strategies Their best practices How they deploy SAP systems to

achieve their objectives

Background: insiderPROFILES

Quick Stats: Our Readership

• 125,000+ qualified readers worldwide Our readers include SAP install base customers, SAP partners,

and SAP employees

• 65% of readers are based in North America, 24% in EMEA, 9% in APAC, and 2% in other worldwide locations

• Audience roles include senior-level management, directors, analysts, developers, and project team members Key decision makers responsible for their companies’

strategy and technology investments

• We straddle both a business and IT readership

The Business Challenge

• Market conditions• Mobile device use for the

audience we serve• How do we best serve our

European customers?• Organizational barriers to entry

• Antiquated, homegrown CMS• Versions behind in Adobe

InDesign, InCopy, and Woodwing • Limited IT bandwidth• No experience with mobile on:

Management team Product team Marketing team IT team Art department

WHAT DO WE DO?

We need to maintain our edge!

Course of Action: We Waded into the Water…

• Evaluated a full range of options from native app development to software tools

• Chose Texterity Digital magazine solution

• Driving factors: PDF Authentication option Cost Least obtrusive solution to org challenges Gave us a starting point

It was enough to get our feet wet!

Our Mobile Apps

• Launched 4/25/2011• iPad, iPhone, Android,

and Kindle Fire versions• 61,444 sessions• 14,055 new users• Geographical distribution:

North America 39%Europe 30%Asia 17%

• Launched 10/17/2011• iPad, iPhone, Android,

and Kindle Fire versions• 3,186 sessions• 1,022 new users• Geographical distribution:

North America 50%Europe 28%Asia 11%

Our Mobile Apps (continued)

• Outcomes:• Advertiser supported, immediately 250% profitable

• 50% of subscribers are new names

• Instant credibility with end users and partners

• Organizational benefits:• Product – Content development model shift

• Marketing – Mobile marketing

• IT – Mobile subscription pages

• Art – Designing with mobile in mind

• Management Team – Update systems, ushered in new CMS

Next Step: Time for a Swim with Mobile App

• New product, first all-digital magazine, optimized for tablets and smart phones

• Lead with the digital magazine before magazine Web site (Phase 2)

• C-level executives, managers, and developers in the IBM WebSphere space

• Known thought leader with an established track record in the WebSphere vertical

• Content originates from our new Sitecore CMS

• Content is rendered by new CMS to fit the device

• Hired a development group to help us build the framework of the mobile app delivered through the new CMS

WebSphereinsights digital magazine launch

Mobile App

Outcomes:• 400 subscribers in the first

week and climbing• 24,315 PVs, 1,443 Vs, 871

UVs, 10 min 30 sec TOS• Social Buzz on the UI

Mobile App (continued)

Organizational benefits:• Product – Launch innovation; digital magazine/mobile

first, then Web• Marketing – Sophistication with analytics and marketing

tactics• IT – More familiar with the new CMS and mobile delivery• Art – Now truly designing for new media• Management Team – The right technology in place, a

roadmap for implementing mobile across all our products and services

• Template developed for digital magazine (including code and installation) will be used again for other publications (shared costs)

Wait…What about Native App Development?

• Background: • Event Schedule App

Mobile Scheduler App for Event Attendees Vendor went out of business

• Course of Action: We built our own• SAPinsider Mobile Agenda• https://secure2.wispubs.com/mobile/events/SCMPPC2012/

Orlando• Works on Safari and Chrome

• Outcome:• Attendees could download their session schedule on their

phones at events.

So Come on in … The Water is fine!

Thank you!Mary Kay Lofurno

www.linkedin.com/in/marykaylofurno Email: [email protected]

Phone: 781-751-8672