Mobile Media Strategy for your PR Objectives by Brian DeLong

developing a mobile media strategy for your PR objectives

brian delong

PR objectives• analyzing trends and correctly

predicting their consequences (art and science)

• implementing planned programs of action, which will serve both the organization and the public interest

• effectively counseling organizational leaders

• conference presentations

• employee communications

• social media engagement

• crisis communications

analyzing trends,predicting consequences

mobile data and devices

mobile data

mobile data

•Last years mobile data traffic was three times the size of the entire global Internet in 2000.

•World mobile data grew by a factor of 2.6 in 2010 from 2009.

• (3rd year in a row)

•Mobile video traffic will exceed 50 percent for the first time in 2011

device diversity

smartphones

•Average smartphone usage doubled: 79 MB per month, up from 35 MB per month in 2009.

•In 2010 almost a third of smartphone traffic was offloaded onto fixed networks via dual-mode or Femtocells.

smartphones

•AT&T Q1 2011 stats

•5.5 million smartphone sales

•largest first quarter ever

•40% blackberry, android, windows 7

•60% iPhone

tablets

•In 2010, 3 million tablets were connected to the mobile network, and each tablet generated 5 times more traffic than the average smartphone.

•Mobile connected tablets will generate as much traffic in 2015 as the entire global mobile network in 2010.

tablets

laptops/netbooks

•There were 94 million laptops on the mobile network in 2010, and each laptop generated 22 times more traffic than the average smartphone.

analyzing trends,predicting consequences

smart phone users and activities

who

who

what

where

when

when

why ?

predictions•continued growth of the mobile space for

next 3-4 years at least :)

•expansion of media formats (video)

•extension of attention windows

•new methods and interfaces of consumption

• tablets and other devices

predictions• do vs browse mindset will be the catalyst for

the evolution of “app”

• experiences will be packaged as “apps”

• apps = “targeted experience that you “own” “

• technology and device agnostic

•web apps will grow in popularity/experience

implementing planned programs of action

serving the organization and public interest

strategy phases

mobile metrics• Google Analytics - gives you some general ones now

• Platform, Connection/Provider

• Time of Visits

• Visitors - Visitor Trending - Visits (by hour)

• Percent Mobile - details

• Specific Devices, capabilities, versions

• http://www.percentmobile.com

• free starter edition and paid plans

plans of action

•More than just a small version of your website and informing the customer

•External Use Case Opportunities

•Internal Use Cases Opportunities

external opportunities

•Check In Application

•Mobile DRO - Drug Reference Online

internal opportunities

•Paperless System

building blocks

building blocks

Native Apps• Positives

• UX/UI Performance

• Device Capabilities

• Monetization – Miropayments

• Negatives

• Cross Platform

• Loss of Control

• Linkability

• Findability/Discovery

• Cost

• Resources

Webapps• Positives

• Cross Platform

• Ultimate Control

• Linkability

• Findability/Discovery

• Offline Solved

• Home Screen Available

• SEO

• Negatives

• UX/UI Performance

• Device Capabilities

• Micropayments

native vs webapp

•Long term the web will win

•Seen it played out in the desktop market

•At present - experience dependent

•Angry Birds - Native

•Most Apps - web app or web browser in a native wrapper

takeaways

•mobile is PART of an engagement and media strategy with YOUR audience - find out who they are, what they want, and where and when they want it

know your audience

build for them

takeaways•mobile is PART of an engagement and media

strategy with YOUR audience - find out who they are, what they want, and where and when they want it

•mobile users are different

• devices (screens, interfaces, connectivity)

• usage patterns

• times of engagement