Mobile & Social: The Perfect Content Marketing 1-2 Punch

Mobile & Social: The Perfect Content

Marketing 1-2 Punch

Jon Wuebben - CEO, ContentLaunch

Content Marketing is great…

…but Multi-Channel content marketing is HARD!

@JonWuebben

71% of social media users are using mobile

devices for access.

Twitter and Facebook have improved and refined the user experience for mobile,

making it an invaluable platform for marketers

@JonWuebben

40% of all Internet activity happens via

mobile devices.

It won’t be long before the majority of your prospects will be connecting with

your company via mobile.

@JonWuebben

Key Trends • Mobile is rewriting the rules of social media marketing!

• Desktop social media is starting to fall, while mobile and tablet

social media usage is increasing (CONVERGENCE)

• There are differences in the ways people use smartphones and

tablets for social media

• Facebook marketing has become more complex, with less focus

on desktop oriented brand pages and more focus on the

newsfeed

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W• B

W• B

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Social Network Marketing

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Content Marketing @JonWuebben

Understanding Context is Critical

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Twitter & Mobile Use @JonWuebben

Convergence of Mobile & Social

• Mobile & Social are now tied together

• 74% of companies called the mobile/social convergence “very

beneficial” (2012 ANA/MediaVest Survey)

• However 35% felt their internal organization is too siloed to

take full advantage of mobile (same thing marketers felt about

social media a few years ago)

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3 Mindsets Mobile Users Have

• Microtasking, when a user is engaged in short periods of

intensive activity

• Local, when a user seeks information about or to support them

in their current context

• Bored, when the user is looking for

distraction, novelty or entertainment

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Mobile + Social Interaction ModelFive different types of interaction to be managed:

• Connecting to others

• Exposure, viewing information and activity within your network

• Sharing information with others

• Providing feedback on shared information or on a specific topic

• Communicating directly with others

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Getting the Basics Done• Make your content readable on mobile (The Fix: Responsively designed website)

• Make your site feel like a mobile site– It’s all about touch, swipe, and that feeling of a full-screen, laid-back experience

– Readers tend to view more pages & spend far more time with your content

• Create custom, mobile-only assets– Softchoice recently put out an app that packaged all its various content assets into a single,

unified reading experience.

• Go for web, not native (most of the time)– Apple’s App Store is not always the best place to publish content(requires several steps for users

to access it)

– Go with a web app, or optimized website, instead of investing time and money on building a

closed-off native app

– All your SEO efforts & existing social traffic continues to contribute to your mobile visits.

• Get on the hot mobile social networks: Vine & Instagram– Where is your audience hanging out on mobile? Find their favorite apps, and start entertaining,

educating, and bringing your brand there (See GE’s Instagram Feed!)

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Tools & Ideas

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Mobile Tools to Improve Your Social Media Marketing

• #1: Send SMS (Text) and Video Messaging With Mogreet Express

• 97% of mobile subscribers read an SMS within 15 minutes of receiving it. 84%

respond within 1 hour

• Mogreet Express lets you create SMS (text) or video messaging campaigns to incorporate into

social media

– Build a database of customers who want to receive your information and offers

• Promote your campaign on Facebook and Twitter. The easiest way to do this is by using

language such as: “Become a Mobile VIP. Just text YOURKEYWORDHERE to 12345

• Once you’ve promoted your new SMS (text) campaign and customers begin to opt in, message

them with valuable offers

• Incorporate your mobile call to action throughout your social media and you extend

conversations with your customers beyond Facebook or Twitter

@JonWuebben


• #2: Run Mobile-Friendly Facebook Contests With Heyo

• Heyo makes it easy to build a contest on mobile that integrates seamlessly with

Facebook

• To make sure mobile users receive the best user experience, Heyo’s smart URL

automatically reroutes mobile users to the right location

– If users are on a desktop, they’re sent to the native Facebook tab

– If they’re on a mobile device, they receive the mobile contest application

• Heyo's easy-to-use dashboard lets you create beautiful pages in minutes

• Heyo is the easiest way to create engaging campaigns that are social and mobile

– Drive traffic, leads and sales with a Facebook contest

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• #3: Measure the ROI of Mobile Marketing With LogMyCalls

• People who search the Internet for food using their phone or tablet have nearly a 90%

conversation rate

• 64% of searchers with smartphones convert within one hour of their mobile search activity

• One of the top converting metrics is a phone call. With such high odds of a mobile

searcher clicking to call your business, tracking and measuring calls are vital

• LogMyCalls gives you a full suite of tracking features to track every call generated by your

mobile advertising and measure the return on your investment

• When your customer is mobile and calls your tracking number from a Facebook ad, a

billboard or any other mobile advertising unit, you easily identify which media outlets

perform best and which convert leads to sales

@JonWuebben

Social Media Marketing Ideas to Grow Your Business

• #1: Connect With Prospects On LinkedIn Mobile

• LinkedIn mobile app brings a streamlined version of the desktop site to your

smartphone or other mobile device

• From your LinkedIn home page, tap on your profile photo to access your profile screen

to see who has viewed your profile recently

• If someone has viewed your profile, it’s a good indication that they might be interested

in hearing from you

• With the mobile app, you can reach out to them from your phone or tablet

– Tap on their profile photo and say hello to them via LinkedIn

• Allowing the app to send you push notifications is a great way to stay in touch with your

LinkedIn connections

@JonWuebben


• #2: Build Your Brand on Instagram

• Instagram can be used to promote your corporate brand

• Dave Kerpen, CEO of Likeable Media, uses Instagram to build brand awareness

by posting pictures of the Likeable foam hand at baseball games

around the country

• Shelly Kramer, founder of integrated marketing firm V3 uses humor to extend

her brand’s personality when she shares Instagram photos with her

clients

• When you post images from your mobile device to Instagram it can help you

form a strong connection with your audience and build a visual representation of

your brand

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• #3: Use Promoted Tweets to Target Mobile Users

• 55% of users who log into Twitter do so at least once using a mobile device

• Reach them by using Promoted Tweets to display your tweet to users who access

Twitter from a mobile device

• Sprint uses promoted Tweets to capture the attention of potential customers who are

using Twitter from their smartphones with a tweet that offers $100 to people

who switch to Sprint as their mobile carrier

• Sprint’s Promoted Tweet is surfaced only to users viewing Twitter on a mobile device

• Mobile targeting on Twitter will let you tailor tweets to appeal to prospects and

customers who use smartphones

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• #4: Drive Traffic to Mobile Sites With Facebook’s Promoted Posts

• Unlike Facebook Ads or Sponsored Stories, which display in the right

sidebar, Promoted Posts are visible to mobile users because they display in

the Facebook news feed

• Promoted Post can drive traffic to a landing page on your mobile website

• Use Facebook’s Promoted Posts to show ads in the news feeds of mobile

users

• Retailers, e-commerce sites, mobile app developers and traditional

businesses have all used Facebook’s native advertising to acquire new

customers cost-effectively

@JonWuebben


• #5: Use a QR Code to Increase Your Social Audience

• 27% of all smartphone owners have scanned a QR code

• Great way to connect with people using social media on their mobile devices

• Simple technique to get more Twitter followers using QR codes: – Copy the URL and visit Mobile-Barcodes.com

– Paste the URL into the QR code generator and hit Submit

– You’ll have your very own QR code, which can be saved to your desktop

• Add the QR code to any printed materials—business cards, brochures, posters

• People who scan the QR code will be driven to your Twitter page, where they can

follow you from their mobile device

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Case Study: How Intuit’s Facebook Strategy Changed

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Intuit Innovators Program: Cementing Social/Mobile Integration

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Social Media Promotions: Best Practices• Branded apps must be configured for mobile

– Apps designed for the desktop may not work

• Lower the barrier to entry– Entry forms should be simple and mobile integrated

• Provide options– Give users the ability to upload content or images with any device

– For many brands, mobile is becoming a dominant source of content

submissions

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Take Aways• Sync up mobile and social teams within the organization

– Intuit and Capital One have named one executive to lead both disciplines

• Create share-worthy content! (especially with video)

• Consider going mobile first for social media initiatives– Smaller palette forces you to focus on what’s most important

• Don’t confuse or frustrate your users– Sending users from a mobile social media campaign to a webpage that is not

mobile optimized is a problem

• Photo (and video) content is more important than ever

• Start NOW to take advantage of the mobile migration

• Think smaller with Facebook marketing– Focus on newsfeed content, imagery and ads

• Mobile and Social are forever intertwined

@JonWuebben

• B

Content Launch

• Produce blogs, white papers, ebooks, case studies & more

• Work with 200 companies in over 50 different industries

Contact InformationJon Wuebben:

• (909) 437-7015 mobile

• [email protected]

• Twitter: @jonwuebben

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Questions?

@JonWuebben