go mobile or go away detroit chamber 11.08.10
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TRANSCRIPT
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©2010 Christina “CK” Kerley/CKB2B All Rights Reserved
Go Mobile… Or Go Away
B 2 B
Mobile Benefits • Mobile Tools• Mobile Tips
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Think Mobile Is Only
For B2C
Audiences? (Think Again.)
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When was the last time
you saw business
professionals without
their mobile phones?
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Make No Mistake: Mobile media is Business media.
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While Marketers Have Been
“Going Social”. . .
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Their markets have
ALREADY gone mobile.
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The numbers are positively
Mind- Blowing
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Half The Planet Is Currently Mobile.
3.4 BILLION People Have Mobile Phones.
(and that number is forecast to soar higher)
Findings here
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14.7%
106.5 Million Viewers
50% 3.1%
500 Million Users
1.7 Billion
Netizens
As Compared To Mobile’s 3.4 BILLION Subscribers?
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M O B I L E
Mobile
Web
Sites SMS
Alerts & Campaigns
Video
& Audio
Mobile Advertising
Mobile Apps,
Utilities &
Extensions
Location-Based
Services
QR/2D
Barcodes
Mobile
Augmented
Reality
Mobile
Social
Media
T O O L S
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Exponentially Increase Reach Anytime-Anywhere Purchasing Opportunities Wide Variety of New Marketing Tools Uniquely Personal, “Immediate” Media 100% Measurable ‘First-Screen’ Brand Impression Lead-Generation Opportunities Maximize Existing Investments, And Content
#1
#8
#7
#6
#5
#4
#3
#2
#9
#10
10 Benefits
Of B2B
Mobile Marketing
Brand Presence In Mobile World
Extend Brand Value Across Mobile Media
TOP
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And The Web? That’s also going
Full-On Mobile
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Morgan Stanley analysts predict the Mobile Web will be bigger than desktop Internet use by 2015—with
Gartner projecting mobile devices to overtake
PCs as the most common Web devices by 2013.
‘First Screen’ In 3-5 Years
Morgan Stanley findings here. Gartner findings here.
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You think mobile is
Only (Smart)Phones?
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(which are mobile devices, too.)
Don’t forget the exploding new market category of tablet computers.
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Think Apps Are Just For Fun?
They’re Taking Over The
Enterprise, Too.
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IBM predicts that Mobile applications will surpass traditional platforms in the enterprise market by 2015
as the popularity of smart phones and tablets continues to surge.
Mobile Apps To Surpass Traditional Enterprise Apps By 2015
Findings here
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How Does Mobile
Change The Way
We Live Now?
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We Simultaneously Live In
2
Worlds.
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And We Expect
Media That
Moves With
Our Every Move.
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We are A Multi-Tasking,
Multiple Conversations,
Multi- Channel Society
The New Normal
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What Ways Can B2Bs Be Using Mobile NOW?
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Mobile Web Sites
Web sites that are developed for
the small screens of mobile phones to deliver a superior
experience for prospects and
customers.
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Have you viewed your site on a mobile phone, lately?
(Um, Yikes!)
… Chances are, you need to
optimize your site and other content for the smaller mobile environment.
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Make Your Web Site Mobile Friendly (Not Mobile Foe)
An imperative for all B2Bs is optimizing your EXISTING and FUTURE content for mobile environments.
This can mean creating mobile-friendly Web sites, not just
mobile access to your current Web site, and providing users with shorter versions of lengthy content pieces, as well as in different content formats(e.g. video, audio).
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MobilePlaybook.360i.com: Web site
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MobilePlaybook.360i.com: Mobile Web site (optimized for smartphones)
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MobilePlaybook.360i.com: Mobile Web Site (optimized for iPad)
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Keep In
Mind!
Unlike Apps, Mobile Web sites
are viewable from ALL
Web-enabled Phones.
(as they are browser-based)
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Start Smart! Implementation
Tips
1. Choose content wisely (not much room on mobile!).
2. Keep copy tight and to the point.
3. Consider all mobile devices (smartphones, tablets)
4. Enlist an experienced design/tech partner.
5. Auto-detect all sites. 6. Promote! 7. Track Mobile ROI.
Mobile Web Site
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Video
The use of video in campaigns, case studies,
discussion of best practices, branded
entertainment segments, tips, etc.
Note: Video pertains to mobile devices like smartphones that have the capability to view video.
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“Show” The Stories You Already Tell.
Due to the complexity of B2B industries and offerings, their content is often lengthy and technical and thus, very difficult to view on small mobile screens. It’s not that B2Bs need to rethink their content, but their formats… with video (and audio!) a ripe option for audiences accessing content from their mobile devices. Produce quick video (or audio) segments that show the tips you tell in your articles and creating visual case studies in addition to the longer text formats available at your Web site.
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Keep In
Mind!
Video (and audio) Not Only
Works For Mobile, But For All Web Efforts, Including Social
Media, Web Site, Landing Pages,
etc.
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Start Smart! Implementation
Tips
1. Audit all content for video opportunities.
2. Differentiate from competitors’ use of video.
3. Create an editorial calendar.
4. Keep videos short. 5. Promote! 6. Track Mobile ROI.
Video (and Audio)
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SMS Alerts
BMW: Joy is here:
http://bit.ly/aju1hy
Text alerts that are sent to mobile device users
via short message service (SMS) that
can’t be longer than 160 alpha-numeric
characters.
Note: All SMS Alerts Must Be Sent Only To Opt-In Subscribers!
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Create A New Communications Channel
With Your Content.
Just as you create opt-in email newsletters to “push” content to your audience, opt-in SMS alerts can open an entirely new, uniquely
personal and instantaneous communications channel with your audience.
And where B2Bs can win over their business audiences is by
delivering information that is of a timely and breaking nature to their business audiences, as with alerting them to important
developments, industry news and thought leadership tips to overcome challenges.
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Keep In
Mind!
You Can Share A Shortcode
To Get To Market More
Quickly/ Economically or Buy your own.
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Start Smart! Implementation
Tips
SMS Alerts
1. Determine Budget—dedicated or “shared” shortcode?
2. Pinpoint an SMS vendor. 3. Identify Content Focus. 4. Grow your SMS list
organically—100% opt-in. 5. Pinpoint frequency of SMS
alerts. 6. Promote! 7. Track Mobile ROI.
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Mobile Apps
An application, downloaded by the user to their mobile device, that is
small in comparison to comprehensive desktop applications, but can be quite sophisticated, and
very popular.
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Engage Your Audience Through Apps.
One approach that can offer a new level of utility for your business audience—and a way to get your brand top of mind—is through the
development of mobile applications, or “apps”. For example:
If your B2B develops enterprise software, and your brand’s value proposition is rooted in streamlining business tasks, your app could
help them by streamlining several of their mobile-centric tasks.
In order for your B2B to stand out at a tradeshow teeming with top competitors, you could create an “in-venue” app for attendees to use
while at the event that improves their experience.
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Apps can produce new
revenue streams and business
models by extending the
brands’ key value
proposition.
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Apps can leverage
breakthrough technology—such
as LBS and Augmented Reality—to
produce rich benefits for
business professionals.
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Mobile extensions apps can introduce new levels of usability to existing programs.
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Keep In
Mind!
Apps have FAR MORE
functionality than Mobile Web sites… but they have to be
developed for EACH And EVERY
Mobile OS.
(e.g. iPhone, Droid, Blackberry, WinMo, Nokia, etc)
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To Succeed With Apps…
Ask and Answer: Value Proposition: How will your app EXTEND your brand's value proposition into the mobile environment? Core Value: Does your app make the works tasks of business professionals better, faster and/or easier? Does it solve a problem or produce a compelling benefit? Price: Will your app be free or available for a fee (and at what price)? This depends upon your goal—whether it’s to increase awareness or introduce a new revenue stream. … continued
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To Succeed With Apps…
Timely: Is your app for the long-term... or a finite program period? There's no wrong answer here as some apps are long-term in focus while others, like in-venue apps for tradeshows, are finite in nature. Support Existing Programs: Do you have an existing online program where an app—as with a mobile extension—would prove helpful? Promotion: How will you promote your app? There are hundreds of thousands of apps already… how will your app rise above the clutter?
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Start Smart! Implementation
Tips
1. Determine platforms. 2. Plan early and ahead. 3. Find an experienced
development partner. 4. Keep your app
current. 5. Brand your app well
(naming). 6. Promote! 7. Track Mobile ROI.
Mobile Apps
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Mobile Barcodes
Also known as “QR Codes” (for Quick Response)
or “2D Codes” (for Two Dimensional),
are used through subscribers’ snapping a picture of the icon with their mobile phone camera—with
software on their phones translating it and performing the
associated action within a few seconds.
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The actions that marketers can link users’ to through their QR or 2D Codes include (but are not limited to!): • Connect to a URL • Menu of options • Download a MP3 • Initiate an email with the QR owner’s name in the "send to" field • Initiate a call on the phone • Download a PDF/brochure • Receive a multimedia file via SMS
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People can scan the Danica Patrick bar code and they are taken to a mobile page featuring the lineup for the race, a schedule of events, information about Danica and social-media links.
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Keep In
Mind!
QR Codes Do Not Need To Only Be Featured
Online—Use Them In Your Printed
Materials, Tradeshow Signage,
Promotional Apparel and More.
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Start Smart! Implementation
Tips
1. Identify how you'll use QR codes.
2. Determine where to place QR codes.
3. Assess vendors. 4. Optimize landing pages. 5. Remember to Educate
Audiences. 6. Promote! 7. Track Mobile ROI.
Mobile Barcodes
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But The BIG Question Is . . .
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With Half
The Planet Already Mobile …
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With So Many
Innovative Mobile
Marketing Approaches
Mobile Sites
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Exponentially Increase Reach Anytime-Anywhere Purchasing Opportunities Wide Variety of New Marketing Tools Uniquely Personal, “Immediate” Media 100% Measurable ‘First-Screen’ Brand Impression Lead-Generation Opportunities Maximize Existing Investments, And Content
#1
#8
#7
#6
#5
#4
#3
#2
#9
#10
And So
Many BIG
Benefits
Brand Presence In Mobile World
Extend Brand Value Across Mobile Media
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What Are You
Waiting For
B2Bs?
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Thank You!
(and good luck going mobile)
Blog: CKBlog.com Web: CKB2B.com Twitter: @CKsays