going mobile: optimizing your digital communications
DESCRIPTION
With the rapid adoption of smartphones and tablets across every demographic and socioeconomic class, the importance of ensuring your organizational goals and digital communications are strategically aligned is essential. Understanding connections between the social behaviors on the mobile web today and your carefully crafted campaign messages are the linchpins to achieving your organization’s objectives. Michael Winn serves in a dual role as Chief Digital Officer of DigitalOpps and Digital Marketing Director at RB Oppenheim Associates, where he is responsible for analyzing and maximizing all digital media campaigns, corporate marketing objectives and web-based organizational branding initiatives for the firm’s clients. His responsibility is to ensure that all current technologies, digital methodologies and search engine optimization strategies are leveraged to provide the highest level of client success. Winn’s senior level management consulting experience with commercial brands such as Acura, Honda, General Motors and non-profit organizations like United Way and the American Cancer Society serves as the foundation of his knowledge and expertise in maximizing complex digital campaigns.TRANSCRIPT
Going MobileOptimizing Your Digital Communications
2.4 Bill
ion
The number of internet usersIn the world today…
worldinternetstats.com
7.1 Bill
ion
The number of peoplein the world today…
2012 US Census Bureau
3.4 Bill
ion
The number of peoplewith mobile devices today…
2012 US Census Bureau
1/3Number of global internetusers who access the internet only via mobile…
1/3 Bill
ion Number of global internet
users who access the internet only via mobile…
One size does NOT fit all.
Communication Strategy
Objectives
Audiences
Messages
Engagement
Measurement
Assessment
EARNED
OWNED
PAID
Communication Strategy
5 Behaviors on the Social Web
Watch79.8%
Share61.2%
Comment36.%
Produce24.2%
Curate<1 %
(Altimeter Group: Socialgraphics)
Your Audience Behaviors
Communication Strategy
Your #1 Audience
Can I find you without knowing your name?
Mobilize: Connections
250M users 50% access via mobile
90M monthly users *91% of mobile phones have photo/video capability
1.1B users68% access via mobile
10M users100% access via mobile(35,000 new users daily)
Over 2B views each dayOver 100M mobile views
50M registered users50% access via mobile
Mobilize: Opportunities
www.
Mobilize: Native v. Web-based
Are you shaping your messages
for a positive mobile experience?
Responsive
Adaptive
Relevant
What do users want from mobile websites ?
Mobilize: Content Management
Mobilize: Responsive Content
Seven Mobile Tools
QUIP
Measurement:Mobile Metrics
Frequency: When to post
Location: Where to post
Measurement:
Trending: What to post
Influencer: Who to post to
Social Metrics
On-Demand ReportsObjectives
Integrated with goalsTargeted to audienceStrategic to media
OpportunitiesObserve and adaptAnalytical trendsFuture events
Assessment
