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Marketing Campaign
                             Strategies
                          for the Social and Mobile Worlds
                                   www.RebeccaWardlow.com




Thursday, April 4, 13
About Me
                                                                                 Background in eCommerce and
                                                                                 Web Design since 1998

                                                                                 Social Media since end of 2011

                                                                                 Social Media Strategist,
                                                                                 Consultant, Trainer, Speaker &
                                                                                 Coach

                                                                                 Teach Social Media Course for
                                                                                 Kishwaukee College Continuing
                                                                                 Education
                        Website:  http://www.RebeccaWardlow.com
                        Twitter:  http://www.twitter.com/rwardlow7               Author of 15 Google+ Tips for
                        Facebook: https://www.facebook.com/GetSocialSolutions 
                        Pinterest: http://pinterest.com/SocialSolutions
                                                                                 Small Business Owners
                        Google+:  http://gplus.to/rwardlow7
                        LinkedIn: http://www.linkedin/in/rebeccawardlow
                                                                                 Founder of SMBKish chapter

Thursday, April 4, 13
Social & Mobile
                             Strengths

                        Instant communication with customers

                        Global reach

                        More cost-effective than traditional marketing

                        Great potential for marketing to go viral




Thursday, April 4, 13
Starbucks logs more than
                                                                 1M mobile purchases a week
                                         Mobile Stats
                        100M Smartphone Users in US

                        86 Million people do shopping on their
                        smartphones

                        Only 14% of small business owners
                        have websites optimized for mobile
                        use.

                        88.1% of users in the US will do their
                        research on products this year             “In the last 12 months
                                                                   customers around the world
                        83.9% will buy something via online        ordered more than $1 billion
                        transaction
                                                                   worth of products from
                        Average mobile user spends
                                                                   Amazon using a mobile
                        127 minutes per day on Apps                device.” - Jeff Bezos, CEO, Amazon

Thursday, April 4, 13
More Stats!
                        91% of mobile users keep their phone within
                        3 feet of themselves, at all times

                        330+ Million users on Facebook Mobile

                        Mobile users are growing 2x faster than
                        desktop users, and will pass them in 2013

                        50% of all local searches are done on mobile
                        devices

                        91% of mobile traffic is socializing, compared
                        to 79% on desktop
Thursday, April 4, 13
Facebook Report




Thursday, April 4, 13
Poor mobile experience can
                              hurt business




                        74% of consumers will wait 5 seconds for a web page to load on mobile devices


                        46% of consumers are unlikely to return to a mobile site if it didn’t work properly


                        71% mobile use expect web pages to load as quick or faster than on their desktop
                        computer

Thursday, April 4, 13
Optimize Your
                                Content
                        Remember to optimize your content for mobile
                        interaction and navigation

                        Specific, clear call to action

                        Simplify opt-in forms

                        Be finger-friendly

                        Test. Test again. Test some more.


Thursday, April 4, 13
Facebook is tied to BING


                                Facebook                Google+ is tied to GOOGLE




                               Mobile-Local
                        330+ Million users on
                        Facebook Mobile

                        Mobile searchers make local
                        buying decision based on
                        the endorsements and
                        activity of Facebook friends,
                        rather than random user
                        reviews in search results or
                        on Foursquare & Yelp.

Thursday, April 4, 13
Facebook
                              Mobile-Local
                        Optimize your Facebook
                        presence by encouraging
                        check-ins, offering
                        incentives for reviews,
                        building engagement on
                        your fan page and
                        adding the like button to
                        your website & other
                        online presences.


Thursday, April 4, 13
Encourage check-in’s




Thursday, April 4, 13
Encourage
                        Recommendations




Thursday, April 4, 13
Facebook
                                          Text-To-Like
               Let’s test it out... text
                Like GoSocialSolutions
                             to 32665
                                                                GoSocialSolutions
               1. Offer bonus to people making a purchase in
               your store                                                 GoSocialSolutions

               2. Put up a sign that asks customers to do it.

               3. Put graphic/signage on products or
               receipts as people check out.




Thursday, April 4, 13
Google+
                         Local




Thursday, April 4, 13
Google Search




Thursday, April 4, 13
1 Review a
                         year ago




Thursday, April 4, 13
Side-by-Side




Thursday, April 4, 13
Side-by-Side




Thursday, April 4, 13
Where are Google+
                           Reviews?




Thursday, April 4, 13
1-800-Flowers found that their customers were 2-3x more likely to click to make a
                             phone call from their smartphone, than click any ad on their desktop


                        Social & Mobile Tools
                             computer. And they aren’t the only ones experiencing this phenomenon.

                             By simply giving their mobile site the ability for customers to “click-to-call”,
                             Comcast has seen a wild boost in click-through rates by more than 270%! This
                             has led to mobile advertising driving 10% of their total sales. (Source: CNN
                             Money)

                             Esurance states that click-to-call features have improved the bottom-line of their
                             marketing campaigns by about 25%. Adding to that, they say that calls coming
                             from these types of click-throughs are more likely to result in sales, than typical
                         Multimedia Messaging Service (MMS)
                             phone inquires.


                         Click-to-Call

                         Mobile Applications

                         QR codes & in-store signage

                         Put your Mobile App URL in front of your customers
                         (print materials)




Thursday, April 4, 13
Your Mobile & Social
                              Reach
                         649,600 people who live within 50 miles of
                         Malta, IL (age 18 and older) are on Facebook

                         452,217 people on LinkedIn (Advanced Search
                         60115 within 35 mi)

                         145,372 people on Google+ within 40 miles of
                         Malta, IL



Thursday, April 4, 13
Desktop vs. Mobile
                        on a Mobile device




Thursday, April 4, 13
Check Mobile Site
                           Load Times
                        Open your mobile page up in Google Chrome, right-
                        click on it and choose “Inspect Element”

                        Click on the Network icon in the window pane that
                        pops up

                        Refresh the page and Chrome will display a nice,
                        informative timeline with each page element & load
                        time

                        If page loads in less than 5-seconds, you’re golden!



Thursday, April 4, 13
Action Steps
                        Make mobile website creation a priority
                        Mobile URLs are sometimes a subdomain of the website’s URL: m.website.com or mobile.website.com




                        Set up ways to easily connect with customers
                        Allow users to connect with you via text messaging. Let them join contact lists for website updates, deals, discounts and
                        other news. Give them a reason to continue patronizing your site, product or service.




                        Mobile Advertising
                        Currently light competition. Start soon to establish your small business’ place and get an early advantage over other small
                        businesses




                        Encourage Facebook Check-Ins

                        Encourage Reviews & Recommendations


Thursday, April 4, 13

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The Social and Mobile Worlds

  • 1. Marketing Campaign Strategies for the Social and Mobile Worlds www.RebeccaWardlow.com Thursday, April 4, 13
  • 2. About Me Background in eCommerce and Web Design since 1998 Social Media since end of 2011 Social Media Strategist, Consultant, Trainer, Speaker & Coach Teach Social Media Course for Kishwaukee College Continuing Education Website:  http://www.RebeccaWardlow.com Twitter:  http://www.twitter.com/rwardlow7 Author of 15 Google+ Tips for Facebook: https://www.facebook.com/GetSocialSolutions  Pinterest: http://pinterest.com/SocialSolutions Small Business Owners Google+:  http://gplus.to/rwardlow7 LinkedIn: http://www.linkedin/in/rebeccawardlow Founder of SMBKish chapter Thursday, April 4, 13
  • 3. Social & Mobile Strengths Instant communication with customers Global reach More cost-effective than traditional marketing Great potential for marketing to go viral Thursday, April 4, 13
  • 4. Starbucks logs more than 1M mobile purchases a week Mobile Stats 100M Smartphone Users in US 86 Million people do shopping on their smartphones Only 14% of small business owners have websites optimized for mobile use. 88.1% of users in the US will do their research on products this year “In the last 12 months customers around the world 83.9% will buy something via online ordered more than $1 billion transaction worth of products from Average mobile user spends Amazon using a mobile 127 minutes per day on Apps device.” - Jeff Bezos, CEO, Amazon Thursday, April 4, 13
  • 5. More Stats! 91% of mobile users keep their phone within 3 feet of themselves, at all times 330+ Million users on Facebook Mobile Mobile users are growing 2x faster than desktop users, and will pass them in 2013 50% of all local searches are done on mobile devices 91% of mobile traffic is socializing, compared to 79% on desktop Thursday, April 4, 13
  • 7. Poor mobile experience can hurt business 74% of consumers will wait 5 seconds for a web page to load on mobile devices 46% of consumers are unlikely to return to a mobile site if it didn’t work properly 71% mobile use expect web pages to load as quick or faster than on their desktop computer Thursday, April 4, 13
  • 8. Optimize Your Content Remember to optimize your content for mobile interaction and navigation Specific, clear call to action Simplify opt-in forms Be finger-friendly Test. Test again. Test some more. Thursday, April 4, 13
  • 9. Facebook is tied to BING Facebook Google+ is tied to GOOGLE Mobile-Local 330+ Million users on Facebook Mobile Mobile searchers make local buying decision based on the endorsements and activity of Facebook friends, rather than random user reviews in search results or on Foursquare & Yelp. Thursday, April 4, 13
  • 10. Facebook Mobile-Local Optimize your Facebook presence by encouraging check-ins, offering incentives for reviews, building engagement on your fan page and adding the like button to your website & other online presences. Thursday, April 4, 13
  • 12. Encourage Recommendations Thursday, April 4, 13
  • 13. Facebook Text-To-Like Let’s test it out... text Like GoSocialSolutions to 32665 GoSocialSolutions 1. Offer bonus to people making a purchase in your store GoSocialSolutions 2. Put up a sign that asks customers to do it. 3. Put graphic/signage on products or receipts as people check out. Thursday, April 4, 13
  • 14. Google+ Local Thursday, April 4, 13
  • 16. 1 Review a year ago Thursday, April 4, 13
  • 19. Where are Google+ Reviews? Thursday, April 4, 13
  • 20. 1-800-Flowers found that their customers were 2-3x more likely to click to make a phone call from their smartphone, than click any ad on their desktop Social & Mobile Tools computer. And they aren’t the only ones experiencing this phenomenon. By simply giving their mobile site the ability for customers to “click-to-call”, Comcast has seen a wild boost in click-through rates by more than 270%! This has led to mobile advertising driving 10% of their total sales. (Source: CNN Money) Esurance states that click-to-call features have improved the bottom-line of their marketing campaigns by about 25%. Adding to that, they say that calls coming from these types of click-throughs are more likely to result in sales, than typical Multimedia Messaging Service (MMS) phone inquires. Click-to-Call Mobile Applications QR codes & in-store signage Put your Mobile App URL in front of your customers (print materials) Thursday, April 4, 13
  • 21. Your Mobile & Social Reach 649,600 people who live within 50 miles of Malta, IL (age 18 and older) are on Facebook 452,217 people on LinkedIn (Advanced Search 60115 within 35 mi) 145,372 people on Google+ within 40 miles of Malta, IL Thursday, April 4, 13
  • 22. Desktop vs. Mobile on a Mobile device Thursday, April 4, 13
  • 23. Check Mobile Site Load Times Open your mobile page up in Google Chrome, right- click on it and choose “Inspect Element” Click on the Network icon in the window pane that pops up Refresh the page and Chrome will display a nice, informative timeline with each page element & load time If page loads in less than 5-seconds, you’re golden! Thursday, April 4, 13
  • 24. Action Steps Make mobile website creation a priority Mobile URLs are sometimes a subdomain of the website’s URL: m.website.com or mobile.website.com Set up ways to easily connect with customers Allow users to connect with you via text messaging. Let them join contact lists for website updates, deals, discounts and other news. Give them a reason to continue patronizing your site, product or service. Mobile Advertising Currently light competition. Start soon to establish your small business’ place and get an early advantage over other small businesses Encourage Facebook Check-Ins Encourage Reviews & Recommendations Thursday, April 4, 13