The opportunity for PR and integrated agencies to build service offerings around mobile marketing, and high-level review of mistakes our agencies have made and how other agencies can learn from them.

1. MOBILIZING
YOUR FIRM
FOR A
SMARTPHONE
WORLD
Mistakes We Made & How
You Can Learn from Them
CAPRSA | May 6, 2012
#CAPRSA

2. CAPRSA: Mobilizing Your Agency
INTRODUCTION
Linda Cohen Michael Barber
CEO, Caliber Group Director, Digital Strategy, COHN @michaeljbarber
lcohen@calibergroup.com michael@cohnmarketing.com @lindawcohen
@lindawcohen @michaeljbarber #CAPRSA
http://linkedin.com/in/uabarber

3. CAPRSA: Mobilizing Your Agency
GOALS FOR TODAY
1 The mobile shift
2 Why mobile integrates well with PR agencies
3 Lessons from our mistakes
4 Q&A
@michaeljbarber
@lindawcohen
#CAPRSA

4. CAPRSA: Mobilizing Your Agency
@michaeljbarber
@lindawcohen
#CAPRSA

5. CAPRSA: Mobilizing Your Agency
@michaeljbarber
@lindawcohen
#CAPRSA

6. CAPRSA: Mobilizing Your Agency
WHY ARE YOU HERE?
@michaeljbarber
@lindawcohen
#CAPRSA

7. THE DIGITAL
LANDSCAPE
#CAPRSA

8. CAPRSA: Mobilizing Your Agency
THE FACTS
46GB
Data consumed per day by an
average American (30,000+ songs).
@michaeljbarber
@lindawcohen
#CAPRSA

9. CAPRSA: Mobilizing Your Agency
THE FACTS
SMARTPHONES
NOW OUTSELL PCs
@michaeljbarber
@lindawcohen
#CAPRSA
*IDC Report

10. CAPRSA: Mobilizing Your Agency
THE FACTS
65
Amount of time spent on mobile by
mins
average US adult; more than
traditional. @michaeljbarber
@lindawcohen
#CAPRSA

11. CAPRSA: Mobilizing Your Agency
THE FACTS
Last Year
@michaeljbarber
@lindawcohen
#CAPRSA

12. CAPRSA: Mobilizing Your Agency
THE FACTS
This Year
@michaeljbarber
@lindawcohen
#CAPRSA

13. CAPRSA: Mobilizing Your Agency
THE FACTS
@michaeljbarber
@lindawcohen
#CAPRSA

14. CAPRSA: Mobilizing Your Agency
THE FACTS
Smartphone
usage in the
bathroom
@michaeljbarber
@lindawcohen
#CAPRSA

15. CAPRSA: Mobilizing Your Agency
By 2013, 50% of
web traffic will
come through
mobile devices @michaeljbarber
@lindawcohen
#CAPRSA
Source: IDC Report

16. CAPRSA: Mobilizing Your Agency
Mobile email
overtakes
webmail....
Next month (June 2012) @michaeljbarber
@lindawcohen
#CAPRSA

17. CAPRSA: Mobilizing Your Agency
THE FACTS
@michaeljbarber
@lindawcohen
#CAPRSA

18. CAPRSA: Mobilizing Your Agency
THE FACTS
@michaeljbarber
@lindawcohen
#CAPRSA

19. INTEGRATING PR
WITH DIGITAL/
MOBILE
#CAPRSA

20. CAPRSA: Mobilizing Your Agency
PR AGENCY CONUNDRUM
@michaeljbarber
@lindawcohen
#CAPRSA

21. CAPRSA: Mobilizing Your Agency
MOBILE & PR
@michaeljbarber
@lindawcohen
#CAPRSA

22. CAPRSA: Mobilizing Your Agency
2012 & BEYOND PRESENTS AN OPPORTUNITY
FOR PR AGENCIES
1 demand for information on mobile devices.
Social & mobile integration meets increasing consumer
2 crisis or negative customer feedback.
Real-time applicability for distributing news, responding to a
3 Brands/business are reaching socialfor agencies to build
mobile with social presents an area
maturity. Integrating
services, provide additional ROI.
@michaeljbarber
@lindawcohen
#CAPRSA

23. MISTAKE: ACTING
LIKE AN AGENCY
#CAPRSA

24. CAPRSA: Mobilizing Your Agency
MISTAKE: ACTING LIKE AGENCIES
• Don’t be all things.
• Strategy
• Creative production
• Service-based (app development, SMS, mobile web)
• Integrated
• Put a stake in the ground.
• Start somewhere and move outward
• Extend your current digital services across mobile - social,
@michaeljbarber
search, email, content strategy & development @lindawcohen
#CAPRSA
• Find partners to work on other services

25. MISTAKE: WE CAN
BUY MOBILE
TALENT!
#CAPRSA

26. CAPRSA: Mobilizing Your Agency
MISTAKE: TALENT & KNOWLEDGE
You can’t buy talent, nurture it.
• Multi-faceted - focus on internal strategists
• Easier to teach mobile to marketing people, not vice versa
• Hire for specialities (e.g. UI, design)
How do I nurture talent?
• In-house agency training programs (everyone has to do it).
• Mobile conferences
• Mobile World Congress (International - Barcelona)
• Mobile 2.0 (San Fran)
• MMA Global Forums (LA & NYC)
@michaeljbarber
@lindawcohen
#CAPRSA

27. MISTAKE: TOO
MUCH EARY FOCUS
ON REVENUES
#CAPRSA

28. CAPRSA: Mobilizing Your Agency
MISTAKE: TOO MUCH ROI FOCUS
Please don’t think your agency will make money immediately.
• Won’t immediately add to the bottom line - takes time to master
• ROI may come from multiple places (mobile is a differentiator for an
agency)
• Understand where mobile dollars will come from: marketing, IT, comm
@michaeljbarber
@lindawcohen
#CAPRSA

29. MISTAKE: NOT
USING TOOLS
ALREADY OUT
THERE
#CAPRSA

30. CAPRSA: Mobilizing Your Agency
MISTAKE: NOT USING TOOLS
Not using the tools available
• Too often we try to create something that already exists
• Tools provides speed to market and helps increase margins - less
time, same value
• There are hundreds of mobile tools out there to help your business
@michaeljbarber
@lindawcohen
#CAPRSA

31. CAPRSA: Mobilizing Your Agency
TOOLS: MOBILE WEB
@michaeljbarber
@lindawcohen
#CAPRSA

32. CAPRSA: Mobilizing Your Agency
TOOLS: MOBILE WEB
@michaeljbarber
@lindawcohen
#CAPRSA

33. CAPRSA: Mobilizing Your Agency
TOOLS: MOBILE APPS
@michaeljbarber
@lindawcohen
#CAPRSA

34. CAPRSA: Mobilizing Your Agency
TOOLS: MOBILE WEB/QR CODES
@michaeljbarber
@lindawcohen
#CAPRSA

35. CAPRSA: Mobilizing Your Agency
TOOLS: MOBILE AD NETWORKS
@michaeljbarber
@lindawcohen
#CAPRSA
http://www.flickr.com/photos/fidelman/5282509966/

36. CAPRSA: Mobilizing Your Agency
TOOLS: SMS
@michaeljbarber
@lindawcohen
#CAPRSA

37. CAPRSA: Mobilizing Your Agency
TOOLS: MMS
@michaeljbarber
@lindawcohen
#CAPRSA

38. MISTAKE:
FORGETTING OLD
MOBILE TACTICS
#CAPRSA

39. CAPRSA: Mobilizing Your Agency
MISTAKE: FORGETTING TRIED & TRUE TACTICS
@michaeljbarber
@lindawcohen
#CAPRSA

40. MISTAKE: DOING
MOBILE “JUST
BECAUSE”
#CAPRSA

41. CAPRSA: Mobilizing Your Agency
MISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE”
@michaeljbarber
@lindawcohen
#CAPRSA

42. CAPRSA: Mobilizing Your Agency
MISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE”
@michaeljbarber
@lindawcohen
#CAPRSA

43. CAPRSA: Mobilizing Your Agency
MISTAKE: DOING “MOBILE” FOR THE SAKE OF “MOBILE”
Event Photo Poster
SHARE WHAT YOU VALUE AT
ImagineGreaterTucson.org
@michaeljbarber
@lindawcohen
Banner #CAPRSA

44. MISTAKE: PRICING &
SELLING LIKE AN
AGENCY
#CAPRSA

45. CAPRSA: Mobilizing Your Agency
MISTAKE: PRICING LIKE AGENCIES WOULD PRICE SERVICES
Agencies price like agencies
• We rely on hours - mobile can’t be thought of this way.
• Mobile is fluid, changes rapidly, not easily replicated, and
nothing you can really standardize from client to client
• Mobile typically does not have “standard” deliverables
@michaeljbarber
@lindawcohen
#CAPRSA

46. CAPRSA: Mobilizing Your Agency
PRICING GUIDES
Mobile website @michaeljbarber
• Minimum: $5,000 @lindawcohen
#CAPRSA
• Average: $12,500
• High-end: $35,000 (HTML5 + responsive)

47. CAPRSA: Mobilizing Your Agency
PRICING GUIDES
$500,000 $175,000 $1,250
Mobile app per platform
• Minimum: $10,000
• Average: $25,000-$50,000 @michaeljbarber
@lindawcohen
• High-end: $500,000 (Instagram 1.0) #CAPRSA

48. CAPRSA: Mobilizing Your Agency
PRICING GUIDES
SMS
• A simple SMS campaign can cost $500-20K, a year-long effort
with a significant subscriber base can be $500k.
• Dedicated short-code can cost $15-30k, per year.
• Shared short codes are significantly cheaper. Research prices
& compare.
• Vanity codes cost about $1,000/month.
• Per message SMS Prices – you can mark these up!
• 0 – 99,999 $0.035
• 100,000 - 249,999 $0.030
• 250,000 - 499,999 $0.025
• 500,000 - 999,999 $0.020
• 1,000,000+ $0.015
@michaeljbarber
• 5,000,000+ $0.010 @lindawcohen
#CAPRSA

49. CAPRSA: Mobilizing Your Agency
MISTAKE: SELLING LIKE AN AGENCY
How to sell mobile
• Educate clients about the benefits of mobile. Connect them to
the space. Know the psyche of your client.
• Develop a State of Mobile Report for their industry
• Have a facilitated session with key stakeholders to define
objectives and achieve buy-ins
• Propose a scope of work that is outlined based on business
objectives
@michaeljbarber
@lindawcohen
#CAPRSA

50. FUTURE TRENDS
#CAPRSA

51. CAPRSA: Mobilizing Your Agency
SIX FUTURE TRENDS TO WATCH
1 Natural user interface on mobile (e.g. Kinect)
2 Speech development (e.g. Siri)
3 Connected devices (e.g. Apple TV, Google TV/Play)
4 Network maturation (e.g. 4G)
5 Socio-economic patterns as adoption rises
6 The continued rise of HTML5 @michaeljbarber
@lindawcohen
#CAPRSA

52. CAPRSA: Mobilizing Your Agency
WHERE/HOW YOU CAN LEARN MORE
1 mobilemarketingwatch.com
2 mobilecommercedaily.com
3 Mobile Marketing SmartBrief
4 #mobile on Twitter
5 Follow does our industry & people....where dollars & users
go, as
the investment capital
6 #prmobile Twitter Chat - Every Thursday 5pm PST/8pm EST @michaeljbarber
@lindawcohen
#CAPRSA

53. CAPRSA: Mobilizing Your Agency
Q&
@michaeljbarber
@lindawcohen
#CAPRSA

54. CAPRSA: Mobilizing Your Agency
THANK YOU
Linda Cohen Michael Barber
CEO, Caliber Group Director, Digital Strategy, COHN @michaeljbarber
lcohen@calibergroup.com michael@cohnmarketing.com @lindawcohen
@lindawcohen @michaeljbarber #CAPRSA
http://linkedin.com/in/uabarber