The Mobile Conference

Welcome

@_TimBryant

Tim
Bryant

@_TimBryant

Ask
a
ques7on

Twi9er:
@themobileconf

Twi9er
Hash
Tag:
#themobileconf

Email:
andrea.edlin@niddocks.com

SMS:
Text
FIRETEXT
+
ques?on
to
64446

Facebook:
facebook.com/themobileconference.com

Pen
&
Paper:
To
Andrea

Voice:
Please
ask!

Toby
Parkins

@tobyparkins

So
where
is
Mobile
now,
in
2011?

Every
year
has
been
the
“the
year
of
mobile”
since
2004

@tobyparkins

So
where
is
Mobile
now,
in
2011?

@tobyparkins

So
where
is
Mobile
now,
in
2011?

• The
whole
mobile
industry
has
been
obsessed

• SMS

• Ringtones

• MMS

• Push
email

• Apps

@tobyparkins

So
where
is
Mobile
now,
in
2011?

App
downloads
per
month

• Apple
IOS
–
1Bn

• Google
Android
–
500M

• Nokia
Ovi
–
180M

• Blackberry
–
90M

@tobyparkins

So
where
is
Mobile
now,
in
2011?

Apps:

4th
Ranked
Apps
developer
Magma
Mobile

8/12/2010
to
8/1/2011
–
4,900,000
Android
app
downloads

(800
paid
for
app
downloads)

1
in
4
apps
downloaded
are
never
used
again

@tobyparkins

So
where
is
Mobile
now,
in
2011?

Mobile
Internet
Usage:

• 
Real
web
stats
indicate
growth,
not
hype

• 
Over
85%
of
new
handsets
support
mobile
web
browsing

• 
77%
of
world’s
popula?on
have
mobile
phones

• 
13.8%
have
mobile
web
access
(46%
in
Europe)

• 
45%
of
UK
use
mobiles
for
internet
access

• 
2014
more
internet
access
via
mobile
devices
than
desktop.

@tobyparkins

What
do
we
do
about
it?

Consider

•  device
capabili?es

•  user
experience

•  content
strategy

•  complete
mobile
strategy

@tobyparkins

Device
Capabili7es

Screen
widths
(pixels)
–
2004

95

96

101

120

128

176

@tobyparkins

Device
Capabili7es

Screen
Widths
(pixels)
-‐
2011

64
116

160

256

640

80

118

162

300

800

95

119

174

320

854

96

120

176

324

1024

98

123

177

345

1280

100

125

178

352

1600

101

128

208

360

102

130

216

384

104

132

220

400

108

136

222

432

110

140

230

450

111

144

232

480

112
150

240

600

@tobyparkins

Device
Capabili7es

Rota?ng
Screens

Event
triggers

@tobyparkins

Device
Capabili7es

Flash
vs
JQuery

iPad,
iPhone
and
iPod
Touch
simply
don’t
display
ﬂash
content.

The
solu?on
is
either
JQuery
replacement
or
JQuery
content.

In
the
future,
HTML5
may
be
the
answer

However
you
display
your
content
now,
may
need
to
change.

@tobyparkins

Device
Capabili7es

•  Check
Google
Analy?cs

•  Catering
for
every
possible
device
varia?on
will
be
too
expensive
to

achieve

•  Use
your
Analy?cs
data
to
establish
which
devices
provide
goals
and

sales

•  Which
devices
provide
general
traﬃc?

@tobyparkins

Detec7on
and
redirec7on

HTTP
Headers
provide
informa7on

Mozilla/5.0
(iPhone;
U;
CPU
iPhone
OS
4_2_1
like
Mac
OS
X;
en-‐us)

AppleWebKit/534.24
(KHTML,
like
Gecko)
Version/5.0.2
Mobile/8C148

Safari/534.24

Detec?on
libraries
like
Tera-‐WURFL
and
similar
provide
vast
device

informa?on
resources:

e.g.

Screen
resolu?on;
colour
depth;
javascript;
ﬂash
support;
ﬂash-‐lite;

browser-‐CSS-‐bugs;
etc.

@tobyparkins

Detec7on
and
redirec7on

Provide
links
to
“normal”
full
website
view

@tobyparkins

Detec7on
and
redirec7on

eDigital
study
2010
found
Play.com
most
liked,
ahead
of
mobile

op?mised
sites
e.g.
M&S.

@tobyparkins

Content
Strategy

Decisions
and
dilemmas

•  How
much
content
is
the
right
quan?ty?
(Quality?)

•  Mobile
devices
are
used
in
“mobile”
situa?ons

•  Remember
you
are
the
least
objec?ve
observer

(Except
when
you
ask
someone
for
their
opinion)

•  Use
Analy?cs
to
see
what
mobile
users
actually
do.

•  Drop
unvisited
content
to
simplify
naviga?on.

•  Full
or
Par?al
site
content?

@tobyparkins

Content
Strategy

Generalised
guidance

•  On
the
move
situa?ons
require
less
content

•  Simple
facts
with
click
for
more
info
links

•  Direc?ons
pages
for
physical
businesses

•  Postcodes
for
Satellite
Naviga?on
systems

•  Use
hyperlinked
Telephone
numbers

•  Watch
out
for
+44
(0)
numbers

@tobyparkins

Naviga7on

•  Simplicity
is
essen?al
–
less
content?

•  Touch
screen
buuon
size

•  Tab
sequences

•  No
hover-‐over
func?onality
on
touch
devices

@tobyparkins

Tes7ng

•  Select
all
target
devices
from
Analy?cs

•  Test,
test
and
test
on
all
target
devices

•  Review
your
target
device
list
every
6
months

@tobyparkins

Toby
Parkins

Web:

www.uknetweb.com

Email:

toby@uknetweb.com

Twi9er:

@tobyparkins

Facebook:

facebook.com/uknetweb

LinkedIn:

www.linkedin.com/in/tobyparkins

Geoﬀ
King

@zenith_mist

Engaging
mobile
conversa7ons

Convert
clickers
into
consumers

@zenith_mist

‘Some
brands
will
win
big
with
mobile.

Others
will
wonder
–
what
just

happened?’Mary
Meeker

@zenith_mist

Quick
Facts

•  Mobile
searches
are
up
216%
YoY
•  90%
of
UK
people

Q2
2011
(Wmps.com)
send
text
each

•  Mobile
sales
x2
over
3
years
month
(Ofcom
2010)

(Researchandmarkets.com)

• 
Consumers
almost

•  91%
of
UK
consumers
have
used
as
happy
to
receive

their
mobile
for
shopping
(Digby.com)
text
from
brands
as

•  Approx
40%
of
UK
mobile
phones
friends/family

are
smartphones

•  62%
read
messages

•  UK
smartphone
users
are
63%
in
5
mins
from

more
likely
to
engage
with
m-‐ senders
they
don’t

commerce
(IAB)
know
(DMA,
IAB
2010)

•  More
than
40%
of
UK
merchants
•  67%
of
O2
customers

expect
to
have
a
transac?onal
are
likely
to
engage

with
a
mobile
oﬀer,

mobile
site
or
app
within
the
next

year
(IAB)
O2
Customer
World

2010.

@zenith_mist

doubles
mpayments

forecast
to
$3bn

@zenith_mist

1. think BIG start small

2.
Ideas need insightful inv€stm€nt

3. fail fast, fix flourish
4. ...continuously...improv e
don’t await P E R F E C T I O N

O
5. Be pen
not...
6.
share

@zenith_mist

A
customer’s
life
with
mCRM
-‐
automated
(1/2)

Any RBSG
card Promote acct benefits
Text “CREDIT BAL”
Or “DEBIT BAL” to
82NAT

O2 Load & Go
Text REG to Visa Prepay
82NAT Text “Balance” to Txt 2 shop
10202 MMS
2-4-1
Cinema
Tix

1. Card Dispatched 2. Card Activation 3. Credit Card Welcome 4. Credit Card Payment Registration
“Your card has been message “Welcome to your new Credit “You can mange your Credit Card by
Appointment Reminders dispatched” “Activate your card Card. To make a balance transfer signing up for balance & payment alerts
now by texting on your account, reply BAL TRAN using credit care. To register for Credit
ACTIVATE and…” to and an advisor will call you back” Card Payment Services go to
Retail Diary 82NAT www.rbs.co.uk”

Mobile # 07898298293 Natwest: This is
to remind u of
your appt tmrw
@ 2pm with Mortgage
Gary.
Application
Tracking
Alerts

1. AIP subj to 2. Survey 3. Loan offer posted 4. Mortgage loan released
conditions “Ref: 1234567890 we have “Ref: 1234567890 your “Ref: 1234567890 your mortgage loan
“Ref: 1234567890 to instructed our panel to mortgage loan offer has funds have been released to you today.
progress your arrange a survey on your been posted today. Congratulations on your new loan. Reply
mortgage loan we mortgage property within 5 INSURANCE for a quote”
require you to supply days.
xxx.”

@zenith_mist

A
customer’s
life
with
mCRM
moving
to
RM-‐led(2/2)

Lost my card! I’ll text
to get some EMERGENCY
Your £200
200
emergency cash emergency
cash PIN
before I catch my code is
plane. 2344

1. Customer texts in 2. Receives PIN 3. Customer 4. Customer
to 82NAT for £200 enters PIN at withdraws cash
“Emergency 200” ATM

2 3 4 5
Claire: Yes Mr Yes please. This
Q Can you tell afternoon would
Smyth, Time Inc
me the Time
is at $29. Would be ideal.

Msg from RM using
share price?
1 you like your

Contact Manager
relationship
et:
FT twe e manager to
in
Magaz plan contact you?
hers
publis
store:
digital c is
Time In n Use SMS abroad. + Use IM in UK
ga
leadin ide… Avoid data costs 6
ind ustry-w .ly/
Texted to 82NAT

it
http://b Text Q and
v8KNU your
Payment message Balance Mr Smyth, would
Reply from question to Mobile Instant Messaging
sent to the customer message sent to you like me to
LiveAdvisor 82NAT and
an advisor the customer subscribe you to
will help this stock or
Text LiveAdvisor / Black Card PA send you our
stockbroker
application?

@zenith_mist

NatWest

Mobile

•  Proﬁled
O2
customers
by

their
bank
sort-‐code

•  Segmented
by
opted-‐in

iPhone
owners

•  23%
CTR
on
SMS

•  Top
of
ﬁnancial
app
sec?on

in
4
hours

@zenith_mist

Iden7fy
your
revenue
model

1
2
3
4
5

Free
Adver7sing
Freemium
Micro
Subscrip7on

Transac7on

Free
to
end-‐ Free
to
end-‐ Restrict
free
Charge
the
Charge
the
end-‐
user
user access
end-‐user
on
a
user
a
standard

pay
as
you
use
fee,
on
a
regular

basis

basis

Leave
the
Generate
Charge
for
Charging
ﬁxed
Launch
as
a

door
open
for
revenue
full
version
increments
for
companion
(free

future
with
ad-‐ or
discrete
pieces
add-‐on)
to
a

mone?za?on
supported
enhanced
subscrip?on

opportuni?es
model

features
product

The
Mobile
Conference
2011
@zenith_mist

Some
good
examples
from

the
industry...

mountain?

@zenith_mist

AutoTrader
Mobile
(seller
pays)

Ø 
2.7m+
car
searches
/
month

Ø 
45%
on
dealer
forecourts

Ø 
Personalisa7on
the
key
to
success

Ø 
Best
Use
of
Mobile,
AOP
2010

@zenith_mist

Hearst
Magazines
UK
increases
brand
depth

(Freemium
–
Free
then
pays)

Ø 
Wide
stakeholder

consulta7on
to
develop

mobile
strategy
for

leading
magazine

publisher

Ø 
First
applica7on
for

Men’s
Health
just

launched

@zenith_mist

Free
to
download
mcommerce
app

600k+

downloads

After 4 weeks...

6 weeks later...

12 weeks later...

Over
500,00
Downloads

Reached
#1
Free
Travel
app

-‐iTunes
Gross
Revenue
over
£1M

across
Plazorms

@zenith_mist

Bezair
in
the
news

• 
Q1FY12:
7.4
million
bets
on
its
mobile
products,
leading
to
£4.2m
of
revenue

• 
one
third
of
sports
customers
using
a
mobile
device
to
place
a
bet

@zenith_mist

Ted
Baker
is
poised
to

double
its
digital
spend
in

the
next
year
in
a
strategy

that
could
see
the

installa7on
of
Wi-‐Fi

networks
in
its
retail

stores.

@zenith_mist

Gik
or
Buy
with
PayPal
then
Share

@zenith_mist

Brand
Selec7on
Stores

Features

•  Custom
selec?on
of
apps

•  Skinned
to
brand
(eg

shoponthebeach)

•  Ads
can
be
posi?oned
to
cross-‐link/
sell
back
on
retail
site
in
new-‐pop
up

Beneﬁts

•  Brands
show
apps
that
match
their
values

with
no
need
to
create
many
bespoke

•  Vogue
press
appeal
as
it
shows
modernity

in
social
media
mix

•  Drives
sales
on
original
retail
sites

•  Improves
brand
SEO
ranking

•  Generates
poten?al
rev
share
on
paid-‐for

apps

•  CRM
improves
signiﬁcantly

@zenith_mist

Making
it
stand
out

•  Interac7ve
-‐
It’s
not
just
about
consump?on.

It’s
also
about
discovery

•  Social
–
It
should
empower
the
user
to
share

•  Connected
–
it
works
everywhere

•  Open
Dialogue
–
open
to
feedback
from
the

users
to
improve,
update
and
personalise
the

oﬀering

•  Prac7cal
&
Safe
–
by
providing
a
POS
that
is

easy
and
secure
to
use
and
visible
opt-‐in

@zenith_mist

Geoﬀ
King

Web:

www.zenithmist.com

Email:

gking@zenithmist.com

Twi9er:

@zenith_mist

LinkedIn:

www.linkedin.com/pub/geoﬀ-‐king/16/11b/1b8

Andrew
Walker

@ramemarke7ng

Content
Marke7ng

Why
content
is
so
important
for
your
mobile
website?

@ramemarke7ng

The
primary
purpose
of
a
website

@ramemarke7ng

Is
to
hold
all
of
your
valuable

@ramemarke7ng

Why
is
content
so
important?

@ramemarke7ng

Supports
your
business
plan

@ramemarke7ng

Matches
the
buying
cycle

@ramemarke7ng

Op7mised
for
search
and
share

@ramemarke7ng

Is
where
your
audience
are

@ramemarke7ng

Content:
Targeted
to
a
mobile
audience

@ramemarke7ng

Why
are
we
talking
mobile?

Technology

@ramemarke7ng

The
take
up
of
technology

1
billion
reading
email
on

mobile
devices
by
2013

Source:
Radica?
group/2010
In
2010
20%
of
Google

searches
were
on
a
mobile

device

Source:
Google

$5billion
in
iPad
sales
in

ﬁrst
3
quarters
of
2011

Source:
Apple/2011

So
far
in
UK
-‐
2011:

•  45%
of
internet
users
used
a
mobile
phone
to
connect
to
the
internet

•  6
million
people
accessed
the
internet
over
their
mobile
phone
for
the
ﬁrst
?me

in
the
previous
12
months

•  The
use
of
wireless
hotspots
almost
doubled
in
the
last
12
months
to
4.9
million
users

Source:
ONS

@ramemarke7ng

Mobile
plamorms
are
the
future

@ramemarke7ng

It’s
not
just
Smartphones

@ramemarke7ng

Mobile
users
need
to
be
treated
diﬀerently

@ramemarke7ng

Less
is
deﬁnitely
more

@ramemarke7ng

Design
your
content
for
an
audience
on
the
move

•  Smaller
screens

•  Smaller
keypads

•  No
mouse

•  Bandwidth
issues

•  Diﬀerent
search

objec?ves

70%
of
mobile
search
is
acted
upon
within
the
hour

Source:
Google
2010

@ramemarke7ng

Mobile
needs
a
new
approach

@ramemarke7ng

Think
small

•  Less
is
more

•  Kill
the
jargon

•  Take
short
cuts

•  Be
crea?ve

@ramemarke7ng

Design
for
on-‐the-‐go

•  Create
content
for

mobile
needs

–  Large
fonts
(Apple

recommend
17
to
22

point)

–  Scale
to
ﬁt

–  Shorter
content
bursts

–  Video
and
audio

Design
for
on-‐the-‐go

•  Images
and
large
ﬁles

–  Try
to
limit
to
around

20k

–  Aﬀect
download
?mes

@ramemarke7ng

Design
for
on-‐the-‐go

•  Encourage
sharing

@ramemarke7ng

Design
for
on-‐the-‐go

•  Claim
your
business

@ramemarke7ng

Repurpose
exis7ng
content

•  Chop
up
ar?cles
into

200
word
pieces

•  Video
Q&A

•  Video
case
studies

•  Video
sales
demos

•  5
minute
audio

podcasts

•  Interview
your
experts

@ramemarke7ng

Create
new
content

•  SMS
alerts
around

industry
news

•  Company
announcements

when
new
ar?cles

published
(sign
up)

•  Event
centric
content

@ramemarke7ng

Finger
versus
mouse

•  Design
for
ﬁnger

surﬁng

•  Buuons
at
least
44

x
44
point

•  Opt
for
longer

pages

@ramemarke7ng

Not
all
plazorms
are
the
same

•  Consider
all
op?ons

•  Choose
one
size
ﬁts
all

•  Auto
detect

•  Be
aware
of
limita?ons

Track
and
op7mise

•  Track
usage
pauerns

•  Test,
Test,
Test

@ramemarke7ng

Test
your
site
on
the
big
3

@ramemarke7ng

Tes?ng
sites

hup://mobilemoxie.com/mobile-‐tools

hup://validator.w3.org/mobile/

Mobile
social
media

•  Mobile
and
social
media

reinforce
one
another

and
drive
your
content

@ramemarke7ng

Bringing
oﬀ-‐line
and
on-‐line
together

Where
else
can
we
use
QR
codes?

QR
codes

•  Connect
to
a
URL

•  Oﬀer
a
menu
of
op?ons

•  Ini?ate
an
email

•  Ini?ate
a
call
on
phone

•  Download
a
document

•  View
a
video

•  Receive
a
mul?media

ﬁle
via
SMS/MMS

@ramemarke7ng

How
does
the
process
work?

@ramemarke7ng

QR
code:
examples

@ramemarke7ng

Augmented
reality

@ramemarke7ng

Summary

•  Create
a
mobile
friendly
•  Re-‐purpose
exis?ng

websites
content

•  Op?mise
your
content
•  Create
new
way
to

•  Think
Video
engage

•  Think
Audio
–  QR
code
campaign

–  Augmented
reality

•  Use
bite
sized
ar?cles

•  Track
results

•  Claim
your
business
on

Loca?on
Based
•  Test

Applica?ons

@ramemarke7ng

Andrew
Walker

Web:

www.ramemarke?ng.co.uk

Twi9er:

@ramemarke?ng

Email:

andrew@ramemarke?ng.co.uk

LinkedIn:

www.linkedin.com/in/andywalker1

Rob
Edlin

@robedlin

Mobile
Search

•  77%
of
mobile
users
have
used
their
mobiles
for
search
in
the
last
week

•  Search
engines
are
the
most
visited
websites
on
mobiles

(greater
even
than
Social
Networking
sites
and
Retail)

•  Most
popular
searches:-‐

–  News
(57%)

–  Dining
(51%)

–  Naviga?on
(51%)

–  Entertainment
(49%)

–  Shopping
(47%)

–  Sports
(40%)

–  Games
(37%)

–  Food
(36%)

–  Technology
(32%)

–  Travel
(31%)

–  Finance
(26%)

•  Consumers
seek
quick
&
convenient
informa?on
when
searching

(72%
whilst
on-‐the-‐go)

•  90%
take
ac?on
as
a
result
of
a
search

•  53%
purchase
as
a
result
of
a
search
(in-‐store
and
online)

(Source:
The
Mobile
Movement
Study,
Google/Ipsos
OTX
MediaCT,
April
2011)

@robedlin

What
drives
mobile
searches?

•  Word
of
mouth
(61%)

•  Saw
something
in
a
shop
(44%)

•  Saw
an
Online
Ad
(18%)

•  Tradi?onal
Media
(68%)

(TV,
Radio,
Magazine,
Newspaper,
Billboard,
Mail)

•  Mobile
Ad
(27%)

(Source:
The
Mobile
Movement
Study,
Google/Ipsos
OTX
MediaCT,
April
2011)

@robedlin

Google
on
handheld
mobile

@robedlin

Google
“more”
on
handheld
mobile

@robedlin

Google
Places
on
handheld
mobile

@robedlin

Google
Shopping
on
Desktop

@robedlin

Google
Shopping
on
handheld
mobile

@robedlin

Bing
on
handheld
mobile

@robedlin

Bing
local
search
on
handheld
mobile

@robedlin

Mobile
website
structure

•  Dedicated
mobile
websites

•  Plugins
for
exis?ng
CMS
and
ecommerce
sites

•  Oﬀ-‐the
shelf
standalone
solu?ons

•  Apps

•  Geo
META
data

•  Mark-‐up
Language

•  Hyperlinked
Telephone
numbers

•  Flash

•  XML
Sitemaps
for
mobile
websites

•  Test
pages
with
Googlebot
mobile

@robedlin

Mobile
domains,
sub
domains
and
directories

website.com/m

m.website.com

www.website.com
(same
URLs)

www.website.mobi

@robedlin

Key
phrase
research
-‐
Desktop

@robedlin

Key
phrase
research
-‐
Mobile

@robedlin

SERPS
(Search
Engine
Result
Pages)
–
Desktop/Laptop

@robedlin

SERPS
-‐
Tablet

@robedlin

SERPS
–
Handheld
mobile

@robedlin

Content
op7misa7on
for
mobile
websites

•  Use
shorter,
more
general
phrases

•  Include
loca?on/geo
META
data

•  Include
address
on
all
important
pages

•  Make
sure
your
Google
Places
lis?ng
is
up
to
date

•  Make
sure
your
Bing
for
Business
lis?ng
is
up
to

date

•  Make
content
lighter

•  Make
images
smaller

•  Make
buuons
bigger

•  Generally
improve
experience
for
the
mobile
user

@robedlin

Monitor
and
Modify

@robedlin

Rob
Edlin

Web:

niddocks.com

Email:

rob.edlin@niddocks.com

Twi9er:

@robedlin

LinkedIn:

www.linkedin.com/in/robedlin

Facebook:

www.facebook.com/robedlin

Paid
Search
for
Mobile

@robedlin

Campaign
Basics

•  Split
Campaigns

•  Bid
more
aggressively

•  Set
loca?on
and
language
targe?ng

Paid
Search
for
Mobile
-‐
Tablets

Click
to
Call
Loca?on
Extension

@robedlin

Paid
Search
for
Mobile
-‐
Handhelds

Click
to
Call
Loca?on
Extension

@robedlin

Paid
Search
for
Mobile

Sitelink
Extension

@robedlin

Device,
Operator
&
Wi-‐Fi
Targe7ng

@robedlin

Ad
Extensions

•  Call

•  Loca?on

•  Sitelinks

@robedlin

Ad
Extensions
-‐
Call

@robedlin

Ad
Extensions
-‐
Loca7on

@robedlin

Ad
Extensions
-‐
Sitelinks

@robedlin

Geographic
targe7ng

@robedlin

Key
phrase
research

•  Choose
more
general
keywords

•  Choose
shorter
phrases

•  Include
loca?ons

•  Include
incorrect
spellings

•  Use
the
“All
Mobile
Devices”
op?on
in
the

Keyword
Tool

@robedlin

Wri7ng
mobile
Ads

•  Include
a
relevant
call
to
ac?on

•  Match
Ads
to
appropriate
key
phrases

•  Send
to
relevant
landing
pages

•  Google
now
rewards
you
for
having
mobile

op?mised
landing
pages

•  Enable
Loca?on
Extensions
for
hyperlocal

distance
informa?on

@robedlin

Rob
Edlin

Web:

niddocks.com

Email:

rob.edlin@niddocks.com

Twi9er:

@robedlin

LinkedIn:

www.linkedin.com/in/robedlin

Facebook:

www.facebook.com/rob.edlin

Aren
Grimshaw

@arengrimshaw

Social
Media

&
Mobile
Marke7ng

Aren
Grimshaw

Hands
Up,
if
you’ve
ever...

•  Asked
a
friend
to
recommend...
A
good
bar,

restaurant,
motor
mechanic....?

•  Shared
with
a
friend
a
good
or
bad
experience

with
a
shop,
restaurant,
garage....?

•  Talked
about
your
weekend,
holiday
or
last

business
trip
with
a
friend
or
business

colleague...?

@arengrimshaw

Social
Media
Marke7ng

“Using
Social
Media
to
engage
with
online

communi?es
in
order
to
generate
exposure,

opportunity
and
sales.”

“Social
Media
tools
allow
the
sharing
of

informa7on
and
crea7on
of
communi7es

through
online
networks
of
people.”

@arengrimshaw

One
World...Online
&
Offline

•  Mobile
phones
will
overtake
PCs
as
the

most
common
web-‐access
devices

worldwide
by
2013

•  iPhone
traffic
now
accounts
for
around

4.5%
of
all
UK
website
traffic

•  Facebook
is
the
top
site
visited
by
total

number
of
minutes
spent

•  66%
use
mobile
search
while
watching
TV

&
61%
said
they
use
it
at
work.

@arengrimshaw

Upda7ng
Your
Status

Facebook
Applica?on
Hootsuite
Applica?on
LinkedIn
Applica?on

@arengrimshaw

Upda7ng
Your
Status

Loca?on
data

@arengrimshaw

Upda7ng
Your
Status

Privacy
Se}ngs

@arengrimshaw

Upda7ng
Your
Status

Add
Media
or
Links

@arengrimshaw

Upda7ng
Your
Status

Include
friends
or
contacts

Hanging
out
with
@arengrimshaw

@arengrimshaw

Check-‐Ins

See
who’s
there

@arengrimshaw

Check-‐Ins

‘Gamiﬁca?on’

@arengrimshaw

Access
Informa7on

• Find
popular

venues

• Access
Tips
&

To
Do’s

• Leave
Tips
&

To
Do’s

@arengrimshaw

Sharing
Experiences
/
Comments

...at
events
...out
and
about
...on
loca?on
or
passing

@arengrimshaw

Get
it
out
there...

@arengrimshaw

Foursquare
Specials

@arengrimshaw

Facebook
Deals

@arengrimshaw

Network
&
Connect

@arengrimshaw

The
Stats...

•  350m+
ac?ve
users
currently
accessing

Facebook
through
their
mobile
devices

•  55%
of
all
ac?ve
Twiuer
users
are
ac?ve
on

their
mobiles

•  LinkedIn’s
mobile
usage
has
skyrocketed
400%

percent
in
the
past
year

•  381m
check-‐ins
on
Foursquare
during
2010

(including
1
from
Space)

@arengrimshaw

So
what
about
your
business?

•  Ensure
everyone
in
your
company
is
on
board

•  Issue
a
clear
Social
Media
Policy
to
staﬀ

•  Invest
in
training
for
your
teams

•  Develop
a
clear
strategy

•  Integrate
your
approach

@arengrimshaw

So
what
about
your
business?

•  Professional
Businesses

–  Empower
your
teams
to
use
the
technology

–  Arm
them
with
the
right
kit

–  Get
them
networking
(online
&
oﬀ)

–  Put
informa?on
at
their
ﬁnger?ps

–  Ensure
they
follow
up

@arengrimshaw

So
what
about
your
business?

•  Loca?on
Businesses

–  Get
yourself
listed
or
claim
your
lis?ng

–  Auract
foozall
with
deals

–  Reward
loyal
customers

–  Take
any
comments
seriously

–  Resist
‘orders’
or
Spam
posts

@arengrimshaw

Aren
Grimshaw

Web:

www.arengrimshaw.co.uk

Email:

aren@arengrimshaw.co.uk

Twi9er:

@arengrimshaw

LinkedIn:

uk.linkedin.com/in/areng

Facebook:

facebook.com/aren.grimshaw

Dan
Parker

@ﬁretext_uk

Dan
Parker

Web:

www.firetext.co.uk

Email:

d.parker@firetext.co.uk

Twi9er:

@firetext_uk

LinkedIn:

www.linkedin.com/pub/dan-‐parker/18/890/915

Facebook:

facebook.com/firetext.co.uk

Staﬀord
Sumner

@staﬀordsumner

Email
on
the
move

Tips
for
op7mising
your
email

marke7ng
for
mobile
recipients

@staﬀordsumner

What
we
are
going
to
look
at

•  Behaviour,
trends,
opportuni?es
and
threats

•  Design
considera?ons
for
mobile
devices

•  Content
crea?on
for
mobile
op?misa?on

•  Monitoring
and
analysing
mobile
performance

@staﬀordsumner

Introduc7on

•  A
brief
history
of
email

•  Recent
developments

•  Engagement
dependent
on
factors
such
as:

–  Recipient
behaviour

–  Email
client
being
used

–  Time
of
send

–  Frequency

@staﬀordsumner

Consumer
trends

•  42%
of
mobile
internet
?me
is
spent
reading

and
responding
to
emails

(smarzocus
2010)

•  9.8
hours
a
week

•  Reading
emails
during
“down?me”

•  Less
reliant
on
?me
of
send
(b2b
and
b2c)

•  Can
no
longer
assume
your
audience
is

viewing
your
email
on
their
desktop
computer

@staﬀordsumner

Growing
trends
-‐
marketers

•  Relevance,
segmenta?on
and
targe?ng

•  Behaviour
driven
emails

•  Technological
advancements

–  Automated,
triggered
emails

–  Tailored
content
and
display

@staﬀordsumner

Opportuni7es

•  Improved
engagement
rates

•  Time
fused,
mobile
specific
offers

•  HTML5:
mul?-‐media
integra?on

•  Mul?-‐channel
integra?on
(on
&
off-‐line)

@staffordsumner

Threats

•  Aliena?ng
through
poor
usability/
rendering

•  Devaluing
brand

•  Being
le~
behind
in
the
market
place

@staﬀordsumner

Immediate
Call-‐To-‐Ac7on

•  Limited
?me
oﬀers

•  Video
content

•  Short
Polls/
Surveys

Stressed
?me-‐fuse

@staﬀordsumner

Design

Considera?ons:

•  Diﬀerent
plazorm
rendering
capabili?es

•  Image
restric?ons
(e.g.
blocking,
alt
tags)

Ac?ons:

•  Readable
font
sizes,
spacing
and
contrasts

•  Scrolling
ability

•  Ensuring
accessible
‘call-‐to-‐ac?on’

•  Single
column
layout

@staﬀordsumner

Outlook

@staﬀordsumner

Naviga?on

text
too

Large
small
for

banner
mobile

image
takes
screen

?me
to
load

Facebook

and
Twiuer

buuons
too

Call-‐to-‐ac?on
close

buuons
too
together
to

small
to
read
touch

or
“click”

@staﬀordsumner

No
re-‐adjustment

(scrolling)

@staﬀordsumner

Unreadable
when

images
switched
oﬀ

@staﬀordsumner

Content
crea7on
for
mobile

op7misa7on

•  Clear
call-‐to-‐ac?on
buuons
&
text

•  Op?mised
image
and
text
for
mobile
screens

•  Op?mised
landing
pages

•  Simplicity
–
clear,
concise
and
to
the
point!

@staﬀordsumner

Monitoring
and
analysing
mobile

performance

@staﬀordsumner

Other
considera7ons

•  Who
are
your
customers?

•  Mobile
website/
landing
pages?

•  Joining
up
on
and
oﬄine
ac?ons/
promo?ons

–  QR
codes

–  Mobile
apps

–  SMS
marke?ng

@staﬀordsumner

Summary

•  Create
campaigns
that
work
and
perform
for

all
recipients,
regardless
of
email
client

•  Combine
good
design,
relevance
and
technical

structure
for
op?mum
performance

•  Based
on
recent
growth,
mobile
op?misa?on

essen?al
rather
than
‘nice
to
have’

@staﬀordsumner

Stafford
Sumner

Web:

www.jarrang.com

Email:

stafford@jarrang.com

Twi9er:

@staffordsumner

LinkedIn:

www.linkedin.com/pub/stafford-‐sumner/1/948/48

Sponsors
&
Supporters

Thank
you
to

•  Ki
Design

•  Partner
to
Succeed

•  Firegrass
Communica?ons

•  Mail-‐Away

The Mobile Conference

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