Presentation on mobile for the Nesta #Destinationlocal day

1. Mobile Marketing
Friday 18th September 2015
wifi: Nesta Guest
password: flourish01
follow us on twitter @nesta_uk

2. Mark Brill
• The mobile landscape
• The opportunities
• Context and content
• Delivering mobile basics
• Optimsation
• Next steps
@brillthings
Senior Lecturer in Future Media @BCU

3. What the hell is this guy looking at? The World or something?

4. Stand up if you …!
- Keep your phone by your bed?!
- Use your phone as an alarm?!
- Check it first or last thing?!

5. Mobile is at the heart
of our digital lives

6. Comscore, April 2014
Social is Mobile

7. UK mobile usage Analysys Mason and Nielsen, 2014
More Media, More Content

8. 2x photos shared than Facebook*
More messages sent than SMS**
*700 million pictures per day, reported by Business Insider May 2014
** 50 billion messages per day, reported by Slashgear, Jan 2014
A Changing Landscape

9. 80% of brand apps are
downloaded less than
1000 times
*Deliotte, 2012

10. AirBnB // P2P
Barkbuddy// D2D
Waze // Crowd
Citymapper // APIs
Duolingo // Gamified
Yplan // Collaborative
Polar // P2P Gamified
Hailo// P2P
A Collaborative Approach

11. Instant, hyperlocal mobile communities
https://www.newscientist.com/article/dn28137-tech-helps-refugees-make-journey-and-survive-when-they-arrive/

12. What are you doing?
Mobile Health Check …

13. Web – responsive – try the Google test
Social links optimised
Search, location search
Email
Integrated

14. Graceful Degradation vs. Progressive Enhancement
(or ‘mobile first’)
http://designshack.net/articles/css/mobilefirst/
http://zurb.com/word/mobile-first

15. Or this ….

16. Thinking about mobile UX
For mobile UX, start here: http://www.lukew.com/presos/preso.asp?31

17. Five things in mobile
that you can do right
now.
#5!

18. A mobile website is
essential hygiene
#1!

19. There are many free tools…

20. Get found on mobile"
#2!

21. Optimise your search and local search
See: https://developers.google.com/webmasters/mobile-sites/mobile-seo/

22. Connect your
channels"
#3!

23. There are many ways to do it:
URL
Hashtags
Likes
Pins
… even QR?

24. Be Creative

25. Make it Personal (and integrated)

26. Don’t forget your
existing audience"
#4!

27. How do your emails look?

28. Or just make life a little better?

29. New Visual Formats"
#5!

30. Vertical video, a mobile content format
More on the rise of vertical video: https://www.linkedin.com/pulse/snapchat-periscope-rise-vertical-video-dan-calladine

31. And co-create"

32. Tap into user behaviours: UGC

33. In Summary
- Get the basic hygiene right first
- Then think about short form and quick wins
- Next develop user engagement in THEIR channels
- Be imaginative, creative and experiement

34. Q&A
Impact and Change
wifi: Nesta Guest
password: flourish01
follow us on twitter @nesta_uk