1.
developing a mobile media strategy for your PR objectives <ul><li>brian delong </li></ul>

2.
PR objectives <ul><li>analyzing trends and correctly predicting their consequences (art and science) </li></ul><ul><li>implementing planned programs of action, which will serve both the organization and the public interest </li></ul><ul><li>effectively counseling organizational leaders </li></ul><ul><li>conference presentations </li></ul><ul><li>employee communications </li></ul><ul><li>social media engagement </li></ul><ul><li>crisis communications </li></ul>

3.
analyzing trends, predicting consequences <ul><li>mobile data and devices </li></ul>

4.
mobile data

5.
mobile data <ul><li>Last years mobile data traffic was three times the size of the entire global Internet in 2000. </li></ul><ul><li>World mobile data grew by a factor of 2.6 in 2010 from 2009. </li></ul><ul><li>(3rd year in a row) </li></ul><ul><li>Mobile video traffic will exceed 50 percent for the first time in 2011 </li></ul>

6.
device diversity

7.
smartphones <ul><ul><li>Average smartphone usage doubled: 79 MB per month, up from 35 MB per month in 2009. </li></ul></ul><ul><ul><li>In 2010 almost a third of smartphone traffic was offloaded onto fixed networks via dual-mode or Femtocells. </li></ul></ul>

8.
smartphones <ul><li>AT&T Q1 2011 stats </li></ul><ul><ul><li>5.5 million smartphone sales </li></ul></ul><ul><ul><li>largest first quarter ever </li></ul></ul><ul><ul><li>40% blackberry, android, windows 7 </li></ul></ul><ul><ul><li>60% iPhone </li></ul></ul>

9.
tablets <ul><ul><li>In 2010, 3 million tablets were connected to the mobile network, and each tablet generated 5 times more traffic than the average smartphone. </li></ul></ul><ul><ul><li>Mobile connected tablets will generate as much traffic in 2015 as the entire global mobile network in 2010. </li></ul></ul>

10.
tablets

11.
laptops/netbooks <ul><ul><li>There were 94 million laptops on the mobile network in 2010, and each laptop generated 22 times more traffic than the average smartphone. </li></ul></ul>

12.
analyzing trends, predicting consequences <ul><li>smart phone users and activities </li></ul>

13.
who

14.
who

15.
what

16.
where

17.
when

18.
when

19.
why ?

20.
predictions <ul><ul><li>continued growth of the mobile space for next 3-4 years at least :) </li></ul></ul><ul><ul><li>expansion of media formats (video) </li></ul></ul><ul><ul><li>extension of attention windows </li></ul></ul><ul><ul><li>new methods and interfaces of consumption </li></ul></ul><ul><ul><ul><li>tablets and other devices </li></ul></ul></ul>

21.
predictions <ul><ul><li>do vs browse mindset will be the catalyst for the evolution of “app” </li></ul></ul><ul><ul><ul><li>experiences will be packaged as “apps” </li></ul></ul></ul><ul><ul><ul><li>apps = “targeted experience that you “own” “ </li></ul></ul></ul><ul><ul><ul><li>technology and device agnostic </li></ul></ul></ul><ul><ul><ul><li>web apps will grow in popularity/experience </li></ul></ul></ul>

22.
implementing planned programs of action <ul><li>serving the organization </li></ul><ul><li>and public interest </li></ul>

23.
strategy phases

24.
mobile metrics <ul><ul><li>Google Analytics - gives you some general ones now </li></ul></ul><ul><ul><ul><li>Platform, Connection/Provider </li></ul></ul></ul><ul><ul><ul><li>Time of Visits </li></ul></ul></ul><ul><ul><ul><ul><li>Visitors - Visitor Trending - Visits (by hour) </li></ul></ul></ul></ul><ul><ul><li>Percent Mobile - details </li></ul></ul><ul><ul><ul><li>Specific Devices, capabilities, versions </li></ul></ul></ul><ul><ul><ul><li>http://www.percentmobile.com </li></ul></ul></ul><ul><ul><ul><li>free starter edition and paid plans </li></ul></ul></ul>

25.
plans of action <ul><ul><ul><li>More than just a small version of your website and informing the customer </li></ul></ul></ul><ul><ul><ul><li>External Use Case Opportunities </li></ul></ul></ul><ul><ul><ul><li>Internal Use Cases Opportunities </li></ul></ul></ul>

26.
external opportunities <ul><ul><ul><li>Check In Application </li></ul></ul></ul><ul><ul><ul><li>Mobile DRO - Drug Reference Online </li></ul></ul></ul>

27.
internal opportunities <ul><ul><ul><li>Paperless System </li></ul></ul></ul>

28.
building blocks

29.
building blocks

30.
Native Apps <ul><li>Positives </li></ul><ul><ul><li>UX/UI Performance </li></ul></ul><ul><ul><li>Device Capabilities </li></ul></ul><ul><ul><li>Monetization – Miropayments </li></ul></ul><ul><li>Negatives </li></ul><ul><ul><li>Cross Platform </li></ul></ul><ul><ul><li>Loss of Control </li></ul></ul><ul><ul><li>Linkability </li></ul></ul><ul><ul><li>Findability/Discovery </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Resources </li></ul></ul>

31.
Webapps <ul><li>Positives </li></ul><ul><ul><li>Cross Platform </li></ul></ul><ul><ul><li>Ultimate Control </li></ul></ul><ul><ul><li>Linkability </li></ul></ul><ul><ul><li>Findability/Discovery </li></ul></ul><ul><ul><li>Offline Solved </li></ul></ul><ul><ul><li>Home Screen Available </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><li>Negatives </li></ul><ul><ul><li>UX/UI Performance </li></ul></ul><ul><ul><li>Device Capabilities </li></ul></ul><ul><ul><li>Micropayments </li></ul></ul>

32.
native vs webapp <ul><li>Long term the web will win </li></ul><ul><ul><li>Seen it played out in the desktop market </li></ul></ul><ul><li>At present - experience dependent </li></ul><ul><ul><li>Angry Birds - Native </li></ul></ul><ul><ul><li>Most Apps - web app or web browser in a native wrapper </li></ul></ul>

33.
takeaways <ul><ul><li>mobile is PART of an engagement and media strategy with YOUR audience - find out who they are, what they want, and where and when they want it </li></ul></ul>

34.
know your audience

35.
build for them

36.
takeaways <ul><ul><li>mobile is PART of an engagement and media strategy with YOUR audience - find out who they are, what they want, and where and when they want it </li></ul></ul><ul><ul><li>mobile users are different </li></ul></ul><ul><ul><ul><li>devices (screens, interfaces, connectivity) </li></ul></ul></ul><ul><ul><ul><li>usage patterns </li></ul></ul></ul><ul><ul><ul><li>times of engagement </li></ul></ul></ul>