1. N O V E M B E R 1 8 , 2 0 1 0
What’s next?
The rise of mobile marketing

2. Going Mobile
Challenges, opportunities
& shrinking budgets
Photo: Jose Luis Palaez Inc, Getty Images

5. Knowledge
Desire
Emotion

6. Intro
From people
of the book

7. to people
of the screen

8. How has this affected reading and writing?

10. The amount of time people
spend reading has almost
tripled since 1980.
Photo: Didi, Getty Images

11. Ordinary citizens
are now composing
1,500,000
blog posts per day.
Source: Smithsonian Magazine, Reading in a Whole New Way, August 2010 Photo: Didi, Getty Images

12. Young people, in college or at work,
collectively write
12,000,000,000 quips per day
from their phones
with their thumbs.

13. Books develop
a contemplative mind.

14. Screens
provoke
action.

15. In the world of screens,
a fact does not “exist”
until it is linked.

16. Making sure your message
(your art, your creation) is found.
SEARCH ENGINE OPTIMIZATION

17. Making sure your message
is linked.
SOCIAL MEDIA

18. Making sure your message
is effective.
ANALYTICS

19. Making sure your message
is accessible.
MOBILE

20. Making sure your message
is relatable.
BRAND

21. Because it’s all about
the message.
THE TRUTH

22. Pittsburgh-based, full service, 30+ person marketing firm
Creative
Interactive & Technology
Strategic Marketing & Planning
Public Relations & Media
Brand Development
Channel Marketing

23. Why SEO?

24. Why SEO?
1
Education is the number one
searched category
Data Source: AdAge

25. Why SEO?
40 Over 40% of all web traffic
is driven by search
Data Source: AdAge

26. Data Source: ComScore
Why SEO?
100,
000,
000,
000 searches per month

27. Search term
Paid results
Organic results

30. Search Engine 70%
Market Share
2008
Google
Yahoo!
Baidu.com
Microsoft 2%
eBay 2%
NHN 3%
12%
11%
Data Source: ComScore

31. Search Engine 77%
Market Share
2009
Google
Yahoo!
Baidu.com
Microsoft
eBay 2%
NHN 2%
3% 9%
8%
Data Source: ComScore

32. Google’s 24%
ranking algorithms
5%
6%
22%
Trust/Authority 7%
Link Popularity
Anchor Text
On-Page Keywords
Registration 15%
CTR Data
Social Metrics 20%
Data Source: Seomoz.org

33. Reaching the top of Google
Popularity of a page through links
Authority of a page through:
Age of the domain
Top-level domain (.edu & .gov have most authority)
Popularity of external ink leading to page
Relevance of a page based on content and metadata
Location of a page based on:
Site architecture
Geographic location of the searcher

34. Reaching the top of Google
User Engagement
Social Media
Viral Marketing Social
Manual Requests
Link Creation
Content-based link Link Building
strategy
Brainstorm Keywords
Phrase Selection
Keyword Research
On-page Targeting:
Titles, Metas, H1s,
Anchor Text
Unique Text Accessible Content
Internal links
URL Structure
Sitemap
Bot Accessibility

35. A new web presence for North Central

36. URL Title
Meta
Descriptions
Navigation
Current Events
Keywords
& Content ???
Links

37. SERP rankings
Branded Keywords

38. SERP rankings
Non-branded Keywords

39. SEO 101
Page architecture + Structure = Simplicity
Relevant Content : True to your goals
SEO is an on-going process

40. 50 1 in 2 Americans will own
a smartphone by the end of 2011
Data Source: The Nielsen Company

41. 50 60
90
80
70
1 in 2 Americans will own
50
a smartphone by the end of 2011
40
30
20
Smartphone Feature Phone
10
2008 Q2 2008 Q4 2009 Q2 2009 Q4 2010 Q2 2010 Q4 2011 Q1 2011 Q2 2011 Q3
Data Source: The Nielsen Company

42. Photo: Citizen Stock
43
access internet daily

43. 54 download and use apps
Photo: Citizen Stock

44. 67 are not open to solicitation
Photo: Citizen Stock

45. $129,000
average cost of mobile development

46. Why?

47. Why?
“Anyone who’s betting against the web
right now is an idiot.”
Daniel Applequist
Co-chair,
WC3 Mobile Web Initiative

48. Mobile trends and statistics.
Global users and usage (in millions). Source: CIA World Factbook
China Japan USA
1500
1300
1125
47% 22% 27%
750 634
366
375 307 270 298
231
127 150
110 91
48
0
Population Mobile subscribers Internet users Landline phones

49. Mobile trends and statistics.
Global users and usage (in millions). Source: CIA World Factbook
China Japan USA
1500
1300
1125
88% 75% 49%
750 634
366
375 307 270 298
231
127 150
110 91
48
0
Population Mobile subscribers Internet users Landline phones

50. Mobile trends and statistics.
% growth of non-voice applications Source: Pew Research
April 2009 May 2010
76
72
66 65 38
34 34
33 34
30
27 25 25
21 20 19
Take a pic SMS Gaming Email Internet Music IM Video

51. Mobile trends and statistics.
% YAYAs (youth & young adult) usage, ages 18-29 Source: Pew Research
100
95 93 33%
83
75
65
50 52
48
25
21
0
SMS Photo Send photos Internet Email Social Status updates

52. Mobile trends and statistics.
% general usage of non-voice mobile applications Source: Pew Research
100 95 93
18-29 30-49 50-64 65+
82 83
80
67 65 64
60
60 57
52
48 46
43
40 36 37 37 35
34
23 21
19 18 20
20
10 11 9
SMS Take a pic Internet Music Gaming Email Social IM Purchase Status

53. Mobile trends and statistics.
% adult internet access from cell phone Source: Pew Research
April 2009 September 2009 May 2010
43
39
37
27
24 25
15 15
12 12 13
10 9 9
8
Many/day Once/day 3-5 days/wk 1-2 days/wk < weekly

54. How do students
learn about schools? Source: E-Expectations, Noel Levitz
Mail Parents/People Email High School School Website
Google College Fair College Search Site Web Advertising Gen Advertising
Athletics
89
80 79 77 75
65
61
45 41
35 34

55. Mobile trends and statistics.
Experience
25%
may remove a school
from its consideration
due to a bad web
experience
Source: E-Expectations, Noel Levitz

56. Mobile trends and statistics.
Experience
92%
would consider a
bad web experience
as an inability to
find the information
they need
Source: E-Expectations, Noel Levitz

57. Mobile trends and statistics.
Experience
23%
searched college sites
from their smartphone
Source: E-Expectations, Noel Levitz

58. Mobile trends and statistics.
Top four interactive tasks
100
91
75 77
68 67
50
25
0
Online Application Campus Visit Form Cost Calculator Course Catalog

59. Mobile trends and statistics.
USA users and usage (percentage of pop).
41%
Internet users
Mobile subscribers
Landline phones
“US marketers are right at the edge 23%
of a quantum leap. Asia could lose their lead
in mobile if North America gets serious.”
35%
Sean Rach
director of digital media, Prudential Asia
chariman of MMA Asia-Pacific

60. Mobile trends and statistics.
Global smartphone market share.
17%
Symbian
Android
Apple 25%
RIM
15%
Windows
Linux
Other
3%
2%
1%
37%
Source: Gartner Research

61. Mobile trends and statistics.
Brand loyalty – Android
Android
iPhone
Blackberry 21%
Other
3%
71%
5%
Source: The Neilsen Company (Q 2010)

62. Mobile trends and statistics.
Brand loyalty – iPhone
Android
iPhone 89%
Blackberry
Other
2%
3%
6%
Source: The Neilsen Company (Q 2010)

63. Mobile trends and statistics.
Brand loyalty – Blackberry
42%
Android
iPhone
Blackberry
Other
29%
7%
21%
Source: The Neilsen Company (Q 2010)

65. Shapes,
Enhances,
Completes,
your brand
perception.

66. Best Uses of Mobile Marketing
for prospective students.
Find my major or program of interest
Register for a campus visit
Contact admissions – Inquire or Apply
Check my status
Pay my...

67. Best Uses of Mobile Marketing
for alumni relations.
Request a transcript
Find a classmate
Check in with athletics – sport scores, etc.
Register for homecoming
Give a financial gift

68. Three colleges.
Three directions.
College of Charleston
Kettering University
University of Chicago

69. Kettering University.
m.kettering.edu

75. College of Charleston
m.cofc.edu

80. University of Chicago
uchicago.edu/mobile

83. .../mobile

84. What can I do with one of these?

85. Best practices from the business world.
UPS “Problem Solved”

86. Best practices from the business world.
UPS “Problem Solved”

87. Best practices from the business world.
Motorola “Say Goodbye”
Please visit http://tinyurl.com/2cpskgs to view video

88. Rule 1
Start at the beginning.
Why are you doing this?
Awareness?
Engagement?
Conversion?
Because it’s cool?
Fear of loss?

89. Rule 1
Start at the beginning.
Who are you doing it for?
Prospective Students?
Current Students?
Campus Community?
Alumni?

90. Rule 1
Start at the beginning.
How do you want it used?
In five-minute segments?
Spend time with it?
Campus or academic
information?
Institutional awareness
or promotion?

91. Rule 1
Start at the beginning.
What do you actually want?
Stand-alone App:
Device dependent
Self-contained
How will it be distributed?
Faster, better performance
Expensive to produce

92. Rule 1
Start at the beginning.
What do you actually want?
Mobile Web:
Easiest to learn
Cheapest to produce
Most standardized
Most available
Easiest to distribute

93. Rule 2
Don’t believe
everything you read.

94. Rule 2
Don’t believe
everything you read.
“The only prevailing wisdom in mobile is
that there is no prevailing wisdom.”
Daniel Applequist
Co-chair,
WC3 Mobile Web Initiative

95. Rule 3
Don’t begin with
the constraints.
It can’t be done
It probably can be done
but it’s not worth doing.
I knew it was a
good idea all along
Photo: Citizen Stock

96. Rule 3
Don’t begin with
the constraints.
Don’t invite this guy to
the start-up meetings
Photo: Citizen Stock

97. Rule 4
Focus on context,
goals and needs.
Start by defining the
context of the user
Uncover their goals
Find their tasks

98. Rule 5
You can’t support
everything.
What can you support?

99. Rule 5
Don’t convert
it, create it.

100. Rule 5
Don’t convert
it, create it.

101. Rule 7
Keep it simple.
Task-based navigation.
User-centered content.
Always available.
NOT a presentation of
the device’s capabilities.

102. More megaphones
won’t make your story any better.

103. PERSON

104. Another College
Another College
Another College
Another College Your College
Another College

105. Another College
Another College
Another College
Another College Your College
Another College Survivor party
Skiing at Seven Springs
iTunes rock
I’m too fat Summer vacation
My parents
I need an iPhone
I need a job
I miss Tim
Online chat The beach
I lost my cell phone Ballet recital
party on Friday
Girl’s night out

106. Girl’s night outjeans
Levi’s
Soccer practice Toby Keith Feed the dog
Toby Keithbeach
I miss Tim scores Pizza Skiing at Seven Springs boys
SAT Another College The boys boys need an iPod on Friday
I party
Survivor party Another College Chinese food
Soccer practice Girl’s night out I’m too fatFeed the dogOnline chat iTunes rock
Ballet recital Shopping
boys boys boys Study for math College
Another
Levi’s jeans party on Friday Pizza Alicia Keys
Another College Grove Cityboys
My parents boys
boys College
Shopping party on Friday Soccer practice Feed the dog Wings
Study for math Survivor party
Summer vacation
Ballet recital
Another College Alicia Keys Soccer practice
I lost my cell phone Survivor party Ithe dog Tim
miss
boys boys Iboys Tim scores Pizza
miss SAT Feed
Soccer practice
Survivor partyat Seven Springs Shopping
oys boys boys
Girl’s night out food
Chinese Skiing Girl’s Study out math Shopping
I need an iPod night
for Ballet recital
The beach
Toby Keith Keys
Alicia party on Friday boys boys boys Weekend trip with Sandi food
Chinese
iTunes rock Soccer practice Alicia Keysparents
My
Wings Shopping Pizza fat
I’m too Summer vacation Soccer practice scores
SAT jeans
Levi’s
boys boys boys
I’m too fatparty
Survivor
Levi’s jeans Ballet recital ChineseGirl’s too fat
I’m
food night out Shopping Study for math
My parents practice
Soccer Gymnastics practice
My parents iTunes rock I lost my cell phone I need aSummer vacation
I lost my cell phone job Podcasts Podcasts Soccer practice
Chinese food Shopping Keith Urban StudyIfor Chinese food boys boys boysShopping Girl’s night out
boys boys boys Girl’s night out night out
Girl’s need an iPhone
math
The beach I need a job Feed the dog Pizza Chinese food
I miss Timfood Toby Keith I’m Feed the dog
too fat
boys I’m boys jeans Online I miss math
Chinese The beach
Chinese food Levi’s jeans too fat
boys Levi’s Tim
Online chat rock
chat iTunes
My parents
Soccer practice jeans
Levi’s Skiing at Seven Springs party on Friday Pizza
Study for
Online chat I’m too fatFeed the dog
I’m too fat Online chat iTunes My parents beach
Online chat
rock The boys boys
boys
Levi’s jeans party on Friday Pizza
Study for math
boys boys boys boys boys boys Summer vacation I need apractice
Soccer
job
I lost my cell phone boys recital boys boys
Ballet boys
My parents boys boys party on Friday
Soccer practice
The beach chat
Online
Pizza vacation night out
Girl’s
Study for math boys Summer vacation Podcasts too fat I’m Summer
I’m too fat boys boys Soccer practice Girl’s night out Summer vacationneed a job
boys boys boys I
Pizza beach night
The Girl’s
Pizza jeans
Levi’s I’m too fatFeed
Podcasts ShoppingI lost the cell phone
Weekend trip with Sandi dog
My parents boys boys Iboys Tim scores Pizza
miss on SAT Soccer practice
my
Survivor party party Study for math night out
Friday Girl’s Soccer practice Girl’s night out Chines
Podcasts
boys boys boys
I need anGirl’s night out
iPod Jack fat Johnson
Chinese foodtooWeekend trip with Sandi I’m too fa
I’m Chinese
Podcasts party on Friday practice
Soccer practice
Soccer boysI boys boys iPod Feed Shopping
need an Ballet recital the dog
I need an iPod
Soccer practice Shopping Pizza night out
Girl’s
American Idol Shopping Toby Keith chat
Chinese food Online
JackWeekend trip with Sandi
Johnson Wings
Shopping Summer vacation Alicia
Alicia Keys Katie
Ballet recital Chinese foodtoo fat vacation
Summer
I’m
American job
I lost my cell phone I need aSummer Idol
Feed the vacation
dog American Idol I need an IM
Feed the dog iPod
Ballet recital out
Girl’s night Podcasts Girl’s night out I need aIM Micheal Pizz
Girl’s night out job
Shopping Keith Urban miss Tim Ballet boys boys Urban
Keith boysI miss Tim Soccer practice
Girl’s night out I Study for Chinese food
math recital Ballet recital
My parents Idol
American jeans I’m too fat boys boys boys
Feed the dog party on Friday Wings
Levi’s Toby Keith The beach party on Friday
Girl’s night out
I miss Tim Skiing at Seven Springs boys boys boys Friday Keith Urban party on Frida
party on
Soccer practice I’m too fat Podcasts chat iTunes rock Podcasts Ballet recital
Feed the dog Online
I’m too fat
party on Friday The beach Pizza
Levi’s jeans party on Friday Gymnastics practiceThe beach Gymnastics practic
Study for math
My parents boys boys
boys Soccer practice

107. Girl’s night outjeans
Levi’s
Soccer practice Toby Keith Feed the dog
Toby Keithbeach
I miss Tim scores Pizza Skiing at Seven Springs boys
SAT Another College The boys boys need an iPod on Friday
I party
Survivor party Another College Chinese food
Soccer practice Girl’s night out I’m too fatFeed the dogOnline chat iTunes rock
Ballet recital Shopping
boys boys boys Study for math College
Another
Pizza Alicia Keys
Another College My parents Your College
Shopping party on Friday Soccer practice Feed the dog Wings
Study for math Survivor party
Summer vacation
Ballet recital
Another College Alicia Keys Soccer practice
I lost my cell phone Survivor party Ithe dog Tim
miss
boys boys Iboys Tim scores Pizza
miss SAT Feed
Soccer practice
Survivor partyat Seven Springs Shopping
oys boys boys
Girl’s night out food
Chinese Skiing Girl’s Study out math Shopping
I need an iPod night
for Ballet recital
The beach
Toby Keith Keys
Alicia party on Friday boys boys boys Weekend trip with Sandi food
Chinese
iTunes rock Soccer practice Alicia Keysparents
My
boys boys boys Pizza fat
I’m too Summer vacation Soccer practice scores
SAT jeans
Levi’s
I’m too fatparty
Survivor Ballet recital ChineseGirl’s too fat
I’m
food night out Shopping Study for math
Levi’s jeans
My parents practice
Soccer Gymnastics practice
My parents iTunes rock I lost my cell phone I need aSummer vacation
I lost my cell phone job Podcasts Podcasts Soccer practice
Chinese food Keith Urban StudyIfor Chinese food boys boys boysShopping Girl’s night out
boys boys boys Girl’s night out night out
Girl’s need an iPhone
math
The beach I need a job Feed the dog Pizza Chinese food
I miss Timfood Toby Keith I’m Feed the dog
too fat
boys I’m boys jeans Online I miss math
Chinese The beach
Chinese food Levi’s jeans too fat
boys Levi’s Tim
Online chat rock
chat iTunes
My parents
Soccer practice
Skiing at Seven Springs Study for Pizza
Online chat Feed the Online chat iTunes My parents beach party on Friday
I’m too fatdog rock The boys boys
boys
Online chat
Levi’s jeans party on Friday Pizza
Study for math
boys boys boys boys boys boys Summer vacation I need apractice
Soccer
job
I lost my cell phone boys recital boys boys
Ballet boys
My parents boys boys party on Friday
Soccer practice
The beach chat
Online
Pizza vacation night out
Girl’s
Study for math boys Summer vacation Podcasts too fat I’m Summer
I’m too fat boys boys Soccer practice Girl’s night out Summer vacationneed a job
boys boys boys I
Pizza beach night
The Girl’s
Pizza jeans
Levi’s I’m too fatFeed
Podcasts ShoppingI lost the cell phone
Weekend trip with Sandi dog
My parents boys boys Iboys Tim scores Pizza
miss on SAT Soccer practice
my
Survivor party party Study for math night out
Friday Girl’s Soccer practice Girl’s night out Chines
Podcasts
boys boys boys
I need anGirl’s night out
iPod Jack fat Johnson
Chinese foodtooWeekend trip with Sandi I’m too fa
I’m Chinese
Podcasts party on Friday practice
Soccer practice
Soccer boysI boys boys iPod Feed Shopping
need an Ballet recital the dog
I need an iPod
Soccer practice Shopping Pizza night out
Girl’s
American Idol Shopping Toby Keith chat
Chinese food Online
JackWeekend trip with Sandi
Johnson Wings
Shopping Summer vacation Alicia
Alicia Keys Katie
Ballet recital Chinese foodtoo fat vacation
Summer
I’m
American job
I lost my cell phone I need aSummer Idol
Feed the vacation
dog American Idol I need an IM
Feed the dog iPod
Ballet recital out
Girl’s night Podcasts Girl’s night out I need aIM Micheal Pizz
Girl’s night out job
Shopping Keith Urban miss Tim Ballet boys boys Urban
Keith boysI miss Tim Soccer practice
Girl’s night out I Study for Chinese food
math recital Ballet recital
My parents Idol
American jeans I’m too fat boys boys boys
Feed the dog party on Friday Wings
Levi’s Toby Keith The beach party on Friday
Girl’s night out
I miss Tim Skiing at Seven Springs boys boys boys Friday Keith Urban party on Frida
party on
Soccer practice I’m too fat Podcasts chat iTunes rock Podcasts Ballet recital
Feed the dog Online
I’m too fat
party on Friday The beach Pizza
Levi’s jeans party on Friday Gymnastics practiceThe beach Gymnastics practic
Study for math

108. Authenticity
is being who you are.
is doing what you promise.

109. One voice. One story.
One person at a time.

110. One more thing...

118. Questions?
Ed Macko Scott Pipitone
emacko@pipitonegroup.com spipitone@pipitonegroup.com

119. Source List (when not noted on slide)
Slides 6-15: Reading in a Whole New Way; Smithsonian Magazine, August 2010 ( http://tinyurl.com/262v3jt )
Slide 32 & 34: Seomoz.org ( http://tinyurl.com/mzymlv )
Slides 42-47: The Tao of Mobile Marketing; Marketing News, April 2010*
Slides 50-53: Mobile Access 2010; Pew Research Center, July 2010 ( http://tinyurl.com/2a4gp27 )
Slides 54-57: E-Expectations 2010; Noel Levitz, NRCCUA, OmniUpdate ( http://tinyurl.com/292ldv )
Slide 59: The Tao of Mobile Marketing; Marketing News, April 2010*
Slides 61-63: Next Desired Smartphone OS; The Nielsen Company, 2nd Qtr 2010 ( http://tinyurl.com/2waypu6 )
Slides 85-86: UPS “Problem Solved” Campaign ( http://tinyurl.com/26m82rw )
Slide 87: Motorola “Say Goodbye” Campaign ( http://tinyurl.com/2cpskgs )
Screen shots (slides 64-83 & 88-92) are displayed for discussion only and do not imply work created by Pipitone Group.
*Marketing News is a publication of the American Marketing Association