mobile media strategy for your pr objectives by brian delong
Post on 15-Dec-2014
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developing a mobile media strategy for your PR objectives
brian delong
PR objectives• analyzing trends and correctly
predicting their consequences (art and science)
• implementing planned programs of action, which will serve both the organization and the public interest
• effectively counseling organizational leaders
• conference presentations
• employee communications
• social media engagement
• crisis communications
analyzing trends,predicting consequences
mobile data and devices
mobile data
mobile data
•Last years mobile data traffic was three times the size of the entire global Internet in 2000.
•World mobile data grew by a factor of 2.6 in 2010 from 2009.
• (3rd year in a row)
•Mobile video traffic will exceed 50 percent for the first time in 2011
device diversity
smartphones
•Average smartphone usage doubled: 79 MB per month, up from 35 MB per month in 2009.
•In 2010 almost a third of smartphone traffic was offloaded onto fixed networks via dual-mode or Femtocells.
smartphones
•AT&T Q1 2011 stats
•5.5 million smartphone sales
•largest first quarter ever
•40% blackberry, android, windows 7
•60% iPhone
tablets
•In 2010, 3 million tablets were connected to the mobile network, and each tablet generated 5 times more traffic than the average smartphone.
•Mobile connected tablets will generate as much traffic in 2015 as the entire global mobile network in 2010.
tablets
laptops/netbooks
•There were 94 million laptops on the mobile network in 2010, and each laptop generated 22 times more traffic than the average smartphone.
analyzing trends,predicting consequences
smart phone users and activities
who
who
what
where
when
when
why ?
predictions•continued growth of the mobile space for
next 3-4 years at least :)
•expansion of media formats (video)
•extension of attention windows
•new methods and interfaces of consumption
• tablets and other devices
predictions• do vs browse mindset will be the catalyst for
the evolution of “app”
• experiences will be packaged as “apps”
• apps = “targeted experience that you “own” “
• technology and device agnostic
•web apps will grow in popularity/experience
implementing planned programs of action
serving the organization and public interest
strategy phases
mobile metrics• Google Analytics - gives you some general ones now
• Platform, Connection/Provider
• Time of Visits
• Visitors - Visitor Trending - Visits (by hour)
• Percent Mobile - details
• Specific Devices, capabilities, versions
• http://www.percentmobile.com
• free starter edition and paid plans
plans of action
•More than just a small version of your website and informing the customer
•External Use Case Opportunities
•Internal Use Cases Opportunities
external opportunities
•Check In Application
•Mobile DRO - Drug Reference Online
internal opportunities
•Paperless System
building blocks
building blocks
Native Apps• Positives
• UX/UI Performance
• Device Capabilities
• Monetization – Miropayments
• Negatives
• Cross Platform
• Loss of Control
• Linkability
• Findability/Discovery
• Cost
• Resources
Webapps• Positives
• Cross Platform
• Ultimate Control
• Linkability
• Findability/Discovery
• Offline Solved
• Home Screen Available
• SEO
• Negatives
• UX/UI Performance
• Device Capabilities
• Micropayments
native vs webapp
•Long term the web will win
•Seen it played out in the desktop market
•At present - experience dependent
•Angry Birds - Native
•Most Apps - web app or web browser in a native wrapper
takeaways
•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
know your audience
build for them
takeaways•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
•mobile users are different
• devices (screens, interfaces, connectivity)
• usage patterns
• times of engagement
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