how to optimize your social media content for mobile
TRANSCRIPT
How to Optimize Your Social Content for Mobile
Blaise LuceySenior Content Strategist
#MobileSocial
Courtney SeiterContent Crafter
Agenda
1 Why It’s Critical to Optimize Social for Mobile
2 How to Optimize for Mobile Social Content
3 Tactics and Strategies to Get Started
4 Some Brands Doing Great Mobile-Optimized Content
+#MobileSocial
In the hype game, social media is winning.
+#MobileSocial
But social = mobile
Source: comScore +#MobileSocial
But social = mobile
Source: Unified +#MobileSocial
And mobile = sharing
Source: Unified +#MobileSocial
And mobile = engagement
+#MobileSocialSource: Forrester
And mobile = the future
+#MobileSocialSource: Piper Jaffrey
SO EVERY SOCIAL STRATEGY for
IS A MOBILE STRATEGY
#MobileSocial +
Defining Your Audience
+#MobileSocial
To think about mobile strategies, you need to measure how much of your audience is mobile. Google Analytics lets you do that pretty easily. Here’s the analytics for the Bitly website. We can see that 20% of our traffic is mobile, which is a perfect tipping point to make sure that everything we create is optimized for mobile… especially given that so much inbound traffic comes from social media.
Can mobile users use the website? Can they register for a webinar after coming in from a tweet? Can they download an eBook that gets promoted on Facebook? Always test out what the user experience is like for yourself - it only takes a few minutes. For this webinar, for example, we wanted to run a Twitter Card promotion. So we tested out the registration experience on a phone before paying to run the ads.
Defining Your Audience
+#MobileSocial
At Bitly, we also use our Audience Intel product (from Bitly Brand Tools) to see how mobile our audiences are across different channels. Here, the orange bar represents the percentage of our social media followers that engage with our content on mobile.
Defining Your Audience
+#MobileSocial
You can also analyze the most popular day of week or time of day to post across different channels. Some clients use this information to time mobile campaigns or pop-up notifications to maximize engagement.
Defining Your Audience
+#MobileSocial
Most social media channels have analytics platforms that can offer a breakdown of mobile audiences.
Here, we can see that the majority of Bitly’s Twitter followers are still accessing our Twitter account by desktop.but the difference is only around 20%.
Defining Your Audience
+#MobileSocial
It isn’t easy to measure the mobile / desktop breakdown of Facebook fans. But if you create a Custom Audience using Facebook Audience Insights, you can take a look at a general breakdown.
Here, we can see audiences similar to Bitly’s Facebook fans use a combination of mobile and desktop… but 20% only use mobile. All the more reason to create mobile social content.
But before optimizing, companies have to develop an app-first infrastructure… fast.
+#MobileSocial
Ad-blocking apps in iOS 9 block all display ads in the mobile web,
so you need to start focusing on in-app experiences.
+#MobileSocial
So what’s the app landscape today?
85%of time spent on smartphones is spent within
apps... +#MobileSocial
But only 28% of companies are using deep linking to personalize
the app experience.
+#MobileSocialSource: URX
Deep Links for Mobile + Socialsimplify & personalize the journey from
social to branded apps.
+#MobileSocial
Paid Social Ads need deep links in order to drive customers to the right place in the app.
Image: Sarlitt.me+#MobileSocial
Facebook Ad(fake)
Zappos Home“Wait… I wanted those
sweet boots.”
Zappos Product“Oh snap. What a deal.
Add to cart.”
vs.
Deep Links for Loyalty & Referrals can personalize the experience for users & drive big results.
Image: Sarlitt.me+#MobileSocial
vs.
Normal StartDownload direct from App Store
Referral StartDownload after clicking on referral link
25% bookings300% signups
Tactics & Strategies to Get Started
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
What does mobile-friendly content look like?
+#MobileSocial
DOWNLOAD THE APP!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
...and in your social campaigns?
+#MobileSocial
● Are calls-to-action visible & usable on mobile?
● Is the social page easy to navigate?
● How many steps does it take to participate in a mobile social campaign?
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Test How It Looks...
+#MobileSocial
Responsinator
Browserstack
Screenfly
TOOLS TO USE
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
… and How It Works.
+#MobileSocial
Google’s Mobile Friendly Tester
W3C mobileOK Checker
mobiReady
TOOLS TO USE
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Analyze Mobile Use Patterns
+#MobileSocialSource: IDG
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Understand Mobile Behavior
+#MobileSocialSource: HBR
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
On Pinterest...
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
...and Instagram
+#MobileSocialSource: Mavrck
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
…and Twitter.
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Find the Right Time to Post
+#MobileSocial
bit.ly/bufferschedule
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Content that gets attention: Images
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Content that gets attention: Video
+#MobileSocialSource: eMarketer
4
Great Examples of Mobile Social Marketing
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
New York Times: Empathizing with mobile viewers
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Buzzfeed: Focusing on mobile-forward platforms
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Zappos: Embracing the customer journey
+#MobileSocial
DOWNLOAD THE APP!
BUY NOW!
1. OMNICHANNEL RETAIL
combines digital, mobile & physical sales.
IN STORE
Dominos: Personalizing the experience
+#MobileSocial
Get Started with
MobileSocial
Content
Step 1: Commit to a Mobile Mindset
Step 2: Understand Your Audience’s Patterns
Ready to get started?
Step 3: Optimize Your Content and Social Strategy
+#MobileSocial
THANK YOU#MobileSocial
WANT MORE?
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bitly.is/LinkingGuidebitly.is/iOS9impact
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