Presented by:Raul VielmaDirector of Digital Solutions561-820-4277rvielma@pbpost.com

Think Outside the Banner – What’s New & What’s Next

April 15, 2011RealSolutions.PalmBeachPost.com

Melissa PattersonMobile Editor561-820-4012mpatterson@pbpost.com

Elissa NaufulFounder/CEO Ballywho Interactive813-347-4400elissa@ballywhointeractive.com

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What you can expect to get out of this workshop

The rapid adoption of mobile devicesMobile terms you need to knowThe who and what of mobile usageMobile influence of consumersWhat is community in social mediaPlatform reviewThe evolution of social mediaWhat gets measured gets done

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MOBILE

Adoption of mobile devicesMobile Terms you need to knowWho and what of mobile usageMobile influence on consumers

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“Why should I care?”

• 93% of all Americans owned a cell phone as of June 2010

• More people will use their phones to browse the Web than their computers by 2013 (prediction)

• Global smart phone shipments surpassed PCs in Q4 2010

Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey

• U.S. mobile ad spending to reach $1.2B this year (prediction)

• One-third of all American online consumers (82M people) will own tablets by 2015 (prediction)

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Mobile 101• Smart phone: An advanced phone with an operating system; runs apps, requires data plan.

• Feature phone: A low-end phone for calling, text messaging or basic Web activities

• SMS (Short Messaging Service)/MMS (Multimedia Messaging Service): “Text messages” and “picture/video messages.”

• Native apps vs. web apps: Native apps are downloaded/stored on the device; web apps live on the Web and are viewed via the Internet.

• Short codes: 4-6 digit numbers often used to run advertising campaigns or subscription services; The Post’s shortcode is 72411 (PB411).

Prepare to react; keep your phone stand-by!

TXT 1

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Internet 1

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Twitter 1

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Voting is anonymous

The text on this slide will instruct your audience on how to vote. This text will only appear once you start a free or a credit session.

Please note that the text and appearance (font, size, colour, etc.) cannot be changed since it’s proven to be the ultimate explanation

for a smooth voting process.

Which of the following is NOT a smart phone?

A. iPhoneB. Motorola DroidC. LG enVD. BlackBerry Torch

# of votes: 0

TXT These explanation texts will be replacedInternet after you have started a session.Twitter It is possible to move this shape.

Which of the following is NOT a smart phone?

A. iPhone

B. Motorola Droid

C. LG enV

D. BlackBerry Torch

0.0%

0.0%

0.0%

0.0%

TXT These explanation texts will be replacedInternet after you have started a session.Twitter It is possible to move this shape.

Currently own a mobile phone: 1,271,100Source: 2010 Scarborough Report, Release 2

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Top 5 ways mobile phone users use their phone:1. Make local and long distance calls (75%)

2. Text (49%)

3. E-mail (19%)

4. News/Traffic (15%)

5. Search (14%)

More than 1,271,100 mobile phone users in our market.

Some of the demographic characteristics of mobile phone users are:

▀ Adults 18 to 44 (41%)▀ College educated (57%)▀ Have children (32%)▀ Employed (54%)▀ Household income of $75,000 or more (41%)

Fact or Fiction: Only young people use smart phones. FICTION!

Adults 45 to 54

Adults 35 to 44

Adults 25 to 34

Adults 18 to 24

0% 25% 50%

24%

18%

25%

15%

Fact or Fiction: Smart phone users are just a bunch of single guys looking to hook up. FICTION!

Widowed

Divorced/Legally separated

Never married (single)

Married

0% 25% 50% 75% 100%

3%

6%

30%

61%

Male; 52%

Fe-male; 48%

Total Palm Beach County Adults: 1,025,700Source: 2010 Scarborough Report, Release 1

Adults 55+

Adults 18 to 54

0% 50% 100%

18%

82%

Fact or Fiction: Smart phone users

Source: 2010 Scarborough Report, Release 2

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Fact or Fiction: Smart phone users make money. FACT!

Less than $75,000

$75,000 or more

0% 50% 100%

40%

60%

Retired

College educated

0% 25% 50% 75% 100%

7%

71%

49%

67%

Fact or Fiction: Smart phone users are educated. FACT!

Total Smart Phone Users: 541,600Source: 2010 Scarborough Report, Release 2

$150,000 or more

$100,000 to $149,999

$75,000 to $99,999

0% 25% 50%

20%

23%

17%

Service

Management

Professional

Sales & Office

0% 25% 50%

13%

14%

16%

22%

Fact or Fiction: Smart phone users

Source: 2010 Scarborough Report, Release 2

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Mobile Influenced Sales & Engagements

Find local store hours

Get driving directions

Browse What’s

Near Me Now

Locate a business

on maps

Search near My Location

Find friends nearby

1 in 3 mobile search queries have local intent

Call a local business

Source: Kelsey Group as presented by Google, 2011

Mobile enabled campaign and landing page

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Landing page features:• Phone number• Web address• Google Map• Email entry

Mobile campaign will include creative design for:iPhone/Android (320x53)Blackberry (300x50)Other Feature phones (216x36)

Real-Time Social Features Accelerating Mobile Usage Growth - Sharing + Location + Friending...

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Matt Murphy/Margaret Meeker Top Mobile Internet Trends Presentation 2/11/11

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Download Complete: Mobile

▀ 85% of our local market adults use a mobile device▀ Mobile phones are used not just for making calls▀ People are looking for local information with their mobile device▀ Mobile advertising can deliver your message to people on-the-go▀ Social features have increased mobile usage

SOCIALRelationships and IntimacyWhat is community?Newest tools and tips: Platform Review

Understanding messagingCollaboration and communityEmpowerment and internal messaging

The evolution of social mediaWhat gets measured gets done

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What is Web 2.0?

▀ A new set of internet tools that enable shared community experiences, both online and in person

▀ Here, a community is a group of people (large or small, local or global, public or membership based) who have common interests and connect with one another to learn, play, work, organize and socialize.

▀ Social media is a communication tool and form of word of mouth you manage to drive brand awareness, the most critical basic form of advertising.

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Why does social matter?

▀ It has never been more important to develop an online presence and integrate that with your marketing tactics

▀ Social is everywhere and it is changing and there is an evolution which is causing a revolution

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Mike Aruaz’s Spectrum of Online Friendship

Source: Mike Arauz

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The Social Media Effect

Source: Social Reflection

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Facebook

Places

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Platform: Facebook

▀ Facebook Demos: 550M people are on FB, 1 in 2 are on every day for an average of 22 minutes and the average Facebooker has 130 friend

▀ Updated user stats▀ Places▀ Page enhancements▀ Metrics

▀ Search Tips

▀ Custom Tabs23

Twitter

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Platform: Twitter

▀ 155 Million Tweets are sent out every day that is a 41% increase from LAST MONTH

▀ New Interface

▀ Best Uses of Twitter

▀ Analytics▀ Which tweets are spreading▀ Who is most influential▀ Klout▀ Omniture▀ Twitalizer

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Platform: YouTube

▀ YouTube exceeds 2 billion views per day▀ 24 hours of video are uploaded every minute▀ Average person spends 15 minutes a day on YouTube▀ 94% of Ad Age’s top 100 advertisers have run campaigns on YouTube and the Google

Content Network

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Source: The Viral Blog

Platform: Blogs

▀ Best Practices

▀ Blog Plug In Update

▀ Promotion of your blog

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Platform: Four Square

▀ What's Foursquare's main feature? Foursquare allows you to share your location with friends. So, when you walk into a bar or restaurant or mall, you "check-in" (Foursquare's term) on your cellphone or mobile device, and your friends will see where you are on a Foursquare map.

▀ You earn points and "badges" for checking-in frequently, or at a certain time. If you raise enough points you become "mayor" of a certain area.

▀ What's in it for the businesses? Starbucks is testing Foursquare as part of its customer-loyalty program, and other companies are also using it to reward frequent visitors. Foursquare is rolling out a free analytics program that will give participating businesses detailed information on who is checking-in to their locations, and give them the ability to communicate with the visitors.

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What's in it for Foursquare users? Connecting with friends, the fun of earning badges, and various perks from the places where they check in. Foursquare also gives you access to your check-in history, giving you a snapshot of where you go, who you meet there, and what you're spending money on.

Source: http://theweek.com/article/index/200751/What_is_Foursquare

Reputation Management

▀ What do you know?▀ Keywords Tracking▀ Real Time tools

▀ Hootsuite▀ Tweetdeck▀ Google Alerts

▀ Enterprise tools▀ SM2▀ Radina6

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Review

▀ Changes in the social landscape

▀ What is social media half-life

▀ The integration of social into life

▀ How new tools change the direction and our focus

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Biggest Issues with Social

▀ Time▀ Lack of understanding▀ Not linked to a bigger strategy▀ Mainstream▀ Metrics▀ Tools

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▀ Social Half Life▀ Confusion▀ Intimidation▀ Fear▀ Fragmented

Social Media Scorecard

This tool will help you define what social sites are important to consider

Platform Target Market Objective Scale 1-5

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Why am I doing all of this?

Because you want to do one thing….with social

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What is a community?

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How is social changing communities?

Why does it matter?

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Key steps for creating a community

▀ Chose the platform (Facebook, Twitter, etc.)

▀ Define your measurement of success

▀ Determine your communication method, video, audio, text…

▀ Who is your internal champion?

▀ Who is going to deal with:▀ Moderating▀ Tone▀ Content▀ Collaboration▀ Cultivation▀ Growth

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Tips for Effective Community Building

To build a thriving online community, there must be:

1. A strong, compelling user purpose

2. Communication tools that make it easy to connect and a user interface that supports connection

3. Content/Events to draw users back and give them opportunities to mingle

4. History, or backstory, that creates an affective bond

5. Identity/Status/Reputation - facilitate creating and displaying who a member is

6. Boundaries/Groups - special groups or levels for members of different status

7. Trust - needs to be embedded within the structure of the site and interactions with and between members.

Source: Guide to Building an Online CommunityAn inside look at how and why people connect virtually By Shara Karasic, Work.com Community Manager

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How to establish a fan base

▀ Internal marketing

▀ Link Building

▀ Cross Promotion

▀ Twitter Lists

▀ Mentioning other fans/friends

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Download Complete: Social Media

▀ Complete marketing and web reviewReal terms, take a hard look at your marketing and communication

▀ Determine your target demoWho are you talking to?

▀ Be authenticKeep it real

▀ Be consistentLet people know who you are

▀ Share▀ Be multi dimensional

Video/Audio▀ Be active

Don’t create and flake

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Questions?

To download presentation go to: bit.ly/DDseries3

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What’s next from The Palm Beach Post