MOBILE IN 2012Important facts for Facebook marketers to know

Presented by: Gamaroff Digital23 November 2011

• The adoption of mobile is the fastest grown platform in history. • Nearly a third of Facebook’s 750m user-base use it on mobile

exclusively! • The platform is being ignored and the anger is being felt in

social media when users click a link to an app on their feed and are diverted to the fan page home screen instead of the competition.

• People are mobile, and any campaign not developed for this platform is only half a campaign.

• Facebook have just released a major update to their mobile app and Platform to all apps to have a mobile equivalent that users can link to in their feeds. Most companies have just ignored this and users still go nowhere when linking to them.

The value of a mobile campaign

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• Our internal tracking on other Facebook campaigns, for large and small brands, where users link through from Facebook sharing channels, looks as per the figure.

• All of these users are reverting to the wall and thinking nothing else of it.

• As more apps appear, however, anger will start to surface in social media when people cannot access it.

The value of a mobile campaign

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Facebook CTO Bret Taylor:

“Mobile is the primary focus for our platform this year.”

“Most people in Silicon Valley view HTML5 as the future.”

“A few years from now, most every single person at Facebook who works there is going to be working mobile almost exclusively”.

• Provide the same value that users are enjoying on the site but on the mobile device.

• Not compromise on any of the functionality or the emotional engagement of users.

• To provide a seamless and slick experience that does justice to popular devices like iPhones.

• To allow users to share, comment and perform the same functions as on the app.

• To showcase brands as a cutting edge companies who adopt new platforms ahead of the curve before they are standard.

• To capture the lost target audience who only use mobile.

All Facebook campaigns now need to:

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• Only a few months ago, the only way to build a successful mobile app was through native technologies. These are difficult, require a high level of skill to build and take a long time.

• It required that budgets would need to be more than doubled to provide a mobile alternative.

• All of this has changed with the introduction of HTML5 based technologies and native wrappers to access phone hardware. It means that skilled Facebook developers can now use their familiar technologies, leverage code and graphics from their desktop projects, and adapt them more quickly and easily to mobile.

• It now means that mobile versions of apps can be built for approximately 50% of the cost of the original app.

• Budgets need to be extended to account for this.

Commercials

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• We have been staying close to the advancement of JavaScript and HTML5 in mobile development for the past year and have built our capabilities sufficiently to meet the demand.

• We are active and ready, our developers are trained and experienced and fully capable of creating high quality mobile versions of the apps we build.

• It’s important to sell the importance of mobile to clients, and make every effort to secure the budget so that we can account for this growing 22% in everything we do online.

• Gamaroff anticipate more than half of our Facebook project work in 2012 to be mobile or mobile/desktop hybrids.

Gamaroff’s capability

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• Many brilliant Facebook apps are developed without a second thought to mobile. At the moment, the problem is not perceived to be as serious only because the audience still don’t expect too much and do not shout too loudly about it. This does not mean that the audience is not being lost.

• Flash only has about 3% of those who cannot see it, yet great and costly lengths go to provide accessible alternatives whether they be HTML sites or backup gifs in banners.

• 2012 is going to see a surge in mobile to the point where all Facebook apps that do not have a mobile version will be seen as incomplete or inadequate.

• All Facebook campaigns need to have their mobile counterpart, and so it should be considered as standard.

• Gamaroff are a valuable partner to realise mobile projects in 2012.

Conclusion

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