Where It's At - How To Drive In/Out-of-Market Visitors with Two Turntables (Mobile+Social) and...

Where It’s At How to Drive In/Out-of-Market Visitors With Two Turntables [Social and Mobile] and a Microphone

@TheTimHayden  �  November  9,  2011  �  #SoMeT  

There's a destination a little up the road

From the habitations and the towns we know

A place we saw the lights turn low

The jig-saw jazz and the get-fresh flow

Pulling out jives and jamboree handouts…

Two turntables and a microphone

✚  

Bottles and cans…

…and just clap your hands and just clap your hands

I’ve got two turntables and a microphone

SMS/MMS

www.com

www.com

Mobile Experience Solutions: Technology + Strategy

Source: IDC

Mobile Experience Solutions: Technology + Strategy

Augmented  Reality    Mobile  Wallets    Location-­‐Based  Services    Near-­‐Field  Communications      Geo-­‐Fencing    Retinal  Scans    Some  Mobile  Apps  

Mobile Experience Solutions: Technology + Strategy

Non-­‐Mobile  87%  

Mobile  13%  

12,000,000 Visitors to DMO websites in 2011

Data:  GetSmartContent.com  

12,000,000 Visitors to DMO websites in 2011

View Fewer Pages: 3.18 vs. 4.63 Spend Less Time on Site: 2.51 vs. 4.18 Bounce at higher rate 52.62% vs. 41.1%

Data:  GetSmartContent.com  

“MOBILE” is – What we Do

Where we Go How we Live

HOW WE ROLL

Mobile Experience Solutions: Technology + Strategy

•  Condensed Content (4-10X reduction of desktop site)

•  Navigation limited to 2-3 actions beyond landing page

•  Quick Load Time (you have <30 seconds!)

•  Responsive Design •  Data feed (API – location, device, A-B

testing, time/date) with CRM/profiling platform

•  Cross-platform tested!

Mobile traffic most often originates from a search engine.

FACT

Context  

Location  

Time/Date  

Language  Device  Type  

Search  Terms  

Sent from my shiny new

iPhone, please excuse typos

Mobile Experience Solutions: Technology + Strategy

0%  

50%  

100%  

150%  

200%  

250%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

2010  

2011  

YOY  Growth  

“Thinking about the application(s) on your primary cell phone, which categories of applications have you used in the PAST 3 MONTHS?”

Base: 2,420 US adult smartphone owners (2011)

Weather, Games, Social, Maps & Music…Barcodes!!

Source:  North  American  Technographics®  Benchmark  Mail  Survey  2010,  2011  

Base:  5,187  US  adult  smartphone  owners  (2010)  

Mobile Experience Solutions: Technology + Strategy

Mobile Experience Solutions: Technology + Strategy

• QR Code Scan 35%

• SMS Text 40%

• URL (browser) 25%

• Unique QR code/URL 11% • IP Address 98%

• GPS shared 60%

1,000,000 Clicks, Scans and Texts

~1MM  clicks  Jun-­‐Sept  2011  –  44Doors  Capture  

¡  Keep inbound/outbound (send/receive) of texts to a maximum of 3-4 TOTAL actions

¡  With first outbound text, consider delivering rich media MMS (video, coupon, “call to action” content)

¡  Explore vendors that provide real 10-digit phone addresses as well as short codes

¡  Better used at events and in direct mail, rather than in-store (where time may be a challenging factor)

Mobile Experience Solutions: Technology + Strategy

¡  “Mobile Computing” is changing everything ¡  Brevity rules the moment, in terms of

connection + copy + call-to-action ¡  Capitalize on natural, current behavior ¡  Be pragmatic with new devices and platforms ¡  Offer multiple channels from offline to online

(QR Codes, URLs, SMS) ¡  Relevancy improves immediate conversion,

AND creates WOM (Word-of-Mouth)

tim@44Doors.com @TheTimHayden