- the social media resource for small business and entrepreneurs

How to Use Mobile to Grow Your Business

The world is going mobile, giving small business new opportunities

@SStrategy1www.socialstrategy1.com

#OASocial

Brought to you by:

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• President & Chief Intel Officer of Social Strategy1, a company that activates the social web for business through intelligence gathering, strategy development, and online marketing.

• Former Founding Managing Director of the Wharton Interactive Media Initiative (WIMI) and Wharton Lab for Innovation in Publishing, recognized as authoritative thought leaders in interactive and digital media and their impact on broader business matters.

• Developed curriculum in emerging and interactive media strategies for MBA programs and Executive Education courses, and consulted with dozens of global corporations on interactive media strategy at the University of Pennsylvania

• Background includes digital business strategies, digital transformation, video and mobile messaging, social networks and development of digital revenue strategies for American Business Media, Ingage Networks, New York University and the U.S. State Department.

• Co-founder of Apptive, a company dedicated to enabling businesses to harness the power of smartphone apps, quickly and economically.

• Deep experience and knowledge in marketing, mobile and social media.

• Oversaw all B2B marketing across the media, content and social divisions as Vice President of Marketing for Demand Media.

• Background includes product strategy, enterprise mobile security, development and sales for Credant Technologies, Entrust, enCommerce, and Accenture.

Steve Ennen, President & Chief Intelligence Officer

Jason Jaynes, Co-founder of@apptive | www.apptive.com

@SStrategy1 | www.socialstrategy1.com

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SECTION 1: WHY DO I WANT A MOBILE PRESENCE FOR MY BUSINESS?

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Mobile is Here to Stay

Source: MaryMeeker KPCB Internet Trends 2011

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Smartphones are Not a Fad

Source: MaryMeeker KPCB Internet Trends 2011

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Smartphones Used by Everyone

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Apple and Android Rule

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Consumers and Smartphones

60% browsed a website 52% found location of a business

36% made a purchase

31% compared prices 30% of all restaurant searches are done on mobile

53% purchase as a result of a smartphone search

70% use smartphone while shopping in-store

51% of business travellers get travel information

Sources:• Google internal data, 2011• Google/OTX, The Mobile Movement,

US April 2011• Google/OTX, The Travelers Rode to

Decision 2011• AT&T survey of 300 small business

owners, October 2011

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Businesses and Smartphones

23% of small businesses have a mobile-friendly website

20% send text messages to customers

14% of small businesses have a mobile app

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SECTION 2: WHAT DOES IT MEAN TO BE MOBILE ACCESSIBLE?

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3 Ways to Get a Mobile Presence

Full website accessed from mobile browser

Mobile website accessed from mobile browser

Mobile app accessed directly on device

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Compare the 3 Approaches

Full Site Mobile Site Mobile App

Formatted for smartphone?

Installed on smartphone?

Launched from smartphone?

*requires mobile browser *requires mobile browser

Leverages smartphone capabilities?

Some (e.g. location)

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Mobile App Mobile Site

Camera

GPS

Push notifications

Multi-touch

Accessibility

Which Way Should I Go?

Both approaches require custom development.

What is you goal?Awareness?

Loyal Customers? Unique Functionality?

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SECTION 3: HOW DO I DEFINE SUCCESS ON MOBILE?

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Measure, Measure, Measure

1. Make sure you have an analytics package integrated.

2. Review metrics on a monthly basis.3. Track online to offline conversion.

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How Are My Customers Interacting with My Mobile App or Mobile Site?

1. Are users returning to app or mobile website?

2. Are users remaining active over a period of time?

3. Where are they spending the most time?

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Is My Mobile App or Mobile Website Driving Purchase Decisions?

1. Are users spending time in modules or pages that drive conversion?

2. Are users open to ongoing communication?3. Are users responding to ongoing

communication?4. Are users purchasing as a result of my app or

mobile website?

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The milk+honey story

Alissa Bayer, Founder/Owner milk+honey wanted a mobile app but the barriers were to great for her small business.

1 Cost – between $15k-$50k to have an App built.

2 Complexity – process to develop and manage an app is too difficult.

3 Time – takes avg. of 3-6 months to have an App built.

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milk + honey spa and salon

App metrics since launch

Total App Downloads 298

Active Users (Opened in last 180 days)

70%

Used App Two Times or More 63%

Used App More Than 9 Times 23%

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milk + honey spa and salon

29% of all module views 18% of all module views 11% of all module views

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milk + honey spa and salon

Deal notification (12/13/2011)

Users Allowing Notifications 44%

Notification Open Rate 67%

Mobile users who have entered store as result of notification 9%

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Questions

Jason Jaynes: 888.551.2765jjaynes@apptive.com@jasoncjaynes

Steve Ennen: 646-334-5893, steve@socialstrategy1.com @EnnenSS1

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More Tools for Small Business

Keep an eye on Office Arrow for the introduction of

“SocialBeam”the social media toolbox for

small business coming in February.

http://bit.ly/SocialBeam