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M619
Social Media and Mobile
Event Technology, Tools,
and Apps
Desiree Lehrbaum & Eric Lukazewski
March 28, 2011
OH MY!!
Mobile is a means to a
greater end • Enable greater and broader participation
• Foster community
• Bridge face to face with digital
• Personalize their experiences
• Foster sustainable approaches
• Package your event experience “to go”
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KEYWORD
Trends in Mobile
Morgan Stanley predicts by 2015
mobile web will surpass Internet
desktop use
Mobile Phone Adoption• In 2011 more people have mobile phones than have
access to running water (4.6 billion)
• 1 in 4 US mobile subscribers uses a smartphone*
• 1 in 8 mobile adult cell phone users has paid to
download an app *ComScore http://bit.ly/ezHGo1
Image by Joost J. Bakker Ijmuiden
Millenials (1982-1995)• 40% of the workforce will be comprised of Gen Y/
Millennials by 2015
• 80% of current Gen Y/Millenials browse news via
mobile web
• 1 in 5 Millenials have dropped their smartphone in
the toilet
The Mobile Executive• 82% of executives use a smartphone and on
average carry 3.46 devices
• Nearly 2/3 are comfortable making a purchase on
their mobile device
• 45% believe a smartphone will be their primary
device in three yearsSource: Fobres Insights “The Untethered
Executive: Business Information in the age
of mobility” October 2010
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KEYWORD
Mobile Devices
Smartphone Market Share
What Kind of
Smartphone
Are you?
Tablets: Not just for Angry Birds• Deloitte forecasts enterprises will
purchase more 25% of all tablet devices
sold worldwide in 2011
• According to Apple more than 80 percent
of the Fortune 100 have already deployed
the iPad in the enterprise or are piloting it
• 65% of execs agree they’ll be using
tablets more frequently than a computer
in 3 years*
The Changing Landscape
“All cars were trucks because that’s what
you needed on the farm. Now trucks are
one in 25-30 vehicles sold. PCs are like
trucks. They will still be around. This
transformation will make some people
uneasy”
- Steve Jobs, June 2010
Size Matters
• Mobility more than just repurposing all your
content onto a smaller screen
• Have to think about
- Context - where and when is user accessing?
- Device - Tablet? Smartphone?
- Purpose
Mobile Behavior
Why Consumption of
Content is Changing
• Improved experience on mobile devices
- Larger screens
- 3G/4G
- Unlimited data plans
- “There’s an app for that”
• Consumers (and attendees) have a wider range of
choices
How are Americans
Using Mobile Phones?
IM
Play music
Record video
Play games
Access internet
SMS
Take pictures
0% 20% 40% 60% 80%
2010
2009
Mobile Video• 200 million YouTube views
appear on mobile devices every
day
• Only 10% of the 229 million
subscribers 13 and over watch
video on their phones
• Almost 50% of the 22 million
mobile viewers in Q2-2010
watched a video on YouTube
making it the the #1 mobile video
channel
Mobile Content
Considerations
• On average, mobile users “move on” after about 60
seconds of content
• 87% of traffic is generated by 10% of mobile data
“power users”
Mobile Payments• Juniper forecasts $22 billion in
mobile banking and payments
in 2011
• Amazon more than $1 billion in
products ordered via mobile
device
• $2 billion of eBay’s $53 billion
in merchandise transactions
were from mobile devices
Buying your Latte with your
Smartphone• 6800 US stores enable mobile
payments from iPhone, iPod
touch & Blackberry
• 1 in 5 customers uses a
Starbucks card to pay
• Majority use their SPs while in line
• More users carry SP than a wallet
or purse
The Growth of Mobile
Developing a Strategy
Forrester POST Methodology
• People - Know your Audience
•Objectives - Decide on your objective before you
decide on a technology
• Strategy - Imagine the endpoint to find your
beginning
• Technology - Utilize the tools that complete your
objectives
What Strategy is Important to
You?
• Enable greater and broader participation
• Foster community
• Bridge face to face with digital
• Personalize their experiences
• Foster sustainable approaches
• Package your event experience “to go”
• What else?
Group Exercise• POST Methodology
Challenges of Mobile in
Events• Environment: Wireless availability, access, and
affordability
• Perception: Many see mobile as a “nice to have”
• Industry: Rapidly changing space
Overcoming Challenges
• Wireless availability &
reliability
• Development of mobile sites/
apps is expensive and
requires deep technical
expertise
• Rapidly changing space
• Create your own wireless
environment
• “DIY” app development &
mobile plug-ins
• Understanding platform
longevity
Challenge Solution
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KEYWORD
Mobile Technology
ConsiderationsNative Apps Mobile Web
Development Approach
Custom Development
“DIY”
Piggyback
Sponsorships
“DIY”
“Off-the-Shelf” Development
Web Platform Plugins
Content Access Downloaded Web Browser (Internet Req)
Platforms iPhone, Android, Etc. Web Enabled Devices
Costs $250-$50,000 $50-$5,000
Time 1-3 Months Few Hours to Few Days
Approval Process Required None
Features/Advantages
Push Notifications
Geolocation
Offline Content
Monetization
Wide Platform Coverage
Low Barrier Entry
Easier Update Management
Ease of Setup & Use
ExamplesSHOT Show
Boston Conv Center
Dreamforce
EXHIBITOR2011
EventCamp National Conf
10 P’s - Functionality &
Features
• Presentation
• Presence
• Proximity
• Personalization
• Privacy Source: MeetingTechOnline Buyers Guide
to Mobile Apps http://bit.ly/eV3U2m
• Payments
• Push
• Performance
• Panache
• Permission
Other Mobile Opportunities
SMS• With opt-in, content is delivered at your demand
• Invites opportunities for engagement and can
easily tie in to promotional/sponsorship campaigns
• Universal access - SMS features are enabled on
most mobile phones
Geolocation• “Gaming” increases
engagement and ties exhibit
information in to fun activities
• Foursquare, Gowalla,
Facebook Places - Existing
applications that many
attendees may be using
The Fun of Geolocation
• Reports your location and
location of others
• “Check-in” to popular
locations/businesses
• Earn rewards – points, badges,
and if you check-in the most
can become Mayor and get
freebies or discounts
QR Codes• Print based hypertext links
• Expedite information exchange
(registration, biz card, contact info,
etc.)
• “Scan and Go” - information can
be downloaded and digested
without needing to be stationary.
Attendees can scan and consume
content at their convenience
Digital Collateral• Replaces/reduces amount of trade
show literature by giving attendee
opportunity to download digital
version
• Measurable. Distribution can be
tracked, down to attendee sharing
• Reduces money on printing & shipping
and reduces waste
• Has SMS feature, for those without
camera phones
QR Codes
Real World Examples
Adobe MAX Companion
• Annual developer conference
• 5 days. Over 200 sessions. Over 60 ancillary
events. 3 “unconferences”. Unlimited tweet-ups,
meetings, and informal gatherings
• Needed to communicate it all, allow attendees to
interact, stay connected, and drive additional
information, all while showcasing Adobe
technology?
Aggregate Channels &
Immersive Experience • Agenda
• Detailed session information
• Speaker lists
• Your personal MAX schedule
• Venue Maps
• News and announcements
• Integrated twitter feed
Mass Convention Center
Authority• Custom developed App by
Swiftmobile
• Available on iPhone, Android,
Blackberry, iPad, mobile web
• Venues, transportations, Nearby,
Agendas, social media
• Free - $10K sliding scale of
functionality
Sports SouthSHOT Show 2011
• Exhibitor provided sales
staff with iPads & used an
iPhone/iPad app for lead
retrieval
• Exhibitor developed an
iPad app under a developer
license (no Apple approval
needed), which gave
mobility for demos
SHOT Show 2011
• SHOT Show management
developed an app for attendees
including integrated floorplan with
geolocation support, education
schedules, personalized agenda &
exhibitor suggestions
Swyft TechnologyDreamforce 2010
• Exhibitor received 60 check-ins
from 40 different users in
December 2010
• Tied in check ins with iPad
promotional giveaway and
mayor t-shirt
Cool Technologies
Square• Accept credit card “swipe”
payments from mobile devices
• Allows for cash transactions
• Set up mobile “storefront”
Meeting Space Calculator
• Estimate meeting capacities
based on room sizes
iLeads• Capture leads anywhere, any
time on the show floor or a
party.
• Simply enter the unique
number printed on each badge
- the record is quickly and
easily captured.
Wiffiti• Publishes SMS & Twitter
messages to a screen
• Interactive from mobile
devices
Pollydaddy• Polls can be created and
synced automatically to iOS
devices
• Offline mode allows for easy
mobile polling
Jumpscan• Create your personalized QR
code with contact info
• Link to social profiles and
info including Twitter,
Facebook and V-Card
FatStax• Store a variety of
information with offline
access
• Sync literature, catalogs,
etc. and send to attendees
on demand
Creating your Own QR Codes• Generate QR codes with links to
- Phone numbers
- SMS Msg
- URLs
- Google Maps location
- PayPal Buy now link
- Event
- Social Media Link
Instagram• Users take photos and stylize
them to share with others
• Creative way to encourage
attendees to share photos
Resources
MobileExhibitor.wordpress.co
m•Slideshare
•References
•App Recommendations
•Videos
Contact
@lumendesiree
www.lumen-consulting.com
Desiree Lehrbaum
@ericlukazewski
www.echelondesigninc.com
Eric Lukazewski
