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1 Housekeeping Details Entrepreneurs and Their Communities If you haven t already done so, enter your name/ address into the chat box Top 10 Trends and Cool Tools in Social Media Julie Fox, Ph.D. Program Director, Direct Marketing Session will be recorded Feel free to type questions/comments at The Ohio State University South Centers any time February 14, 2013 Co-Sponsored by RRDC REGIONAL RURAL DEVELOPMENT CENTERS Housekeeping Details Housekeeping Details If you haven t already done so, enter your name/ If you haven t address already into done the chat so, enter box your Session name/ will be address recorded into the chat box Feel Session free will to type be recorded questions/comments at any Feel time free to type questions/comments at any time 1

2 Social Media Marketing Top 10 Trends & Cool Tools JULIE FOX. PH.D. Top 10 Trends & Tools 1. Multiple Screens 2. Converging LoSoPhoMoCo 3. Native & Web Apps 4. 2D Codes Near Filed Communication (NFC) 5. Deal-prone Consumers 6. M-commerce (technology + social funding) 7. Location Based Marketing 8. Managing It All The Pace of Change 9. Ownership, Privacy, Trust 10. The Future? 2

3 1. Multiple Screens Multiple Smart Devices Devices (tv, desktop, laptop, tablet, phone, car) Experiences (what, where, time, alone?) Expectations (speed, function, want/need) Multiple Screens 90% of people move between devices to accomplish a goal (searching, shopping, ) What CUSTOMERS want (Google survey) 1. Fast loading. That means 5 seconds or less. 2. Mobile-friendly features. These can include large buttons, easy search, click to call and limited scrolling and pinching. 3. Quick access to business information. Display NAP + hours, directions, product and purchase information right up front What YOU want them to want Awareness/Trial/Customer/Referral/Loyalty 3

4 Multiple Screens Example Gervasi Winery, Multiple Screens Resource Links Understanding consumer behavior + Seeing how your website looks on a mobile device, andwww.howtogomo.com/en/d/test-your-site/#gomo-meter Making mobile friendly websiteshttp:// eature=bfa&list=plb285ecc1865dae2e 4

5 Multiple Screens Checklist I have * viewed my website on on at least one mobile device to see: how it looked. how it functioned. * investigated options to improve the customer experience on various devices. * moved forward on a strategy to improve my mobile presence. * explored approaches that involve customer interaction across multiple screens. 2. LoSoPhoMoCo Converging Local Social (geosocial/alerts) Photo (and videos) Mobile Commerce 5

6 Local 74 percent of smartphone owners use their device to get real-time, locationbased information like directions or recommendations. The overall proportion of U.S. adults who get location-based information has almost doubled in less than one year, from 23% in May 2011 to 41% in February Pew Internet & American Life Project & Balihoo Local Consumers are Searching More than 3 billion local searches each month for nearby products and services Have a Consistent Presence Mobile device users report the most critical information continues to be (NAP) + hours. Name Address (with correct GPS coordinates) Phone number + hours of operation (comscore & localeze, ). 6

7 Local Search Example: Bonnybrook Farms NAP + hours Click to Call Directions Website Local Search Resource Links Google Mapquest Yahoo Local (Basic & Enhanced) Bing, Yellow Pages, Specialized Directories (industry, local, ) MarketMaker, 7

8 Social Resource Links Facebook, Twitter, YouTube, effective-ways-use-youtube-business Pinterest, Instagram, LinkedIn, Additional Resources, hootsuite.com, glyder app, LoSoPhoMoCo Resource Links Foursquare, Facebook Nearby, Where, challenges at places About 18 percent of smartphone owners use checkin services (Pew Internet & American Life Project). Many marketers earn trust and reward consumers for sharing their location with loyalty points, discount coupons, or other promotional badges and benefits (Nielsen, 2011). 8

9 Mobile - Resource Links Mobile Marketer, Mobile Marketing Association, Mobile Marketing Magazine, LoSoPhoMoCo Checklist I have * registered a Google account, claimed my Google Place & created a Google+page (+ other sites). * registered with and to receive notifications. * added, corrected and provided verifiable contact information and created consistent profiles or citations of my NAP + hours (text not image) on search and social media sites. * connected with the social media sites relevant to my customers, market partners and community. * enhanced profiles with keywords, photos, videos, customer incentives,. 9

10 3. Native & Web Apps In addition to mobile web presence Native Apps Work on the one platform they were built for Apple App Store Google Play Windows Appwave Store Blackberry App World Web Apps A web app is an HTML5, JavaScript, CSS app running in a mobile browser Access on any platform with a modern, standardscompliant web browser. Mobile Native Apps Example Promoted new app via customer list, web, printed notices at the checkout with QR code 10

11 Mobile Web App Example Maize Valley Mobile website Apps Android Blackberry Apple Mobile web app (HTML5) 4. 2D Codes Two-dimensional (2D) codes QR code (Quick Response) Microsoft Tag Manager NFC Touchpoints (Near Field Communication) Image/code generated for free using online code generators. Data within these codes is then captured on a mobile device with a camera/code reader (scanner) or NFC sensor 11

12 2D Codes 5 Mobile Marketing Best Practices 1 Plan Your Mobile Strategy audience, objectives, value 2 Create Quality Codes Shorter URLS create higher quality codes with a much lower failure rate. Us a link shortening services such as bit.ly and goo.gl 3 Link to Mobile Optimized or Friendly Sites 4 Track and Measure with Code Management Systems 5 Deliver a Favorable User Experience A Social Media Guide for Floral Retailers and Wholesalers 2D Codes Example Goebberts Farm & Garden Center 12

13 5. Deals emarketer estimates that by 2014, US adult digital coupon users will surpass 100 million. Apps (fans, reviewers, check-in, ) or Text Coupons that are sent via Text are 8x more likely to be redeemed than coupons sent through , and 90% of these messages are opened up within just 3 minutes of receipt Deal of the Day Apps Groupon, LivingSocial, Google Offers, 2D Codes * Some consumers more deal-prone Deals Examples Raison Rack (scan) barcode Bonnybrook Farms 13

14 6. Mobile Commerce mobile e-commerce, transacting with an e- commerce site via a mobile device (Amazon mobile) mobile payments, using a smartphone as the conduit (PayPal, Google Wallet) in-store mobile commerce, purchase of physical goods in the store via an App that interacts with the store s point-of-sale system (Starbucks App) Caron, 2012, Location-based Marketing (Geo-targeting) Consumers using their devices to receive relevant and local marketing GPS IP, Cookies, Cellphone tower, WiFi, User-supplied information (zip code), Proximity Networks (big retailers, venues) Indoor sensors Location-based Marketing Association, Street Fight Magazine, 14

15 8. Managing It All & The Pace of Change Customer Database Interactions, Relationships Campaign/Strategy Effectiveness Hardware, Software, Apps the Cloud People Policies, Procedures, Practices 9. Ownership, Privacy, Trust, Ownership Content + Privacy Individuals Companies Governments Trust 15

16 10.The Future BYOD Gadgets Augmented Reality Google Glass Personal Assistants Not your mama s SIRI Apps Activities Shopping Geocaching Other tch?v=njvoysbym88 Contact Julie M. Fox, Ph.D., fox.264@osu.edu Direct Marketing Specialist, The OSU South Centers College of Food, Ag. & Environ. Sciences - Extension & OARDC 1864 Shyville Rd., Piketon, OH Tel: Fax: fox.264@osu.edu Eric Barrett, barrett.90@osu.edu Rob Leeds, leeds.2@osu.edu 16

17 Mark your calendars for the upcoming webinars of this season 2 nd Thursday, 2:00pm (ET) March 20 Pinterest for your Business! 17