Post on 22-Nov-2014
description
transcript
Mobile: Checks, Treks & Apps Presented by
@RobertPatterson
who am I?
my mission is to connect consumers to each other and brands to inspire and share
travel experiences
How many #SoMeT tweets have there been today so far?
swag giveaway #1
swag giveaway answer #1
814 #SoMeT Tweets by 182 People
Estimated Reach 360k+ = 1.5M+ Impressions
182
814
People
Tweets
TWITTER OVERVIEW
1,589,775
361,539
Impressions
Reach
TWITTER ESTIMATED REACH
mobile
this is not a smartphone…
it is a mobile device.
games music + entertainment
social networking communications
news
sports + fitness productivity travel
local information weather
& you can make calls
U.S. phone base
Source: ComScore/Asymco
smartphone feature phone & mobile device mix
Source: Millennial Media 2011 Q3 Report
MOBILE���DEVICES
mobile OS mix
Source: Millennial Media 2011 Q3 Report
“The 19th Century culture was defined by the novel, 20th Century culture by cinema, the culture of the 21st Century will be defined by the interface” – Aaron Koblin TED Talk
2010 2011
Source: Google The Traveler’s Road to Decision 2011
Source: Google The Traveler’s Road to Decision 2011
how are you allocating your mobile budget?
Case Study
! mobile traffic accounted for 10% of web visits
! allocated 10% of digital budget to mobile
! integrated mobile advertising into fall marketing
! established benchmarks a"er 30 days
! as % of mobile traffic increases scale budgets to match
! Results: $0.30 mobile conversion vs. $0.74 digital conversion
how should you approach future web development?
content + mobile first
responsive web design
! adaptive layouts ! HTML5, CSS, JavaScript
! content + mobile first ! strategy + design
! progressive enhancement ! all of the above + future opportunities
plan to adopt, adapt + evolve
mobile is about
! filtering, not browsing to find useful information
! extending your brand to where your audience is…on the go
! being personal, relevant and helpful
! facilitating action and forming relationships
how was the 20th century culture defined?
swag giveaway #3
cinema
swag giveaway answer #3
checks
who is participating?
Source: Pew Research Center’s Internet and American Life Project
Source: Foursquare 2010 Infographic
Colorado Foursquare Case Study
what is the top check in location?
what DMO’s need to know about location services
! adoption is low
! consumer barriers are lack of clear benefit and privacy fears
! most users are young, active social media contributors
! experiences need to be relevant to brand and audience
! destinations need to work with industry partners
what % of smartphone (ugh) users use check-in services?
swag giveaway question #3
12%
swag giveaway answer #3
treks
why are trip itineraries important?
visitors will stay longer, see + spend more
evolution of trip planning tools
how DMO’s need to plan trip itineraries
! customize to your brand and offerings
! offer tools in the channels your audiences are in
! integrate trip itineraries across platforms
! use existing tools/APIs when it makes sense
! empower 3rd party word-of-mouth from friends and family
who has completed the Acronym TED SCVNGR
challenge?
swag giveaway question #4
apps
top mobile application categories
Source: Millennial Media 2011 Q3 Report
when you should develop an app
! connectivity is limited; still want to provide listings, maps, etc…
! provide access to user utilities including itineraries
! support a rich location based social program with incentives
! offering infotainment and gaming
! you have a strong CMS program and core of repeat visitors
why you should not develop an app
! you have not developed a mobile version of your website
! multiple platforms to develop requires ongoing maintenance ($)
! you need to market your app to get users ($)
! huge app usage drop off a"er initial download
! new browsers and technologies like HTML5 could kill apps
Facebook Open Graph – Seamless Social Experiences
! empower users to spread the word
! make your app social
! create a cross-platform social experience
! extend your experience
what was the name of the restaurant in my
commercial?
swag giveaway question #5
Symeon’s
swag giveaway answer #5
takeaways
mobile, checks, treks & apps
! budget for mobile now; make content core strategy ! location based services are niche; work with your industry ! trip itineraries drive longer stays and more revenue ! be prepared to budget for app maintenance and promotion
thank you
follow me @robertpatterson