How to Optimize Your Social Content for Mobile

Blaise LuceySenior Content Strategist

#MobileSocial

Courtney SeiterContent Crafter

Agenda

1 Why It’s Critical to Optimize Social for Mobile

2 How to Optimize for Mobile Social Content

3 Tactics and Strategies to Get Started

4 Some Brands Doing Great Mobile-Optimized Content

+#MobileSocial

In the hype game, social media is winning.

+#MobileSocial

But social = mobile

Source: comScore +#MobileSocial

But social = mobile

Source: Unified +#MobileSocial

And mobile = sharing

Source: Unified +#MobileSocial

And mobile = engagement

+#MobileSocialSource: Forrester

And mobile = the future

+#MobileSocialSource: Piper Jaffrey

SO EVERY SOCIAL STRATEGY for

IS A MOBILE STRATEGY

#MobileSocial +

Defining Your Audience

+#MobileSocial

To think about mobile strategies, you need to measure how much of your audience is mobile. Google Analytics lets you do that pretty easily. Here’s the analytics for the Bitly website. We can see that 20% of our traffic is mobile, which is a perfect tipping point to make sure that everything we create is optimized for mobile… especially given that so much inbound traffic comes from social media.

Can mobile users use the website? Can they register for a webinar after coming in from a tweet? Can they download an eBook that gets promoted on Facebook? Always test out what the user experience is like for yourself - it only takes a few minutes. For this webinar, for example, we wanted to run a Twitter Card promotion. So we tested out the registration experience on a phone before paying to run the ads.

Defining Your Audience

+#MobileSocial

At Bitly, we also use our Audience Intel product (from Bitly Brand Tools) to see how mobile our audiences are across different channels. Here, the orange bar represents the percentage of our social media followers that engage with our content on mobile.

Defining Your Audience

+#MobileSocial

You can also analyze the most popular day of week or time of day to post across different channels. Some clients use this information to time mobile campaigns or pop-up notifications to maximize engagement.

Defining Your Audience

+#MobileSocial

Most social media channels have analytics platforms that can offer a breakdown of mobile audiences.

Here, we can see that the majority of Bitly’s Twitter followers are still accessing our Twitter account by desktop.but the difference is only around 20%.

Defining Your Audience

+#MobileSocial

It isn’t easy to measure the mobile / desktop breakdown of Facebook fans. But if you create a Custom Audience using Facebook Audience Insights, you can take a look at a general breakdown.

Here, we can see audiences similar to Bitly’s Facebook fans use a combination of mobile and desktop… but 20% only use mobile. All the more reason to create mobile social content.

But before optimizing, companies have to develop an app-first infrastructure… fast.

+#MobileSocial

Ad-blocking apps in iOS 9 block all display ads in the mobile web,

so you need to start focusing on in-app experiences.

+#MobileSocial

So what’s the app landscape today?

85%of time spent on smartphones is spent within

apps... +#MobileSocial

But only 28% of companies are using deep linking to personalize

the app experience.

+#MobileSocialSource: URX

Deep Links for Mobile + Socialsimplify & personalize the journey from

social to branded apps.

+#MobileSocial

Paid Social Ads need deep links in order to drive customers to the right place in the app.

Image: Sarlitt.me+#MobileSocial

Facebook Ad(fake)

Zappos Home“Wait… I wanted those

sweet boots.”

Zappos Product“Oh snap. What a deal.

Add to cart.”

vs.

Deep Links for Loyalty & Referrals can personalize the experience for users & drive big results.

Image: Sarlitt.me+#MobileSocial

vs.

Normal StartDownload direct from App Store

Referral StartDownload after clicking on referral link

25% bookings300% signups

Tactics & Strategies to Get Started

+#MobileSocial

DOWNLOAD THE APP!

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1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

What does mobile-friendly content look like?

+#MobileSocial

DOWNLOAD THE APP!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

...and in your social campaigns?

+#MobileSocial

● Are calls-to-action visible & usable on mobile?

● Is the social page easy to navigate?

● How many steps does it take to participate in a mobile social campaign?

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Test How It Looks...

+#MobileSocial

Responsinator

Browserstack

Screenfly

TOOLS TO USE

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BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

… and How It Works.

+#MobileSocial

Google’s Mobile Friendly Tester

W3C mobileOK Checker

mobiReady

TOOLS TO USE

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BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Analyze Mobile Use Patterns

+#MobileSocialSource: IDG

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Understand Mobile Behavior

+#MobileSocialSource: HBR

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

On Pinterest...

+#MobileSocial

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BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

...and Instagram

+#MobileSocialSource: Mavrck

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

…and Twitter.

+#MobileSocial

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Find the Right Time to Post

+#MobileSocial

bit.ly/bufferschedule

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BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Content that gets attention: Images

+#MobileSocial

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1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Content that gets attention: Video

+#MobileSocialSource: eMarketer

4

Great Examples of Mobile Social Marketing

+#MobileSocial

DOWNLOAD THE APP!

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combines digital, mobile & physical sales.

IN STORE

New York Times: Empathizing with mobile viewers

+#MobileSocial

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Buzzfeed: Focusing on mobile-forward platforms

+#MobileSocial

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Zappos: Embracing the customer journey

+#MobileSocial

DOWNLOAD THE APP!

BUY NOW!

1. OMNICHANNEL RETAIL

combines digital, mobile & physical sales.

IN STORE

Dominos: Personalizing the experience

+#MobileSocial

Get Started with

MobileSocial

Content

Step 1: Commit to a Mobile Mindset

Step 2: Understand Your Audience’s Patterns

Ready to get started?

Step 3: Optimize Your Content and Social Strategy

+#MobileSocial

THANK YOU#MobileSocial

WANT MORE?

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