It’s no secret that mobile is the hot ticket item around town these days. Brands of all shapes and sizes are jumping onto the mobile platform in droves. This creation of this market is being fuelled by the advancements in mobile technology and consumers under-lying propensity to be more connected whilst ‘on-the-go’. Smartphone technology provides exceptionally high powered devices right in the hands of the every day consumer at little cost. At the end of 2010 28% of US mobile subscribers own a smartphone with the entire smartphone market growing nearly 75% last year.
As this market continues to grow there is no question that you need to consider your brands presence on this platform. Unfortunately launching yourself in the mobile arena isn’t as simple as clicking a button. With a maturing market consumers will not tolerate scaled down websites or featureless applications that serve little or no purpose. Consumers want something that will add value or fix a problem in their day-to-day lives. Brands need to do their research and understand their consumer especially in the context that they’ll want to interact with your brand on their mobile device. The final dilemma is that you have choices – a native application or a mobile website.
Let’s cast the spotlight on sports industry, in particular take into consideration how a sports team could deliver a mobile experience for their fans. We’re using a sports team as a case study as I represent an Australian professional sports team and it’s easy for me to share our journey and experiences.
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Multiple scenario’s exist when identifying the context a sports fan would interact with the team on a mobile device. A couple of quick examples:
- A fan could use a mobile device to add to their experience whilst at the stadium
- A fan could use a mobile device to add to their experience whilst they are watching the game on TV
- A fan could use a mobile device to keep them up to date with information when they don’t have access to other media
Once context is understood we need to determine whether we’re going to deliver our experience via a mobile website or a native application. There are arguments for and against each direction and to determine your tact the starting point typically is asking yourself a few questions.
- Is budget a concern? Typically mobile websites are cheaper to design and develop than native mobile applications. If you are looking to build a native app these days you need to be aware iPhone and Android have a similar share in the market and you’d have to consider creating an app for each platform.
- Do we need the power of a native app to serve our content? Don’t go building an app for apps sake – could you service your consumer with a mobile website?
- Do you want to create a product that provides revenue? Native apps sold through stores can be sold, charging the consumer and providing revenue for your business.
When our digital team came to addressing this decision we decided to create both a mobile website and a native application. Our mobile site launched six (6) weeks earlier than the application and provided fans a site that focused around results and fixtures. The primary feature was live, up-to date scores. Our mobile website was available to all users whether they own an Android powered phone, an iPhone or a Blackberry. The site worked through the mobile browser or through mobile applications that access the web such as the Twitter app.
Our native app was released adding further features such as more detailed live scores, video, at match chat and integration with Twitter and Foursquare. We developed a game day section that plotted tweets around the stadium on a Google map.
At the end of the season the results are in and from reviews and statistics our fans loved all our mobile products. The brand new mobile platform (both native app and mobile website) now accounts for 49% of traffic to our content. On game day our iPhone app receives more traffic than our website. Remember this platform didn’t exist 12 months ago.
Given the features available in the native app it was unsurprising to see the iPhone app dwarf the mobile website in terms of popularity. The other consideration is that in Australia the iPhone is the handset of choice amongst mobile users. From the commercial side a benefit for our organisation is now we are presented with an asset that our sales team can offer to our sponsorship portfolio.
Following this success we’ve seen on our mobile platform we’ve now moved into the development of a mobile game called Water Boy. It’s a different tact but something to test the waters (pun intended) to measure the viability in marketing through mobile games. It’s only been in the AppStore a few weeks but already we’re receiving solid downloads and great reviews!
So in summary, if you’re looking to develop a presence on the mobile platform think of your market, their context and deliver something that solves a problem or adds value. With this in mind you can’t go wrong!
Anthony Harrison is the Digital Marketing Manager at Cricket Victoria. Email him at aharrison@cricketvictoria.com.au or visit his Linkedin Profile here.
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Of all the questions circulating about the usefulness of LinkedIn, this is perhaps the most frequently asked.
The answer, in a word, is no.
Networks like Facebook have skewed perception about what it means to “do business online.” Although Facebook has made great strides in catering to the business crowd, it remains a casual hang out, a place where anyone can sell anything.
LinkedIn is not about selling. LinkedIn is about relationship building. It is not a sales tool; it is a lead generation tool.
I know you’ve heard this before, but how has this knowledge impacted your LinkedIn activity?
If you have a LinkedIn profile, but your network activity is dormant, you may be wondering where you’ve gone wrong. Or, perhaps you’ve optimized your LinkedIn profile, but still are not connecting as deeply as expected.
Here’s what you need to know:
LinkedIn is actually two delivery channels in one, the outbound and the inbound. On the outbound side, we have the profile, (most notably, your headline) shared updates, employment history, and other items that tell the world who you are. On the inbound side, we have invites, connections, recommendations, and group discussions.
You simply cannot achieve your lead generation goals using LinkedIn without taking full advantage of both channels.
This means you not only need a fully optimized profile, but you must be consistently active. The profile is the hub of your activity. And yes, you’ve got to connect and grow your network. But the true power of LinkedIn membership lies in your value to others.
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This can be a tough pill for business owners to swallow. For example, how long must you continue to connect before something good happens? How do you know you’re connecting with the right people? Which groups should you join? What do you do when you get there?
It all seems like so much wasted time to many members…until that first hot lead appears. Then, the skies open up and the angels sing and, Eureka! You get it!
Before we had great tools like LinkedIn, salespeople used other lead generation activities to find prospects and close business. In truth, not much has changed. Perhaps we rely more on technology, and less on the telephone. We’ve certainly reduced overall participation in live events, like trade shows and conferences. No doubt, we spend less time face-to-face with prospects and more time engaging online. But the core goal of sales, to make solid connections that lead to business, remains the same. All that has really changed are the tools we use to get there.
So, can you really make money using LinkedIn? No, but you can certainly access key decision makers like never before, become an expert in your industry, reach out and touch your target market, and build brand buzz right from the comfort of your office chair…and these activities, my friends, are what lead to real revenue.
Victoria Ipri is CEO of Modello Media, Inc.,an e-marketing strategy firm specializing in LinkedIn marketing. She welcomes your questions and comments on this forum, or contact her directly via LinkedIn or at: Victoria@ModelloMedia.com
Feel free to connect with members of Green Buzz Agency on Linkedin: Tod Plotkin, Sara Evans, Jennie Nowers. Or join the Green Buzz Agency Linkedin Group.
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LinkedIn, the world’s largest B2B professional network, has recently received much media attention for seeking public funding to the tune of $175 million.
But this isn’t the only important news about LinkedIn. Recently, the professional networking giant released eight exciting user-friendly features aimed at more closely aligning the LinkedIn experience with upgrades users have begged for.
What does this mean for you? If you’re not yet a LinkedIn member, you’d better get busy. If your half-baked profile is routinely ignored, rethink your branding strategy. Chances are, your competition is already way ahead of you.
LinkedIn released the Company page feature in 2008, but only recently made modifications that got people talking about it. Available analytics were also upgraded, allowing users to more accurately measure overall network activity and growth.
8 New LinkedIn Features
1. Linkable banner advertising- link to your website, blog, etc.
2. Video support for the Company page
3. Network Recommendations displayed on your Company page
4. “Follow Us on LinkedIn” button- for website, blog, etc.
5. Blog posts uploaded to Company page
6. Client Recommendations, straight from your website to your Company page
7. Tighter monitoring functions for Group moderators
8. LinkedIn share button- similar to Facebook share button
With more than one million LinkedIn Company pages in existence, promoting more than 50,000 products and services, the Company page field becomes more crowded each day. Are you taking full advantage of every available feature for your Company page?
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If you’re not using LinkedIn yet, why not?
Once upon a time, LinkedIn was merely another place to park your resume. Those days are gone. If you need help optimizing your profile, building a dynamic Company page, promoting your products and services within the network, finding targeted leads…give me a call. I’ll chat with you for free…because I know how important LinkedIn is to your success, and I want you to know it too. 877-340-9775.
Victoria Ipri is CEO of Modello Media, Inc.,an e-marketing strategy firm specializing in LinkedIn marketing. She welcomes your questions and comments on this forum, or contact her directly via LinkedIn or at: Victoria@ModelloMedia.com
Feel free to connect with members of Green Buzz Agency on Linkedin: Tod Plotkin, Sara Evans, Jennie Nowers. Or join the Green Buzz Agency Linkedin Group.
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Green Buzz Agency is a proud Media Partner of the Digital Music Forum: East
Here are seven reasons we are excited to be a media partner and attend this year’s forum:
1. Keynotes: This year’s event welcomes Gary Shapiro, President & CEO, Consumer Electronics Association as a keynote speaker for the event. Coming off the highly successful 2011 International Consumer Electronics Show and the release of his new book “The Comeback: How Innovation will Restore the American Dream”, Shapiro will be featured in a fireside chat covering a range of topics focused around his outspoken views about how innovation can fuel progress and ultimately save the music industry.
Dermot McCormack, EVP of Digital Media, MTV Networks Music & Logo Group also joins Digital Music Forum East 2011 as a keynoter. McCormack will speak on the topic of “More Than Music Videos: Why today’s music fan wants a 360 curated music experience that includes a diversity of music content and digital products”. Dermot is Executive Vice President of Digital Media for the MTV Networks Music & Logo Group, providing strategic oversight in digital for MTVN brands including MTV: Music Television, MTV 2, MTV Tr3s, VH1, VH1 Soul, VH1 Classic, CMT and LOGO. In this role McCormack is responsible for setting strategy and vision and charting the course on how the Music and Logo brands evolve in today’s digital world. Previously, McCormack was the SVP of Interactive Product Management at Cablevision. Before his tenure at Cablevision, he was Co-Founder and Chief Technology Officer of Flooz.com, the world’s first online gift currency. And prior to that was one of the early executives at iVillage.com.
2. Insiders’ Look of the Music Industry: We are the only event in the United States that brings together the top music, technology and policy leaders for high-level discussions and debate, intimate meetings and unrivaled networking about the future of digital music. Digital Music Forum is known worldwide for the news that is made in our auditorium, the deals that get done in our hallways, and the friendships and partnerships that are forged year after year. Why wait by the sidelines, when you can join the event that is helping to drive the industry’s future!
3. Top Research and Analyst Presentations: Get an overview of the latest research about the current state of digital music, including consumer behavior & attitudes; adoption & penetration rates of digital products, key technology channels & platforms; and business & economic performance numbers.
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4. Panels and Speakers: The 11th Digital Music Forum will continue to bring most innovative top industry executives to speak and share their vision, research reports and successful business models and interact with the audience. What is the current state of the online and mobile music markets and where is the industry heading? What does the future hold for cloud-based music services? How is technology changing the concert business? And don’t miss the discussions on music licensing for film & television, mobile music apps, social network & music, and the debate over digital copyrights.
5. Delegate roundtables: At most conferences, you just sit and listen. At Digital Music Forum East, you can sign-up for a roundtable of your choice and express your views with other industry insiders.
6. Networking Opportunities: There are tons of networking opportunities throughout the day – networking breaks, lunch, cocktail reception. Engage with speakers, exhibitors and other attendees, develop your network and get deals done between sessions and after hours!
7. GBA Discount Code: GBA readers receive an extra 15% off with code DMFEGBA. Don’t miss the opportunity – Register now to secure your seat ahead of others!
Venue: Museum of Jewish Heritage
36 Battery Place, New York City
For sponsorship/exhibitor packages, contact:
Jay Baage: jay@digitalmediawire.com
Tinzar Sherman: tinzar@digitalmediawire.com
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Companies of all sizes are pushing to buckle down and implement effective social media plans. This is an encouraging trend. However, before a plan can be developed, organizations must determine how “social media” is defined and used in the business environment. The answers will vary among enterprises.
My good friend and fellow marketer Debbie Laskey and I recently discussed this issue. (Debbie calls it the ‘other’ social media policy.) She says, “companies can build the most carefully-planned social media strategy, but if employees don’t have specific ‘how to’ guidelines, confusion erupts and hands are slapped in the process.”
Is it acceptable to tweet while on a sales call? Who is responsible for uploading company photos to Facebook? Do employee LinkedIn contacts made during business hours belong to the company, or the employee? Is management harboring decisions on these important points, but failing to share them with employees?
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Social media can generate leads, engages prospects, fosters sales, and can be a vital cog in the company brand wheel. Therefore, it’s crucial that consistent social media policies are implemented to effectively grow your business and ensure the entire organization knows…and follows…the rules. Consistency is the name of the social media game – enhancing your reputation and showcasing industry expertise are too important to leave to chance.
Ready to tackle social media policy development? Consider these questions:
1. Will employees be allowed to use Facebook, LinkedIn, Twitter, etc. during business hours?
2. How much time, or which specific time periods, will be allowed on these sites? Only during the lunch hour and breaks?
3. Who is the designated spokesperson/people representing your company’s ‘voice’? Don’t designate “anyone” — choose wisely.
4. What style will be used when posting? Conversational and friendly? Business casual? Professional and formal? Make sure the style accurately represents your company’s culture.
5. Can employees access sites via company mobile devices? Will this pose a security risk?
6. Who ‘owns’ contacts made for business purposes? This is an especially important question for companies with sales forces.
Once your policy is in place, your next step is communicating the guidelines to your employees. New employees in particular should receive a copy of the social media policy in the new employee information packet.
Learn more by reviewing 160 social media policies other companies have implemented.
Victoria Ipri is CEO of Modello Media, Inc., an e-marketing strategy firm based in suburban Philadelphia, PA. She welcomes your questions and comments on this forum, or contact her directly at: Victoria@ModelloMedia.com
Feel free to connect with members of Green Buzz Agency on Linkedin: Tod Plotkin, Sara Evans, Jennie Nowers. Or join the Green Buzz Agency Linkedin Group.
