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Entrepreneurs and Their Communities

RRDC REGIONAL RURAL

DEVELOPMENT

CENTERS

Co-Sponsored by

Top 10 Trends and Cool Tools in Social MediaJulie Fox, Ph.D.

Program Director, Direct Marketing The Ohio State University South Centers

February 14, 2013

Housekeeping Details

• If you haven’t already done so, enter your name/email address into the chat box

• Session will be recorded

• Feel free to type questions/comments at any time

Housekeeping Details

• If you haven’t already done so, enter your name/email address into the chat box

• Session will be recorded

• Feel free to type questions/comments at any time

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S o c i a l M e d i a M a r k e t i n g

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?

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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

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Multiple ScreensExample

• Gervasi Winery, www.dudamobile.com/…

Multiple ScreensResource Links

• Understanding consumer behavior +http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

• http://blog.hubspot.com

• Seeing how your website looks on a mobile device, http://www.w3.org/Mobileandwww.howtogomo.com/en/d/test-your-site/#gomo-meter

• Making mobile friendly websiteshttp://www.youtube.com/watch?v=pCDW55gjbPc&feature=BFa&list=PLB285ECC1865DAE2E

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Multiple ScreensChecklist – 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. LoSoPhoMoCoConverging

• Local

• Social (geosocial/alerts)

• Photo (and videos)

• Mobile

• Commerce

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Local

• 74 percent of smartphone owners use their device to get real-time, location-based 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 2012.

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, www.localsearchstudy.com, 2012).

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Local SearchExample: Bonnybrook Farms

• NAP + hours

• Click to Call

• Directions

• Website

Local SearchResource Links

Google www.google.com/placesforbusiness

http://support.google.com/places

Mapquesthttps://listings.mapquest.com/apps/listing

Yahoo Local (Basic & Enhanced)http://listings.local.yahoo.com

Bing, www.bing.com/businessportal

Yellow Pages, www.bizyellow.com

Specialized Directories (industry, local, …)

• MarketMaker, www.ohiomarketmaker.com

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Social Resource Links

• Facebook, https://www.facebook.com/business

• Twitter, https://business.twitter.com

• YouTube, http://socialmediatoday.com/sendible/1044831/8-effective-ways-use-youtube-business

• Pinterest, http://business.pinterest.com

• Instagram, http://help.instagram.com/454502981253053

• LinkedIn, http://learn.linkedin.com/company-pages

• Additional Resources, hootsuite.com, glyderapp, www.socialmediaexaminer.com

LoSoPhoMoCoResource Links

• Foursquare, http://business.foursquare.com

• Facebook Nearby, www.facebook.com/business/news

• Where,

• challenges at places

• About 18 percent of smartphone owners use check-in 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).

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Mobile - Resource Links http://go.osu.edu/MapsAndApps

• Mobile Marketer, www.mobilemarketer.com

• Mobile Marketing Association, www.mmaglobal.com

• Mobile Marketing Magazine,

• http://mobilemarketingmagazine.com

• www.mobilecommercedaily.com

• http://tabtimes.com

• www.themobileplaybook.com/en-us

LoSoPhoMoCoChecklist – I have…

* registered a Google account, claimed my Google Place & created a Google+page (+ other sites).

* registered with www.google.com/alerts and http://socialmention.com to receive email 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, ….

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3. Native & Web AppsIn 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, standards-compliant web browser.

Mobile ‘Native’ AppsExample

Promoted new app via customer email list, web, printed notices at the checkout – with QR code

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Mobile Web AppExample

Maize Valley– Mobile website

http://m.maizevalley.com

– 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 http://tag.microsoft.com/my-tags/home.aspx

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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 CodesExample

• Goebberts Farm & Garden Center

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5. Deals

eMarketer estimates that by 2014, US adult digital coupon users will surpass 100 million.

• Apps (fans, reviewers, check-in,…)

• Email or Text• Coupons that are sent via Text are 8x more likely

to be redeemed than coupons sent through email, 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

DealsExamples

Raison Rack (scan) barcode

Bonnybrook Farms

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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,www.forbes.com/sites/ciocentral/2012/01/16/for-mobile-commerce-the-year-of-convergence-and-context/

www.mobilecommercedaily.com; www.mobilepaymentstoday.com

7. 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, www.thelbma.com

• Street Fight Magazine, http://streetfightmag.com

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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

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10.The Future

• BYOD

• Gadgets

• Augmented Reality

– Google Glass

• Personal Assistants

– Not your mama’s SIRI

• Apps … Activities

– Shopping

– Geocaching

• Other

http://www.youtube.com/wtch?v=nJVoYsBym88

Contact

Julie M. Fox, Ph.D., fox.264@osu.eduDirect Marketing Specialist, The OSU South CentersCollege of Food, Ag. & Environ. Sciences - Extension

& OARDC1864 Shyville Rd., Piketon, OH 45661 Tel: +740.289.2071Fax: +740-289-4591fox.264@osu.edu

Eric Barrett, barrett.90@osu.eduRob Leeds, leeds.2@osu.eduhttp://directmarketing.osu.edu/

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http://agsci.psu.edu/social-media-mobile-tech

https://www.surveymonkey.com/s/eXtensionSMwebinar

Mark your calendars for the upcoming webinars of this season – 2nd Thursday, 2:00pm (ET)

March 20 – Pinterest for your Business!