HOW TO SUCCEED IN MOBILEWITHOUT REALLY TRYING (TOO HARD ON SOCIAL)

Ryan SaneckiSenior Analyst, Marriott Digital ServicesStoryteller@RandomRyan

IntroductionA little about Ryan

Fueled by Interest

Early 2000s

Fueled by Boredom (Pre-Myspace)

Late 2000s

Hungry for Content on Today’s Platforms

Today

2016

Turning a wall into a Bumper Sticker

Becoming an Evangelist

The ImportanceToday’s Model of Importance

Personalities

Websites

The Importance

Example

Example

How does this happen?

Future of Social Engagement

Fan Groups – a group passionate consumers about the content and/or mission of an idea.

Don’t Be This Guy

ExampleRelating to your audience

- Tempting to Click Content

“Step inside”

- Tempting to Share Content

“The modern bumper sticker” aka “I agree with this”

Crafting for Clicks vs Shares

Personal(unsharable)

Two Types of Clicks

The Bachelor Shopping

Specific Cultural Experience(Nostalgia)

Causes

Social(Sharable)

Tempting to ClickA few of my favorites

Posting Content for “Mobile First”

Your Branded PageWhat happens after I click your profile?

Do your managed profiles follow best practices for Local SEO?

Local SEODoes the page pass the UNAP test?

U – URL (long format)N – Name A - AddressP – Phone Number

Local SEOAre you verified?

Tests are starting to show, active verified profiles help rankings.

Local SEOAre there Duplicates?

If you have multiple pages, leverage the content and MERGE pages.

What happens next?

What is the point of the pages?• Google AMP - redesigned and streamlined framework for

creating mobile web pages. Automatically caches websites and loads from Google’s high-speed servers.

• Facebook Instant Articles - mobile optimized html5 document for mobile users, which is visible for readers reading articles on Facebook’s mobile app . It allows publishers to host their content on Facebook (apart from the publisher’s own website). Personality over website

The Process

AMP Pages and Instant Articles

What is the benefit of the pages?• Keeping those “next-gen” consumers engaged.

Facebook Instant Articles• Targetting• Facebook Instant Articles are only visible for users reading

articles by using Facebook’s mobile app.

Note that after publishing your article on your website, it won’t be posted automatically on Facebook. Once you share a link to your article and it has an Instant Article version, users browsing from Facebook’s app will be automatically redirected to the Instant Article.

AMP• Boosted Rankings (due to speed being mobile friendly)

The Benefit

AMP Pages and Instant Articles

http://blog.momentum.ai/comparison-accelerated-mobile-pages-vs-instant-articles

QUESTIONS?