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Tag: mocial

Mocial: Growing Your Social And Mobile Strategy

 

The traditional business model has changed tremendously over the past 10 years, and it continues to warp each month. Using a mocial strategy (mobile + social), your company can keep up with changes closer to real-time. These tools allow your company to create a personalized communication with customers – addressing what they want/need, wherever they are and delivered in a tailored way.

There are a few key ways to use a mocial strategy – increase brand awareness, customer satisfaction, additional revenue and building loyalty. What are some easy ways to connect mobile marketing and social media?

  • Have a mobile website that is easy to navigate and connected to your social media channels. This is a no-brainer. 80% of retailers do not have a mobile website, and yet 76% of local searches (especially for shopping and restaurants) are coming from mobile phones. Make it easy for customers to find you.
  • If you are just starting to collect text marketing opt-ins and you don’t know how to promote it, then use your social channels to promote it. Post a SMS sweepstakes or special offer on Facebook and Twitter. Make sure to be consistent with your message everywhere you post it.
  • Customers will definitely complain about your brand on Facebook, Twitter, Yelp, and even YouTube. Respond to these complaints and make it better. If the customer is already in your mobile database, then maybe you can push one-time mobile coupons to them.
  • Learn from the feedback given to you by customers. If there is a recurring complaint about something, then you should address it on social media, updating your website and mobile website, and send out a text message to your mobile database. If the issue is parking, then maybe you should notify everyone about a new extension to the parking lot.
  • Collect customer feedback using text marketing. If your text service provider has interactive dialog capabilities like 3Seventy, then you can invite customers to answer a text messaging survey for an incentive like a discount. Text JOIN to 370370* to see what this looks like on your phone. *Standard message and data rates may apply

 

The First Steps Toward Integrating Mobile And Social Media

Few companies have fully integrated mobile and social media into their larger marketing plans, however 65% of those in a recent survey by Silverpop claim to be somewhat integrated. Texting, tweeting, checking in, and posting photos from a mobile phone are no longer limited to tech geeks. Everyone is sharing their lives in the digital realm, especially from mobile devices, which makes integrating mobile media key factor to marketing success in the future. If you are taking your first steps towards being mocial-savvy, then there are a few things to keep in mind.

  • Mocial (Mobile strategy plus social media) is most effective for on-going campaigns, rather than short-term periods.
  • Social Media is more than Facebook and Twitter. Check out LinkedIn, Pinterest, Instagram, Google+ and Meetup. Decide which 2-3 social outlets best fit your business and marketing goals, rather than trying to be everything to everyone.
  • Mobile includes several areas: text marketingmobile websites, and Mobile Apps. Make sure that you are integrating these channels into your social outlets using hyperlinks and other connecting tools.
  • Focus your mocial strategy in a couple of areas at first. You may want to begin with a Mobile website that has your Twitter newsfeed on it and links directly to your account.
  • External channels should be utilized to direct traffic to your mocial campaigns. Anything from a poster with a QR code on it, to a television ad with “Text In” included will drive traffic for you.
  • Think about how your customers want to hear from you. This is based upon demographic information as well as preferences. Is it through text marketing? Or maybe an email that is optimized for mobile?
  • Plan your strategy in 60-90 day periods with a calendar that identifies what your core message is, how you will distribute it and where. Remember that your message needs to be appealing, based on behaviors and tailored to your customers.

Mocial: Mobile Strategy and Social Media

mobile marketing and social mediaHumans are constantly seeking ways to connect and engage with the rest of the world, even on the go.  People of all ages are linking to each other on their mobile phones through social networking on mobile websites and apps.  Making these personal connections is a big part of the connected consumer experience.

A simple definition of “Mocial” is the merging of mobile, social and local marketing. Social media began buzzing around corporate offices about 6 years ago, along with localization of offers and events. During the past 2 years we saw the emergence of mobile strategy coming into play in our marketing plans. Now mobile is tying it all up neatly with a bow where consumers can connect with each other and your brand from their mobile phone. According to a Google survey, 90% of smartphone users are searching for local information on their phone, and 89% are taking some kind of action.  Mobile Websitesand applications have led the way in this arena, with significant strides by some companies smart enough to include text marketing in their mix.

It is so easy for a consumer to read about a cool event or restaurant from Facebook posted by a friend, and then click the link to learn more. From there you are depending upon your mobile website to carry your brand. Having a strong social presence along with a text marketing database can be the key differentiator to launching your brand ahead of the others.  Mocial creates the one-on-one interaction that every company wants to have with customers.

Come back for more blogs digging further into the world of Mocial.

The Hybrid Experience – How Digital, Interactive, Mobile, and Social Interact

Retailers today struggle with what to give customers in store, how to create a memorable experience, and how to create additional value and revenue. All are trying different tactics to increase revenues and loyalty through mobile /social sharing in store.

The question is, are these repeatable models to scale? Who owns this experience in a brand? Is there a central owner? I’ve heard more times than I can count that within each brand there are no short of 5 heads of marketing, each having different P&L, responsibilities and agendas. And then there are the brands’ agencies (plural), which all have different roles and agendas. So which agency and which VP of Marketing owns the “new hybrid” customer experience in store? When you determine who the owner is, where is their knowledge coming from? The lack of knowledge in the industry today on mobile is one of the main reasons so many brands have not done mobile, or have not done mobile well.

Mobile is exciting and it’s all over the news; you can’t help but read about a new mobile campaign rollout these days. Should you make corporate decisions by following what other brands have done? Do you really want to follow exactly what your competitor is doing? Anyone can hit one homerun but that doesn’t get you an over .300 batting average. You have to engage a company that lives and breathes mobile, you can’t run your business day to day and be in tune with every new technology out there.

Now, let’s talk about the new hybrid customer experience. This is the experience in which customers engage with a brand in store in the new “digital, interactive, mobile, social” realm. The reason I don’t give it a name and it can be classified into four categories. No one knows what to call digital interactions in store.

One size consumer experiences do not fit all. We have to look at our new consumers groups and how they want to engage, the channel they want to engage and how to get them to re-engage and come back into the store. This is the biggest miss by brands in the marketplace today.

Each brand usually is targeting multiple demographics. First you must outline a mobile strategy to understand your demographic channels, how to engage and how often to re-engage. It’s just as important to first run “blocking and tackling” campaigns prior to “trick plays”. We see more brands trying to do far out innovative things and a only few will stick, but creating a foundation for building a mobile database that will last and not just be “one timers” is built from the main steps in mobile.

So who are the demographics and how do you reach them?

Moms with kids

  • High text frequency
  • Use text to keep contact with kids
  • Search for locations and products on the go
  • Opt-in to mobile campaigns to get value add
  • Growing in smartphone usage

 

Minorities

  • Cell phones are primary household phones
  • Low landline usage
  • Low in-home internet access
  • Primary text users and watch cell phone minutes carefullyLow smartphone usage, typical phones are WAP or xHTML

 

Business Stakeholders

  • Sales, technology, and management
  • High smartphone usage
  • Uses a combination of text, email, and internet
  • Typically has 7-10 applications downloaded and uses 2-4 regularly

 

Corporate Business

hybrid experience

  • Corporate America employees connected through Blackberries
  • This group works for corporate America , uses Blackberries frequently due to fast response via email and text
  • Low adoption rate of smartphones due to security issues with iPhones and Androids
  • Uses internet often, limited applications downloads

 

Tweens

hybrid experience

  • Uses feature phones and “smaller” Blackberries
  • Parents pay phone bill to reach this demographic
  • 90% texting, 10%
  • Very limited smartphones in this demographic due to cost

 

High School/College Kids

  • Similar to tweens, using text frequently, voice less often
  • Limited smartphone usage due to costs, although growing in college aged demographic
  • High Facebook usage, although connects through mobile web vs. application

 

Non Mainstream Male

  • Early adopters of latest in technology and gadgets
  • Gamers, surfers, skateboarders, and musicians 23-35 year old male.
  • Highest demographic using Android OS powered devices
  • Uses mobile devices for gaming and texting, not a fan of “voice” conversations

So how do you connect and make an emotional connection and experience with these different consumer groups in store? You understand the key drivers around purchasing behavior, social behavior and choose interactions and experiences that go across multiple mobile channels to appeal to each demographic.

If you roll out a QR code program for tweens or minorities it will fail. If you roll out a QR code and SMS program for tweens, minorities and Moms, you will see the interactions by channel and give these groups multiple ways to engage with the brand.

More on Hybrid experiences and closing the gap in my next post.

Hybrid Experiences – Integrating Mobile with Print, Social, Digital for Winning Customer Experiences

Retailers today struggle with what to give customers in store, how to create winning customer experiences, and how to create additional value and revenue. All are trying different tactics to increase revenues and loyalty through mobile /social sharing in store.

The question is, are these repeatable models to scale? Who owns this experience in a brand? Is there a central owner? I’ve heard more times than I can count that within each brand there are no short of 5 heads of marketing, each having different P&L, responsibilities and agendas. And then there are the brands’ agencies (plural), which all have different roles and agendas. So which agency and which VP of Marketing owns the “new hybrid” customer experience in store? When you determine who the owner is, where is their knowledge coming from? The lack of knowledge in the industry today on mobile is one of the main reasons so many brands have not done mobile, or not done mobile well. Mobile is exciting and it’s all over the news; you can’t help but read about a new mobile campaign rollout these days. Should you make corporate decisions by following what other brands have done?.Do you really want to follow exactly what your competitor is doing? Anyone can hit one homerun but that doesn’t get you an over .300 batting average. You have to engage a company that lives and breathes mobile, you can’t run your business day to day and be in tune with every new technology out there.

Now, let’s talk about the new hybrid customer experience. This is the experience in which customers engage with a brand in store in the new “digital, interactive, mobile, social” realm. The reason I don’t give it a name and it can be classified into four categories. No one knows what to call digital interactions in store.

One size consumer experiences do not fit all. We have to look at our new consumers groups and how they want to engage, the channel they want to engage and how to get them to re-engage and come back into the store. This is the biggest miss by brands in the marketplace today.

Each brand usually is targeting multiple demographics. First you must outline a mobile strategy to understand your demographic channels, how to engage and how often to re-engage. It’s just as important to first run “blocking and tackling” campaigns prior to “trick plays”. We see more brands trying to do far out innovative things and a only few will stick and work, but creating a foundation for building a mobile database that will last and not just be “one timers” is built from the main steps in mobile.

So who are the demographics and how do you reach them?

Moms with kids: These ladies are high texters, it’s the only way they can get ahold of their kids, they use the internet on their phones regularly to find things while on the go, they opt in to mobile campaigns to get value add and share with other mothers. This group is growing in smartphones but doesn’t use applications frequently as of today.

Minorities: This demographic uses their cell phones as the primary phone in the household. They have low landline usage and don’t have internet in home. They are primarily text users because it’s unlimited in their plans and they watch their cell phone minutes carefully. Typical phones are WAP or xHTML, very low smartphone users in this demographic.

Business Stakeholders: this is your group of business people that are in sales, technology or management and have a smartphone primarily to stay connected to work. They have applications downloaded on their phones and use a combination of text, email and internet on their phones. They typically have 7-10 applications downloaded on their phones and use 2-4 regularly.

Corporate Business: This group works for corporate America and is connected to Blackberries. Corporations aren’t getting off the Blackberry servers anytime soon due to the investment of the security issues with iPhones and Androids. These folks are Blackberry lovers because they can type fast in response to the high email and texting usage. The Berry Group, does use internet regularly but not as often as the other Business group and very limited applications downloaded.

Tweens: This group of cell phone users are feature phones and “smaller” Blackberries. Their parents need them to have a phone to reach them but don’t want to pay for a data plan. This demographic is about 90% texting, 10% voice, very limited smartphones.

High School/College Kids: Very similar to tweens, however this group uses text frequently, less voice, and limited data plans due to the costs. This group is very into Facebook and usually connects to this through the mobile website and not the application on their device.

Non Mainstream Male: this is the gamer, surfer, skateboarder, and musician 23-35 year old male. This group is the highest Android group and doesn’t want to conform to Apple and likes to be different and support new things. This group is big on gaming application downloads and texting, this group is not a fan of “voice” conversations and sometimes is irritated with phone calls.

So how do you connect and make an emotional connection and experience with these different consumer groups in store? You understand the key drivers around purchasing behavior, social behavior and choose interactions and experiences that go across multiple mobile channels to appeal to each demographic.

If you roll out a QR code program for tweens or minorities it will fail. If you roll out a QR code and SMS program for tweens, minorities and Moms, you will see the interactions by channel and give these groups multiple ways to engage with the brand.

More on Hybrid experiences and closing the gap in my next post.

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