Tuesday Sep 23, 2014

Why Isn’t Your Social Strategy Based on Mobile Users?

social media on mobileNo one is asking social marketers to make safe assumptions.  The shift to social media being consumed on mobile devices is here TODAY, and very real. But with many brands still in “catch-up” or “wait-and-see” mode regarding social, many existing strategies are based on the unsafe assumption social is still a desktop/laptop thing.


Comscore says we in the US spend 52% of our “digital time” on mobile apps. Mobile comprises 60% of digital media usage…a percentage that’s rising at a pretty rapid clip. Social, along with games and music, dominate mobile app usage, with Facebook the clear #1 for audience size and time spent.


When you drill down to how the individual social networks are predominantly engaged, 98% of the time US users spend with Instagram is on mobile. For Pinterest it’s 92%, Twitter 86%, and Facebook 68%. So taking these kinds of statistics into consideration, an aware social marketer would have no choice but to start thinking about social solely in terms of how it plays out for users on mobile.


Brands and advertisers start doing damage to their company when they comfortably jog far behind real changes in consumer behavior.


And here’s what that behavior looks like. There are more people in this world that own smartphones than own toothbrushes. 4 out of 5 consumers use them to shop. 52% of Americans use mobile for in-store research. 70% of mobile searches lead to online action within an hour. People that find you on mobile convert at almost 3x the rate as those that find you on desktop/laptop. Mobile offers the best use of hyper-local targeting and context marketing. Those using mobile are out and about, living their lives and ready to socially engage.


Mary Meeker’s State of the Internet report brought us some curious figures that illustrate a disconnect between where the public is spending their media time, and how much ad spend goes there. For instance, print usage is at 5% and dropping, yet the spend by advertisers comfortably jogging behind consumer behavior is 19%.


Looking at overall mobile ad market trends, however, things look like they’re heading in a reasonably right direction. BI Intelligence says it will grow the fastest amongst digital options, going over $32.6 billion in 2018 with social leading the way. eMarketer thinks mobile ad spend will surpass desktop PC advertising by 2016, then TV advertising by 2018, with Facebook controlling at least 71% of the mobile ad market.


The conclusion this brings us to is that here in September of 2014, a strategy centered on paid social mobile looks like the smartest play. The relationships you’re building with your customers on social, using the data they’re handing you via social + other enterprise data, with content served up at a time and place of high relevance, targeted and amplified with mobile ad options, is the increasingly obvious path to pursue.


@mikestiles @oraclesocial
Photo: freedigitalphotos.net

Friday Sep 06, 2013

Mobile Social Raises the Customer Experience Stakes

pokerAs organizations embrace the realization that today’s consumers are empowered in ways like never before, the task becomes meeting customer experience expectations when those customers engage their brands on mobile and social.


Boy is that easier said than done. In a recent Social Media Today webinar, VP Product Strategy for Oracle Cloud-Social Erika Brookes and 60 Second Communications CEO Jamie Turner agreed that mobile and social are no longer two separate things. They’ve merged into the primary way consumers want to interact with providers of goods and services.


They also agreed customer expectations of brands today aren’t necessarily new, just different. When consumers have a need, they want to be able to reach the brand, they want the brand to answer, and they want an actionable solution within a reasonable period of time. What Mobile Social does add to the equation is that it doesn’t allow brands to quietly get away with failing miserably at customer service.


Nor will it allow a brand to get away with bringing up the rear technology-wise without paying a price. If there is no clean, useful mobile experience that accomplishes what customers want to do, they will a) publicly bash you for it, b) leave and go look for someone else who can give them what they need, or c) both a and b.


Studies show that 67% of people are more likely to purchase from a brand with a mobile-friendly site, and more likely to return to that site. Yet only 1/3 of businesses say mobile optimization is a top priority. Brookes thinks that number should be much higher because mobile is where CX is being played out. A non-existent or negative mobile social experience is akin to trying to drive with the emergency brake on.


It’s the C-suite that has to take the emergency brake off, sending down the firm message that it matters and understanding the business value of CX. For instance, Turner feels social is stronger as a customer retention tool than as an acquisition tool. Stats say if you can reduce churn 5%, you can increase profits 25-125%. Yes, marketers have led the way, but this is not a marketing-only endeavor. Departments must integrate for a seamless, personalized customer experience that affects P&L.


Brookes says it’s an internal revolution that’s not going to happen overnight, but there’s a huge opportunity to take signals from social and use them to initiate one-on-one customer service interaction. To make that happen, integrated tools are a must. The age of the standalone solution is slipping away as a much larger, shared view of the customer is required in order to meet them where they are and get them what they need.


They’re expecting nothing less.


@mikestiles
Photo: stock.xchng

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