A Primer on Mobile Social Media Marketing
Posted on September 5, 2014
Filed Under Advertising, Brand Building, Content Marketing Strategy, Facebook, General, Internet Marketing, Marketing, Social Media, Social Media Marketing, Social Networking, Traffic Building, Twitter
Let’s start this post with a question!
What do you do on your smartphone most often?
– Email clients?
– Check the news apps?
– SMS/Text messaging?
– Take pictures and/or record videos?
For those of us who are completely honest, there is no shame in admitting that, for the most part, our time is spent on the social networking apps behaving like “stalkers.” We observe and obsess over people, places and things that are meaningful to us.
On any given day, how many times do you honestly check your social apps to see what your friends are eating for lunch or whom they are hanging out with?
According to Adobe’s 2013 Mobile Consumer Survey, in 2012, there was a 31% and 180% increase over 2011 in smartphone and tablet users respectively in the United States. Consumers today are increasingly using their smartphones and tablets to connect with brands through mobile-optimized websites and mobile apps.
Key findings of the 2013 mobile survey:
1. For consumers who have access to both a smartphone and a tablet, the device of choice remains the smartphone although tablets are rapidly rising in popularity.
2. Facebook is the dominant social network. It is accessed via mobile at 85%.
3. Twitter follows this number at 35% and Google+ at 21%.
4. The most popular social activity on mobile is to read status updates. Consumers are also using smartphones and tablets alike to view pages of their favorite brands.
In this era of emerging mobile-specific technologies, businesses have an unprecedented opportunity for brand differentiation.
Understand Your Audience Before you Address Them
Social media users fall under 3 different categories of people:
For social media success, you need to have a cursory understanding of your target audience before you start talking to them.
Thinkers use social media when they are contemplating whether or not to make a purchase. These are laid back people and are slow to act. 48% of Pinterest purchasers are thinkers that will favorite an item that they may or may not buy at a later date.
Questers are people actively researching a potential purchase. They are information gatherers looking for feedback on items they are interested in.
Leapers are people who get inspired by social media to make a purchase. You may think of this category of people as impulse buyers. They take action quickly when they see something of interest.
These customer profiles are key to developing a successful mobile social media presence.
Businesses looking to reach new customers (and/or retain existing ones) are increasingly turning to mobile search. The challenge, it seems, is to remember and cater for the fact that different devices deserve different experiences. Today’s consumers move across screens all the time and they expect equally optimized visits across smartphones and tablets alike. The incentive for businesses to think mobile when going social is that mobile consumers usually exhibit high intent when searching for products and/or services. And so with the right tools, there is great potential and opportunity for businesses targeting mobile-specific offers.
To that end,
– Streamline the path to purchase by reducing the number of touch events to conversion. Resistance to achievement directly impacts conversion rate. As a general rule, conversion should occur within three touch events.
– Tablet and smartphone users use controls such as finger swipe, drag, pinch and zoom when browsing the web and accessing the social apps. Design your content and navigation to use simple and large buttons. This facilitates mobile interactions.
– Optimize your website and social pages for speed. Delays in mobile page load time equals loss in conversion. Dynamic media content such as images, video and banners that automatically adjust to the device platform and network detection can help lighten the load of mobile-optimized pages.
– Make it easy to find content. Like we discussed above, mobile users are usually highly motivated people. The majority of mobile customers will use search before they do anything else on e-commerce sites. To help things further, you can also implement auto suggest and auto-correct in search input boxes. This addresses the difficulty of mobile typing.
The world is becoming increasingly mobile. This makes it a priority for businesses to connect all of their marketing channels including search and social. Digital marketers today should review their mobile strategy to ensure cross-channel execution opportunities.
The most important things to remember:
– Review your mobile site and apps to ensure that analytics are in place. Without analytics, it would be difficult to effectively assess your success.
– Prioritize tablets. Tablets are on the rise in terms of popularity and provide engagement levels that almost tally with desktop and laptop computers.
– Review your social media accounts to ensure that consumers can click through to offers optimized for mobile devices.
– For your mobile search campaigns, ensure that landing pages are mobile optimized. They should not click through to the desktop home page.