June 19th, 2013 Offerpop: Engaging the Mobile Masses with Social
On Wednesday, June 19, 2013, OLC attended Offerpop’s event, Engaging the Mobile Masses with Social featuring Jarrod Dicker, Director of Social and Mobile Ad Products at Time Inc.; Jeffrey W. Stier, Management Advisor of The EY Experience at Ernst & Young; Deepesh Banerji, Director of Mobile at CBSSports.com; and Mark Cooper, cofounder and CMO of Offerpop.
It is no secret that mobile is rising rapidly. By 2014, there will be more cell phones than people on this planet. The global mobile traffic last year was 12 times higher than the internet traffic in 2000. Smartphones today have become the Swiss Army Knife. Tablets are becoming our second mobile screen and the number shipped is expected to increase by 175 percent next year. This means that brands have to work across many devices and this leads to different devices, screens and experiences.
Time spent on mobile is becoming increasingly social. Over 30 percent of mobile time is spent on social media. That’s 30 billion minutes spent of Facebook and Twitter last year.
This means that there are a lot of questions to be answered, which the panelists took in stride.
Mark Cooper: Can you tell us a little but about what you do?
Jarrod Dicker: I lead social and mobile at Time Inc. I’ve been there for about eight years and my goal is to give new advertising ideas and opportunities for clients.
Deepesh Banerji: I lead mobile efforts for CBSSports.com—my job is to build platforms that excite users.
Jeffrey Stier: I’m developing customer digital experience.
MC: Can you give us some perspective on client mobile strategies?
JS: Mobile is exploding. Our clients are looking at the holistic view of how they can interact with customers.
MC: What are some key areas?
JS: It really depends on the client. Integration as a strategy—you need to think about it as a whole.
MC: What about you, Jarrod?
JD: We understand how customers are consuming our content. The main focus for us is consistency and to make it easy for consumers to interact with it for the duration of the day.
MC: Is there any specific data you look for?
DB: Absolutely. There’s been research that shows more videos are watched on tablets than on mobile. It’s about prioritizing information now.
MC: When you think about segmentation, do you find yourself categorizing users?
DB: We use personalization to segment an audience. When users start up the app, we target content for the user using the information they sent us when they initially set it up.
MC: What about push notification on apps?
JD: The way we optimize our apps is using notifications. It’s something we’re focusing on and it’s a great way to notify users.
MC: How can small businesses get involved with marketing?
JD: A lot of advertising on social is effective. Also it’s cost-effective at scale. Social allows us to amplify our voice for little to no money.
DB: The gamechanger is that any developer can build a product and release it to the app store. People can build a business out of it.
MC: What about ecommerce for small businesses?
DB: Apps are expensive to create, so for small businesses, they need to justify the expenses.
JS: I think it depends. When it’s acquiring customers, you need to be sure that the experience offered will convert them. When you grow organically, it’s personalizing the brand and this is the better way for small businesses. Targeting customers on a personal level is an important factor to consider.
MC: How do you drive people to social real estate? What do you see as Facebook using hashtags and brands using it?
JD: I see Facebook as a platform where people will sift through content. In regards with using hashtags, the purpose of it is lost. It’s not for Facebook. Twitter has the broadcast effect. I think it’s tough now.
DB: From a top level, there’s a way to drill down to all these social platforms with hashtags.
JS: Hashtags are a great way to take advantage of social media. It doesn’t take money to attach yourself to content and have it be shared on social. The industry today, especially on the brand side, there’s a huge interest in what users—customers—are interested in.
MC: We’re seeing a lot of user-generated content on mobile-centered companies. What are you thoughts on that with Facebook now announcing that they’ll be supporting video through Instagram?
DB: I think video is the new form.
JS: Vine is a new way of expression. One theory is that Instagram has become a new way of replacing status updates. Video self-expression at short form is a new and evolved way of showing experiences.
JD: Brands are now using it as another tool to give sneak peeks and a face and a voice to the brand.
MC: There’s this whole thing that mobile is for young people. What do you guys see now?
JD: Yes, we see it as a young platform especially with apps. The way that we’re deploying is through social geared towards the younger generation.
DB: I think it’s broad market at this point. You have to take into consideration that there are previous iterations of mobile.
JS: Mobile is simply a platform. It allows brands to deploy content and there are apps on mobile that’s more technical, but it doesn’t matter what your audience is. If you have an engaged audience and content is delivered, it’s successful.
MC: What are the cool things you’ve seen so far?
JS: Second screen on a live event is pretty cool. We’ve generally invested in the future of TV. What it means for TV is that franchises are coming back. It’s a really interesting place to be, especially with Netflix in the running.
DB: Live sports and social media is a sweet spot—it doesn’t get any better than that.
JD: It’s also big with award shows. We do a dashboard and pull information from Twitter, Facebook and hashtags. It allows consumers to be excited and feel part of the community. The idea is to make it easy and consumable as possible. We want to bring the dashboard to mobile and the tablet soon.
MC: I want to get your perspective on how you approach your responsive design.
JD: A couple of brands are approaching that—it’s been good on the customer experience side. We also find that we need to add tablet and mobile editions. It’s two ways to think.
DB: From our end, mobile web is for quick information and apps are when users get long-from information.