Originally presented at the 2012 Multifamily Brainstorming Sessions by Mike Whaling.

1. Mobile Marketing
Backchannel: #mfbsconf
Mike Whaling

2. For Today:
• Mobile behaviors
• Channels and tools
• Tactics and tips
• Measuring success
#mfbsconf

3. What IS mobile?
flickr.com/photos/yagankiely/4647067847/
#mfbsconf

4. What are people
doing via mobile?
#mfbsconf

5. What do YOU do
via mobile?
#mfbsconf

6. EVERYTHING
#mfbsconf

7. Mobile Behaviors
What are people doing?
• Email • Photos
• Search • Apps
• Browsing • Social
• Shopping (Reviews) • Maps/Location
• Audio & Video • Text/Chat
• Games • Phone Calls
#mfbsconf

8. Mobile Behaviors
#mfbsconf

9. Mobile Behaviors
#mfbsconf

10. Mobile Behaviors
#mfbsconf

11. Email
#mfbsconf

12. Email is dead?
#mfbsconf

13. Mobile Behaviors
Litmus, 2012

14. Emails are opened most
often on mobile.
#mfbsconf

15. ZeroMomentOfTruth.com

17. 54% of iOS web traffic is devoted to
search VS the 36% Internet Mobile Behaviors
average.
SEARCH THROUGH IOS
54%
36%
IOS INTERNET AVERAGE
SOURCE: CHITIKA, APRIL 2012
54% of iOS Web traffic = Search

18. Mobile Behaviors
9 out of 10
mobile searches
lead to action.
OVER HALF
lead to purchase.
#mfbsconf
SOURCE: SEARCH ENGINE LAND, 2011

19. 70
Over 70% of us look at
product reviews before
making a purchase.
#mfbsconf

20. Mobile Behaviors
Look at this
#mfbsconf

21. Mobile Behaviors
#mfbsconf

22. #mfbsconf

23. Mobile Behaviors
The Second Screen
#mfbsconf

24. Mobile Behaviors

25. Incorporating Mobile
Into Your Marketing
#mfbsconf

26. Tools, Tactics and Tips
What can you be doing?
• Email • Photos
• Search • Apps
• Browsing • Social
• Shopping (Reviews) • Maps/Location
• Video • Text/Chat
• Audio • Phone Calls
#mfbsconf

27. Incorporating Mobile
Get equipped #mfbsconf

28. Build a broad
online presence
#mfbsconf

29. Incorporating Mobile
Directories Reviews Multimedia
Website & Blog
Social Email Advertising

30. Incorporating Mobile
Your Website
• Keep it simple (Navigation, contact info)
• Create short paths to conversion
• Make it easy to share
• Useable on any device
#mfbsconf

31. Incorporating Mobile
Mobile: Responsive design

32. Incorporating Mobile
Mobile: Responsive design

33. Incorporating Mobile
Mobile: Responsive design

34. Incorporating Mobile
Local Listings: Typical Example
Site Claimed?
Google Places YES
Yahoo! Local NO
Bing Local NO
Yelp YES
Foursquare NO
CitySearch NO
Localeze NO
Superpages YES
InsiderPages NO
Niche/Local Sites NO

35. Incorporating Mobile
Email
• Everyone uses it
• Not going away
• Preferred method of contact
#mfbsconf

36. Incorporating Mobile
Advertising
• Pay per click (Google, Bing)
• Social (Facebook, LinkedIn)
• Target your ads by location, device
#mfbsconf

37. Incorporating Mobile
Advertising

38. Apps
#mfbsconf

39. Do you need an app?
www.flickr.com/photos/cardopoli/219069323/

40. Get social
#mfbsconf

41. “Find us on ...”
www.flickr.com/photos/cardopoli/219069323/

42. Stay connected
www.flickr.com/photos/cardopoli/219069323/
www.flickr.com/photos/urbanelife/4687896485/

43. Try it:
Text like 30lines to 32665
#mfbsconf

44. Make your own:
j.mp/fbwindowsign
#mfbsconf

45. Location
#mfbsconf

46. Check in with location services
#mfbsconf

47. Incorporating Mobile
Multimedia
• Photos (Flickr, Instagram, Pinterest)
• Video (YouTube, Vimeo, Tout)
• Audio (Podcasts, BlogTalkRadio)
#mfbsconf

48. Incorporating Mobile

49. Incorporating Mobile
Social
• Go where customers hang out
• Show some personality
• Think in visuals
• Let others build your presence for you
#mfbsconf

50. What about these?

51. Give the prospect
an easy way to take action.
#mfbsconf

52. Tweet this:
Use mobile tools (SMS, QR
codes, tags) to create
strong calls-to-action for
your static ads.
#mfbsconf

53. Incorporating Mobile
Get them to take action
• Call • Get directions
• Email • Subscribe
• Text • Share
• Scan • Check in
• Like • Like
#mfbsconf

54. How do we complement
what we’re doing with mobile?
#mfbsconf

55. Measure Your Success
#mfbsconf

57. #mfbsconf

58. #mfbsconf

60. Measuring Success
#mfbsconf

61. Measuring Success
Measuring Success
• Establish conversion goals on websites
• Measure traffic/leads by source
• Track links and calls
• Measure outcomes, not outputs
#mfbsconf

62. Tweet this:
Measure outcomes,
not outputs.
#mfbsconf

63. Wrapping Up
#mfbsconf

64. Recommendations
General
• Develop “screen-agnostic” approach
• Optimize “Web presence”
• Complement current efforts with mobile
#mfbsconf

65. Recommendations
Go Mobile
• Develop mobile resident center (App?)
• Consider responsive design, geo-location
• Provide relevant “WOW” experience to
mobile shoppers
• Get involved in mobile social apps
(Instagram, Foursquare, Popset, etc.)
#mfbsconf

66. Recommendations
Other Channels
• Reviews: Monitor, respond, incorporate
into your Web presence
• Email: Implement lead nurturing, local
outreach programs
• PPC: Use to complement search/social
• QR/SMS: Create location-specific
experiences
#mfbsconf

67. Go beyond marketing
#mfbsconf

68. What now?
#mfbsconf

69. Takeaways
• Be screen agnostic
• Optimize your website for mobile
• Build a broad presence
• Try targeted ads
• Short, visually rich messages
• Measure > refine > measure > refine
#mfbsconf

70. Let’s talk.
#mfbsconf

71. Text my30
to 88000

72. 30lines.com