The adoption of mobile is the fastest grown platform in history. Nearly a third of Facebook’s 750m user-base use it on mobile exclusively! The platform is being ignored and the anger is being felt in social media when users click a link to an app on their feed and are diverted to the fan page home screen instead of the competition. People are mobile, and any campaign not developed for this platform is only half a campaign. Facebook have just released a major update to their mobile app and Platform to all apps to have a mobile equivalent that users can link to in their feeds. Most companies have just ignored this and users still go nowhere when linking to them.

1. MOBILE IN 2012
Important facts for Facebook marketers
to know
Presented by: Gamaroff Digital
23 November 2011

2. The value of a mobile campaign
• The adoption of mobile is the fastest grown platform in history.
• Nearly a third of Facebook’s 750m user-base use it on mobile
exclusively!
• The platform is being ignored and the anger is being felt in
social media when users click a link to an app on their feed and
are diverted to the fan page home screen instead of the
competition.
• People are mobile, and any campaign not developed for this
platform is only half a campaign.
• Facebook have just released a major update to their mobile app
and Platform to all apps to have a mobile equivalent that users
can link to in their feeds. Most companies have just ignored this
and users still go nowhere when linking to them.
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3. The value of a mobile campaign
• Our internal tracking on other
Facebook campaigns, for large
and small brands, where users
link through from Facebook
sharing channels, looks as per
the figure.
• All of these users are
reverting to the wall and
thinking nothing else of it.
• As more apps appear,
however, anger will start to
surface in social media when
people cannot access it.
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4. Facebook CTO Bret Taylor:
“Mobile is the primary focus for our platform
this year.”
“Most people in Silicon Valley view HTML5 as
the future.”
“A few years from now, most every single
person at Facebook who works there is going
to be working mobile almost exclusively”.

5. All Facebook campaigns now need to:
• Provide the same value that users are enjoying on the site
but on the mobile device.
• Not compromise on any of the functionality or the emotional
engagement of users.
• To provide a seamless and slick experience that does justice
to popular devices like iPhones.
• To allow users to share, comment and perform the same
functions as on the app.
• To showcase brands as a cutting edge companies who adopt
new platforms ahead of the curve before they are standard.
• To capture the lost target audience who only use mobile.
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6. Commercials
• Only a few months ago, the only way to build a successful mobile
app was through native technologies. These are difficult, require a
high level of skill to build and take a long time.
• It required that budgets would need to be more than doubled to
provide a mobile alternative.
• All of this has changed with the introduction of HTML5 based
technologies and native wrappers to access phone hardware. It
means that skilled Facebook developers can now use their familiar
technologies, leverage code and graphics from their desktop
projects, and adapt them more quickly and easily to mobile.
• It now means that mobile versions of apps can be built for
approximately 50% of the cost of the original app.
• Budgets need to be extended to account for this.
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7. Gamaroff’s capability
• We have been staying close to the advancement of JavaScript and
HTML5 in mobile development for the past year and have built our
capabilities sufficiently to meet the demand.
• We are active and ready, our developers are trained and
experienced and fully capable of creating high quality mobile
versions of the apps we build.
• It’s important to sell the importance of mobile to clients, and make
every effort to secure the budget so that we can account for this
growing 22% in everything we do online.
• Gamaroff anticipate more than half of our Facebook project work
in 2012 to be mobile or mobile/desktop hybrids.
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8. Conclusion
• Many brilliant Facebook apps are developed without a second
thought to mobile. At the moment, the problem is not perceived to be
as serious only because the audience still don’t expect too much and
do not shout too loudly about it. This does not mean that the
audience is not being lost.
• Flash only has about 3% of those who cannot see it, yet great and
costly lengths go to provide accessible alternatives whether they be
HTML sites or backup gifs in banners.
• 2012 is going to see a surge in mobile to the point where all Facebook
apps that do not have a mobile version will be seen as incomplete or
inadequate.
• All Facebook campaigns need to have their mobile counterpart, and
so it should be considered as standard.
• Gamaroff are a valuable partner to realise mobile projects in 2012.
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