Consumers do not view content or brand experiences in channels -- yet today's organizations still think they do. Brands and organizations are investing heavily in mobile talent, but this only continues to perpetuate channel planning versus the need for strategic content planning. These mobile-specific efforts should instead be integrated into the content and digital strategy development teams, which are tasked with finding ways to broadcast branded content in the right channels and context and conditions. Presenter: Kayla Green, digital strategy director, Saatchi & SaatchiLA @kaylam

1. HYPE-BUSTERS
Does your brand need a mobile-specific strategy?
@kaylam

2. MOBILE IS NOT THE FUTURE:
MOBILE IS HERE TODAY

3. THERE ARE 3.93 BILLION MOBILE PHONE USERS WORLDWIDE,
REPRESENTING 56% OF THE GLOBAL POPULATION
SMARTPHONES ACCOUNT FOR 24% OF MOBILE PHONE USERS WORLDWIDE,
OR 13.5% OF THE TOTAL POPULATION
BY 2016 WORLDWIDE SMARTPHONE PENETRATION AMONG
MOBILE PHONE USERS IS SUPPOSED TO INCREASE TO 45%
SMARTPHONES ARE CHANGING THE DIGITAL LANDSCAPE:
MOBILE WEB SUBSCRIPTIONS 2:1 BROADBAND SUBSCRIPTIONS
IDC CLAIMS THAT BY 2015 MORE AMERICANS
WILL ACCESS THE INTERNET VIA MOBILE VS PC
IPAD GROWTH = 3X IPHONE GROWTH

4. MOBILE IS NOT A
‘BOLT-ON’ SOLUTION

5. TRUTH #1
humans want
to be entertained.

6. BRAND STORYTELLING

7. CONSUMER STORYTELLING

8. PRODUCT STORYTELLING

9. TRUTH #2
context drives content
(and sometimes content drives context)

10. MOBILE HAS THE ABILITY TO MARKET TO CIRCUMSTANCE

11. TRUTH #3
mobile fuels other
digital &
traditional behaviors

12. MOBILE ACTS AS CONNECTIVE TISSUE BETWEEN
OTHER CONSUMER TOUCH POINTS

13. SO WHAT?
Where do I go from here?

14. FOCUS ON THE CONTENT
Stop focusing on the container.
Your customers will consume the content when and where they want to.
Just be there with meaningful and optimized content.

15. HOW?

16. DESIGN FOR CONNECTED EXPERIENCES
Create content experiences that are fluid between mobile, tablet, desktop, and IRL.
a a a

17. BUILD A SOLID CMS AND TRACK EVERYTHING
Manage your content so that it optimizes for the right experience at any screen, anytime.
Analytics becomes your best friend in learning about your customer
and where and when they engage with your brand.
LOAD DATA [LOW_PRIORITY | CONCURRENT] [LOCAL] INFILE 'file_name'
[REPLACE | IGNORE]
INTO TABLE tbl_name
[PARTITION (partition_name,...)]
[CHARACTER SET charset_name]
[{FIELDS | COLUMNS}
[TERMINATED BY 'string']
[[OPTIONALLY] ENCLOSED BY 'char']
[ESCAPED BY 'char']
]

18. AUGMENT YOUR CONTENT STRATEGY
Develop well-designed user interfaces to connect with people in contextually relevant ways.

19. ITERATE
Set up your organization structures with flexibility for experimentation.
a b c

20. FOCUS ON PEOPLE
NOT THE TECHNOLOGY
Because there will always be another shiny object, screen, device...
but people should always remain at the center of your communications strategies.

21. THANKS
See you on the internets.
@kaylam