Posts Tagged ‘smartphone’


2012 Counselors Academy Conference: Mobilizing Your Firm for a Smartphone World

Tuesday, May 29th, 2012

Colleen Flood*

Linda W. Cohen, APR, founder and CEO, The Caliber Group, Inc., and Michael Barber, director of digital strategy, Cohn Marketing, recently presented on Mobilizing Your Firm for a Smartphone World at the 2012 Counselors Academy Conference.

It seems like everyone wants to learn how to integrate mobile in to their communications strategy, engage with consumers using smartphones, and strengthen their capabilities portfolio. Marketers are now putting the majority of their efforts into mobile and with good reason.

  • The average amount of data consumed by consumers is 46GB per day.
  • For smartphones, that is 65 minutes per day.
  • By 2013, over 50 percent of web traffic will be through mobile devices.
  • It is predicted that mobile email will overtake webmail by next month (June 2012).
  • Mobile search is up 400% on Google.
  • Fifty-eight percent of adults are likely to make a purchase on a smartphone.

Their roundtable offered some compelling statistics for the use of smartphones and mobile marketing, but it seems that many marketers struggle to get a handle on things as consumption shifts. Cohen and Barber discussed some of common mobile marketing “mistakes” and offered some potential remedies.

Mistake One – Combining Social Media with Mobile
Don’t try to be all things in the mobile space. Instead focus on your strategy, creative production, and service-based applications. From there, start and move outward. Choose partners to work on other services. Then extend current digital services across mobile. As for finding the right partner,

  • Know what you don’t know and seek partnerships accordingly.
  • You cannot teach marketing strategies to a mobile strategist. It is easier to teach mobile to marketing not vice versa.
  • Attend mobile conferences that are tech and brand focused.

Mistake Two – Thinking Your Agency is Going to Make Quick Money on Mobile
ROI comes from multiple places. Understand where mobile dollars come from.

Mistake Three – Not Using Tools Already Out There
Why recreate the wheel? HTML 5 allows developers to create one site that will work on multiple platforms. And there are a number of tools already out there designed to create and enhance mobile efforts.

  • Mobify.com – mobile web tools
  • Torsion Mobile – Mojaba
  • TheAppbuilder.com
  • Snaplab Media – QR Codes.
  • Mogreet – MMS Tool

And don’t forget to leverage old mobile phone tactics.

Mistake Four – Doing Mobile Just Because
This one is pretty self explanatory. Why waste time and effort if it doesn’t fit into your overall communications strategy and align with business goals and objectives?

Mistake 5 – Pricing and Selling Like an Agency
The key to selling mobile is to educate your clients.

Additional Tips
In addition to these common mistakes, Cohen and Barber also suggested that marketing professionals look out for developing trends in the mobile and smartphone space.

  1. Natural User Interface
  2. Speech Development (e.g., Siri)
  3. Connected Devices (e.g., the mobile cloud)
  4. Network Maturation (e.g., How much data can we process as adoption rises?)
  5. Socio-economic impact

How are you mobilizing your firm in a smartphone world? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

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*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce 

  

Has Apple Hit a Sour Note?

Wednesday, October 5th, 2011

Kelly Mulholland*

It’s that time of year again. Yesterday, Apple launched another sleek new product: iPhone4S. Noticeably different during the launch was not the appearance of the phone—which retains the same look as its older model—but the appearance of their new chief executive Tim Cook. In the promotional video below, it advertises that, “Your I-Phone can do more than any other phone.”  How so? For starters, Siri is your personal assistant built into your phone. This voice activated system can dictate measurements, recipes, reminders, timers and much more in natural language – proving to be the next wave of semantic innovation.

Besides voice recognition, the new smart phone is made smarter by these other features. 

  • An 8 megapixel camera with backside-illuminated CMOS sensor that carries more light and is 33 percent faster.
  • Video camera is now 1080p, and includes video image stabilization.
  • Downloading data through wireless system is twice as fast
  • The new phone has a longer battery life than its older counterparts. 
  • Sprint is now another service provider that will carry the new phone that is priced between $199 to $399.

While others may show loyalty to the Apple brand and pre-order the new model, on October 7th, others have voiced opinions of being duped by an “imposter,” according to “Apple’s Absent iPhone 5 Whose Fault is it Really?” Matt Peckham, Time/Techland, while the Tech communities were busy informing each other through social media outlets about the upcoming I-Phone5 launch, Apple stayed mum. Instead Apple pulled the wool over the public’s eyes, and we learned about the 4S—we never knew we wanted. Consequently, Apple Stocks dropped 5 percent after the launch, confirms, Mashable’s “Apple Stock Drops 5% Following iPhone Event.” Whether or not this was due to the market or directly linked to the disappointment about the new smartphone launch is moot.

What do you think? Are you impressed that the new smartphone can be your personal assistant or is Siri the most amazing thing that no one will use? Most importantly, do you think Apple needs to do some PR damage control for inadvertently misinforming the public and not simply being there to acknowledge they were never going to release an I-Phone5 yesterday?

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Before joining the Burrellesluce team in 2011, Kelly interned at CondeNast’s Glamour magazine as an editorial intern to the senior style writer and was an editor of her college newspaper. She received a B.A. in Behavioral Science and Business, Society and Culture from Drew University with honors. After graduation, she worked as a sales associate at Nordstrom and took a month off to travel abroad throughout Europe. In Kelly’s free time, she enjoys traveling, fashion, reading, bringing awareness to Breast Cancer, running 5Ks, baking and social media. Twitter:@miss_mulholland Facebook: BurrellesLuce; LinkedIn: Kelly Mulholland

The Smartphone Craze…

Monday, January 17th, 2011

International Consumer Electronics Show 2011: Attendees view exhibits in Central HallAt the end of 2009, I heard that mobile was the future of communications. As the New Year rolls in, it is fast becoming clear that 2011 may just be the year for mobile campaigns. Last month, Mashable made 5 Predictions for Mobile in 2011. The Verizon iPhone prediction is about to come true already. This announcement has sparked several online polls, asking if smartphone users will make a switch. When I registered for the Digital Capital Week (DCWeek) this week, even they asked me what kind of smartphone I use.

In my personal life, I’ve been living the smartphone debate for quite awhile. I was a tried and true Palm user, but BurrellesLuce has a Blackberry server, so I made the switch. My husband loved his iPhone, but hated that he could not get service anytime we were in a crowd of more than 20 people; he recently switched to Blackberry. My sister recently switched to a Droid and loves her ability to access a lot of information easily. According to TechCrunch, the best of the 2011 Consumer Electronics Show (CES) was the Motorola Atrix smartphone.

Recently, my BurrellesLuce colleague Crystal deGoede blogged, You Are What You Use…What Does your Tech-Gadget Say About You?, which tries to categorize smartphone users based on survey results from the 2010 Gadget Census Report by Retrevo. Additionally, our Johna Burke listed her favorite Droid Apps in her post, Apps I LOVE for the DROID. BurrellesLuce even posted a newsletter on Using Mobile Apps to Connect with Your Audiences.

As mobile marketing and PR grows more in popularity, we’re also seeing more articles like Ragan’s 7 things you need to know about mobile communications. One of my favorite posts on the subject came from Mashable, who gave us 15+ Worthwhile Ways to Kill Some Time on Your Mobile. It reminds us we don’t need to play a game or read funny tweets to occupy the time waiting for the train or plane.

Are you going to make a smartphone switch in the near future? If so, what influences your decision? How does your smartphone help you be more productive? And what are some of the ways you’ll be looking to leverage mobile communications in your public relations initiatives this year?

Does Your Client Service Need a Facelift?

Wednesday, March 3rd, 2010

by Emily Mouyeos*

Last week while I was on vacation I had the pleasure of getting my wallet stolen. (Please note the extreme sarcasm.) This led to me speaking with multiple customer service agents from my bank, credit card, health insurance and rental car companies, and the NYC MTA. Overall, my experience was positive; so, I won’t use this blog post to vent about any frustrations. However, being a client service account manager, my recent experience made me think about what pushes customers to the point where their calls become YouTube videos.

My fellow blogger and BurrellesLuce client service team member, Lauren Shapiro,  recently described a company’s client service department as its brand ambassador. She wrote, “The relationship between the client and your client service representative can make or break your organization’s brand.” I can easily name brands that I’ve vowed never to use again because of difficult interactions with their client services. But what can we do when serving our customers, clients or patrons to keep them from reaching a breaking point and retain their business when their effort to get answers or solve problems doesn’t produce the desired outcome. It may be time to consider giving your company’s customer service a facelift in order to protect your brand and customer base.

One of the most frustrating aspects of reaching out for service support, and a recent issue played out in the media, is when is it is unclear as to how to successfully contact a company or representative regarding issues. Google came under scrutiny with the U.S. launch of their smart phone, Nexus One. Not only was there no clear contact information listed on their website, but customers weren’t even sure what party would be handling their service questions. Should they call their service provider, the phone manufacturer, or Google? Some companies purposefully bury contact information as a way to deter clients from calling. If client service departments are the face of companies, then it makes sense for them to be easily assessable.

In fact, for the most part, the client and public relations industries are becoming more keen to the importance of personal touch and communication. There are even websites dedicated to providing people with phone numbers that are supposed to have humans on the other end. But once a client locates a number to call, who will they speak to at your company? How many times have we heard others say or have even said ourselves, “I just want to talk to a human!” It may save money to filter client inquiries through touch-tone assistance to direct calls. However, at what cost is it acceptable to frustrate your most loyal clientele?

I’ve really enjoyed Ally Bank’s recent commercials that pick apart the absurdness of service policies and service support. The commercial I saw this morning involved a man telling a little girl that the automated doll she wanted to play with couldn’t understand her request to play and that the toy was in control. Isn’t that when we find ourselves most peeved – when we lose our sense of control?

As professionals that deal with clients and patrons, we should create environments where our constituents feel comfortable and confident when approaching our client service representatives, our brand ambassadors! We should never make our valued customer base feel as though the following quote from “The Office” is true.

“Okay, Dwight, let me explain something to you. I set the rules and you follow them blindly, okay? And if you have a problem with that, then you can talk to our complaint department. It’s a trash can.”  – Michael Scott

Does your company’s client service department need a facelift? Does it make economical and branding sense to do away with automated systems? How is your company making it more accessible for clients to reach the right contacts?

*Bio: Emily Mouyeos joined the BurrellesLuce account management team with a background in nonprofit communication and development. Her background and current experience with BurrellesLuce allows her to effectively address client needs and consolidate feedback for senior management. To Emily, nothing feels better than helping others achieve their goal, whether it’s professionally or personally.  By focusing on client management through the Fresh Ideas blog, she hopes to evaluate new client management trends, as well as provide insight to the pros and cons of current practices. She looks forward to connecting with the readers of Fresh Ideas for new perspectives and dialogue on issues that affect overall success. LinkedIn: Emily Mouyeos Twitter: @BurrellesLuce Facebook: BurrellesLuce

Internet and Life in 2029

Thursday, September 10th, 2009

Steve Shannon

Media is ChangingThe Internet turned 40 years old, last week, on September 2nd.  As an armchair futurist, here’s what I see lying ahead for us in the years to come.

When the Internet turns 60 in 2029:

1. The landline telephone goes the way of the dodo. All phone calls are routed via the Internet. Everybody gets one phone number, for life, for all purposes. It replaces your social security number as the main means of identification.

2. Mobile phones truly become mobile computers. You make your all your business and personal calls, both voice and video, from this one device. You consume most of your media from it as well. The device links to all your files and applications. When you are in a fixed location, such as office, home, or hotel room, you dock your phone – much like you do today with a laptop –  permitting use of a larger screen, headset, and handset. (Keyboards are mostly irrelevant as speech to text technology types documents as fast as you can speak.)

3. Almost everybody consumes their news via video. Television and the web merge, eliminating the line between broadcast and web video.  

4. Cable companies become exactly that, just a delivery channel for the Internet. The same holds true for cellular phone providers as they shift to providing wireless Internet access.

5. All quality entertainment and sports media is purchased directly from the producers of that media. Media cartels form along the lines of ABC-Disney-ESPN, as one example, to serve a single consumer across a spectrum of programming and content (news-entertainment-sports). News and journalism exists within these entities but it is soft. Media relations still continues to thrive in this realm, providing reporters and editors with story ideas and content.

6. Hard journalism exists, but its audience is small and devoted. Funding for this is very much along the lines of how PBS currently operates, including the use of taxpayer dollars and augmented by advertising. Topics are limited to government and social issues as the media cartels cover everything else. (See previous bullet.)

7. Citizen journalism exists a la Wikipedia, but has narrow audiences, restricted by geography or topic. Public relations has a role here too, with companies being participants in these types of online communities.

8. All media programming and content is on-demand. You can pay for how many commercials you don’t or do want to see, trading money and/or highly detailed information about yourself for programming and commercials. The ads you do see are targeted specifically to you.

9. There’s plenty of free media available as well, a lot of it provided by consumer goods companies who have something to sell. The soap opera of the 1950s are truly reborn a century later. Companies with common audiences link together to form free media cartels, similar to those created by entertainment and sports media.

10. Last, signage, and vibrant ever-changing electronic signage at that, takes over the physical landscape as an inescapable way to deliver mass advertising and branding.

Does this all sound a little too far fetched?  If you find yourself saying that, do some research and see what day-to-day life was like in 1969, and all the advances in personal technology that have occurred since then. Still doubtful?  Then go back another 40 years to 1929, or another 40 to 1889.  One thing is for sure, the only constant is change.

How do you see media, the Internet, and technology changing in 2049? Share your thoughts with the readers of BurrellesLuce Fresh Ideas.