Multimedia and Mobile Strategies PDF

MULTIMEDIA AND MOBILE  Characteristics ◦Selective attention – People have the ability to be particularly selective in what they consume. ◦Mobile first idea – this is the best opportunity to reach our audiences and we’ll use their data to figure out how. It’s practically ubiquitous 91% of...

MULTIMEDIA AND MOBILE  Characteristics ◦Selective attention – People have the ability to be particularly selective in what they consume. ◦Mobile first idea – this is the best opportunity to reach our audiences and we’ll use their data to figure out how. It’s practically ubiquitous 91% of Americans own a smartphone, up from just 35% in the Pew’s first survey of smartphone ownership conducted in 2011. 98% of 18-24 year olds, 97% of 30-49, 91% of 50- 64, and 79% 65+ These numbers vary based on ethnicity, income, gender, but not too much. Let’s take a closer look at this Pew data on smartphones, as well as social media.  Social & visual listening ◦ Social listening – track, analyze, respond to conversations about topics, such as company or brand ◦ Know it all, not just good ◦ Visual listening – image recognition to track visual mentions like logos or videos ◦ 80% images shared on social media that include brands don’t have the brand name in text, so that means you’re missing a lot without this element.  Create engaging content Multimedia – Text – writing is Caption your combination two part of the social images/videos forms, such as media package meme, video, (posts, pictures/text narratives, statements) Learn how to do Snackable content – video and use 65% of people will the gear continue to watch video if they watch for three seconds More content ◦Infographics – mix of words, images and numbers ◦Podcasts peaked in 2019, then dropped, but are still very popular. (Difficult to produce) ◦Custom chatbots are becoming more common, but cost is enormous. ◦ User-generated content can give a lot of credibility (GoPro as example)  Why people use their phones ◦Uses and Sending a photo or video Accessing the internet (seeking gratifications looks at information) how people use Sending or receiving personal communications media for Using social media (connections gratification; to other people; sometimes information) understand what your Navigation audience is looking Streaming media for. Work and productivity Health Finance Organization ◦ Community management – monitoring one-on- one relationships Building relationships (what you do after you engage ◦ Artificial intelligence or bots to monitor (identify trends, give “mood” reports, keyword tracking, etc.) ◦ Hootsuite, Sprout, SocialPilot, increasingly more – automatically post your social media ◦ Monitor and engage consistently and regularly. Influencer/ Advocate engagement ◦ Trusted people who can influence their social media followers ◦ Brand advocates – unpaid people who are loyal to your brand, talk favorably about it ◦ Micro-influencers – fewer followers, but those who do are passionate and in your target audience  Search Engine Optimization (SEO) ◦ SEO, or Search Engine Optimization, is the process of improving how easily people can find a website or online content using search engines like Google. ◦ It involves using strategies to make sure content appears at the top of search results when people look for related topics or keywords. ◦ SEO boils down to strategically using keywords, tags, and descriptions in your content so it aligns with the terms your target audience is searching for. ◦ This ensures your content appears in front of the right people at the right time, helping you capture and engage your desired audience effectively. How is SEO used in PR Increases Visibility: Optimizing press releases and articles with relevant keywords ensures they appear in search results, making it easier for people to find your story. Boosts Credibility: Getting mentions or backlinks from trusted websites improves the website’s authority, which search engines reward with higher rankings. Drives Traffic: PR campaigns optimized for SEO can lead to more clicks, views, and engagement, helping organizations reach a wider audience. Amplifies Reach: Combining SEO and PR ensures earned media and owned content stay discoverable long after publication. Targets Audiences: Using keyword research, PR content can be crafted to align with what specific audiences are searching for online. Developing trends Short-Form Video: TikTok and Instagram Reels dominate engagement. Emphasize creating bite-sized, dynamic videos tailored for mobile consumption. Social Commerce (business): Integration of shopping features on social platforms (e.g., Instagram Shopping, TikTok Shop) Algorithm Awareness: The need to tailor content for algorithms that prioritize engagement metrics, like shares and saves.  Augmented Reality (AR): Interactive AR experiences on mobile devices, such as virtual try-ons or location-based filters. AI and Chatbots: AI tools for customer interaction and content creation, including enhanced chatbots for real-time engagement. User-Generated Content (UGC): Mobilizing users to create authentic content for social sharing, further amplified by mobile-first campaigns. On the horizon Mobile updates Mobile-Friendly Design: Content must be optimized for mobile screens, emphasizing fast load times and vertical formats. App-Based Strategies: Explore the use of popular apps like WhatsApp or Discord for direct community engagement. Voice Search: Increasing reliance on voice assistants (e.g., Siri, Alexa) for search emphasizes the need for conversational SEO.