How social media can jumpstart your mobile strategy
June 09, 2011
How social media can jumpstart your mobile strategy Increasingly, social media is largely mobile by default. Over half (54%) of people who use Twitter users access it via mobile devices, according to new research from the Pew Internet and American Life project. Similarly, a recent analysis of Facebook posts showed that one-third are made via mobile devices—and most of these come from Facebook’s mobile site, not its smartphone apps. If your business model depends on attracting the largest and most engaged audience possible (something that’s true for nearly any news organization, from major national dailies to small local or niche online startups), then it makes sense to go where your potential audience is. It also makes sense to provide some kind of valuable, engaging experience to users on any type of mobile device. But Twitter hasn’t overlooked or underestimated the low end of the mobile market. Pew did not inquire about the types of phones used by mobile Twitter users, but it’s probably every type of phone. News orgs can learn much from Twitter on this front. Whenever I give a talk about mobile media, I use Twitter and Facebook as prime examples of what it means to have an integrated, inclusive mobile strategy that gives people opportunities to connect to you in some meaningful, valuable way via any mobile device. In particular, Twitter exploits nearly every available mobile communication channel. Of course, Twitter has an advantage in that it was designed from the start to be usable on simple feature phones via SMS text messaging (which is why tweets are limited to 140 characters). But Twitter doesn’t overlook any mobile channel. Twitter users also can choose to receive e-mail notifications. Both e-mail and SMS are among the most popular mobile activities for users across all types of phones. Even people with the expensive, sophisticated smartphones tend to e-mail and text daily. There is also a plethora of native Twitter apps for every smartphone platform, developed both by Twitter and by others using Twitter’s API. In fact, Twitter recently bought Tweetdeck , a mobile/desktop Twitter app especially popular with “power users.” But Twitter is also a master of the mobile web.
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Test your mobile web layout on popular web-enabled feature phones—especially for individual story pages, not just your home page or section pages. Make sure that your content displays at least reasonably well on those devices. Ultimately, you may have
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Can Sina Weibo Enterprise Edition Kickstart Social eCommerce ...
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We once again return to this diagram of Sina Weibo’s six potential revenue sources. Pages, unlike the previous potential revenue generators ( QWeibo & Data Center ), has even more room for Sina to offer value-added services including data services, social ads (interactive ads), and even eCommerce.
For brands on Sina Weibo, the “V” for verified tag can now be changed from the common orange to the enterprise blue. The layout of enterprise profiles is in the format of a page, with flash banner ads or multi-media widgets along the top center and brand-information lining the two sides. On the right side, two spaces are allocated for the founders or top management of the brand who are also Weibo users.
This strikes me as the kind of social exposure that any brand should love to receive: to have their employees getting right into action and engage with users. I extracted two cases from Sina Weibo to show you the exact layouts of these enterprise profiles:
The first case is straightforward: Wanda (@ 万达电影生活 ), one of the dominant local movie theater franchises in China. To be honest, the profile is not very customized, but it is one of the first enterprise profiles to be introduced. From it we can see the default layout of this enterprise Weibo which I would like to define directly as Pages in Sina Weibo. Case two is Kuai Shu Bao, a fascinating startup that sells books online (@ 快书包 ). They have a highly-customized profile page with affiliated links, the founders’ Weibo accounts, and even a portal to awebsite built on the Sina Weibo Open API to order books within Weibo . Get it? This is perhaps the first proper microblogging eCommerce in the world. The layout of this site is in the standard format of online shopping sites such as Amazon or eBay. It has complete product descriptions and comes with an “Order Now” button that redirects the user to another page for payment and delivery details. To cap it off, the whole transaction can be shared back to Sina Weibo–now that’s social commerce in my book. Kuai Shu Bao reports that 40% of its revenues currently come from Weibo. Challenges for Enterprise WeiboWe do not look at Weibo profiles! – An obvious challenge for enterprise Weibo owners is that no matter how custom their profiles, that’s not where Weibo users spend their time. What we do is spend hours looking at our own timelines, which updates with everyone else’s Weibos in real-time. Sina has to redirect the current user habits of concentrating on their own Weibo accounts to venturing out and explore more.
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