Making Mobile Work For You, SIPA 2012 Washington DC
Download as PPT, PDF1 like339 views
Mary Kay Lofurno discusses the integration of mobile technology into marketing strategies at Wellesley Information Services, particularly through the launch of the Sapinsider and InsiderProfiles apps. The document highlights the challenges faced regarding mobile adoption and the steps taken, including shifting to a digital magazine format and developing a mobile event schedule app. Organizational benefits included increased profitability, new subscriber engagement, and enhancements in product and marketing strategies.
Making Mobile Work For You, SIPA 2012 Washington DC
- 1. Making Mobile Work for You SIPA May 21, 2012 Mary Kay Lofurno
- 2. Making Mobile Work for You • What we’ll cover – Introduction – WIS – Background – Challenge – SAPinsider and insiderPROFILES apps • Outcomes/Impact –WebSphereinsight digital magazine s • Outcomes/Impact – SAPinsider Event Scheduler app • Outcomes/Impact
- 3. Mary Kay Lofurno, Director of Interactive Marketing at WIS • Online marketing since 1997 • Before that, traditional direct marketing • Areas of expertise: Search Engine Marketing/Online Marketing Search Engine Optimization Web Analytics Social Media Database Marketing, including LTV, LFM, RFM, and LMA • MBA, Marketing, University of Hartford • Certificate in Internet Systems, Bentley University • “Marketing Geek”
- 4. Wellesley Information Services (WIS) Subsidiary of the UCG Corporation • Conferences and Seminars • Custom Training • Online Communities • Books • Magazines • Knowledgebases • Journals • And more!
- 5. Background: SAPinsider • WIS’s longest-running magazine • Available in print, online, and mobile app formats • Controlled circulation, free to subscribe • The premier source of information on product and service initiatives coming from SAP and its partners • Subscribers enjoy: Strategic direction and guidance from top SAP executives Practical advice on how to make the most of their SAP investment Insiders’ insights on new SAP products
- 6. Background: insiderPROFILES • insiderPROFILES is the companion magazine to SAPinsider • Launched in Q1 2010 • Also available in print, online and mobile app formats • Represents the voice of the SAP customer • Offers detailed profiles of today’s most influential business and IT leaders: Their strategies Their best practices How they deploy SAP systems to achieve their objectives
- 7. Quick Stats: Our Readership • 125,000+ qualified readers worldwide Our readers include SAP install base customers, SAP partners, and SAP employees • 65% of readers are based in North America, 24% in EMEA, 9% in APAC, and 2% in other worldwide locations • Audience roles include senior-level management, directors, analysts, developers, and project team members Key decision makers responsible for their companies’ strategy and technology investments • We straddle both a business and IT readership
- 8. The Business Challenge • Market conditions • Mobile device use for the audience we serve • How do we best serve our European customers? • Organizational barriers to entry • Antiquated, homegrown CMS • Versions behind in Adobe InDesign, InCopy, and Woodwing • Limited IT bandwidth • No experience with mobile on: Management team WHAT DO WE DO? Product team Marketing team We need to maintain IT team our edge! Art department
- 9. Course of Action: We Waded into the Water… • Evaluated a full range of options from native app development to software tools • Chose Texterity Digital magazine solution • Driving factors: PDF Authentication option Cost Least obtrusive solution to org challenges Gave us a starting point It was enough to get our feet wet!
- 10. Our Mobile Apps • Launched 4/25/2011 • Launched 10/17/2011 • iPad, iPhone, Android, • iPad, iPhone, Android, and Kindle Fire versions and Kindle Fire versions • 61,444 sessions • 3,186 sessions • 14,055 new users • 1,022 new users • Geographical distribution: • Geographical distribution: North America 39% North America 50% Europe 30% Europe 28% Asia 17% Asia 11%
- 11. Our Mobile Apps (continued) • Outcomes: • Advertiser supported, immediately 250% profitable • 50% of subscribers are new names • Instant credibility with end users and partners • Organizational benefits: • Product – Content development model shift • Marketing – Mobile marketing • IT – Mobile subscription pages • Art – Designing with mobile in mind • Management Team – Update systems, ushered in new CMS
- 12. Next Step: Time for a Swim with Mobile App WebSphereinsight digital magazine launch s • New product, first all-digital magazine, optimized for tablets and smart phones • Lead with the digital magazine before magazine Web site (Phase 2) • C-level executives, managers, and developers in the IBM WebSphere space • Known thought leader with an established track record in the WebSphere vertical • Content originates from our new Sitecore CMS • Content is rendered by new CMS to fit the device • Hired a development group to help us build the framework of the mobile app delivered through the new CMS
- 13. Mobile App Outcomes: • 400 subscribers in the first week and climbing • 24,315 PVs, 1,443 Vs, 871 UVs, 10 min 30 sec TOS • Social Buzz on the UI
- 14. Mobile App (continued) Organizational benefits: • Product – Launch innovation; digital magazine/mobile first, then Web • Marketing – Sophistication with analytics and marketing tactics • IT – More familiar with the new CMS and mobile delivery • Art – Now truly designing for new media • Management Team – The right technology in place, a roadmap for implementing mobile across all our products and services • Template developed for digital magazine (including code and installation) will be used again for other publications (shared costs)
- 15. Wait…What about Native App Development? • Background: • Event Schedule App Mobile Scheduler App for Event Attendees Vendor went out of business • Course of Action: We built our own • SAPinsider Mobile Agenda • https://secure2.wispubs.com/mobile/events/SCMPPC2012/O rlando • Works on Safari and Chrome • Outcome: • Attendees could download their session schedule on their phones at events.
- 16. So Come on in … The Water is fine! Thank you! Mary Kay Lofurno www.linkedin.com/in/marykaylofurno Email: [email protected] Phone: 781-751-8672