Mobile Communication Strategy: Facebook Wins Again?
What Facebook's mobile communication strategy means to you.
Earlier this week, I read Kevin Fitchard's article, "Facebook just revealed its Kryptonite: mobile". Facebook certainly faces challenges in the social space but is mobile their Kryptonite or another strategic advantage they are using to gain a competitive advantage?
As background, Facebook's revenues are derived solely from advertising to members who access their account via a desktop view. So here is the big news, half of Facebook's 845 million users login via mobile. No mobile ads - no revenue.
Perhaps that missing mobile ad piece is part of Zuckerberg's strategy to be able to increase future revenues?
Facebook's mobile strategy is a conservative approach but it fits their strategic plan. Add users faster than the competition to gain critical mass globally. So Facebook will soon have 500 million users going mobile and that is a good problem. Turn on a conservative mobile ad banner to the largest mobile audience ever assembled - Facebook wins again.
What can businesses learn from Facebook's mobile strategy. First, have a phased mobile strategy in place, keep it conservative and give users what they want - access to content they can act on. Second and most important, don't try and push your desktop site onto a phone with HTML5 and call it good. Facebook's 845 million users access the site from a mobile specific design for the phone - user first. Half of the computer sales today are for mobile devices.
Can you have an effective communication strategy without mobile applications?
No. If your communication strategy with your customers, clients, or patient's doesn't include a mobile friendly website, mobile application, or even a simple text messaging communication system, then you are possibly creating your own barriers to communication.
What's worse, by not making your business mobile friendly, you risk the customer experience or patient satisfaction that will create future revenue growth.
What should be in a communication strategy?
What works best for your customer communication strategy will depend on a number of things. Here are a few you should consider.
- Brand - Extend your brand to mobile (logo, colors, font)
- One Touch Navigation - Contact & Locations
- Access - Mobile login to account information
No need to reinvent the wheel.
What many business' don't realize is that they already have what they need to execute an effective communication strategy that includes mobile. Ask us how.
Photo credit: frealfitness.com