WebForward Conference 2011 - Julian Perterson, Time Out Sydney

2nd June 2011Sydney Convention & Exhibition Centre

WebForward Conference 2011

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Utilising Mobile marketing – should you write an app?

Julian PetersonOnline Director

Time Out – au.timeout.com

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Introduction

• Clearing out – I found a 2007 marketing plan – no mobile and no social

• Beyond the hype – mobile is everywhere – overtaking PC sales and usage

• Think past the fads – devices will come and go• How does mobile suit you and your aims?• Mobile (like social) is part of an overall strategy

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Who is here?

• Publishing• Government• Advertising or marketing agency• Small company• Large company• Other

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Who has an app or mobile site?

• An iPhone app• Another app• A mobile site• None of the above

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Time Out Sydney & Melbourne

Arts, entertainment, nightlife and food. Magazine, website and weekly newsletter.

Now 3 years old in Sydney and recently launched webites in Melbourne, Adelaide, Brisbane and Perth.

"Lucky publisher" - our content works just as well (or better) in digital. Our readers and our advertisers are moving online with us.

Mobile is going to grow for us - restaurant & bar reviews plus happening events. But we DON'T want to deploy a disappointing product.

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Time Out Sydney & Melbourne

Rather than sell banners into the app, we partnered with Smirnoff who sponsored the whole app.

We review bars and events - they are sold in bars and sponsor events - a perfect match.

We adapted the Time Out London app for use in Sydney and Melbourne -London's also sponsored by Smirnoff and downloaded over 350,000 times.

TigerSpike who wrote all of the apps are based in Sydney.

We released Sydney in October and Melbourne in November.

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Time Out Sydney & Melbourne

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Time Out Sydney & Melbourne

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Good- Sponsorship guaranteed a ROI and no financial risk.- Our 12 month KPIs were smashed in 3 months- At launch our Melbourne app was producing more pages than the site- Sophisticated app was deployed for $0

Challenges- Resources – internal and $ - like anything digital there is an ongoing obligation to resource- Update is required and these days, expected – even if free- Reaction to the advertising- Comments in the app store about the app - even though its better than the Sydney site! No reply. Many rival developers.

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The Guardian – website (& iPad)

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The Guardian – app and m. site

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Thanks and keep in touch

• Julian PetersonOnline Director – Time Outjulian@au.timeout.com