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Mobile, Social, Location: CIM Essex, Social Media Marketing Boot Camp, 12th May 2011
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neilperkin.typepad.com
@neilperkin
10.30-10.45 Introduction
10.45-11.45 The Power of Blogging (How to supercharge Facebook & LinkedIn)
Graham Jones, Internet Psychologist
11.45-12.45 Maximising Your Sales And Building Your Reputation Through Social Media
Jeremy Spiller, MD, White Hat Media
12.45-13.45 Networking Lunch
13.45-14.45 Social Media Optimistion
Mark Cook, Search Marketing Director, Further
14.45-15.45 Mobile, Social & Location Based Marketing
Me
15.45-16.00 Closing remarks
What We’ll Cover Today
Why Is Social Media Important?
radio
mags
newspapers
online ads
outdoor
television
„advertising‟
social
media
natural
search
campaigns
affiliates
corporate
website
community
product
site(s)
campaign
site(s)video sharing
social networks
blogs
forums
personal pages
PAID MEDIA
EARNED MEDIA
OWNED MEDIAAll media directly owned by the brand. These
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
Typical corporate media spend
Drives people to Owned Media
First-person commentary and
content about the brand posted
and shared across a variety of
venues
“Social Media” outlets also
support both Bought Media
(e.g., ad banners, sem/ppc,
etc.) and Owned Media (e.g.,
widgets, apps, etc.)
The New Content Ecosystem
Digital spans the content ecosystem
It’s Where Your Customers Are
It’s Where Your Customers Are
Facebook + You Tube = largest share gain of global online usage in recent years
It’s Where Your Customers Are
Source: UKOM December 2010
¼ of time spent on social media
It’s Where Your Customers Are
Word of mouth from friends & family is consistently one of the most powerful forms of influence
It’s Where Your Competitors Are
Twitter is the most popular website used by UK organisationsas part of their social media marketing activity.
[Source: Econsultancy/bigmouthmedia Social Media and Online PR Report 2010, September 2010]
Social media display up dramatically year on year
c. 200%
It’s Where Your Competitors Are
It’s Where Your Competitors Are
73% of organisations increased their spend on social media marketing in 2010.
[Source: Econsultancy/bigmouthmedia Social Media and Online PR Report 2010, September 2010]
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a conversation
Adapting the message/ beta
Focused on the consumer / Adding value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS MEDIA SOCIAL MEDIA
Social Media – A Different Rulebook
• There are more than 200 million active users currently accessing Facebook through their mobile devices.
• These are twice as active on Facebook than non-mobile users.
• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebookmobile products
Mobile and social
Social + Search = increasing synergy
Consumer writes review/postWeight of
comments and linksGoogle ranks on page 1
Reach: 1% Reach: 5% Reach: 70%
Google has now introduced ‘Social Search’. And the ‘+1’ button
Brand Reputation is a lot more transparent
Consumers have a much more active role in the public
perception of your brand
Content (& Conversation About Content) Spread More Quickly Than Ever
Realtime
Content (& Conversation About Content) Spread More Quickly Than Ever
Realtime
Realtime
• News and content can spread in a very short space of time• The Royal Wedding saw 687,000 status updates over 4 hours, about 47 per second
10.30-10.45 Introduction
10.45-11.45 The Power of Blogging (How to supercharge Facebook & LinkedIn)
Graham Jones, Internet Psychologist
11.45-12.45 Maximising Your Sales And Building Your Reputation Through Social Media
Jeremy Spiller, MD, White Hat Media
12.45-13.45 Networking Lunch
13.45-14.45 Social Media Optimistion
Mark Cook, Search Marketing Director, Further
14.45-15.45 Mobile, Social & Location Based Marketing
Me
15.45-16.00 Closing remarks
What We’ll Cover Today
MOBILE, SOCIAL,
LOCATION
http://www.flickr.com/photos/33645693@N08/4183229960/
• Why Is Mobile Important?
• Location Based Services – What They Are, Commercial Opps
• Mobile and utility, mobile and gaming
• The Future – Augmented Reality, Multi-screening, Realtime
Why is mobile important?
“As I think about Google's strategic initiatives in 2011, I realize they're all about mobile.” Eric Schmidt
Exercise:
Everyone stand up
Take your mobile phone out of your pocket/bag
Hand it to the person on your right
How does that make you feel?
• Mobile devices are highly personal – they serve as part of our identity
• We are perpetually connected, constant companion
• Ever more important tool for information, entertainment, music, photos
• Mobile is ubiquitous – there are more mobile phones in the UK than there are people
• 38% of under 25s say mobile is more important than wallet
Why is mobile important?
Morgan Stanley Internet Trends Report 2010
“The Mobile web is growing 8x faster than the desktop web at its same moment in time” Eric Schmidt
Currently 90% of mobile traffic is voice. By 2015 that will be 15%
Why is mobile important?
Rapid Adoption
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
The Growth of the App Economy
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
Growth in Android Platform
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
Growth in Android Platform
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
7.9m UK mobile users accessed social networks from their phones at least daily, while 14.7m people did so at least once during March 2011.
Mobile and Social
Mobile and Social
Social platforms are increasingly interconnected
Sharing is increasingly seamless
Smartphones Are Transformational
Average time spent on mobilec60% is new activity
Smartphones Are Transformational
Mobile Video Traffic
Although still a small percentage of the TV subscription market (1%), mobile TV is forecast to grow by 17% CAGR through 2014 (PWC)
43%37% 35%
27%
75%
58%62%
53%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Research Purchase direct to bill
Experience enhancers
Purchase via card/bank
details
All users
Smartphone users
Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Research Purchase direct to bill
Experience enhancers
Purchase via card/bank
details
All users
Smartphone users Smartphone
users are
63% more likely to
engage in M-
Commerce
Mobile and commerce
Convenience wins
47%
42%
33%
32%
29%
26%
25%
11%
11%
7%
out and about
the easiest way of doing it
it provides me with useful info*
spontaneous / impulsive decision
means I don't have to carry so much stuff*
no other online access
experimentation
it's the only way of doing it
knows where you are - more relevant info*
felt like the most secure way
average across all four commerce areas (where the same question was asked)
Why did you use your mobile for researching/buying?
Source: IAB Consumer M-Commerce Study October 2010Base: All respondents who are involved in each area of M Commerce* Indicates this options was only asked of one area of M-Commerce
“Eric Schmidt, Google’s chief executive, showed off the company’s next Android-powered phone, which will contain a chip that will allow people to
make payments via their handsets.”
And soon it will be even more convenient…
http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/1048579/o2-orange-clear-location-based-ads/
O2 and Orange both intend for their Near Field Communication (NFC)-enabled handsets to become 'cashless wallets’. As well as location data, brands will be able to target consumers based on their
demographic and other information held by the operators.
Near Field Communication
NFC technology enables a secure connection between the phone and another NFC enabled device – make purchases, get more information in-store
Location, Location, Location
Foursquare
• Location-based mobile platform • Users “check in” via a smartphone app or SMS, users share their location with friends while collecting points and virtual badges. • Guides real-world experiences by allowing users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venues
• Users: Over 8 million worldwide, adding around 35,000 new users each day
• Check-ins per day: Over 2.5 million, with over half a billion check-ins in the last year
• Businesses: Over 250,000 using the Merchant Platform
Foursquare
Checking In
Checking In
Badges
Friends Activity
Leaderboards
Tips
Foursquare Merchant Platform
• For venue owners, big and small
• Attract new customers or reward your most loyal ones by offering foursquare Specials – mobile coupons, prizes or discounts
Attracting New Customers
Friends special Swarm special Flash special
Attracting New Customers
Newbie special Check-In special
Encouraging Loyalty
Mayor special Loyalty special
How Users Find Specials
When users are looking at the nearby “Places” tab, venues that have active Specials are highlighted.
From the Places tab, users can click through to the list
of Specials Nearby
When a user checks in to your business, they’ll see that you
are offering a Special.
Promoting Specials
Venue Stats Dashboard
• Total daily check-ins over time
• Your most recent visitors
• Your most frequent visitors
• Gender breakdown of your customers
• What time of day people check in
• Portion of your venue’s foursquare check-ins that are broadcast to Twitter and Facebook
Foursquare Pages
• Your custom homepage on foursquare
• Your fans can “follow” your Page
• It allows them to see Tips you’ve left around different places.
• Can be customized to include brand imagery, links to other websites, and located at a custom URL (“www.foursquare.com/yourbrand”).
• Currently a manual request
Partner Badges
• Allow brands to offer badges directly to their followers on foursquare
• Currently in pilot
• Needs to be an earned reward, encouraging loyalty etc
HISTORY is made every day and everywhere. Check in on foursquare and unlock history in your city. Impress your friends by collecting our historical tips, some of which you'll find in
the most unlikely of places. The more you uncover, the closer you get to unlocking the HISTORY ♥ London badge
http://foursquare.com/historychannel
The History Channel on Foursquare
Facebook Places
• Check-ins create a story in your friends' News Feeds and show up in the Recent Activity section on the page for that place.
• When you check in, you can also tag friends who are with you, just as you can tag a friend in a status update or photo.
• You can post an update along with your check-in to tell people more about what you are doing
• In the "People Here Now" section, you can see others who are checked in with you at that place.
Facebook Deals
Facebook Deals
Similar to Foursquare promotions
But Facebook already has the network – 200m+
Reward / privacy trade off
• Offers access to exclusive digital content but only when users can prove their whereabouts via a location-based service like FacebookPlaces or Foursquare
• As soon as they check in at a McCafé, they will be given the option to download their gift - be it an animation,offer, short film or piece of music.
http://www.contagiousmagazine.com/2010/12/mcdonalds_12.php
McCafe Advent Calendar
Google Latitude
• Built out of Google maps
• See where your friends are
• Check-in
• Control you privacy settings
Mobile and utility
Nike Training Club
• Train like an athlete - access to training videos and a personalized training programme
• Visit NikeWomen.com, create a mini avatar, customize a workout and invite friends for some competition
BA Mobile Boarding Card
Each Kindle Single presents a compelling idea--well researched, well argued, and well illustrated--expressed at its natural length
New format for non-fiction works between 10,000 and 30,000 words, that authors can self-publish and sell for $1-$5
Mobile and utility
• Amazon price comparison app
• Allows users to quickly compare in-store prices with the prices of by snapping a photo, scanning a barcode, or speaking or typing in the name of a product.
• If said product is cheaper, users can then purchase the item for delivery in a single click.
Mobile and utility
Mobile and utility
Scan barcodes on all the stuff you love, see
comments/reviews people have left, share your own, get
promotions and offers, win stuff
A QR code (Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones
Tourism Canada / Metro use of QR codes
Use a QR code for a URL, text, phone number or SMS:
http://qrcode.kaywa.com/
Mobile and utility
Visual Search - Google Goggles
Mobile and gaming
• Downloaded more than 30 million times across different mobile platforms, with 12 million of those being paid downloads
• Earnings of over $1 million per month with the ad-supported version
• 80% retention rate
Gaming with Branded Apps – Barclaycard Waterslide
The FutureAugmented Reality, Multi-screening, Realtime
http://blogs.forrester.com/thomas_husson/10-12-20-mobile_augmented_reality_beyond_the_hype_a_glimpse_into_the_mobile_future
Over-hyped in the short-term, disruptive in the longtermOverlaying the real world with virtual information – utility and gaming will make the difference
Augmented Reality
Layar Augmented Reality App
• An augmented reality browser that shows you the things you can’t see• Information laid over live onto your camera’s view• Syncs with location and social apps
Mobile Augmented Reality Apps
iButterfly Augmented Reality Location Based Couponing
The app tasks its users with catching virtual butterflies , each representing one or more coupons. You can even share "butterflies" with your friends via Bluetooth.
Commercial Applications of Augmented Reality
Branded Content On App Services
• Instagram has quickly become popular in Brazil
• Levi's Brazil created its own profile: levisbrasil
• Used to display products that will be released in the forthcoming collection, as well as images that represent the brand's personality.
• Connecting in a non-intrusive, visual way
http://streetartview.com/
Red Bull StreetArtView
“a collaborative collection of sites from Google StreetView showcasing streetart from all over the globe”
Multi-Sceening
86% of mobile phone owners use the internet on their handset while watching TV
* source: Yahoo/Nielsen 2010
• Offline media a key driver of online conversation
• The ‘watercooler’ is moving to realtime social channels
• TV producers capitalising through integrations of Twitter on TV including hashtags on-air, handles on-air, live-tweeting and curated Tweets.
Social Media Backchannels
Eight out of 10 respondents to the poll said they used Twitter, Facebook or other mobile applications to actively comment on shows and chat with their friends as they
watch.Digital Clarity survey of 1,300 British mobile internet users below the age of 25
Social Media Backchannels
Social TV Apps - Peel
Peel turns your phone into a remote and provides a free guide that learns TV shows you like and suggests top picks to watch on TV
• A social network for entertainment
• Check-in and rate things, see what’s good, what your friends are into, get rewards
• More than 900,000 users and 12M new unique ratings and check-ins for TV shows, movies, music and books every month
• A TV spot supported with a phone app, turning a regular TV ad into an interactive viewing experience
• Viewers can interact with the TV spot on their handset, catching the animated characters as they appear on screen
• This works through sound-syncing technology, which uses audio recognition to sync the app on the viewer's handset with the advert's soundtrack, allowing a user to interact with what's happening in the ad in real time.
• The free app lets viewers collect up to seven characters from the ad, who can hop from TV to computer screen and even another iPhone before jumping onto their own handset.
• Each of the characters is interactive and you can play using some of the phone's functionality; a toy space monkey can be made to dance by singing into the phone, and a playful puppy chases its tail when you tickle it on screen.
Honda – This Unpredictable Life
Honda – This Unpredictable Life
Honda – This Unpredictable Life
Branded realtime apps - an iPhone app designed to let fans interact in real time with the action in the UEFA Champion's League
A game that syncs automatically with the TV, and allows you to predict what will happen in the game
Branded Realtime Apps
Heineken Star Player
http://www.flickr.com/photos/alphadslr/
neilperkin.typepad.com
@neilperkin