Mobile, Social, Location: CIM Essex, Social Media Marketing Boot Camp, 12th May 2011

2. neilperkin.typepad.com
@neilperkin

3. What We’ll Cover Today
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

4. Why Is Social Media Important?

5. The New Content Ecosystem
EARNED MEDIA
radio First-person commentary and
mags content about the brand posted
newspapers
product and shared across a variety of
venues
„advertising‟ site(s)
corporate “Social Media” outlets also
online ads support both Bought Media
outdoor
website
(e.g., ad banners, sem/ppc,
television etc.) and Owned Media (e.g.,
widgets, apps, etc.)
natural
OWNED MEDIA search
All media directly owned by the brand. These campaigns
destinations provide a platform to drive
marketing messages and tools to create
Earned Media
affiliates
campaign video sharing
site(s) social networks
PAID MEDIA blogs
Typical corporate media spend community social
Drives people to Owned Media
media
email
forums
personal pages
Digital spans the content ecosystem

6. It’s Where Your Customers Are

7. It’s Where Your Customers Are

8. It’s Where Your Customers Are
Facebook + You Tube = largest share gain of global online usage in recent years

9. It’s Where Your Customers Are
¼ of time spent on social media
Source: UKOM December 2010

10. Word of mouth from friends & family is consistently one of
the most powerful forms of influence

11. It’s Where Your Competitors Are
Twitter is the most popular website used by UK organisations
as part of their social media marketing activity.
[Source: Econsultancy/bigmouthmedia Social Media and Online PR Report 2010, September 2010]

12. It’s Where Your Competitors Are
Social media display up
dramatically year on year
c. 200%

13. 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]

14. Social Media – A Different Rulebook
COMMUNICATIONS MEDIA SOCIAL MEDIA
Space defined by Media Owner Space defined by Consumer
Brand in control Consumer in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the consumer / Adding value
Entertaining Influencing, involving
Company created content User created content / Co-creation

15. Mobile and
social
• 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 Facebook
mobile products

16. Social + Search = increasing synergy
Weight of Google ranks on page 1
Consumer writes review/post comments and links
Reach: 1% Reach: 5% Reach: 70%
Google has now introduced ‘Social Search’. And the ‘+1’ button

17. Brand Reputation is a lot more transparent
Consumers have a much
more active role in the public
perception of your brand

18. Realtime
Content (& Conversation About Content) Spread More Quickly Than Ever

19. Realtime
Content (& Conversation About Content) Spread More Quickly Than Ever

20. 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

21. What We’ll Cover Today
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

22. MOBILE,
SOCIAL,
LOCATION
http://www.flickr.com/photos/33645693@N08/4183229960/

23. • 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

24. Why is mobile important?
“As I think about Google's strategic initiatives in 2011, I realize they're all about mobile.”
Eric Schmidt

25. 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?

26. Why is mobile important?
• 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

27. Why is mobile important?
“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%
Morgan Stanley Internet Trends Report 2010

28. Rapid Adoption
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-

29. The Growth of the App Economy
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-

30. Growth in Android Platform
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-

31. Growth in Android Platform
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-

32. Mobile and Social
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.

33. Mobile and Social
Social platforms are
increasingly interconnected
Sharing is increasingly
seamless

34. Smartphones Are Transformational
Average time spent on mobile
c60% is new activity

35. Smartphones Are Transformational

36. 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)

37. Mobile and commerce
All users
Smartphone users Smartphone
80% 75%
70%
users are
62%
58%
60%
50%
40%
43%
37% 35%
53%
63%
30% 27%
more likely to
20%
10%
engage in M-
0% Commerce
Research Purchase Experience Purchase via
direct to bill enhancers card/bank
details
Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039)

38. Convenience wins
Why did you use your mobile for researching/buying?
average across all four commerce areas (where the same question was asked)
out and about 47%
the easiest way of doing it 42%
it provides me with useful info* 33%
spontaneous / impulsive decision 32%
means I don't have to carry so much stuff* 29%
no other online access 26%
experimentation 25%
it's the only way of doing it 11%
knows where you are - more relevant info* 11%
felt like the most secure way 7%
Source: IAB Consumer M-Commerce Study October 2010
Base: All respondents who are involved in each area of M Commerce
* Indicates this options was only asked of one area of M-Commerce

39. And soon it will be even more convenient…
“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.”

40. Near Field Communication
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.
NFC technology enables a secure connection between the phone and another NFC
enabled device – make purchases, get more information in-store
http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/1048579/o2-orange-clear-location-based-ads/

41. Location, Location, Location

42. 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

43. Foursquare
• 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

44. Checking In

45. Checking In

46. Badges

47. Friends
Activity

48. Leaderboards

49. Tips

50. 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

51. Attracting New Customers
Friends special Swarm special Flash special

52. Attracting New Customers
Newbie special Check-In special

53. Encouraging Loyalty
Mayor special Loyalty special

54. How Users Find Specials
When users are looking at When a user checks in to your
From the Places tab, users
the nearby “Places” tab, business, they’ll see that you
can click through to the list
venues that have active are offering a Special.
of Specials Nearby
Specials are highlighted.

55. Promoting Specials

56. 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

57. 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

58. 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

59. The History Channel on Foursquare
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

60. Facebook Places

61. • 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.

62. Facebook Deals

63. Facebook Deals
Similar to Foursquare
promotions
But Facebook already has the
network – 200m+
Reward / privacy trade off

64. McCafe Advent Calendar
• Offers access to exclusive
digital content but only
when users can prove their
whereabouts via a location-
based service like Facebook
Places 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

65. Google Latitude
• Built out of Google maps
• See where your friends are
• Check-in
• Control you privacy settings

66. Mobile and utility
BA Mobile Boarding Card
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

67. Mobile and utility
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

68. 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.

69. Mobile and utility
A QR code (Quick Response) is a specific matrix barcode
(or two-dimensional code), readable by dedicated QR
barcode readers and camera phones
Scan barcodes on all the stuff
you love, see
comments/reviews people have
left, share your own, get
promotions and offers, win
stuff

70. Mobile and utility
Tourism Canada / Metro
use of QR codes
Use a QR code for a URL, text,
phone number or SMS:
http://qrcode.kaywa.com/

71. Visual Search - Google Goggles

72. 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

73. Gaming with Branded Apps – Barclaycard Waterslide

74. The Future
Augmented Reality, Multi-screening, Realtime

75. Augmented Reality
Over-hyped in the short-term, disruptive in the longterm
Overlaying the real world with virtual information – utility and gaming will make the difference
http://blogs.forrester.com/thomas_husson/10-12-20-mobile_augmented_reality_beyond_the_hype_a_glimpse_into_the_mobile_future

76. 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

77. Mobile Augmented Reality Apps

78. Commercial Applications of Augmented Reality
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.

79. 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

80. Red Bull StreetArtView
“a collaborative collection of sites from Google StreetView showcasing
streetart from all over the globe”
http://streetartview.com/

81. Multi-Sceening
86% of mobile phone owners use the internet on their
handset while watching TV
* source: Yahoo/Nielsen 2010

82. Social Media Backchannels
• 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.
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

83. Social Media Backchannels

84. 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

85. • 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

86. Honda – This Unpredictable Life
Honda – This Unpredictable Life
• 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.

87. Honda – This Unpredictable Life

88. Branded Realtime Apps
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

89. Heineken Star Player

90. neilperkin.typepad.com
@neilperkin
http://www.flickr.com/photos/alphadslr/