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Social, Mobile, Geolocal Marketing

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    Social, Mobile, Geolocal Marketing Social, Mobile, Geolocal Marketing Presentation Transcript

    • social, mobile, geolocalmarketing to next gen connected consumersa presentation by Sidneyeve Matrix
    • teaching social & mobileteaching social & mobileinsights about GenY media usein higher ed, affords insights about GenY media use
    • image by Ed YourdonGenY hasdigital proclivitiessocial & mobile by defaultand above all, web first
    • ensure yourlanding pageis socializedand if you value it, make surethe user-generated content isprominently displayed
    • crowdsourcing & curating contentuse FB as platform for discovery not just distribution FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent
    • launch a smartphone optimized site withmobile ready content
    • mobile exclusive contentmSite could deliver a unique user experience,rather than simply mirroring your main website.
    • create somemorselized contentagile & available on-demand such as videos
    • image: withgalenand youll enable usersinfosnackingon your contentin moments of microboredom image: christopher frier brown
    • consider creating someinfographicsbut unlike these, make them mobile optimized
    • mini books, premium paid content andno great time commitment required well suited for time-starved Gen Y
    • free mobile add-ons via shortcode promos digital natives are growing up getting cool digital stuff for free
    • calibratingexpectationsa cache of mobile &social free stuffdesigned for tweens
    • Gen Y appreciates exclusivity & wicked creative
    • exclusivity& awesomeness
    • digital natives find comfort inambientmessages per waking hour ambient connectivity connectivitystatversations: 6 per waking hour 6 messages image: Michael Dawes
    • in the classroom, or at your event, leverage their backchannel savvy livetweeting #hashtagged events FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent
    • GenY excels atso-lomultimedia microsharing microsharing realtime updates lifecastinglocation-specific, real-time, detailed, multimedia lifecast
    • t.so brands are UGMinviting
    • millennials are intrigued bycontent with an edgemeasured against the metric of interestingness image: Gabriela Camerotti psst! interestingness = truthiness + weirdness
    • for example:brand community appautostatus update generator, with badges “John is having a Bloody Mary in London.”
    • for example:SMS campaign e 84% click thru rate mad r were othe We ach to microsite for e t 22443 tex message pasted on mirrors in mens washrooms in Toronto and elsewhere
    • for example: 22% fans accessed mVideo mobilizing sports fandom mobilizing sports fandom 22% accessed mVideo via QRcode
    • GenY isengaged inconfiguring theirsocial goodfootprint image: jam343
    • especially via mobile and social initiatives that support social proximity the sense of belonging to something bigger
    • for example:causemarketing#beatcancer
    • millennial perspectivesmillennialasked for their opinionsGenY likes being perspectivesGen Y likes being asked for their opinions image: Dean Terry
    • invite engagement. make the ask
    • once youve asked...linking to product info is inbound,permission-based, & relevant
    • not sure what to ask millennials?outsource the questions ...to a millennial.
    • leverage digital & mobile literacy+ add value to time spent social networking & smartphoning image: amanky
    • 1click engagement invite and value modes of microparticipationimage: rbbaird 1-click polls, likes, ratings, diggs, retweets, shares
    • Looking ahead: whats next?image: Never Cool in School/ Leslie Kalohi
    • geosocialitymetrics of georelevance image: Rodrigo Cayo (DREAM)
    • geosocialitycheckins for charity
    • geosocialitygeosocialmCommerce
    • digital serendipity geosocialitychemistry in proximity--mobile dating
    • digital conciergespersonalized & push notifications image: Brett Patterson
    • Apple out in front... concierges
    • millennial travelers conciergesconnected & curious, seek customized experiences
    • conciergesluxury lifestyle utilitydestination recommendations
    • conciergespersonalizationmHealth & fitness appcustomized coaching
    • conciergespersonal shopping appcustomized utility
    • in conclusionadding value for connected Gen Y consumers: mobile-ready transparent technology social-by-default interface exclusive & customized experience image: Laughing Squid
    • This
research
was
sponsored
by
Marketing
Magazine
 and
presented
at
their
Urban
Demo
conference
that
 took
place
in
Toronto
in
November
2010.aboutthe authorSidneyeve Matrix, PhD.Queens University. @sidneyeveSidneyeveMatrix.comThank
you
to
David
J.
Brown,
Tom
Gierasimczuk,
and
Kellie
Smith
at
Marketing
Magazine,
and
to
Julie
Stewart
Binks
for
research
assistance.Contents
of
this
presentation
including
images
have
Creative
Commons
Attribution‐Noncommercial‐Share
Alike
3.0
Licenses.