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Social, Mobile, Geolocal Marketing

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  • 1. social, mobile, geolocal marketing to next gen connected consumers a presentation by Sidneyeve Matrix
  • 2. teaching social & mobile insights about GenY media useteaching social & mobile in higher ed, affords insights about GenY media use
  • 3. digital proclivities social & mobile by default and above all, web first GenY has image by EdYourdon
  • 4. landing page is socialized and if you value it, make sure the user-generated content is prominently displayed ensure your
  • 5. crowdsourcing & curating content use FB as platform for discovery not just distribution FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent
  • 6. mobile ready content launch a smartphone optimized site with
  • 7. mobile exclusive contentmSite could deliver a unique user experience, rather than simply mirroring your main website.
  • 8. morselized content agile & available on-demand create some such as videos
  • 9. infosnacking on your content in moments of microboredom image: withgalen and you'll enable users' image: christopher frier brown
  • 10. infographics but unlike these, make them mobile optimized consider creating some
  • 11. no great time commitment required mini books, premium paid content and well suited for time-starved Gen Y
  • 12. free mobile add-ons via shortcode promos digital natives are growing up getting cool digital stuff for free
  • 13. a cache of mobile & social free stuff designed for 'tweens calibrating expectations
  • 14. exclusivity & wicked creative Gen Y appreciates
  • 15. exclusivity & awesomeness
  • 16. image: Michael Dawes ambient connectivity 6 messages per waking hour ambient connectivitystatversations: 6 messages per waking hour digital natives find comfort in
  • 17. backchannel savvy livetweeting #hashtagged events in the classroom, or at your event, leverage their FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent
  • 18. multimedia microsharing lifecasting realtime updates so-lo microsharing location-specific, real-time, detailed, multimedia lifecast GenY excels at
  • 19. t. UGM so brands are inviting
  • 20. content with an edge measured against the metric of interestingness image: Gabriela Camerotti psst! interestingness = truthiness + weirdness millennials are intrigued by
  • 21. “John is having a Bloody Mary in London.” brand community app autostatus update generator, with badges for example:
  • 22. SMS campaign click thru rate to microsite 84% We were made for each other text 22443 for example: message pasted on mirrors in men's washrooms in Toronto and elsewhere
  • 23. 22% fans accessed mVideo mobilizing sports fandom mobilizing sports fandom accessed mVideo via QRcode22% for example:
  • 24. social good footprint image: jam343 GenY is engaged in configuring their
  • 25. social proximity especially via mobile and social initiatives that support the sense of belonging to something bigger
  • 26. cause marketing #beatcancer for example:
  • 27. millennial perspectives Gen Y likes being asked for their opinions millennial perspectives GenY likes being asked for their opinions image: Dean Terry
  • 28. invite engagement. make the ask
  • 29. once you've asked... linking to product info is inbound, permission-based, & relevant
  • 30. outsource the questions ...to a millennial. not sure what to ask millennials?
  • 31. image: amanky leverage digital & mobile literacy + add value to time spent social networking & smartphoning
  • 32. 1click engagement invite and value modes of microparticipation 1-click polls, likes, ratings, diggs, retweets, shares image: rbbaird
  • 33. Looking ahead: what's next? image: Never Cool in School/ Leslie Kalohi
  • 34. image: Rodrigo Cayo (DREAM) geosociality metrics of georelevance
  • 35. checkins for charity geosociality
  • 36. geosocial mCommerce geosociality
  • 37. digital serendipity chemistry in proximity--mobile dating geosociality
  • 38. image: Brett Patterson digital concierges personalized & push notifications
  • 39. Apple out in front... concierges
  • 40. millennial travelers connected & curious, seek customized experiences concierges
  • 41. luxury lifestyle utility destination recommendations concierges
  • 42. personalization mHealth & fitness app customized coaching concierges
  • 43. personal shopping app customized utility concierges
  • 44. image: Laughing Squid in conclusion adding value for connected Gen Y consumers: mobile-ready transparent technology social-by-default interface exclusive & customized experience
  • 45. about theauthor Sidneyeve Matrix, PhD. Queen's University. SidneyeveMatrix.com Thank
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. This
research
was
sponsored
by
Marketing
Magazine
 and
presented
at
their
Urban
Demo
conference
that
 took
place
in
Toronto
in
November
2010. @sidneyeve