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  • 1 st Mass media Print: 1500, buy to own, advertising, subscription. Books, pamphlets, newspapers, music scores, magazines. Very mobile
  • 2 nd mass media: Recordings. 1900. Sound. Vinyl, tape, CD, DVD, music, software, games, movies. Very mobile.
  • 3 rd Mass media: Cinema: 1910. Multimedia, pay per view. Evolved from silent, b/w sound, color, cinemascope, newsreels, movies. Less portable.
  • 4 th Mass Media: Radio. 1920. Streaming, license. First of the broadcast mass media. Evolved AM, FM, stero, digital, news, music, sports, talk. Very mobile.
  • 5 th mass media: TV. 1950. Evolved B/w, color, cable, satellite, digital. Second of the broadcast mass media. News, drama, soaps, reality. Becoming mobile.
  • 6 th Mass Media: Internet. 1995. Interactive and search. Narrowband, broadband. First of the digital media. Email, search, browsing, downloading. Didn’t start off so much mobile.
  • 7 th Mass Media: Mobile. 2000. Personal, always on. 2G, SMS, WAP, 3G. Second of the digital media. Martin Cooper, ArrayComm Inc.'s chairman, CEO and co-founder, placed that call on April 3, 1973, while general manager of Motorola's Communications Systems Division. It was the incarnation of his vision for personal wireless communications, distinct from cellular car phones. That first call, placed to Cooper's rival at AT&T's Bell Labs from the streets of New York City, caused a fundamental technology and communications market shift toward the person and away from the place. "People want to talk to other people -- not a house, or an office, or a car. Given a choice, people will demand the freedom to communicate wherever they are, unfettered by the infamous copper wire.”
  • All the prior formats too on mobile.
  • Why not pull together all of the social media related to your brand within your corporate mobile web app? Imagine a mobile hub where consumers become fans and engage with candid photos (think Flickr), videos (YouTube, of course), streams of comments (that would be Twitter) and fresh information (your blog).
  • Keyboards, interfaces, browsers, carriers, menus, etc. Deal with Small displays Tiny keyboards Multitasking users
  • For marketers, not just one mobile; All the prior formats, plus these.
  • There are some other interesting design considerations for developers and marketers
  • The internet is already an adolescent "rebellious" teenager. Mobile is just maturing from a child to a young teenager. Each mass media has its own content types, its own creative artists and technicians, and its own business model.

Transcript

  • 1. Integrating Mobile and Social Media Doug Bellenger, VP of Products, Movitas
  • 2.  
  • 3.  
  • 4. 1 PRINT
  • 5. 2 RECORDINGS
  • 6. 3 CINEMA
  • 7. 4 RADIO
  • 8. 5 th Mass Media 5 TV
  • 9. 6 INTERNET
  • 10. 7 MOBILE
  • 11. Plus a 500 year library
  • 12. Mobile timeline 1903 Patent for wireless phone 1973 First mobile call (NYC) 1982 First portable phone sold (Nokia) 1991 GSM network established (Finland) First text sent 1999 Blackberry!! 2000 Bluetooth enabled products debut 2001 3G launched (Japan) 2002 First camera phone integration (Samsung) inception
  • 13. Mobile timeline
  • 14. Mobile timeline 2007 iPhone launched ~~ 3 billion mobile users ~~ First TV-enabled phones 2008 1 billion access Internet 2009 600 million access web via mobile device ~~ Google enters mobile space 2010 4G launched (Sprint) progression ~~ Four TV networks announce mobile TV deal
  • 15. Four good reasons for mobile growth
    • People untethering from their computers
    • Advances in smartphone technology
    • Cost and service accessibility
    • Broadband access continues to grow
  • 16. Untethered computing
    • Mobile, social and web browsing are converging
    • Portability of technology and consumption
  • 17. Smartphone technologies
    • Building on the iPhone revolution
    • Spurring new publishing and content distribution models
    • Will be 50% of U.S. market and triple worldwide by 2012
  • 18. Cost and service accessibility
    • Mobile plans now at low price thresholds
    • Mobile browsing experiences are improving as are abandonment rates
    • GPS, camera and music are fusing
    • App stores, bundling and service support have changed everyday utility
  • 19. Broadband and mobile browsing continue to expand
    • Worldwide broadband coverage up 30% per year since 2000
    • Mobile browsing up 67% in 2009 and will grow 30% per year
    Source: eMarketer, January 2009 and June 2009 22.0% 26.3% 30.6% 35.6% 40.2% 43.5% Millions and % of mobile phone subscribers “ There are a lot of mobile consumers now who use their mobile device as their primary place to access information and news. You can reach customers you can’t otherwise reach.”
  • 20.  
  • 21.  
  • 22.  
  • 23. So, some keys to mobile
  • 24. General Mobile Design Considerations
    • Most Phones Don’t Support JavaScript!!
    • Handheld CSS and Display:None do NOT make your PC site mobile
    • Integrating Flash Objects/Widgets is not supported on most phones
    • Integrating with Apps is different then adding content to a Mobile Website
    • When pulling feeds make sure don’t include tables as these won’t translate well to other devices (ex. YouTube and Amazon)
    • Most social networks are moving towards oAuth for verification, so you’ll need to ensure that there is a mobile versions of the authorization screen
  • 25.  
  • 26. Not just one mobile
  • 27.
    • Personal
    • Permanently carried
    • Always-on
  • 28.  
  • 29.  
  • 30.  
  • 31.
    • Usage:
    • Customer Engagement
    • Customer Service
    • Connect Customer Reviews
    • Tracking Competitors
    • Contests and Promotions
  • 32.
    • Things to Consider When Integrating:
    • Importing content from Fan Pages via RSS
    • Integrating User Content
      • Requires Facebook Connect
    • Posting RSS feeds from blogs into Facebook
    • Keep up to date with the Graph API
  • 33.
    • Twitter has 105,779,710 registered users
    • 75% of Twitter traffic comes from third-party applications
    • 60% of all tweets come from third-party apps
    • Since the new Blackberry application was launched, it has accounted for 7 to 8% of new sign
    • 37% of active Twitter users use their phone to tweet
    Source: http ://www.readwriteweb.com/archives/just_the_facts_statistics_from_twitter_chirp.php
  • 34.
    • Usage:
    • Customer Engagement
    • Customer Service
    • Connect Customer Reviews
    • Tracking Competitors
    • Contests and Promotions
  • 35.
    • Things to Consider When Integrating:
    • Ways to Access Content:
      • Direct from API
      • RSS/Atom based Feed
      • Search Query Results
      • Hash Tags
    • Listen for Your Name or Keywords via Streaming API
    • Add location whenever possible
    • User Posting or Opt-in from Your Site now requires oAuth unless you take them direct to Twitter for your call to action
  • 36.  
  • 37. “ In the last six months, we've seen uploads from mobile phones to YouTube jump 1700%; just since last Friday, when the iPhone 3GS came out, uploads increased by 400% a day.” - http:// youtube-global.blogspot.com “ Video is the single most influential factor driving the need for increased network capacity; YouTube captures 10% of global mobile bandwidth” - http://www.allot.com/mobiletrends.html
  • 38.
    • Usage:
    • Customer Engagement
    • User Reviews
    • Contests and Promotions
  • 39.
    • Things to Consider When Integrating for Mobile:
    • The embedded object links on YouTube only works on advanced Phones (iPhone, Android, Pre)
    • YouTube automatically takes you to mobile site on mobile phone, so PC link is ok
    • YouTube’s API provides access to various mobile supported formats
    • Mobile encoding for Blackberry and Flip Phones can take 24 hours to convert for mobile viewing
  • 40.  
  • 41. “ It’s rapidly becoming the norm for our members to use a camera phone to share their immediate world with others, and a mobile browser to keep track of friends and family.” - http://blog.flickr.net 2009
  • 42.
    • Ways to Upload from Mobile to Flickr
    • Mobile Applications for iPhone, Blackberry, Nokia and more
    • Via Third Party apps like Pixel Pipe
    • By emailing photos in to a private Flickr address
  • 43.
    • Things to Consider when Integrating:
    • Adding Pictures to Your Site
      • Bringing in via a feed
      • Connecting to API
      • Users versus Sets versus Groups
    • Photo Gallery Considerations
      • No Javascript
    • Include Geo-Tagging
    • Allowing Users to Post from Your App to Flickr
  • 44. “ Despite that short amount of time, Foursquare has more than half a million users, 1.4 million venues and 15.5 million checkins, and it’s still growing. Experian Hitwise decided to use this milestone to analyze Foursquare’s growth.” - http:// mashable.com
  • 45.  
  • 46.  
  • 47. Additional Integration Ideas
  • 48. Context over Content Ensure Usability on All Devices Enable and Foster Engagement Be Prepared for Location Ride the Media Wave A Few Closing Thoughts…
  • 49. Thank you (from the coming mobile revolution) Doug Bellenger Twitter @dougbellenger www.movitas.com