Good morning intro: Lucas Cobb VP, Integrated Planning MMGY Global.This morning I want to explore some emerging trends in the mobile social ecosystemAnd explore a concept that travel brands can leverage to gain a social marketing advantage while increasing relevance among their target market segments I call it GUERILLA MOCIAL MARKETING
Stick with me here. I know it’s early.There’s more word association coming up.Convergence occurs when two distinct elements come together to create a third. Each remains viable on it’s own, but together they become more.Convergent platforms emerge to viability when their value extends across established channels.
Let’s start with social and mobile.Simple defininitionsCommunity and motion
Converged they give us a new channel – MOCIALcommunitiy in motion
Mocial communities are formed around lifestyles, affinities, or interests. These are not broad content networks, but highly focused.
But more importantly, they are niche communities defined by the fact that content is primarily created and shared via mobile interactions
GuerrillaMocial marketing is The approach creating context and relevance for your brand within these networks.
To define your opportunity within a niche network you must first evaluate your product and understand it’s existing status then form a strategy to expand it’s exposure. Targeting niche communities is as much about engaging that audience as it is about distributing your interaction through primary channels.
It’s critical to have a plan defined when approaching these opportunities. Don’t go in until your ready to participate and add value.
When you discover a network that fits.Examples: Entertainment – Get GluePhotography – Instagram
How Foodspotting works: users recommend their favorite dishes and drinks by taking photos of the items and sharing them with the community via Foodspotting Why People Use Foodspotting:Site to find and share good food – not a negative review site (good for us!)Makes it all about the dish. Great for travel, when you're in an area you're unfamiliar with, or even in your hometown where you might be looking for specific cravings.
Content creation happens in-location via device. Integration with primary networks
Visit Philly.Example of Cross platform distribution. Web, social, email
Dmo’s like seaside oregon, kilkennyirelandParks CA State
Destination maps, guides, connections and sharing
Destination, resort, park, city center, wherever people will seek to engage with active content
Guerilla Mocial Marketing is about moving along with the community in motion. Be a jane.
Mobile and Social Convergence (MicroNetwork Content Strategy)
INSTAGRAM It’s a fast, beautiful and fun way to share your life with friends through a series of pictures. Snap a photo with your iPhone, choose a filter to transform the look and feel, send to Facebook, Twitter or Flickr It’s photo sharing, reinvented.
GUERILLAMOCIAL TENETS Discover and engage multi-channel MOCIAL networks that fit brand and product Focus product discussion to create relevant appeal within community and inspire interaction Build partnership with provider to maximize exposure Drive engagement and referrals into primary social sphere Forget about competition and concentrate on cooperation Measure success by how many new relationships are made Be genuine and tell a good story
FOODSPOTTING Publish a collection of location-based dining guides that can be focused on types of cuisine or on unique culinary offerings Highlight interesting culinary experiences in your destination Showcase local dishes that are vegetarian, vegan, locally-grown, etc. Brand your destination with regional food specialties (think Southern BBQ tours or East Coast seafood trips) Create "badges" that reward your visitors for their participation
EVERYTRAIL Publish a collection of location-based activity guides. Highlight experiences in or around your location Showcase local experts Integrate functionality into web and social channels Recognize and leverage power contributors
CONTENT ISCURRENCY INTERACTION IS THE TRANSACTION
TRAVEL MARKETERCONSIDERATIONS Establish solid frame-work Think creatively Be where you are relevant Leverage multi-channel options Establish on and offline promotional continuity Measure interaction
DENVER NEW YORK KANSAS CITY ORLANDO@LUCASCOBBlcobb@mmgyglobal.com