Why Mobile Social Media Matters - Statistics, Trends, Technologies

Why Mobile Social Media Matters
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powered by
David Berkowitz
Senior Director of Emerging Media & Innovation
360i
212.703.7257
dberkowitz@360i.com
Twitter: @dberkowitz / @360iBlog: MarketersStudio.com / blog.360i.com

About this presentation
The following presentation was delivered as a keynote address at an event hosted by The Coca-Cola Company. It has been annotated and slightly modified; this is the ‘director’s cut.’
While the statistics, technologies, and tactics will change with each passing month, the broader trends should be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
If you wish to share this, feel free to use http://slidesha.re/mo_so as it’s been pre-shortened for your convenience.
I’m honored that you’re taking the time to review this. Thank you so much. = David Berkowitz
2

Best. Agenda. Ever.
A few words about your guest
Quantifying mobile social media
Defining MSM
Why people use MSM
How to avoid the Motivation Bubble
How people are using MSM
What’s coming in 2011+
Riveting Q&A (riveting comments?)
Ovation (standing optional)
Awesome!

If you remember 3 things…
Mobile social media is already mainstream
Tap into consumers’ intrinsic motivation
All mobile’s going social

a few words
about your
guest
(me)

Here’s 360i’s Emerging Media Lab in our NY office. See more on Mashable.

NEW in
September 2010
Download 360i’s Playbooks:
Mobile: mobileplaybook.360i.com
Social: playbook.360i.com

I explore mobile social media in places not everyone will go, from uploading Facebook photos mid-flight in airplane bathrooms to Foursquare venues some may consider taboo. Note on 4sq: the mayor, a food truck on Long Island, left a tip.

A few of my highest accolades

A Tale of Two Doughnuts
Using Facebook Places while at Voodoo Doughnut in Portland, OR, I found tips for great doughnuts. More importantly, I saw that my NYC friend Mike Lee was a block away at a Chinese restaurant and he met me while I was on line.
This experience, made possible by mobile social media, led to a much more memorable outing.

What isMobile Social Media?
11

Online social networks on mobile devices

Share content via social channels

Connect mobile sites & apps with social networks

Mobile social networks
15

Location-based check-in services
16

Sharing and streaming content
17

Social gaming
18

Review of the types of mobile social media
Online social networks on mobile devices
Share content via social channels
Connect mobile sites & apps with social networks
Mobile social networks
Location-based check-in services
Sharing and streaming content
Social gaming

QuantifyingMobile Social Media
20

150
million
mobile Facebook users

47%
Americans whosay cellphonesare necessities (via Pew)
59%
Americans whosay clothes dryersare necessities

WINNER!!!

240%
increase in social networking app
access year over year in the US(comScore)

60%
of all mobile internet usagespent on social networking(Ground Truth)

Why Do PeopleUse Mobile Social Media?
26

Let’s ask Lenny Legoman
Howdy.

Lenny, why are you into
mobile social media?
Ummmm...

He’s not that eloquent.
I’ll just tell you.
Thanks!

First, he does it to connect…

He connects with hisfriends who are nearby.

Lenny L was here

He connects with his broadernetworks digitally.

He connects with places.

He connects with the peoplerepresenting those places.

He also connects withmoments in time.

I was gonna say all that.

Beyond connecting,
there are many other reasons.

Self-esteem

@lenny_bricks_legoman

Altruism

Mobile social media offers way for people to offer support to others.

LLegoman

Intellectual Curiosity

Lenny can get useful information about local businesses from his friends.
Lenny L.
Lenny L.

Memory

All have something in common

They’re all intrinsic motivators

Some motivators are extrinsic

They make it clearwhat’s in it for Lenny
$ $

This includes…
Money/
Goods
$ $

This includes…
$ $
Badges

This includes…
$ $
Points

This includes…
$ $
Bling!
$

One little problem…

As extrinsic rewards are emphasized…

…Marketers run the risk of depleting consumers’ intrinsic motivation.

Motivation
Bubble
Ahead
I refer to this as the Motivation Bubble, which may prove dangerous long-term. (Read more here).

The danger is that consumers will be trained like Pavlov’s dogs, learning to salivate for rewards, not because they are truly motivated.

Or consider the Tragedy of the Commons, where the land can turn barren if every shepherd solely looks out for himself, not the community. The same could happen if marketers try to over-reward their consumers until there’s no intrinsic motivation left in the tank.

The good news:
The upside is external rewards can be part of an overall program that still emphasizes intrinsic wants.

How People AreUsing Mobile Social Media
65

A map of where we’ll travel today
Sorry Bil Keane!!
We’ll span the living room, stores, and products.
(The illustration’s a Family Circus reference.)

Why the living room matters
The Role of the Living Room
Why use MSM: Something to do while watching TV
Key connections: networks, content

Is this how TV goes social?
“Television is being replaced by the entertainment display.”
- Vizio co-founder Ken Lowe

Panasonic & Skype turn living room into chatroom

It’s not just Skype…
I’m not convinced this is how social TV will work. Consumers are already using social media on mobile devices while watching TV, and I’d expect that divergence to remain.

Going from where you are to what you’re doing
This is one example of how consumers can use mobile social media while watching TV.
Left to right: Miso, GetGlue, Philo
(HotPotato was here but was acquired by Facebook.)

And what about the tablet? Well, not this one…

No, not that tablet either!

Damn you, Google Image Search!

It’s semi-mobile: a stationary device, used when you’re at the airport, home, or…

…the beauty salon. Steve, love the coif!

You won’t use a stationary device like you will a mobile device. Don’t try this at home.

Tablets add social integration opportunities. Below: ABC’s demo of its My Generation Sync iPad app
78

The Role of the Store
Why use MSM: Information, deals, fun
Key connections: location, friends, products

FIRST MEN CHECK INTO MOON
Check-ins have been around a long time.

Jump to today, where Bravo and Sephora creatively promote virtual and tangible location-based rewards

Starbucks augments reality in a promotion with BrightKite

SCVNGR drives interaction via challenges

Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users

Shopkickkickstarts semi-automatic check-ins

Prepare for a new wave of social shopping

Apps beget apps: Beerby builds on Foursquare to find and share good beer near you

Feeling lucky, punk? Assisted Serendipity shows gender ratios of local hotspots based on check-ins
88

The Role of the Product
Why use MSM: Utility, fun
Key connections: Products, brands, location, network

I’m a Barcode Hero

It’s a contentious kingdom

Stickybits turns objects into conversation pieces
92

Foodspotting: all about checking out (dishes)

The Future ofMobile Social Media
94

Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move forward”

4G will further accelerate usage of MSM – it’s the equivalent of faster broadband online

Hyperpassivecheckins complement the hyperactive
Apps like Future Checkin and Footprint Feed allow automated or “hyperpassive” checkins

More MSM usage means more scary stories (don’t let the hype and backlash overshadow the bigger usage trends)

More MSM usage means more scary stories (take II)
PLEASE ROB ME

Mobile devices come with their perils…
Watch the hilarious video
(part of a great series)

Think beyond the phone
Eye-Fi is a memory card that allows you to share photos directly from the camera, while Amazon’s Kindle also allows social sharing

RFID, NFC expand opportunities
Radio frequency chips and Near Field Communications will make it possible to apply mobile technologies to a wide range of devices.
Here, Tikitag (now named Touchatag) offers stickers including RFID chips that can be scanned at USB-docked scanners. This chip brings up an app with a number of my social network profiles. Geeky? Yes. Impractical? Yes. But you’ll see lots more where this is coming from.

RFID, NFC expand opportunities, take II
At Coca-Cola Village in Israel,wristbands with RFID chips allowedattendees to check in at variousstations and share related contenton their Facebook profiles.Watch the video.

All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes)

All media becomes mobile social media
BBC makes the news more social, Yowza does so for coupons, and Wazecrowdsources traffic reports

Recap of trends for the future
4G will further accelerate MSM
Hyperpassivecheckins complement the hyperactive
More MSM usage means more scary stories
Think beyond the phone
RFID, NFC expand opportunities
All media becomes mobile social media
106

Whoa!
Get all that?

If you remember 3 things…
Mobile social media is already mainstream
Tap into consumers’ intrinsic motivation
All mobile’s going social

?
In lieu of live Q&A, post or tweet comments and we’ll continue the conversation.
!

Thank you!
David Berkowitz
dberkowitz@360i.com
Twitter: @dberkowitz / @360i
Blog: MarketersStudio.com / blog.360i.com
LinkedIn: linkedin.com/in/dberkowitz
Shortened link to share this:
http://slidesha.re/mo_so
Download 360i’s Mobile Playbook:
http://mobileplaybook.360i.com

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Why Mobile Social Media Matters - Statistics, Trends, Technologies

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