Mobile Social Networking
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Mobile Social Networking



Mobile social networking, presented June 22 2010 at Social Media Club Kansas City event

Mobile social networking, presented June 22 2010 at Social Media Club Kansas City event



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Mobile Social Networking Mobile Social Networking Presentation Transcript

  • Mobile Social Networks Social Media Club Kansas City June 22, 2010 1
  • DEFINITIONS Mobile social networking is social networking where one or more individuals of similar interests or commonalities, conversing and connecting with one another using the mobile phone. 2
  • AREAS OF FOCUS • Web based social networks extended to mobile Facebook, Yelp • Native mobile social networks Location-based services (LBS), augmented reality (AR): Foursquare, Layar Lines are being blurred 3
  • USER POLL How many people: 1. Have a smart phone: iPhone BlackBerry Android 2. Browse the mobile web 3. Use applications 4
  • USAGE As of March 2010 (comScore): 30% browse the mobile web 20% of interacted with social networks via mobile device Social networking users are showing the highest gains with 80% YoY growth 5
  • ADVERTISING VS. MARKETING Marketing: delivering requested promotional messages directly to potential customers who have opted in to receive them. Primarily used by marketers as retention tool. Advertising: delivering text or images attached to desired content on mobile web pages or in applications where user views ads in exchange for free/subsidized content. Used by marketers to acquire new customers. 6
  • LOCATION TECHNOLOGIES • GPS (foreground: iPhone; background: BlackBerry, Android, Palm, iPhone 4) • Triangulation (active, passive) • User designated (check-in, zip code) • IP address reverse lookup • Wi-Fi Note: companies such as AirSage offer predictive algorithms based on movement and speed. 7
  • LBA VS LBM  No opt-in  Opt-in The GAP has your  Viewed w/  Requested perfect summer requested content look! Call content 415-501-9757. We’ll grab your size in  Text  Graphical content the newest styles at 183 Mill Plz, content Walnut Creek.  SMS delivery;  Mobile Web/ may include App Delivery mobile web Advertising growing from Marketing growing from $600M in 2009 to $5B in 2013 $6.4B in 2009 to $14.2B in 2012 8
  • Apps Social Networks (Check-in) M C A O R Local Augmented N K Location- based Discovery Reality SMS S E U T M E E Networks R R S S White-Label Navigation 9
  • ENGAGEMENT MODELS • Direct / white label vs. platform • Media buy vs. rewards / incentives / coupons • Brands interact with users who check-in vs. managing locations within platform 10
  • CHECK IN SERVICES • Foursquare, Gowalla, Loopt Star, Whrrl, Brightkite, MyTown Mashable:Which App Does Checkins Best? 11
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  • USAGE • Foursquare: approaching 2 million global • Gowalla: 250,000? (150,000 in March) • Brightkite: 2 million global • Whrrl: 300,000 13
  • FOURSQUARE • Can check in to location through “around me” search or venues can be added with address or just lat/long • Venue tagging (but no rating) • Minimal website functionality • Growing user generated venue database 14
  • YELP • 32 million unique website visitors in May 2010 Top 100 website • 1.4 million unique iPhone users 27% of all Yelp searches come from the iPhone app 500,000 phone calls 1 million point-to-point directions 15
  • YELP DETAILS • Users & businesses can build profiles • Rewards, leader board, incentives • Social sharing & integration • Sales team to support • Declined $500 million Google buyout • Augmented reality functionality (Monocle) • Analytics 16
  • INTEGRATION Friends can be invited through Twitter integration (friend search), Facebook integration, email address book integration, basic email invite Check-ins can be private, shared within the network or sent to other networks (Twitter, Facebook) 17
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  • BUT ALSO 19
  • GETTING STARTED • Research competition & trends • Install mobile applications • Claim venue: add / validate Twitter handle, location address, phone number, categories and tags • Test specials, tips, trips & rewards 20
  • PICK A NUMBER 1. Who has been on Twitter the longest? 21
  • SPECIALS • Mayor: user who has checked in the most • Check-in: unlocked when a user checks in to your venue a certain number of times • Frequency-based: unlocked every X check ins • Wildcard: always unlocked but store staff has to verify some extra conditions before awarding 22
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  • WEREWARD • Mobile incentive platform that pays consumers for actions • Sharing experiences through Facebook, Twitter & Foursquare • Sponsored CheckinTM • Purchase • Pictures 25
  • CHALLENGES • Fragmentation • Many small, disjointed players deploying different technologies • Challenges to scale • Still very tech-focused • Many startups lack the resources to work effectively with brands & advertisers • Only about 18% of mobile subscribers across all devices and carriers download apps (comScore, Dec. 2009) 26
  • SAMPLE CAMPAIGNS • Brands, small & large are testing 27
  • TASTI D-LITE Point based loyalty By automatically sharing your Tasti experience with friends and followers through Twitter & Foursquare, you can earn extra rewards toward free Tasti You earn a point every time you make a purchase for each social network connection you setup When you accumulate 50 points, you are eligible to receive a free medium Tasti cup or cone. 28
  • CONTACT Dustin Jacobsen Director of Social Media & Technology, Barkley Email: Phone: (816) 423-6063 Twitter – Facebook – LinkedIn – Blog – Website – 30