Being socialdigital mediaseminar_bcn_20110608_v3
 

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Presentation held by Michael Eriksson on Digital Media Seminar in Barcelona about how to implement social media into mobile apps for marketing

Presentation held by Michael Eriksson on Digital Media Seminar in Barcelona about how to implement social media into mobile apps for marketing

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  • The presentation will cover:Short intro GG – 3 slidesApp insights -3 slides3 case studies for Lynx, Malibu and CippiCritical success factors for a viral campaignEngagement – social sharing (physical and virtual)Widely distributed - appstoresApp needs to work on all platforms (so you can share with anyone even if they dont have an iPhone/android = 20% of the population)
  • http://www.facebook.com/press/info.php?statistics
  • http://www.gomonews.com/smartphones-shove-feature-phones-down-a-hole-in-the-us/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+GomoNews+(GoMo+News)&utm_content=Google+Reader
  • http://www.onlinesocialmedia.net/20110325/mobile-internet-usage-marketing-facts-and-figures/
  • http://www.mobilecommercedaily.com/2011/06/03/the-dirty-little-secret-about-mobile-apps
  • http://www.itespresso.es/un-tercio-de-los-usuarios-de-smartphones-ven-alguna-app-antes-de-levantarse-50947.html, http://www.mobilemarketingwatch.com/one-third-of-android-iphone-apps-engaged-before-users-get-out-of-bed-15295/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+MobileMarketingWatch+%28Mobile+Marketing+Watch%29
  • http://www.flowtown.com/blog/rise-of-facebook-mobile?display=wide
  • http://memeburn.com/2011/05/33-of-facebook-posting-is-mobile/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+memeburncom+%28memeburn%29
  • http://www.onlinesocialmedia.net/20110325/mobile-internet-usage-marketing-facts-and-figures/
  • http://www.flowtown.com/blog/how-are-mobile-phones-changing-social-media
  • http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149494
  • http://gigaom.com/2011/06/02/google-1-vs-facebook-likes/
  • http://moconews.net/article/419-unilever-tries-turning-mobile-social-activity-in-to-a-marketing-campaig/
  • Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians. Vigorsol’s advertising annually shocks and surprisesDistributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloadingSupported on 80% of all mobile phones in EuropeVigorsol’s advertising annually shocks and surprises
  • http://www.clickz.com/clickz/news/2047147/heineken-app-mixes-gaming-social-media-live-sports
  • http://itunes.apple.com/us/app/words-with-friends/id322852954?mt=8
  • http://adage.com/article/digital/sxsw-darling-groupme-ramps-work-brands/226966/
  • http://memeburn.com/2011/04/motribe-celebrates-its-one-million-user-milestone/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+memeburncom+%28memeburn%29

Being socialdigital mediaseminar_bcn_20110608_v3 Presentation Transcript

  • 1. Michael Eriksson, CCO
  • 2. “Social Media is like teenage sex,
    everyone wants to do it but nobody really knows how”
  • 3. This is why...
    • More than 500million active users on Facebook
    • 4. Average user is connected to 80 community pages, groups and events
    • 5. Average user creates 90pieces of content each month
    • 6. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    • 7. People spend over 700billion minutes per month on Facebook
    • 8. 140million Tweets per day
    • 9. 460,000new accounts per day over the last month on average
    • 10. Mobile users are up 182percent over the past year
  • Mobile & Social Media
    “mocial”
  • 11. Insights...
  • 12. Top 10 App Categories (US)
  • 13. Mobile is already social…
  • 14. According to a Nielsen study, mobile social networking usage has increased by 240 percent in a year, and 60 percent of all mobile Internet usage is spent on social media networks, whether it is a personal blog, Facebook or Twitter.
    It is no coincidence that the No. 1 game in the world so far in 2011 has multiple social features within the app.
    App engagement and usability increases considerably when users can connect with each other over shared interest.
    With social features embedded into mobile apps, users want to use them more. The social app gets hot: Downloads can rise up to 45 percent with the benefit of a social component.
  • 15. Not without my apps…
    18% of smartphone owners check social network apps before getting up in the morning
    20% do a last check in bed before going to sleep at night
  • 16. 2011:
    More than 250 million active users currently access Facebook through mobile
  • 17. 33% of Facebook posts come from mobile
    People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
  • 18.
  • 19.
  • 20. Sharing is caring...
  • 21. Make it easy to share...
    Make sure there is as little as possible preventing the user from sharing.
    • Clear what is shared
    • 22. Integrate with phone experience (contacts, Facebook, etc..)
    • 23. Meaningful to share
  • Be available on all devices...
    Worldwide Smartphone Sales to End Users by Operating System in 2Q10
    The app must work on my friends phone for me to share!
    Mobile web as fallback.
  • 24. ...and on all app stores
  • 25. Include sharable content
    App generated content
    • Game Score
    • 26. Pictures
    Pre-produced Content
    • News/ Integrated blog
    • 27. Videos
    • 28. Fun Facts
  • Mobile Store/ Product Catalogue
    Pre-produced Content
    Picture Manipulation
    Game Scores
    App Generated Content
  • 29. Insight: Sex does matter
    Women share information of common interest.
    Women share to
    ”build community”
    Men will share content that positions themselves as ”experts”
  • 30. Share and likebuttons
    Make brand, products and services likable
  • 31. Show up on users’ newsfeeds
    Users commit to brand/ product/ content
    Users and their friends interact with your brand
     Raisescuriousity for your brand
     Users create “peer pressure” effect for you
     Friendsrecommendations are reliable
    “I'll have what she's having”
    Levi’s increased traffic 40xby implementing Facebook Like
  • 32. Use Social Networks for sign up
    • Avoid annoying sign up procedures
    • 33. Tie in social network information immediately
  • Classical Case Studies...
  • 34. Lynx Effect
    CHALLENGE - The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided about 20 ideas to start with which were then enhanced over time.
    Solution:
    • Mobile flirting tools for boys as part of the campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual.
    • 35. Also include wallpapers and videos of how to use the service
    • 36. Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading
  • 50% viral
    Lynx Effect
  • 37. Lynx Stream
    After creating an event, Lynx Stream pulls Fotos, Videos, Facebook posts, Tweets and Check-ins into one compiled & sharable stream
    Remembers your nights better than you
  • 38. Vigorsol Air Action
    Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading.
    80% viral
  • 39. Vigorsol Air Action
    Winner of three International awards.
    Mobile Agency of the year 2008
    Best use of mobile in branding 2008
    Facts:
    • Launched June 2007 in Italy
    • 40. Far exceeded expectations with over 4m registered downloads to date
    • 41. Over 250.000 ringtones, video tones and animations downloaded
    • 42. Shown on two Italian TV shows
    • 43. Resulted in the launch of a mobisode series the following year
    Best use of mobile – BIMA awards 2007
    Immature Application Of The Year Award 2007
  • 44. Malibu Island Bowling
    Client – Malibu Kahlua (USA)
    IPhone and java based bowling game to promote Malibu’s two flavors, coconut and melon.
    Game launched and available in the USA and Canadian AppStore with over 5m downloads
    80% of users played multiplayer with a friend promoting the game further
    Features:
    • Malibu branded bowling game
    • 45. User bowls against Malibu bottles instead of pins
    • 46. Modes for one and two players
    • 47. Selection of the ball (coconut or melon)
    • 48. Selection of game background (one of five)
  • Heineken’s Star Player
    Let fans interact in real time during Champion’s League games
    8 chances to predict whether a team will score within the next 30 seconds...
    • pop quiz' moments at slow moments in play
    • 49. users can form leagues with friends
  • Words with Friends
  • 50. Other ways to Mocial...
  • 51. MultiBrandplatforms & LocationBased Offers
  • 52. GroupMe
    Group Messaging service for groups of up to 25 people
    Featured Groups: suggested topics around which groups can form
    If users form a group around those brands, they can opt in to get special offers, enter contests, sneak previews and event reminders
  • 53. Motribe
    Empowers users and brands to build and manage their own mobile social network
    • Chat and community
    • 54. Photosharing
    • 55. Mobile Blogs