Mobile Social Media Predictions for 2011 - Webster Lewin.
01. Facebook, Twitter and YouTube will all launch mobile advertising services not based on mobile banners. The big opportunity in mobile advertising is delivering content and experiences relevant to where people are right now, i.e., proximity marketing. Brands must create ad units that don’t feel like advertising, which is possible as long as it’s not disruptive, relates to their social network and based on where consumers are and what they like. 02. Places will become the primary mobile advertising channel for Facebook. Places does what Foursquare and Gowalla have been doing for a while, but right now it’s pretty generic. Business owners can claim a Place but they can’t target ads to people who have checked in at their locations. There’s no word yet how ad units will work (e.g., pop up or show at the top of a list), but it’s a safe bet they’ll be similar to what exists now in Foursquare. 03. Google will include dynamic rendering for mobile devices in their goo.gl URL shortening service. Google search can create mobile optimized versions of any Web page now; it should be easy for them to add it to their URL shortening service. Tweeters, for example, could then use single links that would work for desktop and mobile devices. 04. Apple will reach agreements with Facebook and Twitter to allow Ping to integrate with both. Currently Ping exists outside other social networks, but that can’t last forever. Once it’s integrated to allow people to broadcast activities and bring in contacts, it will become a highly valuable social network.2
05. The Facebook mobile app will include a new feature that lets you update your status by pointing your phone’s camera at a television or movie screen. The technology already exists to take image recognition beyond still pictures. Just as Shazam identifies and tags music for posting to Facebook and Twitter, you’ll soon be able to do the same thing with digitized videos and movies. No typing required; just point your phone at the screen and you’re done.06. Facebook will buy Shazam. Facebook is eager to move beyond the blue and white website. They’ll acquire more companies and give people more ways to engage and update their statuses while watching TV and movies and listening to music (see above). Who knows? The next version of Shazam could allow you to update your status by sampling the audio at a live concert.07. Foursquare will reach 20 million users worldwide and offer even more services for brick-and-mortar merchants, including “specials” tied to existing loyalty programs. Forward thinking merchants already support Foursquare specials and collect analytics via Foursquare for business. Some have even linked Foursquare to loyalty programs activated with key fobs and cards swiped at checkout. Big brands who want to invest more and get more will want to link to the actual check-in when consumers enter the store so they can offer here-and-now specials based on past purchase behavior.08. Twitter will serve up promoted tweets with local businesses’ locations to mobile users. Twitter skews very mobile and is very brand oriented, so advertisers use it to feed promoted tweets in consumer searches. What’s next? An option that allows advertisers to tweet brand followers who come within a certain distance of their locations with prominent messages consumers are sure to see.
09. YouTube will launch location features that allow users to geotag video uploads. You’ve been able to geotag photos uploaded on Flickr and other photo sharing services for years. It only makes sense for geotagging for videos to soon follow suit.10. Social augmented reality applications will be the next big thing in mobile social media, letting you see where your friends have been and what they posted to social networks while they were there. It’s the new way to browse the world. Point your phone at the TV to tell your social network what you’re watching and get their comments on your handset screen. Point it down the street to show where you are, find out who’s been there and what they have to say about it. Content will be location enabled as more Facebook updates come from mobile apps and Twitter adds location information to all posts. Google’s working on it; Facebook and Yahoo probably are too. About MSLGROUP Americas “MSLGROUP Americas is part of MSLGROUP, a leading next-generation agency that offers trusted advisors and unbounded creativity in the always-on conversation age. In the Americas, MSLGROUP represents some of the world’s most powerful brands from consumer goods to financial institutions, and pharmaceutical companies. We bring together industry-leading experts, cutting-edge tools and global reach. We provide comprehensive solutions not found in traditional public relations firms across North America and South America. For more information, visit www.mslgroup.com.