Bridging the Real and Virtual Worlds: The Next Evolution of Social and Mobile Marketing

Bridging the Real and Virtual Worlds The Next Evolution of Social and Mobile Marketing Georgiana Cohen Tufts University June 12-13, 2011 #psuweb11 @radiofreegeorgy georgycohen.com

Who am I?

“ Bridging the Real and Virtual Worlds”

“ Bridging the Real and Virtual Worlds” Huh?

Who am I?

Who am I? X

“ The people formerly known as the audience are those who were on the receiving end of a media system that ran one way , in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another— and who today are not in a situation like that at all . ” - Jay Rosen, June 27, 2006 http://archive.pressthink.org/2006/06/27/ppl_frmr.html

http://www.flickr.com/photos/khrawlings/3454093660/ Ambient Intimacy “ Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to , because time and space conspire to make it impossible. … Who cares? Who wants this level of detail? Isn’t this all just annoying noise?

Ambient Intimacy … There are a lot of us, though, who find great value in this ongoing noise . ... It makes us feel closer to people we care for but in whose lives we’re not able to participate as closely as we’d like. … It’s not so much about meaning, it’s just about being in touch .” Leisa Reichelt , Mar. 2007 http://www.flickr.com/photos/khrawlings/3454093660/

“ We know this much: people want to be immersed . They want to get involved in a story , to carve out a role for themselves, to make it their own. But how is the author supposed to accommodate them? What if the audience runs away with the story? And how do we handle the blur —not just between fiction and fact, but between author and audience, entertainment and advertising, story and game?” - Frank Rose, March 8, 2011 http://www.wired.com/epicenter/2011/03/why-do-we-tell-stories/all/1

Online life ↕ Offline life http://www.flickr.com/photos/oskay/3252191131/

The future of marketing is CONTEXT

The future of marketing is CONTEXT (You can tweet that)

http://www.flickr.com/photos/velorowdy/2018680371/

Alignment & Convergence

http://www.flickr.com/photos/duchamp/11553112/

http://www.flickr.com/photos/wscullin/3770015203/

http://www.flickr.com/photos/wscullin/3770015203/
Message architecture
“ Prioritized brand attributes that
stem from a shared vocabulary”
Style guide
Editorial calendar
Content strategy
Via Margot Bloomstein
http://www.slideshare.net/mbloomstein/tuning-in-your-multichannel-content-strategy

http://instagr.am/p/EznGB/ (credit: @tsand)

http://www.conferencecenterblog.com/2010/12/14/how-to-host-a-tweet-up-your-conference/

March 2011: Google ditches QR codes for NFC (near-field communication)
http://www.flickr.com/photos/shinythings/150802801/

Real-Time

Physical Attendance Digital Attendance Digital Non-Attendance Physical Non-Attendance Event Layers

(This is an experience.)

“ No longer do we have to wait to relive the episode at the water cooler tomorrow. The water cooler is online now.” - Susan Murphy, “ TV Is Not Dead ,” March 23, 2011

“ People think bin Laden is hiding in the Hindu Kush, but did you know that every day from 4 to 5 p.m. he hosts a show on C-SPAN?” - Seth Meyers, Apr. 30

Number of times user saw hashtag before using it # of users tweeting with particular hashtag http://media.twitter.com/1284/hashtag-repetition According to a 2011 Cornell Study, “you need to see a hashtag four or five times before It really clicks.” Takeaway: “If you use a hashtag, repeat it.”

“ Our work with TV partners… shows that broadcast prompts like hashtags on-air immediately drive double to ten-fold increase in activity on Twitter. ” - Chloe Sladden, Twitter Media , May 3, 2011

http://blogs.umflint.edu/universityrelations/2011/04/20/live-tweeting-at-the-critical-issues-forum/

Multichannel, Contextual Content

http://www.flickr.com/photos/dantaylor/4733270921/

http://www.flickr.com/photos/dantaylor/4733270921/ "Now, with smart phones and location awareness and tablets, you've got multiple screens speaking to each other…

http://www.flickr.com/photos/dantaylor/4733270921/ … You're going to see a lot of the most interesting things in advertising happening with that.“ - Teresa Iezzi, Creativity NPR, Jan. 17, 2011

http://www.flickr.com/photos/dantaylor/4733270921/

http://thedaveeffect.blogspot.com/2011/04/starbucks-you-sly-devil.html

Location, Location, Location

We check in so we can
Share
Organize
Be part of a collective experience
Enable serendipity
Activate “game layer”

This isn’t a place… … or is it?

Location… … Experience

Check-ins are the grappling hooks for social experiences

CONTEXT ↑ What makes something an experience

“ The check-in converts location to place, which is far more semantically rich than simple location, and it is real-time — it means ‘I’m here now.’” Jeff Holden, Pelago (makers of Whrrl ), Oct. 2010 * = bought by Groupon in April 2011 The Physical World Web

“ It is truly the first location-aware album in the sense that it is a work of authored music -- different melodies, different rhythms, different instrumentation, and different songs entirely are to be heard at their designated locations .”

“ Right time, right place
marketing.” - Leslie Poston
http://www.slideshare.net/geecheegirl/get-jazzed-for-location-based-ideas-on-foursquare-day

“ I was at a place in the Lower East Side of New York… I checked in, and Foursquare was like, the last time you were here was October 2008… There's something awesome about that. It's the beginning of augmented memory. The last time you were here was with these people, at this event.” Dennis Crowley, Foursquare, Apr. 2011 ‘ Augmented Memory’

(PS - More on this at bit.ly/checking-in)

Mobile, QR Codes and Augmented Reality

Mobile http://www.flickr.com/photos/sirmightymac/3379793055/

1.08B smartphones in use worldwide
Mobile sales eclipsed desktop sales in 2011
29% would scan mobile tag to get coupons
Mobile pushes 200M views to YouTube daily
1/3 of Facebook users use FB mobile
1/2 of Twitter users use Twitter mobile
http://www.flickr.com/photos/sirmightymac/3379793055/ Source: infographic by Microsoft Tag

Web Content Strategy
For the Mobile Web
Deliver content in context (consider 5 Ws)
Context changes based on changing location, needs, etc.
Information first
Rapid content delivery
Layout/design/interface should support these
http://www.flickr.com/photos/sirmightymac/3379793055/ More on this topic from CMSWire

“ QR codes are portals from analog to digital. They are like secret passageways taking us from the ‘real’ to virtual world.” – Jason Urban, Printeresting, March 30, 2011 QR Codes

Why We Lose Our Hands by Chris Fritton “ This is a handmade book composed entirely of QR codes readable only by mobile phone apps. One long poem in 11 segments. ”

2011: Google ditches QR codes for NFC (near-field communication) More on mobile tagging: http://www.psfk.com/ future-of-mobile-tagging

Augmented Reality

http://bits.blogs.nytimes.com/2011/04/07/augmented-reality-comes-closer-to-reality/

Low-tech augmented reality http://www.contentious.com/2011/04/10/practical-example-of-low-tech-augmented-reality-my-phones-camera/

http://www.flickr.com/photos/myklroventine/1875049949/

http://www.flickr.com/photos/myklroventine/1875049949/ To sum up… What matters? -> Context -> Alignment What’s best? -> Whatever works What’s next? -> ???

Thank you! Questions? Slides and more information: http://bit.ly/bridgingit @radiofreegeorgy georgycohen.com

Bridging the Real and Virtual Worlds: The Next Evolution of Social and Mobile Marketing

by Georgiana Cohen

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