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Bridging the Real and Virtual Worlds: The Next Evolution of Social and Mobile Marketing
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When we talk about integrated marketing, that needs to mean more than making sure our Twitter, Facebook and website are in strategic alignment. Our web marketing has to align off-screen as well as it ...

When we talk about integrated marketing, that needs to mean more than making sure our Twitter, Facebook and website are in strategic alignment. Our web marketing has to align off-screen as well as it does on-screen. The world is increasingly becoming hypertext, rich with multiple layers of meaning and context. From Foursquare decals to chalked messages to "follow us on Facebook" to event-specific hashtags, we are surrounded by calls to link our real-life activities to their online complements. In our role as web communicators, how can we do this well in a way that serves both our needs and the needs of our audiences? Whether we're talking about geosocial/location-based services, viewbooks, flyers or tweetups, there is a large number of platforms where this is becoming increasingly relevant. How can we activate the ambient intimacy and latent connectivity around us to engage our audiences with relevant experiences and content? How can we bridge online community with off-line community? In this session, we will explore these principles as well as several concrete ideas for how to put them into action.

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  • This will be conceptual - putting the work we do into the context of why we are doing it
  • There is something to consider – things aren’t exactly what they seem, or what they’ve been. Things are changing, evolving really. It’s a;ready there, it’s already around us, the divisions are false
  • Traditional idea is that there’s online and offline. You want them to be coordinated, ideally, but they’re separate entities. Like a viewbook and a website. Separate but equal.
  • Life is two way
  • More it’s more than two way, that implies there is a here and a there - frank rose, author of book The Art of Immersion We’re going to talk about how to handle the blur
  • Life is two way. We experience the real world through the online world, they are on longer two separate experiences. It’s all one experience.
  • Dvd commentary track – enhancing – life demands more context – future of marketing is context
  • This will be conceptual - putting the work we do into the context of why we are doing it
  • This will be conceptual - putting the work we do into the context of why we are doing it
  • location is more than where you are, it’s what you’re doing now, next, beforehand, who you’re with, microtransactions therein, what you share, how you connect, what you find, what you get
  • We are empowered by information and context
  • We’re stepping through a gate and f
  • We have to realize that the us in real life and the us in the digital world are the SAME, and do we live up to that? Are we connected? Are we aligned? In the perception and experience of the user?
  • It’s exciting because we’re on the cusp of these two sides of the same world, but it also poses some challenges, so we’re going to talk about a few themes to consider
  • Example of following a map that tells you to turn L to find X but when you turn, the trail goes cold - our channels nowaday form a trail, a messaging trail need to be consistent and aligned, have follow through, accurate, up to date
  • Silos are done – we can’t align and converge in a silo’ed environment. The experience bridge devices and contexts
  • How do we plan out this alignment?
  • http://www.briansolis.com/2011/05/please-like-us-on-facebook/ and Follow us on twitter and fb, 100 plus days since last twitter update, really good on FB – BIG chalking in store
  • Biggest pet peeve – WHY? – sometimes, icon without twitter username – that asks a lot
  • Tweetups – BU tweetups, Emerson tweetups
  • http://www.amnh.org/news/tag/tweetup/ - http://impact.webershandwick.com/?q=social-exhibits – American Museum of Natural History in Brooklyn, after hours tweetups –
  • patrticipants meet curators, see exhibits, they just have to tweet about the experience
  • Challenge of convergence – charlie sheen – twitter and livestream antics to stage show – was difficult – had to adapt
  • Challenge of convergence – charlie sheen – twitter and livestream antics to stage show – was difficult – had to adapt
  • Challenge of convergence – charlie sheen – twitter and livestream antics to stage show – was difficult – had to adapt
  • Biggest indicator that online and offline worlds are dissolving as separate classifications
  • Capturing experiences – creating content around experiences as a reflex Events take place in layers – physical attendance, physical non attendance, digital attendance, and digital non attendan ce – how to accommodate this?
  • Events take place in layers –– how to accommodate this? Commencement fear – get hashtag more integrated
  • Expand sense of what ane xperience is
  • TV is becoming social – Big Bang Theory characters tweeting, posting pics from rehearsal
  • TV is becoming social – Big Bang Theory characters tweeting, posting pics from rehearsal
  • TV is becoming social – Big Bang Theory characters tweeting, posting pics from rehearsal
  • TV is becoming social – Big Bang Theory characters tweeting, posting pics from rehearsal
  • TV is becoming social
  • asynchronous
  • Second screen  third screen and more
  • http://www.npr.org/2011/01/17/132935655/the-future-of-marketing-ads-get-physical-digital
  • http://www.lostremote.com/2011/03/08/new-today-com-aims-to-strike-tv-web-balance/
  • location is more than where you are, it’s what you’re doing now, next, beforehand, who you’re with, microtransactions therein, what you share, how you connect, what you find, what you get
  • http://www.flickr.com/photos/nathanmac87/4524771512/
  • http://www.flickr.com/photos/oskay/3252191131/
  • The fuel for LBS  LBS will move toward greater appreciation of context Can be proactive – 4sq checkin with a comment, a 4sq tip or comment – or dynamic – checking in turns key on engine of information – leveraget network, location,m data – enhance experience, tap informational mesh
  • Higher ed – tips, venues for events, campus tours
  • Higher ed – tips, venues for events, campus tours
  • Higher ed – tips, venues for events, campus tours
  • Mobile is a lifestyle, not an app – rise of cloud supports this, rise of tablets supports this, location-based context supports this, must be platform agnostic to thrive in this market or cross-platform, iterative updates
  • Mobile is a lifestyle, not an app – rise of cloud supports this, rise of tablets supports this, location-based context supports this, must be platform agnostic to thrive in this market or cross-platform, iterative updates
  • Mobile is a lifestyle, not an app – rise of cloud supports this, rise of tablets supports this, location-based context supports this, must be platform agnostic to thrive in this market or cross-platform, iterative updates - http://www.cmswire.com/cms/web-engagement/mobile-content-strategy-creating-user-scenarios-010673.php
  • http://www.printeresting.org/2011/03/30/reading-qr-why-we-lose-our-hands/ and http://www.pittstate.edu/press-media/detail.dot?id=282100
  • http://www.psfk.com/2011/03/classic-literature-serialized-through-mobile-tags.html
  • http://www.etsy.com/listing/70684108/qr-code-book-why-we-lose-our-hands?ref=pr_shop
  • http://www.readwriteweb.com/archives/Google_Joins_NFC_Forum_Ditches_QR_Codes.php – NFC - contactless proximity-based transactions – QR asks too much, QR us a prototype
  • This is real. Does everything line up? If people are using your campus as an interface to get information about your institution.
  • http://bits.blogs.nytimes.com/2011/04/07/augmented-reality-comes-closer-to-reality/ - Aurasma
  • Context  supports and informs and enhances the experience, and experiences nowadays are cross platform

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

  • 1. 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
  • 2. Who am I?
  • 3. Who am I?
  • 4. Who am I?
  • 5. “ Bridging the Real and Virtual Worlds”
  • 6. “ Bridging the Real and Virtual Worlds” Huh?
  • 7. Who am I?
  • 8. Who am I?
  • 9. Who am I? X
  • 10.  
  • 11.  
  • 12.  
  • 13. “ 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
  • 14. 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?
  • 15. 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/
  • 16. “ 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
  • 17. Online life ↕ Offline life http://www.flickr.com/photos/oskay/3252191131/
  • 18.  
  • 19.  
  • 20. The future of marketing is CONTEXT
  • 21. The future of marketing is CONTEXT (You can tweet that)
  • 22. http://www.flickr.com/photos/velorowdy/2018680371/
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27. Alignment & Convergence
  • 28.  
  • 29. http://www.flickr.com/photos/duchamp/11553112/
  • 30. http://www.flickr.com/photos/wscullin/3770015203/
  • 31. 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
  • 32.  
  • 33. http://instagr.am/p/EznGB/ (credit: @tsand)
  • 34. http://www.conferencecenterblog.com/2010/12/14/how-to-host-a-tweet-up-your-conference/
  • 35.
    • March 2011: Google ditches QR codes for NFC (near-field communication)
    http://www.flickr.com/photos/shinythings/150802801/
  • 36.
    • March 2011: Google ditches QR codes for NFC (near-field communication)
    http://www.flickr.com/photos/shinythings/150802801/
  • 37.  
  • 38.  
  • 39.  
  • 40. Real-Time
  • 41.  
  • 42. Physical Attendance Digital Attendance Digital Non-Attendance Physical Non-Attendance Event Layers
  • 43.  
  • 44. (This is an experience.)
  • 45. (This is an experience.)
  • 46. (This is an experience.)
  • 47.  
  • 48. “ 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
  • 49.  
  • 50. “ 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
  • 51. 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.”
  • 52.  
  • 53. “ 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
  • 54. http://blogs.umflint.edu/universityrelations/2011/04/20/live-tweeting-at-the-critical-issues-forum/
  • 55.  
  • 56.  
  • 57. Multichannel, Contextual Content
  • 58. http://www.flickr.com/photos/dantaylor/4733270921/
  • 59. 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…
  • 60. 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
  • 61. http://www.flickr.com/photos/dantaylor/4733270921/
  • 62.  
  • 63.  
  • 64. http://thedaveeffect.blogspot.com/2011/04/starbucks-you-sly-devil.html
  • 65.  
  • 66. Location, Location, Location
  • 67.
    • We check in so we can
    • Share
    • Organize
    • Be part of a collective experience
    • Enable serendipity
    • Activate “game layer”
  • 68. This isn’t a place… … or is it?
  • 69. Location… … Experience
  • 70. Check-ins are the grappling hooks for social experiences
  • 71. CONTEXT ↑ What makes something an experience
  • 72. “ 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
  • 73. “ 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 .”
  • 74.
    • “ Right time, right place
    • marketing.” - Leslie Poston
    • http://www.slideshare.net/geecheegirl/get-jazzed-for-location-based-ideas-on-foursquare-day
  • 75. “ 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’
  • 76. (PS - More on this at bit.ly/checking-in)
  • 77. Mobile, QR Codes and Augmented Reality
  • 78. Mobile http://www.flickr.com/photos/sirmightymac/3379793055/
  • 79.
    • 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
  • 80.
    • 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
  • 81. “ 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
  • 82.
    • March 2011: Google ditches QR codes for NFC (near-field communication)
  • 83. 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. ”
  • 84. 2011: Google ditches QR codes for NFC (near-field communication) More on mobile tagging: http://www.psfk.com/ future-of-mobile-tagging
  • 85. Augmented Reality
  • 86.
    • March 2011: Google ditches QR codes for NFC (near-field communication)
    http://bits.blogs.nytimes.com/2011/04/07/augmented-reality-comes-closer-to-reality/
  • 87. Low-tech augmented reality http://www.contentious.com/2011/04/10/practical-example-of-low-tech-augmented-reality-my-phones-camera/
  • 88.
    • March 2011: Google ditches QR codes for NFC (near-field communication)
    http://www.flickr.com/photos/myklroventine/1875049949/
  • 89. http://www.flickr.com/photos/myklroventine/1875049949/ To sum up… What matters? -> Context -> Alignment What’s best? -> Whatever works What’s next? -> ???
  • 90. Thank you! Questions? Slides and more information: http://bit.ly/bridgingit @radiofreegeorgy georgycohen.com