Your SlideShare is downloading. ×
NFC in advertising & social media                             Fact, Fiction and Friction                                  ...
Understand Digital Marketing                                                    Social Media                              ...
Today’s consumers are digital nativesContent developed by   All rights reserved                              3
The only viable communities are those built for  use across devicesContent developed by   All rights reserved          4
and across networksContent developed by   All rights reserved   5
Coke understood early on that consumers are not committed to a website   Today’s consumers are digital natives Nor are the...
Lady Gaga       26,202,001“like” her Facebook page       Youtube Channel has 183 millionviews       7,690,000followers on ...
You’re competing with Lady Gaga for the consumer’s  attention        Lady Gaga fans do not commit to one community, they s...
As a result of information overload, the span of focus  of consumers has shrunk                                           ...
This is where NFC fits into the logical evolution of  consumer engagementContent developed by   All rights reserved       ...
Brands, retailers, advertisers                                       are seeking new ways                                 ...
Lexus NFC ad in Wired Magazine                                             • 500,000 copies of the April issue circulated ...
Lexus NFC ad in Wired Magazine                                             • What are the objectives?                     ...
NFC = Social Business          Social Currency = trust, actions, points, likes, coins, ...          Trust: drives influenc...
78% of consumers trust PEER recommendations, while only 14% trust advertisementContent developed by   All rights reserved ...
Many companies are using NFC for marketing, within a      social media context:      Intel at Mobile World CongressContent...
Many companies are using NFC for marketing, within a      social media context:      Coca Cola executives retreatsContent ...
Many others at tradeshows, conferences,      events of all typesContent developed by   All rights reserved      18
Touch Marketing is much more than just about “a      technology” – it’s about creating an experienceContent developed by  ...
Peer to peer is under-utilized by marketing campaigns                If properly harnessed, peer to peer offers great oppo...
List of NFC deployments and tests around the world        http://www.nfcworld.com/list-of-nfc-trials-pilots-tests-and-comm...
I don’t know about you but I can’t wait to      “touch” Lady GagaContent developed by   All rights reserved         22
But you have to be careful – Harness the power, know and work around the weaknesses                                       ...
The question becomes, which of these social media  sites are “right” for your content?Content developed by   All rights re...
is NFC the right approach for you?  Could the same have been achieved with another technology          o Cheaper          ...
In the Real World, traditional Campaigns abandon the  audiencethey’ve amassed upon completion                             ...
Effective community marketing must build sustainable     relationships, leveraging the existing audience                  ...
Forget about blasting information out, hoping someone will listenContent developed by   All rights reserved       28
This presents an opportunity for NFC, but                 Communities are global                 Experience is local How d...
What are your objectives? o Only to broadcast a message oor measure, track, learn?Content developed by   All rights reserv...
Perhaps your advertising objectives are:            • To spread a job            description, in pdf format            Wou...
Perhaps your advertising objectives are:            • To offer the slide deck of a            conference presenter, in    ...
Perhaps your advertising objectives are:            • To offer a coupon            How do you manage the            coupon...
Perhaps your advertising objectives are:            • Offer a limited edition            music track            Concerned ...
Give this a try:Content developed by   All rights reserved   35
The simple combination of social media and NFC are sometimes not sufficient to create excitement and engagement Can the me...
The simple combination of social media and NFC are sometimes not sufficient to create excitement and engagement - Is the p...
And sometimes not sufficient to answer the needs of the media owner                - The NFC transfer may be secure, but i...
This is where new services come in to play NFC specific content management: •Identive NFC Shop: http://www.identivenfc.com...
Poken allows its users to build communities where people and things are collected, with a touch                           ...
The basic offering is for events, tradeshows, conferences                                             Coca cola brand used...
Create meta-social objects that anyone can collect                                                                        ...
Unique touch-based features include voting                                             Coca cola brand used for illustrati...
The result are “meta communities”,  brought together by touch      Mini Club in Japan      Meet & exchange, view upcoming ...
Bringing together recruiters and job-seekers  Monster – Using poken to share CVs at campus recruiting eventsContent develo...
Your dream is that consumers:                                       Embrace your brand →Brand activation                  ...
Social media is used as a way to show you are open  to dialog, and listeningto your customers  You have to figure out what...
Tomorrow’s Workshop   CREATING YOUR   OWN TOUCH          • GO GREEN   CAMPAIGN                      • SAVE MONEY          ...
POKEN ENVIRONMENT – USER EXPERIENCETOUCH IT                              GET IT                             SHARE ITDigita...
WHO WE ARE - SATISFIED CUSTOMERSSales in over 50 countries through 22 official resellers, creating hundreds of satisfied c...
Thank you!                       Stéphane Doutriaux          Carole Putallaz                       Founder &CPO           ...
Upcoming SlideShare
Loading in...5
×

NFC Bootcamp - NFC in Social Media

1,234

Published on

NFC in Social Media: Fact, Friction, and Fiction. Presentation delivered by Stéphane Doutriaux, Founder of Poken.com, at the NFC Bootcamp series (www.nfcbootcamp.com)

Published in: Business, Technology
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,234
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide
  • With NFC you can extend the reach of all of your marketing campaigns onto social media platforms.
  • Transcript of "NFC Bootcamp - NFC in Social Media"

    1. 1. NFC in advertising & social media Fact, Fiction and Friction StéphaneDoutriaux, Founder &CPO,Content developed by All rights reserved
    2. 2. Understand Digital Marketing Social Media How NFC fits in Building effective campaignsContent developed by All rights reserved 2
    3. 3. Today’s consumers are digital nativesContent developed by All rights reserved 3
    4. 4. The only viable communities are those built for use across devicesContent developed by All rights reserved 4
    5. 5. and across networksContent developed by All rights reserved 5
    6. 6. Coke understood early on that consumers are not committed to a website Today’s consumers are digital natives Nor are they committed to a social networkContent developed by All rights reserved 6
    7. 7. Lady Gaga 26,202,001“like” her Facebook page Youtube Channel has 183 millionviews 7,690,000followers on TwitterContent developed by All rights reserved 7
    8. 8. You’re competing with Lady Gaga for the consumer’s attention Lady Gaga fans do not commit to one community, they seek to take part in the Gaga experience, wherever it isContent developed by All rights reserved 8
    9. 9. As a result of information overload, the span of focus of consumers has shrunk Area of FocusContent developed by All rights reserved 9
    10. 10. This is where NFC fits into the logical evolution of consumer engagementContent developed by All rights reserved Photos from NFC Bootcamp: Fact, Fiction and Friction 10
    11. 11. Brands, retailers, advertisers are seeking new ways to engage individuals, to demonstrate value, to motivate action, and deliver information, drive commerceContent developed by All rights reserved From NFC Bootcamp: Fact, Fiction and Friction
    12. 12. Lexus NFC ad in Wired Magazine • 500,000 copies of the April issue circulated with this ad • NFC tag built into the page, when touched with an NFC phone it leads to a site where videos can be viewedContent developed by All rights reserved 12
    13. 13. Lexus NFC ad in Wired Magazine • What are the objectives? • Reach? • Impact? • Spread? • Collateral?Content developed by All rights reserved 13
    14. 14. NFC = Social Business Social Currency = trust, actions, points, likes, coins, ... Trust: drives influence, engagement, and relationships.Promotes ability to declare, collect, drive and share. Social Business = P2P: Business messages deliveredthrough people-to-people relationships. Social Communities: Activity Driven.Content developed by All rights reserved From NFC Bootcamp: Fact, Fiction and Friction
    15. 15. 78% of consumers trust PEER recommendations, while only 14% trust advertisementContent developed by All rights reserved 15
    16. 16. Many companies are using NFC for marketing, within a social media context: Intel at Mobile World CongressContent developed by All rights reserved 16
    17. 17. Many companies are using NFC for marketing, within a social media context: Coca Cola executives retreatsContent developed by All rights reserved 17
    18. 18. Many others at tradeshows, conferences, events of all typesContent developed by All rights reserved 18
    19. 19. Touch Marketing is much more than just about “a technology” – it’s about creating an experienceContent developed by All rights reserved 19
    20. 20. Peer to peer is under-utilized by marketing campaigns If properly harnessed, peer to peer offers great opportunities for spreadContent developed by All rights reserved 20
    21. 21. List of NFC deployments and tests around the world http://www.nfcworld.com/list-of-nfc-trials-pilots-tests-and-commercial-services-around-the-world/Content developed by All rights reserved 21
    22. 22. I don’t know about you but I can’t wait to “touch” Lady GagaContent developed by All rights reserved 22
    23. 23. But you have to be careful – Harness the power, know and work around the weaknesses No internet connection content unadapted to mobile viewingContent developed by All rights reserved 23
    24. 24. The question becomes, which of these social media sites are “right” for your content?Content developed by All rights reserved 24
    25. 25. is NFC the right approach for you? Could the same have been achieved with another technology o Cheaper o With more reach o With better user understanding Collect my business cardContent developed by All rights reserved 25
    26. 26. In the Real World, traditional Campaigns abandon the audiencethey’ve amassed upon completion half-life of “stand alone” events added shows limited sustainable value impact Attend an event View an ad Receive an Attend another emailing event time The opportunity with online, is to create long term engagement online networks added value creation of online value activities lose momentum over time timeContent developed by All rights reserved 26
    27. 27. Effective community marketing must build sustainable relationships, leveraging the existing audience • The existing audience is fickle – it seeks an experience across different networks • How do you buil a lasting relationship? performance innovation ? new purpose health collaboration check sharing inertia timeContent developed by All rights reserved 27
    28. 28. Forget about blasting information out, hoping someone will listenContent developed by All rights reserved 28
    29. 29. This presents an opportunity for NFC, but Communities are global Experience is local How do you combine the two?Content developed by All rights reserved 29
    30. 30. What are your objectives? o Only to broadcast a message oor measure, track, learn?Content developed by All rights reserved 30
    31. 31. Perhaps your advertising objectives are: • To spread a job description, in pdf format Wouldn’t it be nice if you could also view the CV of those that picked up the job description?Content developed by All rights reserved 31
    32. 32. Perhaps your advertising objectives are: • To offer the slide deck of a conference presenter, in powerpoint format You’d probably like to track who is interested in the material you have to offerContent developed by All rights reserved 32
    33. 33. Perhaps your advertising objectives are: • To offer a coupon How do you manage the coupon redemption process?Content developed by All rights reserved 33
    34. 34. Perhaps your advertising objectives are: • Offer a limited edition music track Concerned about data security?Content developed by All rights reserved 34
    35. 35. Give this a try:Content developed by All rights reserved 35
    36. 36. The simple combination of social media and NFC are sometimes not sufficient to create excitement and engagement Can the media be efficiently stored, and accessed later? osorted, flagged, saved o Is the objective for the user to share it with friends? How?Content developed by All rights reserved 36
    37. 37. The simple combination of social media and NFC are sometimes not sufficient to create excitement and engagement - Is the place of collection the right place to also consume the media? o Walking down the street, in a hurry o In a bus, about to hop off o Typing in name & email address into a mobile webpage, while on the go? - Is NFC a “gimmick”, impeding access to the content? o Is direct access to one single type of media (a video, a checkin, a “like”) offering the user enough a reward for his action? o Is NFC contributing to the “gamification” of the experience?Content developed by All rights reserved 37
    38. 38. And sometimes not sufficient to answer the needs of the media owner - The NFC transfer may be secure, but is the media hosted in a secure way? - Is the hosted media accessible to people who have not touched the tag? Do I want it to be?Content developed by All rights reserved 38
    39. 39. This is where new services come in to play NFC specific content management: •Identive NFC Shop: http://www.identivenfc.com/ • Nokia’s NFC Hub: http://www.nfc-hub.com/ •Tagstand: http://www.tagstand.com/ • Poken: http:/www.poken.com/ Others?Content developed by All rights reserved 39
    40. 40. Poken allows its users to build communities where people and things are collected, with a touch Coca cola brand used for illustrative purposes onlyContent developed by All rights reserved 40
    41. 41. The basic offering is for events, tradeshows, conferences Coca cola brand used for illustrative purposes onlyContent developed by All rights reserved 41
    42. 42. Create meta-social objects that anyone can collect OBJECT Press release Product description Product presentation Videos / multimedia Rendering 3D PEOPLE Contacts (downloadable on Outlook, Salesforce or others) Social networks (more than 50) Picture Other information Coca cola brand used for illustrative purposes onlyContent developed by All rights reserved 42
    43. 43. Unique touch-based features include voting Coca cola brand used for illustrative purposes onlyContent developed by All rights reserved 43
    44. 44. The result are “meta communities”, brought together by touch Mini Club in Japan Meet & exchange, view upcoming events, get the latest informationContent developed by All rights reserved 44
    45. 45. Bringing together recruiters and job-seekers Monster – Using poken to share CVs at campus recruiting eventsContent developed by All rights reserved 45
    46. 46. Your dream is that consumers: Embrace your brand →Brand activation Experience your brand → Experience marketing Participate → Community marketing Promote your brand → Viral and WOM marketingContent developed by All rights reserved 46
    47. 47. Social media is used as a way to show you are open to dialog, and listeningto your customers You have to figure out what’s best for YOUContent developed by All rights reserved 47
    48. 48. Tomorrow’s Workshop CREATING YOUR OWN TOUCH • GO GREEN CAMPAIGN • SAVE MONEY • INCREASE EFFICENCY • ENHANCE EXPERIENCE
    49. 49. POKEN ENVIRONMENT – USER EXPERIENCETOUCH IT GET IT SHARE ITDigitally exchange contact Plug your Poken in the USB Collect your contacts and digitaldetails with other people, slot, create an account on the files on a timeline, download themcollect digital documents offline memberHUB and synchronise on Outlook , Salesforce, or another(PDFs, presentations, brochures, your device to have access to format. Keep your profile updatedvideos, demos, animations, all documents and contact with your social networks and sharelinks). details collected. your experience with others. Poken Member HUB
    50. 50. WHO WE ARE - SATISFIED CUSTOMERSSales in over 50 countries through 22 official resellers, creating hundreds of satisfied customers.
    51. 51. Thank you! Stéphane Doutriaux Carole Putallaz Founder &CPO Head of Marketing Communications stephane@poken.com carole@poken.com Poken Inc. Poken S.A. 955 Alma St, Suite A Rue du Pont 22 Palo Alto CH-1003 Lausanne 94301, USA Switzerland Phone: (650) 427-0596 Phone: +41 21 560 40 05 Email:info@poken.com Email: info@poken.comContent developed by All rights reserved

    ×