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NFC Bootcamp - NFC in Social Media

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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)

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)

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  • With NFC you can extend the reach of all of your marketing campaigns onto social media platforms.

NFC Bootcamp - NFC in Social Media NFC Bootcamp - NFC in Social Media Presentation Transcript

  • NFC in advertising & social media Fact, Fiction and Friction StéphaneDoutriaux, Founder &CPO,Content developed by All rights reserved
  • Understand Digital Marketing Social Media How NFC fits in Building effective campaignsContent developed by All rights reserved 2
  • 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 they committed to a social networkContent developed by All rights reserved 6
  • 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
  • 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
  • As a result of information overload, the span of focus of consumers has shrunk Area of FocusContent developed by All rights reserved 9
  • 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
  • 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
  • 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
  • Lexus NFC ad in Wired Magazine • What are the objectives? • Reach? • Impact? • Spread? • Collateral?Content developed by All rights reserved 13
  • 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
  • 78% of consumers trust PEER recommendations, while only 14% trust advertisementContent developed by All rights reserved 15
  • Many companies are using NFC for marketing, within a social media context: Intel at Mobile World CongressContent developed by All rights reserved 16
  • Many companies are using NFC for marketing, within a social media context: Coca Cola executives retreatsContent developed by All rights reserved 17
  • 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 All rights reserved 19
  • 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
  • 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
  • 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 No internet connection content unadapted to mobile viewingContent developed by All rights reserved 23
  • The question becomes, which of these social media sites are “right” for your content?Content developed by All rights reserved 24
  • 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
  • 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
  • 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
  • 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 do you combine the two?Content developed by All rights reserved 29
  • What are your objectives? o Only to broadcast a message oor measure, track, learn?Content developed by All rights reserved 30
  • 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
  • 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
  • Perhaps your advertising objectives are: • To offer a coupon How do you manage the coupon redemption process?Content developed by All rights reserved 33
  • Perhaps your advertising objectives are: • Offer a limited edition music track Concerned about data security?Content developed by All rights reserved 34
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • The basic offering is for events, tradeshows, conferences Coca cola brand used for illustrative purposes onlyContent developed by All rights reserved 41
  • 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
  • Unique touch-based features include voting Coca cola brand used for illustrative purposes onlyContent developed by All rights reserved 43
  • 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
  • Bringing together recruiters and job-seekers Monster – Using poken to share CVs at campus recruiting eventsContent developed by All rights reserved 45
  • 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
  • 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
  • Tomorrow’s Workshop CREATING YOUR OWN TOUCH • GO GREEN CAMPAIGN • SAVE MONEY • INCREASE EFFICENCY • ENHANCE EXPERIENCE
  • 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
  • WHO WE ARE - SATISFIED CUSTOMERSSales in over 50 countries through 22 official resellers, creating hundreds of satisfied customers.
  • 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