Social Media Marketing on the Go

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Course Materials for the Social Media Marketing on the Go certificate course at SFSU

Course Materials for the Social Media Marketing on the Go certificate course at SFSU

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  • 1. Social Media on the Go Trends in Mobile Technology Instructor: Mario Tapia tapiamg@gmail.com @mariotapia SFSU CEL Social Media Marketing Program http://bit.ly/SMM9004MobileSMM Spring 20121
  • 2. Session 1 Social Media Marketing Program2 Mobile Social Media
  • 3. About Me!•  Mario Tapia – Dir of Business Development, GetJar Inc•  12 yrs in Mobile Data Products•  Telecommunication Systems TCS – Pioneered Location Technologies•  AT&T – American Idol Voting and Mobile Browsing•  T-Mobile – Location technologies, Device UI•  Dwango – Playboy, Rollingstone, Napster, ESPN•  Disney – Mobile Content, Games, Wallpapers, Tones•  Nokia – Global Developer Marketing•  Yahoo – Mobile Products for LATAM•  MobileMonday – Director, Non-Profit Industry Meetup Social Media Marketing Program 3 Mobile Social Media
  • 4. GetJar is the world’s 2nd largest app store •  Appsolutely Everything –  Started in 2005 –  Supports 2300+ phones –  75,000+ free apps –  90M downloads per month –  1 billion downloads to date –  200+ countries •  Publishing and Promotion for content owners –  Free distribution –  Pay-Per-Download distribution –  In depth analytics –  Supports all 3rd party payments solutions* Social Media Marketing Program4 Mobile Social Media
  • 5. Distributing apps for top brands… Internet Games & Entertainment Social Networking Social Media Marketing Program5 Mobile Social Media
  • 6. Introductions 1.  What is your name? 2.  What do you do? 3.  What do you want to be when you grow up? 4.  Why are you taking this class? 5.  What do you want to learn in this class? 6.  What kind of phone do you use? 7.  How do you use Mobile in your daily life? Social Media Marketing Program 6 Mobile Social Media
  • 7. Session 1 •  Introduction to Mobile Technologies: –  Mobile Web, SMS, Mobile Ads, Print, Apps •  Numbers Foundation: –  Users, Devices and Usage patterns: Key trends •  App-opportunity –Mobile Marketing Industry case examples: –  Automotive –  Financial services –  Consumer products and retail •  Key takeaways •  Q & A Social Media Marketing Program7 Mobile Social Media
  • 8. Mobile Marketing Channels Social Media Marketing Program8 Mobile Social Media
  • 9. Mobile Channels – Branded Mobile Presence Mobile Sites m.nbc.com Social Media Marketing Program Mobile Social Media
  • 10. Mobile Channels - SMS Mobile SMS Best Buy Social Media Marketing Program Mobile Social Media
  • 11. Mobile Channels – Branded Apps Mobile Apps ESPN Social Media Marketing Program Mobile Social Media
  • 12. Mobile Channels – Mobile Banners Mobile Banners Yahoo Social Media Marketing Program Mobile Social Media
  • 13. Mobile Channels – Rich Media Ads Rich Media – A fancy word for Pop Ups. Social Media Marketing Program Mobile Social Media
  • 14. Print to Mobile Social Media Marketing Program14 Mobile Social Media
  • 15. Note: Mobile web is becoming more app-likein appearance and experience Social Media Marketing Program Mobile Social Media
  • 16. Mobile Marketing Channel Summary •  Mobile Web – a good place to start with Brands •  SMS – a great way to engage Audience •  Apps – a great way to laser target Audience •  Banners – traditional advertising •  Print to Mobile – growing for advertisers •  Web Apps are starting to look like full Apps Social Media Marketing Program16 Mobile Social Media
  • 17. The Numbers Social Media Marketing Program17 Mobile Social Media
  • 18. Mobile usage has become pervasive Social Media Marketing Program18 Mobile Social Media
  • 19. US Smartphone by Platform 2010 Apple Beats BlackBerry Shipments for Q3 with iPhone: 15.4m vs. 12.3m Industry changes very quickly! See next slide to see market share erosion of RIM. Social Media Marketing Program19 Mobile Social Media
  • 20. US Smartphone by Platform 2011US Smart Phone ShareAndroid from 38.1% to 48.6%Apple 26.6% to 29.5%RIM 24.7% to 15.2% Social Media Marketing Program20 Mobile Social Media
  • 21. Global View of Smartphone Makeup•  Which platform will win the smartphone race? Social Media Marketing Program21 Mobile Social Media
  • 22. Smartphone Users Consume Media Social Media Marketing Program22 Mobile Social Media
  • 23. Increased ownership of smart devices isdriving mobile Internet growth Social Media Marketing Program Mobile Social Media
  • 24. Numbers Summary •  246.1M (79% of the population) people have a mobile phone in the US today •  101.3M Americans have a smartphon •  101.1M (27% of the population) people use data on their phone in the US today •  Android leads US in smartphones Social Media Marketing Program24 Mobile Social Media
  • 25. Mobile social and location Social Media Marketing Program25 Mobile Social Media
  • 26. Social networks are becomingthe primaryway mobile users exchangeinformation Social Media Marketing Program Mobile Social Media
  • 27. Facebook leads all socialactivity on mobiles Social Media Marketing Program Mobile Social Media
  • 28. Nexus of mobile and social isincreasingly about onekey attribute: LOCATION, LOCATION, LOCATION Social Media Marketing Program Mobile Social Media
  • 29. In mobilemarketing, location leads torelevance Social Media Marketing Program Mobile Social Media
  • 30. “Checking In” is the New Loyalty Card •  Gowalla •  Foursquare •  Yelp •  Whrrl •  Loopt •  Shopkick Social Media Marketing Program30 Mobile Social Media
  • 31. Mobile Social and Location •  Social is quickly growing on mobile •  Location is the new Loyalty Card and retailers know it •  Social and Location are powerful elements in the mobile era Social Media Marketing Program31 Mobile Social Media
  • 32. Usage and spend Social Media Marketing Program32 Mobile Social Media
  • 33. How Do People Use Their Phone? Social Media Marketing Program Mobile Social Media
  • 34. Mobile Advertising Spend is Mainstream x Social Media Marketing Program Mobile Social Media
  • 35. Usage and Spend Summary •  SMS, Mobile Web and Apps are top activties on mobile •  Ad spend is real budget on mobile now ~$600M for 2010 Social Media Marketing Program35 Mobile Social Media
  • 36. Tablet future? Social Media Marketing Program36 Mobile Social Media
  • 37. Bigger screens promisemore immersive experiences Social Media Marketing Program Mobile Social Media
  • 38. The iPad and other tablet-style devices are changingthe meaning of mobility Social Media Marketing Program Mobile Social Media
  • 39. Tabletbuyers arewealthier, better- educated and moreconnected than the average US adult Social Media Marketing Program Mobile Social Media
  • 40. Its all about apps Social Media Marketing Program40 Mobile Social Media
  • 41. “App-ortunity” knocks…Will brands answer? § Apps created by brands § Apps sponsored by brands § Apps supported by ads § Apps sold by brands Social Media Marketing Program Mobile Social Media
  • 42. Games, music, socialnetworking, weather and mapslead in app usage Social Media Marketing Program Mobile Social Media
  • 43. Volkswagen Group gets its game on 2008 2009 Social Media Marketing Program Mobile Social Media
  • 44. Mobile banking combines utility,marketingand loyalty Social Media Marketing Program Mobile Social Media
  • 45. Citibank connects the dotsApp Web Social Media Marketing Program Mobile Social Media
  • 46. Kraft succeeds in selling a branded mobile app Social Media Marketing Program Mobile Social Media
  • 47. Key takeaways§  Smartphones growing in US§  Mobile Web, SMS, and Apps are a way to market§  Social and Location have arrived as marketing tools§  We are in an App Age of the industry Social Media Marketing Program Mobile Social Media
  • 48. In Class Project •  Let’s look at some of your favorite Brand websites. –  Look for mobile promotion –  Look at their mobile presence, mobile web, apps etc. Social Media Marketing Program48 Mobile Social Media
  • 49. Home Work Class Project •  Have Smart Phone: Find some examples of Mobile Ads or Mobile Apps that are Brand Advertising. •  No Smart Phone: On a PC, find PC based campaigns promoting Mobile services of your favorite brand. Can be Text Messaging or a Call to Action to enter phone number to send you a link. Social Media Marketing Program 49 Mobile Social Media
  • 50. Mobile Social Media Session 2 Social Media Marketing Program50 Mobile Social Media
  • 51. Agenda•  Quantifying mobile social media•  Defining MSM•  Why people use MSM•  How to avoid the Motivation Bubble•  How people are using MSM•  What’s coming in 2011+•  Riveting Q&A (riveting comments?)•  Ovation (standing optional) Social Media Marketing Program Mobile Social Media
  • 52. If you remember 3 things…•  Mobile social media is already mainstream•  Tap into consumers’ intrinsic motivation•  All mobile’s going social Social Media Marketing Program Mobile Social Media
  • 53. Mobile Social Media Usage Effect Shopping Habits •  Friends and Family are product influencers •  Social media was the messenger of the product information •  Social media helps brand affinity Social Media Marketing Program53 Mobile Social Media
  • 54. Mobile Social Media Usage Effect Shopping Habits •  This makes social media, where consumers connect with their friends and family, an important destination for researching purchasing decisions in-store. •  This is an added challenge for retailers and marketers, as they must focus on keeping customers happy on the go and remember how much influence a customer’s social media posts can have on their friends and family members. Social Media Marketing Program54 Mobile Social Media
  • 55. A few of my highest accolades Social Media Marketing Program Mobile Social Media
  • 56. What isMobile Social Media? 56
  • 57. Online social networks on mobile devices Social Media Marketing Program Mobile Social Media
  • 58. Share content via social channels Social Media Marketing Program Mobile Social Media
  • 59. Connect mobile sites & apps with social networks.The power of the Social Graph. Social Media Marketing Program Mobile Social Media
  • 60. Mobile-Only social networks Social Media Marketing Program Mobile Social Media 60
  • 61. Location-based check-in services – Alphabet Soup Social Media Marketing Program Mobile Social Media 61
  • 62. Sharing and streaming content Social Media Marketing Program Mobile Social Media 62
  • 63. Social gaming Social Media Marketing Program Mobile Social Media 63
  • 64. Social Games have Audience Social Media Marketing Program64 Mobile Social Media
  • 65. Review of the types of mobile social media 1.  Online social networks on mobile devices 2.  Share content via social channels 3.  Connect mobile sites & apps with social networks 4.  Mobile social networks 5.  Location-based check-in services 6.  Sharing and streaming content 7.  Social gaming Social Media Marketing Program Mobile Social Media
  • 66. Quantifying Mobile Social Media Social Media Marketing Program66 Mobile Social Media
  • 67. 300+millionmobile Facebook users Social Media Marketing Program Mobile Social Media
  • 68. 47% 59%Americans who Americans whosay cellphones say clothes dryersare necessities are necessities (via Pew) Social Media Marketing Program Mobile Social Media
  • 69. 240%increase in social networking app access year over year in the US (comScore) Social Media Marketing Program Mobile Social Media
  • 70. 60%of all mobile internet usagespent on social networking (Ground Truth) Social Media Marketing Program Mobile Social Media
  • 71. Why Do PeopleUse Mobile Social Media? 71
  • 72. Let’s ask Spiderman Howdy. Social Media Marketing Program Mobile Social Media
  • 73. Spidey, why are you into mobile social media? Ummmm... Social Media Marketing Program Mobile Social Media
  • 74. He’s not that eloquent. I’ll just tell you. Thanks! Social Media Marketing Program Mobile Social Media
  • 75. First, he does it to connect… Social Media Marketing Program Mobile Social Media
  • 76. He connects with hisfriends who are nearby. Social Media Marketing Program Mobile Social Media
  • 77. BatmanSuperman Social Media Marketing Program Mobile Social Media
  • 78. He connects with his broader networks digitally. Social Media Marketing Program Mobile Social Media
  • 79. He connects with Places . People representing those places Moments in time Social Media Marketing Program Mobile Social Media
  • 80. There are many more reasons for Connecting.•  Self-esteem: a confidence and satisfaction in oneself•  Altruism: unselfish regard for or devotion to the welfare of others•  Fun•  Intellectual Curiosity•  Memory Social Media Marketing Program Mobile Social Media
  • 81. Self Esteem @Superman Social Media Marketing Program Mobile Social Media
  • 82. AltruismMobile social mediaoffers way for people to offer support to others. Social Media Marketing Program Mobile Social Media
  • 83. Fun Spiderman Social Media Marketing Program Mobile Social Media
  • 84. Curiosity Spiderman can get useful information about local businesses from his friends. Superman Superman Social Media Marketing Program Mobile Social Media
  • 85. Memory Social Media Marketing Program Mobile Social Media
  • 86. All have something in common Social Media Marketing Program Mobile Social Media
  • 87. They’re all intrinsic motivators Social Media Marketing Program Mobile Social Media
  • 88. Social Media Marketing Program Mobile Social Media
  • 89. Some motivators are extrinsic Social Media Marketing Program Mobile Social Media
  • 90. They make it clearwhat’s in it for Lenny $ $ Social Media Marketing Program Mobile Social Media
  • 91. This includes… Money/ Goods $ $ Social Media Marketing Program Mobile Social Media
  • 92. This includes… $ $Badges Social Media Marketing Program Mobile Social Media
  • 93. This includes… $ $Points Social Media Marketing Program Mobile Social Media
  • 94. This includes… $ $ Bling! Social Media Marketing Program Mobile Social Media
  • 95. One little problem… Social Media Marketing Program Mobile Social Media
  • 96. As extrinsic rewards are emphasized… Social Media Marketing Program Mobile Social Media
  • 97. …Marketers run the risk ofdepleting consumers’ intrinsic motivation. Social Media Marketing Program Mobile Social Media
  • 98. Motivation Bubble Ahead I refer to this as the Motivation Bubble, which may prove dangerous long-term. Social Media Marketing Program Mobile Social Media more here). (Read
  • 99. The danger is that consumers will betrained like Pavlov’s dogs, learning tosalivate for rewards, not because they are truly motivated. Social Media Marketing Program Mobile Social Media
  • 100. Or consider the Tragedy of the Commons, where the land can turn barren if every shepherd solely looks out for himself, not the community. The same could happen ifmarketers try to over-reward their consumers until there’s no intrinsic motivation left in theSocial MediaMobile Social Media tank. Marketing Program
  • 101. The good news:The upside is external rewards can be part of an overall program that still emphasizes intrinsic wants. Social Media Marketing Program Mobile Social Media
  • 102. How People AreUsing Mobile Social Media 102
  • 103. A map of where we’ll travel today Sorry Bil Keane!!We’ll span the living room, stores, and products.(The illustration’s a Family Social Media Marketing Program Circus reference.) Mobile Social Media
  • 104. Why the living room matters The Role of the Living Room • Why use MSM: Something to do while watching TV • Key connections: networks, content Social Media Marketing Program Mobile Social Media
  • 105. Is this how TV goes social? “Television is being replaced by the entertainment display.” - Vizio co-founder Ken Lowe Social Media Marketing Program Mobile Social Media
  • 106. Panasonic & Skype turn living room into chatroom Social Media Marketing Program Mobile Social Media
  • 107. It’s not just Skype… I’m not convinced this is how social TV will work. Consumers are already using social media on mobile devices while watching TV, and I’d expect that divergence to remain. Social Media Marketing Program Mobile Social Media
  • 108. Going from where you are to what you’re doing This is one example of how consumers can use mobile social media while watching TV. Left to right: Miso, GetGlue, Philo Program Social Media Marketing (HotPotato was here but was acquired Mobile Social Media by Facebook.)
  • 109. And what about the tablet? Well, not this one… Social Media Marketing Program Mobile Social Media
  • 110. No, not that tablet either! Social Media Marketing Program Mobile Social Media
  • 111. Damn you, Google Image Search! Social Media Marketing Program Mobile Social Media
  • 112. It’s semi-mobile: a stationary device, used whenyou’re at the airport, home, or… Social Media Marketing Program Mobile Social Media
  • 113. …the beauty salon. Steve, love the coif! Social Media Marketing Program Mobile Social Media
  • 114. You won’t use a stationary device like you will amobile device. Don’t try this at home. Social Media Marketing Program Mobile Social Media
  • 115. Tablets add social integration opportunities.Below: ABC’s demo of its My Generation Sync iPadapp Social Media Marketing Program Mobile Social Media 115
  • 116. The Role of the Store• Why use MSM: Information, deals, fun• Key connections: location, friends, products
  • 117. Check-ins have been around a long time. FIRST ME N CHECK INTO MO ON Social Media Marketing Program Mobile Social Media
  • 118. Jump to today, where Bravo and Sephora creativelypromote virtual and tangible location-based rewards Social Media Marketing Program Mobile Social Media
  • 119. Starbucks augments reality in a promotion withBrightKite Social Media Marketing Program Mobile Social Media
  • 120. SCVNGR drives interaction via challenges Social Media Marketing Program Mobile Social Media
  • 121. Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users Social Media Marketing Program Mobile Social Media
  • 122. Shopkick kickstarts semi-automatic check-ins Social Media Marketing Program Mobile Social Media
  • 123. Prepare for a new wave of social shopping Social Media Marketing Program Mobile Social Media
  • 124. Apps beget apps: Beerby builds on Foursquare tofind and share good beer near you Social Media Marketing Program Mobile Social Media
  • 125. Feeling lucky, punk? Assisted Serendipity showsgender ratios of local hotspots based on check-ins Social Media Marketing Program Mobile Social Media 125
  • 126. The Role of the Product• Why use MSM: Utility, fun• Key connections:Products, brands, location, network
  • 127. I’m a Barcode Hero Social Media Marketing Program Mobile Social Media
  • 128. It’s a contentious kingdom Social Media Marketing Program Mobile Social Media
  • 129. Stickybits turns objects into conversation pieces Social Media Marketing Program 129 Mobile Social Media
  • 130. Foodspotting: all about checking out (dishes) Social Media Marketing Program Mobile Social Media
  • 131. The Future ofMobile Social Media 131
  • 132. Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move forward”
  • 133. 4G will further accelerate usage of MSM – it’s theequivalent of faster broadband online Social Media Marketing Program Mobile Social Media
  • 134. Hyperpassive checkins complement the hyperactive Apps like Future Checkin and Footprint Feed allow automated or “hyperpassive” checkins Program Social Media Marketing Mobile Social Media
  • 135. More MSM usage means more scary stories (don’t let thehype and backlash overshadow the bigger usage trends) Social Media Marketing Program Mobile Social Media
  • 136. More MSM usage means more scary stories (take II) PLEASE ROB ME Social Media Marketing Program Mobile Social Media
  • 137. Mobile devices come with their perils… Watch the hilarious video (part of a great series) Social Media Marketing Program Mobile Social Media
  • 138. Think beyond the phone Eye-Fi is a memory card that allows you to share photos directly from the camera, while Amazon’s Kindle also allows social sharing Social Media Marketing Program Mobile Social Media
  • 139. RFID, NFC expand opportunitiesRadio frequency chips and Near Field Communications will make it possible to apply mobile technologies to a wide range of devices.Here, Tikitag (now named Touchatag) offers stickers including RFID chips that can be scanned at USB-docked scanners. This chip brings up an app with anumber of my social network profiles. Geeky? Yes. Impractical? Yes. But you’ll see lots more where this is coming from. Social Media Marketing Program Mobile Social Media
  • 140. RFID, NFC expand opportunities, take II At Coca-Cola Village in Israel, wristbands with RFID chips allowed attendees to check in at various stations and share related content on their Media Marketingprofiles. Social Facebook Program Watch Mobilevideo. the Social Media
  • 141. All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes) Social Media Marketing Program Mobile Social Media
  • 142. All media becomes mobile social media BBC makes the news more social, Yowza does so for coupons, and Waze crowdsources traffic reports Social Media Marketing Program Mobile Social Media
  • 143. Recap of trends for the future •  4G will further accelerate MSM •  Hyperpassive checkins complement the hyperactive •  More MSM usage means more scary stories •  Think beyond the phone •  RFID, NFC expand opportunities •  All media becomes mobile social media Social Media Marketing Program Mobile Social Media 143
  • 144. Whoa! Get all that?Social Media Marketing Program Mobile Social Media
  • 145. If you remember 3 things…1.  Mobile social media is already mainstream 2.  Tap into consumers’ intrinsic motivation3.  All mobile’s going social Social Media Marketing Program Mobile Social Media
  • 146. ? In lieu of live Q&A, post or tweet comments and we’ll continue the conversation. ! Social Media Marketing Program Mobile Social Media
  • 147. GetJar Networks Inc. Mario Tapia 1500 Fashion Island Blvd, Suite 209 Director Mobile Product San Mateo, California mario@getjar.com 94404 USA www.getjar.com Tel +1 650 288 3225 Social Media Marketing Program14 Mobile Social Media7