Social Media on the Go    Trends in Mobile Technology    Instructor: Mario Tapia    tapiamg@gmail.com    @mariotapia    SF...
Session 1                Social Media Marketing Program2                           Mobile Social Media
About Me!•  Mario Tapia – Dir of Business Development, GetJar Inc•  12 yrs in Mobile Data Products•  Telecommunication Sys...
GetJar is the world’s 2nd largest app store    •    Appsolutely Everything         –    Started in 2005         –    Suppo...
Distributing apps for top brands…        Internet      Games & Entertainment               Social Networking              ...
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 taki...
Session 1    •  Introduction to Mobile Technologies:       –  Mobile Web, SMS, Mobile Ads, Print, Apps    •  Numbers Found...
Mobile Marketing Channels                                Social Media Marketing Program8                                  ...
Mobile Channels – Branded Mobile Presence Mobile Sites  m.nbc.com                            Social Media Marketing Progra...
Mobile Channels - SMS Mobile SMS   Best Buy                        Social Media Marketing Program                         ...
Mobile Channels – Branded Apps                                                Mobile Apps                                 ...
Mobile Channels – Mobile Banners                       Mobile Banners                            Yahoo                    ...
Mobile Channels – Rich Media Ads                                                     Rich Media –                         ...
Print to Mobile                       Social Media Marketing Program14                                 Mobile Social Media
Note: Mobile web is becoming more app-likein appearance and experience                             Social Media Marketing ...
Mobile Marketing Channel Summary     •    Mobile Web – a good place to start with Brands     •    SMS – a great way to eng...
The Numbers                   Social Media Marketing Program17                             Mobile Social Media
Mobile usage has become pervasive                                 Social Media Marketing Program18                        ...
US Smartphone by Platform 2010                                      Apple Beats BlackBerry Shipments                      ...
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%       ...
Global View of Smartphone Makeup•  Which   platform will   win the   smartphone   race?                                 So...
Smartphone Users Consume Media                               Social Media Marketing Program22                             ...
Increased ownership of smart devices isdriving mobile Internet growth                              Social Media Marketing ...
Numbers Summary     •  246.1M (79% of the population) people have a mobile phone in        the US today     •  101.3M Amer...
Mobile social and location                                  Social Media Marketing Program25                              ...
Social networks    are becomingthe primaryway mobile   users exchangeinformation              Social Media Marketing Progr...
Facebook leads all   socialactivity on  mobiles              Social Media Marketing Program                          Mobil...
Nexus of mobile and  social isincreasingly about onekey attribute: LOCATION, LOCATION, LOCATION                 Social Med...
In mobilemarketing, location leads torelevance             Social Media Marketing Program                         Mobile S...
“Checking In” is the New Loyalty Card            •    Gowalla            •    Foursquare            •    Yelp            •...
Mobile Social and Location     •  Social is quickly growing on mobile     •  Location is the new Loyalty Card and retailer...
Usage and spend                       Social Media Marketing Program32                                 Mobile Social Media
How Do People Use Their Phone?                           Social Media Marketing Program                                   ...
Mobile Advertising Spend is Mainstream                          x                              Social Media Marketing Prog...
Usage and Spend Summary     •  SMS, Mobile Web and Apps are top activties on mobile     •  Ad spend is real budget on mobi...
Tablet future?                      Social Media Marketing Program36                                Mobile Social Media
Bigger screens promisemore immersive experiences                             Social Media Marketing Program               ...
The iPad  and other tablet-style devices are  changingthe meaning of mobility                Social Media Marketing Progra...
Tabletbuyers arewealthier,   better- educated and moreconnected than the  average US adult             Social Media Market...
Its all about apps                          Social Media Marketing Program40                                    Mobile Soc...
“App-ortunity” knocks…Will brands answer?            § Apps created by brands           § Apps sponsored by brands      ...
Games,  music,   socialnetworking,  weather and mapslead in app   usage              Social Media Marketing Program       ...
Volkswagen Group gets its game on    2008                              2009                   Social Media Marketing Progr...
Mobile  banking combines   utility,marketingand loyalty              Social Media Marketing Program                       ...
Citibank connects the dotsApp                            Web               Social Media Marketing Program                 ...
Kraft succeeds in selling a branded           mobile app                    Social Media Marketing Program                ...
Key takeaways§  Smartphones growing in US§  Mobile Web, SMS, and Apps are a way to market§  Social and Location have ar...
In Class Project      •  Let’s look at some of your favorite Brand websites.          –  Look for mobile promotion        ...
Home Work Class Project •  Have Smart Phone: Find some examples of    Mobile Ads or Mobile Apps that are Brand    Advertis...
Mobile Social Media     Session 2                           Social Media Marketing Program50                              ...
Agenda•    Quantifying mobile social media•    Defining MSM•    Why people use MSM•    How to avoid the     Motivation Bub...
If you remember 3 things…•  Mobile social media is already mainstream•  Tap into consumers’ intrinsic motivation•  All mob...
Mobile Social Media Usage Effect Shopping Habits     •  Friends and Family are product        influencers     •  Social me...
Mobile Social Media Usage Effect Shopping Habits     •  This makes social media,        where consumers connect        wit...
A few of my highest accolades                                Social Media Marketing Program                               ...
What isMobile Social Media?                       56
Online social networks on mobile devices                              Social Media Marketing Program                      ...
Share content via social channels                              Social Media Marketing Program                             ...
Connect mobile sites & apps with social networks.The power of the Social Graph.                              Social Media ...
Mobile-Only social networks                               Social Media Marketing Program                                  ...
Location-based check-in services – Alphabet Soup                               Social Media Marketing Program             ...
Sharing and streaming content                                Social Media Marketing Program                               ...
Social gaming                     Social Media Marketing Program                                 Mobile Social Media      ...
Social Games have Audience                                  Social Media Marketing Program64                              ...
Review of the types of mobile social media 1.    Online social networks on mobile devices 2.    Share content via social c...
Quantifying     Mobile Social Media                           Social Media Marketing Program66                            ...
300+millionmobile Facebook users            Social Media Marketing Program                        Mobile Social Media
47% 59%Americans who      Americans whosay cellphones    say clothes dryersare necessities    are necessities   (via Pew) ...
240%increase in social networking app access year over year in the US           (comScore)                  Social Media M...
60%of all mobile internet usagespent on social networking       (Ground Truth)                Social Media Marketing Progr...
Why Do PeopleUse Mobile Social Media?                           71
Let’s ask Spiderman                   Howdy.           Social Media Marketing Program                       Mobile Social ...
Spidey, why are you into mobile social media?                 Ummmm...             Social Media Marketing Program         ...
He’s not that eloquent.    I’ll just tell you.                    Thanks!             Social Media Marketing Program      ...
First, he does it to connect…                Social Media Marketing Program                            Mobile Social Media
He connects with hisfriends who are nearby.             Social Media Marketing Program                         Mobile Soci...
BatmanSuperman           Social Media Marketing Program                       Mobile Social Media
He connects with his broader     networks digitally.               Social Media Marketing Program                         ...
He connects with                       Places                     .             People representing those places          ...
There are many more reasons for Connecting.•    Self-esteem: a confidence and satisfaction in oneself•    Altruism: unself...
Self Esteem              @Superman                    Social Media Marketing Program                                Mobile...
AltruismMobile social mediaoffers way for people  to offer support to        others.                        Social Media M...
Fun      Spiderman                  Social Media Marketing Program                              Mobile Social Media
Curiosity  Spiderman can get   useful information      about local  businesses from his        friends.                   ...
Memory         Social Media Marketing Program                     Mobile Social Media
All have something in common               Social Media Marketing Program                           Mobile Social Media
They’re all intrinsic motivators                 Social Media Marketing Program                             Mobile Social ...
Social Media Marketing Program            Mobile Social Media
Some motivators are extrinsic                Social Media Marketing Program                            Mobile Social Media
They make it clearwhat’s in it for Lenny                                $ $            Social Media Marketing Program     ...
This includes… Money/ Goods                              $ $          Social Media Marketing Program                      ...
This includes…                             $ $Badges         Social Media Marketing Program                     Mobile Soc...
This includes…                             $ $Points         Social Media Marketing Program                     Mobile Soc...
This includes…                            $ $                                          Bling!        Social Media Marketin...
One little problem…           Social Media Marketing Program                       Mobile Social Media
As extrinsic rewards are    emphasized…        Social Media Marketing Program                    Mobile Social Media
…Marketers run the risk ofdepleting consumers’ intrinsic         motivation.           Social Media Marketing Program     ...
Motivation Bubble Ahead                           I refer to this as the                       Motivation Bubble, which   ...
The danger is that consumers will betrained like Pavlov’s dogs, learning tosalivate for rewards, not because they         ...
Or consider the Tragedy of the Commons, where the land  can turn barren if every shepherd solely looks out for himself, no...
The good news:The upside is external rewards   can be part of an overall program that still emphasizes       intrinsic wan...
How People AreUsing Mobile Social Media                        102
A map of where we’ll travel today                                            Sorry                                        ...
Why the living room matters   The Role of the Living Room     • Why use MSM: Something to do            while watching TV ...
Is this how TV goes social?                               “Television is                              being replaced      ...
Panasonic & Skype turn living room into chatroom                             Social Media Marketing Program               ...
It’s not just Skype…   I’m not convinced this is how social TV will                        work. Consumers are already usi...
Going from where you are to what you’re doing         This is one example of how consumers can use mobile                 ...
And what about the tablet? Well, not this one…                              Social Media Marketing Program                ...
No, not that tablet either!                              Social Media Marketing Program                                   ...
Damn you, Google Image Search!                           Social Media Marketing Program                                   ...
It’s semi-mobile: a stationary device, used whenyou’re at the airport, home, or…                               Social Medi...
…the beauty salon. Steve, love the coif!                               Social Media Marketing Program                     ...
You won’t use a stationary device like you will amobile device. Don’t try this at home.                                Soc...
Tablets add social integration opportunities.Below: ABC’s demo of its My Generation Sync iPadapp                          ...
The Role of the Store• Why use MSM: Information,         deals, fun• Key connections: location,      friends, products
Check-ins have been around a long time.              FIRST ME                      N CHECK                                ...
Jump to today, where Bravo and Sephora creativelypromote virtual and tangible location-based rewards                      ...
Starbucks augments reality in a promotion withBrightKite                              Social Media Marketing Program      ...
SCVNGR drives interaction via challenges                             Social Media Marketing Program                       ...
Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users                               S...
Shopkick kickstarts semi-automatic check-ins                             Social Media Marketing Program                   ...
Prepare for a new wave of social shopping                              Social Media Marketing Program                     ...
Apps beget apps: Beerby builds on Foursquare tofind and share good beer near you                             Social Media ...
Feeling lucky, punk? Assisted Serendipity showsgender ratios of local hotspots based on check-ins                         ...
The Role of the   Product• Why use MSM:   Utility, fun• Key connections:Products, brands, location, network
I’m a Barcode Hero                     Social Media Marketing Program                                 Mobile Social Media
It’s a contentious kingdom                             Social Media Marketing Program                                     ...
Stickybits turns objects into conversation pieces                               Social Media Marketing Program            ...
Foodspotting: all about checking out (dishes)                              Social Media Marketing Program                 ...
The Future ofMobile Social Media                      131
Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move forward”
4G will further accelerate usage of MSM – it’s theequivalent of faster broadband online                                Soc...
Hyperpassive checkins complement the hyperactive          Apps like Future Checkin and Footprint Feed allow               ...
More MSM usage means more scary stories (don’t let thehype and backlash overshadow the bigger usage trends)               ...
More MSM usage means more scary stories (take II)                      PLEASE ROB ME                             Social Me...
Mobile devices come with their perils…                                             Watch the hilarious video              ...
Think beyond the phone              Eye-Fi is a memory card that allows you to             share photos directly from the ...
RFID, NFC expand opportunitiesRadio frequency chips and Near Field Communications will make it possible to             app...
RFID, NFC expand opportunities, take II                            At Coca-Cola Village in Israel,                        ...
All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes)                                Social Me...
All media becomes mobile social media        BBC makes the news more social, Yowza does so for          coupons, and Waze ...
Recap of trends for the future •    4G will further accelerate MSM •    Hyperpassive checkins complement the hyperactive •...
Whoa! Get all that?Social Media Marketing Program            Mobile Social Media
If you remember 3 things…1.    Mobile social media is     already mainstream  2.  Tap into consumers’     intrinsic motiva...
?                      In lieu of live Q&A,                          post or tweet                     comments and we’ll ...
GetJar Networks Inc.     Mario Tapia               1500 Fashion Island Blvd, Suite 209     Director Mobile Product        ...
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Social Media Marketing on the Go

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Transcript of "Social Media Marketing on the Go"

  1. 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. 2. Session 1 Social Media Marketing Program2 Mobile Social Media
  3. 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. 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. 5. Distributing apps for top brands… Internet Games & Entertainment Social Networking Social Media Marketing Program5 Mobile Social Media
  6. 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. 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. 8. Mobile Marketing Channels Social Media Marketing Program8 Mobile Social Media
  9. 9. Mobile Channels – Branded Mobile Presence Mobile Sites m.nbc.com Social Media Marketing Program Mobile Social Media
  10. 10. Mobile Channels - SMS Mobile SMS Best Buy Social Media Marketing Program Mobile Social Media
  11. 11. Mobile Channels – Branded Apps Mobile Apps ESPN Social Media Marketing Program Mobile Social Media
  12. 12. Mobile Channels – Mobile Banners Mobile Banners Yahoo Social Media Marketing Program Mobile Social Media
  13. 13. Mobile Channels – Rich Media Ads Rich Media – A fancy word for Pop Ups. Social Media Marketing Program Mobile Social Media
  14. 14. Print to Mobile Social Media Marketing Program14 Mobile Social Media
  15. 15. Note: Mobile web is becoming more app-likein appearance and experience Social Media Marketing Program Mobile Social Media
  16. 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. 17. The Numbers Social Media Marketing Program17 Mobile Social Media
  18. 18. Mobile usage has become pervasive Social Media Marketing Program18 Mobile Social Media
  19. 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. 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. 21. Global View of Smartphone Makeup•  Which platform will win the smartphone race? Social Media Marketing Program21 Mobile Social Media
  22. 22. Smartphone Users Consume Media Social Media Marketing Program22 Mobile Social Media
  23. 23. Increased ownership of smart devices isdriving mobile Internet growth Social Media Marketing Program Mobile Social Media
  24. 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. 25. Mobile social and location Social Media Marketing Program25 Mobile Social Media
  26. 26. Social networks are becomingthe primaryway mobile users exchangeinformation Social Media Marketing Program Mobile Social Media
  27. 27. Facebook leads all socialactivity on mobiles Social Media Marketing Program Mobile Social Media
  28. 28. Nexus of mobile and social isincreasingly about onekey attribute: LOCATION, LOCATION, LOCATION Social Media Marketing Program Mobile Social Media
  29. 29. In mobilemarketing, location leads torelevance Social Media Marketing Program Mobile Social Media
  30. 30. “Checking In” is the New Loyalty Card •  Gowalla •  Foursquare •  Yelp •  Whrrl •  Loopt •  Shopkick Social Media Marketing Program30 Mobile Social Media
  31. 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. 32. Usage and spend Social Media Marketing Program32 Mobile Social Media
  33. 33. How Do People Use Their Phone? Social Media Marketing Program Mobile Social Media
  34. 34. Mobile Advertising Spend is Mainstream x Social Media Marketing Program Mobile Social Media
  35. 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. 36. Tablet future? Social Media Marketing Program36 Mobile Social Media
  37. 37. Bigger screens promisemore immersive experiences Social Media Marketing Program Mobile Social Media
  38. 38. The iPad and other tablet-style devices are changingthe meaning of mobility Social Media Marketing Program Mobile Social Media
  39. 39. Tabletbuyers arewealthier, better- educated and moreconnected than the average US adult Social Media Marketing Program Mobile Social Media
  40. 40. Its all about apps Social Media Marketing Program40 Mobile Social Media
  41. 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. 42. Games, music, socialnetworking, weather and mapslead in app usage Social Media Marketing Program Mobile Social Media
  43. 43. Volkswagen Group gets its game on 2008 2009 Social Media Marketing Program Mobile Social Media
  44. 44. Mobile banking combines utility,marketingand loyalty Social Media Marketing Program Mobile Social Media
  45. 45. Citibank connects the dotsApp Web Social Media Marketing Program Mobile Social Media
  46. 46. Kraft succeeds in selling a branded mobile app Social Media Marketing Program Mobile Social Media
  47. 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. 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. 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. 50. Mobile Social Media Session 2 Social Media Marketing Program50 Mobile Social Media
  51. 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. 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. 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. 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. 55. A few of my highest accolades Social Media Marketing Program Mobile Social Media
  56. 56. What isMobile Social Media? 56
  57. 57. Online social networks on mobile devices Social Media Marketing Program Mobile Social Media
  58. 58. Share content via social channels Social Media Marketing Program Mobile Social Media
  59. 59. Connect mobile sites & apps with social networks.The power of the Social Graph. Social Media Marketing Program Mobile Social Media
  60. 60. Mobile-Only social networks Social Media Marketing Program Mobile Social Media 60
  61. 61. Location-based check-in services – Alphabet Soup Social Media Marketing Program Mobile Social Media 61
  62. 62. Sharing and streaming content Social Media Marketing Program Mobile Social Media 62
  63. 63. Social gaming Social Media Marketing Program Mobile Social Media 63
  64. 64. Social Games have Audience Social Media Marketing Program64 Mobile Social Media
  65. 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. 66. Quantifying Mobile Social Media Social Media Marketing Program66 Mobile Social Media
  67. 67. 300+millionmobile Facebook users Social Media Marketing Program Mobile Social Media
  68. 68. 47% 59%Americans who Americans whosay cellphones say clothes dryersare necessities are necessities (via Pew) Social Media Marketing Program Mobile Social Media
  69. 69. 240%increase in social networking app access year over year in the US (comScore) Social Media Marketing Program Mobile Social Media
  70. 70. 60%of all mobile internet usagespent on social networking (Ground Truth) Social Media Marketing Program Mobile Social Media
  71. 71. Why Do PeopleUse Mobile Social Media? 71
  72. 72. Let’s ask Spiderman Howdy. Social Media Marketing Program Mobile Social Media
  73. 73. Spidey, why are you into mobile social media? Ummmm... Social Media Marketing Program Mobile Social Media
  74. 74. He’s not that eloquent. I’ll just tell you. Thanks! Social Media Marketing Program Mobile Social Media
  75. 75. First, he does it to connect… Social Media Marketing Program Mobile Social Media
  76. 76. He connects with hisfriends who are nearby. Social Media Marketing Program Mobile Social Media
  77. 77. BatmanSuperman Social Media Marketing Program Mobile Social Media
  78. 78. He connects with his broader networks digitally. Social Media Marketing Program Mobile Social Media
  79. 79. He connects with Places . People representing those places Moments in time Social Media Marketing Program Mobile Social Media
  80. 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. 81. Self Esteem @Superman Social Media Marketing Program Mobile Social Media
  82. 82. AltruismMobile social mediaoffers way for people to offer support to others. Social Media Marketing Program Mobile Social Media
  83. 83. Fun Spiderman Social Media Marketing Program Mobile Social Media
  84. 84. Curiosity Spiderman can get useful information about local businesses from his friends. Superman Superman Social Media Marketing Program Mobile Social Media
  85. 85. Memory Social Media Marketing Program Mobile Social Media
  86. 86. All have something in common Social Media Marketing Program Mobile Social Media
  87. 87. They’re all intrinsic motivators Social Media Marketing Program Mobile Social Media
  88. 88. Social Media Marketing Program Mobile Social Media
  89. 89. Some motivators are extrinsic Social Media Marketing Program Mobile Social Media
  90. 90. They make it clearwhat’s in it for Lenny $ $ Social Media Marketing Program Mobile Social Media
  91. 91. This includes… Money/ Goods $ $ Social Media Marketing Program Mobile Social Media
  92. 92. This includes… $ $Badges Social Media Marketing Program Mobile Social Media
  93. 93. This includes… $ $Points Social Media Marketing Program Mobile Social Media
  94. 94. This includes… $ $ Bling! Social Media Marketing Program Mobile Social Media
  95. 95. One little problem… Social Media Marketing Program Mobile Social Media
  96. 96. As extrinsic rewards are emphasized… Social Media Marketing Program Mobile Social Media
  97. 97. …Marketers run the risk ofdepleting consumers’ intrinsic motivation. Social Media Marketing Program Mobile Social Media
  98. 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. 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. 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. 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. 102. How People AreUsing Mobile Social Media 102
  103. 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. 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. 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. 106. Panasonic & Skype turn living room into chatroom Social Media Marketing Program Mobile Social Media
  107. 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. 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. 109. And what about the tablet? Well, not this one… Social Media Marketing Program Mobile Social Media
  110. 110. No, not that tablet either! Social Media Marketing Program Mobile Social Media
  111. 111. Damn you, Google Image Search! Social Media Marketing Program Mobile Social Media
  112. 112. It’s semi-mobile: a stationary device, used whenyou’re at the airport, home, or… Social Media Marketing Program Mobile Social Media
  113. 113. …the beauty salon. Steve, love the coif! Social Media Marketing Program Mobile Social Media
  114. 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. 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. 116. The Role of the Store• Why use MSM: Information, deals, fun• Key connections: location, friends, products
  117. 117. Check-ins have been around a long time. FIRST ME N CHECK INTO MO ON Social Media Marketing Program Mobile Social Media
  118. 118. Jump to today, where Bravo and Sephora creativelypromote virtual and tangible location-based rewards Social Media Marketing Program Mobile Social Media
  119. 119. Starbucks augments reality in a promotion withBrightKite Social Media Marketing Program Mobile Social Media
  120. 120. SCVNGR drives interaction via challenges Social Media Marketing Program Mobile Social Media
  121. 121. Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users Social Media Marketing Program Mobile Social Media
  122. 122. Shopkick kickstarts semi-automatic check-ins Social Media Marketing Program Mobile Social Media
  123. 123. Prepare for a new wave of social shopping Social Media Marketing Program Mobile Social Media
  124. 124. Apps beget apps: Beerby builds on Foursquare tofind and share good beer near you Social Media Marketing Program Mobile Social Media
  125. 125. Feeling lucky, punk? Assisted Serendipity showsgender ratios of local hotspots based on check-ins Social Media Marketing Program Mobile Social Media 125
  126. 126. The Role of the Product• Why use MSM: Utility, fun• Key connections:Products, brands, location, network
  127. 127. I’m a Barcode Hero Social Media Marketing Program Mobile Social Media
  128. 128. It’s a contentious kingdom Social Media Marketing Program Mobile Social Media
  129. 129. Stickybits turns objects into conversation pieces Social Media Marketing Program 129 Mobile Social Media
  130. 130. Foodspotting: all about checking out (dishes) Social Media Marketing Program Mobile Social Media
  131. 131. The Future ofMobile Social Media 131
  132. 132. Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move forward”
  133. 133. 4G will further accelerate usage of MSM – it’s theequivalent of faster broadband online Social Media Marketing Program Mobile Social Media
  134. 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. 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. 136. More MSM usage means more scary stories (take II) PLEASE ROB ME Social Media Marketing Program Mobile Social Media
  137. 137. Mobile devices come with their perils… Watch the hilarious video (part of a great series) Social Media Marketing Program Mobile Social Media
  138. 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. 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. 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. 141. All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes) Social Media Marketing Program Mobile Social Media
  142. 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. 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. 144. Whoa! Get all that?Social Media Marketing Program Mobile Social Media
  145. 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. 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. 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
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