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Bricks + Mobile 2011 - The Ultimate Digital Marketing Combo


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Beer and pizza. Milk and cookies. Popcorn and movies. Some things make fantastic combos – just like social media and mobile. While each is an effective channel on its own, the intersection of the two creates considerably marketing opportunity. Why? Industry stats show that 150+ million mobile users are on Facebook alone. Mobile Facebook users are twice as active than non-mobile users. And 60% of all mobile internet usage is spent on social networking sites. In other words, the Internet is really becoming the “Socialnet,” and its mobile denizens are driving its growth! But are you capitalizing on this potent pairing? This session will discuss how brands can best combine the power of social media and mobile to reach their target audiences. We’ll cover innovative ways brands are leveraging the two today, case studies of the duo’s success in action, and secrets to developing an effective mobile and social strategy. But be ready to take some notes as we’ll be delivering best practices to make it all work. Overall, you’ll walk away with an understanding of why mobile and social media create a combo not to be missed!

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Bricks + Mobile 2011 - The Ultimate Digital Marketing Combo

  1. 1. Mobile and Social<br />The Ultimate Digital Marketing Combo<br />Kathleen Skerry, Senior Social Media Innovation Lead, iProspect <br />Aubrie LaMar, Senior Account Manager, iProspect<br />
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  3. 3. The combination of social and mobile provides unprecedented opportunity to connect and engage with consumers while driving key business goals.<br />
  4. 4. Social & Mobile in Action<br />
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  11. 11. Before You Hit the Ground Running…<br />
  12. 12. It all starts with Social<br />Business Goals<br />Social Media Strategy<br />Social/Mobile Strategy<br />Competitive Analysis<br />Social/Mobile Tactics<br />Social Media Tactics<br />Brand Insights<br />Target Audience<br />Measurement Plan<br />Resource Allocation<br />Social Monitoring/ Insights<br />Optimization Plan<br />Mobile Monitoring/<br />Insights<br />Mobile Monitoring/<br />Insights<br />
  13. 13. 3<br />Reasons Mobile & Social Make the Perfect Combo<br />
  14. 14. Build Brand Awareness & Consideration<br />Expose your brand through social networking<br /><ul><li>By checking-in users are directly (or indirectly) becoming brand advocates
  15. 15. Leverage social connections to drive new business from people who didn’t even know they were looking for you</li></li></ul><li>Connect & Engage with Customers<br />Connect with your customers on a more personal level<br /><ul><li>Respond and create a one-on-one dialogue
  16. 16. Better understand your customers needs and wants</li></li></ul><li>Maximize the Right Now Opportunity<br />Reach customers where they are with the most effective messaging<br /><ul><li>Communicate with customers who are close by…maybe even in your location right now
  17. 17. Influence purchase behavior and drive sales
  18. 18. Build and encourage brand loyalty</li></li></ul><li>Social Networks have Mobilized<br />
  19. 19. Leverage the mobile platform and features of existing social networks<br />
  20. 20. Augmented Reality creates a unique So’Mo experience<br />Mobile features have evolved Yelp’s social networking value proposition<br />
  21. 21. Location Based Services offer engagement opportunities for you and your customers<br /><ul><li>Are Location Based Services right for you and your customers?
  22. 22. Ensures accurate information is available – Claim your listings
  23. 23. Low cost of entry to claim/own your business</li></li></ul><li>LBS have evolved from game play to a fully realized social experience<br />Promotions & Deals<br />Location information<br />Branding opportunity<br />User reviews<br />
  24. 24. Who Have Put Their So’Mo Strategies in Action?<br />
  25. 25. Jimmy Choo Trainer Hunt<br />
  26. 26. Chili’s Foursquare Initiatives<br />
  27. 27. ABC Grey’s Anatomy iPad Experience<br />
  28. 28. Best So’Mo Practices<br />3<br />
  29. 29. #1: LISTEN & LEARN<br />It’s not about you…<br /><ul><li>Who is your target audience?
  30. 30. Where on the social web are your customers congregating?
  31. 31. What devices are they using?
  32. 32. What are your customers talking about?</li></li></ul><li># 2: PREPARE & PLAN<br />Get your house in order…<br /><ul><li>Are your goals and budgets aligned?
  33. 33. Do you have the right resources in place?
  34. 34. Who will be responsible for your so’mo success?</li></li></ul><li>#3: Be Uniquely You<br />Know who you are…<br /><ul><li>What do you have to offer?
  35. 35. Deals, promotions, digital content, messaging?
  36. 36. Are you able to take advantage of the specific features that mobile allows
  37. 37. Location features, built-in cameras/video, etc.</li></li></ul><li>Social & Mobile Make the Perfect Combo<br /><ul><li>Online interaction is more social; accessing the social web is more mobile
  38. 38. Understanding the evolving relationship between these emerging platforms presents unprecedented opportunities
  39. 39. Creating a so'mo strategy is essential for brands looking to stay connected to and build relationships with its audience</li></li></ul><li>Kathleen Skerry<br />Senior Social Media Innovation Lead, iProspect<br /><br />Aubrie LaMar<br />Senior Account Manager, iProspect<br /><br />
  40. 40. In Case You Were Hungry… <br />Mobile Bakery<br />Gourmet Mac & Cheese<br />Modern Street Food<br />Pure Deliciousness<br />