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David Berkowitz VP Emerging Media 360i @dberkowitz [email_address] blog: MarketersStudio.com
 
From: David Berkowitz To: CET World Relive this presentation  over and over again! http://bit.ly/cetw2011
Get yer playbooks right here 360i.com/socialcommerce
Going where few mobile social media users have gone before…
Table of contents ,[object Object],[object Object],[object Object],[object Object],[object Object],Note: Check the Speaker Notes on SlideShare, or the notes field in the download, for added context
7.2B 7.4B
 
1. Social Fashion 5. Putting ME in RecomMEndations 2. Tag, You’re It 3. Interactive TV 6. Social Context 7. Geo-Gaming  4. Q&A 8. Augmented REALity 9. Near Field Community 10. Facial Recognition
What does it mean for  real people?
Fortunately, I found some. Well, I found Lenny Legoman… Hi!
Fortunately, I found some. Well, I found Lenny Legoman… … and he recruited a few friends.
DISCLAIMERS No ninjas were harmed during the creation of this presentation.  LEGO images are via  http://minifigures.lego.com   (except for Lenny Legoman, a name of my own device,  and I found him on Google Image Search by looking for  ‘ lego man white background’ and winding up at  http://www.exhibitoronline.com/exhibitormagazine/images/june07/itw/legoman.jpg  ). LEGO is not a current client of this presenter nor his agency, though this presenter played with quite a bit of LEGO as a kid and still thinks it’s pretty awesome, even if he doesn’t know how on Earth someone would spend hundreds of dollars on one of their more advanced sets.  These opinions have not been vetted by anyone, including the presenter himself. In some alternative universe cupcakes are good for you. I prefer real ninjas to social media ninjas.
 
Lenny’s challenge How do I figure out what to wear?!?!?
[object Object],[object Object],Mobile social 101: start with Facebook
m
 
 
 
Mirror, mirror tweeting on the wall…
Reality check If these apps get me more compliments when I go out,  I’m going to be hooked! Make it work!
 
Lenny’s challenge How do I organize all this stuff I’m sharing?
[object Object]
[object Object]
It’s like the HSBC “Different Values” campaign where the same image has different meanings to different people
 
 
Reality check Tags seem like  a lot of work… unless they help me  make sense of  my world.
 
Lenny’s challenge When I’m watching TV, how do I share  stuff and see what others are saying?
 
The messy middle…
400
Mobile TV watching is a very social experience Source: Yahoo / Nielsen
The present and near-future: use mobile apps to sync up with TV allowing for interactive content and sharing
 
 
Reality check I’m as big a channel surfer as there is, and TV’s far more fun when my phone  makes it social.
 
Lenny’s challenge Who can I ask questions that matter to me right now?
 
 
Reality check Any answers I get better be faster than Google or Siri, and even more relevant.
 
Lenny’s challenge Why do I get the  same recommendations as my grandpa? What’s wrong with deals for 50% off your next  Bingo tournament?
 
 
Wisdom app
Reality check My phone is personal, so any recommendations better be all about ME.
 
Lenny’s challenge How can I find out if friends or people I should know are nearby?
Javits Sonar
 
Reality check It takes a lot to weird me out, and this stuff weirds me out.
 
Lenny’s challenge How can mobile games feel totally relevant wherever I am?
 
 
 
 
 
 
Reality check Geogaming’s for geeks, but if it becomes part of Angry Birds or Words with Friends, I’ll be hooked.
 
Lenny’s challenge How can I…  umm… augment stuff? IDK.
 
 
Airwalk
 
Reality check I know a few things  about augmentation,  but this is over my head. Make it fun or useful  and skip the jargon.
 
Lenny’s challenge How can I really interact with any place or object right where I am?
Survey says… “ 2011 is — finally — the year that near field communication begins to matter.  The market will finally move away from the trial stage in regions where NFC infrastructure is in place.” Forrester Research 2011 Mobile Trends report
 
 
 
Reality check Does this work on my 1983 Motorola DynaTAC? If not,  I’ll use NFC when I get around to upgrading.
 
 
Lenny’s challenge How can facial  recognition work when all our faces look the same?
Lenny’s challenge How can facial  recognition work when all our faces look the same?
Utility
Matchmaking
Substitutions
Branded content in-store
Branded content via mobile
 
Reality check I will make great sacrifices for no one to find out who I am.
1. Social Fashion 5. Putting ME in RecomMEndations 2. Tag, You’re It 3. Interactive TV 6. Social Context 7. Geo-Gaming  4. Q&A 8. Augmented REALity 9. Near Field Community 10. Facial Recognition
Thank you! ,[object Object],[object Object],[object Object]
Appendix: Links from this talk This is the best looking appendix I’ve ever examined!
Appendix: Links from this talk This is the best looking appendix I’ve ever examined! Let me know if you need an appendectomy.
Links from this presentation (page 1 of 3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Links from this presentation (page 2 of 3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Links from this presentation (page 3 of 3) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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10 Incredible Mobile Social Trends That Will Change Your Life

Editor's Notes

  1. Two of the biggest shifts in consumer behavior are converging to radically alter buying behavior.  Customers are relying on friends’ and strangers’ feedback at every stage of the shopping process while constantly sharing their own opinions and content.  Meanwhile, as most mobile users adopt smartphones, it’s easier than ever for customers to make purchase decisions on the go – though that may mean they’re purchasing from your competitors.  Get past the hype and buzzwords and uncover ten of the most important trends sitting at the intersection of mobile and social media.  By the tenth one, you’ll be better prepared to embrace the year ahead and explore the trends that matter most to you. Image courtesy of http://minifigures.lego.com
  2. Yes, it’s the end of the day. This is how you must feel. http://safetycomfort.org/wp-content/uploads/2010/12/larson_brain_full1.jpeg http://safetycomfort.org/tag/monastic/
  3. http://playbook.360i.com http://www.360i.com/socialcommerce
  4. Why I’m here…. I go where few people would venture… from uploading pictures from an airplane bathroom to checking in at a cemetery (it wasn’t actually a funeral, for the record) MyMobile Munchies – food truck on Long Island "I love Berkowitz. That guy tries EVERYTHING, so I don't have to.” – Dave Griner on my Facebook wall
  5. Overarching theme: Mobile integration – it’s all mobile. It’s all social. AWESOME. Social fashion: Go Try It On, Opinionaided Tag, You’re It (Instagram, Pinterest, etc) Interactive TV. Tada! We did it! A Q for every A: Opinionaided, Localmind Personalized recommendatinos Social Context: Sonar GeoGaming!: Traveler’s Quest, Dokobots, Gumshoe Augmented REALity gets REAL (finally!) NFC! NFC! NFC! (Ummm? Okay.) – Real-world check-ins, social loyalty (maybe combine with QR – you can’t touch this- oh yes you can) Facial recognition (creepy!) (cool!) Possible extra theme: mobile social health – The Eatery, etc?
  6. Gartner: 7.4 billion mobile connections in 2015 http://www.gartner.com/it/page.jsp?id=1759714 Cisco: 7.1 billion mobile connected devices in 2015 http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html People on earth Mobile devices THE MEGATREND It’s all mobile - # of mobile devices to hit 7 billion
  7. This social media stuff’s pretty hot too
  8. Social fashion: Go Try It On, Opinionaided Tag, You’re It (Instagram, Pinterest, etc) Interactive TV. Tada! We did it! A Q for every A: Opinionaided, Localmind, Localresponse Personalized recommendations: Alfred, Foursquare, Fondu, etc Social Context: Sonar GeoGaming!: Traveler’s Quest, Dokobots, Gumshoe Augmented REALity gets REAL (finally!) NFC! NFC! NFC! (Ummm? Okay.) – Real-world check-ins, social loyalty (maybe combine with QR – you can’t touch this- oh yes you can) Facial recognition (creepy!) (cool!)
  9. http://minifigures.lego.com
  10. http://www.mobilemarketer.com/cms/news/commerce/6567.html
  11. Go Try It On – www.gotryiton.com – try on outfits using a mobile app and get feedback from the community
  12. The votes are in and it’s a clear winner
  13. Fashism – www.fashism.com – another way to get feedback on what you’re wearing – used by fashionistas and some surprising people too
  14. So really, how hot is this?
  15. In-store social sharing; mobile activation is on friends’ devices http://www.nedap-retail.com/fashion/intelligent-mirror http://socialcommercetoday.com/on-tweet-mirrors-up-close-and-personal-forbes-bbc-on-social-commerce-video/
  16. Tim Gunn: http://www.advocate.com/Arts_and_Entertainment/Entertainment_News/Tim_Gunn_Book_on_Celibacy,_Antigay_Dad/
  17. Boxes: http://www.containerstore.com/shop/ourNewStorageCollections?productId=10029584&N=80369
  18. Tags are a way to color your world with your own perspective. http://www.30rockquotes.net/seasons/season_5/30rockquotes_college.cfm
  19. Tags are a way to color your world with your own perspective. http://www.30rockquotes.net/seasons/season_5/30rockquotes_college.cfm
  20. It’s like HSBC’s “Different Values” campaign where the same image has different meanings to different people. Chocolate ad (and many others) http://chrisnsue.files.wordpress.com/2010/02/screen-shot-2010-02-26-at-11-15-42-pm.png http://chrisnsue.wordpress.com/2010/02/28/more-different-values-of-hsbc/ Puppy ad http://chrisnsue.files.wordpress.com/2009/12/hsbc-dog.jpg http://chrisnsue.wordpress.com/2009/12/19/the-different-values-of-hsbc/
  21. Pinterest – tag what you love Pinterest – pinning www.pinterest.com
  22. http://web.stagram.com/hot/ Instagram hashtags add even more color to photos
  23. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Detective
  24. http://media.photobucket.com/image/lego%20tv%20mfs/Dhizmoraxe/LDDScreenShot22.png?o=1
  25. Old model: everyone’s at home watching TV - http://ocw.mit.edu/courses/history/21h-126-america-in-depression-and-war-spring-2003/related-resources/lect11_5.jpg Next idea: interactive TV – didn’t work as planned Now: interactive TV is really here thanks to all the sharing that goes on via mobile devices
  26. http://www.livedigitally.com/wp-content/uploads/2010/09/WebTV.jpg Interactive TV in the 1990s didn’t quite work as planned
  27. http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic/ YouTube stats: YouTube mobile gets over 400M views a day (up 3x year/year), representing 13% of our daily views http://www.youtube.com/t/press_statistics
  28. http://advertising.yahoo.com/industry-knowledge/mobile-shopping-insight.html Via Yahoo/Nielsen
  29. http://mashable.com/2011/04/06/intonow-discussions/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Mashable+%28Mashable%29#12279Discussions Discuss what you’re IntoNow – tag what you’re watching, get relevant content
  30. http://i1-win.softpedia-static.com/screenshots/Sticker-Book-6-Superheroes_1.png GetGlue – get stickers for interacting
  31. Shazam’s listening When Old Navy aired this commercial in summer 2011, it was the third most popular recording that was Shazam’ed that week This can make TV more valuable when it becomes so accountable
  32. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  33. www.localmind.com Local Q&A: the best minds are local minds… sometimes (it doesn’t quite work as planned but I love the idea)
  34. The whole tooth and nothing but the tooth http://www.opinionaided.com/ Get opinions about anything on your mind, and vote on others – it can be addictive
  35. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  36. Alfred by Clever Science attempts to offer more personalized recommendations as it learns what you like http://www.alfredmobile.com/
  37. Foursquare
  38. The Wisdom app from MicroStrategy tells you more info about your friends
  39. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  40. Sonar – www.sonar.me – finds people you know or are connected to at different venues
  41. www.ban.jo – see when your friends are close
  42. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  43. It’s great playing games with the real world – wait, not this Real World… Image: http://justjared.buzznet.com/photo-gallery/343991/real-world-key-west-speedo06/fullsize/
  44. Traveler’s Quest – that’s what I mean – my latest addiction. Dig and bury virtual treasures in real locations, and the value of the treasures increase the further you take them. http://kittycode.com/products/travelersquest/
  45. Traveler’s Quest – that’s what I mean – my latest addiction. Dig and bury virtual treasures in real locations, and the value of the treasures increase the further you take them. http://kittycode.com/products/travelersquest/
  46. Dokobots: collect robots near you, and give them batteries to travel http://dokobots.com/
  47. Life is Crime – Mafia Wars using real world locations http://redrobotlabs.com/games.html
  48. Gumshoe – do missions based on your Foursquare check-ins, incorporating your friends http://itunes.apple.com/us/app/gumshoe./id449515280?mt=8 http://playgumshoe.com/
  49. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  50. Keep your sights set on Layar Vision – create augmented reality layers over anything, anywhere
  51. Aurasma http://www.youtube.com/watch?v=GBKy-hSedg8 www.aurasma.com Use AR to make print and other forms of media far more immersive and interactive
  52. Using Goldrun, Airwalk created a pop-up store in NYC for limited edition shoes. You could actually buy these shoes through the app. http://www.bestadsontv.com/files/print/2010/Nov/32618_Airwalk_Pop_Up_NY.jpg http://www.bestadsontv.com/ad/32618/Airwalk-Pop-up
  53. http://www.digitalbuzzblog.com/new-balance-urban-dash-challenge-app/ Quotes: Here is a pretty cool new campaign from New Balance to promote their first Flagship store in New York. To do it, they’ve created the “Urban Dash” iPhone app that challenges you to find hundreds of virtual batons throughout New York, before running to the new flagship store while still in possession of that baton. Each day they are releasing 20-30 batons, and if you make it to the store with one, you’ll score a free pair of New Balance 574 Shoes instantly, but if you manage to collect the most virtual batons out of everyone in NYC, you’ll take home an exclusive 14k Gold Baton worth over $20k! However, it won’t be easy… anyone else with the app will see where you are with the baton, and if they can get close enough to you, they’ll be able to take it from you.
  54. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  55. http://www.mobilemarketer.com/cms/news/research/8882.html
  56. http://techcrunch.com/2011/02/11/via-nfc-japanese-social-network-mixi-first-to-let-users-like-real-world-items/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+Techcrunch+(TechCrunch) Mixi: All the world’s an NFC check-in Application Ideas (via Mixi) NFC friend request Distribute coupons using NFC embedded POP at store front Avoid “virtual check-ins” Via NFC: Japanese Social Network Mixi First To Let Users “Share” Real-World Items Posted: 11 Feb 2011 02:51 AM PST Japan has always been the land of mobile . As such, it’s no big surprise that the country’s biggest social network, Mixi (JP, 23 million members), sees 25 of its 29 billion monthly page views coming from cell phones. And according to Mixi, it’s now the first social network that lets users share information with friends through NFC technology on Android handsets. Last year already, Mixi added two functions to its mobile site, which NFC is supposed to boost: Mixi Check In (which works much like Facebook Places) Mixi Check (essentially the same as Facebook’s Share function) The NFC-powered versions are named “Mixi Real Check In” and “Mixi Real Check”. NFC (Near Field Communication) technology makes it possible to exchange data between devices in close proximity to each other. Mixi Real Check In allows you to check in to places by tapping their Android phone on an NFC tag in the real world to share your location with your Mixi friends in real-time. These tags, which cost a few cents and can contain any kind of information (i.e. a URL or Twitter handle), can be attached to a wall or poster in a store or restaurant, for example.
  57. http://www.slideshare.net/touchatag/nfc-rfid-urban-game-using-the-touchatag-contactless-service It can be a game too via Touchatag’s Capture the Flag spinoff, Capture the Tag – you tap your device to show you’re there
  58. http://www.engadget.com/2011/05/26/google-wallet-vending-on-nexus-s-hands-on/ Coke pilots NFC vending machines – buying your friend a Coke takes on whole new meanings
  59. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  60. http://25.media.tumblr.com/tumblr_kzg4q4A2yZ1qbqaa7o1_500.jpg http://legoexpress.tumblr.com/post/477122916/via-120ct-colors
  61. http://25.media.tumblr.com/tumblr_kzg4q4A2yZ1qbqaa7o1_500.jpg http://legoexpress.tumblr.com/post/477122916/via-120ct-colors
  62. Coca-Cola Israel did a fun program at an amusement park allowing teens attending to ‘check in’ via facial recognition http://www.simplyzesty.com/facebook/coca-cola-use-facebook-face-recognition-technology-for-latest-campaign/
  63. At Get Your FaceMate, matches are made based on people who look alike – but not so closely alike that they’re siblings
  64. https://market.android.com/details?id=com.cartoonizer.free.mobile.app&rdid=com.cartoonizer.free.mobile.app&rdot=1&pli=1 For those of you who loved Who Framed Roger Rabbit , here’s your chance to be a Toon in Toontown.   The Tides Group recently released the latest version of their Android App “Cartoonizer Free .”  With over 10K downloads, it’s pretty fantastic.  Cartoonizer is a photo edition tool that provides users with the capabilities to cartoonize their photos.  What does it mean to ‘Cartoonzie’ a photo you say? Well, Cartoonizer uses the Face.com Face Recognition API to detect and recognize the position of the facial features of the person in the photo, and then it automatically adds the features to a cartoon image.  Voila! Face.com’s API is so powerful and accurate that it provides information on gender, head rotation in the 3 axis, whether the person is smiling, and if the individual is wearing glasses. The Cartoonizer Free app uses all this information to automate the process of cartoonizing photos.  Once this cartoonization process is complete, the user can also add more features to the photo and edit all the facial features. For example, the user can edit the hue, contrast, brightness and saturation of each element, and make it match with the skin color of the person in the photo. Imagine if your bugged out Roger Rabbit-like eyes weren’t the proper shade of red and white?  Not a problem with Cartoonizer.   Cartoonizer is now available in the Android Market .  For you, it’s free.
  65. Kraft is pioneering in-store kiosks using facial recognition. Of course, a lot of the features – with the exception of the product sampling itself – could come right from the phone rather than a kiosk. http://www.psfk.com/2011/01/kraft-vending-machine-suggests-recipes-using-facial-recognition.html
  66. http://www.kate-upton.com/2011/06/30/kate-upton-staring-contest/ Sobe did a Kate Upton ‘staring contest’ using a webcam, and also a mobile app. The webcam version detects whether you’re making eye contact.
  67. The mobile app uses a gimmick with the accelerometer, but it’s easy to see facial recognition playing a role here as processing power improves on mobile devices.
  68. http://minifigures.lego.com/en-us/Bios/Zookeeper.aspx#Surfer%20Girl
  69. Social fashion: Go Try It On, Opinionaided Tag, You’re It (Instagram, Pinterest, etc) Interactive TV. Tada! We did it! A Q for every A: Opinionaided, Localmind, Localresponse Personalized recommendations: Alfred, Foursquare, Fondu, etc Social Context: Sonar GeoGaming!: Traveler’s Quest, Dokobots, Gumshoe Augmented REALity gets REAL (finally!) NFC! NFC! NFC! (Ummm? Okay.) – Real-world check-ins, social loyalty (maybe combine with QR – you can’t touch this- oh yes you can) Facial recognition (creepy!) (cool!)