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Why Mobile Social Media Matters<br />Shortened link to share this:<br />http://slidesha.re/mo_so<br />Get the link to this presentation!<br />Text BERKO to 66937 now<br />powered by <br />David Berkowitz<br />Senior Director of Emerging Media & Innovation<br />360i<br />212.703.7257<br />dberkowitz@360i.com<br />Twitter: @dberkowitz / @360iBlog: MarketersStudio.com / blog.360i.com<br />

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About this presentation<br /> The following presentation was delivered as a keynote address at an event hosted by The Coca-Cola Company. It has been annotated and slightly modified; this is the ‘director’s cut.’<br /> While the statistics, technologies, and tactics will change with each passing month, the broader trends should be more enduring.<br /> Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.<br />If you wish to share this, feel free to use http://slidesha.re/mo_so as it’s been pre-shortened for your convenience.<br />I’m honored that you’re taking the time to review this. Thank you so much. = David Berkowitz<br />2<br />

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Best. Agenda. Ever.<br />A few words about your guest<br />Quantifying mobile social media<br />Defining MSM<br />Why people use MSM <br />How to avoid the Motivation Bubble<br />How people are using MSM<br />What’s coming in 2011+<br />Riveting Q&A (riveting comments?)<br />Ovation (standing optional)<br />Awesome!<br />

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If you remember 3 things…<br />Mobile social media is already mainstream<br />Tap into consumers’ intrinsic motivation<br />All mobile’s going social<br />

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a few words<br />about your<br />guest<br />(me)<br />

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Here’s 360i’s Emerging Media Lab in our NY office. See more on Mashable.<br />

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NEW in<br />September 2010<br />Download 360i’s Playbooks:<br />Mobile: mobileplaybook.360i.com<br />Social: playbook.360i.com<br />

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I explore mobile social media in places not everyone will go, from uploading Facebook photos mid-flight in airplane bathrooms to Foursquare venues some may consider taboo. Note on 4sq: the mayor, a food truck on Long Island, left a tip.<br />

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A few of my highest accolades<br />

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A Tale of Two Doughnuts<br />Using Facebook Places while at Voodoo Doughnut in Portland, OR, I found tips for great doughnuts. More importantly, I saw that my NYC friend Mike Lee was a block away at a Chinese restaurant and he met me while I was on line.<br />This experience, made possible by mobile social media, led to a much more memorable outing. <br />

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What isMobile Social Media?<br />11<br />

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Online social networks on mobile devices<br />

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Share content via social channels<br />

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Connect mobile sites & apps with social networks<br />

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Mobile social networks<br />15<br />

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Location-based check-in services<br />16<br />

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Sharing and streaming content<br />17<br />

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Social gaming<br />18<br />

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Review of the types of mobile social media<br />Online social networks on mobile devices<br />Share content via social channels<br />Connect mobile sites & apps with social networks<br />Mobile social networks<br />Location-based check-in services<br />Sharing and streaming content<br />Social gaming<br />

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QuantifyingMobile Social Media<br />20<br />

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150<br />million<br />mobile Facebook users<br />

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47%<br />Americans whosay cellphonesare necessities (via Pew)<br />59%<br />Americans whosay clothes dryersare necessities<br />

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WINNER!!!<br />

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240%<br />increase in social networking app<br />access year over year in the US(comScore)<br />

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60%<br />of all mobile internet usagespent on social networking(Ground Truth)<br />

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Why Do PeopleUse Mobile Social Media?<br />26<br />

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Let’s ask Lenny Legoman<br />Howdy.<br />

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Lenny, why are you into<br />mobile social media?<br />Ummmm...<br />

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He’s not that eloquent.<br />I’ll just tell you. <br />Thanks!<br />

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First, he does it to connect…<br />

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He connects with hisfriends who are nearby.<br />

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Lenny L was here<br />

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He connects with his broadernetworks digitally.<br />

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He connects with places.<br />

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He connects with the peoplerepresenting those places.<br />

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He also connects withmoments in time.<br />

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I was gonna say all that.<br />

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Beyond connecting,<br />there are many other reasons.<br />

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Self-esteem<br />

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@lenny_bricks_legoman<br />

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Altruism<br />

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Mobile social media offers way for people to offer support to others.<br />

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Fun<br />

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LLegoman<br />

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Intellectual Curiosity<br />

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Lenny can get useful information about local businesses from his friends.<br />Lenny L.<br />Lenny L.<br />

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Memory<br />

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All have something in common<br />

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They’re all intrinsic motivators<br />

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Some motivators are extrinsic<br />

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They make it clearwhat’s in it for Lenny<br />$ $<br />

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This includes…<br />Money/<br />Goods<br />$ $<br />

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This includes…<br />$ $<br />Badges<br />

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This includes…<br />$ $<br />Points<br />

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This includes…<br />$ $<br />Bling!<br />$<br />

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One little problem…<br />

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As extrinsic rewards are emphasized…<br />

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…Marketers run the risk of depleting consumers’ intrinsic motivation.<br />

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Motivation<br />Bubble<br />Ahead<br />I refer to this as the Motivation Bubble, which may prove dangerous long-term. (Read more here).<br />

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The danger is that consumers will be trained like Pavlov’s dogs, learning to salivate for rewards, not because they are truly motivated.<br />

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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 if marketers try to over-reward their consumers until there’s no intrinsic motivation left in the tank.<br />

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The good news:<br />The upside is external rewards can be part of an overall program that still emphasizes intrinsic wants. <br />

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How People AreUsing Mobile Social Media<br />65<br />

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A map of where we’ll travel today<br />Sorry Bil Keane!!<br />We’ll span the living room, stores, and products. <br />(The illustration’s a Family Circus reference.)<br />

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Why the living room matters<br />The Role of the Living Room<br /><ul><li>Why use MSM: Something to do while watching TV

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Key connections: networks, content </li></li></ul><li>Is this how TV goes social?<br />“Television is being replaced by the entertainment display.”<br />- Vizio co-founder Ken Lowe<br />

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Panasonic & Skype turn living room into chatroom<br />

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It’s not just Skype…<br />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.<br />

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Going from where you are to what you’re doing<br />This is one example of how consumers can use mobile social media while watching TV.<br />Left to right: Miso, GetGlue, Philo<br />(HotPotato was here but was acquired by Facebook.)<br />

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And what about the tablet? Well, not this one…<br />

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No, not that tablet either!<br />

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Damn you, Google Image Search!<br />

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It’s semi-mobile: a stationary device, used when you’re at the airport, home, or…<br />

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…the beauty salon. Steve, love the coif! <br />

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You won’t use a stationary device like you will a mobile device. Don’t try this at home.<br />

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Tablets add social integration opportunities. Below: ABC’s demo of its My Generation Sync iPad app <br />78<br />

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The Role of the Store<br /><ul><li>Why use MSM: Information, deals, fun

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Key connections: location, friends, products</li></li></ul><li>FIRST MEN CHECK INTO MOON<br />Check-ins have been around a long time.<br />

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Jump to today, where Bravo and Sephora creatively promote virtual and tangible location-based rewards<br />

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Starbucks augments reality in a promotion with BrightKite<br />

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SCVNGR drives interaction via challenges<br />

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Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users<br />

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Shopkickkickstarts semi-automatic check-ins<br />

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Prepare for a new wave of social shopping <br />

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Apps beget apps: Beerby builds on Foursquare to find and share good beer near you<br />

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Feeling lucky, punk? Assisted Serendipity shows gender ratios of local hotspots based on check-ins<br />88<br />

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The Role of the Product<br /><ul><li>Why use MSM: Utility, fun

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Key connections: Products, brands, location, network</li></li></ul><li>I’m a Barcode Hero<br />

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It’s a contentious kingdom<br />

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Stickybits turns objects into conversation pieces<br />92<br />

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Foodspotting: all about checking out (dishes)<br />

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The Future ofMobile Social Media<br />94<br />

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Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move forward”<br />

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4G will further accelerate usage of MSM – it’s the equivalent of faster broadband online<br />

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Hyperpassivecheckins complement the hyperactive<br />Apps like Future Checkin and Footprint Feed allow automated or “hyperpassive” checkins<br />

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More MSM usage means more scary stories (don’t let the hype and backlash overshadow the bigger usage trends)<br />

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More MSM usage means more scary stories (take II)<br />PLEASE ROB ME<br />

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Mobile devices come with their perils…<br />Watch the hilarious video<br />(part of a great series)<br />

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Think beyond the phone<br />Eye-Fi is a memory card that allows you to share photos directly from the camera, while Amazon’s Kindle also allows social sharing<br />

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RFID, NFC expand opportunities<br />Radio frequency chips and Near Field Communications will make it possible to apply mobile technologies to a wide range of devices.<br />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 a number of my social network profiles. Geeky? Yes. Impractical? Yes. But you’ll see lots more where this is coming from.<br />

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RFID, NFC expand opportunities, take II<br />At Coca-Cola Village in Israel,wristbands with RFID chips allowedattendees to check in at variousstations and share related contenton their Facebook profiles.Watch the video.<br />

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All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes)<br />

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All media becomes mobile social media<br />BBC makes the news more social, Yowza does so for coupons, and Wazecrowdsources traffic reports<br />

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Recap of trends for the future <br />4G will further accelerate MSM<br />Hyperpassivecheckins complement the hyperactive<br />More MSM usage means more scary stories<br />Think beyond the phone<br />RFID, NFC expand opportunities<br />All media becomes mobile social media<br />106<br />

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Whoa!<br />Get all that?<br />

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If you remember 3 things…<br />Mobile social media is already mainstream<br />Tap into consumers’ intrinsic motivation<br />All mobile’s going social<br />

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?<br />In lieu of live Q&A, post or tweet comments and we’ll continue the conversation.<br />!<br />

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Thank you!<br />David Berkowitz<br />dberkowitz@360i.com<br />Twitter: @dberkowitz / @360i<br />Blog: MarketersStudio.com / blog.360i.com<br />LinkedIn: linkedin.com/in/dberkowitz<br />Shortened link to share this:<br />http://slidesha.re/mo_so<br />Download 360i’s Mobile Playbook:<br />http://mobileplaybook.360i.com <br />