This is a primer on mobile social media, including statistics, how people are using it, why people use it, and the future of mobile social media. While specific technologies and stats will change with any given month, the trends should prove to be more enduring.
Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.
Why Mobile Social Media Matters - Statistics, Trends, Technologies
1. Why Mobile Social Media Matters Shortened link to share this: http://slidesha.re/mo_so Get the link to this presentation! Text BERKO to 66937 now powered by David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 dberkowitz@360i.com Twitter: @dberkowitz / @360iBlog: MarketersStudio.com / blog.360i.com
2. About this presentation 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.’ While the statistics, technologies, and tactics will change with each passing month, the broader trends should be more enduring. Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose. If you wish to share this, feel free to use http://slidesha.re/mo_so as it’s been pre-shortened for your convenience. I’m honored that you’re taking the time to review this. Thank you so much. = David Berkowitz 2
3. Best. Agenda. Ever. A few words about your guest 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) Awesome!
4. If you remember 3 things… Mobile social media is already mainstream Tap into consumers’ intrinsic motivation All mobile’s going social
7. NEW in September 2010 Download 360i’s Playbooks: Mobile: mobileplaybook.360i.com Social: playbook.360i.com
8. 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.
10. A Tale of Two Doughnuts 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. This experience, made possible by mobile social media, led to a much more memorable outing.
19. Review of the types of mobile social media Online social networks on mobile devices Share content via social channels Connect mobile sites & apps with social networks Mobile social networks Location-based check-in services Sharing and streaming content Social gaming
61. Motivation Bubble Ahead I refer to this as the Motivation Bubble, which may prove dangerous long-term. (Read more here).
62. The danger is that consumers will be trained like Pavlov’s dogs, learning to salivate for rewards, not because they are truly motivated.
63. 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.
64. The good news: The upside is external rewards can be part of an overall program that still emphasizes intrinsic wants.
66. 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 Circus reference.)
70. 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.
71. 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 (HotPotato was here but was acquired by Facebook.)
98. More MSM usage means more scary stories (don’t let the hype and backlash overshadow the bigger usage trends)
99. More MSM usage means more scary stories (take II) PLEASE ROB ME
100. Mobile devices come with their perils… Watch the hilarious video (part of a great series)
101. 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
102. RFID, NFC expand opportunities Radio 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 a number of my social network profiles. Geeky? Yes. Impractical? Yes. But you’ll see lots more where this is coming from.
103. RFID, NFC expand opportunities, take II 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.
104. All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes)
105. All media becomes mobile social media BBC makes the news more social, Yowza does so for coupons, and Wazecrowdsources traffic reports
106. Recap of trends for the future 4G will further accelerate MSM Hyperpassivecheckins complement the hyperactive More MSM usage means more scary stories Think beyond the phone RFID, NFC expand opportunities All media becomes mobile social media 106
108. If you remember 3 things… Mobile social media is already mainstream Tap into consumers’ intrinsic motivation All mobile’s going social
109. ? In lieu of live Q&A, post or tweet comments and we’ll continue the conversation. !
110. Thank you! David Berkowitz dberkowitz@360i.com Twitter: @dberkowitz / @360i Blog: MarketersStudio.com / blog.360i.com LinkedIn: linkedin.com/in/dberkowitz Shortened link to share this: http://slidesha.re/mo_so Download 360i’s Mobile Playbook: http://mobileplaybook.360i.com
Editor's Notes
Mashable montageFoursquare checkin map – animateAchievementsBarron of Centennial PlaceKing of Cookies Also of disinfectantsMayor of (somewhere fun)Published author 140bio bookMet my wife on an online dating site, found my apartment from a broker we found on LinkedIn, got my job in part because I was a blogger
Mashable montageFoursquare checkin map – animateAchievementsBarron of Centennial PlaceKing of Cookies Also of disinfectantsMayor of (somewhere fun)Published author 140bio bookMet my wife on an online dating site, found my apartment from a broker we found on LinkedIn, got my job in part because I was a blogger
http://playbook.360i.comReplace mobile POV with mobile playbook
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 wallBranding in un
I remember the doughnuts even more because of the experience with my friends
Left: Be The One for restorethegulf.comRight: Demo app for The Varsity, with a button to share
CauseWorld
Apple Game Center
62% still say landline phones are necessities http://www.plumbing-ditton.co.uk/imagefolder/tumble%20dryer%20pic.jpg
Image from Snuggle.comhttp://images.intomobile.com/wp-content/uploads/2010/07/verizon-guy.jpg
90% higher via mobile webMore than 100 point increase compared to next closest category (news, then sports, bank accounts, weather)
Compares to 8% overall - US only33%of location-based app users strongly agree that friendsand family ask for their opinionbefore making a purchase(Forrester Research)
http://media.photobucket.com/image/parchment/sbbeverly/old_crackly_parchment_texture_by_Te.pngMake sure to read right to left
Even then it was understood, with the first known check-in, that location comes first. What was true then is true now – it’s a major tenet of mobile social media, far beyond the check-in. http://media.photobucket.com/image/parchment/sbbeverly/old_crackly_parchment_texture_by_Te.png
It’s bigger than check-ins = Connect people to each other, to a place, to a moment in time, to their networks not present there, and to others in their society, and to business ownersLego man http://www.exhibitoronline.com/exhibitormagazine/images/june07/itw/legoman.jpgChef http://s3files.core77.com/blog/images/30_years_legoman_08.jpgYou are here http://www.effectspecialist.com/imagesSP/map-pinpoint.jpg
Decide = ego or self-esteem
Old man http://supertoys.co.uk/catalog/images/5614-1.jpghttp://www.justbricks.com.au/products/7280-LEGO®-Straight-and-Crossroad-Plates.html#
Some motivators are extrinsicMona Lisahttp://blogs.knoxnews.com/mason/Lego10.jpgLibrary http://30.media.tumblr.com/tumblr_kv2ryfkCH21qapxx6o1_500.jpgCalculator: http://www.geeky-gadgets.com/wp-content/uploads/2009/07/lego-calculator_1.jpg
MoneyBadgesPointsAnd of course, getting all blinged outTreasure chest http://www.firestartoys.com/ProductImages/3850/BIG/BIG/BIG/3850.jpgPurple pimp hat - http://www.itssotrue.com/wp-content/uploads/2009/03/purple_pimp_hat.jpgBadge http://www.pimall.com/nais/images/badge_m133.jpg
MoneyBadgesPointsAnd of course, getting all blinged outTreasure chest http://www.firestartoys.com/ProductImages/3850/BIG/BIG/BIG/3850.jpgPurple pimp hat - http://www.itssotrue.com/wp-content/uploads/2009/03/purple_pimp_hat.jpgBadge http://www.pimall.com/nais/images/badge_m133.jpg
MoneyBadgesPointsAnd of course, getting all blinged outTreasure chest http://www.firestartoys.com/ProductImages/3850/BIG/BIG/BIG/3850.jpgPurple pimp hat - http://www.itssotrue.com/wp-content/uploads/2009/03/purple_pimp_hat.jpgBadge http://www.pimall.com/nais/images/badge_m133.jpg
MoneyBadgesPointsAnd of course, getting all blinged outTreasure chest http://www.firestartoys.com/ProductImages/3850/BIG/BIG/BIG/3850.jpgPurple pimp hat - http://www.itssotrue.com/wp-content/uploads/2009/03/purple_pimp_hat.jpgBadge http://www.pimall.com/nais/images/badge_m133.jpg
As extrinsic motivation goes up, intrinsic motivation can go downI could pay everyone in this room $5 to sit through this presentation or raffle off an iPad, but then you’ll base the value of this talk on whether you want an iPad. Instead, with no direct financial incentive for you to stay in the room right now, you’ll base your experience on whether you learned something, connected with other people in your seats, or even had a good enough time this afternoon, all of which taps into your intrinsic motivation and makes you far more likely to get something out of it.
As extrinsic motivation goes up, intrinsic motivation can go downI could pay everyone in this room $5 to sit through this presentation or raffle off an iPad, but then you’ll base the value of this talk on whether you want an iPad. Instead, with no direct financial incentive for you to stay in the room right now, you’ll base your experience on whether you learned something, connected with other people in your seats, or even had a good enough time this afternoon, all of which taps into your intrinsic motivation and makes you far more likely to get something out of it.
Home: http://www.webwombat.com.au/finance_/articles/images/first-home-buyers.jpgCoke bottle; http://www.thecoca-colacompany.com/presscenter/img/imagebrands/downloads/lg_coca-cola_classic_bottle.jpgShow icons that trace a path:HOME: the TVA store A product (Coke bottle)Out and about (car)
The Role of the Living RoomWhy use MSM: Something to do while watching TVKey connections: to networks (remote), content http://www.youreviewelectronics.com/wp-content/uploads/2008/10/plasma-tv.jpg
http://www.futurescape.tv/report-social-tv.htmlhttp://www.futurescape.tv/about_reports/About_Social_TV.pdfSocial TV
Oh, come on!http://www.3ddepartment.com/wp-content/uploads/2010/06/fioricetsideeffects.jpg
It’s semi-mobile: a stationary device – like whenyou are sitting at the hair salonhttp://c0581522.cdn.cloudfiles.rackspacecloud.com/steve-jobs-with-the-ipad-apple-announces-launch-of-new-tablet-computer.jpghttp://sleekfly.com/content/steve-jobs-ipad-apple-announces-launch-new-tablet-computerhttp://www.beauty-salon-equipment.com/images/2100B_Hot_Spot_Dryer.jpghttp://www.austinneon.com/images/Beauty%20Salon.jpg
It’s semi-mobile: a stationary device – like whenyou are sitting at the hair salonhttp://c0581522.cdn.cloudfiles.rackspacecloud.com/steve-jobs-with-the-ipad-apple-announces-launch-of-new-tablet-computer.jpghttp://sleekfly.com/content/steve-jobs-ipad-apple-announces-launch-new-tablet-computerhttp://www.beauty-salon-equipment.com/images/2100B_Hot_Spot_Dryer.jpghttp://www.austinneon.com/images/Beauty%20Salon.jpg
This augmented reality extensionin the app BrightKite allows peopleto find stores selling VIA – a little gimmicky, but good branding
This augmented reality extensionin the app BrightKite allows peopleto find stores selling VIA – a little gimmicky, but good branding
SCVNGR encourages location-basedgameplay, with Challenges and Treksthat encourage participation withplaces and brands.
http://mobile.venturebeat.com/2010/03/02/booyah-location-virtual-goods/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+Venturebeat+(VentureBeat)H&M integrated its productsinto MyTown, much more agame than a check-in utility.
Yes, frightening stuff – but make sure you separate the hype fromwhat’s really going on www.nytimes.com/2010/08/22/science/earth/22parks.html?_r=2&th&emc=thhttp://latimesblogs.latimes.com/lanow/2010/08/frank-ryan-twitter-crash-heidi-montag-text-malibu-.html
http://techcrunch.com/2010/09/10/facebook-places-please-rob-meWe’ve been in contact with the Nashua police, and they confirmed that they while they have an ongoing investigation and have already made a number of arrests, the only Facebook link was that one of those arrested had a Facebook friend who posted about leaving town in the near future (which is why they believe that home was targeted) and it had nothing to do with Facebook Places. The police confirmed that the other burglaries had nothing to do with Facebook altogether.
Objects become applicationsRFIDNFC = near-field communications
Mobile pic - http://techcrunch.com/2010/09/01/ping-on-iphone/
BBC, Yowza, Waze
Mashable montageFoursquare checkin map – animateAchievementsBarron of Centennial PlaceKing of Cookies Also of disinfectantsMayor of (somewhere fun)Published author 140bio bookMet my wife on an online dating site, found my apartment from a broker we found on LinkedIn, got my job in part because I was a blogger