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How the Mobile Web Will Change Communications - IABC Conference 2012

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Advertising has gone mobile, and these mobile channels are relatively inexpensive and can bring big returns. This presentation reviews the latest online marketing tools that consumers will increasingly access on the go. The session offers insights into the specific marketing applications of Foursquare, Gowalla, Yelp and TripAdvisor.

You will learn:

• How to effectively target consumers via their mobile phones.

• The specific uses of different marketing applications.

• How to tie all of your marketing efforts together for greater impact.

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How the Mobile Web Will Change Communications - IABC Conference 2012

  1. 1. UP NEXTHow the Mobile Web willChange CommunicationsEd Schipul | www.schipul.com | @eschipul
  2. 2. Connecting People
  3. 3. 50,000 Years Ago
  4. 4. Personal Anthropology
  5. 5. Along Comes the Smart Phone
  6. 6. Externalized Evolution
  7. 7. LET’S TALK...• How 2 Talk (Tell Them How)• Photography/Video• Location-based apps• Asynchronous Play www.flickr.com/photos/10659687@N03/2522221074/
  8. 8. Changes in Communication http://www.flickr.com/photos/juditk/4638497438
  9. 9. Damn You Auto-Correct!
  10. 10. Get to the Point: How to Communicate
  11. 11. Meet Hannagan Photos thanks to: www.time.com
  12. 12. Flash: Julius Fleischman justdropped dead on a polo field here.Don’t forget Miami Beach dateline.
  13. 13. “The Hannagan Method”19382012 www.flickr.com/photos/bratha/3212438828 http://www.lasvegassun.com/history/video/
  14. 14. April 30, 2012
  15. 15. Roosters + Explosionswww.flickr.com/photos/abcdz2000/4443413327
  16. 16. flickr.com/photos/8903928@N05 MOBILE YOU: 2012
  17. 17. www.flickr.com/photos/sshb/4087836286 www.flickr.com/photos/gimar/5222418518 WE ARE ON THE GO
  18. 18. http://www.flickr.com/photos/chrism70/1363581821 MORE CHANNELS, LESS ATTENTION
  19. 19. A NEWKIND OFPHONETIME
  20. 20. www.flickr.com/photos/gimar/5222418518The Dinner Table
  21. 21. SteganographyCarmen breaks up with her boyfriend. Posts: ‘Always Look on the Bright Side of Life’Mom: “you seem happy!”Friends: “OMG, what’s wrong?” - danah boyd, phd http://www.flickr.com/photos/eschipul/7096786049/Source: http://www.zephoria.org/thoughts/archives/2010/08/23/social-steganography-learning-to-hide-in-plain-sight.html
  22. 22. WE LIKE OURSELVES
  23. 23. CHICAGO KNOWS IT
  24. 24. PICS OR IT DIDN’T HAPPEN
  25. 25. Photos = Social Objects Social objects are the reason two people are talking to each other. You’re either creating them or you’re not. And if you’re not, you will fail, end of story. http://gapingvoid.com/so/
  26. 26. INSTAGRAM
  27. 27. INSTAGRAM CHICAGO
  28. 28. Timing vs. QualityRealtime = Win
  29. 29. http://www.flickr.com/photos/33917831@N00/114430223/http://www.flickr.com/photos/95572727@N00/219537913/ http://www.flickr.com/photos/36521955290@N01/827264/ LOCATION LOCATION LOCATION BASED APPS
  30. 30. Insiderpages Yelp CitysearchREVIEWS = SOCIAL! ! ! ! ! ! ! ! ! ! CURRENCY
  31. 31. YELP.COM = POWERFUL! ! ! ! ! ! ! ! ! ! STUFF!
  32. 32. TRIPADVISOR www.tripadvisor.com• Plan and book your vacation• Read/Write reviews of hotels, restaurants, etc.
  33. 33. Sobrino de Botin
  34. 34. GOOGLE PLACESgoogle.com/places • Determines where you location shows up in local search results • Claim & optimize your listing
  35. 35. KLIK Mobile Facial Recognition in Real Time
  36. 36. FOURSQUARE www.foursquare.com • Giant market share • Offers analytics to learn about your customers better • Gaming element (badges) makes it FUN! • Great for large conferences and events too
  37. 37. flickr.com/photos/stignygaard/7220404362/ ASYNCHRONOUS PLAY
  38. 38. WORDSWITHFRIENDS
  39. 39. DRAWSOMETHING20 MillionDownloads inFive Weeks
  40. 40. EXPERIENCES
  41. 41. WHAT WE TALKED ABOUT• The Great Leap Forward - Again• How 2 Talk (Tell Them How)• Photography/Video• Location-based apps• Asynchronous Play www.flickr.com/photos/10659687@N03/2522221074/
  42. 42. Ed SchipulEmail: eschipul@schipul.comBlog: www.eschipul.comFlickr: www.flickr.com/eschipulTwitter: www.twitter.com/eschipulSlideshare: www.slideshare.net/eschipul

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