Being socialdigital mediaseminar_bcn_20110608_v3


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Presentation held by Michael Eriksson on Digital Media Seminar in Barcelona about how to implement social media into mobile apps for marketing

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  • The presentation will cover:Short intro GG – 3 slidesApp insights -3 slides3 case studies for Lynx, Malibu and CippiCritical success factors for a viral campaignEngagement – social sharing (physical and virtual)Widely distributed - appstoresApp needs to work on all platforms (so you can share with anyone even if they dont have an iPhone/android = 20% of the population)
  • Objective to build brand awareness and more specifically to engage with digitally literate 15 to 24 year old Italians. Vigorsol’s advertising annually shocks and surprisesDistributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloadingSupported on 80% of all mobile phones in EuropeVigorsol’s advertising annually shocks and surprises
  • Being socialdigital mediaseminar_bcn_20110608_v3

    1. 1. Michael Eriksson, CCO<br />
    2. 2. “Social Media is like teenage sex, <br />everyone wants to do it but nobody really knows how”<br />
    3. 3. This is why...<br /><ul><li> More than 500million active users on Facebook
    4. 4. Average user is connected to 80 community pages, groups and events
    5. 5. Average user creates 90pieces of content each month
    6. 6. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    7. 7. People spend over 700billion minutes per month on Facebook
    8. 8. 140million Tweets per day
    9. 9. 460,000new accounts per day over the last month on average
    10. 10. Mobile users are up 182percent over the past year</li></li></ul><li>Mobile & Social Media<br />“mocial”<br />
    11. 11. Insights...<br />
    12. 12. Top 10 App Categories (US)<br />
    13. 13. Mobile is already social…<br />
    14. 14. According to a Nielsen study, mobile social networking usage has increased by 240 percent in a year, and 60 percent of all mobile Internet usage is spent on social media networks, whether it is a personal blog, Facebook or Twitter.<br />It is no coincidence that the No. 1 game in the world so far in 2011 has multiple social features within the app.<br />App engagement and usability increases considerably when users can connect with each other over shared interest.<br />With social features embedded into mobile apps, users want to use them more. The social app gets hot: Downloads can rise up to 45 percent with the benefit of a social component.<br />
    15. 15. Not without my apps…<br />18% of smartphone owners check social network apps before getting up in the morning<br />20% do a last check in bed before going to sleep at night<br />
    16. 16. 2011: <br />More than 250 million active users currently access Facebook through mobile<br />
    17. 17. 33% of Facebook posts come from mobile<br />People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users<br />
    18. 18.
    19. 19.
    20. 20. Sharing is caring...<br />
    21. 21. Make it easy to share...<br />Make sure there is as little as possible preventing the user from sharing.<br /><ul><li>Clear what is shared
    22. 22. Integrate with phone experience (contacts, Facebook, etc..)
    23. 23. Meaningful to share</li></li></ul><li>Be available on all devices...<br />Worldwide Smartphone Sales to End Users by Operating System in 2Q10<br />The app must work on my friends phone for me to share!<br />Mobile web as fallback.<br />
    24. 24. ...and on all app stores<br />
    25. 25. Include sharable content<br />App generated content<br /><ul><li>Game Score
    26. 26. Pictures</li></ul>Pre-produced Content<br /><ul><li>News/ Integrated blog
    27. 27. Videos
    28. 28. Fun Facts</li></li></ul><li>Mobile Store/ Product Catalogue<br />Pre-produced Content<br />Picture Manipulation<br />Game Scores<br />App Generated Content<br />
    29. 29. Insight: Sex does matter<br />Women share information of common interest.<br />Women share to<br />”build community”<br />Men will share content that positions themselves as ”experts”<br />
    30. 30. Share and likebuttons<br />Make brand, products and services likable<br />
    31. 31. Show up on users’ newsfeeds<br />Users commit to brand/ product/ content<br />Users and their friends interact with your brand<br /> Raisescuriousity for your brand<br /> Users create “peer pressure” effect for you<br /> Friendsrecommendations are reliable<br />“I'll have what she's having”<br />Levi’s increased traffic 40xby implementing Facebook Like<br />
    32. 32. Use Social Networks for sign up<br /><ul><li> Avoid annoying sign up procedures
    33. 33. Tie in social network information immediately</li></li></ul><li>Classical Case Studies...<br />
    34. 34. Lynx Effect<br />CHALLENGE - The BBH brief from BBH was to produce a fun, innovative and award winning campaign based on the Lynx Effect brand campaign online. BBH provided about 20 ideas to start with which were then enhanced over time.<br />Solution:<br /><ul><li>Mobile flirting tools for boys as part of the campaign including Lynx FX (Soundboard), Fit Girlfinder, Perfect Man Revealed, Say Cheese, Spin the Bottle and Chat-up Lingual.
    35. 35. Also include wallpapers and videos of how to use the service
    36. 36. Distributed across the line including SMS shortcode, Mobile Website, Viral, Community Seeding and Side Loading</li></li></ul><li>50% viral<br />Lynx Effect<br />
    37. 37. Lynx Stream<br />After creating an event, Lynx Stream pulls Fotos, Videos, Facebook posts, Tweets and Check-ins into one compiled & sharable stream<br />Remembers your nights better than you<br />
    38. 38. Vigorsol Air Action<br />Distributed via Web, Mobile Web, Vodafone Italy, MMS campaign, viral and community seeding / sideloading.<br />80% viral<br />
    39. 39. Vigorsol Air Action<br />Winner of three International awards.<br />Mobile Agency of the year 2008<br />Best use of mobile in branding 2008<br />Facts:<br /><ul><li>Launched June 2007 in Italy
    40. 40. Far exceeded expectations with over 4m registered downloads to date
    41. 41. Over 250.000 ringtones, video tones and animations downloaded
    42. 42. Shown on two Italian TV shows
    43. 43. Resulted in the launch of a mobisode series the following year</li></ul>Best use of mobile – BIMA awards 2007<br />Immature Application Of The Year Award 2007<br />
    44. 44. Malibu Island Bowling<br />Client – Malibu Kahlua (USA)<br />IPhone and java based bowling game to promote Malibu’s two flavors, coconut and melon.<br />Game launched and available in the USA and Canadian AppStore with over 5m downloads<br />80% of users played multiplayer with a friend promoting the game further<br />Features:<br /><ul><li>Malibu branded bowling game
    45. 45. User bowls against Malibu bottles instead of pins
    46. 46. Modes for one and two players
    47. 47. Selection of the ball (coconut or melon)
    48. 48. Selection of game background (one of five)</li></li></ul><li>Heineken’s Star Player<br />Let fans interact in real time during Champion’s League games<br />8 chances to predict whether a team will score within the next 30 seconds...<br /><ul><li> pop quiz' moments at slow moments in play
    49. 49. users can form leagues with friends</li></li></ul><li>Words with Friends<br />
    50. 50. Other ways to Mocial...<br />
    51. 51. MultiBrandplatforms & LocationBased Offers<br />
    52. 52. GroupMe<br />Group Messaging service for groups of up to 25 people <br />Featured Groups: suggested topics around which groups can form <br />If users form a group around those brands, they can opt in to get special offers, enter contests, sneak previews and event reminders<br />
    53. 53. Motribe<br />Empowers users and brands to build and manage their own mobile social network<br /><ul><li>Chat and community
    54. 54. Photosharing
    55. 55. Mobile Blogs</li>