Mobile Maturity: How Accountability Based Influence Evolves Consumers and Commerce

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This is a talk I did for a Wall Street Journal Digital Conference in NYC based on a Mashable article I wrote on the idea of ABI or Accountability Based Influence.

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  • “What does this mean for mobile? Why am I talking about ABI in the context of your phone?” Idea - your identity and your social graph are intimately linked to your cellphone and location.
  • You are where you are. Location plus what you buy, what you say to your social graph = a form of identity.
  • In terms of marketing budget for mobile - please stop saying, “We don’t have much of a mobile marketing budget this year.” Everything is your mobile marketing budget.
  • Google goggles – idea of visual search being used for people + the GPS “voice”. You walk into a bar and say, “search for nearby blondes” then voice says, “you have reached your destination, but four people have complained about her on twitter and….”
  • Location, social, and wallet. Evolution of personal identity. Atlantic Article - it’s not that relevant what you say, it’s what you do. Focus again on ABI, which is focused on actions versus words. Putting it all together, it becomes clear that the current NFC support discovered in the Google Plus Android app is only the beginning. Future updates to the app could expand the support to enable things like NFC-based check-ins, or NFC smart posters that link to business pages. Oh wait, Google already has those. It makes sense that this could then be tied into the Google Plus service, like so: Tap a poster, visit the Google Place page, check in at the business, share to Google Plus.
  • http://news.cnet.com/8301-1023_3-20073681-93/foursquare-amex-team-up-for-deals/ June 23, 2011 Foursquare users with American Express accounts can now receive discounts due to a partnership between the two companies. Following a small test conducted in March, Foursquare is unveiling a program across the country that lets people get money back on their AmEx cards when checking in at stores and paying for promoted deals with their cards. To tap into the deals, people must first sync up their AmEx cards with their Foursquare accounts at a designated Web page. They can then check in at participating merchants to unlock deals and load them directly to their credit cards. After paying for the item with their AmEx card, users will see credit applied to their account in a few days, according to Foursquare. To kick off the new program, Foursquare is offering deals with two retail chains. Spend $75 at H&M and you'll get $10 back on your card. Spend $50 at Sports Authority and receive $20 back in return. New Yorkers can also get back some savings by dining at several New York City restaurants, including Blue Smoke, Union Square Cafe, Untitled (at the Whitney), and The Modern. Foursquare said more businesses will soon join the program. The deal with AmEx is Foursquare's largest partnership yet, according to The New York Times. The move is designed to help bring Foursquare and similar location-based networks into the mainstream. Foursquare, which launched in March 2009, reached the 10 million user mark this month. Foursquare won't see any revenue from the AmEx program, but the company hopes it will lure in other "more lucrative" partnerships, the Times noted. Read more: http://news.cnet.com/8301-1023_3-20073681-93/foursquare-amex-team-up-for-deals/#ixzz1UXwNAohu
  • American Express Launches "Link, Like, Love" on Facebook -- First-Ever Platform to Deliver Deals, Access and Experiences Based on Cardmember "Likes" and Interests Cardmembers Link Their American Express Cards, Choose From Exclusive Coupon-less Deals and Experiences, Receive Statement Credits and Special Rewards American Express Also Unveils "Go Social" Offer Tool for Small Businesses to Distribute Coupon-less, Location-Based Cardmember Offers in Facebook Places and Other Digital Platforms
  • 650 million users. 10% of them spend money on FB credits, fees begin to pile up. It’s why Goldman Sachs is helping them with IPO.
  • 650 million users. 10% of them spend money on FB credits, fees begin to pile up. It’s why Goldman Sachs is helping them with IPO. Mention Contact conference.
  • 650 million users. 10% of them spend money on FB credits, fees begin to pile up. It’s why Goldman Sachs is helping them with IPO.
  • 650 million users. 10% of them spend money on FB credits, fees begin to pile up. It’s why Goldman Sachs is helping them with IPO.
  • Catalytic Philanthropy - GE example
  • GE Example
  • For marketers and individuals - link what you do, and what can be measured to who you are. Identify your core value proposition by what you do, sell, or produce. It’s okay if it’s expensive (example from Geneva with watch brand, etc)
  • Mobile Maturity: How Accountability Based Influence Evolves Consumers and Commerce

    1. Mobile Maturity: How Accountability Based Influence Evolves Consumers and Commerce John C. Havens @johnchavens
    2. <ul><ul><li>Who I Am </li></ul></ul><ul><ul><li>Founder/Principal of Transitional Media </li></ul></ul><ul><ul><li>Former EVP, Social Media for Porter Novelli </li></ul></ul><ul><ul><li>Author, Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand </li></ul></ul><ul><ul><li>Former VP, Business Development for BlogTalkRadio </li></ul></ul><ul><ul><li>Guide to Podcasting for About.com (Original Guide) </li></ul></ul><ul><ul><li>Professional Actor for 15 years in NYC </li></ul></ul>
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    5. Accountability Based Influence (ABI)
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    11. How can we* evolve? *We = Brands + Individuals
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    19. Visual Search
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    28. What does all this mean for marketers?
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    30. How can we evolve?
    31. Catalytic Philanthropy
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    33. Accountability Based Influence (ABI)
    34. Will your actions speak louder than your words ?
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    36. Who? Who? Who? Who?
    37. I really wanna’ know.
    38. John C. Havens [email_address] @johnchavens

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