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Bridging the Real and Virtual Worlds The Next Evolution of Social and Mobile Marketing Georgiana Cohen Tufts University June 12-13, 2011 #psuweb11 @radiofreegeorgy georgycohen.com

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Who am I?

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Who am I?

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Who am I?

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“ Bridging the Real and Virtual Worlds”

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“ Bridging the Real and Virtual Worlds” Huh?

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Who am I?

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Who am I?

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Who am I? X

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“ The people formerly known as the audience are those who were on the receiving end of a media system that ran one way , in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another— and who today are not in a situation like that at all . ” - Jay Rosen, June 27, 2006 http://archive.pressthink.org/2006/06/27/ppl_frmr.html

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http://www.flickr.com/photos/khrawlings/3454093660/ Ambient Intimacy “ Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to , because time and space conspire to make it impossible. … Who cares? Who wants this level of detail? Isn’t this all just annoying noise?

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Ambient Intimacy … There are a lot of us, though, who find great value in this ongoing noise . ... It makes us feel closer to people we care for but in whose lives we’re not able to participate as closely as we’d like. … It’s not so much about meaning, it’s just about being in touch .” Leisa Reichelt , Mar. 2007 http://www.flickr.com/photos/khrawlings/3454093660/

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“ We know this much: people want to be immersed . They want to get involved in a story , to carve out a role for themselves, to make it their own. But how is the author supposed to accommodate them? What if the audience runs away with the story? And how do we handle the blur —not just between fiction and fact, but between author and audience, entertainment and advertising, story and game?” - Frank Rose, March 8, 2011 http://www.wired.com/epicenter/2011/03/why-do-we-tell-stories/all/1

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Online life ↕ Offline life http://www.flickr.com/photos/oskay/3252191131/

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The future of marketing is CONTEXT

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The future of marketing is CONTEXT (You can tweet that)

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http://www.flickr.com/photos/velorowdy/2018680371/

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Alignment & Convergence

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http://www.flickr.com/photos/duchamp/11553112/

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http://www.flickr.com/photos/wscullin/3770015203/

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http://www.flickr.com/photos/wscullin/3770015203/ <ul><li>Message architecture </li></ul><ul><li>“ Prioritized brand attributes that </li></ul><ul><li>stem from a shared vocabulary” </li></ul><ul><li>Style guide </li></ul><ul><li>Editorial calendar </li></ul><ul><li>Content strategy </li></ul><ul><li>Via Margot Bloomstein </li></ul><ul><li>http://www.slideshare.net/mbloomstein/tuning-in-your-multichannel-content-strategy </li></ul>

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http://instagr.am/p/EznGB/ (credit: @tsand)

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http://www.conferencecenterblog.com/2010/12/14/how-to-host-a-tweet-up-your-conference/

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<ul><li>March 2011: Google ditches QR codes for NFC (near-field communication) </li></ul>http://www.flickr.com/photos/shinythings/150802801/

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<ul><li>March 2011: Google ditches QR codes for NFC (near-field communication) </li></ul>http://www.flickr.com/photos/shinythings/150802801/

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Real-Time

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Physical Attendance Digital Attendance Digital Non-Attendance Physical Non-Attendance Event Layers

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(This is an experience.)

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(This is an experience.)

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(This is an experience.)

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“ No longer do we have to wait to relive the episode at the water cooler tomorrow. The water cooler is online now.” - Susan Murphy, “ TV Is Not Dead ,” March 23, 2011

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“ People think bin Laden is hiding in the Hindu Kush, but did you know that every day from 4 to 5 p.m. he hosts a show on C-SPAN?” - Seth Meyers, Apr. 30

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Number of times user saw hashtag before using it # of users tweeting with particular hashtag http://media.twitter.com/1284/hashtag-repetition According to a 2011 Cornell Study, “you need to see a hashtag four or five times before It really clicks.” Takeaway: “If you use a hashtag, repeat it.”

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“ Our work with TV partners… shows that broadcast prompts like hashtags on-air immediately drive double to ten-fold increase in activity on Twitter. ” - Chloe Sladden, Twitter Media , May 3, 2011

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http://blogs.umflint.edu/universityrelations/2011/04/20/live-tweeting-at-the-critical-issues-forum/

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Multichannel, Contextual Content

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http://www.flickr.com/photos/dantaylor/4733270921/

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http://www.flickr.com/photos/dantaylor/4733270921/ &quot;Now, with smart phones and location awareness and tablets, you've got multiple screens speaking to each other…

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http://www.flickr.com/photos/dantaylor/4733270921/ … You're going to see a lot of the most interesting things in advertising happening with that.“ - Teresa Iezzi, Creativity NPR, Jan. 17, 2011

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http://www.flickr.com/photos/dantaylor/4733270921/

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http://thedaveeffect.blogspot.com/2011/04/starbucks-you-sly-devil.html

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Location, Location, Location

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<ul><li>We check in so we can </li></ul><ul><li>Share </li></ul><ul><li>Organize </li></ul><ul><li>Be part of a collective experience </li></ul><ul><li>Enable serendipity </li></ul><ul><li>Activate “game layer” </li></ul>

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This isn’t a place… … or is it?

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Location… … Experience

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Check-ins are the grappling hooks for social experiences

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CONTEXT ↑ What makes something an experience

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“ The check-in converts location to place, which is far more semantically rich than simple location, and it is real-time — it means ‘I’m here now.’” Jeff Holden, Pelago (makers of Whrrl ), Oct. 2010 * = bought by Groupon in April 2011 The Physical World Web

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“ It is truly the first location-aware album in the sense that it is a work of authored music -- different melodies, different rhythms, different instrumentation, and different songs entirely are to be heard at their designated locations .”

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<ul><li>“ Right time, right place </li></ul><ul><li>marketing.” - Leslie Poston </li></ul><ul><li>http://www.slideshare.net/geecheegirl/get-jazzed-for-location-based-ideas-on-foursquare-day </li></ul>

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“ I was at a place in the Lower East Side of New York… I checked in, and Foursquare was like, the last time you were here was October 2008… There's something awesome about that. It's the beginning of augmented memory. The last time you were here was with these people, at this event.” Dennis Crowley, Foursquare, Apr. 2011 ‘ Augmented Memory’

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(PS - More on this at bit.ly/checking-in)

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Mobile, QR Codes and Augmented Reality

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Mobile http://www.flickr.com/photos/sirmightymac/3379793055/

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<ul><li>1.08B smartphones in use worldwide </li></ul><ul><li>Mobile sales eclipsed desktop sales in 2011 </li></ul><ul><li>29% would scan mobile tag to get coupons </li></ul><ul><li>Mobile pushes 200M views to YouTube daily </li></ul><ul><li>1/3 of Facebook users use FB mobile </li></ul><ul><li>1/2 of Twitter users use Twitter mobile </li></ul>http://www.flickr.com/photos/sirmightymac/3379793055/ Source: infographic by Microsoft Tag

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<ul><li>Web Content Strategy </li></ul><ul><li>For the Mobile Web </li></ul><ul><li>Deliver content in context (consider 5 Ws) </li></ul><ul><li>Context changes based on changing location, needs, etc. </li></ul><ul><li>Information first </li></ul><ul><li>Rapid content delivery </li></ul><ul><li>Layout/design/interface should support these </li></ul>http://www.flickr.com/photos/sirmightymac/3379793055/ More on this topic from CMSWire

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“ QR codes are portals from analog to digital. They are like secret passageways taking us from the ‘real’ to virtual world.” – Jason Urban, Printeresting, March 30, 2011 QR Codes

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<ul><li>March 2011: Google ditches QR codes for NFC (near-field communication) </li></ul>

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Why We Lose Our Hands by Chris Fritton “ This is a handmade book composed entirely of QR codes readable only by mobile phone apps. One long poem in 11 segments. ”

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2011: Google ditches QR codes for NFC (near-field communication) More on mobile tagging: http://www.psfk.com/ future-of-mobile-tagging

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Augmented Reality

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<ul><li>March 2011: Google ditches QR codes for NFC (near-field communication) </li></ul>http://bits.blogs.nytimes.com/2011/04/07/augmented-reality-comes-closer-to-reality/

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Low-tech augmented reality http://www.contentious.com/2011/04/10/practical-example-of-low-tech-augmented-reality-my-phones-camera/

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<ul><li>March 2011: Google ditches QR codes for NFC (near-field communication) </li></ul>http://www.flickr.com/photos/myklroventine/1875049949/

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http://www.flickr.com/photos/myklroventine/1875049949/ To sum up… What matters? -> Context -> Alignment What’s best? -> Whatever works What’s next? -> ???

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Thank you! Questions? Slides and more information: http://bit.ly/bridgingit @radiofreegeorgy georgycohen.com