Bricks + Mobile 2011 - The Ultimate Digital Marketing Combo
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Beer and pizza. Milk and cookies. Popcorn and movies. Some things make fantastic combos – just like social media and mobile. While each is an effective channel on its own, the intersection of the two creates considerably marketing opportunity. Why? Industry stats show that 150+ million mobile users are on Facebook alone. Mobile Facebook users are twice as active than non-mobile users. And 60% of all mobile internet usage is spent on social networking sites. In other words, the Internet is really becoming the “Socialnet,” and its mobile denizens are driving its growth! But are you capitalizing on this potent pairing? This session will discuss how brands can best combine the power of social media and mobile to reach their target audiences. We’ll cover innovative ways brands are leveraging the two today, case studies of the duo’s success in action, and secrets to developing an effective mobile and social strategy. But be ready to take some notes as we’ll be delivering best practices to make it all work. Overall, you’ll walk away with an understanding of why mobile and social media create a combo not to be missed!
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Bricks + Mobile 2011 - The Ultimate Digital Marketing Combo
- 1. Mobile and Social The Ultimate Digital Marketing Combo Kathleen Skerry, Senior Social Media Innovation Lead, iProspect Aubrie LaMar, Senior Account Manager, iProspect
- 3. The combination of social and mobile provides unprecedented opportunity to connect and engage with consumers while driving key business goals.
- 4. Social & Mobile in Action
- 11. Before You Hit the Ground Running…
- 12. It all starts with Social Business Goals Social Media Strategy Social/Mobile Strategy Competitive Analysis Social/Mobile Tactics Social Media Tactics Brand Insights Target Audience Measurement Plan Resource Allocation Social Monitoring/ Insights Optimization Plan Mobile Monitoring/ Insights Mobile Monitoring/ Insights
- 13. 3 Reasons Mobile & Social Make the Perfect Combo
- 17. Influence purchase behavior and drive sales
- 19. Leverage the mobile platform and features of existing social networks
- 20. Augmented Reality creates a unique So’Mo experience Mobile features have evolved Yelp’s social networking value proposition
- 22. Ensures accurate information is available – Claim your listings
- 24. Who Have Put Their So’Mo Strategies in Action?
- 25. Jimmy Choo Trainer Hunt
- 27. ABC Grey’s Anatomy iPad Experience
- 28. Best So’Mo Practices 3
- 30. Where on the social web are your customers congregating?
- 31. What devices are they using?
- 33. Do you have the right resources in place?
- 35. Deals, promotions, digital content, messaging?
- 36. Are you able to take advantage of the specific features that mobile allows
- 38. Understanding the evolving relationship between these emerging platforms presents unprecedented opportunities
- 40. In Case You Were Hungry… Mobile Bakery Gourmet Mac & Cheese Modern Street Food Pure Deliciousness
Editor's Notes
- Consumers don’t think of social and mobile separately so why should marketers
- Consumers don’t think of social and mobile separately so why should marketers
- Twitter part of every day digital lifeMention of Food Trucks festival via 4SqWent to 4Q for more, wasn’t a lot of information so I used my iPhone to get more info – directions, etcIn just a matter of minutes we went from having nothing to do to being on the road and on our way
- Continued to use our mobile devide and our social connections to keep up informed throughout our daySuggestion – Crepes Bonaparte (featured on the Food Network show)Roaming Hunger was a personal favorite, and I wanted to share my experience my checking in to Facebook Places (not tied to just one social network) – when I did I was greeted with a bonus which led me to actually engage more with the brand, made me feel special and let me to spending more money
- They find commonality and develop relationships based on place, time, events, and other contacts.When it comes to social interaction on mobile, consumers are moving faster than marketers – they are there, but are you? Expansion of 4G Growth of smartphone adoption Market penetration for new devices (iPad, Galaxy, etc) Continued dominance of social behavior
- Entire day fueled my the powerful combination of social and mobile. When it comes to social interaction on mobile, consumers are moving faster than marketers Expansion of 4G Growth of smartphone adoption Market penetration for new devices (iPad, Galaxy, etc) Continued dominance of social behavior
- You first need to have a strong social strategy in place before you can build mobile execution. Social is the underlying foundation of your so’mo strategy
- When it comes to social interaction on mobile, consumers are moving faster than marketers Expansion of 4G Growth of smartphone adoption Market penetration for new devices (iPad, Galaxy, etc) Continued dominance of social behavior
- 51% of mobile users access social content almost every dayAdd peer influence bullet
- Social Networking is the fastest-growing mobile content category in the U.S.
- Suggesting products, offering discounts, or other activities can help influence purchase behavior and drive sales
- When it comes to social interaction on mobile, consumers are moving faster than marketers Expansion of 4G Growth of smartphone adoption Market penetration for new devices (iPad, Galaxy, etc) Continued dominance of social behavior
- MENTIONS – Facebook DealsFacebook had 150 million mobile users in 2010. Up from 65 million in 2009.Each of those 150 million mobile users create twice the daily activity of desktop users.Mobile Twitter usage up 347% from January 2009-201040% of all tweets come from mobile users
- LBS aren’t new, and they’re note for everyone, but it’s important to claim your brand before someone else doesGetting Started:Establish your location Add a welcome message/promotion Start engaging with customers via networks Real time monitoring for maximum return
- MENTIONS – Facebook DealsConsumer based
- When it comes to social interaction on mobile, consumers are moving faster than marketers Expansion of 4G Growth of smartphone adoption Market penetration for new devices (iPad, Galaxy, etc) Continued dominance of social behavior
- GOAL: Create buzz around the launch of Jimmy Choo’s new line of trainersuse Foursquare to generate online conversations about the Jimmy Choo sneakers and to make people buy them.Wanted to combine online and offline efforts and experiences4k people participatedWidely publicized – 33% increase in sales after coverage
- Chili’s offering free chips and salsa for every foursquare checkin. This is a great offer for both Chili’s and foursquare. The cost is low to Chili’s, but it’s worth the effort for a customer to check in. Once users check in they alert their friends on foursquare, and often Facebook and Twitter as well. That serves as great viral marketing for Chili’s. For foursquare it’s another high profile national brand offering a benefit that’s available to any user — even one using the app for the first time.These include Flash Specials – the first people who arrive after a certain time get a special discount; Friends Specials – check-in with three Foursquare friends, for example, to get a certain deal; Swarm Specials – check-in with a large group; Newbie Specials – deals for the first time you check-in; and of course, Mayor Specials.
- So what? Think of new and innovative ways to enhance your customer’s brand interaction through the unique characteristics of a mobile deviceGrey’s is using the second-screen experience to make the first screen more compellingThe iPad’s microphone uses the audio watermark to sync the app to the show. App showcases interactive content in real time, based on what is happening on screen. Mobile device connects viewers with not only the show but also other fans creative a collective and communal viewing experience
- When it comes to social interaction on mobile, consumers are moving faster than marketers Expansion of 4G Growth of smartphone adoption Market penetration for new devices (iPad, Galaxy, etc) Continued dominance of social behavior
- Social and Mobile ChampionsWhat are your social and mobile goals? Do they overlap? Who are your social and mobile champions?Are your social and mobile budgets integrated? Who will be responsible for analyzing the effectiveness and opportunities of your so’mo strategy? Do you have the resources to effectively watch, monitor, and respond to your so’mo activity?
- What’s your one thing?Do you have something unique to offer your so’mo audience? (Deals, promotions, digital content, messaging?)Are you able to take advantage of the specific features that mobile allows (location features, built-in cameras/video etc)
- The way people are interacting online is increasingly more social, and how they are accessing the social web is increasingly more mobileUnderstanding the evolving relationship of these emerging platforms and how to best reach consumers through this always on medium presents brands with significant new opportunities to connect with consumers. Creating a so'mo strategy is essential for brands looking to stay connected to and build relationships with its audience.