The document discusses predictions for mobile social media in 2011, highlighting the anticipated launch of mobile advertising services by major platforms like Facebook and Twitter, as well as new features that will enhance user interaction based on location. Key developments include the integration of mobile capabilities by Google and Facebook's planned acquisition of Shazam to facilitate content sharing through image recognition. The growing importance of proximity marketing and geotagging in social platforms like Foursquare, Twitter, and YouTube is also emphasized as part of the evolving mobile advertising landscape.

1. Mobile Social Media
Predictions
for 2011
- Webster Lewin.

2. 01. Facebook, Twitter and YouTube will all launch mobile
advertising services not based on mobile banners.
The big opportunity in mobile advertising is delivering content and experiences relevant to where
people are right now, i.e., proximity marketing. Brands must create ad units that don’t feel like
advertising, which is possible as long as it’s not disruptive, relates to their social network and based on
where consumers are and what they like.
02. Places will become the primary mobile advertising
channel for Facebook.
Places does what Foursquare and Gowalla have been doing for a while, but right now it’s pretty
generic. Business owners can claim a Place but they can’t target ads to people who have checked in at
their locations. There’s no word yet how ad units will work (e.g., pop up or show at the top of a list), but
it’s a safe bet they’ll be similar to what exists now in Foursquare.
03. Google will include dynamic rendering for mobile
devices in their goo.gl URL shortening service.
Google search can create mobile optimized versions of any Web page now; it should be easy for them
to add it to their URL shortening service. Tweeters, for example, could then use single links that would
work for desktop and mobile devices.
04. Apple will reach agreements with Facebook and
Twitter to allow Ping to integrate with both.
Currently Ping exists outside other social networks, but that can’t last forever. Once it’s integrated
to allow people to broadcast activities and bring in contacts, it will become a highly valuable social
network.
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3. 05. The Facebook mobile app will include a new feature
that lets you update your status by pointing your
phone’s camera at a television or movie screen.
The technology already exists to take image recognition beyond still pictures. Just as Shazam
identifies and tags music for posting to Facebook and Twitter, you’ll soon be able to do the same thing
with digitized videos and movies. No typing required; just point your phone at the screen and you’re
done.
06. Facebook will buy Shazam.
Facebook is eager to move beyond the blue and white website. They’ll acquire more companies
and give people more ways to engage and update their statuses while watching TV and movies and
listening to music (see above). Who knows? The next version of Shazam could allow you to update
your status by sampling the audio at a live concert.
07. Foursquare will reach 20 million users worldwide
and offer even more services for brick-and-mortar
merchants, including “specials” tied to existing loyalty
programs.
Forward thinking merchants already support Foursquare specials and collect analytics via Foursquare
for business. Some have even linked Foursquare to loyalty programs activated with key fobs and cards
swiped at checkout. Big brands who want to invest more and get more will want to link to the actual
check-in when consumers enter the store so they can offer here-and-now specials based on past
purchase behavior.
08. Twitter will serve up promoted tweets with local
businesses’ locations to mobile users.
Twitter skews very mobile and is very brand oriented, so advertisers use it to feed promoted tweets
in consumer searches. What’s next? An option that allows advertisers to tweet brand followers who
come within a certain distance of their locations with prominent messages consumers are sure to see.

4. 09. YouTube will launch location features that allow users
to geotag video uploads.
You’ve been able to geotag photos uploaded on Flickr and other photo sharing services for years. It
only makes sense for geotagging for videos to soon follow suit.
10. Social augmented reality applications will be the next
big thing in mobile social media, letting you see where
your friends have been and what they posted to social
networks while they were there.
It’s the new way to browse the world. Point your phone at the TV to tell your social network what you’re
watching and get their comments on your handset screen. Point it down the street to show where you
are, find out who’s been there and what they have to say about it. Content will be location enabled as
more Facebook updates come from mobile apps and Twitter adds location information to all posts.
Google’s working on it; Facebook and Yahoo probably are too.
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