This document discusses new and mobile media technologies and their impact. It covers how social media platforms have enabled new apps and startups, how crowdfunding works, how mobile devices are changing video consumption and social interactions, and challenges for marketing professionals in this new environment. New technologies like geotagging and Google Glass are integrating mobile devices and location data with social media in new ways. Overall, social and mobile media are driving innovation but also create new challenges around information overload, authentic personal branding, and balancing online and offline interactions.

1. Chapter 7: New And Mobile
Media Technologies, Innovation
and Investment
By: The Chosen Ones
Julian Arias, Janelle Holland, Gabrielle Prendatt-Carter, Adriana
Moran, and Ihsaan Flemming

2. Introduction
● Pg. 129,“Twitter is the socialization of our inner lives.” - @UncleDynamite(2013)
● Have you ever thought how Amazon.com worked?
● Customer engagement is important
● Amazon reviews become relevant to businesses

3. Entrepreneurs
Social Media gives refreshing view to create apps
Many for the public to use
Apps like Vine, Snapchat, and the NEW app (Music.ily)

4. Angel Investors and Start-Ups
Business men and women like to take risks
Developers claim “people do not go anywhere without phones”
Selective news of the new generation
Start-ups want a “starting” place for their businesses

5. “Crush It” and the Thank You Economy
SNS Launch Year Estimated Active Users
1.Facebook 2004 1.19 Billion
2. Google + 2011 540 Million
3. LinkedIn 2003 259 Million
4. Twitter 2006 232 Million
5. Instagram 2010 150 Million
6. Pinterest 2010 70 Million
● Gary Vaynerchuk was an early adopter of social media platforms as a way to
build brand identity.

6. Crowdfunding
The practice of funding a project or venture by raising many small amounts of
money from a large number of people, typically via the Internet.
Examples:
1. Kickstarter
2. Go Fund Me
3. Indiegogo

7. Emergence of New and Mobile Media
Social media are beginning to also drive mobile video viewing.
The U.S. study found about one third (35%) were watching on mobile devices, with
about 35 of the 50 million mobile viewers discovering videos through social media.
During the annual March Madness college basketball tournament, for example, about
one third watch games on mobile devices, and two-thirds check scores

8. Implications of Revolutionary Mobile and Social Media
Social media behavior tends to favor a crowdsourcing desire because mobile
technologies create flexibility to briefly bring people together physically or virtually
and “plug in valuable information”
At the heart of social and mobile media are relationships, social ties, social capital and
motivation
Social capital theory has been applied to research on Facebook fan pages. Social
interaction, shared values and trust are important predictors of future use
2011). The researchers suggest that there is a complex process involving structure,
cognition and relational aspects. As expected, “shared values are an important factor
influencing trust” of social media content

9. Continued.
Zuckerberg suggests that Facebook may fill a void in face-to-face conversation lost for
social or political reasons: “I believe that Facebook’s ability to occupy the space of a
free and unmoderated media and civil space will bring many more opportunities for
meaningful democratic change”
Online social networks may allow us to visualize “clear patterns” of affiliation and
communication
The difference is that smartphones and tablets offer more options and extremely
current content.
While political discussion may account for relatively small proportions of social media
on Facebook—especially outside of a presidential election—it is more common among
those using Twitter

10. Twitter Impact
Twitter has been a social media space for #success & #fails
Example: @Entenmanns: Who’s #notguilty about eating all the tasty treats they want?!
( July 5, 2011)
Naturally, the failed attempt to hijack a popular hashtag— hashjacking —backfired, as
Twitter users responded with criticism.
Keenan (2013) explains that brands need to research whether or not a hashtag is
promoted by another brand or linked to a tragic event.

11. Brian Zuercher
-Seen, a Columbus, Ohio, start-up that uses visual marketing to drive customer
engagement and encouraged Indy 500 fan sharing on race day #Indy500orBust.
-The photos were incorporated into race marketing through an interactive map and
geo-tagging
-The Indy 500 gained new followers to their social media accounts and a greater reach

12. “The most significant change for marketing
professionals is the concept of always on.”
1. Industry information flow: We now have access to a fire hose of data and
understanding how to manage and synthesize the massive amount of incoming
information can be a challenge. At the same time, with the right tools the data can
be turned into actionable insights.
2. Personal identity: It’s essential to keep your brand’s personal voice authentic and
in line with your company’s positioning.
3. Channel awareness: Marketing professionals must have a true understanding of
this and it should not be delegated.

13. In summary...
The largest challenge will be having a healthy balance between your time spent
participating online and offline. The best way to strike a balance between the two is to
understand the mediums and be strategic about which platform makes the most sense
for your business’s audience.

14. Mobile Geotagging
Location-based services (LBS) leverage mobile and social media by linking “people,
places and things to enhance interactions”
Conceptually, a sense of place may be meaningful to people: “Space is considered a
more abstract term. Whereas place is considered more concrete”
Researchers do not fully understand how users’ mobile geotagging—placing digital
tags on people, places or objects—develops within a social context, but there appears
to be “place-based storytelling and self-presentation through place”
- Smartphones facilitate real-time social media behaviors

15. Google Glass
- Instead of being constricted to holding a smartphone, Google Glass allows you to
see a screen via a pair of glasses
- Google released the technology, and developers have begun to build apps for it.
- Ideas include: hands-free information for bike riding, cooking, golf and travel
(Google, 2013)
- Although a great source of information, it will take some time for social media
platforms to incorporate data from wearing technologies
- May improve crowdsourcing