Why Mobile Social Media Matters

transcript

11www.360i.com Proprietary & Confidential

Why Mobile Social Media

MattersDavid BerkowitzSenior Director of Emerging Media & Innovation360i212.703.7257dberkowitz@360i.comTwitter: @dberkowitz / @360iBlog: MarketersStudio.com / blog.360i.com

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About 360i

360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights,

ideas and technologies. 360i helps its clients think differently about their online presence and evolve their

strategies to take advantage of the new world of marketing communications – one where brands and consumers

engage in interactive and multi-directional conversations. Current clients include Kraft Foods, JCPenney, Coca-Cola,

NBC Universal and H&R Block, among others.

360i is a division of Innovation Interactive, a digital marketing services company. For more information, please visit http://www.360i.com or follow us on Twitter @360i.

About this presentation

The following presentation was delivered as a keynote address at an event hosted by The Coca-Cola Company. It has been annotated and slightly modified; this is the ‘director’s cut.’

While the statistics, technologies, and tactics will change with each passing month, the broader trends should be more enduring.

Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose.

• If you wish to share this, feel free to use http://slidesha.re/mo_so as it’s been pre-shortened for your convenience.

• I’m honored that you’re taking the time to review this. Thank you so much. = David Berkowitz3

Best. Agenda. Ever.

A few words about your guest

Quantifying mobile social media

Defining MSM

Why people use MSM

How to avoid the Motivation Bubble

How people are using MSM

What’s coming in 2011+

Riveting Q&A (riveting comments?)

Ovation (standing optional)

Awesome!

If you remember 3 things…

1. Mobile social media is already mainstream

2. Tap into consumers’ intrinsic motivation

3. All mobile’s going social

a few wordsabout your

guest(me)

Here’s 360i’s Emerging Media Lab in our NY office. See more on

Mashable.

Download 360i’s Playbooks:Mobile: mobileplaybook.360i.com

Social: playbook.360i.com

NEW inSeptember 2010

I explore mobile social media in places not everyone will go, from uploading Facebook photos mid-flight in airplane bathrooms to

Foursquare venues some may consider taboo. Note on 4sq: the mayor, a food truck on Long

Island, left a tip.

A few of my highest accolades

A Tale of Two Doughnuts

Using Facebook Places while at Voodoo Doughnut in Portland, OR, I found tips for great doughnuts. More importantly, I saw that my NYC friend

Mike Lee was a block away at a Chinese restaurant and he met me while I was on line.

This experience, made possible by mobile social media, led to a much more memorable outing.

1212www.360i.com Proprietary & Confidential12

What isMobile Social Media?

Online social networks on mobile devices

Share content via social channels

Connect mobile sites & apps with social networks

Mobile social networks

Location-based check-in services

Sharing and streaming content

Social gaming

Review of the types of mobile social media

1. Online social networks on mobile devices

2. Share content via social channels

3. Connect mobile sites & apps with social networks

4. Mobile social networks

5. Location-based check-in services

6. Sharing and streaming content

7. Social gaming

QuantifyingMobile Social Media

150millionmobile Facebook users

47%Americans whosay cellphonesare necessities

(via Pew)

59%Americans who

say clothes dryersare necessities

WINNER!!!

240%increase in social networking appaccess year over year in the US

(comScore)

60%of all mobile internet usagespent on social networking

(Ground Truth)

Why Do PeopleUse Mobile Social

Media?

Let’s ask Lenny Legoman

Howdy.

Lenny, why are you intomobile social media?

Ummmm...

He’s not that eloquent.I’ll just tell you.

Thanks!

First, he does it to connect…

He connects with hisfriends who are nearby.

Lenny L was here

He connects with his broadernetworks digitally.

He connects with places.

He connects with the peoplerepresenting those places.

He also connects withmoments in time.

I was gonna say all that.

Beyond connecting,there are many other reasons.

Self-esteem

@lenny_bricks_legoman

Altruism

Mobile social media offers way for people to offer support to others.

LLegoman

Intellectual Curiosity

Lenny L.Lenny L.

Lenny can get useful information

about local businesses from

his friends.

Memory

All have something in common

They’re all intrinsic motivators

Some motivators are extrinsic

They make it clearwhat’s in it for Lenny

This includes…

Money/Goods

This includes…

Badges

This includes…

Points

This includes…

$Bling!

One little problem…

As extrinsic rewards are emphasized…

…Marketers run the risk of depleting consumers’ intrinsic motivation.

Motivation

BubbleAhead I refer to this as the

Motivation Bubble, which may prove

dangerous long-term. (Read more here).

The danger is that consumers will be trained like Pavlov’s dogs, learning to salivate for rewards,

not because they are truly motivated.

Or consider the Tragedy of the Commons, where the land can turn barren if every shepherd solely

looks out for himself, not the community. The same could happen if marketers try to over-reward their consumers until there’s no intrinsic motivation left

in the tank.

The good news:

The upside is external rewards can be part of an overall program that still

emphasizes intrinsic wants.

How People AreUsing Mobile Social

A map of where we’ll travel today

Sorry Bil Keane!!

We’ll span the living room, stores, and products.

(The illustration’s a Family Circus reference.)

Why the living room matters

The Role of the Living Room

•Why use MSM: Something to do while watching TV

•Key connections: networks, content

Is this how TV goes social?

“Television is being replaced by the entertainment display.”- Vizio co-founder Ken Lowe

Panasonic & Skype turn living room into chatroom

It’s not just Skype…I’m not convinced this is how social TV will work. Consumers are already using social media on mobile devices while

watching TV, and I’d expect that divergence to remain.

Going from where you are to what you’re doing

This is one example of how consumers can use mobile social media while watching TV.

Left to right: Miso, GetGlue, Philo(HotPotato was here but was acquired by

Facebook.)

And what about the tablet? Well, not this one…

No, not that tablet either!

Damn you, Google Image Search!

It’s semi-mobile: a stationary device, used when you’re at the airport, home, or…

…the beauty salon. Steve, love the coif!

You won’t use a stationary device like you will a mobile device. Don’t try this at home.

Tablets add social integration opportunities. Below: ABC’s demo of its My Generation Sync iPad app

The Role of the Store

•Why use MSM: Information, deals, fun

•Key connections: location, friends, products

FIRST MEN CHECK INTO MOON

Check-ins have been around a long time.

Jump to today, where Bravo and Sephora creatively promote virtual and tangible location-based rewards

Starbucks augments reality in a promotion with BrightKite

SCVNGR drives interaction via challenges

Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users

Shopkick kickstarts semi-automatic check-ins

Prepare for a new wave of social shopping

Apps beget apps: Beerby builds on Foursquare to find and share good beer near you

Feeling lucky, punk? Assisted Serendipity shows gender ratios of local hotspots based on check-ins

•Why use MSM: Utility, fun

•Key connections: Products, brands, location, network

The Role of the Product

I’m a Barcode Hero

It’s a contentious kingdom

Stickybits turns objects into conversation pieces

Foodspotting: all about checking out (dishes)

The Future ofMobile Social Media

Insert Logo Here(align left side

with first word in Title) you can

delete this box on slide master

Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move

forward”

4G will further accelerate usage of MSM – it’s the equivalent of faster broadband online

Hyperpassive checkins complement the hyperactive

Apps like Future Checkin and Footprint Feed allow automated or “hyperpassive” checkins

More MSM usage means more scary stories (don’t let the hype and backlash overshadow the bigger usage trends)

More MSM usage means more scary stories (take II)

PLEASE ROB ME

Mobile devices come with their perils…

Watch the hilarious video(part of a great series)

Think beyond the phone

Eye-Fi is a memory card that allows you to share photos directly from the

camera, while Amazon’s Kindle also allows social sharing

RFID, NFC expand opportunities

Radio frequency chips and Near Field Communications will make it possible to apply mobile technologies to a wide range of devices.

Here, Tikitag (now named Touchatag) offers stickers including RFID chips that can be scanned at USB-docked scanners. This chip brings up

an app with a number of my social network profiles. Geeky? Yes. Impractical? Yes. But you’ll see lots more where this is coming from.

RFID, NFC expand opportunities, take II

At Coca-Cola Village in Israel,wristbands with RFID chips

allowedattendees to check in at various

stations and share related content

on their Facebook profiles.Watch the video.

All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes)

All media becomes mobile social media

BBC makes the news more social, Yowza does so for coupons, and Waze crowdsources traffic

reports

Recap of trends for the future

• 4G will further accelerate MSM

• Hyperpassive checkins complement the hyperactive

• More MSM usage means more scary stories

• Think beyond the phone

• RFID, NFC expand opportunities

• All media becomes mobile social media

Whoa!Get all that?

If you remember 3 things…

1. Mobile social media is already mainstream

2. Tap into consumers’ intrinsic motivation

3. All mobile’s going social

In lieu of live Q&A, post or tweet comments and we’ll continue the conversation.

Shortened link to share this:http://slidesha.re/mo_so

Download 360i’s Mobile Playbook:http://

mobileplaybook.360i.com

David Berkowitz• dberkowitz@360i.com• Twitter: @dberkowitz / @360i• Blog: MarketersStudio.com / blog.360i.com• LinkedIn: linkedin.com/in/dberkowitz

Thank you!

Why Mobile Social Media Matters

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