Why Mobile Social Media Matters

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Why Mobile Social Media

MattersDavid BerkowitzSenior Director of Emerging Media & [email protected]: @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.

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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 ([email protected]), 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


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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.

http://mashable.com/2010/08/10/cubicle-spy-360i/#view-as-one-page


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

Social: playbook.360i.com

NEW inSeptember 2010

http://mobileplaybook.360i.com/

http://playbook.360i.com/


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

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Location-based check-in services

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Sharing and streaming content

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Social gaming

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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

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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.


Fun


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).

http://www.marketersstudio.com/2010/05/the-motivation-bubble.html


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

Media


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

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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

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•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

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Foodspotting: all about checking out (dishes)


The Future ofMobile Social Media

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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)

http://www.youtube.com/watch?v=60I7doffA84&feature=player_embedded


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.

http://adland.tv/ooh/coca-cola-village-uses-real-life-buttons-fed-real-world-likes-facebook


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

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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• [email protected]• Twitter: @dberkowitz / @360i• Blog: MarketersStudio.com / blog.360i.com• LinkedIn: linkedin.com/in/dberkowitz

Thank you!


http://twitter.com/dberkowitz


http://www.marketersstudio.com/

http://blog.360i.com/

http://www.linkedin.com/in/dberkowitz

http://www.linkedin.com/in/dberkowitz

Date post:	19-Sep-2014
Category:	Business
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Why Mobile Social Media Matters

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