Social Media Marketing on the Go

Social Media on the Go Trends in Mobile Technology

Instructor: Mario Tapia tapiamg@gmail.com @mariotapia

SFSU CEL Social Media Marketing Program http://bit.ly/SMM9004MobileSMM

Spring 2012

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Social Media Marketing Program Mobile Social Media

Session 1

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Social Media Marketing Program Mobile Social Media

About Me!

•  Mario Tapia – Dir of Business Development, GetJar Inc •  12 yrs in Mobile Data Products •  Telecommunication Systems TCS – Pioneered Location

Technologies •  AT&T – American Idol Voting and Mobile Browsing •  T-Mobile – Location technologies, Device UI •  Dwango – Playboy, Rollingstone, Napster, ESPN •  Disney – Mobile Content, Games, Wallpapers, Tones •  Nokia – Global Developer Marketing •  Yahoo – Mobile Products for LATAM •  MobileMonday – Director, Non-Profit Industry Meetup

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Social Media Marketing Program Mobile Social Media

GetJar is the world’s 2nd largest app store

•  Appsolutely Everything –  Started in 2005 –  Supports 2300+ phones –  75,000+ free apps –  90M downloads per month –  1 billion downloads to date –  200+ countries

•  Publishing and Promotion for content owners

–  Free distribution –  Pay-Per-Download

distribution –  In depth analytics –  Supports all 3rd party

payments solutions*

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Distributing apps for top brands…

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Internet Games & Entertainment Social Networking

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Introductions

1.  What is your name?

2.  What do you do?

3.  What do you want to be when you grow up?

4.  Why are you taking this class?

5.  What do you want to learn in this class?

6.  What kind of phone do you use?

7.  How do you use Mobile in your daily life?

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Social Media Marketing Program Mobile Social Media

Session 1

•  Introduction to Mobile Technologies: – Mobile Web, SMS, Mobile Ads, Print, Apps

•  Numbers Foundation:

– Users, Devices and Usage patterns: Key trends

•  App-opportunity –Mobile Marketing Industry case examples:

– Automotive

–  Financial services

– Consumer products and retail

•  Key takeaways

•  Q & A

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Mobile Marketing Channels

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Mobile Sites m.nbc.com

Mobile Channels – Branded Mobile Presence

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Mobile SMS Best Buy

Mobile Channels - SMS

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Mobile Apps ESPN

Mobile Channels – Branded Apps

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Mobile Channels – Mobile Banners

Mobile Banners Yahoo

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Mobile Channels – Rich Media Ads

Rich Media – A fancy word for Pop Ups.

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Print to Mobile

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Social Media Marketing Program Mobile Social Media

Note: Mobile web is becoming more app-like in appearance and experience

Social Media Marketing Program Mobile Social Media

Mobile Marketing Channel Summary

•  Mobile Web – a good place to start with Brands •  SMS – a great way to engage Audience •  Apps – a great way to laser target Audience •  Banners – traditional advertising •  Print to Mobile – growing for advertisers •  Web Apps are starting to look like full Apps

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The Numbers

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Mobile usage has become pervasive

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US Smartphone by Platform 2010

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Apple Beats BlackBerry Shipments for Q3 with iPhone:

15.4m vs. 12.3m

Industry changes very quickly! See next slide to see market share

erosion of RIM.

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US Smartphone by Platform 2011

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US Smart Phone Share Android from 38.1% to 48.6% Apple 26.6% to 29.5% RIM 24.7% to 15.2%

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Global View of Smartphone Makeup

•  Which platform will win the smartphone race?

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Smartphone Users Consume Media

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Increased ownership of smart devices is driving mobile Internet growth

Social Media Marketing Program Mobile Social Media

Numbers Summary

•  246.1M (79% of the population) people have a mobile phone in the US today

•  101.3M Americans have a smartphon •  101.1M (27% of the population) people use data on their phone in

the US today •  Android leads US in smartphones

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Social Media Marketing Program Mobile Social Media

Mobile social and location

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Social Media Marketing Program Mobile Social Media

Social networks

are becoming

the primary way mobile

users exchange

information

Social Media Marketing Program Mobile Social Media

Facebook leads all

social activity on

mobiles

Social Media Marketing Program Mobile Social Media

Nexus of mobile and

social is increasingly about one

key attribute: LOCATION, LOCATION, LOCATION

Social Media Marketing Program Mobile Social Media

In mobile marketing,

location leads to

relevance

Social Media Marketing Program Mobile Social Media

“Checking In” is the New Loyalty Card

•  Gowalla •  Foursquare •  Yelp •  Whrrl •  Loopt •  Shopkick

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Social Media Marketing Program Mobile Social Media

Mobile Social and Location

•  Social is quickly growing on mobile •  Location is the new Loyalty Card and retailers know it •  Social and Location are powerful elements in the mobile era

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Usage and spend

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How Do People Use Their Phone?

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x Mobile Advertising Spend is Mainstream

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Usage and Spend Summary

•  SMS, Mobile Web and Apps are top activties on mobile •  Ad spend is real budget on mobile now ~$600M for 2010

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Tablet future?

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Bigger screens promise more immersive experiences

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The iPad and other

tablet-style devices are

changing the meaning of mobility

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Tablet buyers are wealthier,

better-educated and more connected than the average US adult

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Its all about apps

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§ Apps created by brands

§ Apps sponsored by brands

§ Apps supported by ads

§ Apps sold by brands

“App-ortunity” knocks…Will brands answer?

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Games, music, social

networking, weather

and maps lead in app

usage

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Volkswagen Group gets its game on

2008 2009

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Mobile banking

combines utility,

marketing and loyalty

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Citibank connects the dots

App Web

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Kraft succeeds in selling a branded mobile app

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Key takeaways

§ Smartphones growing in US

§ Mobile Web, SMS, and Apps are a way to market

§ Social and Location have arrived as marketing tools

§ We are in an App Age of the industry

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In Class Project

•  Let’s look at some of your favorite Brand websites. –  Look for mobile promotion –  Look at their mobile presence, mobile web, apps etc.

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Home Work Class Project

•  Have Smart Phone: Find some examples of Mobile Ads or Mobile Apps that are Brand Advertising.

•  No Smart Phone: On a PC, find PC based campaigns promoting Mobile services of your favorite brand. Can be Text Messaging or a Call to Action to enter phone number to send you a link.

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Mobile Social Media Session 2

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Agenda

•  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)

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If you remember 3 things…

•  Mobile social media is already mainstream •  Tap into consumers’ intrinsic motivation •  All mobile’s going social

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Mobile Social Media Usage Effect Shopping Habits

•  Friends and Family are product influencers

•  Social media was the messenger of the product information

•  Social media helps brand affinity

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Mobile Social Media Usage Effect Shopping Habits

•  This makes social media, where consumers connect with their friends and family, an important destination for researching purchasing decisions in-store.

•  This is an added challenge for retailers and marketers, as they must focus on keeping customers happy on the go and remember how much influence a customer’s social media posts can have on their friends and family members.

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A few of my highest accolades

What is Mobile Social Media?

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Online social networks on mobile devices

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Share content via social channels

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Connect mobile sites & apps with social networks. The power of the Social Graph.

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Mobile-Only social networks

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Location-based check-in services – Alphabet Soup

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Sharing and streaming content

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Social gaming

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Social Games have Audience

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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

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Quantifying Mobile Social Media

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300+ million mobile Facebook users

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47% Americans who say cellphones are necessities

(via Pew)

59% Americans who

say clothes dryers are necessities

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240% increase in social networking app access year over year in the US

(comScore)

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60% of all mobile internet usage spent on social networking

(Ground Truth)

Why Do People Use Mobile Social Media?

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Let’s ask Spiderman

Howdy.

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Spidey, why are you into mobile social media?

Ummmm...

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

Thanks!

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First, he does it to connect…

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He connects with his friends who are nearby.

Social Media Marketing Program Mobile Social Media

Superman

Batman

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He connects with his broader networks digitally.

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.

He connects with Places People representing those places

Moments in time

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There are many more reasons for Connecting.

•  Self-esteem: a confidence and satisfaction in oneself •  Altruism: unselfish regard for or devotion to the welfare of others •  Fun •  Intellectual Curiosity •  Memory

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@Superman

Self Esteem

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Mobile social media offers way for people

to offer support to others.

Altruism

Social Media Marketing Program Mobile Social Media

Spiderman

Fun

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Superman Superman

Spiderman can get useful information

about local businesses from his

friends.

Curiosity

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Memory

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All have something in common

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They’re all intrinsic motivators

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Some motivators are extrinsic

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They make it clear what’s in it for Lenny

$ $

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This includes…

$ $

Money/ Goods

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This includes…

$ $

Badges

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This includes…

$ $

Points

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This includes…

$ $ Bling!

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One little problem…

Social Media Marketing Program Mobile Social Media

As extrinsic rewards are emphasized…

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…Marketers run the risk of depleting consumers’ intrinsic

motivation.

Social Media Marketing Program Mobile Social Media

Motivation Bubble Ahead

I refer to this as the Motivation Bubble, which

may prove dangerous long-term.

(Read more here).

Social Media Marketing Program Mobile Social Media

The danger is that consumers will be trained like Pavlov’s dogs, learning to salivate for rewards, not because they

are truly motivated.

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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.

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The good news:

The upside is external rewards can be part of an overall

program that still emphasizes intrinsic wants.

How People Are Using Mobile Social Media

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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.)

Social Media Marketing Program Mobile Social Media

Why the living room matters

The Role of the Living Room

• Why use MSM: Something to do while watching TV

• Key connections: networks, content

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Is this how TV goes social?

“Television is being replaced

by the entertainment

display.” - Vizio co-founder

Ken Lowe

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Panasonic & Skype turn living room into chatroom

Social Media Marketing Program Mobile Social Media

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.

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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.)

Social Media Marketing Program Mobile Social Media

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

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No, not that tablet either!

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Damn you, Google Image Search!

Social Media Marketing Program Mobile Social Media

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

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…the beauty salon. Steve, love the coif!

Social Media Marketing Program Mobile Social Media

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

Social Media Marketing Program Mobile Social Media

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

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FIRST MEN CHECK INTO MOON

Check-ins have been around a long time.

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

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Starbucks augments reality in a promotion with BrightKite

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SCVNGR drives interaction via challenges

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

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Shopkick kickstarts semi-automatic check-ins

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Prepare for a new wave of social shopping

Social Media Marketing Program Mobile Social Media

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

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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

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I’m a Barcode Hero

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It’s a contentious kingdom

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Stickybits turns objects into conversation pieces

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Foodspotting: all about checking out (dishes)

The Future of Mobile Social Media

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

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

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Hyperpassive checkins complement the hyperactive

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

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

Social Media Marketing Program Mobile Social Media

More MSM usage means more scary stories (take II)

PLEASE ROB ME

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Mobile devices come with their perils…

Watch the hilarious video (part of a great series)

Social Media Marketing Program Mobile Social Media

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

Social Media Marketing Program Mobile Social Media

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.

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RFID, NFC expand opportunities, take II

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

attendees to check in at various stations and share related content

on their Facebook profiles. Watch the video.

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

Social Media Marketing Program Mobile Social Media

All media becomes mobile social media

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

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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?

Social Media Marketing Program Mobile Social Media

If you remember 3 things…

1.  Mobile social media is already mainstream

2.  Tap into consumers’ intrinsic motivation

3.  All mobile’s going social

Social Media Marketing Program Mobile Social Media

? !

In lieu of live Q&A, post or tweet

comments and we’ll continue the conversation.

Social Media Marketing Program Mobile Social Media

GetJar Networks Inc. 1500 Fashion Island Blvd, Suite 209

San Mateo, California 94404 USA

Tel +1 650 288 3225

Mario Tapia Director Mobile Product mario@getjar.com www.getjar.com

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