Mobile Social Networking

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Mobile Social NetworksSocial Media Club Kansas City

June 22, 2010

DEFINITIONSMobile social networking is social networking where one or more individuals of similar interests or commonalities, conversing and connecting with one another using the mobile phone.

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AREAS OF FOCUS• Web based social networks extended to mobile

Facebook, Yelp

• Native mobile social networks

Location-based services (LBS), augmented reality (AR): Foursquare, Layar

Lines are being blurred

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USER POLLHow many people:

1. Have a smart phone:

iPhone BlackBerry Android

2. Browse the mobile web

3. Use applications

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USAGEAs of March 2010 (comScore):

30% browse the mobile web

20% of interacted with social networks via mobile device

Social networking users are showing the highest gains with 80% YoY growth

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ADVERTISING VS. MARKETING

Marketing: delivering requested promotional messages directly to potential customers who have opted in to receive them. Primarily used by marketers as retention tool.

Advertising: delivering text or images attached to desired content on mobile web pages or in applications where user views ads in exchange for free/subsidized content. Used by marketers to acquire new customers.

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LOCATION TECHNOLOGIES

• GPS (foreground: iPhone; background: BlackBerry, Android, Palm, iPhone 4)

• Triangulation (active, passive)

• User designated (check-in, zip code)

• IP address reverse lookup

• Wi-Fi

Note: companies such as AirSage offer predictive algorithms based on movement and speed.

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LBA VS LBM

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No opt-in

Mobile Web/App Delivery

Viewed w/ requested content

Graphical content

Advertising growing from $600M in 2009 to $5B in 2013

Marketing growing from $6.4B in 2009 to $14.2B in 2012

The GAP has your perfect summer look! Call 415-501-9757. We’ll grab your size in the newest styles at 183 Mill Plz, Walnut Creek.

Opt-in

SMS delivery;may includemobile web

Requested content

Text content

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Networks

MARKETERS

Apps

Location- based SMS

CONSUMERSWhite-Label

Social Networks (Check-in)

AugmentedReality

LocalDiscovery

Navigation

ENGAGEMENT MODELS• Direct / white label vs. platform

• Media buy vs. rewards / incentives / coupons

• Brands interact with users who check-in vs. managing locations within platform

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CHECK IN SERVICES• Foursquare, Gowalla, Loopt Star, Whrrl, Brightkite,

MyTown

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Mashable: Which App Does Checkins Best?

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USAGE• Foursquare: approaching 2 million global

• Gowalla: 250,000? (150,000 in March)

• Brightkite: 2 million global

• Whrrl: 300,000

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FOURSQUARE• Can check in to location through “around me”

search or venues can be added with address or just lat/long

• Venue tagging (but no rating)

• Minimal website functionality

• Growing user generated venue database

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YELP• 32 million unique website visitors in May 2010

Top 100 website

• 1.4 million unique iPhone users

27% of all Yelp searches come from the iPhone app

500,000 phone calls

1 million point-to-point directions

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YELP DETAILS• Users & businesses can build profiles

• Rewards, leader board, incentives

• Social sharing & integration

• Sales team to support

• Declined $500 million Google buyout

• Augmented reality functionality (Monocle)

• Analytics

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INTEGRATIONFriends can be invited through Twitter integration (friend search), Facebook integration, email address book integration, basic email invite

Check-ins can be private, shared within the network or sent to other networks (Twitter, Facebook)

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BUT ALSO

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GETTING STARTED• Research competition & trends

• Install mobile applications

• Claim venue: add / validate Twitter handle, location address, phone number, categories and tags

• Test specials, tips, trips & rewards

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PICK A NUMBER

1. Who has been on Twitter the longest?

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SPECIALS• Mayor: user who has checked in the most

• Check-in: unlocked when a user checks in to your venue a certain number of times

• Frequency-based: unlocked every X check ins

• Wildcard: always unlocked but store staff has to verify some extra conditions before awarding

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BBQ ROADTRIP

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WEREWARD• Mobile incentive platform that pays consumers for

actions

• Sharing experiences through Facebook, Twitter & Foursquare

• Sponsored CheckinTM

• Purchase

• Pictures

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CHALLENGES• Fragmentation

• Many small, disjointed players deploying different technologies

• Challenges to scale

• Still very tech-focused

• Many startups lack the resources to work effectively with brands & advertisers

• Only about 18% of mobile subscribers across all devices and carriers download apps (comScore, Dec. 2009)

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SAMPLE CAMPAIGNS• Brands, small & large are testing

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TASTI D-LITEPoint based loyalty

By automatically sharing your Tasti experience with friends and followers through Twitter & Foursquare, you can earn extra rewards toward free Tasti

You earn a point every time you make a purchase for each social network connection you setup

When you accumulate 50 points, you are eligible to receive a free medium Tasti cup or cone.

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KEEP IT INTERESTING• http://wheretheladies.at/

• http://kansas-city.snacksquare.com/

• http://www.fourwhere.com/

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CONTACTDustin Jacobsen

Director of Social Media & Technology, Barkley

Email: [email protected]

Phone: (816) 423-6063

Twitter – http://twitter.com/dustinj

Facebook – http://facebook.com/dustinjacobsen

LinkedIn – http://linkedin.com/in/dustinjdotcom

Blog – http://shakegently.com

Website – http://barkleyus.com

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