Mobile Computing and Location Marketing Andrea Mitchell, Andrey Zuniga, Alyssa Galvez & Noelle Brooks
Mobile Computing and
Location MarketingAndrea Mitchell, Andrey
Zuniga, Alyssa Galvez & Noelle Brooks
Learning Objectives
● Clearly define history of smartphone growth.● Relate social networking to the mobile aspect of
technology.● Identify how social media marketing can take
advantage of mobile computing.● Elaborate on the functions of branded social
networks.
What is mobile computing?Textbook Definition: the use of portable wireless devices to connect to
the internet.
How we are familiar with it: using our cell phones and tablets to access the internet in attempt to stay “in the know” on subjects that interest us.
Brief history of smartphone growth and adoptionSince the evolution of the cellphone, smartphones have created the
largest impact on social media.
Initially cell phones provided opportunity for marketing but were limited to a one on one basis, overtime new opportunity has been provided by applications as well as internet access.
All smartphones run on something called an API (Application Programming Interface)
Over ⅓ of adults own a smartphone
Most Popular Operating Systems1.Android 3.iOS
2.Symbian
Social Networks Go Mobile- MARCH 2010 CommScore reported social network access through
mobile browsers grew by triple digits
- Facebook, LinkedIn, Twitter through mobile phones
- Connected 24/7 - Post and share more often
- 250 mil / 750 mil (⅓) access facebook through phone
- ½ of Twitter users access through phone
- Ease of sharing multimedia content
- At your fingertips
- Marketing
Marketing with Mobile ComputingAllows marketers to stay in touch with consumers
can address issues before going viral
inform consumers about new products
Marketing opportunities text messaging, mobile applications, mobile advertising
Marketing with mobile computing (cont.)Two key opportunities to leverage mobile
1.Branded social networks delivered through applications
2.Location-Based social networks/applications
Branded Social NetworkA social network created by and for a specific brand.
Usually delivered through apps on mobile device
Allows users to connect with each other and with the brand that created it
Can be difficult must have strong value incentive
companies should investigate pros and cons of existing social network sites first
many companies use strategy of creating Facebook page first then directing followers to the company’s branded social network
Examples of Branded Social Networks Children with diabetes
kids, families, adults with diabetes
newsletter
FAQs
Private Chat Rooms
Discussion forums
SitorSquat by Charminadd/find/rate nearby restrooms
changing tables/handicap
cleanliness
win-win for Charmin and users
Dunkin Donuts Case Study
Branded Social Networks Success Key challenge is
discovery
Rely on advertising and paid marketing to build audience
What is location-based social network?Based social network , also known as mobile social network, refers to a social network where people can share their location with friends.
The main social networks include foursquare, Gowalla, and Facebook places.
They answer the key question where are you?? And allow users to check in to inform friends of their current location.
They are popular for smartphone users. They represent a large opportunity for marketers.
Location-based Social Networks and GamingLocation based social networks and gaming allows users to post their current location. Foursquare uses additional features based on game mechanics in order to increase engagement.
Each location may have a mayor, who checks into that location more frequently. The users compete over mayorship over locations.
They also allow users to earn badges by engaging in certain behaviors. Ex. don’t stop believin badge for checking into three karaoke bars in a month. Ex. badges for checking into stores frequently.
The Growth of Location-based Social NetworksLocation based applications where users check in
allows marketing opportunities
1 in 5 smartphone owners access location based social networks via their mobile device
70% of users check in from Android and Apple
Marketing with Location-based Social NetworksDeals and Discounts is the #1 way to connect with consumers in
location based marketing
Consumer survey by jiWire shows:29% say they connect for deals and discounts
17% connect to share location
14% just for association
7% to receive reward points
Examplecheck in and receive half price appetizer when you purchase a meal
Starbucks mayor check ins
customer with most check ins gets an exclusive coupon
buy 10 coffees get 11th free
Encouraging customers to bring friends to check ineveryone gets a reward!!!
Sprint $500 to invite 5 friends $100 each
Purpose and Benefits of Marketing reward customers for checking in and sharing location with friends
build awareness for the business
drive new customers into the business
businesses are increasing the social spread
The Future of Mobile Computing and Location-based Marketing
Mobile computing may be the only computing.
“context aware” smart-phones will be able to track daily activityallows marketers to target consumers based on activities, online behavior, and
location
events can then be tailored to individuals lifestyles.
Access to gps and mobile advertising could allow consumers to receive ads tailored to their personal likes
Case studyConan O’BrienThe Story: After leaving The Tonight Show on NBC to host Conan on TBS, O’Brien had to build awareness and viewership for his new show. Because TBS is not a major network, an innovative marketing solution was needed.
The Solution: Leveraging social media, the Conan Blimp was launched in partnership with AT&T with its own website, a series of commercials repurposed for YouTube, images on Flickr, a Twitter presence, and a Foursquare location
.
Results: The Conan Blimp received over 21,000 check-ins and over a hundred comments on Foursquare, received considerable attention in the media, and it was a finalist for Location of the Year.
The Connection: The most powerful part of the blimp strategy was the use of Foursquare to connect with audiences. Users could check in to the blimp on Foursquare when they saw it flying overhead and earn the Conan Blimpspotter badge.