Unleashing thepower of the user

Exploiting mobile social networking and user-generated content to deliver

highly-targeted mobile advertising

First the bad news

350,000 users

28,000,000 page impressions

Eyevibe alone

They are targeting 18-24 year olds

Ubiquity firsttargeting second

Here comes ubiquity

Unleashing the power of the user• Exploiting Mobile Social Networking and User Generated

Content to Deliver Highly Targeted Mobile Advertising

Two kinds of UGC models

• UGC-powered broadcast models

• Total communities

Two kinds of UGC models

• UGC-powered broadcast models99% audiences in consumption mode• Total communities

(to take part you must create part)99% creators – ready to take part

Audiences consume

Total Communities

To take part you have to create

part

Give them something to do together

How viral succeeds

• Speak in an authentic voice (close the gap between creation and marketing)

• Lose the TV envy (relevance over quality)• Give people tools to make it their own

(that which we create, we embrace)• Don't bother with urls, links or 'brand

messages'. (We don't do spin)

What it takes

What it takes

1. A willingness to relinquish control.2. Toolkits users can play with.3. Creative users.

What it takes

1. A willingness to relinquish control.2. Toolkits users can play with.3. Creative users.

• 2 and 3 are readily available. • Number 1 is down to you.

Summary

• First we need ubiquity• UGC-powered broadcast models and

Total Community models require different approaches

• Viral is something we do together• Be ready to give up control

Thanks for your time!

David CushmanFasterFuture.blogspot.comdavidpcushman@gmail.comTwitter.com/davidcushman

All images shared by the flickr community