Social Media on the Go Trends in Mobile Technology
Instructor: Mario Tapia [email protected] @mariotapia
SFSU CEL Social Media Marketing Program http://bit.ly/SMM9004MobileSMM
Spring 2012
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Session 1
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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
Social Media Marketing Program Mobile Social Media
Mobile Channels – Mobile Banners
Mobile Banners Yahoo
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Mobile Channels – Rich Media Ads
Rich Media – A fancy word for Pop Ups.
Social Media Marketing Program Mobile Social Media
Print to Mobile
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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.
Social Media Marketing Program Mobile Social Media
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%
Social Media Marketing Program Mobile Social Media
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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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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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
Social Media Marketing Program Mobile Social Media
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
Social Media Marketing Program Mobile Social Media
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?
Social Media Marketing Program Mobile Social Media
Games, music, social
networking, weather
and maps lead in app
usage
Social Media Marketing Program Mobile Social Media
Volkswagen Group gets its game on
2008 2009
Social Media Marketing Program Mobile Social Media
Mobile banking
combines utility,
marketing and loyalty
Social Media Marketing Program Mobile Social Media
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)
Social Media Marketing Program Mobile Social Media
If you remember 3 things…
• Mobile social media is already mainstream • Tap into consumers’ intrinsic motivation • All mobile’s going social
Social Media Marketing Program Mobile Social Media
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
Social Media Marketing Program Mobile Social Media
Share content via social channels
Social Media Marketing Program Mobile Social Media
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
Social Media Marketing Program Mobile Social Media
47% Americans who say cellphones are necessities
(via Pew)
59% Americans who
say clothes dryers are necessities
Social Media Marketing Program Mobile Social Media
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...
Social Media Marketing Program Mobile Social Media
He’s not that eloquent. I’ll just tell you.
Thanks!
Social Media Marketing Program Mobile Social Media
First, he does it to connect…
Social Media Marketing Program Mobile Social Media
He connects with his friends who are nearby.
Social Media Marketing Program Mobile Social Media
Superman
Batman
Social Media Marketing Program Mobile Social Media
He connects with his broader networks digitally.
Social Media Marketing Program Mobile Social Media
.
He connects with Places People representing those places
Moments in time
Social Media Marketing Program Mobile Social Media
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
Social Media Marketing Program Mobile Social Media
Mobile social media offers way for people
to offer support to others.
Altruism
Social Media Marketing Program Mobile Social Media
Spiderman
Fun
Social Media Marketing Program Mobile Social Media
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
Social Media Marketing Program Mobile Social Media
They’re all intrinsic motivators
Social Media Marketing Program Mobile Social Media
Social Media Marketing Program Mobile Social Media
Some motivators are extrinsic
Social Media Marketing Program Mobile Social Media
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!
Social Media Marketing Program Mobile Social Media
One little problem…
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As extrinsic rewards are emphasized…
Social Media Marketing Program Mobile Social Media
…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.
Social Media Marketing Program Mobile Social Media
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
Social Media Marketing Program Mobile Social Media
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.
Social Media Marketing Program Mobile Social Media
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…
Social Media Marketing Program Mobile Social Media
No, not that tablet either!
Social Media Marketing Program Mobile Social Media
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…
Social Media Marketing Program Mobile Social Media
…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
Social Media Marketing Program Mobile Social Media
Hyperpassive checkins complement the hyperactive
Apps like Future Checkin and Footprint Feed allow automated or “hyperpassive” checkins
Social Media Marketing Program Mobile Social Media
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.
Social Media Marketing Program Mobile Social Media
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
Social Media Marketing Program Mobile Social Media
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 [email protected] www.getjar.com
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