Mobile & Social Media for the Marketers of Tomorrow

Taj Moore & Greg Hickman

Who Are These Dudes?Taj Moore

• Social Media Ninja at PlaceWise

• On social networks since Friendster (it was before your time)

• I often go to Burning Man

• @tajmo

Greg Hickman• Mobile Marketer at PlaceWise

• I race bikes

• @gjhickman

Why Are We Here? • The basics of marketing in today’s world

• What is Social Media?

• What is Mobile Marketing?

• Why are both Mobile and Social important?

• How are brands using both Social Media and Mobile

• Questions and Answers

• Key Takeaways

• Chance to win a Starbucks gift card.

Marketing Today

Say Please and Thank You.1

Be a good listener.2

Interested is interesting.3

1. Seth Godin, Permission Marketing; Gary Vaynerchuk, The Thank You

Economy

2. Marty Cagan, Inspired: How To Create Products Customers Love

3. Amy Heckerling, Loser (good advice from Jason Biggs’ father in that movie)

What Is Social Media?

• It started thousands of years ago with gossip & direct conversation.

• Technology improved since then: Facebook, Twitter, Zynga, Yelp, Foursquare check-ins, Amazon reviews, and all the rest.

• Gossip and direct conversation have not fundamentally changed, they just happen online, too.

• Social Media is your opportunity to participate in the conversation and learn from the gossip.

• Learn the rules, understand the culture, stand out for the right reasons.

What is Mobile Marketing?

• The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program.

• Personal

• Ubiquitous

• Immediate

• Local

• Trackable

Who Is The Mobile Consumer?

• 91%+ of US Population is mobile

• 82% don’t leave home w/o their phone

• The median age of a text message user = 38

• 2+ trillion texts sent/received in 2010

• Data usage surpassed voice in 2009

• Over 50% will have a smart phone by end of 2011

• More smart phones sold than PCs by end of 2011

Sources: CTIA, Neilson, NY Times, Juniper, ComScore, AdMob

Mobile = Customers Who Are Mobile

• Mobile is NOT about mobile technology

• It’s about being helpful and entertaining!

• It’s 24/7 connectivity and continuity

A Few Social Stats

Sources: Andrew Hanelly at Social Media Explorer, Econsultancy, TNS Global, eMarketer, Ad-ology Research

• “Internet users in the U.S. spend nearly a quarter of their time online using social media (or about 13 and half minutes per every hour spent online)”

• “46% of Internet users worldwide interact with social media on a daily basis”

• “From 2008 to 2012, the percentage of US companies who use social media for marketing purposes is projected to more than double (from 42% to 88%)”

• “15% of social media users are more inclined to buy from brands that advertise in social media”

• “25% are more likely to find out more about brands that advertise on social media sites”

Image from OnlineSchools.Org

Social Media Relative Scale

How Brands Use Socialaka “Social Marketing Mi

x ”• Business Pages

• Microblogging

• Contests & Games

• Check-ins

• Deals & Coupons

• Reviews

• Mobile

Business Pages

Facebook(Custom Tabs)

Yelp(Claimed Business)

Microblogging

Facebook Tumblr

Twitter

Contests & Games

Facebook(3rd Party

Application)

Microsite

Check-Ins

Deals & Coupons

Reviews

Warning: this is completely out of your hands!

How Brands Use Mobile

• SMS (Text messaging)

• Coupons

• Mobile Web

• QR Codes

• Applications

• Location

Sources: CTIA, Neilson, NY Times, Juniper, ComScore, AdMob

SMSGrey Goose Sponsors Golf Channel’s SMS Initiatives

In game call to action at Rockies games to finish lyrics

Target & JC Penny to distribute mobile coupons

ESPN sends score alerts & Victoria’s Secret announces new products

Mobile Web

Applications

QR Codes

Location

Key Takeaways

• Mobile is Social

• It’s no longer push, it’s about the dialogue. Interested is interesting.

• Brands have to go where their customers go...and while they’re on the way there

• Read the following books:

• The Thank You Economy by Gary Vaynerchuck

• Rework by Jason Fried/David Henemeier Hansson

• The conversations are always happening. Your opportunity is to join them & learn from the gossip.

• You have influence (not power) … and so does your public.

• Say please and thank you. Be a good listener. People will like you.