Marketing with the connected consumer

Marketing with the connected consumer: Mobile technologies and behavior change R. Craig Lefebvre, PhD Social Marketing and Pubic Health Conference Clearwater Beach FL, 22 June 2007

We need not to be let alone. We need to be really bothered once in a while. How long is it since you were really bothered? About something important, about something real? - Ray Bradbury

What is Social Marketing? Focused on audiences , their wants and needs, aspirations, lifestyle, freedom of choice Aggregated behavior change among priority segments of the population, not individuals, are the focus of programs ( scalability ) Designing behaviors, products and services that fit their reality (compatibility) Rebalancing incentives and costs for maintaining or changing behaviors (relative advantage and risk) Creating opportunities and access to try, practice and sustain behaviors (trialability) Promoting (communicating) these behaviors, incentives and opportunities to priority audiences (communicability)

Old World: Sources, Channels, Messages & Receivers

Networked World: Engagement, Interaction & Multiplexity Investors Customers Prospects Press/Analysts Partners Employees Potential Employees Influencers MESSAGES Competitors

The Social Media Ecosystem Blogs Wikis RSS Podcasts Videocasts / Vlogs Moblogs MMS Internet telephony Tools that facilitate: Communication Engagement Transparency Trust Tools that are: Complementary to traditional communication activities Used by organizations who recognize the social characteristics of effective communication

Social Network Interventions Enhance existing linkages Develop new linkages Enable indigenous helpers Create new networks Empower existing ones Weave together networks Engage communities in new ways

2.7 Billion Cell Phone Subscriptions in the World 2x more than land lines 2X more people than have credit cards Almost twice as many as have TV sets 3x more than all PCs, laptops and servers Almost as many as radios Alan Moore. Communities Dominate Brands , 11 June 2007. http://communities-dominate.blogs.com/brands/2007/06/mobile_welcome_.html

1.8 Billion SMS 2X as many users as internet email Worth over $80 billion worldwide Brits send 6 SMS per person, South Koreans send 10, Singaporeans 12 and the Philippinos 15 SMS every day. In South Korea 45% of all music is sold directly to music phones 54% of Helsinki public transportation single tickets to the trams and subways are paid by mobile In South Africa you can have your full paycheck sent to you onto your mobile phone Mobile data is used by anywhere from 540 million (internet access via mobile) to 1.1 billion (non-SMS mobile data services used on mobile) to 1.8 billion (mobile data including SMS)

Who Uses It? Over 200 million cell phone subscribers 40% use SMS (32.5 billion txt msgs sent in last half of 2005) 44% of people use their mobile as their main camera 34.6 million use mobile Internet services By 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be web-enabled

What is IT? Intensely personal Always on Always with you Built in response channel Present at inspiration

The Mobile Audience http://mobileopportunity.blogspot.com/2007/01/shape-of-smartphone-and-mobile-data.html

Cell Phone User Segments The Cellular Generation : Ages 18 to 24, grew up with cell phone awareness, experiencing cell phones as a part of their everyday lives. Transitioners : Ages 25 to 34; cell phones began to infiltrate everyday life during their teen years and early adulthood. Adult Adopters : Age 35 or older, this group was not exposed to cell phone until adulthood. Adult Adopters tend to have the most functional view of cell phones, with many requiring just the basics and showing limited interest in emerging technologies.

Health Marketing SexInfo: San Francisco Department of Public Health Address rising prevalence of STDs among urban youth Make it private, personal and timely First quarter: 1,538 inquiries Condom failure, STD info and pregnant (?) top three calls

m-Change and Obesity The appropriate model for obesity and weight management is tailored information according to design principles suggested by Social Cognitive Theory and the Social Marketing Model. The health behaviors to target are self-monitoring of diet and physical activity. The devices are Web-enabled “smart” cellular telephones and wireless PDAs. JT Tufano & BT Karras. Mobile eHealth Interventions for Obesity: A Timely Opportunity to Leverage Convergence Trends. Journal of Internet Medical Research 2005;7(5):e58).

txt2connect: A Parents TXT Tutorial Parents get a quick answer to their questions. Kids are more apt to respond to text messages when they are with their friends. You, or they, don't have to worry about tone of voice. Texting allows you to enter your child’s world. Text messaging allows parents to compose and edit a message before pressing send. Texting vs. calling gives kids more space but allows parents to keep in touch as often as necessary.

Safe Water in Bangladesh 300,000 wells in database, which reports for each village the number of wells tested, the proportion of unsafe wells and, when available, the start depth together with an estimate of the probability that the estimate is correct. User sends a series of short messages to pinpoint their location based on either village name or geographic coordinates. The database calculates the safe start depth for the well at which arsenic concentrations are not likely to be toxic. http://www.worldchanging.com/archives/005170.html

Mobile Alerts The school did not notify students by e-mail of the first shootings until 9:26 a.m., said Matt Dixon, who lives in the dorm. Mr. Dixon did not receive the e-mail message until he returned from his 9:05 class. When he left for that class, he said, a resident adviser told him not to use the central stairs, so he left another way…On dry erase boards, advisers had written, “Stay in your rooms,” Mr. Dixon said. - NYT.

Media Mutliplexity Strategy “ Our goal on Sept. 5 is that whether you’re in your car, on your computer, commuting, listening on your cell phone, or, God forbid, at home watching television, that the CBS News will be available to you” - President of CBS News and Sports, New York Times , July 17, 2006 on changes for “ The CBS Evening News.”

Social Media’s Future: Personalized Extended Reach

Implications for Social Marketers ‘ Be Everywhere’ [Media Multiplexity] Interactivity and AGC (audience generated content) Collaboration and Sharing Social Networks and Social Capital Aggregate or COGs (Centers of Gravity) Education, Engagement, Entertainment, Empowerment and Evangelism

Marketing with the connected consumer

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Marketing with the connected consumer