Social media mobile computing
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Mobile computing allows users to access the internet on portable devices like smartphones and tablets. Smartphone adoption has grown significantly since their introduction. The top operating systems are Android and iOS. Social networks like Facebook, Twitter, and LinkedIn saw rapid growth in mobile access in 2010. This allows marketers new opportunities through mobile apps, text messaging, and mobile ads. Branded social networks created by companies and location-based networks like Foursquare are two key ways marketers can leverage mobile. Location-based networks allow deals, discounts and games to engage users and drive awareness and sales. The future of mobile marketing may involve more personalized, location-aware ads and offers tailored to individual behaviors.
Social media mobile computing
- 1. Mobile Computing and Location Marketing Andrea Mitchell, Andrey Zuniga, Alyssa Galvez & Noelle Brooks
- 2. 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.
- 3. 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.
- 4. Brief history of smartphone growth and adoption Since 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
- 5. Most Popular Operating Systems 1. Android 3.iOS 1. Symbian
- 6. 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
- 7. Marketing with Mobile Computing Allows 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
- 8. Marketing with mobile computing (cont.) Two key opportunities to leverage mobile 1. Branded social networks delivered through applications 2. Location-Based social networks/applications
- 9. Branded Social Network A 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
- 10. Examples of Branded Social Networks Children with diabetes kids, families, adults with diabetes newsletter FAQs Private Chat Rooms Discussion forums SitorSquat by Charmin add/find/rate nearby restrooms
- 11. Branded Social Networks Success Key challenge is discovery Rely on advertising and paid marketing to build audience
- 12. 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.
- 13. Location-based Social Networks and Gaming Location 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.
- 14. The Growth of Location-based Social Networks Location 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
- 15. Marketing with Location-based Social Networks Deals 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
- 16. Example check 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 in everyone gets a reward!!! Sprint $500 to invite 5 friends $100 each
- 17. 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
- 18. 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 activity allows 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
- 19. Case study Conan O’Brien The 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
- 20. . 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.