Unleashing The Power Of The User
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The document discusses the potential of mobile social networking and user-generated content (UGC) for highly-targeted mobile advertising, particularly among young audiences. It emphasizes the importance of community engagement, authenticity, and the need for brands to relinquish some control in order to foster creativity and viral success. Key strategies include providing tools for users to create content and prioritizing relevance over traditional marketing tactics.
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Unleashing The Power Of The User
- 1. Unleashing the power of the user Exploiting mobile social networking and user-generated content to deliver highly-targeted mobile advertising
- 2. First the bad news
- 4. 350,000 users 28,000,000 page impressions Eyevibe alone
- 6. They are targeting 18-24 year olds
- 7. Ubiquity first targeting second
- 9. Unleashing the power of the user Exploiting Mobile Social Networking and User Generated Content to Deliver Highly Targeted Mobile Advertising
- 10. Two kinds of UGC models UGC-powered broadcast models Total communities
- 11. Two kinds of UGC models UGC-powered broadcast models 99% audiences in consumption mode Total communities (to take part you must create part) 99% creators – ready to take part
- 13. Total Communities To take part you have to create part
- 14. Give them something to do together
- 15. 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)
- 16. What it takes
- 17. What it takes A willingness to relinquish control. Toolkits users can play with. Creative users.
- 18. What it takes A willingness to relinquish control. Toolkits users can play with. Creative users. 2 and 3 are readily available. Number 1 is down to you.
- 19. 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
- 20. Thanks for your time! David Cushman FasterFuture.blogspot.com [email_address] Twitter.com/davidcushman All images shared by the flickr community
Editor's Notes
- #2: INTRO ME, ROLE, WHAT WE DO.