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Why Mobile Social Media Matters Shortened link to share this: http://slidesha.re/mo_so Get the link to this presentation! Text BERKO to 66937 now powered by                       David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 dberkowitz@360i.com Twitter: @dberkowitz / @360iBlog: MarketersStudio.com / blog.360i.com
About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and H&R Block, among others.   360i is a division of Innovation Interactive, a digital marketing services company. For more information, please visit http://www.360i.comor follow us on Twitter @360i. 2
About this presentation 	The following presentation was delivered as a keynote address at an event hosted by The Coca-Cola Company. It has been annotated and slightly modified; this is the ‘director’s cut.’ 	While the statistics, technologies, and tactics will change with each passing month, the broader trends should be more enduring. 	Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose. If you wish to share this, feel free to use http://slidesha.re/mo_so as it’s been pre-shortened for your convenience. I’m honored that you’re taking the time to review this. Thank you so much. = David Berkowitz 3
Best. Agenda. Ever. A few words about your guest 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) Awesome!
If you remember 3 things… Mobile social media is already mainstream Tap into consumers’ intrinsic motivation All mobile’s going social
a few words about your guest (me)
Here’s 360i’s Emerging Media Lab in our NY office. See more on Mashable.
NEW in September 2010 Download 360i’s Playbooks: Mobile: mobileplaybook.360i.com Social: playbook.360i.com
I explore mobile social media in places not everyone will go, from uploading Facebook photos mid-flight in airplane bathrooms to Foursquare venues some may consider taboo. Note on 4sq: the mayor, a food truck on Long Island, left a tip.
A few of my highest accolades
A Tale of Two Doughnuts Using Facebook Places while at Voodoo Doughnut in Portland, OR, I found tips for great doughnuts. More importantly, I saw that my NYC friend Mike Lee was a block away at a Chinese restaurant and he met me while I was on line. This experience, made possible by mobile social media, led to a much more memorable outing.
What isMobile Social Media? 12
Online social networks on mobile devices
Share content via social channels
Connect mobile sites & apps with social networks
Mobile social networks 16
Location-based check-in services 17
Sharing and streaming content 18
Social gaming 19
Review of the types of mobile social media Online social networks on mobile devices Share content via social channels Connect mobile sites & apps with social networks Mobile social networks Location-based check-in services Sharing and streaming content Social gaming
QuantifyingMobile Social Media 21
150 million mobile Facebook users
47% Americans whosay cellphonesare necessities (via Pew) 59% Americans whosay clothes dryersare necessities
WINNER!!!
240% increase in social networking app access year over year in the US(comScore)
60% of all mobile internet usagespent on social networking(Ground Truth)
Why Do PeopleUse Mobile Social Media? 27
Let’s ask Lenny Legoman Howdy.
Lenny, why are you into mobile social media? Ummmm...
He’s not that eloquent. I’ll just tell you.  Thanks!
First, he does it to connect…
He connects with hisfriends who are nearby.
Lenny L was here
He connects with his broadernetworks digitally.
He connects with places.
He connects with the peoplerepresenting those places.
He also connects withmoments in time.
I was gonna say all that.
Beyond connecting, there are many other reasons.
Self-esteem
@lenny_bricks_legoman
Altruism
Mobile social media offers way for people to offer support to others.
Fun
LLegoman
Intellectual Curiosity
Lenny can get useful information about local businesses from his friends. Lenny L. Lenny L.
Memory
All have something in common
They’re all intrinsic motivators
Some motivators are extrinsic
They make it clearwhat’s in it for Lenny $  $
This includes… Money/ Goods $  $
This includes… $  $ Badges
This includes… $  $ Points
This includes… $  $ Bling! $
One little problem…
As extrinsic rewards are emphasized…
…Marketers run the risk of depleting consumers’ intrinsic motivation.
Motivation Bubble Ahead I refer to this as the Motivation Bubble, which may prove dangerous long-term. (Read more here).
The danger is that consumers will be trained like Pavlov’s dogs, learning to salivate for rewards, not because they are truly motivated.
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.
The good news: The upside is external rewards can be part of an overall program that still emphasizes intrinsic wants.
How People AreUsing Mobile Social Media 66
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.)
Why the living room matters The Role of the Living Room ,[object Object]
Key connections: networks, content ,[object Object]
Panasonic & Skype turn living room into chatroom
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.
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.)
And what about the tablet? Well, not this one…
No, not that tablet either!
Damn you, Google Image Search!
It’s semi-mobile: a stationary device, used when you’re at the airport, home, or…
…the beauty salon. Steve, love the coif!
You won’t use a stationary device like you will a mobile device. Don’t try this at home.
Tablets add social integration opportunities. Below: ABC’s demo of its My Generation Sync iPad app  79
The Role of the Store ,[object Object]
Key connections: location, friends, products,[object Object]
Jump to today, where Bravo and Sephora creatively promote virtual and tangible location-based rewards
Starbucks augments reality in a promotion with BrightKite
SCVNGR drives interaction via challenges
Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users
Shopkickkickstarts semi-automatic check-ins
Prepare for a new wave of social shopping
Apps beget apps: Beerby builds on Foursquare to find and share good beer near you
Feeling lucky, punk? Assisted Serendipity shows gender ratios of local hotspots based on check-ins 89
The Role of the Product ,[object Object]
Key connections: Products, brands, location, network,[object Object]
It’s a contentious kingdom
Stickybits turns objects into conversation pieces 93
Foodspotting: all about checking out (dishes)
The Future ofMobile Social Media 95
Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move forward”
4G will further accelerate usage of MSM – it’s the equivalent of faster broadband online
Hyperpassivecheckins complement the hyperactive Apps like Future Checkin and Footprint Feed allow automated or “hyperpassive” checkins
More MSM usage means more scary stories (don’t let the hype and backlash overshadow the bigger usage trends)
More MSM usage means more scary stories (take II) PLEASE ROB ME
Mobile devices come with their perils… Watch the hilarious video (part of a great series)
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
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.
RFID, NFC expand opportunities, take II At Coca-Cola Village in Israel,wristbands with RFID chips allowedattendees to check in at variousstations and share related contenton their Facebook profiles.Watch the video.
All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes)
All media becomes mobile social media BBC makes the news more social, Yowza does so for coupons, and Wazecrowdsources traffic reports
Recap of trends for the future  4G will further accelerate MSM Hyperpassivecheckins complement the hyperactive More MSM usage means more scary stories Think beyond the phone RFID, NFC expand opportunities All media becomes mobile social media 107
Whoa! Get all that?
If you remember 3 things… Mobile social media is already mainstream Tap into consumers’ intrinsic motivation All mobile’s going social
? In lieu of live Q&A, post or tweet comments and we’ll continue the conversation. !
Thank you! David Berkowitz dberkowitz@360i.com Twitter: @dberkowitz / @360i Blog: MarketersStudio.com / blog.360i.com LinkedIn: linkedin.com/in/dberkowitz Shortened link to share this: http://slidesha.re/mo_so Download 360i’s Mobile Playbook: http://mobileplaybook.360i.com

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Why Mobile Social Media Matters

  • 1. Why Mobile Social Media Matters Shortened link to share this: http://slidesha.re/mo_so Get the link to this presentation! Text BERKO to 66937 now powered by David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 dberkowitz@360i.com Twitter: @dberkowitz / @360iBlog: MarketersStudio.com / blog.360i.com
  • 2. About 360i 360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and H&R Block, among others. 360i is a division of Innovation Interactive, a digital marketing services company. For more information, please visit http://www.360i.comor follow us on Twitter @360i. 2
  • 3. About this presentation The following presentation was delivered as a keynote address at an event hosted by The Coca-Cola Company. It has been annotated and slightly modified; this is the ‘director’s cut.’ While the statistics, technologies, and tactics will change with each passing month, the broader trends should be more enduring. Your feedback is welcome, whether via email (dberkowitz@360i.com), Twitter (@dberkowitz & @360i), or however else you choose. If you wish to share this, feel free to use http://slidesha.re/mo_so as it’s been pre-shortened for your convenience. I’m honored that you’re taking the time to review this. Thank you so much. = David Berkowitz 3
  • 4. Best. Agenda. Ever. A few words about your guest 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) Awesome!
  • 5. If you remember 3 things… Mobile social media is already mainstream Tap into consumers’ intrinsic motivation All mobile’s going social
  • 6. a few words about your guest (me)
  • 7. Here’s 360i’s Emerging Media Lab in our NY office. See more on Mashable.
  • 8. NEW in September 2010 Download 360i’s Playbooks: Mobile: mobileplaybook.360i.com Social: playbook.360i.com
  • 9. I explore mobile social media in places not everyone will go, from uploading Facebook photos mid-flight in airplane bathrooms to Foursquare venues some may consider taboo. Note on 4sq: the mayor, a food truck on Long Island, left a tip.
  • 10. A few of my highest accolades
  • 11. A Tale of Two Doughnuts Using Facebook Places while at Voodoo Doughnut in Portland, OR, I found tips for great doughnuts. More importantly, I saw that my NYC friend Mike Lee was a block away at a Chinese restaurant and he met me while I was on line. This experience, made possible by mobile social media, led to a much more memorable outing.
  • 12. What isMobile Social Media? 12
  • 13. Online social networks on mobile devices
  • 14. Share content via social channels
  • 15. Connect mobile sites & apps with social networks
  • 18. Sharing and streaming content 18
  • 20. Review of the types of mobile social media Online social networks on mobile devices Share content via social channels Connect mobile sites & apps with social networks Mobile social networks Location-based check-in services Sharing and streaming content Social gaming
  • 22. 150 million mobile Facebook users
  • 23. 47% Americans whosay cellphonesare necessities (via Pew) 59% Americans whosay clothes dryersare necessities
  • 25. 240% increase in social networking app access year over year in the US(comScore)
  • 26. 60% of all mobile internet usagespent on social networking(Ground Truth)
  • 27. Why Do PeopleUse Mobile Social Media? 27
  • 28. Let’s ask Lenny Legoman Howdy.
  • 29. Lenny, why are you into mobile social media? Ummmm...
  • 30. He’s not that eloquent. I’ll just tell you. Thanks!
  • 31. First, he does it to connect…
  • 32. He connects with hisfriends who are nearby.
  • 33. Lenny L was here
  • 34. He connects with his broadernetworks digitally.
  • 35. He connects with places.
  • 36. He connects with the peoplerepresenting those places.
  • 37. He also connects withmoments in time.
  • 38. I was gonna say all that.
  • 39. Beyond connecting, there are many other reasons.
  • 43. Mobile social media offers way for people to offer support to others.
  • 44. Fun
  • 47. Lenny can get useful information about local businesses from his friends. Lenny L. Lenny L.
  • 49.
  • 50. All have something in common
  • 52.
  • 53. Some motivators are extrinsic
  • 54. They make it clearwhat’s in it for Lenny $ $
  • 56. This includes… $ $ Badges
  • 57. This includes… $ $ Points
  • 58. This includes… $ $ Bling! $
  • 60. As extrinsic rewards are emphasized…
  • 61. …Marketers run the risk of depleting consumers’ intrinsic motivation.
  • 62. Motivation Bubble Ahead I refer to this as the Motivation Bubble, which may prove dangerous long-term. (Read more here).
  • 63. The danger is that consumers will be trained like Pavlov’s dogs, learning to salivate for rewards, not because they are truly motivated.
  • 64. 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.
  • 65. The good news: The upside is external rewards can be part of an overall program that still emphasizes intrinsic wants.
  • 66. How People AreUsing Mobile Social Media 66
  • 67. 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.)
  • 68.
  • 69.
  • 70. Panasonic & Skype turn living room into chatroom
  • 71. 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.
  • 72. 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.)
  • 73. And what about the tablet? Well, not this one…
  • 74. No, not that tablet either!
  • 75. Damn you, Google Image Search!
  • 76. It’s semi-mobile: a stationary device, used when you’re at the airport, home, or…
  • 77. …the beauty salon. Steve, love the coif!
  • 78. You won’t use a stationary device like you will a mobile device. Don’t try this at home.
  • 79. Tablets add social integration opportunities. Below: ABC’s demo of its My Generation Sync iPad app 79
  • 80.
  • 81.
  • 82. Jump to today, where Bravo and Sephora creatively promote virtual and tangible location-based rewards
  • 83. Starbucks augments reality in a promotion with BrightKite
  • 84. SCVNGR drives interaction via challenges
  • 85. Mobile + Local + Social = Marketing Opportunity:H&M integrated with MyTown to reward users
  • 87. Prepare for a new wave of social shopping
  • 88. Apps beget apps: Beerby builds on Foursquare to find and share good beer near you
  • 89. Feeling lucky, punk? Assisted Serendipity shows gender ratios of local hotspots based on check-ins 89
  • 90.
  • 91.
  • 93. Stickybits turns objects into conversation pieces 93
  • 94. Foodspotting: all about checking out (dishes)
  • 95. The Future ofMobile Social Media 95
  • 96. Let’s step back to figure out what’s next, or,as “30 Rock” put it, “retreat to move forward”
  • 97. 4G will further accelerate usage of MSM – it’s the equivalent of faster broadband online
  • 98. Hyperpassivecheckins complement the hyperactive Apps like Future Checkin and Footprint Feed allow automated or “hyperpassive” checkins
  • 99. More MSM usage means more scary stories (don’t let the hype and backlash overshadow the bigger usage trends)
  • 100. More MSM usage means more scary stories (take II) PLEASE ROB ME
  • 101. Mobile devices come with their perils… Watch the hilarious video (part of a great series)
  • 102. 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
  • 103. 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.
  • 104. RFID, NFC expand opportunities, take II At Coca-Cola Village in Israel,wristbands with RFID chips allowedattendees to check in at variousstations and share related contenton their Facebook profiles.Watch the video.
  • 105. All media becomes mobile social media(Apple’s Ping adds a social layer to iTunes)
  • 106. All media becomes mobile social media BBC makes the news more social, Yowza does so for coupons, and Wazecrowdsources traffic reports
  • 107. Recap of trends for the future 4G will further accelerate MSM Hyperpassivecheckins complement the hyperactive More MSM usage means more scary stories Think beyond the phone RFID, NFC expand opportunities All media becomes mobile social media 107
  • 108. Whoa! Get all that?
  • 109. If you remember 3 things… Mobile social media is already mainstream Tap into consumers’ intrinsic motivation All mobile’s going social
  • 110. ? In lieu of live Q&A, post or tweet comments and we’ll continue the conversation. !
  • 111. Thank you! David Berkowitz dberkowitz@360i.com Twitter: @dberkowitz / @360i Blog: MarketersStudio.com / blog.360i.com LinkedIn: linkedin.com/in/dberkowitz Shortened link to share this: http://slidesha.re/mo_so Download 360i’s Mobile Playbook: http://mobileplaybook.360i.com
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