neil perkin cim social media boot camp

neilperkin.typepad.com

@neilperkin

10.30-10.45 Introduction

10.45-11.45 The Power of Blogging (How to supercharge Facebook & LinkedIn)

Graham Jones, Internet Psychologist

11.45-12.45 Maximising Your Sales And Building Your Reputation Through Social Media

Jeremy Spiller, MD, White Hat Media

12.45-13.45 Networking Lunch

13.45-14.45 Social Media Optimistion

Mark Cook, Search Marketing Director, Further

14.45-15.45 Mobile, Social & Location Based Marketing

Me

15.45-16.00 Closing remarks

What We’ll Cover Today

Why Is Social Media Important?

radio

mags

newspapers

online ads

outdoor

television

„advertising‟

social

media

natural

search

campaigns

affiliates

email

corporate

website

community

product

site(s)

campaign

site(s)video sharing

social networks

blogs

forums

personal pages

PAID MEDIA

EARNED MEDIA

OWNED MEDIAAll media directly owned by the brand. These

destinations provide a platform to drive

marketing messages and tools to create

Earned Media

Typical corporate media spend

Drives people to Owned Media

First-person commentary and

content about the brand posted

and shared across a variety of

venues

“Social Media” outlets also

support both Bought Media

(e.g., ad banners, sem/ppc,

etc.) and Owned Media (e.g.,

widgets, apps, etc.)

The New Content Ecosystem

Digital spans the content ecosystem

It’s Where Your Customers Are

It’s Where Your Customers Are

Facebook + You Tube = largest share gain of global online usage in recent years

It’s Where Your Customers Are

Source: UKOM December 2010

¼ of time spent on social media

It’s Where Your Customers Are

Word of mouth from friends & family is consistently one of the most powerful forms of influence

It’s Where Your Competitors Are

Twitter is the most popular website used by UK organisationsas part of their social media marketing activity.

[Source: Econsultancy/bigmouthmedia Social Media and Online PR Report 2010, September 2010]

Social media display up dramatically year on year

c. 200%

It’s Where Your Competitors Are

It’s Where Your Competitors Are

73% of organisations increased their spend on social media marketing in 2010.

[Source: Econsultancy/bigmouthmedia Social Media and Online PR Report 2010, September 2010]

Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a conversation

Adapting the message/ beta

Focused on the consumer / Adding value

Influencing, involving

User created content / Co-creation

COMMUNICATIONS MEDIA SOCIAL MEDIA

Social Media – A Different Rulebook

• There are more than 200 million active users currently accessing Facebook through their mobile devices.

• These are twice as active on Facebook than non-mobile users.

• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebookmobile products

Mobile and social

Social + Search = increasing synergy

Consumer writes review/postWeight of

comments and linksGoogle ranks on page 1

Reach: 1% Reach: 5% Reach: 70%

Google has now introduced ‘Social Search’. And the ‘+1’ button

Brand Reputation is a lot more transparent

Consumers have a much more active role in the public

perception of your brand

Content (& Conversation About Content) Spread More Quickly Than Ever

Realtime

Content (& Conversation About Content) Spread More Quickly Than Ever

Realtime

Realtime

• News and content can spread in a very short space of time• The Royal Wedding saw 687,000 status updates over 4 hours, about 47 per second

10.30-10.45 Introduction

10.45-11.45 The Power of Blogging (How to supercharge Facebook & LinkedIn)

Graham Jones, Internet Psychologist

11.45-12.45 Maximising Your Sales And Building Your Reputation Through Social Media

Jeremy Spiller, MD, White Hat Media

12.45-13.45 Networking Lunch

13.45-14.45 Social Media Optimistion

Mark Cook, Search Marketing Director, Further

14.45-15.45 Mobile, Social & Location Based Marketing

Me

15.45-16.00 Closing remarks

What We’ll Cover Today

MOBILE, SOCIAL,

LOCATION

http://www.flickr.com/photos/33645693@N08/4183229960/

• Why Is Mobile Important?

• Location Based Services – What They Are, Commercial Opps

• Mobile and utility, mobile and gaming

• The Future – Augmented Reality, Multi-screening, Realtime

Why is mobile important?

“As I think about Google's strategic initiatives in 2011, I realize they're all about mobile.” Eric Schmidt

Exercise:

Everyone stand up

Take your mobile phone out of your pocket/bag

Hand it to the person on your right

How does that make you feel?

• Mobile devices are highly personal – they serve as part of our identity

• We are perpetually connected, constant companion

• Ever more important tool for information, entertainment, music, photos

• Mobile is ubiquitous – there are more mobile phones in the UK than there are people

• 38% of under 25s say mobile is more important than wallet

Why is mobile important?

Morgan Stanley Internet Trends Report 2010

“The Mobile web is growing 8x faster than the desktop web at its same moment in time” Eric Schmidt

Currently 90% of mobile traffic is voice. By 2015 that will be 15%

Why is mobile important?

Rapid Adoption

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

The Growth of the App Economy

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

Growth in Android Platform

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

Growth in Android Platform

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

7.9m UK mobile users accessed social networks from their phones at least daily, while 14.7m people did so at least once during March 2011.

Mobile and Social

Mobile and Social

Social platforms are increasingly interconnected

Sharing is increasingly seamless

Smartphones Are Transformational

Average time spent on mobilec60% is new activity

Smartphones Are Transformational

Mobile Video Traffic

Although still a small percentage of the TV subscription market (1%), mobile TV is forecast to grow by 17% CAGR through 2014 (PWC)

43%37% 35%

27%

75%

58%62%

53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Research Purchase direct to bill

Experience enhancers

Purchase via card/bank

details

All users

Smartphone users

Source: IAB Consumer M-Commerce Study October 2010 Base All UK Mobile Users (1039)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Research Purchase direct to bill

Experience enhancers

Purchase via card/bank

details

All users

Smartphone users Smartphone

users are

63% more likely to

engage in M-

Commerce

Mobile and commerce

Convenience wins

47%

42%

33%

32%

29%

26%

25%

11%

11%

7%

out and about

the easiest way of doing it

it provides me with useful info*

spontaneous / impulsive decision

means I don't have to carry so much stuff*

no other online access

experimentation

it's the only way of doing it

knows where you are - more relevant info*

felt like the most secure way

average across all four commerce areas (where the same question was asked)

Why did you use your mobile for researching/buying?

Source: IAB Consumer M-Commerce Study October 2010Base: All respondents who are involved in each area of M Commerce* Indicates this options was only asked of one area of M-Commerce

“Eric Schmidt, Google’s chief executive, showed off the company’s next Android-powered phone, which will contain a chip that will allow people to

make payments via their handsets.”

And soon it will be even more convenient…

http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/1048579/o2-orange-clear-location-based-ads/

O2 and Orange both intend for their Near Field Communication (NFC)-enabled handsets to become 'cashless wallets’. As well as location data, brands will be able to target consumers based on their

demographic and other information held by the operators.

Near Field Communication

NFC technology enables a secure connection between the phone and another NFC enabled device – make purchases, get more information in-store

Location, Location, Location

Foursquare

• Location-based mobile platform • Users “check in” via a smartphone app or SMS, users share their location with friends while collecting points and virtual badges. • Guides real-world experiences by allowing users to bookmark information about venues that they want to visit and surfacing relevant suggestions about nearby venues

• Users: Over 8 million worldwide, adding around 35,000 new users each day

• Check-ins per day: Over 2.5 million, with over half a billion check-ins in the last year

• Businesses: Over 250,000 using the Merchant Platform

Foursquare

Checking In

Checking In

Badges

Friends Activity

Leaderboards

Tips

Foursquare Merchant Platform

• For venue owners, big and small

• Attract new customers or reward your most loyal ones by offering foursquare Specials – mobile coupons, prizes or discounts

Attracting New Customers

Friends special Swarm special Flash special

Attracting New Customers

Newbie special Check-In special

Encouraging Loyalty

Mayor special Loyalty special

How Users Find Specials

When users are looking at the nearby “Places” tab, venues that have active Specials are highlighted.

From the Places tab, users can click through to the list

of Specials Nearby

When a user checks in to your business, they’ll see that you

are offering a Special.

Promoting Specials

Venue Stats Dashboard

• Total daily check-ins over time

• Your most recent visitors

• Your most frequent visitors

• Gender breakdown of your customers

• What time of day people check in

• Portion of your venue’s foursquare check-ins that are broadcast to Twitter and Facebook

Foursquare Pages

• Your custom homepage on foursquare

• Your fans can “follow” your Page

• It allows them to see Tips you’ve left around different places.

• Can be customized to include brand imagery, links to other websites, and located at a custom URL (“www.foursquare.com/yourbrand”).

• Currently a manual request

Partner Badges

• Allow brands to offer badges directly to their followers on foursquare

• Currently in pilot

• Needs to be an earned reward, encouraging loyalty etc

HISTORY is made every day and everywhere. Check in on foursquare and unlock history in your city. Impress your friends by collecting our historical tips, some of which you'll find in

the most unlikely of places. The more you uncover, the closer you get to unlocking the HISTORY ♥ London badge

http://foursquare.com/historychannel

The History Channel on Foursquare

Facebook Places

• Check-ins create a story in your friends' News Feeds and show up in the Recent Activity section on the page for that place.

• When you check in, you can also tag friends who are with you, just as you can tag a friend in a status update or photo.

• You can post an update along with your check-in to tell people more about what you are doing

• In the "People Here Now" section, you can see others who are checked in with you at that place.

Facebook Deals

Facebook Deals

Similar to Foursquare promotions

But Facebook already has the network – 200m+

Reward / privacy trade off

• Offers access to exclusive digital content but only when users can prove their whereabouts via a location-based service like FacebookPlaces or Foursquare

• As soon as they check in at a McCafé, they will be given the option to download their gift - be it an animation,offer, short film or piece of music.

http://www.contagiousmagazine.com/2010/12/mcdonalds_12.php

McCafe Advent Calendar

Google Latitude

• Built out of Google maps

• See where your friends are

• Check-in

• Control you privacy settings

Mobile and utility

Nike Training Club

• Train like an athlete - access to training videos and a personalized training programme

• Visit NikeWomen.com, create a mini avatar, customize a workout and invite friends for some competition

BA Mobile Boarding Card

Each Kindle Single presents a compelling idea--well researched, well argued, and well illustrated--expressed at its natural length

New format for non-fiction works between 10,000 and 30,000 words, that authors can self-publish and sell for $1-$5

Mobile and utility

• Amazon price comparison app

• Allows users to quickly compare in-store prices with the prices of by snapping a photo, scanning a barcode, or speaking or typing in the name of a product.

• If said product is cheaper, users can then purchase the item for delivery in a single click.

Mobile and utility

Mobile and utility

Scan barcodes on all the stuff you love, see

comments/reviews people have left, share your own, get

promotions and offers, win stuff

A QR code (Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones

Tourism Canada / Metro use of QR codes

Use a QR code for a URL, text, phone number or SMS:

http://qrcode.kaywa.com/

Mobile and utility

Visual Search - Google Goggles

Mobile and gaming

• Downloaded more than 30 million times across different mobile platforms, with 12 million of those being paid downloads

• Earnings of over $1 million per month with the ad-supported version

• 80% retention rate

Gaming with Branded Apps – Barclaycard Waterslide

The FutureAugmented Reality, Multi-screening, Realtime

http://blogs.forrester.com/thomas_husson/10-12-20-mobile_augmented_reality_beyond_the_hype_a_glimpse_into_the_mobile_future

Over-hyped in the short-term, disruptive in the longtermOverlaying the real world with virtual information – utility and gaming will make the difference

Augmented Reality

Layar Augmented Reality App

• An augmented reality browser that shows you the things you can’t see• Information laid over live onto your camera’s view• Syncs with location and social apps

Mobile Augmented Reality Apps

iButterfly Augmented Reality Location Based Couponing

The app tasks its users with catching virtual butterflies , each representing one or more coupons. You can even share "butterflies" with your friends via Bluetooth.

Commercial Applications of Augmented Reality

Branded Content On App Services

• Instagram has quickly become popular in Brazil

• Levi's Brazil created its own profile: levisbrasil

• Used to display products that will be released in the forthcoming collection, as well as images that represent the brand's personality.

• Connecting in a non-intrusive, visual way

http://streetartview.com/

Red Bull StreetArtView

“a collaborative collection of sites from Google StreetView showcasing streetart from all over the globe”

Multi-Sceening

86% of mobile phone owners use the internet on their handset while watching TV

* source: Yahoo/Nielsen 2010

• Offline media a key driver of online conversation

• The ‘watercooler’ is moving to realtime social channels

• TV producers capitalising through integrations of Twitter on TV including hashtags on-air, handles on-air, live-tweeting and curated Tweets.

Social Media Backchannels

Eight out of 10 respondents to the poll said they used Twitter, Facebook or other mobile applications to actively comment on shows and chat with their friends as they

watch.Digital Clarity survey of 1,300 British mobile internet users below the age of 25

Social Media Backchannels

Social TV Apps - Peel

Peel turns your phone into a remote and provides a free guide that learns TV shows you like and suggests top picks to watch on TV

• A social network for entertainment

• Check-in and rate things, see what’s good, what your friends are into, get rewards

• More than 900,000 users and 12M new unique ratings and check-ins for TV shows, movies, music and books every month

• A TV spot supported with a phone app, turning a regular TV ad into an interactive viewing experience

• Viewers can interact with the TV spot on their handset, catching the animated characters as they appear on screen

• This works through sound-syncing technology, which uses audio recognition to sync the app on the viewer's handset with the advert's soundtrack, allowing a user to interact with what's happening in the ad in real time.

• The free app lets viewers collect up to seven characters from the ad, who can hop from TV to computer screen and even another iPhone before jumping onto their own handset.

• Each of the characters is interactive and you can play using some of the phone's functionality; a toy space monkey can be made to dance by singing into the phone, and a playful puppy chases its tail when you tickle it on screen.

Honda – This Unpredictable Life

Honda – This Unpredictable Life

Honda – This Unpredictable Life

Branded realtime apps - an iPhone app designed to let fans interact in real time with the action in the UEFA Champion's League

A game that syncs automatically with the TV, and allows you to predict what will happen in the game

Branded Realtime Apps

Heineken Star Player

http://www.flickr.com/photos/alphadslr/

neilperkin.typepad.com

@neilperkin