bricks + mobile 2011 - the ultimate digital marketing combo
DESCRIPTION
Beer and pizza. Milk and cookies. Popcorn and movies. Some things make fantastic combos – just like social media and mobile. While each is an effective channel on its own, the intersection of the two creates considerably marketing opportunity. Why? Industry stats show that 150+ million mobile users are on Facebook alone. Mobile Facebook users are twice as active than non-mobile users. And 60% of all mobile internet usage is spent on social networking sites. In other words, the Internet is really becoming the “Socialnet,” and its mobile denizens are driving its growth! But are you capitalizing on this potent pairing? This session will discuss how brands can best combine the power of social media and mobile to reach their target audiences. We’ll cover innovative ways brands are leveraging the two today, case studies of the duo’s success in action, and secrets to developing an effective mobile and social strategy. But be ready to take some notes as we’ll be delivering best practices to make it all work. Overall, you’ll walk away with an understanding of why mobile and social media create a combo not to be missed!TRANSCRIPT
Mobile and SocialThe Ultimate Digital Marketing Combo
Kathleen Skerry, Senior Social Media Innovation Lead, iProspect Aubrie LaMar, Senior Account Manager, iProspect
The combination of social and mobile provides unprecedented opportunity to connect and engage with consumers while driving key business goals.
Social & Mobile in Action
Before You Hit the Ground Running…
Social Media Strategy
Social Media Tactics
Optimization Plan
Measurement Plan
Resource Allocation
It all starts with Social
Social Monitoring/
Insights
Competitive Analysis
Brand Insights
Target Audience
Business Goals
Mobile Monitoring/
Insights
Mobile Monitoring/
Insights
Social/Mobile Strategy
Social/Mobile Tactics
Reasons Mobile & Social Make the Perfect Combo3
Build Brand Awareness & ConsiderationExpose your brand through social networking
By checking-in users are directly (or indirectly) becoming brand advocates
Leverage social connections to drive new business from people who didn’t even know they were looking for you
Connect & Engage with CustomersConnect with your customers on a more personal level
Respond and create a one-on-one dialogue
Better understand your customers needs and wants
Maximize the Right Now OpportunityReach customers where they are with the most effective messaging
Communicate with customers who are close by…maybe even in your location right now
Influence purchase behavior and drive sales
Build and encourage brand loyalty
Social Networks have Mobilized
Leverage the mobile platform and features of existing social networks
Mobile features have evolved Yelp’s social networking value
proposition
Augmented Reality creates a unique So’Mo experience
Location Based Services offer engagement opportunities for you and your customers
Are Location Based Services right for you and your customers?
Ensures accurate information is available – Claim your listings
Low cost of entry to claim/own your business
LBS have evolved from game play to a fully realized social experience
Location information
User reviews
Promotions & Deals
Branding opportunity
Who Have Put Their So’Mo Strategies in Action?
Jimmy Choo Trainer Hunt
Chili’s Foursquare Initiatives
ABC Grey’s Anatomy iPad Experience
Best So’Mo Practices3
#1: LISTEN & LEARN
It’s not about you…
What devices are they using?
What are your customers talking about?
Where on the social web are your customers congregating?
Who is your target audience?
# 2: PREPARE & PLAN
Get your house in order…
Do you have the right resources in place?
Are your goals and budgets aligned?
Who will be responsible for your so’mo success?
#3: Be Uniquely You
Know who you are…
What do you have to offer? o Deals, promotions, digital content, messaging?
Are you able to take advantage of the specific features that mobile allows o Location features, built-in cameras/video, etc.
Social & Mobile Make the Perfect Combo
Online interaction is more social; accessing the social web is more mobile
Understanding the evolving relationship between these emerging platforms presents unprecedented opportunities
Creating a so'mo strategy is essential for brands looking to stay connected to and build relationships with its audience
Kathleen SkerrySenior Social Media Innovation Lead, iProspect
Aubrie LaMarSenior Account Manager, iProspect
Mobile Bakery
Gourmet Mac & Cheese
Modern Street Food
In Case You Were Hungry…
Pure Deliciousness