Mobile Computing and

Location MarketingAndrea Mitchell, Andrey

Zuniga, Alyssa Galvez & Noelle Brooks

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.

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.

Brief history of smartphone growth and adoptionSince 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

Most Popular Operating Systems1.Android 3.iOS

2.Symbian

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

- At your fingertips

- Marketing

Marketing with Mobile ComputingAllows 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

Marketing with mobile computing (cont.)Two key opportunities to leverage mobile

1.Branded social networks delivered through applications

2.Location-Based social networks/applications

Branded Social NetworkA 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

Examples of Branded Social Networks Children with diabetes

kids, families, adults with diabetes

newsletter

FAQs

Private Chat Rooms

Discussion forums

SitorSquat by Charminadd/find/rate nearby restrooms

changing tables/handicap

cleanliness

win-win for Charmin and users

Dunkin Donuts Case Study

Branded Social Networks Success Key challenge is

discovery

Rely on advertising and paid marketing to build audience

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.

Location-based Social Networks and GamingLocation 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.

The Growth of Location-based Social NetworksLocation 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

Marketing with Location-based Social NetworksDeals 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

Examplecheck 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 ineveryone gets a reward!!!

Sprint $500 to invite 5 friends $100 each

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

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 activityallows 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

Case studyConan O’BrienThe 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

.

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.