Course Materials for the Social Media Marketing on the Go certificate course at SFSU

1. Social Media on the Go
Trends in Mobile Technology
Instructor: Mario Tapia
tapiamg@gmail.com
@mariotapia
SFSU CEL Social Media Marketing Program
http://bit.ly/SMM9004MobileSMM
Spring 2012
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2. Session 1
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2 Mobile Social Media

3. About Me!
• Mario Tapia – Dir of Business Development, GetJar Inc
• 12 yrs in Mobile Data Products
• Telecommunication Systems TCS – Pioneered Location
Technologies
• AT&T – American Idol Voting and Mobile Browsing
• T-Mobile – Location technologies, Device UI
• Dwango – Playboy, Rollingstone, Napster, ESPN
• Disney – Mobile Content, Games, Wallpapers, Tones
• Nokia – Global Developer Marketing
• Yahoo – Mobile Products for LATAM
• MobileMonday – Director, Non-Profit Industry Meetup
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4. GetJar is the world’s 2nd largest app store
• Appsolutely Everything
– Started in 2005
– Supports 2300+ phones
– 75,000+ free apps
– 90M downloads per month
– 1 billion downloads to date
– 200+ countries
• Publishing and Promotion
for content owners
– Free distribution
– Pay-Per-Download
distribution
– In depth analytics
– Supports all 3rd party
payments solutions*
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5. Distributing apps for top brands…
Internet Games & Entertainment Social Networking
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6. Introductions
1. What is your name?
2. What do you do?
3. What do you want to be when you grow up?
4. Why are you taking this class?
5. What do you want to learn in this class?
6. What kind of phone do you use?
7. How do you use Mobile in your daily life?
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7. Session 1
• Introduction to Mobile Technologies:
– Mobile Web, SMS, Mobile Ads, Print, Apps
• Numbers Foundation:
– Users, Devices and Usage patterns: Key trends
• App-opportunity –Mobile Marketing Industry case examples:
– Automotive
– Financial services
– Consumer products and retail
• Key takeaways
• Q & A
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8. Mobile Marketing Channels
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9. Mobile Channels – Branded Mobile Presence
Mobile Sites
m.nbc.com
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10. Mobile Channels - SMS
Mobile SMS
Best Buy
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11. Mobile Channels – Branded Apps
Mobile Apps
ESPN
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12. Mobile Channels – Mobile Banners
Mobile Banners
Yahoo
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13. Mobile Channels – Rich Media Ads
Rich Media –
A fancy word
for Pop Ups.
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14. Print to Mobile
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15. Note: Mobile web is becoming more app-like
in appearance and experience
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16. Mobile Marketing Channel Summary
• Mobile Web – a good place to start with Brands
• SMS – a great way to engage Audience
• Apps – a great way to laser target Audience
• Banners – traditional advertising
• Print to Mobile – growing for advertisers
• Web Apps are starting to look like full Apps
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17. The Numbers
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18. Mobile usage has become pervasive
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19. US Smartphone by Platform 2010
Apple Beats BlackBerry Shipments
for Q3 with iPhone:
15.4m vs. 12.3m
Industry changes very quickly!
See next slide to see market share
erosion of RIM.
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20. US Smartphone by Platform 2011
US Smart Phone Share
Android from 38.1% to 48.6%
Apple 26.6% to 29.5%
RIM 24.7% to 15.2%
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21. Global View of Smartphone Makeup
• Which
platform will
win the
smartphone
race?
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22. Smartphone Users Consume Media
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23. Increased ownership of smart devices is
driving mobile Internet growth
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24. Numbers Summary
• 246.1M (79% of the population) people have a mobile phone in
the US today
• 101.3M Americans have a smartphon
• 101.1M (27% of the population) people use data on their phone in
the US today
• Android leads US in smartphones
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25. Mobile social and location
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26. Social
networks
are
becoming
the primary
way mobile
users
exchange
information
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27. Facebook
leads all
social
activity on
mobiles
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28. Nexus of
mobile and
social is
increasingly
about one
key attribute:
LOCATION,
LOCATION,
LOCATION
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29. In mobile
marketing,
location
leads to
relevance
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30. “Checking In” is the New Loyalty Card
• Gowalla
• Foursquare
• Yelp
• Whrrl
• Loopt
• Shopkick
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31. Mobile Social and Location
• Social is quickly growing on mobile
• Location is the new Loyalty Card and retailers know it
• Social and Location are powerful elements in the mobile era
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32. Usage and spend
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33. How Do People Use Their Phone?
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34. Mobile Advertising Spend is Mainstream
x
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35. Usage and Spend Summary
• SMS, Mobile Web and Apps are top activties on mobile
• Ad spend is real budget on mobile now ~$600M for 2010
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36. Tablet future?
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37. Bigger screens promise
more immersive experiences
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38. The iPad
and other
tablet-style
devices are
changing
the meaning
of mobility
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39. Tablet
buyers are
wealthier,
better-
educated
and more
connected
than the
average
US adult
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40. Its all about apps
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41. “App-ortunity” knocks…Will brands answer?
§ Apps created by brands
§ Apps sponsored by brands
§ Apps supported by ads
§ Apps sold by brands
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42. Games,
music,
social
networking,
weather
and maps
lead in app
usage
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43. Volkswagen Group gets its game on
2008 2009
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44. Mobile
banking
combines
utility,
marketing
and loyalty
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45. Citibank connects the dots
App Web
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46. Kraft succeeds in selling a branded
mobile app
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47. Key takeaways
§ Smartphones growing in US
§ Mobile Web, SMS, and Apps are a way to market
§ Social and Location have arrived as marketing tools
§ We are in an App Age of the industry
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48. In Class Project
• Let’s look at some of your favorite Brand websites.
– Look for mobile promotion
– Look at their mobile presence, mobile web, apps etc.
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49. Home Work Class Project
• Have Smart Phone: Find some examples of
Mobile Ads or Mobile Apps that are Brand
Advertising.
• No Smart Phone: On a PC, find PC based
campaigns promoting Mobile services of your
favorite brand. Can be Text Messaging or a
Call to Action to enter phone number to send
you a link.
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50. Mobile Social Media
Session 2
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51. Agenda
• 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)
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52. If you remember 3 things…
• Mobile social media is already mainstream
• Tap into consumers’ intrinsic motivation
• All mobile’s going social
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53. Mobile Social Media Usage Effect Shopping Habits
• Friends and Family are product
influencers
• Social media was the messenger
of the product information
• Social media helps brand affinity
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54. Mobile Social Media Usage Effect Shopping Habits
• This makes social media,
where consumers connect
with their friends and family,
an important destination for
researching purchasing
decisions in-store.
• This is an added challenge for
retailers and marketers, as
they must focus on keeping
customers happy on the go
and remember how much
influence a customer’s social
media posts can have on their
friends and family members.
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55. A few of my highest accolades
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56. What is
Mobile Social Media?
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57. Online social networks on mobile devices
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58. Share content via social channels
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59. Connect mobile sites & apps with social networks.
The power of the Social Graph.
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60. Mobile-Only social networks
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61. Location-based check-in services – Alphabet Soup
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62. Sharing and streaming content
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63. Social gaming
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64. Social Games have Audience
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65. Review of the types of mobile social media
1. Online social networks on mobile devices
2. Share content via social channels
3. Connect mobile sites & apps with social networks
4. Mobile social networks
5. Location-based check-in services
6. Sharing and streaming content
7. Social gaming
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66. Quantifying
Mobile Social Media
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67. 300+
million
mobile Facebook users
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68. 47% 59%
Americans who Americans who
say cellphones say clothes dryers
are necessities are necessities
(via Pew)
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69. 240%
increase in social networking app
access year over year in the US
(comScore)
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70. 60%
of all mobile internet usage
spent on social networking
(Ground Truth)
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71. Why Do People
Use Mobile Social Media?
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72. Let’s ask Spiderman
Howdy.
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73. Spidey, why are you into
mobile social media?
Ummmm...
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74. He’s not that eloquent.
I’ll just tell you.
Thanks!
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75. First, he does it to connect…
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76. He connects with his
friends who are nearby.
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77. Batman
Superman
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78. He connects with his broader
networks digitally.
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79. He connects with Places
.
People representing those places
Moments in time
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80. There are many more reasons for Connecting.
• Self-esteem: a confidence and satisfaction in oneself
• Altruism: unselfish regard for or devotion to the welfare of others
• Fun
• Intellectual Curiosity
• Memory
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81. Self Esteem
@Superman
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82. Altruism
Mobile social media
offers way for people
to offer support to
others.
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83. Fun
Spiderman
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84. Curiosity
Spiderman can get
useful information
about local
businesses from his
friends.
Superman
Superman
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85. Memory
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86. All have something in common
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87. They’re all intrinsic motivators
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88. Social Media Marketing Program
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89. Some motivators are extrinsic
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90. They make it clear
what’s in it for Lenny
$ $
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91. This includes…
Money/
Goods
$ $
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92. This includes…
$ $
Badges
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93. This includes…
$ $
Points
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94. This includes…
$ $
Bling!
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95. One little problem…
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96. As extrinsic rewards are
emphasized…
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97. …Marketers run the risk of
depleting consumers’ intrinsic
motivation.
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98. Motivation
Bubble
Ahead
I refer to this as the
Motivation Bubble, which
may prove dangerous
long-term.
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(Read

99. The danger is that consumers will be
trained like Pavlov’s dogs, learning to
salivate for rewards, not because they
are truly motivated. Social Media Marketing Program
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100. 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 theSocial MediaMobile Social Media
tank. Marketing Program

101. The good news:
The upside is external rewards
can be part of an overall
program that still emphasizes
intrinsic wants.
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102. How People Are
Using Mobile Social Media
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103. 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 Social Media Marketing Program
Circus reference.) Mobile Social Media

104. Why the living room matters
The Role of the Living Room
• Why use MSM: Something to do
while watching TV
• Key connections: networks,
content
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105. Is this how TV goes social?
“Television is
being replaced
by the
entertainment
display.”
- Vizio co-founder
Ken Lowe
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106. Panasonic & Skype turn living room into chatroom
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107. 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.
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108. 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 Program
Social Media Marketing
(HotPotato was here but was acquired Mobile Social Media
by Facebook.)

109. And what about the tablet? Well, not this one…
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110. No, not that tablet either!
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111. Damn you, Google Image Search!
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112. It’s semi-mobile: a stationary device, used when
you’re at the airport, home, or…
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113. …the beauty salon. Steve, love the coif!
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114. You won’t use a stationary device like you will a
mobile device. Don’t try this at home.
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115. Tablets add social integration opportunities.
Below: ABC’s demo of its My Generation Sync iPad
app
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116. The Role of the Store
• Why use MSM: Information,
deals, fun
• Key connections: location,
friends, products

117. Check-ins have been around a long time.
FIRST ME
N CHECK
INTO MO
ON
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118. Jump to today, where Bravo and Sephora creatively
promote virtual and tangible location-based rewards
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119. Starbucks augments reality in a promotion with
BrightKite
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120. SCVNGR drives interaction via challenges
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121. Mobile + Local + Social = Marketing Opportunity:
H&M integrated with MyTown to reward users
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122. Shopkick kickstarts semi-automatic check-ins
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123. Prepare for a new wave of social shopping
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124. Apps beget apps: Beerby builds on Foursquare to
find and share good beer near you
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125. Feeling lucky, punk? Assisted Serendipity shows
gender ratios of local hotspots based on check-ins
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126. The Role of the
Product
• Why use MSM:
Utility, fun
• Key connections:
Products, brands,
location, network

127. I’m a Barcode Hero
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128. It’s a contentious kingdom
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129. Stickybits turns objects into conversation pieces
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130. Foodspotting: all about checking out (dishes)
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131. The Future of
Mobile Social Media
131

132. Let’s step back to figure out what’s next, or,
as “30 Rock” put it, “retreat to move forward”

133. 4G will further accelerate usage of MSM – it’s the
equivalent of faster broadband online
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134. Hyperpassive checkins complement the hyperactive
Apps like Future Checkin and Footprint Feed allow
automated or “hyperpassive” checkins Program
Social Media Marketing
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135. More MSM usage means more scary stories (don’t let the
hype and backlash overshadow the bigger usage trends)
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136. More MSM usage means more scary stories (take II)
PLEASE ROB ME
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137. Mobile devices come with their perils…
Watch the hilarious video
(part of a great series)
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138. 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
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139. 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.
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140. RFID, NFC expand opportunities, take II
At Coca-Cola Village in Israel,
wristbands with RFID chips allowed
attendees to check in at various
stations and share related content
on their Media Marketingprofiles.
Social
Facebook Program
Watch Mobilevideo.
the Social Media

141. All media becomes mobile social media
(Apple’s Ping adds a social layer to iTunes)
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142. All media becomes mobile social media
BBC makes the news more social, Yowza does so for
coupons, and Waze crowdsources traffic reports
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143. Recap of trends for the future
• 4G will further accelerate MSM
• Hyperpassive checkins complement the hyperactive
• More MSM usage means more scary stories
• Think beyond the phone
• RFID, NFC expand opportunities
• All media becomes mobile social media
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143

144. Whoa!
Get all that?
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145. If you remember 3 things…
1. Mobile social media is
already mainstream
2. Tap into consumers’
intrinsic motivation
3. All mobile’s going social
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146. ?
In lieu of live Q&A,
post or tweet
comments and we’ll
continue the
conversation.
!
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147. GetJar Networks Inc.
Mario Tapia 1500 Fashion Island Blvd, Suite 209
Director Mobile Product San Mateo, California
mario@getjar.com 94404 USA
www.getjar.com Tel +1 650 288 3225
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