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Social, Mobile, Geolocal Marketing

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Information about Social, Mobile, Geolocal Marketing
Business & Mgmt

Published on November 14, 2010

Author: SidneyEve

Source: slideshare.net

Description

by @sidneyeve
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social, mobile, geolocal marketing to next gen connected consumers a presentation by Sidneyeve Matrix

teaching social & mobile teaching social & mobile insights about GenY media use in higher ed, affords insights about GenY media use

image by Ed Yourdon GenY has digital proclivities social & mobile by default and above all, web first

ensure your landing page is socialized and if you value it, make sure the user-generated content is prominently displayed

crowdsourcing & curating content use FB as platform for discovery not just distribution FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent

launch a smartphone optimized site with mobile ready content

mobile exclusive content mSite could deliver a unique user experience, rather than simply mirroring your main website.

create some morselized content agile & available on-demand such as videos

image: withgalen and you'll enable users' infosnacking on your content in moments of microboredom image: christopher frier brown

consider creating some infographics but unlike these, make them mobile optimized

mini books, premium paid content and no great time commitment required well suited for time-starved Gen Y

free mobile add-ons via shortcode promos digital natives are growing up getting cool digital stuff for free

calibrating expectations a cache of mobile & social free stuff designed for 'tweens

Gen Y appreciates exclusivity & wicked creative

exclusivity & awesomeness

digital natives find comfort in ambientmessages per waking hour ambient connectivity connectivity statversations: 6 per waking hour 6 messages image: Michael Dawes

in the classroom, or at your event, leverage their backchannel savvy livetweeting #hashtagged events FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent FILM240Xstudent

GenY excels at so-lomultimedia microsharing microsharing realtime updates lifecasting location-specific, real-time, detailed, multimedia lifecast

t. so brands are UGM inviting

millennials are intrigued by content with an edge measured against the metric of interestingness image: Gabriela Camerotti psst! interestingness = truthiness + weirdness

for example: brand community app autostatus update generator, with badges “John is having a Bloody Mary in London.”

for example: SMS campaign e 84% click thru rate mad r were othe We ach to microsite for e t 22443 tex message pasted on mirrors in men's washrooms in Toronto and elsewhere

for example: 22% fans accessed mVideo mobilizing sports fandom mobilizing sports fandom 22% accessed mVideo via QRcode

GenY is engaged in configuring their social good footprint image: jam343

especially via mobile and social initiatives that support social proximity the sense of belonging to something bigger

for example: cause marketing #beatcancer

millennial perspectives millennialasked for their opinions GenY likes being perspectives Gen Y likes being asked for their opinions image: Dean Terry

invite engagement. make the ask

once you've asked... linking to product info is inbound, permission-based, & relevant

not sure what to ask millennials? outsource the questions ...to a millennial.

leverage digital & mobile literacy + add value to time spent social networking & smartphoning image: amanky

1click engagement invite and value modes of microparticipation image: rbbaird 1-click polls, likes, ratings, diggs, retweets, shares

Looking ahead: what's next? image: Never Cool in School/ Leslie Kalohi

geosociality metrics of georelevance image: Rodrigo Cayo (DREAM)

geosociality checkins for charity

geosociality geosocial mCommerce

digital serendipity geosociality chemistry in proximity--mobile dating

digital concierges personalized & push notifications image: Brett Patterson

Apple out in front... concierges

millennial travelers concierges connected & curious, seek customized experiences

concierges luxury lifestyle utility destination recommendations

concierges personalization mHealth & fitness app customized coaching

concierges personal shopping app customized utility

in conclusion adding value for connected Gen Y consumers: mobile-ready transparent technology social-by-default interface exclusive & customized experience image: Laughing Squid

This
research
was
sponsored
by
Marketing
Magazine
 and
presented
at
their
Urban
Demo
conference
that
 took
place
in
Toronto
in
November
2010. about the author Sidneyeve Matrix, PhD. Queen's University. @sidneyeve SidneyeveMatrix.com Thank
you
to
David
J.
Brown,
Tom
Gierasimczuk,
and
Kellie
Smith
at
Marketing
 Magazine,
and
to
Julie
Stewart
Binks
for
research
assistance. Contents
of
this
presentation
including
images
have
Creative
Commons
 Attribution‐Noncommercial‐Share
Alike
3.0
Licenses.

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