Marketing with the Marketing with the connected consumer: connected consumer:

Mobile technologies and Mobile technologies and behavior changebehavior change

R. Craig Lefebvre, PhDR. Craig Lefebvre, PhDSocial Marketing and Pubic Health Social Marketing and Pubic Health

ConferenceConferenceClearwater Beach FL, 22 June 2007Clearwater Beach FL, 22 June 2007

We need not to be let alone. We need to be really bothered once in a while. How long is it since you were really bothered? About something important, about something real?  - Ray Bradbury

What is Social Marketing?What is Social Marketing?

Focused on audiencesFocused on audiences, their wants and needs, , their wants and needs, aspirations, lifestyle, freedom of choiceaspirations, lifestyle, freedom of choiceAggregated behavior changeAggregated behavior change among priority segments among priority segments of the population, not individuals, are the focus of of the population, not individuals, are the focus of programs (programs (scalabilityscalability))Designing behaviors, products and servicesDesigning behaviors, products and services that fit that fit their reality their reality (compatibility)(compatibility)Rebalancing incentives and costsRebalancing incentives and costs for maintaining or for maintaining or changing behaviors changing behaviors (relative advantage and risk)(relative advantage and risk) Creating opportunities and accessCreating opportunities and access to try, practice and to try, practice and sustain behaviors sustain behaviors (trialability)(trialability)PromotingPromoting (communicating) these behaviors, incentives (communicating) these behaviors, incentives and opportunities to priority audiences and opportunities to priority audiences (communicability)(communicability)

Old World: Sources, Channels, Old World: Sources, Channels, Messages & ReceiversMessages & Receivers

Investors

Customers

Prospects

Press/AnalystsPartners

Employees

Potential Employees

Influencers

MESSAGESMESSAGES

Competitors

Investors

Customers

Prospects

Press/AnalystsPartners

Employees

Potential Employees

Influencers

MESSAGESMESSAGES

Competitors

Networked World: Engagement, Networked World: Engagement, Interaction & MultiplexityInteraction & Multiplexity

Investors

Customers

Prospects

Press/AnalystsPartners

Employees

Potential Employees

Influencers

MESSAGESMESSAGES

Competitors

The Social Media EcosystemThe Social Media Ecosystem

BlogsBlogsWikisWikisRSSRSSPodcastsPodcastsVideocasts / VlogsVideocasts / VlogsMoblogsMoblogsMMSMMSInternet telephonyInternet telephony

Tools that facilitate:Tools that facilitate:CommunicationCommunicationEngagementEngagementTransparencyTransparencyTrustTrust

Tools that are:Tools that are:Complementary to traditional Complementary to traditional communication activitiescommunication activitiesUsed by organizations who Used by organizations who recognize the social recognize the social characteristics of effective characteristics of effective communicationcommunication

Social Network InterventionsSocial Network Interventions

Enhance existing linkagesEnhance existing linkages

Develop new linkagesDevelop new linkages

Enable indigenous helpersEnable indigenous helpers

Create new networksCreate new networks

Empower existing onesEmpower existing ones

Weave together networksWeave together networks

Engage communities in new waysEngage communities in new ways

2.7 Billion Cell Phone Subscriptions 2.7 Billion Cell Phone Subscriptions in the Worldin the World

2x more than land lines2x more than land lines

2X more people than have credit cards2X more people than have credit cards

Almost twice as many as have TV setsAlmost twice as many as have TV sets

3x more than all PCs, laptops and servers3x more than all PCs, laptops and servers

Almost as many as radiosAlmost as many as radios

Alan Moore. Communities Dominate Brands, 11 June 2007.http://communities-dominate.blogs.com/brands/2007/06/mobile_welcome_.html

1.8 Billion SMS1.8 Billion SMS

2X as many users as internet email2X as many users as internet emailWorth over $80 billion worldwideWorth over $80 billion worldwideBrits send 6 SMS per person, South Koreans send 10, Brits send 6 SMS per person, South Koreans send 10, Singaporeans 12 and the Philippinos 15 SMS every day. Singaporeans 12 and the Philippinos 15 SMS every day. In South Korea 45% of all music is sold directly to music In South Korea 45% of all music is sold directly to music phones phones 54% of Helsinki public transportation single tickets to the 54% of Helsinki public transportation single tickets to the trams and subways are paid by mobile trams and subways are paid by mobile In South Africa you can have your full paycheck sent to In South Africa you can have your full paycheck sent to you onto your mobile phone you onto your mobile phone Mobile data is used by anywhere from 540 million Mobile data is used by anywhere from 540 million (internet access via mobile) to 1.1 billion (non-SMS (internet access via mobile) to 1.1 billion (non-SMS mobile data services used on mobile) to 1.8 billion mobile data services used on mobile) to 1.8 billion (mobile data including SMS) (mobile data including SMS)

Who Uses It?Who Uses It?

Over 200 million cell phone subscribersOver 200 million cell phone subscribers40% use SMS (32.5 billion txt msgs sent in 40% use SMS (32.5 billion txt msgs sent in last half of 2005)last half of 2005)44% of people use their mobile as their 44% of people use their mobile as their main cameramain camera34.6 million use mobile Internet services34.6 million use mobile Internet servicesBy 2009, every US mobile subscriber will By 2009, every US mobile subscriber will have a SMS-enabled phone; 98% will be have a SMS-enabled phone; 98% will be web-enabledweb-enabled

What is IT?What is IT?

Intensely personalIntensely personal

Always onAlways on

Always with youAlways with you

Built in response channelBuilt in response channel

Present at inspirationPresent at inspiration

The Mobile AudienceThe Mobile Audience

http://mobileopportunity.blogspot.com/2007/01/shape-of-smartphone-and-mobile-data.html

Cell Phone User SegmentsCell Phone User Segments

The Cellular GenerationThe Cellular Generation: : Ages 18 to 24, grew up Ages 18 to 24, grew up with cell phone awareness, experiencing cell with cell phone awareness, experiencing cell phones as a part of their everyday lives.phones as a part of their everyday lives.TransitionersTransitioners: : Ages 25 to 34; cell phones began Ages 25 to 34; cell phones began to infiltrate everyday life during their teen years to infiltrate everyday life during their teen years and early adulthood.and early adulthood.Adult AdoptersAdult Adopters: : Age 35 or older, this group was Age 35 or older, this group was not exposed to cell phone until adulthood.  Adult not exposed to cell phone until adulthood.  Adult Adopters tend to have the most functional view Adopters tend to have the most functional view of cell phones, with many requiring just the of cell phones, with many requiring just the basics and showing limited interest in emerging basics and showing limited interest in emerging technologies.technologies.

Health MarketingHealth MarketingSexInfo: San Francisco Department of Public HealthSexInfo: San Francisco Department of Public Health

Address rising Address rising prevalence of STDs prevalence of STDs among urban youthamong urban youth

Make it private, Make it private, personal and timelypersonal and timely

First quarter:First quarter: 1,538 inquiries1,538 inquiries Condom failure, STD Condom failure, STD

info and pregnant (?) info and pregnant (?) top three callstop three calls

Mobile Health ApplicationsMobile Health Applications

m-Change and Obesitym-Change and Obesity

The appropriate model for obesity and The appropriate model for obesity and weight management is tailored information weight management is tailored information according to design principles suggested according to design principles suggested by Social Cognitive Theory and the Social by Social Cognitive Theory and the Social Marketing Model. Marketing Model. The health behaviors to target are self-The health behaviors to target are self-monitoring of diet and physical activity.monitoring of diet and physical activity.The devices are Web-enabled “smart” The devices are Web-enabled “smart” cellular telephones and wireless PDAs.cellular telephones and wireless PDAs.JT Tufano & BT Karras. Mobile eHealth Interventions for Obesity:A Timely Opportunity to Leverage Convergence Trends. Journalof Internet Medical Research 2005;7(5):e58).

txt2connect:txt2connect:A Parents TXT TutorialA Parents TXT Tutorial

Parents get a quick answer to their Parents get a quick answer to their questions.questions.Kids are more apt to respond to Kids are more apt to respond to text messages when they are with text messages when they are with their friends.their friends.You, or they, don't have to worry You, or they, don't have to worry about tone of voice.about tone of voice.Texting allows you to enter your Texting allows you to enter your child’s world.child’s world.Text messaging allows parents to Text messaging allows parents to compose and edit a message compose and edit a message before pressing send.before pressing send.Texting vs. calling gives kids more Texting vs. calling gives kids more space but allows parents to keep space but allows parents to keep in touch as often as necessary.in touch as often as necessary.

Safe Water in BangladeshSafe Water in Bangladesh

300,000 wells in database, 300,000 wells in database, which reports for each village which reports for each village the the number of wells tested, number of wells tested, the proportion of unsafe wells the proportion of unsafe wells and, when available, the start and, when available, the start depth together with an depth together with an estimate of the probability that estimate of the probability that the estimate is correct.the estimate is correct. User sends a series of short User sends a series of short messages to pinpoint their messages to pinpoint their location based on either location based on either village name or geographic village name or geographic coordinates. The database coordinates. The database calculates the safe start depth calculates the safe start depth for the well at which arsenic for the well at which arsenic concentrations are not likely concentrations are not likely to be toxic. to be toxic.

http://www.worldchanging.com/archives/005170.html

Mobile AlertsMobile Alerts

The school did not notify students by e-mail of the first shootings until 9:26 a.m., said Matt Dixon, who lives in the dorm. Mr. Dixon did not receive the e-mail message until he returned from his 9:05 class. When he left for that class, he said, a resident adviser told him not to use the central stairs, so he left another way…On dry erase boards, advisers had written, “Stay in your rooms,” Mr. Dixon said. - NYT.

Media Mutliplexity StrategyMedia Mutliplexity Strategy

““Our goal on Sept. 5 is that Our goal on Sept. 5 is that whether you’re in your car, whether you’re in your car, on your computer, on your computer, commuting, listening on your commuting, listening on your cell phone, or, God forbid, at cell phone, or, God forbid, at home watching television, home watching television, that the CBS News will be that the CBS News will be available to you”available to you”

- President of CBS News and Sports, New York Times, July 17, 2006 on changes for“The CBS Evening News.”

Social Media’s Future: Social Media’s Future: Personalized Extended ReachPersonalized Extended Reach

Implications for Social Implications for Social MarketersMarketers

‘‘Be Everywhere’ [Media Multiplexity]Be Everywhere’ [Media Multiplexity]

Interactivity and AGC (audience Interactivity and AGC (audience generated content)generated content)

Collaboration and SharingCollaboration and Sharing

Social Networks and Social CapitalSocial Networks and Social Capital

Aggregate or COGs (Centers of Gravity)Aggregate or COGs (Centers of Gravity)

Education, Engagement, Entertainment, Education, Engagement, Entertainment, Empowerment and EvangelismEmpowerment and Evangelism