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Mobile Social Media
101118
“Leveraging the mobile channel offers unique
personal and functional value. The ability to gain
individual customer insight and trust, through end-
to-end services and ongoing one-to-one branded
conversations…
…the key objective behind effective mobile
offerings is lifetime, value relationships.”
Andrew Graham, Mobile Strategy, Adidas
Mobile is the ultimate CRM Tool
=
Wall/News
Post
Consideration/
Purchase
Engagement/Activation
Loyalty
Engagement
Consideration/Purchase
Moderation/Feedback
Enriched Platform for Customer Loyalty, Commerce and
Brand Preference
Purpose
Purpose
> Evidence and trends surrounding the mobile social
media landscape
> The importance of mobile social media
> Case Studies
> Recommendations and Thought Starters
Evidence
44,510 70,646194,709
346,729
1,269,744
2,178,516
3,295,897
3,828,948
Q2 2008 Q3 2008 Q4 2008 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010
SMS Transactions (000) - Twitter
Q2 2008 – Q1 2010
Source: Nielsen June 2010
Twitter SMS increased 8,500% from Q2 „08 – Q1 ‟10; reaching 3.8 billion
Social is SMS Messaging
Social Networking Sites are Driving the Mobile Web
Mobile Internet Audience Growth by Service Type: 2008- 2010August 2008 – August 2010, National
Source: Nielsen 2010 October Report, ComScore 2010, Facbook Oct 2010
Facebook currently reaching 34% of Mobile Internet UsersFacebook Active Reach (%) – Trended Projection
All Users
Source: Nielsen 2010 October Report
And most popular
Across Device
Category of Free App Downloads - iPhoneiPhone Free App Downloaders
Category of Paid App Downloads - BlackberryBlackberry Free App Downloaders
Category of Free App Downloads - Apple iPadiPad Free App Downloaders
Category of Paid App Downloads - iPod TouchiPod Touch Free App Downloaders
Source: Nielsen 2010 October Report
Most Popular Used Apps on the Android OSPast 30 Day App Downloaders (n=338)
Most Popular Used Apps on the BlackBerry OSPast 30 Day App Downloaders (n=625)
Most Popular Used Apps on the Windows Mobile OSPast 30 Day App Downloaders (n=294)
Most Popular Used Apps on the iPhone OSPast 30 Day App Downloaders (n=959)
Source: Nielsen 2010 October Report
And OS
“…Our job is to makes things more social”
Mark Zuckerberg, Facebook
Trends
Trends
Activities and “Things”
Location PurchasingLoyalty and Rewards
Inspire Sharing and Interaction
“Things” are becoming social and will encourage,
recommend products
Why it this important?
1. Mobile social users are nearly 300% more likely to
access the mobile web daily
Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009
> Facebook mobile users are 2X
more engaged
> 60% have responded to mobile
advertising
> 4x likely to seek mobile
coupons or offers
2. Mobile social users are engaged and active users
Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009;
Google Mobile ads Blog 2010
When compared to PC users
3. Mobile social users are affluent with disposable income74% make over $50,000 a year
Source: How Interactive Marketers can Reach US Mobile Social Network Users, Forrester, Dec 2009
4. Mobile social users are hyper-influencers
Source: North American Technographics Benchmark Survey, Q2 2010, Forrester Research
100x+ more likely to create and respond to UGC content
Why it is important to Expedia?
26
Over 90% of online travelers travel with a mobile device
Source: Forrester, “Travel and Mobile Devices “August 2008
Who are Tweeting, Texting and Facebooking their
experience from check-in to arrival
Cases
Commonalities
> Non-disruptive experience– Tailored mobile experiences
> Integrates and extends the ecosystem – Focus is not tactically driven; but leverages and integrates paid,
earned and owned media while growing CRM environments
> Real world benefits – User engagement and interaction translates into real world rewards
> Personalized – Speaks to the individual
Sephora: Site Rendering on Linking Social Wall Post
Maurices: Facebook SMS Integration
> Opt-In SMS CTA for
discounts and offers
> SMS messages drove
discount offers and traffic to
Facebook pages
> SMS Opt-In across in-store
and other advertising
integrations
> Doubled the number of
“Likes” for the brand;
generated 20,000 SMS Opt-
Ins after the fist 4 months;
60% coupon redemption
> SMS Opt-In also acts as a
two way conversation
between the brand and the
consumer
The MarketFair Mall: Mayor Parking
> Designated parking for FourSquare Mayors
Starbucks: Social Mobile Commerce
> Reload card via Facebook application
> Leverage mobile to redeem or pay for product via mobile application and
barcode scanner
Recommendations and Thought Starters
> An integrated mobile social strategy provides functional value
– It is not a Twitter feed or a coupon on FourSquare
> Ongoing one-to-one branded conversation
– Mobile is extremely personal; branded conversations should be just that
> Lifetime, valued relationship
– Starts with understanding the customer and creating value based on
their needs and preferences
Recommendations
> Utilize Mobile Rendering Platforms
– Optimize sites linked from wall post
> Incorporate SMS
– Drive “Likes”, deals, shares etc
– Create one-to-one conversations (SMS, Connect with Twitter/Facebook)
> Leverage Location and Behavior
– Win a trip promotions around workplace check-ins
– Loyalty programs for airport, car rental, and hotel check-ins
– Extend point coverage (allow users to check-in to activities, scan purchases, loyalty points)
– Create at-location specialty services (Red carpets, flight upgrades, assigned parking, etc)
> Reviews
– Incorporate reviews within activities booking
– Incorporate chat functionality within bookings (hotel, flight, and activity)
> Groups
– “Un-official” charters designed for deals and discounts (for Expedia members)
– Allow members to share/combine loyalty points
Thought Starters
Thank You!
paul cowman
strategist
+1 206.295.7245
jenn brown
sr. media planner
Appendix
Mobile Travel Stats
Travel Research > 19% of business and 16% of leisure mobile
travelers are interested in booking travel via
mobile
> 54% of business and 48% of leisure mobile
travelers have used mobile to look up travel-
related information
Travel Related
Purchased
> Airplane Ticket: 21%
> Entertainment Tickets: 21%
> Hotel: 19%
> Car Rental: 14%
Trip Planning > Schedule Change Notifications: 52%
> Rate Change Notifications: 48%
> Consolidation of Itinerary: 42%
> Rewards and Loyalty Points: 41%
Source: eMarketer, Millennial Media and ComScore , Forrester “Travel and Mobile”
Steve Madden: Facebook “Like” Mobile Integration
W Montreal Hotel: “Mayor” Treatment
AT&T: Scaling Rewards
Top Guest: Agnostic Check-In and Rewards
