Catharine P. Taylor, Mediapost's Social Media Insider
Speakers:
Riche Grantham, VP Invention, Sarkissian Mason
Patrick Sarkissian, President, Sarkissian Mason
Mahi De Silva, Co-Founder, Chairman and CEO, Frengo Corporation
I am attending this because it is a case study and it is SO rare at thes conferences to drill down into specifics and pragmatic aspects of getting social marketing campaigns done. Also I ma increasingly involved in developing the kinds of campaigns that agencies are often charged with so the agency take is always of interest.
Slide about the growth of mobile, SMS, social media in market - lots of growth.
What are the areas where Mobile technologies and Social Media intersect?
What are the disruptive changes that are occurring int he mobile ecosystem?
"Freemium" is the future - giving away services/content that was once 'premium' as a taste
iPhone/Android and open source
Part 1) campaign is a spot created by Wieden Kennedy
Part 2) Mashup tools and content made available
Part 3) Standard viral sharing tools for social networks but also allowed downloading so users can put them anywhere AND tool for sending to phones.
1.5 M users in 6 months - 6 min adv visit
Now we frengo is talking about Flirtable - not sure why yet. It let's you send little 'gifts' and look at profiles on a phone - it extends across many social networks - Facebook, Bebo etc..Provides the same experience on any site on any network.
started to put advertising around this content - 1800flowers and then Love Guru movie "this is crazy but we signed up 40K people per hour to the Love Guru fan club when we first launched this"
created an Icanhascheezburger to go site for mobile.
Meetup.com - applying geotargeting to mobile from personal profile info online - can send users info about events, businesses near them that related to their interests. This is where mobile/social gets really useful.
How did you drive people to the site?
Promoted on Nike properties and media buy within sports enthusiast groups as 'get outtakes' from the commercial.
mobile is getting higher engagement numbers - clickthrough rate on mobile banner is much greater than standard online banners. Ultimately this targeted engagement is what will convince people to pay more attention/money on it in the future. changing the way people look at mobile as a campaign media.
not all targets are 18-24 - what will it take to reach older demo with mobile campaigns?
behaviors are changing. Content and hardware becoming more tailored to different audiences.
Recent Comments