6. The 7th media
« Mobile can do everything that was done by the
previous media, but it adds also six different unique
benefits » Toni Mahonen
1. The first personal mass media
2. The first always carried media
3. The first always-on media
4. The first media with a built in payment mechanism
5. The first media always present at the point of creative impulse
6. The first media where the audience can be accurately identified
Toni Mahonen http://communities-dominate.blogs.com/brands/2007/02/mobile_the_7th_.html
Cedric Giorgi IWOMC 2008
7. Word of Mouth (WOM) for the 7th media
1. The first personal mass media
=> WOM is a one to one relation, personalization matters.
2. The first always carried media
=> WOM is happening in an unpredictable manner.
3. The first always-on media
=> WOM is time-independant, or better, time relevant.
4. The first media with a built in payment mechanism
=> WOM Marketing is still marketing : objective is to sell.
5. The first media always present at the point of creative impulse
=> WOM needs also a sort of creative impulse to occur.
6. The first media where the audience can be accurately identified
=> WOM Marketing is marketing : measurement is key
Cedric Giorgi IWOMC 2008
8. Mobile 2.0
• SMS -> IM, mobile blogging
• MMS -> Media sharing
• Operator Portals -> Content Search and Discovery
• Java Games -> Connected Applications
• Presence & Push-To-Talk -> VOIP applications
• WAP sites -> Web sites that adapt for mobile browsers
• WAP push -> RSS readers
• Wallpaper -> Idle screen applications
• Location-based services -> Proximity and location-aware services
By Daniel Appelquist, Vodafone
=> More User Generated Content
=> More connections between people
=> Information spread faster
} More and easier
WOM
Cedric Giorgi IWOMC 2008
9. Mobile Web : a bridge for WOM
“Research shows 90% of WOM conversations occur
face to face or by phone vs. only 7% online” Keller.
• Mobile is in the middle of WOM conversations
• Mobile Web creates a bridge between the online world and
the offline one and facilitates the spreading of WOM
conversations.
• Most WOM conversations occur offline but lot of them start
online or spread online.
=> Mobile Web : online conversations come in the pocket
Cedric Giorgi IWOMC 2008
10. Mobile WOM Examples
• SMS : SMS was the first example of virality on the mobile. Why
virality succeed ? SMS was easy-to-use, easy-to-understand and
easy-to-spread.
• Ringtones and wallpapers : the success of ringtones and
wallpapers is mainly because of WOM : it can be compared, it can be
shown creating a sort of challenge between people.
• Twitter and Moblogging : With such new publication tools, people
can quickly and easily spread interesting news happening offline to
online contacts.
• Price comparisons and mobile web : With the mobile web, people
can have access to new information on their mobile, such as price
comparisons, user review and opinions, changing the way they’re
consuming.
Cedric Giorgi IWOMC 2008
11. Mobile Viral Marketing
“Mobile viral marketing is a marketing
communication or distribution concept that
relies on consumers to transmit mobile viral
content (products, services or ideas) using
mobile communication techniques to other
potential consumers in their social sphere and
to animate these contacts to also transmit the
mobile viral content.”
Exploring the Concept of Mobile Viral Marketing through Case Study
Research, Dietmar G. Wiedemann
Cedric Giorgi IWOMC 2008
13. Mobile Viral Marketing Standard Types
Motivated Evangelism : mobile communities, mobile applications
Signaling use, Group membership : mobile payment, mobile messaging
Targeted Recommendation : the send-to-friend option
Awareness Creation & benefit signaling : mobile greeting cards, free SMS
Cedric Giorgi IWOMC 2008
14. Success factors in Mobile Viral Marketing
Perceived usefulness by recipient
Reward for communicator
Perceived ease of use
Free mobile viral content
Initial contacts
First mover’s advantage
Critical mass
Scalability
Success Factors in Mobile Viral Marketing: A Multi-Case Study Approach
by Key Pousttchi and Dietmar G. Wiedemann
Cedric Giorgi IWOMC 2008
15. Mobile Viral Marketing Examples
• Crickee, Zlango : mobile communication applications where both
communicator and recipient are required to download the application.
• MeYou : Gaming mobile social network where users are rewarded
with credits for sending recommendations.
• Coca-Cola : Mobile Social Network for Sprite targeting teenagers in
China and the USA, giving free mobile content to users who provide
on-product promotion codes
• VISA : campaign to promote the new funny TV commercials, placed
on mobile sites, where consumers are encouraged to forward. Another
exemple of mobile video sharing : « Borat » movie.
• BBC : « Collect and Share » application gives the users access to the
first part of a collection of cool music content. To unlock the rest, the
user must bluetooth the app to another user
Cedric Giorgi IWOMC 2008
16. Goojet
An innovative approach to the web – mobile convergence
A free B2C place, with premium and partners’ content
VC backed : Partech International, Elaia Partners, IRDI
Launching public version in June 2008 in Europe
Access services through simple icons (Widgets)
Share, collaborate, stay connected
Event driven
Design your mobile space
Aggregate any service; and invent yours!
Access the same space from PC or Mobile
Cedric Giorgi IWOMC 2008
21. Goojet Viral Mechanisms
Goojets’ sharing : on the web, Web or Mobile Application
a simple drag and drop is Sharing : on their mobile, users
needed to send a service to a can easily send a request to a
friend or a group of friends, on contact inviting him to use
the mobile, a simple clic in the Goojet (by MSISDN, email, or
menu is required. by using the address book or
the contact list)
Space discovering and ranking : Goojet sharing for
people can visite friends’ spaces application sharing : if a user
and add services with a simple sends a goojet to a non-user,
drag and drop or clic; a general this last can install the
ranking of goojets is given to application with automatically
challenge the users. the shared goojet inside.
Cedric Giorgi IWOMC 2008
