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Presented 
by 
Amelia Ambrose 
Social Media
Introduction: 
1. Mobile Computing and location marketing. 
! 
Mobile computer is “use of portable wireless devices to connect 
to the internet, it enables people to access data and to interact on 
the social web while on the move as long as they are in range of a 
cellular or wifi network.” 
! 
Mobile Computing Devices are:- 
• Cell Phones:- Wireless voice communication,SMS sending & 
receiving messages. 
!
No.1 Introduction Cont’d 
! 
•PDAs:- (portable digital assistants) Handheld computers, act as personal 
organizer allows “users to synchronized files with larger computers.” 
! 
•Smart Phones:- It has mini-keyboards. It could be mechanical or 
touchscreen. Functions are receiving and storing text messages, email, 
act as web browsers, run mobile application to perform variety of tasks, 
take pictures as digital cameras. 
! 
•Tablet PCs:- Similar to laptop computer, use touch screens instead of 
keywords. In a compact form. 
! 
•Netbooks. Just like laptop computer, light weight, size of hard book, 
main use are on web, word processing, emails with limitation. Another 
easy way to stay connected to the web while on the move. 
3
2. History of smartphone growth and adoption 
! 
IBM and BellSouth developed the first smartphone. 
Became available to public in 1993. 
Used for accessing email and sending faxes. 
They have GPS and many applications, greatly used by younger folks. 
Users can access Internet and download applications. 
They are advancing rapidly and has ability perform many functions. 
! 
Use of cellular phones have been in existence for many years, “mass adoption 
of smartphones has had significant impact for social media.” This high 
technology provided powerful marketing opportunities for marketers through 
the use of application, internet access as well as text and audio messages. 
! 
! 4
5 
! 
History, Growth & Adoption Cont’d 
They have the ability to read the information embedded in the QR 
code that may take users to a website. 
! 
Smartphone runs a mobile operating system such as: 
• Apple IOS;- January 2007 
! 
• Google Android,- October 2003 by Andy Rubin and backed by 
Google, along with major hardware and software developers.
History, Growth & adoption Cont’d 
6 
! 
• Microsoft Widows Phone 7- February 2010, Microsoft unveiled Windows 
Phone 7 with a User Interface inspired by Microsoft’s. 
! 
• Blackberry OS:- In 1999, RIM released its first BlackBerry devices, 
providing secure real-time push-email communications on wireless 
devices. 
! 
According to Gartner; Smartphones sales globally grew 19%. 
It is most popular and viewed as no. 1 in mobile marketing (Android) 
Followed by Symbian. 
! 
It is reported in “60 second Marketer” that “Mobile is one of the fastest-growing 
platforms in the world.” 
!
History of growth & Adoption Cont’d. 
! 
2011 study shows that 87% of smartphones owners access 
internet or email on device. 
! 
25% use smart phone to go online. 
! 
40% users browse regularly on their mobile phone. 
Projected 12.5% e-commerce transactions going mobile by end of 
year. 
Google say “web traffic will surpass PC by 2013” we are in 2014 
so what do we have? 
7
8 
!! 
3. How social networks go mobile 
! 
In March 2010 ComScore reported social network access through mobile browsers grew 
by triple digits. 
People using social media like FB, Linkedln, Twitter access them with smartphone and 
internet connected phones. 
•People stay connected , have their mobile device at all time. (24hrs/7) 
•According to FB over 250 million of it’s 750 millions who are active users access FB 
through mobile devices. 
•Twitter shows similar statistics, 95% of users twit with mobile device. 
Other Implications (positive) of social networks on Mobile devices 
! 
•Easy sharing and posting contents, it takes seconds to click a button and content is 
shared. 
•Google launched highly integrated mobile apps that allow multimedia to flow easily 
from mobile to social networks. 
From a Marketers perspective 
It is a powerful strategy for staying in touch with consumers. New information, products, 
promo, complaints, reviews e.t.c are done through mobile device.
4. How social media marketers can take advantage of mobile computing 
! 
Mobile marketing is impacting social media greatly. It provide 
“marketing opportunities such as text messaging, mobile 
applications, and mobile advertising.” 
! 
The key opportunities are:- ’Branded Social Networks & 
Location-based Social Networks.’ 
! 
Branded Mobile Social Networks: Is a “social network created by 
and for a specific brand.” it runs through application on mobile 
device. Users are connected to each other and also link to the brand 
that created the apps. 
! 
9
How social networks go mobile Cont’d 
Pharmaceutical companies are using branded social networks. 
Example 1; Patients who are suffering a particular type of illness are 
linked to others with the same situation. The information gathered 
from their conversation could serve as a platform to provide a better 
service to them. This strategy provide a support system for consumers. 
Example 2;- is Mobile application like “SitOrSquat application.” 
sponsored by Charmin. The apps allows users to locate nearby 
restrooms. They can add, find and rate close-by restrooms. 
Basically the apps allow users find a particular desired item. 
Key Challenge for this kind of apps are : 
•They are hard to discover. 
•According to Neilsen data, branded application rely on advertising 
and paid audience for application. 
•Expensive and time consuming. 
10
How social networks go mobile Cont’d 
! 
Case study Example 1:- (Dunkin’ Donuts) 
Dunkin Donuts created a branded mobile social Network called 
“Dunkin Run” The idea is that a group will select a single runner who 
will go for the order. The apps enables user to send notification for run, 
connect with each other, order online from mobile phones. The apps 
“also track past orders and favorite menu items, receives run reminders, 
and sync with Facebook to display the run status, making the process of 
going on a Dunkin’ Run easier.” It was very successful. 
! 
Dunkin Donut launched 
(www.dunkinrun.com) 
http://youtu.be/SWfXkec4mOk 
11
N0. 3 Cont’d 
Dunkin Donuts Strategy:- 
They made it fun, cheap, avenue to build advocates, 
keep fans engage and entertained while mobile marketing. 
! 
Results:- 
•Dunkin Run apps received 25,000 downloads within 6 months. 
•Forbes ranked Dunkin Donuts apps “Run” nr. 6 best branded mobile 
applications. 
•It is a good example of a successful story of marketing via mobile 
tools. 
12
13 
! 
4. Location-based social network 
! 
• Also known as =Mobile social network. 
• Platform where users share their location with families and friends. 
• Main location-based social networks are:- Foursquare; Gowalla; 
Facebook, they have different functions but work in a similar way. 
• Main functions are saying ‘where are you” “allow people to “check 
in” so that your followers will know your current location. 
• -It also allows you to share what you are doing.
4. Location-based social network Cont’d 
•Foursquare- website based on hardware for mobile devices. Available 
with GPS enabled device. User checks-in at a spot with mobile 
website. Uses specific application selecting from provided located 
venues. 
It answer key questions like; ‘where are you” “check in” inform friends 
of current location. 
-It allows you to share what you are doing and where you are. 
! 
Ex. User of Foursquare:- 
Conan O’Brien “generate buzz and connect with influencers through 
mobile.” his website included “live map and a livecam” used for 
tracking location. 
! 
Most powerful strategy deployed by O’Brien was usage of Foursquare. 
•He created his own mobile apps. 
•He received a tremendous attention via this means. 
14
15 
! 
4. Location-based social network Cont’d 
! 
• Gowala:- a location-base social network launched in 2007 and 
closed in 2012. 
•It was reported that Facebook bought Gowala over. 
•Users were able to check in at a particular spot through mobile apps 
or mobile website. 
•It features people doing almost the same type of thing that 
immediately reveals the target audience this service is aiming for. 
•It allows for new recommendations to interesting places.
16 
! 
No. 4 Cont’d 
•Facebook Places 
An apps that allows Facebook users “check in” on their mobile 
phones so that those in their contact will know where they are or 
what they are doing. It is similar to Foursquare and Gowalla. 
It uses GPS 
! 
•Google Hotpot 
A site that offers “Internet access over a wireless local area network 
(WLAN) through the use of a router connected to a link to an Internet 
service provider.” 
Hotspots use Wi-Fi technology.
No. 4 Cont’d 
! 
May be found in public establishments such as 
! 
• Bookstores, Coffee shops, 
! 
• Big Stores, Airports, 
! 
• Hotels, Hospitals, Libraries, Restaurants, 
! 
• Campgrounds, Supermarkets, Train stations, 
! 
• Schools and Universities
No. 4 Cont’d 
•Yelp 
An apps that enable visitors to access reviews for local business that provide 
specific types of products or services. Listings could be access on mobile devices. 
Featuring;- service companies, cultural venues, ratings, 
! 
Business profile could be updated by company owners. 
This type of apps is very compelling and increase purchasing interest. It is consider 
the most powerful marketing strategy. (uses a lot images) 
! 
•Others - MyTown, SCNVGR, Loopt , Brightkite 
Gaming:- 
• This is an additional means of marketing strategy. Game apps are added to the 
features to increase user engagement. Users gain mayorship, earn badges, points. 
• All these mean nothing but fun and bragging behavior of users to inform people 
of where they spend their time. 
18
No. 4 Cont’d 
! 
Other Implications of social networks on Mobile devices 
! 
•Easy sharing and posting contents, it takes seconds to click a 
button and content is shared. 
•Google launched highly integrated mobile apps that allow 
multimedia to flow easily from mobile to social networks. 
! 
From a Marketers perspective 
This is a powerful strategy for staying in touch with consumers. 
New information, products, promo, complaints, reviews e.t.c are 
done through mobile device. 
19
5. The growth of location-based social networks 
! 
• This apps is growing rapidly and popular for smartphones users. 
• It is a good marketing strategy for marketers. 
• 70% of mobile users checks in from their devices. 
• It is new idea of marketing but it continue to grow significantly. 
! 
• Other ways marketers can connect with consumers are by offering 
deals or discounts. 
! 
• Coupons, deals, discounts are very popular and enhances location-based 
20 
social networks. 
! 
• Different marketers design unique deals to attract consumers, increase 
awareness and motivate their consumers to purchase merchandises.
6. Key predictions of the future of mobile computing and 
location marketing 
• Increase in growth, according to Jake Joraanstad, he writes that 
It will not need to be called “mobile computing anymore 
because everything will be mobile.” 
! 
• Marketers will target users based on their activities online, 
location where they have been and behavior. This will make it 
easier to tailor the advert specifically to a person’s life style. 
! 
• Difficult to say: Chris Brogan believes that location-based 
apps could be outstanding form of marketing in the future if 
more effort is invested in creating and enhancing the features. 
• No doubt advancement of modern technology will definitely 
shape the future of social media marketing. 
21
22 
Questions: 
!! 
1. Do you think that mobile computing and location marketing 
will surpass traditional way of marketing in the future? 
! 
! 
2. Will it help brand building, increase customer satisfaction, 
produce new product ideas, generate leads, handle crisis-reputation 
management, or promote public relations and 
advertising.
- Sources - 
! 
http://youtu.be/j53UNtKOt1Q (google hotpot) 
! 
http://youtu.be/Dj34S7eAej4 (Run to dunkin) 
http://youtu.be/SWfXkec4mOk (Run apps) 
http://youtu.be/R1-MARvEy-E (O’Brien apps) 
http://youtu.be/tDRsJUZRYM8 (run to dunkin) 
! 
Social Media Marketing: A Strategic Approach by Donald I Barker, 
Melissa Barker, Nicholas F Bormann 
23

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Social Media- Chapter Presentation

  • 1. Presented by Amelia Ambrose Social Media
  • 2. Introduction: 1. Mobile Computing and location marketing. ! Mobile computer is “use of portable wireless devices to connect to the internet, it enables people to access data and to interact on the social web while on the move as long as they are in range of a cellular or wifi network.” ! Mobile Computing Devices are:- • Cell Phones:- Wireless voice communication,SMS sending & receiving messages. !
  • 3. No.1 Introduction Cont’d ! •PDAs:- (portable digital assistants) Handheld computers, act as personal organizer allows “users to synchronized files with larger computers.” ! •Smart Phones:- It has mini-keyboards. It could be mechanical or touchscreen. Functions are receiving and storing text messages, email, act as web browsers, run mobile application to perform variety of tasks, take pictures as digital cameras. ! •Tablet PCs:- Similar to laptop computer, use touch screens instead of keywords. In a compact form. ! •Netbooks. Just like laptop computer, light weight, size of hard book, main use are on web, word processing, emails with limitation. Another easy way to stay connected to the web while on the move. 3
  • 4. 2. History of smartphone growth and adoption ! IBM and BellSouth developed the first smartphone. Became available to public in 1993. Used for accessing email and sending faxes. They have GPS and many applications, greatly used by younger folks. Users can access Internet and download applications. They are advancing rapidly and has ability perform many functions. ! Use of cellular phones have been in existence for many years, “mass adoption of smartphones has had significant impact for social media.” This high technology provided powerful marketing opportunities for marketers through the use of application, internet access as well as text and audio messages. ! ! 4
  • 5. 5 ! History, Growth & Adoption Cont’d They have the ability to read the information embedded in the QR code that may take users to a website. ! Smartphone runs a mobile operating system such as: • Apple IOS;- January 2007 ! • Google Android,- October 2003 by Andy Rubin and backed by Google, along with major hardware and software developers.
  • 6. History, Growth & adoption Cont’d 6 ! • Microsoft Widows Phone 7- February 2010, Microsoft unveiled Windows Phone 7 with a User Interface inspired by Microsoft’s. ! • Blackberry OS:- In 1999, RIM released its first BlackBerry devices, providing secure real-time push-email communications on wireless devices. ! According to Gartner; Smartphones sales globally grew 19%. It is most popular and viewed as no. 1 in mobile marketing (Android) Followed by Symbian. ! It is reported in “60 second Marketer” that “Mobile is one of the fastest-growing platforms in the world.” !
  • 7. History of growth & Adoption Cont’d. ! 2011 study shows that 87% of smartphones owners access internet or email on device. ! 25% use smart phone to go online. ! 40% users browse regularly on their mobile phone. Projected 12.5% e-commerce transactions going mobile by end of year. Google say “web traffic will surpass PC by 2013” we are in 2014 so what do we have? 7
  • 8. 8 !! 3. How social networks go mobile ! In March 2010 ComScore reported social network access through mobile browsers grew by triple digits. People using social media like FB, Linkedln, Twitter access them with smartphone and internet connected phones. •People stay connected , have their mobile device at all time. (24hrs/7) •According to FB over 250 million of it’s 750 millions who are active users access FB through mobile devices. •Twitter shows similar statistics, 95% of users twit with mobile device. Other Implications (positive) of social networks on Mobile devices ! •Easy sharing and posting contents, it takes seconds to click a button and content is shared. •Google launched highly integrated mobile apps that allow multimedia to flow easily from mobile to social networks. From a Marketers perspective It is a powerful strategy for staying in touch with consumers. New information, products, promo, complaints, reviews e.t.c are done through mobile device.
  • 9. 4. How social media marketers can take advantage of mobile computing ! Mobile marketing is impacting social media greatly. It provide “marketing opportunities such as text messaging, mobile applications, and mobile advertising.” ! The key opportunities are:- ’Branded Social Networks & Location-based Social Networks.’ ! Branded Mobile Social Networks: Is a “social network created by and for a specific brand.” it runs through application on mobile device. Users are connected to each other and also link to the brand that created the apps. ! 9
  • 10. How social networks go mobile Cont’d Pharmaceutical companies are using branded social networks. Example 1; Patients who are suffering a particular type of illness are linked to others with the same situation. The information gathered from their conversation could serve as a platform to provide a better service to them. This strategy provide a support system for consumers. Example 2;- is Mobile application like “SitOrSquat application.” sponsored by Charmin. The apps allows users to locate nearby restrooms. They can add, find and rate close-by restrooms. Basically the apps allow users find a particular desired item. Key Challenge for this kind of apps are : •They are hard to discover. •According to Neilsen data, branded application rely on advertising and paid audience for application. •Expensive and time consuming. 10
  • 11. How social networks go mobile Cont’d ! Case study Example 1:- (Dunkin’ Donuts) Dunkin Donuts created a branded mobile social Network called “Dunkin Run” The idea is that a group will select a single runner who will go for the order. The apps enables user to send notification for run, connect with each other, order online from mobile phones. The apps “also track past orders and favorite menu items, receives run reminders, and sync with Facebook to display the run status, making the process of going on a Dunkin’ Run easier.” It was very successful. ! Dunkin Donut launched (www.dunkinrun.com) http://youtu.be/SWfXkec4mOk 11
  • 12. N0. 3 Cont’d Dunkin Donuts Strategy:- They made it fun, cheap, avenue to build advocates, keep fans engage and entertained while mobile marketing. ! Results:- •Dunkin Run apps received 25,000 downloads within 6 months. •Forbes ranked Dunkin Donuts apps “Run” nr. 6 best branded mobile applications. •It is a good example of a successful story of marketing via mobile tools. 12
  • 13. 13 ! 4. Location-based social network ! • Also known as =Mobile social network. • Platform where users share their location with families and friends. • Main location-based social networks are:- Foursquare; Gowalla; Facebook, they have different functions but work in a similar way. • Main functions are saying ‘where are you” “allow people to “check in” so that your followers will know your current location. • -It also allows you to share what you are doing.
  • 14. 4. Location-based social network Cont’d •Foursquare- website based on hardware for mobile devices. Available with GPS enabled device. User checks-in at a spot with mobile website. Uses specific application selecting from provided located venues. It answer key questions like; ‘where are you” “check in” inform friends of current location. -It allows you to share what you are doing and where you are. ! Ex. User of Foursquare:- Conan O’Brien “generate buzz and connect with influencers through mobile.” his website included “live map and a livecam” used for tracking location. ! Most powerful strategy deployed by O’Brien was usage of Foursquare. •He created his own mobile apps. •He received a tremendous attention via this means. 14
  • 15. 15 ! 4. Location-based social network Cont’d ! • Gowala:- a location-base social network launched in 2007 and closed in 2012. •It was reported that Facebook bought Gowala over. •Users were able to check in at a particular spot through mobile apps or mobile website. •It features people doing almost the same type of thing that immediately reveals the target audience this service is aiming for. •It allows for new recommendations to interesting places.
  • 16. 16 ! No. 4 Cont’d •Facebook Places An apps that allows Facebook users “check in” on their mobile phones so that those in their contact will know where they are or what they are doing. It is similar to Foursquare and Gowalla. It uses GPS ! •Google Hotpot A site that offers “Internet access over a wireless local area network (WLAN) through the use of a router connected to a link to an Internet service provider.” Hotspots use Wi-Fi technology.
  • 17. No. 4 Cont’d ! May be found in public establishments such as ! • Bookstores, Coffee shops, ! • Big Stores, Airports, ! • Hotels, Hospitals, Libraries, Restaurants, ! • Campgrounds, Supermarkets, Train stations, ! • Schools and Universities
  • 18. No. 4 Cont’d •Yelp An apps that enable visitors to access reviews for local business that provide specific types of products or services. Listings could be access on mobile devices. Featuring;- service companies, cultural venues, ratings, ! Business profile could be updated by company owners. This type of apps is very compelling and increase purchasing interest. It is consider the most powerful marketing strategy. (uses a lot images) ! •Others - MyTown, SCNVGR, Loopt , Brightkite Gaming:- • This is an additional means of marketing strategy. Game apps are added to the features to increase user engagement. Users gain mayorship, earn badges, points. • All these mean nothing but fun and bragging behavior of users to inform people of where they spend their time. 18
  • 19. No. 4 Cont’d ! Other Implications of social networks on Mobile devices ! •Easy sharing and posting contents, it takes seconds to click a button and content is shared. •Google launched highly integrated mobile apps that allow multimedia to flow easily from mobile to social networks. ! From a Marketers perspective This is a powerful strategy for staying in touch with consumers. New information, products, promo, complaints, reviews e.t.c are done through mobile device. 19
  • 20. 5. The growth of location-based social networks ! • This apps is growing rapidly and popular for smartphones users. • It is a good marketing strategy for marketers. • 70% of mobile users checks in from their devices. • It is new idea of marketing but it continue to grow significantly. ! • Other ways marketers can connect with consumers are by offering deals or discounts. ! • Coupons, deals, discounts are very popular and enhances location-based 20 social networks. ! • Different marketers design unique deals to attract consumers, increase awareness and motivate their consumers to purchase merchandises.
  • 21. 6. Key predictions of the future of mobile computing and location marketing • Increase in growth, according to Jake Joraanstad, he writes that It will not need to be called “mobile computing anymore because everything will be mobile.” ! • Marketers will target users based on their activities online, location where they have been and behavior. This will make it easier to tailor the advert specifically to a person’s life style. ! • Difficult to say: Chris Brogan believes that location-based apps could be outstanding form of marketing in the future if more effort is invested in creating and enhancing the features. • No doubt advancement of modern technology will definitely shape the future of social media marketing. 21
  • 22. 22 Questions: !! 1. Do you think that mobile computing and location marketing will surpass traditional way of marketing in the future? ! ! 2. Will it help brand building, increase customer satisfaction, produce new product ideas, generate leads, handle crisis-reputation management, or promote public relations and advertising.
  • 23. - Sources - ! http://youtu.be/j53UNtKOt1Q (google hotpot) ! http://youtu.be/Dj34S7eAej4 (Run to dunkin) http://youtu.be/SWfXkec4mOk (Run apps) http://youtu.be/R1-MARvEy-E (O’Brien apps) http://youtu.be/tDRsJUZRYM8 (run to dunkin) ! Social Media Marketing: A Strategic Approach by Donald I Barker, Melissa Barker, Nicholas F Bormann 23