2. Introduction:
1. Mobile Computing and location marketing.
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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.”
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Mobile Computing Devices are:-
• Cell Phones:- Wireless voice communication,SMS sending &
receiving messages.
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3. No.1 Introduction Cont’d
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•PDAs:- (portable digital assistants) Handheld computers, act as personal
organizer allows “users to synchronized files with larger computers.”
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•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.
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•Tablet PCs:- Similar to laptop computer, use touch screens instead of
keywords. In a compact form.
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•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.
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4. 2. History of smartphone growth and adoption
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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.
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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.
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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.
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Smartphone runs a mobile operating system such as:
• Apple IOS;- January 2007
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• Google Android,- October 2003 by Andy Rubin and backed by
Google, along with major hardware and software developers.
6. History, Growth & adoption Cont’d
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• Microsoft Widows Phone 7- February 2010, Microsoft unveiled Windows
Phone 7 with a User Interface inspired by Microsoft’s.
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• Blackberry OS:- In 1999, RIM released its first BlackBerry devices,
providing secure real-time push-email communications on wireless
devices.
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According to Gartner; Smartphones sales globally grew 19%.
It is most popular and viewed as no. 1 in mobile marketing (Android)
Followed by Symbian.
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It is reported in “60 second Marketer” that “Mobile is one of the fastest-growing
platforms in the world.”
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7. History of growth & Adoption Cont’d.
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2011 study shows that 87% of smartphones owners access
internet or email on device.
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25% use smart phone to go online.
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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?
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3. How social networks go mobile
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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
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•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
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Mobile marketing is impacting social media greatly. It provide
“marketing opportunities such as text messaging, mobile
applications, and mobile advertising.”
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The key opportunities are:- ’Branded Social Networks &
Location-based Social Networks.’
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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.
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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.
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11. How social networks go mobile Cont’d
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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.
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Dunkin Donut launched
(www.dunkinrun.com)
http://youtu.be/SWfXkec4mOk
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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.
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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.
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4. Location-based social network
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• 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.
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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.
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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.
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4. Location-based social network Cont’d
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• 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.
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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
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•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
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May be found in public establishments such as
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• Bookstores, Coffee shops,
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• Big Stores, Airports,
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• Hotels, Hospitals, Libraries, Restaurants,
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• Campgrounds, Supermarkets, Train stations,
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• 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,
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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)
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•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.
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19. No. 4 Cont’d
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Other Implications of social networks on Mobile devices
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•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.
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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.
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20. 5. The growth of location-based social networks
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• 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.
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• Other ways marketers can connect with consumers are by offering
deals or discounts.
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• Coupons, deals, discounts are very popular and enhances location-based
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social networks.
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• 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.”
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• 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.
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• 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.
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Questions:
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1. Do you think that mobile computing and location marketing
will surpass traditional way of marketing in the future?
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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 -
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http://youtu.be/j53UNtKOt1Q (google hotpot)
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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)
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Social Media Marketing: A Strategic Approach by Donald I Barker,
Melissa Barker, Nicholas F Bormann
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