chapter presentation

1. Mobile Computing and
Location Marketing
Andrea Mitchell, Andrey Zuniga,
Alyssa Galvez & Noelle Brooks

2. Learning Objectives
● Clearly define history of smartphone growth.
● Relate social networking to the mobile aspect of
technology.
● Identify how social media marketing can take
advantage of mobile computing.
● Elaborate on the functions of branded social networks.

3. What is mobile computing?
Textbook Definition: the use of portable wireless devices to connect to the
internet.
How we are familiar with it: using our cell phones and tablets to access the
internet in attempt to stay “in the know” on subjects that interest us.

4. Brief history of smartphone growth and adoption
Since the evolution of the cellphone, smartphones have created the largest
impact on social media.
Initially cell phones provided opportunity for marketing but were limited to
a one on one basis, overtime new opportunity has been provided by
applications as well as internet access.
All smartphones run on something called an API (Application Programming
Interface)
Over ⅓ of adults own a smartphone

5. Most Popular Operating Systems
1. Android 3.iOS
1. Symbian

6. Social Networks Go Mobile
- MARCH 2010 CommScore reported social network access through mobile
browsers grew by triple digits
- Facebook, LinkedIn, Twitter through mobile phones
- Connected 24/7
- Post and share more often
- 250 mil / 750 mil (⅓) access facebook through phone
- ½ of Twitter users access through phone
- Ease of sharing multimedia content

7. Marketing with Mobile Computing
Allows marketers to stay in touch with consumers
can address issues before going viral
inform consumers about new products
Marketing opportunities
text messaging, mobile applications, mobile advertising

8. Marketing with mobile computing (cont.)
Two key opportunities to leverage mobile
1. Branded social networks delivered through applications
2. Location-Based social networks/applications

9. Branded Social Network
A social network created by and for a specific brand.
Usually delivered through apps on mobile device
Allows users to connect with each other and with the brand that created it
Can be difficult
must have strong value incentive
companies should investigate pros and cons of existing social network sites first
many companies use strategy of creating Facebook page first then directing followers to the
company’s branded social network

10. Examples of Branded Social Networks
Children with diabetes
kids, families, adults with diabetes
newsletter
FAQs
Private Chat Rooms
Discussion forums
SitorSquat by Charmin
add/find/rate nearby restrooms

11. Branded Social Networks Success
Key challenge is
discovery
Rely on advertising and
paid marketing to build
audience

12. What is location-based social network?
Based social network , also known as mobile social network, refers to a social network where people can
share their location with friends.
The main social networks include foursquare, Gowalla, and Facebook places.
They answer the key question where are you?? And allow users to check in to inform friends of their
current location.
They are popular for smartphone users. They represent a large opportunity for marketers.

13. Location-based Social Networks and Gaming
Location based social networks and gaming allows users to post their current location. Foursquare
uses additional features based on game mechanics in order to increase engagement.
Each location may have a mayor, who checks into that location more frequently. The users compete
over mayorship over locations.
They also allow users to earn badges by engaging in certain behaviors. Ex. don’t stop believin badge
for checking into three karaoke bars in a month. Ex. badges for checking into stores frequently.

14. The Growth of Location-based Social Networks
Location based applications where users check in
allows marketing opportunities
1 in 5 smartphone owners access location based social networks via their
mobile device
70% of users check in from Android and Apple

15. Marketing with Location-based Social Networks
Deals and Discounts is the #1 way to connect with consumers in location
based marketing
Consumer survey by jiWire shows:
29% say they connect for deals and discounts
17% connect to share location
14% just for association
7% to receive reward points

16. Example
check in and receive half price appetizer when you purchase a meal
Starbucks
mayor check ins
customer with most check ins gets an exclusive coupon
buy 10 coffees get 11th free
Encouraging customers to bring friends to check in
everyone gets a reward!!!
Sprint $500 to invite 5 friends $100 each

17. Purpose and Benefits of Marketing
reward customers for checking in and sharing location with friends
build awareness for the business
drive new customers into the business
businesses are increasing the social spread

18. The Future of Mobile Computing and Location-
based Marketing
Mobile computing may be the only computing.
“context aware” smart-phones will be able to track daily activity
allows marketers to target consumers based on activities, online behavior, and location
events can then be tailored to individuals lifestyles.
Access to gps and mobile advertising could allow consumers to receive ads
tailored to their personal likes

19. Case study
Conan O’Brien
The Story: After leaving The Tonight
Show on NBC to host Conan on TBS,
O’Brien had to build awareness and
viewership for his new show. Because
TBS is not a major network, an
innovative marketing solution was
needed.
The Solution: Leveraging social
media, the Conan Blimp was launched
in partnership with AT&T with its own
website, a series of commercials
repurposed for YouTube, images on
Flickr, a Twitter presence, and a
Foursquare location

20. .
Results: The Conan Blimp received over
21,000 check-ins and over a hundred
comments on Foursquare, received
considerable attention in the media, and
it was a finalist for Location of the Year.
The Connection: The most powerful part
of the blimp strategy was the use of
Foursquare to connect with audiences.
Users could check in to the blimp on
Foursquare when they saw it flying
overhead and earn the Conan
Blimpspotter badge.