Mobile social networking, presented June 22 2010 at Social Media Club Kansas City event

1. Mobile Social Networks
Social Media Club Kansas City
June 22, 2010
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2. DEFINITIONS
Mobile social networking is social
networking where one or more individuals
of similar interests or commonalities,
conversing and connecting with one
another using the mobile phone.
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3. AREAS OF FOCUS
• Web based social networks extended to mobile
Facebook, Yelp
• Native mobile social networks
Location-based services (LBS), augmented
reality (AR): Foursquare, Layar
Lines are being blurred
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4. USER POLL
How many people:
1. Have a smart phone:
iPhone
BlackBerry
Android
2. Browse the mobile web
3. Use applications
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5. USAGE
As of March 2010 (comScore):
30% browse the mobile web
20% of interacted with social networks via
mobile device
Social networking users are showing the highest
gains with 80% YoY growth
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6. ADVERTISING VS. MARKETING
Marketing: delivering requested promotional
messages directly to potential customers who have
opted in to receive them. Primarily used by marketers
as retention tool.
Advertising: delivering text or images attached to
desired content on mobile web pages or in
applications where user views ads in exchange for
free/subsidized content. Used by marketers to
acquire new customers.
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7. LOCATION TECHNOLOGIES
• GPS (foreground: iPhone; background: BlackBerry,
Android, Palm, iPhone 4)
• Triangulation (active, passive)
• User designated (check-in, zip code)
• IP address reverse lookup
• Wi-Fi
Note: companies such as AirSage offer predictive algorithms based on
movement and speed.
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8. LBA VS LBM
 No opt-in  Opt-in
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 SMS delivery;
 Mobile Web/ may include
App Delivery mobile web
Advertising growing from Marketing growing from
$600M in 2009 to $5B in 2013 $6.4B in 2009 to $14.2B in 2012
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9. Apps Social Networks (Check-in)
M C
A O
R Local Augmented N
K Location- based Discovery Reality
SMS S
E U
T M
E E
Networks
R R
S S
White-Label Navigation
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10. ENGAGEMENT MODELS
• Direct / white label vs. platform
• Media buy vs. rewards / incentives / coupons
• Brands interact with users who check-in vs.
managing locations within platform
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11. CHECK IN SERVICES
• Foursquare, Gowalla, Loopt Star, Whrrl, Brightkite,
MyTown
Mashable:Which App Does Checkins Best?
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13. USAGE
• Foursquare: approaching 2 million global
• Gowalla: 250,000? (150,000 in March)
• Brightkite: 2 million global
• Whrrl: 300,000
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14. FOURSQUARE
• Can check in to location through “around me”
search or venues can be added with address or
just lat/long
• Venue tagging (but no rating)
• Minimal website functionality
• Growing user generated venue database
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15. YELP
• 32 million unique website visitors in May 2010
Top 100 website
• 1.4 million unique iPhone users
27% of all Yelp searches come from the
iPhone app
500,000 phone calls
1 million point-to-point directions
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16. YELP DETAILS
• Users & businesses can build profiles
• Rewards, leader board, incentives
• Social sharing & integration
• Sales team to support
• Declined $500 million Google buyout
• Augmented reality functionality (Monocle)
• Analytics
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17. INTEGRATION
Friends can be invited through Twitter integration
(friend search), Facebook integration, email address
book integration, basic email invite
Check-ins can be private, shared within the network
or sent to other networks (Twitter, Facebook)
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18. 18

19. BUT ALSO
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20. GETTING STARTED
• Research competition & trends
• Install mobile applications
• Claim venue: add / validate Twitter handle, location
address, phone number, categories and tags
• Test specials, tips, trips & rewards
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21. PICK A NUMBER
1. Who has been on Twitter the longest?
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22. SPECIALS
• Mayor: user who has checked in the most
• Check-in: unlocked when a user checks in to your
venue a certain number of times
• Frequency-based: unlocked every X check ins
• Wildcard: always unlocked but store staff has to
verify some extra conditions before awarding
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24. BBQ ROADTRIP
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25. WEREWARD
• Mobile incentive platform that pays consumers for
actions
• Sharing experiences through Facebook, Twitter
& Foursquare
• Sponsored CheckinTM
• Purchase
• Pictures
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26. CHALLENGES
• Fragmentation
• Many small, disjointed players deploying different technologies
• Challenges to scale
• Still very tech-focused
• Many startups lack the resources to work effectively with brands
& advertisers
• Only about 18% of mobile subscribers across all
devices and carriers download apps (comScore,
Dec. 2009)
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27. SAMPLE CAMPAIGNS
• Brands, small & large are testing
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28. TASTI D-LITE
Point based loyalty
By automatically sharing your Tasti experience
with friends and followers through Twitter &
Foursquare, you can earn extra rewards
toward free Tasti
You earn a point every time you make a
purchase for each social network connection
you setup
When you accumulate 50 points, you are
eligible to receive a free medium Tasti cup or
cone.
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29. KEEP IT INTERESTING
• http://wheretheladies.at/
• http://kansas-city.snacksquare.com/
• http://www.fourwhere.com/
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30. CONTACT
Dustin Jacobsen
Director of Social Media & Technology, Barkley
Email: djacobsen@barkleyus.com
Phone: (816) 423-6063
Twitter – http://twitter.com/dustinj
Facebook – http://facebook.com/dustinjacobsen
LinkedIn – http://linkedin.com/in/dustinjdotcom
Blog – http://shakegently.com
Website – http://barkleyus.com
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