NFC in Social Media: Fact, Friction, and Fiction. Presentation delivered by Stéphane Doutriaux, Founder of Poken.com, at the NFC Bootcamp series (www.nfcbootcamp.com)

1. NFC in advertising & social media
Fact, Fiction and Friction
StéphaneDoutriaux, Founder &CPO,
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2. Understand Digital Marketing
Social Media
How NFC fits in
Building effective campaigns
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3. Today’s consumers are digital natives
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4. The only viable communities are those built for
use across devices
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5. and across networks
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6. Coke understood early on that consumers are not committed to a website
Today’s consumers are digital natives
Nor are they committed to a social network
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7. Lady Gaga
26,202,001“like” her Facebook page
Youtube Channel has 183 millionviews
7,690,000followers on Twitter
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8. You’re competing with Lady Gaga for the consumer’s
attention
Lady Gaga fans do not commit to one community, they seek to take part
in the Gaga experience, wherever it is
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9. As a result of information overload, the span of focus
of consumers has shrunk
Area
of
Focus
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10. This is where NFC fits into the logical evolution of
consumer engagement
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11. Brands, retailers, advertisers
are seeking new ways
to engage individuals,
to demonstrate value,
to motivate action,
and deliver information, drive commerce
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12. Lexus NFC ad in Wired Magazine
• 500,000 copies of the April issue circulated
with this ad
• NFC tag built into the page, when touched with
an NFC phone it leads to a site where videos
can be viewed
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13. Lexus NFC ad in Wired Magazine
• What are the objectives?
• Reach?
• Impact?
• Spread?
• Collateral?
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14. NFC = Social Business
Social Currency = trust, actions, points, likes, coins, ...
Trust: drives influence, engagement, and
relationships.Promotes ability to declare, collect, drive and
share.
Social Business = P2P: Business messages
deliveredthrough people-to-people relationships.
Social Communities: Activity Driven.
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15. 78% of consumers trust PEER recommendations,
while only 14% trust advertisement
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16. Many companies are using NFC for marketing, within a
social media context:
Intel at Mobile World Congress
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17. Many companies are using NFC for marketing, within a
social media context:
Coca Cola executives retreats
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18. Many others at tradeshows, conferences,
events of all types
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19. Touch Marketing is much more than just about “a
technology” – it’s about creating an experience
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20. Peer to peer is under-utilized by marketing campaigns
If properly harnessed, peer to peer offers great opportunities for spread
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21. List of NFC deployments and tests around the world
http://www.nfcworld.com/list-of-nfc-trials-pilots-tests-and-commercial-services-around-the-world/
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22. I don’t know about you but I can’t wait to
“touch” Lady Gaga
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23. But you have to be careful –
Harness the power, know and work around the weaknesses
No internet connection
content unadapted to
mobile viewing
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24. The question becomes, which of these social media
sites are “right” for your content?
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25. is NFC the right approach for you?
Could the same have been achieved with another technology
o Cheaper
o With more reach
o With better user understanding
Collect my business card
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26. In the Real World, traditional Campaigns abandon the
audiencethey’ve amassed upon completion
half-life of “stand alone” events
added
shows limited sustainable
value
impact
Attend an event View an ad Receive an Attend another
emailing event
time
The opportunity with online, is to create long term engagement
online networks
added value creation of online
value activities lose momentum over
time
time
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27. Effective community marketing must build sustainable
relationships, leveraging the existing audience
• The existing audience is fickle – it seeks an experience across different networks
• How do you buil a lasting relationship?
performance
innovation
?
new
purpose
health
collaboration check
sharing
inertia
time
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28. Forget about blasting information out, hoping
someone will listen
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29. This presents an opportunity for NFC, but
Communities are global
Experience is local
How do you combine the two?
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30. What are your objectives?
o Only to broadcast a message
oor measure, track, learn?
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31. Perhaps your advertising objectives are:
• To spread a job
description, in pdf format
Wouldn’t it be nice if you
could also view the CV of
those that picked up the job
description?
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32. Perhaps your advertising objectives are:
• To offer the slide deck of a
conference presenter, in
powerpoint format
You’d probably like to track
who is interested in the
material you have to offer
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33. Perhaps your advertising objectives are:
• To offer a coupon
How do you manage the
coupon redemption process?
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34. Perhaps your advertising objectives are:
• Offer a limited edition
music track
Concerned about data
security?
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35. Give this a try:
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36. The simple combination of social media and NFC are
sometimes not sufficient to create excitement and
engagement
Can the media be efficiently stored, and
accessed later?
osorted, flagged, saved
o Is the objective for the user to share it
with friends? How?
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37. The simple combination of social media and NFC are
sometimes not sufficient to create excitement and
engagement
- Is the place of collection the right place to also consume the media?
o Walking down the street, in a hurry
o In a bus, about to hop off
o Typing in name & email address into a mobile webpage, while on the go?
- Is NFC a “gimmick”, impeding access to the content?
o Is direct access to one single type of media (a video, a checkin, a “like”)
offering the user enough a reward for his action?
o Is NFC contributing to the “gamification” of the experience?
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38. And sometimes not sufficient to answer the needs of the
media owner
- The NFC transfer may be secure, but is the media hosted in a
secure way?
- Is the hosted media accessible to people who have not touched the
tag? Do I want it to be?
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39. This is where new services come in to play
NFC specific content management:
•Identive NFC Shop: http://www.identivenfc.com/
• Nokia’s NFC Hub: http://www.nfc-hub.com/
•Tagstand: http://www.tagstand.com/
• Poken: http:/www.poken.com/
Others?
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40. Poken allows its users to build communities where people
and things are collected, with a touch
Coca cola brand used for illustrative purposes only
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41. The basic offering is for events, tradeshows, conferences
Coca cola brand used for illustrative purposes only
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42. Create meta-social objects that anyone can collect
OBJECT
Press release
Product description
Product presentation
Videos / multimedia
Rendering 3D
PEOPLE
Contacts (downloadable on
Outlook, Salesforce or others)
Social networks (more than 50)
Picture
Other information
Coca cola brand used for illustrative purposes only
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43. Unique touch-based features include voting
Coca cola brand used for illustrative purposes only
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44. The result are “meta communities”,
brought together by touch
Mini Club in Japan
Meet & exchange, view upcoming
events, get the latest information
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45. Bringing together recruiters and job-seekers
Monster – Using poken to share CVs at campus recruiting events
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46. Your dream is that consumers:
Embrace your brand →Brand activation
Experience your brand → Experience marketing
Participate → Community marketing
Promote your brand → Viral and WOM marketing
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47. Social media is used as a way to show you are open
to dialog, and listeningto your customers
You have to figure out what’s best for YOU
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48. Tomorrow’s Workshop
CREATING YOUR
OWN TOUCH • GO GREEN
CAMPAIGN
• SAVE MONEY
• INCREASE EFFICENCY
• ENHANCE EXPERIENCE

49. POKEN ENVIRONMENT – USER EXPERIENCE
TOUCH IT GET IT SHARE IT
Digitally exchange contact Plug your Poken in the USB Collect your contacts and digital
details with other people, slot, create an account on the files on a timeline, download them
collect digital documents offline memberHUB and synchronise on Outlook , Salesforce, or another
(PDFs, presentations, brochures, your device to have access to format. Keep your profile updated
videos, demos, animations, all documents and contact with your social networks and share
links). details collected. your experience with others.
Poken Member HUB

50. WHO WE ARE - SATISFIED CUSTOMERS
Sales in over 50 countries through 22 official resellers, creating hundreds of satisfied customers.

51. Thank you!
Stéphane Doutriaux Carole Putallaz
Founder &CPO Head of Marketing Communications
stephane@poken.com carole@poken.com
Poken Inc. Poken S.A.
955 Alma St, Suite A Rue du Pont 22
Palo Alto CH-1003 Lausanne
94301, USA Switzerland
Phone: (650) 427-0596 Phone: +41 21 560 40 05
Email:info@poken.com Email: info@poken.com
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