Mobile Social Mojo: engaging consumers on their terms
While it makes perfect sense – we all have mobile phones and humans are intrinsically social beings –the fact that nearly 60% of mobile web traffic is spent on social networking sites is still surprising. (source: groundtruth) What happened to news and sports? Maybe our friends are really more entertaining … after all, 33% of social networking users have flirted with someone using their phone while on a date with someone else!
This statistic shouts out the Truth that smart marketers have been grappling with: to engage with your consumers you need to Get Social and Get Mobile. (badda bing, badda boom!)
And according to Justin Siegel, CEO of mocospace, “The brands that understand consumer behavior will be the ones that master the mobile and social networks. Technology has very little to do with it.“
People are shifting their media consumption and communication patterns to mobile-social faster than many companies can even schedule a cross-departmental meeting. One big intrinsic game changer in combining mobile & social is that it provides the opportunity to target location-specific communications. Some companies are jumping in to learn and to win….
1) Pepsi Loot is the first geo-based iPhone app with a loyalty program attached to it. People are rewarded for visiting restaurants that serve Pepsi products when they “check in” at a restaurant. Program is tied into Facebook and social networking sites. Pepsico is also the exclusive non-alcoholic beverage partner of Foursquare and will be rolling out multiple offers in June.
2) Telefonica has partnered with Myriad to allow users to access multiple social networks via mobile browsers, downloable apps and other mobile technologies under its Movistar brand across 12 Latin American countries. They are paving the way for ubiquitous access: “Consumers will expect to exchange messages and photos with their Facebook and MySpace friends as easily as they do today from phone to phone.”
3) Proctor & Gamble created a mobile-social campaign to reduce girls’ prejudices around tampons and educate them about the Tampax brand. Using mobile videos, games and social networking sites, P&G leveraged the insight that young girls are not comfortable about this topic and need intimacy and secrecy while looking for information. Providing information on mobile devices allows them to engage with the information whenever they feel comfortable doing so. The campaign also leverages young girls’ likelihood to share information with a ‘tell a friend’ viral SMS component.
What does this mean for other businesses and brands? Do your research on your audience and understand their inner and outer worlds. Mobile and social marketing may have many options for integrating cool technology, but unless you understand how people are engaging with these mediums and your brand your efforts may as well just stay on the web.
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Heather is a Boston-based, very mobile marketing strategist. After working for 15+ years for global marketing agencies & brands she started consulting with fast-growth start-ups and became enamored with the transformation made possible by mobile innovation. Now she helps companies integrate mobile strategy into their marketing mix. Interests include managing her iPhone addiction, travel and adrenaline-inducing sports.
Nice work Heather!
The Pepsi 4square play is a match made in heaven! Bravo Pepisco for rushing Coca Cola to the party. We’ve found 4Square members to be INSANELY loyal and of course viral in their thoughts and actions. Care and feed your customer base carefully and they’re yours for LIFE!
Social market savvy companies learn by doing, not watching. The learn curve is steep and deep, so be prepared to get your face full of snow!