Role of Mobile in MROC – from slideshare

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The Future Of Social TV Is Now

From over at Read Write Web, an interesting social “check-in” site which allows you to “check-in” for TV shows, music and books.

GetGlue is a service that lets users “check-in” to watching TV shows, reading books and listening to music. In 2011, it added a visual stream, real-time convos and personalized guides to shows, movies and artists. The conversation tab brings up chats that users are having in real-time about the same show, movie or artist. It’s a natural opportunity for the “water cooler”-type conversation.

The site is only two years old, yet it has grown 1000% year over year. The million user mark came in April 2011. From just January to September 2011,it saw an 800% increase.

GetGlue users openly share their feelings about entertainment, especially when it comes to popular shows and movies. Social TV is centered around emotional experiences, and GetGlue users love to talk about feelings.

GetGlue-2011-infographic1.jpg

GetGlue-2011-infographic2.jpg

For the full article, click here

TV Ads + Pre-roll Ads = Better Engagement

Google recently conducted a study exploring the effectiveness of Youtube pre-rolls compared to TV ads, the results of which are summarised in this video:

As has been found in other studies, pre-rolls and TV ads are complimentary and achieve greater engagement when used together.

 

Predictions for 2012

Millward Brown recently predicted some digitla trends for 2012, which can be found here. Some interesting thoughts mixed in with what has been spouted for a while now (as always, mobile is predicted to grow more).

 

1)    Gamification unlocked: Big Brands become more playful
‘Gamification’ is a simple idea: engage people by applying game mechanics to non-game situations. Points, level progression, badges, achievements, virtual currency & puzzles. The principles of gamification may be simple, but effective execution is not. People’s motivations and approaches vary. Crude forms of gamification such as Foursquare-style badges and points-based rewards is mere ‘badgification’ – a one-size-fits-all solution to a far more complex problem.

Gamification is inherently social – so which brands will succeed? I could unlock my Super Dad achievement for purchasing Pampers five weeks in a row (earning me a 10% discount), get 50 points each time my friends and I buy Special K in the same week (worth 50p), and level to Master Environmentalist (giving me access to green offers) for reducing my car’s weekly mileage and refuelling with BP.

2)    Just tap it! Wide spread adoption of the ‘mobile wallet’

We take our mobile phone everywhere – just like our wallets – so what if we combined the two?

In 2012, we will see the rise of the ‘Mobile Wallet’ with exciting technology developments like Near Field Communication (NFC), enabling data transfer between two devices in close proximity.

Don’t fumble with cash, simply pull out your phone, tap it on the reader and you’re done. Mobile phones are becoming ‘the hub and centre’ of our lives. We’ll be using phones as identification – licenses, passports, passes; as keys to unlock our belongings, as boarding passes and tickets – all from a tap.

Brands will need to pay attention to mobile payments and leverage them to connect with consumers in compelling and meaningful ways.

3)    ‘Virtual Togetherness’: TV and Social Media fuels an explosion in tools and technologies for interaction and research

Social tools and technologies that enable people to interact with TV programs will explode in 2012. Innovations will emerge that allow people to engage with shows in ways we haven’t thought of.

The explosion of social media will see TV becoming an even bigger echo-chamber for interaction and engagement.

Throw in Twitter, a backstage blog, a handful of hash-tags and an interactive app and TV will be on social steroids. Social media will allow users to interact with TV shows in innovative ways and TV producers will use this data for creative inspiration.

Services such as Bluefin Labs/Zeebox indicate traditional TV ratings may be augmented by ‘social ratings’ as advertisers will no doubt be keen to understand how well a show is travelling beyond the TV audience.

4)    Online Video Invades the Living Room 
In 2012, video consumption will evolve. As the adoption of increasingly consumer-centric home entertainment technology catches on, video that had previously been consumed online will “reverse-migrate” to the living room.

BoxeeApple TV and Google TV are all attempting to bridge the internet and the living room. But only a few have begun to scratch the surface of a truly immersive multimedia experience. Barriers to widespread adoption remain – lackluster demand, technology, and licensing agreements.

As companies innovate toward the quintessential multimedia hub, you can bet that content agreements, distribution channels, and strategic partnerships are being created behind the scenes.

5)    Mobile marketing will become more social and local than ever before
The future of mobile marketing will be intertwined with social and location-based marketing (SoLoMo). Successful marketing will combine relevance, location and timing. SoLoMo will prevail in existing geo-social apps like FoursquareShopkick and Yelp. Retailers will experiment with geo-fenced mobile marketing with companies like Placecast. Social buying (e.g. Groupon and LivingSocial) will become more app-focused and provide real-time alerts on local deals.

Brands will create their own apps that tap into geo-location services and social networks. Messaging will become more relevant by exploiting location-based targeting and embedding social content/shareability. Technology improvements and richer mobile ads will facilitate these approaches. Pure mobile marketing will be exchanged for SoLoMo strategies.

6)    Growth: the only App trend that really matters

Developers and marketers should look beyond Apple’s app store if they want to ride the next Angry Bird. We’ll see cross-media app promotion and clever use of the social echo-chamber to create the next blockbuster.

Expect a tsunami of demand from first-time smart phone users exploring their new device. ‘In-App’ ads will be richer and a blurring of the boundaries between mobile, online and TV will continue. HTML5 will drive down costs of cross platform development and allow apps to be downloaded directly from publishers, freeing them from Apple’s restrictions.
The app story isn’t over – it’s just moving up to the next level.

7)    Social CPG e-commerce: Tiptoeing between engagement and marketing leads us back to traditional marketing vehicles

As online grocery shopping becomes more mainstream we will see an increase in paid media which raises awareness about the benefits of CPG eCommerce. CPG brands will experiment with social media to stimulate eCommerce.

Social media can be used to kick start conversations and build awareness while sneak previews/special offers can spur sales for new products online before they even reach traditional shelves.

CPG marketers should embrace technological advances, but ‘social commerce’ needs to be approached with caution. If there is too much focus on marketing instead of delivering an experience, consumers will vote with their wallets or worse – their mouths. Fans primarily want to enjoy a genuine relationship and a sense of community.

8)    Social Graphs Will Generate Meaningful Data For Brand Measurement
Nearly every social platform now takes advantage of our ‘social graph” to bolster user experience/adoption and to create more value. We constantly generate streams of data that gives marketers a richer level of insight into consumer habits and attitudes than we’ve ever had before.

A unified social graph will give rise to new brand value generation across categories and platforms. Mining platforms for explicit, implicit, and analytic consumer data will become a core measurement approach for brands.

As adoption of social media becomes more widespread it will function as a more accurate barometer of consumer opinion. This is the age of Big Data and brands will capitalize on it.

9)    Regulators focus on the real price for ‘free’ access
With increasingly ubiquitous media interactions, consumers will be confronted with paying to manage the way data about their online activities is shared. Options might include paying for applications that manage their identity or paying to access content that would otherwise be free. Or they might simply have to disconnect from networks where information sharing is the cost of entry.

Regulators will take a closer look at the actual conflicts in the marketplace. Chief among them will be the ability to use an individual’s digital footprint to evaluate that individual’s eligibility for products and services.

As brands use data in ways consumers don’t approve of or expect, we may start to see trust erode.

10)    The arrival of Seamless Sharing

Tomorrow’s successful social networks will allow users to overcome barriers that separate them from others; online traffic will be content-driven, not platform-defined.

We see this trend in the ‘sharing’ buttons on many web pages.  While ‘shareability’ is a relatively new concept, ideas like ‘virality’ have been an established measure of online success for some time.

The ability to measure ‘shareability’ will be used to determine levels of influence and to better understand how information travels. Brands that create the most innovative and engaging content will benefit from riding the share-wave.

11)    China: ‘one stop shop’ convergence of micro-blogging, social networks and information portals

The explosive growth in social networks has had world-wide repercussions not least in China. Social media thrives under the umbrella of Facebook alternatives such as Ren Renand Kaixin. With a desire to share opinions, bloggers migrated towards social networks in which to provide personal musings.

While recreational time in China is a premium, the tide is turning fast with the advent of micro-blogging (the most popular being Weibo). Between December 2010 and June 2011, Weibo usage grew 200% and is usurping other social networks as the place to broadcast.

2012 will bring about integration and how to manage consumer expectations on news, communication and information sharing. Portals (who want a piece of the action), micro-blogs and social networks will converge to offer users an integrated one-stop shop.

12)    Online Advertising: Real-time Decision Making Takes Centre Stage

2012 will see an increased demand for real-time campaign insight, fuelling the emergence of intelligent automated decision-making processes for campaign optimisation.

This will be the year when this impact is felt across the industry. Media buyers will invest heavily in their demand-side platforms and become accustomed to responding to real-time analytics.

Industry players such as market researchers and creative agencies will rise to the challenge and create solutions that provide real-time ad evaluation and creative recalibration.
Successful players will be those who learn to merge real-time data from media plans with analytics and creative evaluation to optimize online advertising.

Three great social media campaigns from 2011

From over at Memeburn – three excellent social media campaigns from 2011.

KLM — The airline (yes it still exists)
At the beginning of 2010, KLM the official airline of Holland, embarked on an aggressive social media listening exercise.

Utilising Foursquare and Twitter, KLM staff would look for passengers who had just checked in and were waiting to board their flight. The KLM staff would then quickly scan through their social media profiles to look for something that the passenger was interested in. Armed with this information, KLM then bought (from duty free) small gifts to give to these passengers.

 

Stella Artois
This is not strictly a social media campaign, however the spread of the application it developed was social and the usage of the application was definitely social (so I’ll allow it).

Stella Artois a Belgian beer company created an augmented reality travel app. This incredibly handy app was quite simple to use. If you were travelling to a strange city or found yourself in a foreign country, all you needed to do was open the Le Bar Guide application on your iPhone or iPad, give it a little shake and it would point you in the direction of the closest establishment that served refreshing pints of Stella!

One of the great features of the app, was that it acted like Foursquare and let you rate the establishment where you decided to refuel on Stella. This information was then used by the brewery for market research and travelers who also used the app could ensure that the establishment that they were going to try was at least well liked by fellow visitors.

 

Renault Connect
Renault, the French car manufacturer, allowed visitors to the AutoRAI motor show in the Netherlands to share their offline experience with their online friends through Facebook. When a visitor to the Renault stand saw a car that particularly took their breath away, they simply had to swipe their visitor card across the Facebook Check-in stand. The visitors access card had been preloaded with their Facebook information.

When the card was swiped this information allowed Renault to immediately post information about the car they had “liked”. This information, posted on their wall, was then shared to all of their friends and allowed them to feel and experience the show online with their friends who were actually there.

Click here for the full article

2011 Holiday Consumer Intentions

With Christmas fast approaching, consumers are more than ever likely to head online for their present shopping. Some major findings include:

  • 43% of holiday shoppers plan to do the majority of their shopping by Cyber Monday
  • 82% of holiday shoppers say that online research will significantly or moderately impact which retailer they wil shopt at
  • 77% of holiday shoppers will turn to their tablet device for online shopping, 54% will turn to their smartphones

For more information check out this study conducted by Ipsos OTX, on behalf of Google: http://www.thinkwithgoogle.com/insights/library/studies/2011-holiday-consumer-intentions/

Global Insights on Smartphone User & Mobile Marketer

An interesting presentation looking into smartphone and mobile usage:

http://www.thinkwithgoogle.com/insights/library/studies/global-insights-smartphone-users-and-the-mobile-marketer/

The More Screens The Better

Smart advertisers are already running integrated digital campaigns. Check out these case studies to learn how a multi-platform approach can increase brand awareness and brand engagement:

  • Cross screen research conducted in Nielsen Media Labs proved that for groups that saw a Volvo ad across all screens -TV, PC, smartphone and tablet – the brand recall jumps dramatically to 74%. (vs. 50% for TV only).
  • Reebok experienced over 131% lift in brand response conversions after extending its video creative across all digital screens – PCs, mobile phones and tablets – to promote RealFlex.
  • Delta successfully targeted business travelers across mobile devices and networks with interactive mobile video units. The campaign doubled awareness, consideration intent and association with business elite services.
  • The adidas’ “All-In” campaign video, featured above, generated over 2 million views by adapting their video creative for engagement across PCs, smartphones and tablets.

Source: http://www.thinkwithgoogle.com/insights/featured/more-screens-are-better/

Microsoft’s Secret Social Network

Microsoft have been working on their own social network, much in the vein of Facebook. Will it take off? Only time will tell, in the meantime, here is a write up on it’s features, that I found at http://www.theverge.com:

Earlier this summer, a teaser page appeared at Socl.com revealing Tulalip, an oddly named service from Microsoft promising a new way to “Find what you need and Share what you know.” Facebook and Twitter sign-ins were offered, and the design was reminiscent of Windows Phone’s tiles. It turns out Microsoft has been testing this service with a select group of “friends,” and this week, I got an early look at Socl — “Tulalip” appears to be dropped — a curious site that’s coming out of the FUSE research group that will eventually be rolled out to the public. The site mixes search, discovery, and, go figure, a social network. How’s it hold up? Read on.

DESIGN

Ignoring for the moment that the interface looks a lot like that other social network, Socl offers a bare bones, three column layout, with basic navigation in the left rail, a social feed down the middle, and invites and video party options (more on that soon) on the right. As usual, you can follow other friends, but you won’t find any list-making tools. Core to the experience is the large search field at the top that asks, “What are you searching for?” effectively creating a new type of status update. You can also toggle the field to a traditional status update. With Socl, you’ve got the option to post to your feed either a note that you’re searching for “live Prince covers” or that you’re ‘live at a Prince concert.” Entering a search term or status update drops it into your feed with appropriate Bing results, where your friends will have the option to comment, like, or further tag it. Clicking ‘tag’ adds the search term to your personal list of tags, and you can sort your friends’ searches and status updates by type (i.e. web, video, news, images).

TAGGING

While tagging seems like a decent idea in theory — I theoretically want to track topics I’m interested in — I can’t imagine going back to a simple tag search for news, browsing, or much of anything, really, and Socl’s implementation doesn’t advance what Google’s doing with saved searches. I’ve got a mix of trusted friends, publications, and hundreds of RSS feeds to get a broad mix of focused news and information on topics I’m interested in, and tag searches for Politics, Film, or Technology, for example, aren’t going to offer much. And, there’s a big difference tagging an interest and actually searching. I might like the band Yo La Tengo, but I’m never searching only for that ‘tag.’ Instead, it’ll be a Google-ese mix like ‘yo la tengo scores ost 2008 album,’ which isn’t going to look good in any design and isn’t really relevant to me or my followers outside of last Thursday night.

VIDEO PARTY

And then, seemingly out of nowhere, Socl also includes a video party feature, complete with chat, for watching YouTube clips together (currently no support for Vimeo, DailyMotion, or any other services). It’s a clean, intuitive UI, and aside from the lack of a controllable scrubber, it could be a fun service on its own. Socl is mostly built on HTML5 — we saw no instances of Silverlight or Flash — and the site showed no slowdown in Chrome or Firefox while video partying, searching, or tagging.

SOCIAL SEARCH

I understand the push to make search a more social experience; Google’s been trying for months with the +1 buttons littered across search results that are then integrated into Google+. Let’s say you’re searching for great burrito restaurants in San Francisco Mission District. Traditionally, you might check Yelp (or a similar service), trusted friends, regular search, or a mixture of all three. And this side of social networking generally works; people ask for recommendations all the time on Facebook and Twitter, and you often get great answers that search simply wouldn’t have turned up. And, with social search, Microsoft is hoping that your friends will see your query and bring their expertise to it.

WRAP-UP

Note that Socl is a research project, so it’s possible that it won’t ever get released as a mainstream product, but we’re hearing it’s still going to be tested publicly. Socl is starting late to the game, so it’s no surprise that you can plug into the potential traffic firehose that is Facebook. While all of your searches and tags are visible to your friends on Socl, I’ve been told your Socl activity can be limited via Facebook’s lists. Otherwise, there’s not much here in the way of interacting privately with other users on Socl; no private messages, no @replies, and none of the curated, semi-private groups like Google’s circles.

Socl ultimately needs to better show how yet another social network and search tool can help users find the information they’re looking for; without mobile support or integration across the rest of the Microsoft world, Socl’s got a big hill to climb. We’re hearing Microsoft is nearing the end of its private testing period and will roll this out to a bigger public audience through an invite system.

By Thomas Houston, http://www.theverge.com

 

The Mobile Movement

 

 

The Mobile Movement (PDF)

A study into how people are now using smartphones for searching, purchasing and other media consumption.

 

 

 

 

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