This was sent to me by Liz Coker ..
Great article today based on info from Jupiter Research. Felt it was pertinent to this discussion. It’s where mobile, social networking and marketing intersect – Social Marketing. Think integrated campaigns, not mobile ads.
One key snippet that sums things up is:
“Mobile is a natural complement to social marketing. Cellphones allow the spontaneous capture of images and sounds which allows frequent posts to Web sites keeping the content fresh while also facilitating the viral distribution of content to other cellphones. In the near term, cellphones are likely to complement social networks rather than replace them.”
Also, other things in that article i found interesting
a) Best practises for mobile social networking and marketing
Marketers should keep a number of best practices in mind when looking to leverage cellphones within social marketing campaigns.
–Know your target audience. Consumers who frequent social media sites skew young and tech-savvy. In Toyota’s case, their goal of reaching environmentally conscious consumers fit well with this campaign as this group shares many of the same attributes. Use of mobile also syncs well with this audience as younger cellphone users are heavier users of text messaging and mobile applications.
–Recruit “new influentials” to increase buzz. My colleague Emily Riley coined the term “new influentials” and identified them as being a core component of social marketing campaigns. New influentials act as catalysts for marketers at the upper end of the purchase funnel by helping to drive brand awareness by building buzz through their own postings on blogs. They are attracted to engaging activities, content creation, breaking or insider information and sweepstakes. Just remember that their primary strength is their willingness to forward messages to friends, so make your campaign as viral friendly as possible.
–Consumers are twice as likely to trust information found on a company Web site as they are on a social networking site. Leverage a microsite for hosting and presenting user-generated content, but be sure to attract the expert consumers to encourage more interesting content creation (New influentials are active posters and forwarders, but not always product experts). Remember, it can be difficult to drive traffic, so accompany the microsite with a search campaign and some general media buying.
–Offer social- and product-engagement elements on the microsite. Toyota has achieved this by combining training and fitness advice with their product messaging. Readers engage with the brand attributes indirectly through training tips and athlete blogs. It doesn’t serve their entire target audience, but does attract one of the more lucrative niche audiences.
–Choose appropriate products. Some products inspire more content creation than others. If the product doesn’t inspire consumers on its own, it’s a good idea to attach the brand (as Toyota has done) to something that does inspire consumers such as music or sports.
–Utilize viral tactics such as e-mail and widgets to encourage users to share content and product messaging.
–Encourage content posting via cellphones. Allow your new influentials (i.e., brand advocates) to post photos and videos directly from their cellphones. These content creators are highly engaged in media and social interaction online. Advertisers can take full advantage of these advocates by incorporating audio and video into their microsites.
b) Microsite or your site?
Marketers can leverage existing online social networking sites (e.g., MySpace, Facebook, YouTube, Bebo, etc.) or mobile-only networks (e.g., Jaiku, Kyte, Twitter, Zannel, etc.) or they can host photos and posts on a microsite dedicated to the specific campaign. Marketers today actually prefer blogs to creating profiles on social networking sites as it provides them with a more controlled environment. When they do so, however, they need to utilize incentives (e.g., sweepstakes) to drive traffic to their sites.
c) use of cellphones to capture content - very much in line with Mobile Web 2.0 i.e. the mobile device being at the point of inspiration
Cellphones are playing an increasingly important role in these campaigns as they are evolving into one of the primary devices used to create content. Higher-quality cameras on cellphones have created new opportunities for cellphone users to capture content (e.g., photos, video) and post it directly to Web sites. According to a consumer survey of cellphone owners conducted by Jupiter, the percentage of cellphone owners posting photos to an online blog or photo-sharing site nearly tripled between the end of 2005 and the end of 2006. It’s still just a few percent today, but interest is growing. This trend is poised to accelerate with young adults citing a high-quality camera as the most important feature they seek in their next handset purchase. Phones with high-quality cameras such as the Nokia N95 or Sony Ericsson’s Cyber-shot series will be an enabler of high-quality photos.