Mobile marketing

1. MOBILE MARKETING
Nick Hodge
Professional Geek and Digital Diplomat

2. Hello from the Experiment
(and yes, I am Internet famous)

3. Flickr:superlocal

8. Authentic Voice
 Friends listen to their Friends
 They next use their Personal Networks
 Trust people “like” themselves

9.  “If you are not in MySpace, you don’t exist”
 55% of online teens aged 12-17 have created profiles on
social network sites with 64% of teens 15-17
 Younger boys are more likely to participate than younger
girls (46% vs. 44%) but older girls are far more likely to
participate than older boys (70% vs. 57%)
 Digital Identity ownership
 Source: boyd, danah. (in press) “WhyYouth (Heart) Social
Network Sites:The Role of Networked Publics inTeenage
Social Life.” MacArthur Foundation Series on Digital
Learning, IdentityVolume (ed.David Buckingham).

10. Mobile
 What device are you carrying right now?
 Mobile devices are personal.
 >100% Mobile penetration in Australia
 Mobile devices are a platform
 Social networking on mobiles will drive the
next generation (apps)
Source: presentation by Jennifer Wilson, Head of Innovation, NineMSN
from http://www.nickhodge.com/blog/archives/2030

11. Where the new Communities are
 More mobiles than people
 Broadband in 67% of Internet Subscribers
 Average use/day 22minutes
 6.5 times per week, 41 page views per session
 Less time viewing/listening to one-many
 ACMA Communications Report 2006/7

12. To be contactable at the beach. What more do you want?

13. Trust in “Old Media” is falling
Source: State of the News Media, Project for Excellence in Journalism, February 2007
(applies to most following slides as well)

14. Average Circulation is Falling

15. Average Viewership is Falling

16. Identifying the Net-Gen
Matures Baby Boomers Generation X Generation Y
Birth Dates 1900–1946 1946–1964 1965–1982 1982–1991
Description Greatest
generation
Me generation Latchkey
generation
Millennials
Attributes Command and
control
Self-sacrifice
Optimistic
Workaholic
Independent
Sceptical
Hopeful
Determined
Likes Respect for
authority
Family
Community
involvement
Responsibility
Work ethic
Can-do
attitude
Freedom
Multitasking
Work-life
balance
Public activism
Latest
technology
Parents
Dislikes Waste
Technology
Laziness
Turning 50
Red tape
Hype
Anything slow
Negativity
Technologies
Typewriters
Telephone
Memo’s
TV
Family Focus
Technologies
Video Games
PC
Email
CD’s
Individualist
Technologies
Web
Cell Phones
IM
MP3’s
Online
communities
Source: Educating the Net-Gen. Available online http://wwweducause.edu/educatingthenetgen

19. Young people go digital

21.  Finding and sustaining your authentic voice in
online conversations
 Honestly engaging in existing conversations
 What is the risk of not investing in your brand
to maintain the trust relationship?

23. Self-published Samizdat
Counterculture
Low Budget
Self-expression/not $$$
DIY Community
Easy to produce
Low barriers

24. “ … There are currently nearly 50 million
members in "mobile social communities" and is
expected to reach 174 million worldwide by
2011... “
Statistics
“ … Juniper offers that user-created content
related to the mobile phone industry is
positioned at around $576 million for 2007,
while it is expected to hit some $5.75 billion by
2012. “
Juniper
ABI Research

26. Give
your Organisation
a Human Voice

27. Final Thoughts
 You cannot outsource community
engagement
 But you can have your community with you
 Simplify your communications policies
 Give your employees a voice
 Go to the existing community, on their terms
 Online Measurement is more accurate
 Learn from mistakes, correct, continue

28. Click to add title 
 Digital Community Specialist
 Online Community Leader
 Online Customer Service
 Professional Geek
 Digital Diplomat
 Online Image Consultant

29. Role
 Polymath communicator
 Provide a human-face / authentic voice
 Engage in and with online communities
 Listen and respond
 Make human connections
 Add value to the communities
 [NB: internal sales/customer service/PR]

30. Resources…
 Australian Expertise
 Community: http://silkcharm.blogspot.com/
 Web 2.0: http://acidlabs.org/

31. Contact Details
 nhodge@microsoft.com
 http://twitter.com/nickhodge
 http://www.nickhodge.com/