Facebook’s long awaited mobile product, Facebook Home, is not about a new phone but about making Facebook a content platform for a mobile audience. Brands would do well to start thinking hard about how they’ll develop engaging content for a mobile audience on Facebook.
For consumers, today’s announcement about Facebook Home is an obvious play to get a mobile audience to spend even more time on Facebook than ever before. While mobile experiences are currently centered around apps, Facebook’s aim is to center the experience around people. The focus on people is executed through features like the Cover Feed and Chat Heads that allow for more seamless engagement with content including messages, SMS and Facebook posts.
While it’s clear how these features will further engage users (and boost time spent on the platform), it’s not initially as obvious what the implications are for brands although creating engaging content (not ads) for a mobile audience is a pretty good place to start building some assumptions. Here are the four implications brands should start thinking about now:
1. Facebook Home isn’t about a new phone but about making Facebook a content platform for a mobile audience. As Mark Zuckerberg was quoted as saying, “We are not building an operating system. We are building something that is bigger than an app … We want to shift people’s focus on phones away from apps and towards content.”
Even more about the “stream” - engaging people organically is becoming more important for a business, oh and it’s a 2 way medium MARKETERS!
This is a simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or…
Agile = nimble = react & anticipate = more effective
This is a simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or rather it requires minimal management) and others in the organization love the results they see from an Agile approach - win win for all. It was crafted with start ups and hyper growth digital/tech companies in mind, but it has been used in larger marketing organizations, and can provide a competitive edge for those who can adapt agile to their teams. If you are looking for more details on using an approach like Agile for marketing - please contact me - contact info in the slideshare presentation. #marketing #agile #digital #results
Well are we there yet in a brick and mortar store?
M-commerce, loyalty rewards, credit card, deals, etc = happy customer + happy retailer/brand - Not quite, but getting close.
Just over 2 years ago I co-wrote this article - “The M-commerce Challenge? No. Huge Opportunity? YES - moving first & often will pay off (no pun intended) - Here’s an app that might just do it!” - with Jay Cahill, and we are still waiting for it to be realized, I guess we should have built the prototype, proved basic market fit, got funding and scaled it. Did not eat my own dog food :) - anyone looking to fund us let us know!
Who will be in the group to get there - Square, Belly, ShopKick, PayPal, maybe even Google or somebody completely new or under the radar?
My bet is more likely on the latter? Or get’s acquired early by one of the above.
#SoLoMo #marketing #digital #future #mobile
For the the first 10 years or so (1996+) we had Internet 1.0 which was all about digital and internet innovation that created many new businesses who took business from the traditional offline and brick/mortar world e.g. Amazon, eBay, PayPal, eHarmony, etc …
The last 7 years or so (2006+) Web2.0 has been focused a lot on digital innovation creating new products and companies that are very much of the online/virtual worlds. On a pure product sense companies like Dropbox, streaming services like Netflix and Spotify and many others.
In addition we’ve seen the evolution and increase of human engagement through social networks like Facebook, twitter, Foursquare etc and many companies have come and gone (more have gone than stayed - Friendster anyone?).
The next paradigm is going to have a very interesting impact on one particular area - the traditional offline and brick/mortar world. If I had a crystal ball I will predict - we are going to see innovation that creates and grabs back market share, customers and revenues for offline like business (or new ones ) and for brands who rely heavily on brick/mortar customer engagement. Now with mobile expanding the internet truly to the masses (all 6BN+ people), the social graphs and some clever innovation by brick and mortar business, we will see new (that bring together offline+digital) or existing companies who will leverage the next paradigm. A good example is Cleverbug using the Facebook social graph to revitalize the greeting card business ($27BN market), more clever than most - maybe the new name for these businesses and paradigm is Clever 3.0! Remember where you heard it first.
We are also seeing platforms and tools evolving for brands and companies who exist in the brick/mortar world that are creating a level playing field again and potentially allow a land grab back - companies like ShopKick, BestBuzz, Square and new offerings from Google Local/Places and Facebook’ s new to be released Social/Local Graph Search.
I’ve been in the SoLoMo world for about 6 years now, and 6 before that when it was just mobile and digital. I first came across the name when creating a mobile app marketing launch at gypsii on Apple’s iTunes store with Greg Verdino and The Crayon team around 2008, the conversation went something like this “social networking moving to the phone, becoming location aware, and presenting whole new opportunities for marketers to deliver just-in-time, right-in-place offers.”
I am in the middle of authoring a new CMO trends type piece for Econsultancy, and have got the current definition down to: “Social, Location, Mobile (SoLoMo). The convergence of social media/social networks with location based capabilities and mobile usage in real-time.”
Marketing people still kinda look funny at me when I even give the above definition. So I was looking for some real world example or stories. And I found this great example of SoLoMo at work from Neolane’s white paper: SoLoMo - From Concept to Practice, it tells a simple story of how the convergence of Social + Local + Mobile can impact marketing and consumers:
Contextual Relevance in a SoLoMo World
Sally sees an ad in a magazine with a QR code. She scans it and is invited to download the brand’s new mobile app. Upon downloading the app, Sally is prompted to register.Her registration is submitted to the brands marketing data mart which cross-checks her address in real-time and recognizes she’s an existing customer. Sally’s mobile number and a record of the app installation is matched her existing records and communication preferences.
A week later, Sally checks in at her local coffee shop using Facebook places. The coffee shop happens to be walking distance from a local retail outlet Sally frequents. She receives a push notification via the app, informing her of a sale on the brand at the local store. Sally visits the store and makes a purchase.
A few days later,she receives an email with recommended accessories for her recent purchase and an invitation to post a product review, with links to share her feedback via social media.
SoLoMo in a nutshell by @VirtualCMO
Image via CrunchBase
You can’t go to a business site on the internet without getting the obligatory infographic. So are they just another web2.0 hype or is there real value in them, Yes and Yes!
To see some of the tools out there and examples take a look at http://visual.ly or just enter <inforgraphic> in Pinterest Search and see the results - visually compelling content with value is going to trump bulleted content anyway, more cool sites -
What’s next after infographics - videographics?
Ohh and someone please change spellcheck so it takes infographics as one word please!
Brands that embrace real-time content marketing will succeed. Brands that do not embrace real-time content marketing will fail. Why? Because the always-on consumer is in the driver’s seat.
In the last three years, consumption and distribution of content on the Internet has changed dramatically. Consumers have rapidly adopted social networking platforms and have used search technologies to share information faster than ever before. The typical Internet user consumes and produces content heavily. She is always on. And she expects brands to be present wherever she is. Building a connected brand with the always-on consumer requires you to be a real-time marketer by combining search, social, and content.
Forrester Research calls the always-on consumer always addressable — someone who uses a number of different devices multiple times a day to receive content. The shift to the “always on” accessibility and addressability of audiences has pushed the practice of content marketing to a greater depth, to the point of real-time. For you to be an effective real-time content marketer, your strategy must not only be search relevant, but also be socially relevant, and relevant from a content perspective.