Mobile Roundtable (Concl): Brand Marketing & The Future of Social TV

Posted on June 11, 2012 by Rick Mathieson

Will consumers and brands really tune into social TV over the long term?

The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year’s Super Bowl that included a branded app from Chevy and Coca-Cola’s interactive Polar Bear experience on Facebook.

I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced last month it will sit out Super Bowl 2013, it stands to reason the initiative wasn’t a touchdown.

Coca-Cola’s experience, however, was another thing entirely. At last month’s Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they’d engage a couple million people for an average of 2.5 minutes, the Bears – which reacted in real time to the game and even Super Bowl spots from other advertisers – attracted 9 million viewers who spent an average of 28 minutes with the brand.

In the conclusion of our spring Mobile Roundtable, Dorrian Porter, CEO of longtime roundtable sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh in on the efficacy of various forms of branded social TV experiences, and prospects for the future.

MOBILE ROUNDTABLE (CONCL): BRAND MARKETING & THE FUTURE OF SOCIAL TV
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ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM – HOW AMEX BANKS ON MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC’S RACHEL PASQUA – KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION

MOBILE ROUNDTABLE (PT 4): FACEBOOK’S MOBILE CHALLENGE POST IPO

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Mobile Roundtable (Pt 4): Facebook’s Mobile Challenges Post IPO

Posted on June 3, 2012 by Rick Mathieson

Can Facebook monetize the mobile channel as well as it has its desktop experience?

Both before and after the now infamous Facebook IPO, there has been considerable industry commentary on that outstanding question.

Here, our GEN WOW mobile marketing panel – Julie Fajgenbaum, vice president of brand and social media for American Express, Dorrian Porter, CEO of longtime GEN Wow sponsor Mozes, and Rachel Pasqua, executive director of mobile marketing for Organic (shown above from left) – put their views on opportunities for both Facebook and brand clients in the mobile space.

MOBILE ROUNDTABLE (PT 4): FACEBOOK’S MOBILE CHALLENGE POST IPO

Click here to listen to: Mobile Roundtable (Pt 4): Facebook’s Mobile Challenges Post IPO

(3:28)

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM – HOW AMEX BANKS ON MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC’S RACHEL PASQUA – KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING

MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION

(11:07)

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Mobile Roundtable (Pt 2): Organic’s Rachel Pasqua – Kimberly Clark, Specialized Bicycles Ramp Up Mobile Marketing

Posted on May 21, 2012 by Rick Mathieson

In part two of the May 2012 GEN WOW Mobile Marketing Roundtable, I ask Rachel Pasqua, executive director of mobile marketing at New York City-based Organic about her upcoming book Mobile Marketing in An Hour A Day, and her insights into Kimberly Clark’s plans to merge its social media and mobile marketing initiatives.

Along the way, we’ll hear about the future of mobile apps and wearable computing at brands like Specialized Bicycles, and much, much more.

MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC’S RACHEL PASQUA – KIMBERLY CLARK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING

Click Here to Listen to: Mobile Roundtable Pt 2: Rachel Pasqua

(9:55)

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): Julie Fajgenbaum – How AMEX Banks on Mobile Marketing

Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

May Mobile Marketing Roundtable (Pt 1): How AMEX Banks on Mobile Marketing

Posted on May 14, 2012 by Rick Mathieson

I’ll just come out and say it: Friday’s GEN WOW Mobile Marketing Roundtable was nothing short of awesome.

Three of my favorite people in mobile marketing teamed up to answer questions on the quickly evolving world of mobile + social + local + retailing + pop culture and more.

On hand: Julie Fajgenbaum, vice president of brand and social media for American Express; Rachel Pasqua, director of mobile for New York City-based digital marketing powerhouse Organic; and Dorrian Porter, CEO of mobile marketing phenom Mozes, a longtime sponsor of this blog.

Over the next few weeks, I’ll post excerpts from this wide-ranging new roundtable, which spans mobile apps vs. mobile web; Facebook’s prospects for monetizing the mobile channel; the future of social television and much, much more.

Up first: Fajgenbaum, who gives us the scoop on AMEX Sync, which offers card members discounts for tweeting advertised hashtags; strategies for fighting “showrooming” – the dynamic where consumers go to stores to see products but then order via mobile phone – and how mobile + Jay-Z = astonishing success.

Click here to listen to: MOBILE ROUNDTABLE PT 1: JULIE FAJGENBAUM – HOW AMEX BANKS ON MOBILE MARKETING

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Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.