Q&A: Enter Social + Mobile + Local + Commerce (Roundtable Pt 5)

Posted on September 5, 2012 by Rick Mathieson

Move over SoLoMo – SoLoMoCo is here.

In part five of our August Mobile Marketing Roundtable, we move beyond mere Social + Local + Mobile to Social + Local + Mobile + Commerce, the ability to not just connect with consumers via the mobile channel based on where they are, but also to enable transactions based on that context.

This time out, you’ll get some outstanding insights from Jonathan Becher, CMO for softare giant SAP, and Dorrian Porter, CEO of longtime GEN WOW sponsor Mozes.

At the heart of the conversation: A new report from ABI Research that by 2017, one quarter of all online sales will come through mobile. Retailers can choose to do what they can to stem this tide, or capitalize on it in powerful ways through the power of SoLoMoCo.

SOCIAL + MOBILE + LOCAL + COMMERCE: MOBILE MARKETING ROUNDTABLE (PT 5)

>> CLICK HERE TO LISTEN TO: Social + Mobile + Local + Commerce & The Future of Retailing <<

(Approx 5:27)

Also, don’t miss:

PART 1: SAP CMO: ‘Digital is Dead’ – And So Is Mobile

PART 2: Mobile ‘Happiness’: Coca-Cola’s Secrets of Mobile Marketing Success

PART 3: Social + Mobile + Local & The Facebook Free-Fall

PART 4: Foursquare’s New ‘Promoted Updates’ & The Race to Make Location Click

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

Q&A: Foursquare’s New ‘Promoted Updates’ & The Race to Make Location Click (Roundtable Pt 4)

Posted on August 26, 2012 by Rick Mathieson

Is Foursquare upping its game?

Foursquare has always been at the forefront of location-based mobile marketing, and it is always at the vanguard of what’s next in this nascent arena. (Listen to my Q&A with Foursquare Co-founder Dennis Crowley on the eve of the launch of Foursquare to get a sense of his early vision for the service.)

But as innovative as it is, even Foursquare is still finding its footing in what’s possible and what’s compelling for both marketers and consumers when it comes to SoLoMo.

In recent weeks, Foursquare has launched Promoted Updates, an advertising product that gives merchants a way to reach people who are near their stores, based on location and interest as indicated in past check-ins and other data.

In part four of our August Mobile Marketing Roundtable, GEN WOW sponsor and Mozes CEO Dorrian Porter, SAP CMO Jonathan Becher and Ignited LA VP/CD Jordan Atlas weigh in on this new feature and some of the current challenges in making location a vital part of the SoLoMo equation.

SOCIAL + MOBILE + LOCAL & THE FUTURE OF FOURSQUARE: MOBILE MARKETING ROUNDTABLE (PT 4)

>> CLICK HERE TO LISTEN TO: Foursquare & The Race to Make Location Click <<

(Approx 5:40)

Also, don’t miss:

PART 1: SAP CMO: ‘Digital is Dead’ – And So Is Mobile

PART 2: Mobile ‘Happiness’: Coca-Cola’s Secrets of Mobile Marketing Success

PART 3: Social + Mobile + Local & The Facebook Free-Fall

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

Mobile ‘Happiness’: Coca-Cola’s Secrets of Mobile Marketing Success – Mobile Roundtable (Pt 2)

Posted on August 14, 2012 by Rick Mathieson

In part one of our new mobile marketing roundtable, SAP CMO Jonathan Becher told us why “digital is dead” – and that mobile may soon be joining it.

In part two, we hear from Dorrian Porter (pictured top), CEO of longtime GEN WOW sponsor Mozes, on how his company and Coca-Cola have been quietly revolutionizing the way this iconic brand uses mobile to connect with consumers in amazing new ways – and why text may still be the killer app.

Consider it a warm-up to a special, must-attend webinar Mozes, the Mobile Marketing Association & Coca-Cola’s Center for Mobile Excellence is hosting this Thursday, August 16th at 11 AM Pacific, where you’ll get the inside scoop on how to become best-in-class in mobile marketing.

Along the way, we’ll hear about how brands like Macy’s are taking the cue – and launching new mobile marketing initiatives of its own.

MOBILE MARKETING ROUNDTABLE (PT 2): MOBILE ‘HAPPINESS’: COCA-COLA’S SECRETS OF MOBILE MARKETING SUCCESS

>> CLICK HERE TO LISTEN TO MOBILE ‘HAPPINESS’: MOBILE MARKETING ROUNDTABLE PT 2 <<

(Approx 6:26)

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

SAP CMO: ‘Digital is Dead’ (And Mobile Is, Too): Mobile Roundtable (Pt 1)

Posted on August 13, 2012 by Rick Mathieson

Digital is Dead…and mobile may soon join it.

That’s the word from Jonathan Becher, chief marketing officer for enterprise software giant SAP, in a new Gen Wow Mobile Marketing Roundtable.

This time out, Becher is joined by Jordan Atlas, vice president/creative director for LA digital marketing powerhouse Ignited LA, and Dorrian Porter, founder and CEO of longtime Gen Wow sponsor Mozes, which is teaming up with Coca-Cola’s Center for Mobile Excellence for a must-attend webinar on mobile marketing best practices this Thursday at 11 AM Pacific.

As many observers have no doubt noticed, Becher is one of only a handful of Fortune 100 CMOs with an active social media presence. In part one, I ask Becher about his views on a report last week from Fortune magazine on the sorry state of CEOs and social media. Along the way, we’ll hear why Becher is predicting the death of social (and mobile) – and his three recommended steps for companies looking to capitalize on the mobile channel.

MOBILE MARKETING ROUNDTABLE (PT 1): DIGITAL IS DEAD – AND SO IS MOBILE

Click Here to Listen to: GEN WOW Mobile Marketing Roundtable Pt1: Digital Is Dead – and So Is Mobile

(Approx 7:02)

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

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
(7:56)

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

(11:09)
Rick Mathieson is the author of THE ON-DEMAND BRAND and BRANDING UNBOUND. Post special to Mozes Inc. (C) Rick Mathieson.

Enter: The QR Code Condom (Video)

Posted on February 6, 2012 by Rick Mathieson

How are you getting laid this summer?

As Bangstyle reports, that’s the question posed by the Stockholm County AIDS prevention program in a summer campaign, aimed at young singles, that makes sex a lot more social.

As part of the effort, 50,000 condoms were given way, each with a wrapper that featured a QR code leading to an app website called The Sex Profile.

Couples were invited to turn on the app and place the phone on the bed. The app then measure things like rhythm, sound, duration, cuddling and so on, to determine the partners’ sexual style and preferences, which were then posted to the website where users could measure how they compare. Essentially, a score for your score, so to speak – with the added bonus of encouraging safety.

Very creative – not to mention, er, viral.

But what’s your view – too salacious by half? Or a new way to make fornicating more fun?

‘Dance Cam’ Mobile App Lets You Create Music Videos on Your Phone

Posted on January 29, 2012 by Rick Mathieson

There are few things more entertaining (or disturbing) than watching folks dance on the Xbox Kinect system on games like Dance Central.

For those tapping their toes until Dance Central 2, there’s a new app from AKQA called Dance*Cam, which lets you create your own music videos on the fly.

In fact, if your video looks especially fly, you can upload it to Facebook and challenge a friend, where two videos are mashed into one so others can vote on who busts a move best.

In general, we’re advocates for mobile web apps over native apps – unless it’s a utility or experience that lives beyond a finite campaign.

This particular app fits the bill – and exists as an experience that can live on its own long past the time Dance Central 5 is set to hit Kinect.

Indeed, one could see how the ability to create on-the-fly music videos at concerts might make for a memorable – and viral – concert-going experience.

(As an aside, you can hear excerpts from a recent interview with AKQA CEO Tom Bedecarre here: Part 1, Part 2, Part 3, Concl, where he talks about the agency’s philosophy and approach to creating compelling brand experiences through digital channels.

What’s your take? Is Dance*Cam the perfect way to promote Dance Central 2?

Serious blackmail material?

Or both?