Blog
October 2008Social Media: A Window into the Connected Class
The research is by Razorfish, the digital agency, and basically can be summarized by 5 main trends:
(1) The proliferation of the profile. While Facebook and MySpace seem to dominate, “this connected class surprisingly willing to maintain a presence on multiple social networking platforms—so long as a critical mass of people remains. More importantly, we found users actively expressing different sides of themselves on different communities and even managing multiple profiles on a single platform.“
(2) The proliferation of the specialized platform. While super phones like the iPhone and Google’s Android are all about convergence, the Connected Class is “ increasingly willing to embrace multiple devices—even when those devices possess overlapping capabilities and purposes. For instance, they might own a Nintendo Wii for the whimsical side of their gaming lives and an XBOX 360 for competition, or a laptop for managing the business of life, and another littered with stickers for fun.“
(3) The profileration of communications. Users actively seeking to communicate with people they know and people they don’t - but who share a similar life view and/or passions. How they communicate is changing. Phone calls are declining in favor of text messaging and IM. “From a marketing perspective, it is important to note that forms of communication like SMS and mobile e-mail remain incredibly personal, but could be relevant for a select set of direct-response-oriented brands able to integrate into the upper rungs of the user’s social hierarchy.“
(4) The proliferation of self-promotion and social hierarchy. Users are acutely aware of how to use the tools within social networks to enhance their social standing. “For marketers, it is not enough to simply put up a profile and see who comes. Instead they need to consider that users are consciously aware of their interaction with brands that help elevate their social status, or activities that define who they are as a person-whether that is critic or evangelist. The online social activity they choose must offer real social value.“
(5) The proliferation of active brand participation. Increased use of the social web - from the desktop and mobile - means that the connected class has less time to spend consuming traditional media like television and radio. Connected users’ will “soon expect all relevant brands to be where they are and will question those that are not.“
Source
Chief Marketer, October 28, 2008, reporting on a study completed by Razorfish
Posted by Kelly on 10.29.08 | Permalink |
Marketers Should Focus on Mobile Social Networking
EMarketer forecasts that over 800 million users worldwide will access and participate in social networks via their mobile device in 2012, up from 82 million in 2007. Although the total mobile social network user base in 2012 will be under 20% of the worldwide mobile user population, it is likely these users will have a disproportionate impact on marketing, media and mobile communications because creating and sharing digital content represents much of the social networking experience.
Source
eMarketer
Posted by Kelly on 10.09.08 | Permalink |
Mobile marketing budgets expected to grow by 150%
Mobile marketing budgets are poised to increase by more than 150 percent over the next five years even in the face of economic turmoil, according to a new study commissioned by operator O2. The study notes that 60 percent of marketing and IT directors from across the financial services, manufacturing and retail sectors favor mobile marketing channels due to the mobile platform’s capacity to target consumers—85 percent of respondents said their mobile marketing efforts generate a higher response than traditional methods. While 88 percent of marketing directors anticipate behavioral targeting will emerge as a critical tool by 2010, 46 percent said embracing mobile marketing hinges on their ability to specifically target their campaign. Another 43 percent expressed concern that consumers will view mobile marketing messages as spam.
Source
http://tinyurl.com/3htwd7
Posted by Kelly on 10.09.08 | Permalink |
Zannel CEO interviewed at Mobilize 2008
Zannel CEO, Adam Zbar, was recently interviewed by Kevin Tofel at GigaOM’s Mobilize conference. Mobilize is an annual meeting of industry professionals to discuss the future of broadband mobile web as well as to look at the latest in mobile applications. Adam was asked a few questions about Zannel and what people are doing with media and their mobile phones. Here’s what he had to say:
Posted by George on 10.07.08 | Permalink |
Zannel at LoveFest in San Francisco
A group of Zannelers are having the time of their lives at LoveFest in San Francisco. LoveFest is a big street fair/parade where all profits go to charity. The theme is loosely based on the Summer of Love (1969) and the happenings at the intersection at Haight-Ashbury. People come in 1960s regalia, hang out for the day, listen to music, and watch a parade of events.
You can check out our event coverage here:
Or by going directly to the lovefest08 Zannel page:http://zannel.com/lovefest08
Posted by Kelly on 10.05.08 | Permalink |
