Mobile Computing: Smartphones and Wearables

The use of portable wireless devices to connect to the Internet.

Combine the power of cell phones and PDAs. Receive and store text messages, email, act as web browsers and run mobile applications to perform tasks. Take pictures and video.

Similar to laptop computers but use touchscreens to replace bulky keyboards offering more compact form with maximum screen size.

Are clothing and accessories incorporating computer and advanced electronic technologies. The designs often incorporate practical functions and features, but may also have a purely aesthetic.

Apple iOS and Google's Android

Application Programming Interface

Apple App Store, Google Play

77%

The identification or estimation of the real-world geographic location of an object like a mobile device

Type of social networking in which geolocation services are used to enable additional social dynamics

60%+

1. Branded social networks delivered through applications

2. Location-based social networks and applications

Foursquare (2009)

A centralized online service which enables users to add, annotate, edit, and share bookmarks of web content.

Delicious (2003)

itList (1996)

Reddit (2005), Pintrest (2010)

The act of gathering and sorting through large amounts of web content and presenting the best content in a meaningful and organized way.

Comes from the captivating and engaging photos

An image added to Pinterest.
A pin can be added from a website using the Pin It button, or you can upload images from your computer

A board is a set of pins.
A board can be created on any topic.

A repin is adding an image you find while browsing Pinterest to your own board.
When you repin an image, the user who first pinned the image will also get credit.
A repin maintains the source-link of the image no matter how many times it's repinned.

Liking a pin adds the image to your profile's Likes section
The image does not get added to one of your boards.

Is a huge virtual pinboard that allows people to:
Look through interesting stuff
Pin items
Leave comments below what was pinned

A fascinating mix of interesting news, cool links, social commentary and computer nerdiness all rolled into one.

Karma reflects your standing in the community based on comments you've made or links you've submitted

Communities on reddit that are independent and moderated by volunteers. Dedicated to specific topics or niches, and spanning an incredible variety

Are visual representations of information, data, or knowledge

Allows users to upload video clips to a website that can later be viewed publicly or privately. Functions like other social media sites.
Users can comment and tag videos.

80%

Started in 2005, bought by Google in 2006. Dedicated to have users create videos to push ads.

Started in 2004. Stronger focus on longer videos, shorts, and movies. Lead by Indie filmmakers.

Started in 2012. 6 second short videos. Purchased by Twitter in 2012 and closed in 2016.

Variety of videos last from three seconds to one minute in length. Launched in China in 2016 and bought by US companies in 2020.

Created in 2010. Short 15 seconds up to 15 seconds (2013), 1 min (2016), and more like IGTV (Youtube copy, 2018). and IG Reels (TikTok copy, 2020)

Launched in 2012 under name Picaboo. Videos last 1-10 seconds

Authentic
Entertaining
Intimate
Offbeat
Unusual

60%

2/3

4x

85%

33%

45%

60%

1. Engage viewers
2. Reach large audiences
3. Showcase product
4. Generate leads
5. Leverage Platforms

when the video creator posts it online

when fans, friends, customers, or early viewers begin spreading the video within their own social circles

when content is spread on the Internet by others/People unrelated

Lets users upload photos (and other images) for public or private consumption

Webshots (1995)

(2004)
Originally launched to develop social network-based multiplayer online game
Decided to leverage its photo sharing service
Acquired by Yahoo! In 2009
Designed for the professional photographer to share their work

(2009), Originally designed as a gift to the online community of Reddit.

(2010)
1. Snap a photo with your smartphone
2. Choose a filter to transform the image
3. Share with followers
Acquired by Facebook in 2012

Photos often see increased engagement
Help to build trust and personality
Adds a face to your organization
Adds a visual experience
Utilized to reach your target market
Drive traffic to other networks
Link (Instagram) to Facebook & Twitter to drive traffi

62%

1. Brand Centric Content
2. Reactive Storytelling
3. Behind the Scenes Content
4. Inspirational & Motivational Quotes

Content highly focused on your brand, Whether through photos of products or photos of the results of their product, businesses using Instagram effectively showcase what they have to offer.

Brands who use reactive storytelling tend to use references that are either meme-based or pop culture based

People are looking for transparency and an inside look at how things are built or done. Brands are now looking at how they can be more authentic and what customers are asking for.

Spark emotions in your customer or target audience is the most effective way to drive shares, likes & comments. They key is to recognize what quotes will resonate with your audience and then deliver them in a beautiful way.

Users create content that is associated with a brand. User generated content directly influenced by the brand.
Created in a unique and compelling way.

Brands need to think about what hashtags are relevant to different images they share
How can you leverage existing hashtag trends.

Instead of adding the CTA in the text description, associate it with an image
Many brands include CTA's directly in the visual. One approach of driving interaction is to ask for a 'like' or 'comment'.

This is the process of monitoring social channels to identify and assess what is being said about a company, individual, product or brand on the Internet.

An active monitoring of social media channels for information usually tracking of various social media channels to determine the volume and sentiment of online conversation about a brand or topic

The determination of the volume of content and the sentiment toward a brand or topic on the social web

Public Relations (PR) Firms

Quantitative Measurement
Qualitative Measurement

comments, tweets, retweets, likes, follows

brand awareness
engagement, mentions
conversations, feedback

A set of quantifiable measures that a company uses to gauge performance of strategic goals. Both quantitative and qualitative.

Measure ROI of efforts
X number of post for X number of dollars
Mentions
Share of Voice
Reach
Referrals
Engagement

measure the impact of activities
Brand awareness
Influence
Meaningful Engagement
Postive, negative, neutral
Sentiment
Brand Affinity
Customer Satisfaction

Measurement used to gauge the loyalty of a company's customer relationships. 3 categories: promoters, passive, detractors. (1-10 recommendation surveys)

1. Goals - SMART
2. Metrics - Mix of Quantitative and Qualitative KPIs
3. Baseline - Set benchmark to compare to
4. Comparison - Compare KPIs to benchmark over period of time
5. Evaluation - Interpret data to derive insight

Marketers purchase the right to interrupt people and demand their attention

Marketers rely on attention being earned from the audience

TV ads
Direct Mail
Magazine ads
Billboards
Pop-ups

Opting into a newsletter
Following someone on Twitter
Watching a Web Video
Search Engine Optimization
Public Relations
Writing articles/content

up to 5,000

about 86

Optimizing content for Search
Reaches customer through smart positioning
Purchasing Display Advertising

Requires action on the part of the marketer
Marketing is deliberate and purposeful
Marketers create content and engage in the conversation through social channels
Starting and participating in conversations

The cost associated in convincing a customer to buy a product or service. Includes the product cost as well as the cost involved to research, market and access

Costs Spent on Acquiring Customers/# of Customers Acquired

Participartory
Authentic
Resourceful
Credible

1. Use Social Media Channels as Intended
2. Don't be Dirty
3. Assume People Don't Care about the Product
4. Have a Personality
5. Provide Context when Seeking Connections
6. Be Transparent
7. Talk about the Topic
8. Social Media Profiles are not Billboards
9. Be Nice

1. Honesty
2. Privacy
3. Respect
4. Responsibility