1) There are more mobile phones in the U.S. than TVs and computers combined.
2) foursquare – the popular “find me here” network - has added over 100,000 users in the last month and will soon reach a million; they are one year old.
3) Starbucks now lets people pay for coffee via their iPhone in over 1,000 Target locations where Starbucks has an outpost.
4) Research by Nielsen shows that global consumer usage of social media sites rose by 82% this past year.
5) The average time per person spent on Facebook and Twitter in December 2009 rose by 143%.
6) A report from Nielsen shows that 90% of consumers trust recommendations from people they know, while only 41% trust sponsored ads on Web pages.
Instead of me telling you what all this means – what does this mean to you? How does this impact your marketing decisions?
There’s a new location-based trend in the here-to-stay world of online socializing sites. Sites like Gowalla and Foursquare lead the way about a year ago. Now Yelp (the foodie website) has added a “geo” element too. In the case of Foursquare, they’ve announced two affiliations in the last month that might be game-changers. They are now partnering with the Bravo network and with Zagat. (!)
Stop.
What the hell are you talking about?
Ok. Let’s start all over. In layman’s terms: Foursquare is a combination social network-gps locator-game that encourages one to “check-in” and leave “tips” when one is out and about. So let’s say, you’re going to the movies, or a bar, or a restaurant, or a museum – or anywhere, really – you open up the application (on your smartphone of course – see last blog) and Foursquare will do a search for where you are. (Because it can locate you.) If your location doesn’t come up, you can type it in. Where it gets a bit fun and competitive is that one can become the mayor of a place or get points for checking in more times than anyone else in a given week or in a specific location. And yes, each check-in gets uploaded to your respective status update on Facebook or Twitter or both. If you’re on Facebook or Twitter, you’ve probably seen some updates.
Businesses get a free plug for doing, uh, nothing. But smart businesses – like Tasti D-Lite on the Upper East Side – have been offering discounts or free product to mayors or to others for just for checking in. This promotes guest visits and loyalty – and what restaurant doesn’t want that?
It’s a great site for cities because you can also see where your Foursquare friends have checked-in – and they may be around the corner. And now you can go join them.
If I owned a restaurant or a bar, I’d make sure I let all Foursquare types know that any check-in will be honored with a complimentary glass of wine or a draft beer or a dessert. As long as they showed their check-in.
For the record, since Christmas, I’ve been “out” 18 times, checked into 34 places and have been crowned the “Mayor” of St. Luke’s Episcopal Church and WordHampton Public Relations. (Um, these two mayoralties are pretty much a joke; I was experimenting with the site. Nonetheless, I AM the mayor of my church and my business. LOL!)
Here’s a brief description of Foursquare’s deal with Bravo taken from Gavin O’Malley at Media Post: “Foursquare offers entertainment brands an opportunity to interact with their customers on both a personal and local level,” said [Foursquare co-founder Dennis] Crowley. “By extending on-air, this partnership also allows us to reach beyond the tech-early-adopter crowd and introduce an entirely new audience to Foursquare.”
Bravo will create on-air spots that drive users to “check in” to Foursquare from various locations across the country that have been featured on Bravo series, as well as venues recommended by Bravo talent.
The network will offer a series of branded “badges” specifically designed around series that include “The Real Housewives,” “The Millionaire Matchmaker,” “Top Chef,” “Top Chef Masters” and “Shear Genius.”
But Foursquare didn’t stop at Bravo. Writing for Mashable.com, Jennifer Van Grove says,
“The New York Times is reporting that Foursquare has signed a deal with trusted restaurant review service Zagat. Zagat’s official Foursquare page is already live and includes official Zagat-rated tips and recommendations that users can add as to-dos to their Foursquare experience.
Zagat is calling the partnership “Foodie Love,” and there’s even a new accompanying foodie badge. Zagat.com is extending the partnership beyond Foursquare and starting a “Meet the Mayor” online interview series that will feature discussions with prominent Foursquare mayors.
Foursquare’s relationship with Zagat is clearly an answer to Yelp’s introduction of check-ins, especially given the trusted and prestigious nature of Zagat content.”
Oh. Foursquare is apparently thisclose to announcing partnerships with the History Channel, Warner Bros., HBO and ExploreChicago.
Guess it’s time we all started exploring Foursquare, eh?
Yes it’s here: five finger marketing, which is another way of saying that messages are coming to you on your cell phone. If you have a cell phone, you can send or receive text messages, or you may be able to access the Internet – and thus, your Facebook page. And if you have a so-called smartphone – iPhone, Blackberry or Android – you can download “apps” or applications that do everything from help you balance your budget to help you decide where to dine.
Back in the 90s, we were first introduced to websites. “Why would we want one of those?” we asked. Now businesses wouldn’t be caught dead without one. Then cell phones became popular – at first clunky, then sleeker. Now we text and take pictures as if it was second nature. In the last decade, the rise of social networks – MySpace, Facebook, YouTube and LinkedIn – have changed/enhanced the way we communicate with each other. Our lives – both business and personal – are influenced by real time updates, and speed. Speed and information. Information at our fingertips. The next wave is here: mobile technology. A few words about “apps” or applications:
The following bullet points were paraphrased from a recent CNBC special called “Planet of the Apps.”
*The launch of the Apple iPhone in June of 2007 gave birth to a revolution in mobile technology—an apps explosion.
*As the popularity of apps continues to soar, users view them as an essential tool for everyday life. Apple has opened the door for outside developers to create new apps and a new breed of entrepreneurs allowing anyone from an engineer to a Hollywood star to an everyday person to become an app developer.
*There are more than 100,000 apps available today and they do just about everything from helping you catch a cab to balancing your budget.
*Now, with more than 100,000 apps available, developers need to market their apps and companies like The New York Times, Sports Illustrated and even CNBC are looking to apps as a tool to complement their print and broadcast media.
*Apple announced that more than three billion applications—or apps—have been downloaded from its App Store by iPhone and iPod touch users worldwide.
*iPhone and iPod touch customers in 77 countries worldwide can choose from a range of apps in 20 categories, including games, business, news, sports, health, reference and travel, Apple said.
*Studies estimate, the Apple iPhone apps store alone generates about $200 million a month in sales.
Although it is too early to tell if any of the competitors can knock Apple off the throne, it has already opened up a whole new marketplace for app developers who want to make a business out of their ideas.
For around $1000, a fully loaded app can be your business’ smartphone hub. (Shameless plug: WordHampton can create one for your business.)
Additionally, you’ll want to make sure your existing website is a mobile website. These websites are formatted to ensure content is readable and attractive. Normal websites appear tiny and are difficult to read when viewed on a mobile phone. Why is this important? According to The Center for Media Research, “By 2013, mobile phones will replace PCs as the most common device for Web access.”
When I drafted this, I was on the Cross Sound Ferry en route to New Hampshire, I wanted to search for a definition of “mobile website.” I went to my iPhone, downloaded the Wikipedia app (free) from the App Store and found this definition:
The Mobile Web refers to web browser-based access to the World Wide Web using a mobile device connected to a wireless network. Traditional web access in comparison is desktop computer-based via a fixed landline connection. The total number of mobile web users grew past the total number of desktop computer-based web users for the first time in 2008 (source: International Telecommunications Union, Oct 2009).
Yeah but, this all sounds futuristic. Well, the future is now. In the Hamptons, Dan’s Papers will be marketing its own mobile app for iPhone, Blackberry and Android in the coming weeks.
I believe 2010 (pronounced “twenty-ten”) will be an unusual and exciting year. It’s a year that – for us – will require us to be nimble, mobile and efficient. They are our “three words for 2010.” You may as well make them your words as well.
Nimble, because the world of marketing and communicating messages is changing rapidly. Like fast. Really fast. Faster than ever. As I’ve noted in earlier posts, traditional media is being strangled as the cost of printing and running a newspaper or magazine continues to increase.
The smart media groups all have an online presence. What that means for you (and for us) is that we must pay heed to all online content. Why? Because that’s where your customers are also getting their messages. Most of our clients have gotten on board with two popular social networks – Facebook and Twitter. And so have traditional media. Most publications in the last six months have added Facebook and Twitter pages. And almost every newspaper has a blogger or bloggers of their own. And they tweet. And post to Facebook. They had to be nimble to survive. They realized that their customers (readers) were all online. Or on their smartphones. Being nimble in 2010 means being willing to change the way you disseminate messages. It means understanding that your customers might learn about your event or news on Facebook instead of in the newspaper. It means having a mindset that realizes that every customer of yours on Facebook and Twitter is the media, a third-party endorser or not. Unsure how to proceed? Ask us, we’re running over 40 Facebook pages for our clients and tweeting on behalf of another 15.
Having a website is not enough these days. It needs to be a mobile website – one that loads quickly for a smartphone. Your old website is now a holding site for your newsletter sign-up, as a place to join your Facebook page, or, to follow your news on Twitter. The next thing you will hear about is having your own iPhone app. We are pleased to have been the creators of the first one on Long Island for a restaurant: Vittorio’s Restaurant & Wine Bar in Amityville. Check it out. It keeps diners informed of the restaurant’s latest news and happenings, and offers video and photos. It’s awesome if we do say so ourselves. And by the end of January, we’ll have our own. You will be able to read this blog post on it and follow the feed of @WordHamptonPR on Twitter. Smartphones are hand-held computers. They have applications for Facebook and Twitter so that the new media – your customers – can say what a great time they are having at your restaurant – in real time. Like now.
Because time is money, we all have to be efficient. And the good news is that technology brings less cost. Yes, it costs time (labor) to create a proper Facebook or Twitter page and to create and add content. But it’s a heckuva lot cheaper than that full-page ad or a direct mail campaign or a television spot. As your marketing partners, we knew we had to learn about new media, social networks and become more technologically savvy. We saw, inherently, the opportunities to disseminate a PR message was a no-brainer on Facebook. Or Twitter. That it would be an incredibly efficient (and efficacious) way to share article links from the media, photos, and … strategically created news. We can post something on Facebook, Twitter and a website in minutes while sending that same information to traditional media. Soon, we will drop the term “traditional” (in the interest of being efficient) and simply refer to all receivers of your message as media. One thing about WordHampton PR, we are one efficient company. Always have been. Always will be.
Next post I will introduce you to the rise of text message marketing (check out LIFoodies) and a new geo-social app, foursquare. Both of these will be hot subjects as 2010 unfolds. Too much information, you cry? How will I implement these new tools? By being nimble, mobile and efficient.
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