social media 2.0: friends get physical

social media 2.0:friends get physical

seth goldstein | OMMA Social | 8.30.10

social mobile

?

physical computing

pervasive computing

internet of things

ubiquitous computing

ambient intelligence

what are the implications for marketers when they know where consumers are and what they are looking at?

- media- metrics- trends

media

pages are media

search is media

people are media

status is media

places are media

objects are media

use your smartphone

iPhone Android

people are checking into objects all over the world

a product marketing platform

content

39

Facebook like button on the wall

Pepsi Wall

Bob C.

+

The Wall

Ha ha look my dog likes pepsi!

Rave Random

25 02

Your infoScanScannedFriends SettingsScanActivityStan

Pepsi 12oz Can118 scans | 16 locations

Post Something

Like this

You and 3,654 others like this

3,654 people like this

You like this

Like this

If no one has liked it

If only you have liked it

If you AND other people have liked it

If only other people have liked it

FB like button states

Clicking on the button will toggle the stateon or off for the user (so if you like something

clicking on it again will remove your like)

promotions

21

Redeem / Redirect

Reward Found!

Bob C.

+

The Wall

Ha ha look my dog likes pepsi!

Rave Random

25 02

Back

Your infoScanScannedFriends SettingsScanActivityStan

Pepsi 12oz Can118 scans | 16 locations

Post Something

Like this

Congratulations you found a free

Pepsi!

Get itNo Thanks

Back

Your infoScanScannedFriends SettingsScanActivityStan

Reward Found!

One FREE 12oz Pepsi

Offer details: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras ut nibh. Sed nulla velit, tincidunt eget, posuere at, luctus in, ligula. Aliquam commodo, ipsum vitae adipiscing tincidunt, eros lectus fringilla diam, sed vestibulum tortor justo ut risus.

SCAN THIS CODE or TYPE IN NUMBER in any* store

3 8 7 9 8 3 7 4 8 9 7 2 8 9 3 7 4

Close

UI web view.

analytics

metrics

cpm- cost per thousand

cpc- cost per click

cpa- cost per action

cpl- cost per lead

cpe- cost per engagement

cplk- cost per like

cpi- cost per install

SEO- search engine optimization

SMO- social media optimization

ASO- app store optimization

According to iPhone/Android advertising network MdotM:

$.99 Apps: 1 person buys every 200-400 clicks @.05/click = $10-$20 per paid app install

Free Apps: 1 person installs free app every 10-20 clicks @.05/click = $.50 - $1.00 per free app install.

In iPhone Appstore, the eCPI numbers are better as for every purchased install, once you get top 50 rankings, you often get 2-4 "organic" installs:

$2.50-$10 eCPI for $.99 apps [NOT PROFITABLE]

$.15-.50 eCPI for free apps [PROFITABLE]

because...

in addictive games: 2-3% of the users bring in $10-$30 on average in revenue (because of Apple in-app virtual goods purchases):

i.e. RPU in $0.50-$1.00 range.  

(In fact, according to Flurry, the most successful apps with the free-to-play model can generate as much as $84 RPU)

cpci- cost per check-in

Why would you ever need more than one social graph? Facebook is literally everyone I’ve ever shaken hands with at a conference or kissed on the cheek at Easter. Twitter seems to be everyone I am entertained by or I wish to meet some day. Foursquare seems to be everyone I run into on a regular basis. Dennis Crowley, FourSquare

cps- cost per scan

cpt- cost per trial

trends

thanks!

seth@stickybits.com@seth

slideshare.net/sethgoldstein