If the purpose of your marketing efforts is to break through the clutter and connect with consumers, you've undoubtedly looked at a number of solutions. One emerging marketing tactic that still remains under the radar is a mobile social networking platform.
Some of the early adopters of mobile social networking are promoters and event planners from both large and small organizations who have seen firsthand the extraordinary marketing power achieved from connecting a targeted group of people to information that is live.
Shayne Spencer, who runs the Homegrown Project in Brooklyn, an agency representing independent emcees, bands, and musicians, is a proponent of "tools that travel."
"There are lots of ways for marketers to use tools like Twitter and others," he said. "It's like giving someone a leaflet -- but this is a digital leaflet that's personal."
Spencer recently turned to a free mobile social platform that combines event management and social media features to promote his artists during Make Music New York, a one-day event in July that featured 850 acts around Manhattan and Brooklyn. Spencer wanted to promote a particular show at a club called Comic Strip Live that featured three of his artists. He used a mobile social platform to allow those attending the show to connect via mobile before, during, and after the event.
To ensure that his acts stood out among the stiff competition provided by the other performers that day, Spencer posted videos and photos of his artists on the mobile social platform and asked the artists to share some of their views on Make Music New York. He then worked with Comic Strip Live to give away 10 pairs of tickets to anyone who responded to an invite via the mobile social platform. This viral tactic helped build buzz for the event early on and filled the club. During the performance, Spencer sent a text inviting the first 12 people who responded backstage for a beer with the bands afterward. The offer generated a fun buzz for the bands and for the venue, whose owners were happy to participate in the offer.
Social-savvy customers want to connect at events
Even companies that didn't have mobile social media at the top of their "to-do" lists have begun pursuing this strategy to satisfy an increasingly "social-savvy" customer base. One example is a major technology research firm that hosts large industry conferences. Post-event surveys found that droves of the firm's customers wanted a way to connect with each other during the events.
Companies that are already utilizing mobile social networks are recognizing a need to tap into both social media and mobile, but many may not have the time and money to invest in building their own technology platforms.
Pulling people in vs. pushing out a message
Because social marketing success comes from pulling and not pushing out a message, community (as opposed to content) should be the focus of the mobile platform, said John Manganilla of Mission X Records, another promoter who has successfully used mobile social media to advance developing artists in New York. "While content was the first focus on the mobile platform, community is the next wave, since it so naturally benefits from the device," he said.
Manganilla uses a number of mobile tools to pull people together around a common interest. For example, he'll use Twitter to post lyrics of a new song that a Mission X artist is working on. The tweets give fans an "exclusive" that they then tell other people about, effectively pulling more people in. Manganilla also uses a mobile social platform to promote parties in New York. It's a smart way to not only expand his artist's fan base, but to keep the conversation going. He's also used Myxer, a platform that makes content mobile.
"We build on the foundation of tried and true major label marketing strategies while we push the boundaries of emerging technologies and online communities," Manganilla said. "One thing that I think people in marketing miss is that it's not about following everyone to the biggest platform, it's about using tools that work as a part of your toolbox."
3 tips for mobile social networking:
- Forget "big and overdone." Mobile social networking is all about the niche. You don't need a big scheme; just provide something of value (live info, free tickets, etc.) to reach out and encourage conversation. Partnering with another entity can create a simple hook and offset costs for both brands.
- Make it fun. Engagement is often about entertainment. Think about the marketing campaigns and brands that you "love" (as in "I love that commercial!"). They move, inspire, or make you laugh. Marketing using social mobile offers myriad ways to connect beyond the mundane marketing message. Be creative.
- Start a conversation. Today's marketing wins go to those who follow a few simple rules starting with "know thy customer" and "tell me why I care." Your brand or business can use mobile and social to start that conversation and then listen and learn. Talking to customers or prospects that have opted in -- and offering them something interesting and valuable -- is the Holy Grail of marketing. Welcome to Camelot.
Kate Berg is co-founder of M3 Mobile Social Network.
On Twitter? Follow Berg at @M3mob. Follow iMedia at @iMediaTweet.