Social Media Archives - Mobivity

Sony Pictures Creates Viral Mobile Marketing Campaign for “Carrie”

Posted by | Mobile Advertising, Mobile Experience, Social Media | No Comments

During this past weekend’s New York Comic Con Sony Pictures unveiled a first look at it’s remake of horror-movie classic, Carrie.

While there has already been a strong social media buzz around this 1976 classic based on an iconic novel by Stephen King, Sony Pictures is also taking a viral and mobile marketing approach to promote the film.

During Comic Con in New York, promoters of the film encouraged crowd-participants to “learn what happened to Carrie” by calling 207-404-2604. This mobile call-to-action is also featured in the only released teaser trailer for the film on YouTube. When a user calls the phone number, they interactively engage in a conversation with the main character of the film, Carrie; only to be interrupted by an overheard conversation with her mother. In one of the creepiest calls I’ve heard (that is, next to the campaign for the House at the End of the Street), users are promised a unique experience leading up to the film when asked to opt-in for “further calls” from Carrie.

The mobile marketing feature used by Carrie and Sony Pictures is an interactive and patented feature called IVR, or Interactive Voice Response, technology. It, in essence, allows an end-user to have an interactive phone call with a pre-recorded conversation, creating an exciting and media rich experience that is unparalleled. Additionally, users that opt-in to the Carrie campaign may receive additional phone calls or text messages from Sony Pictures helping to engage and build excitement around the film in the six coming months until the film in the Spring of 2013.

While many think of QR Codes or Mobile Webpages when it comes to a media-rich mobile experience, it is important to consider your customer-base. Today in the US nearly 50% of cell phone users do not own a smartphone, and those individuals are left out when it comes to these “traditionally” considered media-rich campaigns. A feature like IVR allows businesses to interact with a much wider consumer base than smartphone-only mobile marketing campaigns, while still creating exciting and media-rich campaigns.

Mobile marketing is one of the premier ways to market and generate buzz around a business or brand, and allows a unique and personal connection with your fans, followers, and customers. Mobivity offers a slew of mobile features that allow you to capture your customers attention where it matters most – on their phone; no matter what type of phone they use. And with the success Sony Pictures has already seen around this Carrie campaign, you can expect mobile marketing to become a strong fixture for connection for years to come.

Try it yourself! Call 207-404-2604 today to check out the Carrie IVR campaign.

Social and Mobile – the Perfect Pair

Posted by | Mobile Advertising, Mobile Experience, Social Media | No Comments

According to a new study done by Google, 66-percent of social media access begins on a smartphone. With our world constantly transitioning between screens and mindsets – from work, to home, to television, to personal adventures – the only screen that offers constant access and bridges each of these mediums is the mobile screen.

While Google’s study takes a bit of a deeper dive into the multi-screen and platform mentality we all engage in daily, the important takeaway is just how much of our lives mobile currently consumes. From emailing coworkers back on our lunch break, to tweeting about your day on the commute home – mobile is bridging and connecting each cross-section of our lives daily. Mobile has truly shifted from a nice commodity to have to a game changer in the way we interact with almost everyone in our lives. According to Dai Pham, Marketing Manager of Mobile Ads at Google, Mountain View, CA:

“The research showed that smartphones are the backbone of consumer’s multi-screen behavior as they’re the device we interact with most and use most often in combination with another screen … Any marketing campaign today should include a mobile component, [because] ensuring that you can be found on mobile when a consumer looks for you, and providing them a mobile-optimized experience when they get to your site are two key ways businesses can take advantage of mobile multi-screening.”

The study showed an array of interesting and important stats about mobile and social behavior in the US:

  • Of the 66 percent of smartphone users who first accessed social media on their devices, 58 percent continued the experience on a laptop and eight percent moved to a tablet for the same purpose
  • 65 percent of consumers begin a search on a smartphone
  • 38 percent of users booking a trip began the task on a PC with 31 percent of the users continuing to a smartphone
  • Smartphones average a 17-minutes per interaction, and make up 38 percent of daily media interactions
  • 40 percent of smartphone usage takes place in the home with 60 percent taking place elsewhere

It’s clear that whether is social media, e-commerce, or simply chatting with a friend – conversations are likely to start and continue on mobile devices, meaning that they need to be a key part of brands’ marketing strategy. Mobile and social channels have always been a match made in heaven for consumers, and it’s time that brands start engaging with their customers in a way that is personal and effective for the customer. To connect with your customers, all you have to do is speak on the channel they’re listening to, and more and more it’s appearing that that lies within a marriage between mobile and social.

Read more on Google’s study at the Mobile Marketer here.

How Yelp Ratings Can Affect Your Restaurant’s Business

Posted by | Mobile Advertising, Social Media | No Comments

Odds are that by now, if you are a restaurant owner, you’ve heard about Yelp, and probably already have a page with your hours, specials, location, and reviews from your raving fans. A recent study at UC Berkeley found that a half-star change in a restaurant’s rating on Yelp can make or break that restaurant’s business. In fact, the study found that a half-star change in the positive direction will make a restaurant 30-40% more likely to sell out seats for evening dinner reservations.

Obviously, it’s extremely important to keep your Yelp review page up to date, and full of relevant information – not only for customers looking for a place to eat at night, but also for reviewers to read all about you before reviewing. And as Joann Pan, news intern at Mashable’s HQ in New York, notes:

“Customer reviews travel far in the age of tweets and mobile check-ins. As more foodies come to rely on word-of-mouth reviews, Yelp’s system of ratings can make or break a restaurant.”

With this “word-of-mouth” style, anyone and everyone can be a critic of your restaurant, and it is key to manage expectations so that you can leverage the worth of Yelp reviews to increase your restaurant attendance. In order to help better understand this resource, we’ve narrowed down 5 things that you probably don’t, but should, know about Yelp.

  • 1. Most of its traffic is from its homepage.
    In 2012, you would expect the majority of searches to come from mobile apps and web browsers, but almost 60% of total Yelp searches and page landings come from the company’s desktop homepage. Still, the trend is moving towards mobile, but it’s important to keep an eye on your desktop page, and possibly purchase Yelp advertising to help promote your page.
  • 2. Restaurants aren’t the biggest category.
    Believe it or not, Yelp is an overall review site, and can be used for anyone to post reviews about your business (psst: this is for all of our retail clients). While restaurant reviews are key for increasing foot traffic, Yelp can be used for any of your customers to give reviews.
  • 3. Encouraging customers to post reviews is a bad idea.
    Yelp has a pronounced value of quality over quantity – the best reviews you can get won’t be because you prompted a customer to tell their friends about you on Yelp, it will be because they had a great experience at your business, and feel inclined to tell their friends about it. Focus on your customer’s experience, not on building up to a review from them.
  • 4. Those ‘People Love Us on Yelp’ stickers? You’ve gotta earn them.
    These stickers tend to encourage reviews by customers that come through your door – the only caveat? Yelp only delivers these stickers about twice a year to businesses with high ratings. Again, focus on the experience of your customers, and the reviews (and stickers) will come.
  • 5. Every Star in a review leads to a 5-9 percent jump in revenues.
    Much like reviews and stickers, if you focus on the experience of your customers, and it’s easy for them to find you on Yelp, your business will increase. Yelp is one of the largest review aggregators on the world, so it’s important for your business information to be accurate, and easy to find – that way that your customers can find you and tell all their friends how great of a company you run.

One way to increase the amount of reviews you garner from Yelp would be to increase the amount of interaction you have with your customers, and that’s the perfect place to bridge mobile and reviews. Mobile marketing allows you to take advantage of customers while they’re in your location. Whether it’s SMS polling and feedback to get a feel for what your customers want, or it’s sending coupons or reconnecting over a text message, mobile allows you to bridge your customer’s experience and your brand, allowing you to better leverage, and hopefully increase, the reviews you get on Yelp.

You can read more here on more things you probably don’t know about Yelp, and how to increase the effect it has on your business.

One-Click Messaging with Mobivity

Posted by | General, Mobile Advertising, SMS, Social Media | No Comments

Over the next few weeks we will be launching a few new products to help businesses connect with their customers in a personal way, so we wanted to take this opportunity to introduce you to a few new revenue generating tools.

First on the list is our new One-Click Messaging.

It’s no secret that your customers are on social networks, and odds are that you also have a branded company Twitter or Facebook page to help connect with these customers in a personal way. While social networking can be extremely effective and helpful for businesses and brands, it can be time-consuming and pain inducing to go to several different sites to connect with your friends and fans.

We’ve designed a simple, and easy to use solution to help you connect with your customers in the way that matters to them most:




By being able to send a message to Twitter, Facebook, and your text message database all at once, you can increase the reach of your messages have while decreasing the amount of time you take to send those messages.

We’ll be rolling out this product on or around September 18th. If you have any questions about connecting your accounts, or how to best utilize social and mobile together, give your Account Coach a call.

Facebook and Text Message Marketing – Why don’t we see this more often?

Posted by | General, Mobile Advertising, Mobile Experience, SMS, Social Media | No Comments

The other day a few of us left the office to grab lunch at a local sandwich shop. On what seemed like a fairly normal lunch we ran into an interesting piece of promotional material on the door on our way out (pictured to the left). Similar to the “People Love Us On Yelp“, or the “Check in Here on Foursquare” stickers seen on many local business’ windows around town, it seems Facebook is attempting to appeal to this same type of audience. At least they were.

After some (failed) testing to see whether or not texting like followed by the vanity name of the business in question’s Facebook page (in this case “leescoffee”), we decided to do a little research.

We initially tried to like our local sandwich page’s Facebook page via text, but got no response. After texting help and stop to the short code 32665, or FBOOK (clever girl), and getting no response, we shot over to the Facebook support forums.

We then found that, while creating a Facebook account, users are able to attach their phone numbers to their Facebook accounts, allowing notifications and updates via text message from Facebook. This also enables a slew of other cool features that aren’t offered to those users who don’t choose to connect their phone number to their accounts. We then found instructions on the Facebook support forums for users to “like” a page on Facebook via text message (right).

Once a user has their mobile phone connected to their Facebook account, they can follow the above instructions to like nearly any business with a vanity Facebook page.

We then started to wonder why Facebook isn’t advertising this more often, and why haven’t we heard of it?

Time to dig deeper.

It turns out that in April of 2010, Mashable caught wind of Facebook sending SMS window clings to select local businesses. According to Mashable, a respected and leading blog in the Social Media and Tech spectrum, this was a small part of a marketing ploy on the part of Facebook to get local and small businesses to purchase ad-space on Facebook. Accompanying the small window cling was a letter from Tim Kendall, the Director of Product Marketing for Facebook at the time, informing the small businesses that received the select decals that they should display the cling “prominently on [their] window or sales counter, since businesses that promote their Page off-Facebook tend to see a 20% or greater increase in connections.” In addition to the letter and cling, the select group of businesses also received a $25 coupon for Facebook Ads (There’s the punch-line). But that’s it. It seems after this initial push for a “Text-to-Like” feature, alongside with window clings to promote it, there is very little news on the subject.

Huge mistake, in our opinion. If you have an average and up-to-date rating on Yelp of 3.5 or above, they will send out stickers quarterly to promote your Yelp account. If you simply “claim” a space that is a place of business, Foursquare will deliver a “Check-In Here!” cling to your door. It’s been just over 2 years since Facebook started sending out these test window clings, and we haven’t heard anything since… and there isn’t a user-friendly template for creating your own anywhere on the web.

It is our humble opinion that Facebook should harness the power of text messaging and the mobile market (though many aren’t sure Facebook understands what mobile advertising can be) if they really want to compete with Yelp and Foursquare for the local business portion of social media. I can’t even remember how many times I would have liked to “like” a Facebook page, but didn’t want to navigate the rocky waters of the terrible iOS Facebook app. Had I known it was this simple, as simple as texting in, I would have loved to like many local business pages that I would have returned to if I could simply remember their name.

But maybe we’re a little biased. Give it a try: text like mobivity to 32665 and see what you think. And let us know!

Maurices mobile social campaign generates seven-digit sales in first 4 months

Posted by | Case Studies, General, Mobile Advertising, Social Media | No Comments

From the ad:Tech conference in New York comes an interesting case study on the integrated use of SMS and mobile text coupons within the overall marketing campaigns for women’s retailer with 750 stores.

Highlights of the case study includes:

Launched in 1931 as a small women’s fashion shop in Duluth, MN, maurices has grown to more than 750 specialty stores in 44 states across and is using mobile to target savvy, conscious consumers with a twenty-something attitude.

“The maurices Mobile Style Club is driving consumer engagement and sales through SMS,” said Webster Lewin, senior vice president and director of digital innovation and strategy at Publicis Group’s MS&L Group, New York. “Mobile combined with social media drives real-time engagement.

“Mobile is a key way to engage consumers across the four pillars—real-time conversation, real-time community, real-time content and real time conversion,” he said. “We’ve seen great success driving conversions using mobile, and maurices is a great example of how the ROI of mobile campaigns is being recognized—they’re all over it.

Marketers and business owners should carefully read this case study with its real world results that illustrate how you can combine your online and mobile efforts to work together seamlessly to generate revenue and retain loyal customers.

 

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