Social networking is one of the fastest-growing activities among mobile users and has become a significant driver of Internet usage on mobile devices. According to industry research, by 2013, more than 140 million subscribers will share "anytime, anywhere" experiences this way, and they will generate subscription revenues in excess of US$ 420 million.1
Social networking sites are gaining mobility as mobile users embrace new technologies and devices such as smartphones, personified by the iPhone and a long list of new android devices that are hitting worldwide markets. It was estimated that Asia will account for nearly 30% of the overall market for smartphones by early 2010.2
Social network providers are now adding mobile interfaces to their services and stepping up the efforts to integrate their social network into an array of mobile phones. Mobile users of social networks are likely to consume two or three times as much digital mobile content (pictures, music, videos and games) than their "asocial" peers.3
From Twitter to Facebook, people are engaging in conversations, with or without you. In order to increase brand awareness it is important for the brand to be part of the conversation on social networks. However this is not an environment for marketing pitches and product pushers. The buzz created around a brand or people's willingness to come together as a community must be earned. They would tolerate a certain amount of advertising if it was a reasonable value exchange.
Communication on a social network is a two-way interaction where brand and messaging are conveyed through personal experience and by word-of-mouth. We need to engage the members in a meaningful exchange about the brand and be part of the community to build relationships with members and enable them to deepen their relationship with each other. It is pertinent for mobile marketers to provide the necessary tools that would allow this target segment to connect with friends and people with similar interests, and share content and experiences with their community.
Consideration is a practice in traditional mobile marketing and it can be applied in the mobile social network environment. In order to encourage user interaction, develop two-way conversations and increase brand awareness, most mobile marketers would offer users and their community something of perceived value in return for receiving communications. It would be in the form of product and service enhancements, requested information, entry into competitions, virtual gifting and online coupons.
In order to fully benefit from opportunities offered by social network on mobile marketing and advertising, the industry needs to work out smart and innovative ways to engage people on both the mobile and social networks, to make their campaigns a success. Social sites, blog outreach, syndication services, sharing widgets and even virtual gifts can help induce users, partners, and fans to energize and take your campaign.
[1] ABI Research
[2] Solidiance - Asia Mobile Telecommunication Innovations
[3] ABI Research
