Marketing with the
connected consumer:
Mobile technologies and
behavior change
R. Craig Lefebvre, PhD
Social Marketing and Pubic Health
Conference
Clearwater Beach FL, 22 June 2007
We need not to be let alone.
We need to be really bothered
once in a while. How long is it
since you were really bothered?
About something important,
about something real?
- Ray Bradbury
1
What is Social Marketing?
audiences,
Focused on audiences, their wants and needs,
aspirations, lifestyle, freedom of choice
Aggregated behavior change among priority segments
of the population, not individuals, are the focus of
(scalability)
programs (scalability)
Designing behaviors, products and services that fit
their reality (compatibility)
Rebalancing incentives and costs for maintaining or
changing behaviors (relative advantage and risk)
Creating opportunities and access to try, practice and
sustain behaviors (trialability)
Promoting (communicating) these behaviors, incentives
and opportunities to priority audiences (communicability)
Old World: Sources, Channels,
Messages & Receivers
Influencers
Investors Potential Employees
Employees
Customers
MESSAGES
Competitors
Prospects
Partners
Press/Analysts
2
Networked World: Engagement,
Interaction & Multiplexity
Influencers
Investors Potential Employees
Employees
Customers
MESSAGES
Competitors
Prospects
Partners
Press/Analysts
The Social Media Ecosystem
Blogs Tools that facilitate:
Communication
Wikis Engagement
Transparency
RSS Trust
Podcasts
Tools that are:
Videocasts / Vlogs Complementary to traditional
Moblogs communication activities
Used by organizations who
MMS recognize the social
characteristics of effective
Internet telephony communication
3
Social Network Interventions
Enhance existing linkages
Develop new linkages
Enable indigenous helpers
Create new networks
Empower existing ones
Weave together networks
Engage communities in new ways
4
2.7 Billion Cell Phone Subscriptions
in the World
2x more than land lines
2X more people than have credit cards
Almost twice as many as have TV sets
3x more than all PCs, laptops and servers
Almost as many as radios
Alan Moore. Communities Dominate Brands, 11 June 2007.
http://communities-dominate.blogs.com/brands/2007/06/mobile_welcome_.html
1.8 Billion SMS
2X as many users as internet email
Worth over $80 billion worldwide
Brits send 6 SMS per person, South Koreans send 10,
Singaporeans 12 and the Philippinos 15 SMS every day.
In South Korea 45% of all music is sold directly to music
phones
54% of Helsinki public transportation single tickets to the
trams and subways are paid by mobile
In South Africa you can have your full paycheck sent to
you onto your mobile phone
Mobile data is used by anywhere from 540 million
(non-
(internet access via mobile) to 1.1 billion (non-SMS
mobile data services used on mobile) to 1.8 billion
(mobile data including SMS)
Who Uses It?
Over 200 million cell phone subscribers
40% use SMS (32.5 billion txt msgs sent in
last half of 2005)
44% of people use their mobile as their
main camera
34.6 million use mobile Internet services
By 2009, every US mobile subscriber will
SMS-
have a SMS-enabled phone; 98% will be
web-
web-enabled
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What is IT?
Intensely personal
Always on
Always with you
Built in response channel
Present at inspiration
The Mobile Audience
http://mobileopportunity.blogspot.com/2007/01/shape-of-smartphone-
and-mobile-data.html
Cell Phone User Segments
Generation:
The Cellular Generation: Ages 18 to 24, grew up
with cell phone awareness, experiencing cell
phones as a part of their everyday lives.
Transitioners:
Transitioners: Ages 25 to 34; cell phones began
to infiltrate everyday life during their teen years
and early adulthood.
Adopters:
Adult Adopters: Age 35 or older, this group was
not exposed to cell phone until adulthood. Adult
Adopters tend to have the most functional view
of cell phones, with many requiring just the
basics and showing limited interest in emerging
technologies.
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Health Marketing
SexInfo: San Francisco Department of Public Health
Address rising
prevalence of STDs
among urban youth
Make it private,
personal and timely
First quarter:
1,538 inquiries
Condom failure, STD
info and pregnant (?)
top three calls
Mobile Health Applications
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m-Change and Obesity
The appropriate model for obesity and
weight management is tailored information
according to design principles suggested
by Social Cognitive Theory and the Social
Marketing Model.
self-
The health behaviors to target are self-
monitoring of diet and physical activity.
Web- smart”
The devices are Web-enabled “smart”
cellular telephones and wireless PDAs.
JT Tufano & BT Karras. Mobile eHealth Interventions for Obesity:
A Timely Opportunity to Leverage Convergence Trends. Journal
of Internet Medical Research 2005;7(5):e58).
txt2connect:
A Parents TXT Tutorial
Parents get a quick answer to their
questions.
Kids are more apt to respond to
text messages when they are with
their friends.
You, or they, don't have to worry
about tone of voice.
Texting allows you to enter your
child’
child’s world.
Text messaging allows parents to
compose and edit a message
before pressing send.
Texting vs. calling gives kids more
space but allows parents to keep in
touch as often as necessary.
8
Safe Water in Bangladesh
300,000 wells in database,
which reports for each village
the number of wells tested,
the proportion of unsafe wells
and, when available, the start
depth together with an
estimate of the probability that
the estimate is correct.
User sends a series of short
messages to pinpoint their
location based on either
village name or geographic
coordinates. The database
calculates the safe start depth
for the well at which arsenic
concentrations are not likely to
be toxic.
http://www.worldchanging.com/archives/005170.html
Mobile Alerts
The school did not notify students
by e-mail of the first shootings
until 9:26 a.m., said Matt Dixon,
who lives in the dorm. Mr. Dixon
did not receive the e-mail
message until he returned from
his 9:05 class. When he left for
that class, he said, a resident
adviser told him not to use the
central stairs, so he left another
way…On dry erase boards,
advisers had written, “Stay in your
rooms,” Mr. Dixon said. - NYT.
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Media Mutliplexity Strategy
“Our goal on Sept. 5 is
you’
that whether you’re in
your car, on your
computer, commuting,
listening on your cell
phone, or, God forbid, at
home watching television,
that the CBS News will be
you”
available to you”
- President of CBS News
and Sports, New York Times,
July 17, 2006 on changes for
“The CBS Evening News.”
10
Social Media’s Future:
Personalized Extended Reach
Implications for Social
Marketers
Everywhere’
‘Be Everywhere’ [Media Multiplexity]
Interactivity and AGC (audience
generated content)
Collaboration and Sharing
Social Networks and Social Capital
Aggregate or COGs (Centers of Gravity)
Education, Engagement, Entertainment,
Empowerment and Evangelism
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