Monthly Archives: September 2015

Bloglette: Targeting in Mobile with Roomi

  
Promoting in Washington Square park this week was Roomi. This app had it right approaching young people in the park with Frisbees. Couldn’t help feeling a bit left out, but recognize a mom like me isn’t in the target. I’m really bad at Frisbee too.  

With $2 million in funding this company targets New Yorkers seeking compatible roommates. It launched as the first mobile-only service of its kind. There are over 3,000 rooms available and Roomi verifies users through Facebook.

Source: TechCrunch “Roomi Lands $2 Million To Pair You With The Perfect Roommate”

Posted Jun 9, 2015 by Jordan Crook (@jordanrcrook)
 

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@Pathinteractive Customer Journey

I recently attended Path Interactive’s presentation on the customer journey at Google’s event space in the Chelsea Market.

Some interesting points that were covered:

1. Not all conversions are equal. If a conversion costs a lot of money, it’s less efficient than one that was less expensive.

2. Some conversions may result in customers who are more valuable in terms of the actions people take post conversion- such as those who share with others.

3. Search serves as bookends of a journey. People often initiate a journey with search and end the journey with a search. This makes keywords very important.

4. As customers go through the journey different types of communication may be necessary. Early on in a journey people search general info, later on more comparison data or customer specific information.

5. Marketers can use Google Analytics to integrate non digital data or data from other platforms.

6. In Google Analytics it helps to look at mobile sessions to determine what people are viewing on their mobile devices to tailor the experience.

7. It’s possible to benchmark within your industry using Google Analytics.

8. The presentation ended with a panel of Path Interactive’s clients.

Thanks @Pathinteractive and @Google for a great session.

What’s Up with the MediaStorm Masters in Social & Mobile?

Here’s what we are doing this semester in one of our MediaStorm courses……

students working

Social Media & Mobile Marketing Strategies

An opportunity for you to expand your mind, think strategically and practice your skills in digital communication. As people suffer from digital overload breaking through the clutter and making meaningful connections is what matters.

Fall 2015 Modules

  • Speed Module: Learn at the Speed of Social
    Cutting edge white papers and materials from MediaStorm
    The Future of Storytelling
    MediaStorm’s weekly update of the hottest digital properties
    Speakers who work in the digital media trenches
  • Content Module: Student Generated Content
    Weekly posts by you in social media
    Curate new content and identify new platforms
    Baseline your Klout score and raise it by the end of the term
    Track your collective efforts with #Mediastormmasters
  • Field Operations Module: Futurism in New York City
    Mind opening outings and visits to digital experiences
    Visit Museum Exhibitions and Local offices of Internet firms.
    Learn about measurement and analytics in the Nielsen Living Room
  • Tool Box Module: Practical Platforms and Applications
    Become Certified in Google Analytics
    Exposure to new online and mobile marketing platforms
  • Project Module: Work with MediaStorm’s Entertainment Clients
    Ignite social media for MediaStorm’s broadcast media brands
    Develop social media and mobile marketing strategies for clients

Butterflies and Social

How can a small tourism business encourage sharing in social? First, the experience has to be enjoyable with either good quality or good value. A poor or mediocre tourist experience may be shared, but may hasten a downfall. Second, the activity or service should be unique and special so that people want to tell others about it. Something plain and everyday won’t get much attention.

I recently visited Butterfly Haven in El Valle Panama. The owner decided to pursue a “second childhood” by starting a butterfly farm and was actively promoting the business. The farm was listed in major guidebooks, noticeable signs were posted around town and there were cards with directions in local hotels and restaurants.

In addition in an attempt to leverage social media, the owner posted a sign asking people to share their experiences. See below.

How could Butterfly Haven increase the likelihood that visitors share? I would recommend setting up a unique photo opportunity with butterflies or caterpillars and a page on which to post the photos online, such as on Instagram. Along with the photo the farm should offer Wifi to travelers who may not have international data plans. This would give people the opportunity to post immediately and they would be more likely to do so in the moment.

A good, unique experience that can be shared immediately can generate positive buzz for a business. What can you create?

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