The introduction of the iPhone has really mobile social networks grow in the last two years.
The percentage of mobile phone users who said they accessed social networks from their handset jumped 182% from September 2007 to October 2008, according to a study conducted by The Kelsey Groupand ConStat.
Since I bought an iPhone last year, I know I personally use Yelp a lot more than I did before, especially when I am out and looking for a good restaurant. The apps that Yelp and Facebook havbe developed for phones like the iPhone make it much easier to stay connected, when you are away from the office or computer.
Social networking by mobile phone is even more prevalent in other countries. itsmy.com is a worldwide mobile-only social network based in Germany with 2.5 million members. More than four out of 10 of its users have never used a (PC) online social network, according to a study it conducted in December 2008.
Sabine Irrgang, the company’s founder and COO, said handset users could check the social network even more often than PC-based social networkers.
“Almost 12% of the itsmy.com community members are still in bed when they check their personal messages for the first time each day,” said Ms. Irrgang, in a statement. “A mobile social networking portal is the place where you can reach and will meet people in the future.”
Are you planning to target mobile users in your social marketing plans for 2009?
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The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.
Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.
While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.