Page 363 - Social Media Marketing for Dummies

They make the mobile experience come alive. Think about what makes sense for
your customers and how you will make sure it is marketed successfully, and then
put your imagination to work!

Applications
One visit to any of the many sites that review applications for various phones
shows you how many applications already exist. Thousands contain social media
elements. Chat was one of the first to appear, along with mobile versions of most
social network sites (Facebook, LinkedIn, and so on).

Adding Social Media Elements to Mobile

You should consider two additional elements while embarking on a mobile social
media campaign: social graphs and search. These are important for any social
media marketing program, but they’re especially important in mobile ones.

Portable social graphs

Social graphs are the relationships that people have with each other, within a social
network, an application, a site, or across the social web. Think of a social graph as
a visualization of relationships — how people connect to each other and what
interests they share. But then think about the technical application of this con-
cept. What if you knew who your customer’s friends are and then provided user
experiences that take advantage of that knowledge?

Facebook Connect allows Facebook data to be integrated into other websites and
applications. With Facebook Connect, your customer could use a shopping
application for the iPhone or Android and then share mobile offers with their
Facebook network. This would be a powerful way to recommend a product.

Research shows that users are more likely to purchase products or services based
on recommendations; friends and family are the most effective referrers.

Searching with mobile

Mobile search is just what the name implies. It’s how you find things while on a
mobile device, such as websites, people, and restaurants. It sounds as though this
type of search should be simple; after all, don’t all websites “show up” on your phone
when you go to them? But what if you don’t know the name of the site, or you’re
trying to find something and the mobile site address isn’t what you thought it was?

CHAPTER 23 Building an SMM Mobile Campaign 347