Mobile Computing and Location Marketing

Chapter 13

Branded Mobile Social Networks

A branded social network is a social network created by and for a specific brand. They are typically delivered through applications on a mobile device. Users can connect with each other in some way that leads back to the brand.

Some examples:

Children with Diabetes- This is an online community which allows parents and children to connect with other families with the same type of disease. There is an online newsletter, FAQs, private chat rooms, and discussion forums for specific topics. (Book does not say brand that created this, some sort of pharmaceutical company)

SitOrSquat- This is an app created by Charmin. This app allows users to add, find, and rate nearby restrooms. Image


These type of social networks can be difficult to create. They must have a strong value incentive for the user to create yet another social media account. Before you decide to create one for your brand determine the pros and cons of using an already existing social network for marketing your brand. Some companies use their Facebook or Twitter to direct consumers to their app. It all depend on what is best for your company.

Jordan Rafferty

“Tinder” Lovin’ and Marketing: Location-Based Social Networks

First comes love. Then comes Marriage. Then comes… Tinder? And a marketing strategy… carriage… thing.

…Hold the phone!

But it’s true. With the evolution of location based marketing, more and more mobile applications are being used by marketers to engage with their public.  While Foursquare and Facebook are generally at the forefront of this strategy, there have been some new social media applications showin’ some love in the marketing arena.

Puns. Ten points for me.

So. Traditionally, location-based marketing is used by businesses to offer discounts or different promotions by asking publics to engage in the company’s social media. This can be done through checking in or liking a photo. In comes modern day, social media generation gurus who are apparently lookin’ for love in all the cyber places…

…That sounded worse than I had intended.

I digress. Ahem! With this emergence of this love-sick-sappy crew comes the application Tinder.

Basically, Tinder allows for you to create a profile that has up to five photos, your first name, your age, and a tiny tagline. Most importantly: It uses your location to connect you with others in that same area.

I would tie this all together for you, but my good friend Ankur Nagpal does a mighty fine job of doing it already in this article.

Conan O’Brien Did It and So Can You!

How Conan O’Brien Used Social Media and Location Marketing to Defy the Odds

posted by: Amanda

So here’s what happened:
In 2004, when O’Brien and NBC negotiated his contract with the network, it was agreed that he would take over The Tonight Show from Jay Leno in 2009.  However, executives later met with Leno and O’Brien and proposed moving the show’s time slot to a later time to accommodate Leno’s new show.  O’Brien disagreed with the decision and people began sharing their support for Team Coco (@conanobrien) on Twitter.  He later announced in April 2010 that he would leave NBC.  His plan was to move to TBS and host a brand new show.

Here’s the challenge:
TBS is a much smaller network and mainstream networks such as NBC stilled owned the late-night audience.  O’Brien needed an innovative marketing solution.

And this is what they did:
To generate buzz, the Conan Blimp was born.  It was advertised with YouTube commercials and high-res images on Flickr.  The blimp had its own website which included a live map and livecam.  Users could track its location and use the hashtag #TheConanBlimp on Twitter.  The meat of the strategy was with the use of Foursquare.  During the blimp tour in October 2010, users could check in when they saw it flying overhead which then earned them a Conan Blimpspotter badge, to be displayed on their profile.  Upon check-in, this message would be received:

These were the results:
– The Blimp received more than 21 thousand check-ins and more than 100 comments on Foursquare during the promotion.
– The Conan Blimp received considerable media attention
– Finalist for Location of the Year in the Shorty Awards
– Team Coco reached over 51 thousand followers on Foursquare at the end of the promotion

In this post by Persephone Kazl, I’m with Coco: Is Conan O’Brien the New King of Social Media?, the situation is covered in a little more detail than in our textbook.  Due to legality, the new show could start for eight months.  During the time between his last NBC show in Jan. and the start of the new show in Sept., O’Brien was forced to re-evaulate his whole career.  In Kazl’s post, he is quoted comparing is contractual obligations to “a prisoner in a 14th Century cell writing little things on a piece of paper and throwing them out the window”.  She goes on to say that fortunately, for Conan, those little pieces of paper were actually tweets and they weren’t just going out the window. They were being read by his more than 1.8 million followers.