I am excited about all things mobile. It’s such an amazing experience and is a direct extension of all that I do in the social domain. To-date mobile has been focused on utility and apps. These things make life easier. If we are to live up to the promise of Media of the Moment though, mobile must move beyond utility. A MobileSyrup post this morning on the new Starbucks iPhone app that now integrates mobile payments sparked my thinking on this topic.
It adds even more value to this utility for me. Now I can find stores, pull up a digital version of my Starbucks card bar code and have the barista scan my code to automatically debit my account. Sweet.
From the app, I can also build my favourite drinks menu and share them with my friends on Facebook and Twitter.
Through Foursquare and other location-based networks, I am able to check-in and share photos, but I can also do this through the app. By selecting a store, I can invite a friend to join me by sending a text or email message. I can also share my location via Facebook or Twitter.
So what else could Starbucks do to build on this strong foundation? Photo sharing, finding friends nearby and manager tips are few that pop to mind for me.
“35. David Bradfield, Director of Marketing Strategy and Analysis at SapientNitro
Context will drive the greatest equity in social in 2012. The evolution and integration of mobile is profound and will further amplify the significance of the “here and now.” Adopting gaming dynamics to impact customer behavior will continue to drive brand addiction, and shared experiences and co-viewing will redefine sports, entertainment and politics. Social shopping will establish greater confidence and satisfaction among consumers beyond reviews and deals, with the in-store experience and contextual offers delivering a social return.”
Apple is a company that enables moments, often under the influence of Steve Jobs’ vision, innovation, drive, and now legacy. This is a moment. It spurs so much conversation and sharing. It’s amazing. RIP Steve, and thank you for giving us so much.
This afternoon, Apple held its first post-Jobs product roll-out, featuring the iPhone 4S. One of the standout features is a voice activated personal assistant called Siri. Talk about context. This service will allow people to instantly ask for more information or set reminders in the moment.
“Where is closest flower shop?”
“Remind me to sign-up for the free conference download at 5 p.m. today.”
“Tell me more about David Bradfield at SapientNitro.”
These types of inquiries make you think about content in more actionable ways. Don’t just tell a story. Instead, share location details, include where the product is available, give your phone number. Make information actionable. News forms opinions but information adds depth and drives action.
What do you think Siri could do for your business?
I am finally making the move to get this blog posted. Last week, I had the opportunity through Marketwire + Sysomos to share the Media of the Moment model. Take a walk through the presentation. Over the coming weeks, I will be posting related thoughts, details and anecdotes related to Media of the Moment.
This weekend was Nuit Blanche in Toronto, a free all-night contemporary art festival. It’s fun, wacky and sometimes inspiring. My wife and I hired a babysitter and wandered over to some of the activities. One of the best was a “chiptunes” event at the Bell Lightbox building. What are “chiptunes”? I only learned on Saturday night. According to Wikipedia:
“A chiptune, also known as chip music, is synthesizedelectronic music often produced with the sound chips of vintage computers and video game consoles, as well as with other methods such as emulation. In the early 1980s, personal computers became cheaper and more accessible than they had previously been. This led to a proliferation of out-dated personal computers and game consoles that had been abandoned by consumers as they upgraded to newer generations of these platforms. They were in low demand by consumers as a whole, and not difficult to find, making them a highly-accessible and affordable method of creating sound or art.”
The artist we caught was called Freque. Here’s some of his retrofitted Game Boy gear.
I also shot some video. It’s interesting stuff. I guess my tweets and this video are my Media of the Moment, and now I’m sharing them with you.
I have had the opportunity to talk up Media of the Moment a few times over the last year. One of my faves was Social Media Week in Los Angeles in September 2011. Here’s a photo taken at Bradford Stewart Spaces. See more from the SapientNitro event in our online gallery.
About David Bradfield
David Bradfield is a digital, social and emerging media strategist with more than 17-years experience spent in communications and digital marketing agencies. He has earned a reputation as a thought leader and pragmatic professional known for his sound counsel and calm confidence.