Social, Mobile and the Intersection of Online Personas

For example, a social graph is comprised of who you know and how you relate to them. In a social mode, an individual wants to connect and share with close personal connections. Messages to audiences in social mode should be tailored to the environment, be it a social network or the open web, and easily shareable. Whether providing an opportunity for comments on an article or a share button on content, social mode should mean friction-free sharing and amplification of the brand’s message.

Alternatively, an interest graph is comprised of what a consumer likes, owns or would like to own. In an interest mode, we post, curate and create content to share with like-minded people who we may not know. For example, Pinterest is a prime example of interest mode browsing and content curation. Successful brands on Pinterest have a deep understanding of audience affinities and segments. Tailored messages reach the right segment and spread organically to like-minded consumers.

Let’s back up a minute to the cross-informing approach mentioned above. The semantic and real-time web is leading to more and more opportunities for marketers to converge channels and knock down silos to make the entire web social. A brand today can know in real time where its audience is consuming or sharing content and seamlessly join the conversation, whether in email, across social networks or on mobile devices. A deeper understanding of online personas and a nonsoiled approach are making it possible.

Context and environment are driving hyper-relevant mobile advertising. Not too far away is environmentally triggered advertising such as leveraging a phone’s sensors to deliver weather-related ads (Google just won a patent). However, for today, social and interest graphs extend to the most personal of devices that’s always on. Email consumption is one of the most common activities on smartphones. The email inbox bridges interest and social modes, as its messages are a blend of family, friends and commerce. It’s here that the biggest engagement opportunities lie. A link from an email can direct a consumer to a mobile-optimized landing page tailored to their interests and digital behaviors. Over time, the marketer grows smarter and customized experiences are made more relevant.

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