Speaker Spotlight: Serena Ehrlich, Director of Marketing – Mogreet

Have you RSVP’d to our July 30 panel on social media and regulated industries? Do it now. We have limited seating at Yahoo’s Community Center. Once they’re gone, they’re GONE. Go go go!

Serena Ehrlich, Director of Marketing – Mogreet

You’ve seen her around the country. She’s spoken at many social media and digital conferences. You see her around town. You can’t miss one of the tallest women in social media. Meet Serena Ehrlich, one of our panelists and SMCLA President.

Over the last 20 years, Serena Ehrlich has worked closely with public and private companies providing guidance on investor and public relation trends. Serena has implemented local, national and international social media campaigns for a wide range of brands including Kraft, Scion, Kohl’s, Avon, Mattel and many others.

As the director of Marketing for Mogreet, Serena has a unique perspective on the future of mobile marketing (and it ain’t plain text). In addition, Serena serves as the Corporate Secretary of the international Social Media Club board of directors, as well as an At Large director of the National Investor Relations Institutes’ Los Angeles chapter. She can be found on Twitter (@serena) as well as a wide range of emerging platforms.

Chris here. One of the things I will be asking Serena is crisis communications. There needs to be a crisis communications plan up and ready for every company, especially regulated companies. Once a social post strikes and you’re flagged for it, you need to be able to scramble quickly and decisively. You’ve got to be able to work with approvers and have something to counter a possible attack or poke online. Let’s hear all of our panelists’ best practices for this.

Don’t forget to RSVP! We’ll be at the Yahoo Community Center (26th and Broadway) in Santa Monica. We’ll provide the conversation, food and drink. You get you and your colleagues here. See you soon!

The Evolution of Mobile Marketing – Guest Post by Patrick Mahoney, Mogreet

You hear about it all the time – “mobile is the next thing to blow up.” That’s all great and good, and so what? Where are our colleagues going to take us in mobile? Where should we be as professionals handling the social media and marketing for companies, clients and ourselves? Patrick Mahoney, VP of Strategy and Business Development at Mogreet, shares his thoughts on mobile marketing. If you have questions or comments, take him to task LIVE at our January 31 event at the ING DIRECT Cafe in West LA. RSVP here: http://mobilesmcla.eventbrite.com/

 

By way of good luck and timing, I have spent my entire career at the intersection of technology and media, experiencing firsthand the “Digital Evolution”. From my first internship at Bilboard magazine at 18, where I was tasked with a research project entitled “Should Billboard have a Website?”, I have always been fascinated by how media should most effectively utilize new platforms to reach consumers, drive their existing business, and generate new revenue.

Even though mobile was always the “next frontier”, I had skepticism as to how it would become a profitable business for marketers. Mobile was great for us at ABC, where we had the benefit of multi-million dollar TV brands to drive licensing revenue for mobile, but I wasn’t convinced that the tune-in at the end of the promo clip on Vcast was really going to drive people to their TV sets. However, the ability to use the cast of Desperate Housewives on the image of the new LG VCAST phone was interesting. A light bulb went off in my head – creating thoughtful “partner ecosystems” through a sustainable combination of technology, brands and distribution can lead to success in across the board. Brands need to understand how to capitalize on disruptive technologies and disruptive technologies need to learn how to play nice with brands.

Mobile entertainment has seen some false starts, which is natural in any evolving business. Carriers tried become both the pipe and the content provider, but consumer behavior, content rights and technology prohibited their success. I felt vindicated that I was “right”..sort of! Consumers don’t want to watch TV on a small screen, but that small screen IS at the hip of nearly every single person in America. At Mogreet, we have spent 5 years on figuring out how to help brands connect with mobile consumers in a compelling way. Our messaging platform delivers a device agnostic (yes that means your old flip phone too!) way for media brands to deliver MEDIA to their fans and accomplish additional goals: Tune in, ad dollars, app downloads, web traffic etc. Other players in the industry have tried to poke holes in our strategy, but we’ve remained steadfast in our beliefs, which boil down to two core things (in my opinion): 1) Who doesn’t open a text message? 2) Why would you market video with a text message, when you can market video with a video?

I digress a bit. Back to the “partner ecosystem”. In understanding the goals of our media relationships, we have worked to maximize the value of our platform. This is a model that seems simplistic, but is many times poorly executed….because it’s a pain in the arse. With ABC Family, we were fortunate enough to have great stakeholders that saw the value of our platform and launched the “Pretty Little Liars” mobile campaign. After two years, we have a significant number of the on-air audience opted in and have helped the cable net to drive additional ad dollars to both the network and our mobile database, not to mention made the short code a trending topic on twitter and helped the show become the most tweeted entertainment property of 2011. This is all due to a deep partnership between our client, the creative team, and ad sales. However, without the brand creating compelling messaging, we would not have had the success or the opportunity to push the ad dollars forward by training ad sales on how to sell mobile.


Similarly, we have worked with Fox on most of their scripted prime-time shows. With Glee, Fox and Mogreet brainstormed the most effective way to give the consumer valuable content that also drives engagement, which resulted in a single message that delivers: Additional character content, the playlist for the upcoming episode, the ability to share immediately (via our post to facebook/twitter), and ability to listen/buy the songs (but direct link from MMS into storefront). In our own little way, we have tried to help mobile marketing evolve.

Our next frontier is sharing. We’ve launched moShare, the first online-mobile sharing service. moShare allows you to share any piece of web content via a text message to a mobile phone. We’re betting on the fact that sharing is personal. Some share’s are great for facebook and twitter, but for that share that you want your friend to open immediately, there is moShare. In summary, mobile marketing isn’t easy. Understand your clients, understand their constituents, and understand your goals. We’re seeing a lot of mobile “one size fits all” folks fall by the way-side (and/or trash talk those of us who have created a strong value proposition), because in the days of an educated, ever evolving consumer leaves little room for error and destroys inadequate technology. However, content will always prevail, so us mobile marketers must continue to re-invent how we improve on the delivery of the content and the value of the messaging that we create.

Patrick Mahoney is the Vice President of Strategy and Business Development at Mogreet. Follow him on Twitter at @mogreet and Like the Mogreet Facebook Page. He is one of our speakers at our Tuesday Jan 31 event.

Jan. 31 Speaker Spotlight: Patrick Mahoney of Mogreet

While you may know that mobile is where the new tech waves is hitting, your colleagues may not. Invite them to our Understanding Mobile User and the Future of Mobile Tools event on Tuesday, January 31st! What do you need to know about mobile social? On our blog, we’re highlighting our speakers. Read on…

Learn more about mobile campaigns at mogreet.com

Founded in 2006, Mogreet is a leading mobile marketing platform for the delivery of rich media to mobile devices. If your company is interested in mobile marketing campaigns, the folks at Mogreet combine all of the key elements (MMS, SMS, QR, CRM, the mobile web, etc.) into one integrated platform optimized to improve your mobile marketing ROI.

I’ll admit it, I watch “Pretty Little Liars” and just noticed that Mogreet is the company behind those text messages you get when you sign up to get clues from “A.” (Ask me later who I think “A” is.)

[speaker photo – coming soon!]

Mogreet’s VP of Business Development and Strategy, Patrick Mahoney, will be on-hand to talk about their mobile tool as well as what trends they’ve seen so far with mobile users. Patrick is responsible for strategic partnerships in Media & Entertainment and launching the company’s new online-to-mobile sharing platform, moShare. Patrick manages many of Mogreet’s large Network and Studio partners, including Fox Broadcasting, Red Bull Media House and The Walt Disney company. Prior to joining Mogreet full time in 2011, Patrick served as a long term advisor to the company through his consultancy, Connected Strategic Partners. He founded CSP in 2007 and served as Digital and Distribution consultant to industry leaders and innovators including William Morris Endeavor, Huffington Post, Attention Span Media and Entertainment Studios.

Previously, Patrick worked in business development for Disney/ABC TV’s Digital Media Group, where he was involved in digital licensing and distribution of network shows. Patrick was involved with the development of many of the first mobile initiatives for the network including the first mobile games of Desperate Housewives and Lost, the fist mobile WAP site for the Oscars, and the first on-air SMS campaign for Dancing with the Stars.

It looks like we’ll have plenty to talk about at our event on January 31. Do you have questions for Patrick or our other panelists? You can email them to us at socialmediaclubLA-at-gmail-dot-com or tweet us at @SMC_LA.

I’m sending my questions for Patrick to the Program Team; I can’t guarantee that they’ll ask him as I know they’ve got their own questions. Here are a few of mine:

  • I think “A” is a combination of characters including Mona and Noah. Am I right?
  • How many more seasons do you think “Pretty Little Liars” will last? (I’ll take this off-site.)
  • Can you give us examples on how Mogreet intends to help healthcare companies with their mobile campaigns? What sort of healthcare campaigns do you think would benefit from Mogreet – is it cancer awareness, diabetes prevention, …?
  • In the real estate vertical, how are you going to differentiate yourself from an ‘established’ app like Redfin’s?
  • Do you see an opportunity with B2B companies using mobile marketing? If so, how?

Well, if you’re interested in mobile marketing – front-end and back-end, stop by our January 31 event at the ING DIRECT Cafe in Westwood. RSVP here and we’ll see you soon!

 

RSVP Today! Understanding the Mobile User and Future of Mobile Tools

Join us for the first Social Media Club L.A. event and panel of 2012!
We are excited to announce that David Teichner, CEO of the mobile couponing app, Yowza (co-created by actor/entrepreneur Greg Grunberg of “Heroes,”) will be joining Patrick Mahoney, VP of Strategy & Business Development from the mobile CRM solution,  Mogreet and Tim Street, VP of Mobile Video from the “smart stream solution,” mDialog, for our first SMCLA panel of the year.  The will be telling us about the hottest trends, tools, apps and advertising in the mobile space.
We hope you can attend to learn how you can tap into the latest mobile trends to maximize your social programs!
Our event will be hosted at ING DIRECT Cafe
11175 Santa Monica Blvd, Los Angeles, CA 90025
Networking starts at 6 pm
Program begins (traffic permitting!):  7:30-8:30
Post-panel networking: 9 pm
Click here to RSVP now!  Oh and tell a friend!
To learn more about Social Media Club Los Angeles, please go to www.socialmediaclub.la
For more information about Social Media Club or to become a member, visit www.socialmediaclub.org