There’s no question that integrated social media programs generate awareness and buzz, give you a say in the existing conversations about your brand, and allow you to provide immediate customer service.  The next step is to not only be social, but mobile as well.  Encouraging mobile interaction at the point of purchase with mobile couponing/QR codes and giving users a reason to come back for more with a branded mobile application is key.  Integration is crucial – Brands should leverage their Facebook page, Twitter handle, and existing website to promote/drive mobile initiatives.

Here are a few tips for starters:

1. Build your mobile opt-in database

• Getting people to opt in will allow for testing. This is where you can play with different innovative push messages and optimize high-performers.
• Tactics like mobile-only sweepstakes and coupons can entice consumers to join, which ultimately increases opt-in rates.

2. Use QR codes

• Brands can do so much with QRCs, from incentives to building a community, or both:
• P-O-P example – Have packaging encourage consumer to scan the code for an immediate discount > QRC takes consumer to your Facebook page > Facebook page prompts consumer to “Like us” for a coupon.  Now you have a new fan in your database to whom you can push content.

3. Create a branded app your target audience will find beneficial

• Although I said to create a “branded app,” it isn’t about pushing your brand agenda. It’s about providing a tool that will prove valuable to your target. If it truly makes consumers’ lives easier in some way, they will interact with the app more often and thus have longer exposure times with your brand.

4. Mobile loyalty program

• Build a program where consumers can opt-in to scan their receipt after purchasing the brand’s product(s). Give away a free or discounted product throughout their membership depending on frequency of purchase, as with any loyalty program.