Post on 18-Oct-2014
description
The Revolutionary New Convergence of Social + Local + Mobile
{SoLoMo}
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SPEAKERS
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Vanessa ColellaHead of North America MarketingCitibank
Bill DroletVP Digital Ad Sales The Weather Channel Companies
Paul CousineauVP of Mobile Products, Global eCommerce GroupWalmart
Adam KmiecDirector, Social Media Walgreens
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
INTRODUCING SOLOMOFor the next hour we’re going to talk about:
• Defining SoLoMo looking at dynamics of each area and of their intersection
• Emerging behaviors around different devices
• Hear from three big brands how they’re leveraging SoLoMo to win
• Let’s do this3
#AdTechSF #SoLoMo
Session Moderator@MARKSILVA
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
EARLIESTRECORDED
SOUND WASPOETRY...
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According to Neil Postman in Amusing Ourselves to Death news has become sensational to maintain relevance
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SOLOMO Credit: Kleiner Perkin’s John Doerr
Not one platform but combination of them
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CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 6
DEFINING: SOLOMO
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
ZUCK’SLAWY = C *2^X — Where X is time, Y is what you will be sharing and C is a constant.
In human language: every year internet users will share twice as much information as the year before
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CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved
MOBILE’S KILLER APPS
8Source: Nielsen Q4 2011 P30-Day Used Phone for Shopping
GROUPON
TWITTERFOURSQUARE
YELPLIVINGSOCIAL
GOOGLE +
YOUTUBEGOOGLE VOICE
GMAIL PANDOR RADIO
WORDS WITH FRIENDS FACEBOOK
MESSENGER
TALK - TEXT TO VOICE
WORDS WITH FRIENDS FREE
SKYPE
DROPBOX
GOOGLE SEARCH
GOOGLE MAPS
THE WEATHER CHANNEL
BARCODE SCANNER
SHOPKICK
MOVIES BY FLIXTER
WEATHERBUGGAS BUDDY
FANDANGOREDBOX
STREETVIEW
28 OF THE TOP50 APPS HAVEA SOCIAL & OR
LOCAL COMPONENT
MOBILE APPS & THE SOLOMO INTERSECTION
SOCIAL LOCAL
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
THREEHORSEMENOF MOBILE
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Srry, Prolly Not RIM
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SMARTPHONESHOPPERDiscovery and purchase behaviors
10Source: Nielsen Smartphone Analy2cs, December 2011 IOS & ANDROID
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
AND THEN THERE’S THE TABLET
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Sources: comScore and Intermedia October 2011
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IPAD:THE FASTEST-RAMPING DEVICE
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Sources: Apple, Mary Meeker, KPCB 2011
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Source: Nielsen Q3 2011 Connected Device Report
CUDDLE UP MEDIUM
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FITS-IN MEDIUM
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Source: Nielsen Q3 2011 Connected Device Report
89%82%
80%76%
47%49%
39%43%
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SOLOMO BY THE NUMBERS
• Shipments of smartphones & tablets passed desktops/laptops
• US mobile searches grew 4X last year
• Google forecasts $2.3 BN 2011 mobile revenues; 1 in 3 mobile searches are local
• Converts like crazy: after searching for a local business, 61% of users called and 59% visited
• 74% of consumers have purchased as result of using smartphone while shopping
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Credit: Mary Meeker @Google’s Think Mobile 2/10/11
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
BIG IDEAS HIDING IN SOLOMO
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CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
SOLOMO’S BIGGEST THREAT: PRIVACY
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Source: Nielsen Q3 2011
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Adam KmiecDirector, Social Media
SoLoMo: The Revolutionary New Convergence of Social + Local
+ Mobile
WE THINK OF SOCIAL
IN TERMS OF SIGNALS
MAKING CONTENT REAL AND LOCAL
AppsGPSSMSRTM
NetworksPlatformsActions
Behaviors
Where I AmWhat I’m Doing
Often UnrealizedOpportunity
“Lo”
“Mo”
“So”
WE LOOK TO TAP INTO NATURAL
BEHAVIORS
WE MADE FLU SHOTS EXCITING & MEANINGFUL
2011 FLU SHARE OF VOICE
FY2011
2012 FLU SHARE OF VOICE
RETURN ON AMAZING + RETURN ON INVESTMENT
SIMPLE, NATURAL AND REAL VALUE
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Vanessa ColellaHead of North America Marketing, Citi
Bill DroletVP Digital Ad Sales, The Weather Channel
SoLoMo: The Revolutionary New Convergence of Social + Local
+ Mobile
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Banking no longer stops at the doors of our branches, or the pages of our own websites
Citi is reimagining banking for the way consumers live today
We are partnering deeply to take relevance and engagement to a new
level
{SoLoMo} STRATEGY
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 30
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 31
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Banking no longer stops at the doors of our branches, or the pages of our own websites
Citi is reimagining banking for the way consumers live today
We are partnering deeply to take relevance and engagement to a new
level
{SoLoMo} STRATEGY
{SoLoMo}
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
The launch of TWC Social, brought to you by Citibank, on August 11, 2011 was unprecedented
Cable
First time cross-platform Twitter aggregation on a single topic
CROSS-PLATFORM CONVERSATION
{SoLoMo}
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Regardless of the WeatherAverage of 105,000 tweets captured each day
East Coast Earthquake (August 2011) 95,000 tweets in one hour
Hurricane Irene (September 2011) 700,000 tweets in one day
Snowtober (October 2011) 400% increase in tweets sent from TWC properties
THE WEATHER STORY
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Because connecting with friends, neighbors and loved ones becomes critical in severe weather, TWC drove traffic to weather.com/social across all platforms
{SoLoMo} LOCAL RELEVANCY WHEN IT MATTERS THE MOST
{SoLoMo}
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
PERSONALLY RELEVANT CREATIVE
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
{SoLoMo} PERSONALLY RELEVANT CREATIVE
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
Engaging consumers in a two-way conversation…
• Consumers visiting social weather pages spend more than 2x the average time spent on site
• Visitors interacting (tweeting) on the page spend more than 3x the average time spent on site
Driving local engagement and simplifying consumers lives…
• Creative that is personally and locally relevant to consumers received a 200%-400% lift in average click-through rates
• Weather events (e.g., hurricanes) and holiday planning provided key opportunities to take advantage of traffic spikes of 200-300% and drive relevancy
Surrounding consumers no matter where they happen to be and enriching their daily lives through personally relevant content …
• In general, Mobile proved to be 3-4X more successful at positively impacting brand metrics for the overall audience
• Mobile messaging achieved a 250% lift in purchase intent and a 116% lift in message association above industry norms
{SoLoMo} ENGAGEMENT
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
{SoLoMo} INDUSTRY BUZZ
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Paul CousineauVP of Mobile Products, Global eCommerce Group
SoLoMo: The Revolutionary New Convergence of Social + Local
+ Mobile
MOBILIZING .COM
“Mobilizing .COM” “Mobilizing the Stores”
ACCELERATING MULTI-CHANNEL
MOBILE PRODUCTS TO DATE
SHOPPING LIST
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Q&A #SoLoMo#adtechSF
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CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved
THANK YOU!
Follow-Up info:• Deck availabe at bit.ly/
adtechsolomo• DM @marksilva• Video to be posted online
via adtech & digital.anthemww.com
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