Post on 17-Oct-2014
description
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How SoLoMo is
Connecting Consumers
and Brands to
(almost) EverythingDr. Phil Hendrix, immr and GigaOm Pro
May 21, 2012
Slides @phil_hendrix
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Is Your Brand
Connecting?
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First, a few cases…Which site…
…reached 10m U.S. monthly unique visitors
faster than any independent site in history?
… is generating more referral traffic to websites
than YouTube, Google+, and LinkedIn combined?
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SoLoMo and PEERSM
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing
Personalizing
Engaging Enabling
Rewarding
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PEER for Brands and Retailers
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers,
Transforming Shopping and Disrupting Advertising and Retailing
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Consider the Differences…
vs.
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Which one…� Is with you when you (fill in the blank)?
� Do you use to “share the moment?”
� Knows where you are?
� Recognizes what’s around you?
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SoLoMo is Empowering Consumers, Transforming
Shopping and Disrupting Advertising and Retailing
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SoLoMo (n)
Situated
experiences,
enabled by
mobile,
shared with
others
SoLoMo (n)
Situated
experiences,
enabled by
mobile,
shared with
others
SoLoMo Defined
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From 6���� of Separation ���� Always Connected
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Six Elements of Mobile
DevicesDevices
SensorsSensors CloudCloud
BroadbandBroadband
AppsApps InternetInternet
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Six Elements of Mobile
DevicesDevices
SensorsSensors CloudCloud
BroadbandBroadband
AppsApps InternetInternet
90%Keep smartphone w/in arms length3
1.2BApps downloaded 12/25-12/312
53%US subscribers own smartphone1
Sources: 1 Pew Research; 2 Flurry; 3Edison/Arbitron
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Six Elements of Location
ThingsThings
VicinityVicinity
ProximityProximity
PlacePlacePositionPosition
ContextContext
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Six Elements of Location
ThingsThings
VicinityVicinity
ProximityProximity
PlacePlacePositionPosition
ContextContext
74%US smartphone owners use their
phone to get real-time location info1
20xMobile users 20x more likely to click
on a map than desktop users3
60%Search on their smartphone daily2
Sources: 1 Pew Research May 2012; 2 Google; 3Razorfish
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Six Elements of Social
Close FriendsClose
Friends
ContentContent
SentimentSentiment
PlatformsPlatforms
SharingSharing
NetworksNetworks
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Six Elements of Social
Close FriendsClose
Friends
ContentContent
SentimentSentiment
PlatformsPlatforms
SharingSharing
NetworksNetworks1 in 7Facebook accounts for
1 in 7 mins. spent online1
$1BFacebook has agreed to
pay for Instagram2
2.5xLTV of a visitor referred from
Facebook vs. Google3
Sources: 1 Comscore; 2 Flurry; 3Ben Elowitz (Wetpaint)
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Mobile Tsunami
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The Cloud – Elastic, Real-time, Massive Scale
Search
• Auto-complete
• Google Instant
• Proximity Search
• Image Search
• Personalized SERs
Augmented Reality Messages,
Ads, and Offers
Big Data +
Algorithms
Location
Social
History
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Mobile Sensors – Digital and Physical Intersect
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Location - fundamentally, Lat/Long….
Examples:
28.420000,
-81.581200
and
28.39267,
-81.570847
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… but much richer than mere coordinates
Lat/Long
28.420000,
-81.581200
����
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The Elements of SoLoMo
MobileMobile LocationLocation SocialSocial
X X
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Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals
Consumers’ Digital Signals
Digital Channels
Traces produced
as consumers
interact with Digital
Channels
Internet•Websites
•Microsites
• Search
•Ads
Social•Publish
• Share
•Discuss
•Review
Mobile•Apps
• Location
•2D codes
•NFC
Interactive • Social TV •OOH
Digital Signals
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Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals
Consumers’ Digital Signals
Why are Digital Signals so Important?
In real"time, on a massive scale, at no cost,
Digital Signals reveal:
ConnectionsContextLocation
Consumers’• Attitudes
• Interests
• Opinions
• Motivations
• Values
• Activities
• Experiences
• Questions
• Connections
• Plans/Intentions
• Responses
• (Dis)satisfaction
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Examples of SoLoMo Innovation
Good
Push
“Social signals are by far the strongest way to
determine what content the mobile audience
will engage with at any point in time.”Tobias Peggs, OneRiot (acquired by WalmartLabs July 2011)
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10 Trends Shaping the Future of SoLoMo
Hyper-local Audiences� Hyper-local Audiences
Micro-location� Micro-location
SoLoMo Filters� SoLoMo Filters
Persistent Location� Persistent Location
Ambient Analytics� Ambient Analytics
SoLoMo-driven PEER� SoLoMo-driven PEER
Micro Networks� Micro Networks
SoLoMo Mashups� SoLoMo Mashups
SoLoMo Yield Management� SoLoMo Yield Management
SoLoMo Curation� SoLoMo Curation
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For more perspectives on SoLoMo:
The Local Consumer – an In-depth Mosaic†
The Promise of Hyperlocal: Opportunities The Promise of Hyperlocal: Opportunities
for Publishers and Developers
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers,
Advertising and Retailing
How SoLoMo is Empowering Consumers,
Transforming Shopping, and Disrupting
Advertising and Retailing
Location – the Epicenter of Mobile Innovation
Social + Location + Mobile: SoLoMo Analytics
and the Transformation of Shopping
Social + Location + Mobile: SoLoMo Analytics
and the Transformation of Shopping†
†Forthcoming
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Thank you!
� Dr. Phil Hendrix
� Founder and Director, immr
� Analyst, GigaOm Pro
� Research Director, Wireless Innovation Council
@phil_hendrix www.immr.org
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Additional
Slides
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Mobile Devices – Truly Radical Innovation
53%Percent US subscribers own smartphone
80%Recent purchasers age 18-34 buy smarthphones
> 90%Keep their smartphone w/in
arms length all/most of the time
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Mobile Broadband – Wherever You Go
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Mobile – The Internet in your Pocket
“Before the iPhone,
cyberspace was
something you went
to your desk to visit...
now cyberspace is
something you carry
in your pocket.”
Paul Saffo
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Mobile Apps – The Avalanche
1.2b# of apps downloaded
Dec. 25-31, 2011