Using SoLoMo (Social+Location+Mobile) Using SoLoMo (Social+Location+Mobile) to to

Promote Business DigitallyPromote Business Digitally

Madanmohan Rao, IndiaComMadanmohan Rao, IndiaCom

http://twitter.com/MadanRaomadan@techsparks.com

New Languages of Digital MediaNew Languages of Digital Media

Tweeple, tweetups, twitterverse, megatwendTweeple, tweetups, twitterverse, megatwend TextmateTextmate FlirtextatiousFlirtextatious ObseSMSedObseSMSed Textiety, text addictTextiety, text addict The Golden Age of App-ortunity!The Golden Age of App-ortunity!

Promotions Through Multiple MediaPromotions Through Multiple Media Paid mediaPaid media

– Mainstream media: TV, radio, newspapers, magazinesMainstream media: TV, radio, newspapers, magazines– Reference media: yellow pages (print, online; list, search)Reference media: yellow pages (print, online; list, search)

Owned mediaOwned media– Internet: Web site, emailInternet: Web site, email– Mobile: shortcode, permission marketingMobile: shortcode, permission marketing

Earned mediaEarned media– Social media: LinkedIn, Twitter, YouTube, Facebook, Social media: LinkedIn, Twitter, YouTube, Facebook,

WikipediaWikipedia

Internal Media: Digital OpportunitiesInternal Media: Digital Opportunities InformationInformation

– Databases, portals, documentationDatabases, portals, documentation MonitoringMonitoring

– Sensors, RFID, M2M networksSensors, RFID, M2M networks CommunicationCommunication

– Newsletters, social mediaNewsletters, social media CollaborationCollaboration

– Co-creationCo-creation

The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media

ConnectivityConnectivity ContentContent CommunityCommunity CultureCulture CapacityCapacity CooperationCooperation CommerceCommerce CapitalCapital

The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media ConnectivityConnectivity

– Connectivity, bandwidth, devices, platform, interfaces, standards, Connectivity, bandwidth, devices, platform, interfaces, standards, portal; costs, tariffs, fees; licensesportal; costs, tariffs, fees; licenses

ContentContent– Language, mode (voice/SMS/multimedia). Creation, classification, Language, mode (voice/SMS/multimedia). Creation, classification,

archival, retrieval, trackingarchival, retrieval, tracking CommunityCommunity

– Target audience. Interest/vocational communities, levels of affinity, Target audience. Interest/vocational communities, levels of affinity, online/offline, evolution of communitiesonline/offline, evolution of communities

CultureCulture– Trust, support, learning organisationTrust, support, learning organisation

The “8 Cs” of Digital MediaThe “8 Cs” of Digital Media CapacityCapacity

– Roles, organisational support, training, HR; outsourcingRoles, organisational support, training, HR; outsourcing CooperationCooperation

– Between departments, units; with customers/partners, Between departments, units; with customers/partners, industry, external institutes (eg academia)industry, external institutes (eg academia)

CommerceCommerce– Transactions, incentivisation, payment, monetisationTransactions, incentivisation, payment, monetisation

CapitalCapital– Investments into knowledge communication, RoI metricsInvestments into knowledge communication, RoI metrics

Social Media: Spectrum of ActivitiesSocial Media: Spectrum of Activities

Level I: filter, rate, tag, relayLevel I: filter, rate, tag, relay Level II: social profiling, social networkingLevel II: social profiling, social networking Level III: remix, modify, mashupLevel III: remix, modify, mashup Level IV: compose original content, applicationsLevel IV: compose original content, applications Level V: collaboratively create content, Level V: collaboratively create content,

applicationsapplications Level VI: online + offline (eg. “tweetups”)Level VI: online + offline (eg. “tweetups”)

Network power proportional to # of members,Telecom/broadband density correlates with GDP

Propaganda, Influence,Framing/de-coding,Mobilisation/confrontation,“Foreign factor”

Manuel Castells: two-way “mass self-communication”,Compressor/accelerator/ catalyst/amplifier,Tipping point

Information designMedia reach v/s richnessTaxonomy, ontology, folksonomyUsability, testing; localisation

Cultivation, Gatekeepers, Structural flows of international news, Agenda-setting

Maturity Levels of Maturity Levels of SoLoMo Media in BusinessSoLoMo Media in Business

Media neutral/phobicMedia neutral/phobic Media awareMedia aware Media capableMedia capable Media centricMedia centric Media transformedMedia transformed

Brand ComponentsBrand Components

ExperienceExperience ValueValue AttachmentAttachment Events, processes, activitiesEvents, processes, activities Campaigns, communities, conversationsCampaigns, communities, conversations Customer “watering holes”Customer “watering holes”

““Brands should join the Conversation Economy.Brands should join the Conversation Economy.””

- - Jody TurnerJody Turner

Founder, CultureOfFuture.comFounder, CultureOfFuture.com

Metrics: Assessing Metrics: Assessing Impacts of SoLoMo Media Impacts of SoLoMo Media

Activity metricsActivity metrics Process metricsProcess metrics Knowledge metricsKnowledge metrics People metricsPeople metrics Business metricsBusiness metrics

The Road AheadThe Road Ahead

Take a look at your competition and Take a look at your competition and counterparts in SoLoMo spacecounterparts in SoLoMo space

Look outside your industryLook outside your industry Focus on back channel and main channelFocus on back channel and main channel Not all SoLoMo media are created equalNot all SoLoMo media are created equal Not all SoLoMo media will remain the sameNot all SoLoMo media will remain the same

Business and SoLoMo: ChallengesBusiness and SoLoMo: Challenges

Digital media fatigueDigital media fatigue Need to move from ‘busy’ metrics to ‘engaged’ Need to move from ‘busy’ metrics to ‘engaged’

metricsmetrics Going beyond tactical benefits to strategic Going beyond tactical benefits to strategic

benefitsbenefits Moving from ‘social business’ to ‘better business’Moving from ‘social business’ to ‘better business’

Digital Media: Partnership StrategiesDigital Media: Partnership Strategies

Presence across mediaPresence across media Trusted brand in the industryTrusted brand in the industry Synergies between multiple mediaSynergies between multiple media Networked with leading digital playersNetworked with leading digital players Expertise in content creationExpertise in content creation Excellence in search engine optimisationExcellence in search engine optimisation Invests in education of the marketInvests in education of the market

POI,Landmark

   

BUSINESS PHOTOS

WALK THROUGH VIEW

SHOP FRONT PHOTOS

Multi dimensional

ENHANCED INFOMATION

Category Specific Additional Information

GEO-CODES

Lat-Long Co-ordinates

BASIC Business LISTING

Name, Address, Phone & Business Category

Digital Content Pyramid

Mobile web pagesMobile web pages

Questions?Questions?

Email: Email: madan@techsparks.comTwitter: Twitter: http://twitter.com/MadanRaoBlogs: Blogs: http://mobile.techsparks.com