2012 may agency : insight presentation: "how solomo is empowering consumers, transforming...
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Philip E. Hendrix, Ph.D., Founder and Director, immrTRANSCRIPT
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How SoLoMo isConnecting Consumers
and Brands to (almost) Everything
Dr. 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 Defined
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From 6 of Separation Always Connected
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Six Elements of Mobile
Devices
Sensors Cloud
Broadband
Apps Internet
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Six Elements of Mobile
Devices
Sensors Cloud
Broadband
Apps Internet
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
Things
Vicinity
Proximity
PlacePosition
Context
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Six Elements of Location
Things
Vicinity
Proximity
PlacePosition
Context
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 Friends
Content
Sentiment
Platforms
Sharing
Networks
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Six Elements of Social
Close Friends
Content
Sentiment
Platforms
Sharing
Networks1 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/Long28.420000,-81.581200
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The Elements of SoLoMo
Mobile Location Social
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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25Source: 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 Micro-location
SoLoMo Filters
Persistent Location Ambient Analytics SoLoMo-driven PEER
Micro Networks SoLoMo Mashups
SoLoMo Yield Management
SoLoMo Curation
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For more perspectives on SoLoMo:
The Local Consumer – an In-depth Mosaic†
The Promise of Hyperlocal: Opportunities for Publishers and Developers
Tuning into Consumers’ Digital Signals
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†
†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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AdditionalSlides
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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