2

How SoLoMo is

Connecting Consumers

and Brands to

(almost) EverythingDr. Phil Hendrix, immr and GigaOm Pro

May 21, 2012

Slides @phil_hendrix

3

Is Your Brand

Connecting?

4

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?

5

SoLoMo and PEERSM

Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing

Personalizing

Engaging Enabling

Rewarding

6

PEER for Brands and Retailers

Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers,

Transforming Shopping and Disrupting Advertising and Retailing

7

Consider the Differences…

vs.

8

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?

9

SoLoMo is Empowering Consumers, Transforming

Shopping and Disrupting Advertising and Retailing

10

SoLoMo (n)

Situated

experiences,

enabled by

mobile,

shared with

others

SoLoMo (n)

Situated

experiences,

enabled by

mobile,

shared with

others

SoLoMo Defined

11

From 6���� of Separation ���� Always Connected

12

Six Elements of Mobile

DevicesDevices

SensorsSensors CloudCloud

BroadbandBroadband

AppsApps InternetInternet

13

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

14

Six Elements of Location

ThingsThings

VicinityVicinity

ProximityProximity

PlacePlacePositionPosition

ContextContext

15

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

16

Six Elements of Social

Close FriendsClose

Friends

ContentContent

SentimentSentiment

PlatformsPlatforms

SharingSharing

NetworksNetworks

17

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)

18

Mobile Tsunami

19

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

21

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

����

23

The Elements of SoLoMo

MobileMobile LocationLocation SocialSocial

X X

24

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

25

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

26

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

29

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

31

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

32

Mobile Broadband – Wherever You Go

33

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

34

Mobile Apps – The Avalanche

1.2b# of apps downloaded

Dec. 25-31, 2011