using solomo (social+location+mobile) to promote business digitally madanmohan rao, indiacom ...
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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/[email protected]
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: [email protected]: Twitter: http://twitter.com/MadanRaoBlogs: Blogs: http://mobile.techsparks.com