Ad:Tech SF SoLoMo Presentation

The Revolutionary New Convergence of Social + Local + Mobile

{SoLoMo}

CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved

SPEAKERS

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Vanessa ColellaHead of North America MarketingCitibank

Bill DroletVP Digital Ad Sales The Weather Channel Companies

Paul CousineauVP of Mobile Products, Global eCommerce GroupWalmart

Adam KmiecDirector, Social Media Walgreens


INTRODUCING SOLOMOFor the next hour we’re going to talk about:

• Defining SoLoMo looking at dynamics of each area and of their intersection

• Emerging behaviors around different devices

• Hear from three big brands how they’re leveraging SoLoMo to win

• Let’s do this3

#AdTechSF #SoLoMo

Session Moderator@MARKSILVA


EARLIESTRECORDED

SOUND WASPOETRY...

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According to Neil Postman in Amusing Ourselves to Death news has become sensational to maintain relevance


SOLOMO Credit: Kleiner Perkin’s John Doerr

Not one platform but combination of them

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CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCESProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 6

DEFINING: SOLOMO


ZUCK’SLAWY = C *2^X — Where X is time, Y is what you will be sharing and C is a constant.

In human language: every year internet users will share twice as much information as the year before

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MOBILE’S KILLER APPS

8Source: Nielsen Q4 2011 P30-Day Used Phone for Shopping

FACEBOOK

GROUPON

TWITTERFOURSQUARE

YELPLIVINGSOCIAL

GOOGLE +

YOUTUBEGOOGLE VOICE

GMAIL PANDOR RADIO

WORDS WITH FRIENDS FACEBOOK

MESSENGER

TALK - TEXT TO VOICE

WORDS WITH FRIENDS FREE

SKYPE

DROPBOX

GOOGLE SEARCH

GOOGLE MAPS

THE WEATHER CHANNEL

BARCODE SCANNER

SHOPKICK

MOVIES BY FLIXTER

WEATHERBUGGAS BUDDY

FANDANGOREDBOX

STREETVIEW

28 OF THE TOP50 APPS HAVEA SOCIAL & OR

LOCAL COMPONENT

MOBILE APPS & THE SOLOMO INTERSECTION

SOCIAL LOCAL


THREEHORSEMENOF MOBILE

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Srry, Prolly Not RIM


SMARTPHONESHOPPERDiscovery and purchase behaviors

10Source: Nielsen Smartphone Analy2cs, December 2011 IOS & ANDROID


AND THEN THERE’S THE TABLET

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Sources: comScore and Intermedia October 2011


IPAD:THE FASTEST-RAMPING DEVICE

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Sources: Apple, Mary Meeker, KPCB 2011


Source: Nielsen Q3 2011 Connected Device Report

CUDDLE UP MEDIUM


FITS-IN MEDIUM

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Source: Nielsen Q3 2011 Connected Device Report

89%82%

80%76%

47%49%

39%43%


SOLOMO BY THE NUMBERS

• Shipments of smartphones & tablets passed desktops/laptops

• US mobile searches grew 4X last year

• Google forecasts $2.3 BN 2011 mobile revenues; 1 in 3 mobile searches are local

• Converts like crazy: after searching for a local business, 61% of users called and 59% visited

• 74% of consumers have purchased as result of using smartphone while shopping

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Credit: Mary Meeker @Google’s Think Mobile 2/10/11


BIG IDEAS HIDING IN SOLOMO

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SOLOMO’S BIGGEST THREAT: PRIVACY

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Source: Nielsen Q3 2011


Adam KmiecDirector, Social Media

SoLoMo: The Revolutionary New Convergence of Social + Local

+ Mobile

WE THINK OF SOCIAL

IN TERMS OF SIGNALS

MAKING CONTENT REAL AND LOCAL

AppsGPSSMSRTM

NetworksPlatformsActions

Behaviors

Where I AmWhat I’m Doing

Often UnrealizedOpportunity

“Lo”

“Mo”

“So”

WE LOOK TO TAP INTO NATURAL

BEHAVIORS

WE MADE FLU SHOTS EXCITING & MEANINGFUL

2011 FLU SHARE OF VOICE

FY2011

2012 FLU SHARE OF VOICE

RETURN ON AMAZING + RETURN ON INVESTMENT

SIMPLE, NATURAL AND REAL VALUE


Vanessa ColellaHead of North America Marketing, Citi

Bill DroletVP Digital Ad Sales, The Weather Channel


+ Mobile


Banking no longer stops at the doors of our branches, or the pages of our own websites

Citi is reimagining banking for the way consumers live today

We are partnering deeply to take relevance and engagement to a new

level

{SoLoMo} STRATEGY

{SoLoMo}


The launch of TWC Social, brought to you by Citibank, on August 11, 2011 was unprecedented

Cable

First time cross-platform Twitter aggregation on a single topic

CROSS-PLATFORM CONVERSATION

{SoLoMo}


Regardless of the WeatherAverage of 105,000 tweets captured each day

East Coast Earthquake (August 2011) 95,000 tweets in one hour

Hurricane Irene (September 2011) 700,000 tweets in one day

Snowtober (October 2011) 400% increase in tweets sent from TWC properties

THE WEATHER STORY


Because connecting with friends, neighbors and loved ones becomes critical in severe weather, TWC drove traffic to weather.com/social across all platforms

{SoLoMo} LOCAL RELEVANCY WHEN IT MATTERS THE MOST

{SoLoMo}


PERSONALLY RELEVANT CREATIVE


{SoLoMo} PERSONALLY RELEVANT CREATIVE


Engaging consumers in a two-way conversation…

• Consumers visiting social weather pages spend more than 2x the average time spent on site

• Visitors interacting (tweeting) on the page spend more than 3x the average time spent on site

Driving local engagement and simplifying consumers lives…

• Creative that is personally and locally relevant to consumers received a 200%-400% lift in average click-through rates

• Weather events (e.g., hurricanes) and holiday planning provided key opportunities to take advantage of traffic spikes of 200-300% and drive relevancy

Surrounding consumers no matter where they happen to be and enriching their daily lives through personally relevant content …

• In general, Mobile proved to be 3-4X more successful at positively impacting brand metrics for the overall audience

• Mobile messaging achieved a 250% lift in purchase intent and a 116% lift in message association above industry norms

{SoLoMo} ENGAGEMENT


{SoLoMo} INDUSTRY BUZZ


Paul CousineauVP of Mobile Products, Global eCommerce Group


+ Mobile

MOBILIZING .COM

“Mobilizing .COM” “Mobilizing the Stores”

ACCELERATING MULTI-CHANNEL

MOBILE PRODUCTS TO DATE

SHOPPING LIST


Q&A #SoLoMo#adtechSF

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THANK YOU!

Follow-Up info:• Deck availabe at bit.ly/

adtechsolomo• DM @marksilva• Video to be posted online

via adtech & digital.anthemww.com

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Ad:Tech SF SoLoMo Presentation

Business

Transcript of Ad:Tech SF SoLoMo Presentation