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How SoLoMo isConnecting Consumers

and Brands to (almost) Everything

Dr. Phil Hendrix, immr and GigaOm ProMay 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

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 SignalsHow 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