SOLOMO - The convergence of three huge digital trends
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What does SOLMO mean? This presentation explores three of the biggest trends in digital marketing - social, location and mobile. It was originally presented at the Melbourne Business School Digital ...

What does SOLMO mean? This presentation explores three of the biggest trends in digital marketing - social, location and mobile. It was originally presented at the Melbourne Business School Digital Club launch. We hope you enjoy it!

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SOLOMO - The convergence of three huge digital trends Presentation Transcript

  • 1. SOLOMO THREE HUGE DIGITAL TRENDS
  • 2. WHAT IS IT? ANOTHER IRRITATING MARKETING BUZZWORD ! BUT…
  • 3. WHAT IS IT? SOCIAL MOBILE LOCAL THESE THREE TRENDS REALLY ARE A BIG DEAL… ESPECIALLY WHEN YOU COMBINE THEM
  • 4. SOCIAL
  • 5. WHAT IS SOCIAL MEDIA? Social media Interactive Shareable Conversational Dynamic Many-to-many Traditional media Detached Difficult to share Promotional Static One-to-many How is different from traditional media?
  • 6. WHAT IS SOCIAL MEDIA? Favourite definition: “SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS”
  • 7. THE POWER IS SHIFTING BACK TO THE PEOPLE
  • 8. THE POWER OF ONE PERSON • MAKES A VIDEO • OVER 13.9 MILLION VIEWS • STOCK DROPPED BY 10% • COST SHAREHOLDERS $180M United Breaks Guitar by Dave Carrol
  • 9. IT’S COMPLICATED!
  • 10. AUSSIES LOVE SOCIAL MEDIA 65% OF AUSTRALIANS USE SOCIAL MEDIA SOCIAL MEDIA REPORT - YELLOW, 2013
  • 11. AUSSIES LOVE SOCIAL FACEBOOK 95% OF AUSTRALIAN SOCIAL MEDIA USERS USE FACEBOOK SOCIAL MEDIA REPORT - YELLOW, 2013
  • 12. WHEN DO WE USE SOCIAL? SOCIAL MEDIA REPORT - YELLOW, 2013
  • 13. INSIGHT “Test when your posts result in the most reach and engagement. Have you tried posting late at night or early in the morning when usage on social media peaks?”
  • 14. DEVICES USED TO ACCESS SOCIAL SOCIAL MEDIA REPORT - YELLOW, 2013
  • 15. INSIGHT “For the first time in Australia smartphones are the most popular device to access social with. Make sure your campaigns and apps are optimised to work across all devices.”
  • 16. TOP 5 SOCIAL NETWORKS SOCIAL MEDIA NEWS - MAR, 2014 13,200,000 12,600,000 3,650,000 2,500,000 1,600,000
  • 17. INSIGHT “There’s plenty of hype around new social networks such as Pinterest and Instagram, but the reality is that Facebook is the dominant player Australia.”
  • 18. WHICH SITES HAVE WE STOPPED USING? SOCIAL MEDIA NEWS - MAR, 2014 45% 18% 12% 9% 12%
  • 19. INSIGHT “Measure success across different social media networks. If you are not getting results, invest your time elsewhere.”
  • 20. TOP 5 REASONS FOR USING SOCIAL? 1. TO CATCH UP WITH FAMILY & FRIENDS 2. TO SHARE PHOTOS OR VIDEOS 3. TO COORDINATE PARTIES OR EVENTS 4. TO GET INFORMATION ON NEWS & CURRENT EVENTS 5. TO FOLLOW OR FIND OUT ABOUT A BRAND OR BUSINESS SOCIAL MEDIA REPORT - YELLOW, 2013
  • 21. INSIGHT “The most common reason for people using social is catching up with friends and family. Remember this when you plan your content as you are competing against friends and family for share of voice. Always aim to connect with your audience and add value.”
  • 22. THE MOST ENGAGING FACEBOOK POSTS IN BANKING COMM BANK
  • 23. THE MOST ENGAGING FACEBOOK POSTS IN BANKING WESTPAC
  • 24. THE MOST ENGAGING FACEBOOK POSTS IN BANKING COMM BANK
  • 25. THE MOST ENGAGING FACEBOOK POSTS IN BANKING WESTPAC
  • 26. THE MOST ENGAGING FACEBOOK POSTS IN BANKING UBANK
  • 27. THE MOST ENGAGING FACEBOOK POSTS IN BANKING NAB
  • 28. IT’S NOT JUST ABOUT MARKETING • CUSTOMER SERVICE • PUBLIC RELATIONS • SALES • HUMAN RESOURCES • DATA • RESEARCH
  • 29. MAKE PEOPLE PART OF YOUR CAMPAIGNS
  • 30. TOP FIVE SOCIAL TIPS 1. SET CLEAR OBJECTIVES 2. DO FEWER CHANNELS WELL 3. BE AUTHENTIC AND HUMAN 4. GIVE PEOPLE WHAT THEY WANT 5. MEASURE & OPTIMISE EVERYTHING
  • 31. MOBILE
  • 32. WHAT IS MOBILE? You probably think about smartphones but mobile is so much more than that
  • 33. MOBILE PENETRATION SMARTPHONES TABLETS 2010 2013 2018 93% 73% 36% Australians between 15 and 65 Frost & Sullivan 2012 2013 2018 49% 33% Households with at least 1 tablet Frost & Sullivan 80%
  • 34. Gartner predicted that by 2013 mobile phones would overtake PCs as the most common web access device worldwide MOBILE IS BECOMING THE PRIMARY DEVICE
  • 35. MOBILE DEVICES SURPASS DESKTOP IN ONLINE RETAIL vs 45% 44% 11% comScore - June 2013
  • 36. IMPLICATION “Mobile must be a central component of any digital strategy”
  • 37. Tablet users spend 20% more per purchase than on their smartphone INSIGHT comScore - September 2013
  • 38. THERE’S A LOT MORE TO MOBILE THAN JUST INTERNET ON YOUR PHONE • Apps • New ways to capture and share • Payment integration • Location aware • ‘Internet of things’
  • 39. CONNECTED MOBILE OBJECTS
  • 40. WE’RE ENGAGING PEOPLE IN NEW WAYS View project View project View project
  • 41. AUSTRALIA POST: VIDEO STAMP
  • 42. MOBILE DEVICES ARE EVOLVING SMART WATCHES GOOGLE GLASS APPLE CARPLAY OCULUS RIFT
  • 43. “Mobile isn’t just another medium from which users can access your website. It presents new and exciting opportunities to engage with your customers, and do so at the right time and place” KEY TAKEAWAY
  • 44. LOCATION
  • 45. WHAT IS LOCATION MARKETING? “Reaching consumers at the right time, at the right place, with the right message” “Content, media and services adapted to a person’s physical location”
  • 46. LOCATION BASED SERVICES Powered by: ! • GPS • WiFi • Bluetooth Low Energy • iBeacon • NFC
  • 47. BLUETOOTH LOW ENERGY BEACONS Beacons are small devices that broadcast radio signals using Bluetooth Low Energy. ! Smartphones that are nearby communicate with the beacon and deliver content and experiences.
  • 48. PHONES CAN SEE WHAT’S AROUND THEM & PROVIDE CONTENT AT THE RIGHT TIME & PLACE
  • 49. BEACONS IN ACTION - VIDEO
  • 50. WE DECIDED TO BUILD A PRODUCT ! CMS platform that use beacons to deliver content and experiences to people based on proximity to things in the physical world. LIGHTHOUSE View project
  • 51. FOR MARKETING, THE VALUE LIES IN… • More efficient media spend • More relevant messaging • More sales and loyalty
  • 52. BEACON ENABLED ATM’S • LOCATING ATM’S • TARGETED ADS ON SMARTPHONE • IMPROVED SECURITY
  • 53. WESTPAC NZ LEADS THE iBEACON RACE • SPECIAL OFFERS • ALERT STAFF WHEN CUSTOMER ARRIVES • DRIVE INSIGHTS FROM BRANCH ANALYTICS
  • 54. TAKE OUTDOOR ADVERTISING TO THE NEXT LEVEL
  • 55. BACK TO SOLOMO…
  • 56. LET’S RECAP • There is a shift from pushing out messages to engaging consumers with unique and rewarding experiences • SOCIAL, LOCAL, MOBILE are three very important digital trends and are driving marketing and business innovation • When combined they can deliver powerful consumer experiences
  • 57. WHO’S DOING IT WELL? These brands are all experimenting with SOLOMO
  • 58. HARNESS GPS TO DELIVER AN AUGMENTED BRAND EXPERIENCE
  • 59. SYNC YOUR AMEX CARD TO FOURSQUARE AND CHECK-IN FOR DEALS
  • 60. MINI GETAWAY STOCKHOLM
  • 61. MDC FUNDRAISING MOBILE APP Raise funds for breast cancer research when you walk or run. ! All you have to do is get moving. As you walk or run we’ll track your distance and then donate 10c to breast cancer research for every kilometre travelled up to $50,000. ! When you’ve finished your walk or run, share with friends and encourage them to sponsor you.
  • 62. GOOGLE GLASS RACE YOURSELF
  • 63. “THINK ABOUT WAYS ME BANK CAN HARNESS SOLOMO TO ENHANCE THE CUSTOMER EXPERIENCE AND DRIVE DEEPER BRAND ENGAGEMENT” A FINAL THOUGHT
  • 64. THANKS CONNECT WITH ME @bhowden inlight.com.au