Ad:Tech SF SoLoMo Presentation
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Ad:Tech SF SoLoMo Presentation

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An all-star big brand session presented during ad:tech SF 2012 April 3, 2012 led by Anthem Worldwide's Mark Silva with Citi's Vanessa Colella, Walmart's Paul Cousineau, The Weather Channel's Bill ...

An all-star big brand session presented during ad:tech SF 2012 April 3, 2012 led by Anthem Worldwide's Mark Silva with Citi's Vanessa Colella, Walmart's Paul Cousineau, The Weather Channel's Bill Drolet, and Walgreen's Adam Kmiec.

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Ad:Tech SF SoLoMo Presentation Ad:Tech SF SoLoMo Presentation Presentation Transcript

  • {SoLoMo}The Revolutionary New Convergence of Social + Local + Mobile
  • SPEAKERS Vanessa Paul Bill Adam Colella Cousineau Drolet Kmiec Head of North VP of Mobile VP Digital Ad Sales Director, Social America Marketing Products, Global The Weather Media Citibank eCommerce Group Channel Walgreens Walmart CompaniesProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 2 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • INTRODUCINGSOLOMO For the next hour we’re going to talk about: • Defining SoLoMo looking at dynamics of each area and of their intersection • Emerging behaviors around Session Moderator different devices @MARKSILVA • Hear from three big brands how they’re leveraging SoLoMo #AdTechSF #SoLoMo to win • Let’s do thisProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 3 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES View slide
  • EARLIEST RECORDED SOUND WAS According to Neil Postman in Amusing Ourselves to Death POETRY... news has become sensational to maintain relevanceProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 4 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES View slide
  • SOLOMO Credit: Kleiner Perkin’s John Doerr Not one platform butProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 5 combination of them CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • DEFINING: SOLOMOProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 6 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • ZUCK’SLAW Y = 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 beforeProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 7 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • MOBILE’S KILLER APPS MOBILE APPS & THE SOLOMO INTERSECTION YOUTUBE GOOGLE SEARCH GOOGLE VOICE FACEBOOK GOOGLE MAPS GMAIL PANDOR RADIO THE WEATHER CHANNEL GROUPON WORDS WITH BARCODE SCANNER FRIENDS FACEBOOK TWITTER MESSENGER FOURSQUARE SHOPKICK YELP MOVIES BY FLIXTER TALK - TEXT TO VOICE LIVINGSOCIAL DROPBOX WEATHERBUG 28 OF THE TOP WORDS WITH GAS BUDDY 50 APPS HAVE FRIENDS FREE GOOGLE + FANDANGO A SOCIAL & OR REDBOX SKYPE LOCAL STREETVIEW COMPONENT SOCIAL LOCALSource: Nielsen Q4 2011 P30-Day Used Phone for ShoppingProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 8 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • THREEHORSEMENOF MOBILE Srry, Prolly Not RIMProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 9 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • SMARTPHONESHOPPERDiscovery and purchasebehaviorsSource: Nielsen  Smartphone  Analy2cs,  December  2011  IOS  &  ANDROID  Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 10 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • AND THENTHERE’STHETABLETSources: comScore and Intermedia October 2011Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 11 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • IPAD:THEFASTEST-RAMPINGDEVICESources: Apple, Mary Meeker, KPCB 2011Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 12 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • CUDDLE UP MEDIUMSource: Nielsen Q3 2011 Connected Device ReportProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 13 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • FITS-IN MEDIUM 89% 82% 80% 76% 47% 49% 39% 43%Source: Nielsen Q3 2011 Connected Device ReportProprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved 14 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • • Shipments of smartphones & tablets passed desktops/ laptopsSOLOMO • US mobile searches grew 4X last year • Google forecasts $2.3 BN 2011BY THE mobile revenues; 1 in 3 mobile searches are local • Converts like crazy: afterNUMBERS searching for a local business, 61% of users called and 59% visited • 74% of consumers have purchased as result of using smartphone while shoppingCredit: Mary Meeker @Google’s Think Mobile 2/10/11Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 15 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • BIG IDEASHIDING INSOLOMOProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 16 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • SOLOMO’SBIGGESTTHREAT:PRIVACYSource: Nielsen Q3 2011Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 17 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • SoLoMo: The Revolutionary New Convergence of Social + Local + Mobile Adam Kmiec Director, Social MediaProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • WE THINK OF SOCIALIN TERMS OF SIGNALS
  • MAKING CONTENT REAL AND LOCAL“So” “Lo” Networks Platforms Where I Am Actions What I’m Doing Behaviors Often Apps GPS Unrealized SMS RTM Opportunity “Mo”
  • WE LOOK TO TAP INTO NATURAL BEHAVIORS
  • WE MADE FLU SHOTSEXCITING &MEANINGFUL
  • 2011 FLU SHARE OF VOICE FY2011
  • 2012 FLU SHARE OF VOICE
  • RETURN ON AMAZING + RETURN ONINVESTMENT
  • SIMPLE, NATURAL AND REAL VALUE
  • SoLoMo: The Revolutionary New Convergence of Social + Local + Mobile Vanessa Colella Head of North America Marketing, Citi Bill Drolet VP Digital Ad Sales, The Weather ChannelProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} STRATEGY 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 levelProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 30 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 31 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} STRATEGY 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 levelProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} CROSS-PLATFORM CONVERSATION Cable The launch of TWC Social, brought to you by Citibank, on August 11, 2011 was unprecedented First time cross-platform Twitter aggregation on a single topicProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} THE WEATHER STORY Regardless of the Weather Average 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 propertiesProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} LOCAL RELEVANCY WHEN IT MATTERS THE MOSTBecause connecting with friends, neighbors and loved ones becomes critical in severe weather, TWC drove traffic to weather.com/social across all platforms Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} PERSONALLY RELEVANT CREATIVEProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} PERSONALLY RELEVANT CREATIVEProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo}Engaging consumers in a two-way conversation… ENGAGEMENT • 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 siteDriving 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 relevancySurrounding consumers no matter where they happen to be and enriching theirdaily 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 normsProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • {SoLoMo} INDUSTRY BUZZProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • SoLoMo: The Revolutionary New Convergence of Social + Local + Mobile Paul Cousineau VP of Mobile Products, Global eCommerce GroupProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • MOBILIZING .COM
  • “Mobilizing .COM” “Mobilizing the Stores”
  • ACCELERATINGMULTI-CHANNEL
  • MOBILE PRODUCTS TO DATE
  • SHOPPING LIST
  • Q&A #SoLoMo #adtechSFProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 51 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES
  • THANK Follow-Up info: • Deck availabe at bit.ly/ adtechsolomo • DM @marksilvaYOU! • Video to be posted online via adtech & digital.anthemww.comProprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 52 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES