SoLoMo social-local-mobile -as coined by venture capitalist John Doerr. the new consumer shops and experiences brands with social, location-aware, and mobile technology. Social tools like Facebook and Twitter Local search and reviews with Yelp, Google Places Mobile smartphones and tablets
Smartphone Owners Smartphones in context (from Pew Internet) 83% of all American adults ages 18 and older own a cell phone. Of these cell phone owners, 42% own a smartphone, which translates to 35% of all adults. 59% of smartphone owners use their phone to access social networking sites (the SO in SoLoMo!)
SMARTPHONES - benefits The vast majority of business people are now smartphone users. more opportunities for business important information can be accessed, edited or responded to from anywhere Smartphones are portable and powerful and are usually with you. Valuable tool for business owners and staff to stay connected with their audience.
Opportunities for Small Businesses Consumers are no longer limited to their desktop or laptop computers – their use of smartphones gives businesses the opportunity to reach them 24/7.
Mobile Shopping A recent survey revealed that mobile internet users prefer shopping on a mobile device rather than a laptop due to the ease and convenience. May 2011
Mobile Shopping – How? eBay — customers spent nearly $2 billion using their mobile phones in 2010, a 175% leap over 2009. Taco Bell — gives people directions to the nearest Taco Bell on their handset. What better way to get a customer in the door. Starbucks – Starbucks offers the nation’s largest mobile payment network - a “touch to pay” system that allows the customer to pay with their smartphone, which is always with them.
What about MY business? Most of the same technologies that large corporations and retail chains are using to interact with their customers is available to small business owners for FREE.
Local Businesses Using Technology Tess Challis, a local author of Vegan cookbooks and a nutrition advisor, uses a blog, Facebook and an electronic newsletter (eNews) to interact with her audience and build a customer base who promotes her book and workshops through their own social networks. Using social media, Tess connected with a photographer who provided professional photos of the meals she cooked using Tess’s recipes.
Technology: Using Facebook to Share Information
Another Local Business Using Technology West Davies/Jim Smith Realty West Davies – prolific internet presence! Posts local Pagosa Springs photos and videos on Facebook and YouTube Tweets local information Created a Pagosa Springs tweet group Finds articles to share online with his audience His blog is called “All Things Pagosa” The reward?
One reward is Customers... Customers return to West Davies’ pages to find out about Pagosa Springs.
The SOCIAL in SoLoMo… Local Radio Shack or WalMart A business who interacts with customers or A business closed to online audience Which one will thrive with SOCIAL?
Localization MarketingThe LOCAL in SoLoMo… Google has strengthened their position in local search Recent purchase of Zagat Competing with web-native companies like Yelp, particularly for high-volume searches for restaurants and hotels. From local reviews on Google or your local online paper, your customer is able to find information about you — unless you have not made yourself easily found online.
Localization Marketing – Get Found! A new potential customer with a smartphone may do the following: Look for a business close by. Read the reviews. Take a look at your site or menu or hours Get directions
Smartphones make local search EASY On a smartphone with Google, simply type search term, then click Places for local results.
LOCAL What happens on Click? Find the business Read a Review View menu Get directions
Localization Marketing - Are you There? Take a look at your restaurant or business from the customer’s perspective. Can your customer find you easily? Do you have good reviews? Are you offering any check-in discounts or promotion? Are your business hours and phone number clearly stated? What would make you stand out from your competition a block or two away?
The MOBILE in SoLoMo… Smartphones are way more than phones… Function as mini-computers Custom notifications to know when you’ve been contacted Many SOCIAL apps to connect with customers Portable and Mobile:carried in pockets and purses of your audience
How do we evolve from a Desktop site to a Mobile site?
One Internet Web designers and developers should consider the user from a more flexible viewpoint and plan better, more robust online experiences. Be wary of browser-specific or device-specific applications Proprietary versus Open technologies Mobile Web Best Practices (W3C)
The ‘Mobile First’ Principle -from Eric Schmidt, former Google CEO Websites are still largely being designed primarily for desktop use. This causes problems down the road when it’s finally decided to create a mobile site, and designers and developers are forced to work “backwards”. New businesses should build for mobile FIRST. Existing businesses should re-think their sites.
The ‘Mobile First’ Principle Switch to mobile. Users are – so should your business site.Studies are showing that eventually we won’t even need traditional versions of desktop-optimized sites. Clarify your message.What needs to be included and what doesn’t? Mobile web design tends to be clutter-free. Include only what’s necessary. Make sure it’s readable, and make sure it works. Know the user. Creating a mobile website can be an enlightening exercise for your business message, as well as a chance to re-evaluate your quick-pitch. Add “nice-to-have” capabilities or design elements as you move to desktop site versions. Consider the substance of a site before navigation and fancy widgets.
The ‘Mobile First’ Principle Clarify your message; make mobile clutter-free.
Embrace Mobile.(It’s here to stay.) What does your site look like on a mobile device? Are there small things you can change to make your existing site more mobile-friendly? Have you considered a site re-design with a mobile option?
SoLoMoReviewsocial-local-mobile Social tools Allow us to connect with customers and achieve higher search engine rankings Local Search/Location AwareCustomers are doing more and more local search.Get found through location-aware technology. MobileMobile sites and tools to help your businesses benefit from device portability.
How to make the most of Portable devices Smartphones are mobile – the MO in SoLoMo. Provide opportunities for customers to get the information they want into their smartphones as quickly and easily as possible.
QR Codes Quick Response codesSimilar to bar codes but originally designed by a subsidiary of Toyota for the automotive industry to track vehicles during the manufacturing process. The system has become popular due to its
Take Advantage of Portable deviceswith APPS Provide opportunities for consumers to get the information they want into their smartphones as quickly and easily as possible.
There’s an App for Apps! When you’re on the road and need to stay in touch with your customers and employees, mobile apps allow you to do so in a much faster and more effective manner. There are even mobile apps that allow you to remotely connect to and control your home or work computer!
Apps for Business Productivity Business Apps have their own category in the Google Marketplace and Amazon Appstore. Time tracking Expense tracking Social Media/Blog/Video posting apps Google Calendar, Mail, Docs Camera to PDF document to send or share
Apps for Customers Apps make it easy for customers to use your services, find your products or interact with you. Pizza Hut app to order through smartphone Amazon MP3 download app Parelli Connect app for horse training Small business apps for services
One Ohio-based online company offers guitar and bass lessons via a custom-developed app.
Smartphone Technology SoLoMo=Social, Local, Mobile Social ToolsConnect with Customers LocalizationGet Found Locally Mobile Access; Mobile Technology Mobile Sites, QR Codes, Apps Is that where the technology ends?
Near Field Communications (NFC) Newest smartphones are equipped with Near Field Communications (NFC) technology.
Similar to Bluetooth, but more options and encryption
Data is transmitted securely via a tapto a NFC device
Near Field Communications - Wallet Why is Google Wallet significant? It’s the real-world version of Amazon 1-click (one-tap) The tap has the potential to be a smart tap – linking payments to contextual information: account balance loyalty cards - reward balance coupons - how much did you save? gift cards receipts
Google Wallet Tap phones by NFC device to: Pay get on plane or bus Download videos or product information Exchange contact info with other NFC smartphones Service and Convenience Offer coupons and promotions via NFC use underlying analytics to understand your customer on a more detailed level. Know your Customers Find out their spending patterns, what they like, how often they respond to offers and much more. Use the information to tailor offers with more intelligence and relevance.
Near Field Communications – Travel! e-Travel Documents via NFC: e-Passports e-Visas baggage receipts Itineraries immigration forms can be stored electronically on a smartphone and retrieved without an internet connection.
Google Wallet – Changing the Paying Field PayPal Verifone Visa MasterCard NFC mobile payments will have limited implementation to begin with, but are set to go mainstream once big-name supermarket brands adopt NFC technology. "Having a wallet on my phone has made it much more convenient to make purchases on the move and I like that it allows me to keep track of what I'm spending as I go."
Near Field Communications – Unlock it! Yale, one of the oldest brands offering locking solutions, has come bang up-to-date by developing a lock that is opened via NFC.