"SOLOMO Ecosystem" by Ysobel Hamidjojo 2013. Updated description as of Nov 7, 2015.
THE ROLE OF DIGITAL AND SOCIAL MEDIA IN SUCCESSFUL EXPERIENTIAL MARKETING
It’s purposeful, targeted, and doesn’t have to break the bank. Today’s smartest brands aren’t marketing themselves; they’re championing a purpose.
1. The use of technology to boost the amazing experiences created with Social Programs and Campaigns with the purpose of driving engagement and interaction. For example, live streaming events through Periscope is an excellent channel to experience the event through live video and real time chat with on-site and online attendees. The role of digital, in this case, is not meant to be the core of experience but as the facilitator between brand and the consumer.
2. The use of mobile for geo-targeting and real-time social content has gained significance in driving ground in experiential marketing with the best of check-in rewards, and geo-experience. For example, it takes just seconds to explore any audience by location on an app called Ground Signal. The role of digital, in this case, would be to leverage technology capabilities in order to find influencers and engagers highly relevant to the brand; and through Ground Signal, we are able to search real-time location-based for influencer discovery and engagement, local trends, and insights and analytics.
3. The use of analytics in 360° integration of digital media, traditional media, and experiential marketing brings the need to measure user-brand encounter to a higher level. For example, social mentions, check-ins, reviews, PR, blogs, and hashtag tactics move specific KPIs that contribute to overall experiential marketing success. The role of digital, in this case, is to serve as a measurement infrastructure enabling both manual and automated management such as Natural Insight, Sysomos, Synthesio, Brandwatch, and Radian6.