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SOLOMO BUSINESSES –
    TODAY AND TOMORROW…



    Mac Ling
    iCrossing
    Director, Mobile
    SMX Advanced Seattle 2011

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   1
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   2
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   3
Group
                   Messaging

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   4
The explosion occurred a short three
   months ago…




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   5
In a quaint, little town in Texas…




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   6
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   7
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   8
So tell me… what is Group Messaging?




                                           Group Messaging Spectrum of Privacy




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                               9
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   10
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   11
Conference Calls




            Group Messaging




                                                              Location Sharing
                          Photo Sharing



COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                               12
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   13
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   14
Longevity and engagement
provide deeper insight into the group’s
interests




COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   15
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   16
However, relevance has a shelf-life.

So we have to be nimble enough to
communicate to consumers in the
decision stage of the purchase funnel.



 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   17
What Do We Have Here?

                                                     1.   A Group with Shared Interests
                                                     2.   Location Information
                                                     3.   Contextual Information
                                                     4.   Immediacy of Fulfilling Need

                                                     And ULTIMATELY:
                                                     A Qualified Lead!
                                                     How Do We Use This?

                                                     1. Provide a Targeted Offer To
                                                        the Pod
                                                     2. Future Group Buying Deals
                                                     3. Merchants Can Bid for This
                                                        Group’s Patronage



COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                                        18
Is this the
                    SoLoMo
                  Revolution?
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   19
Or Just the Next
  Evolution in
  Marketing?
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   20
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   21
Place-Based
          Networks
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   22
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   23
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   24
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   25
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   26
We’re
                                                         Becoming
                                                          Better at
                                                            Using
                                                     Technology to
                                                          Enable a
                                                           Deeper
                                                           Human
                                                        Experience
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL                    27
“SoLoMo” doesn’t feel like a
revolution… but an evolution.

We’re using the same fundamental
marketing concepts with new tools to
achieve similar goals.

It’s simply the next iteration of the
marketer’s toolbox…

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   28
THANK YOU!


    Mac Ling
    mac.ling@icrossing.com
    @mac_ling

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL   29

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SMX Advanced: The SoLoMo Revolution - Mac Ling - iCrossing

  • 1. SOLOMO BUSINESSES – TODAY AND TOMORROW… Mac Ling iCrossing Director, Mobile SMX Advanced Seattle 2011 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
  • 2. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 2
  • 3. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  • 4. Group Messaging COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  • 5. The explosion occurred a short three months ago… COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  • 6. In a quaint, little town in Texas… COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  • 7. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  • 8. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  • 9. So tell me… what is Group Messaging? Group Messaging Spectrum of Privacy COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  • 10. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  • 11. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  • 12. Conference Calls Group Messaging Location Sharing Photo Sharing COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  • 13. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  • 14. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  • 15. Longevity and engagement provide deeper insight into the group’s interests COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  • 16. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  • 17. However, relevance has a shelf-life. So we have to be nimble enough to communicate to consumers in the decision stage of the purchase funnel. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  • 18. What Do We Have Here? 1. A Group with Shared Interests 2. Location Information 3. Contextual Information 4. Immediacy of Fulfilling Need And ULTIMATELY: A Qualified Lead! How Do We Use This? 1. Provide a Targeted Offer To the Pod 2. Future Group Buying Deals 3. Merchants Can Bid for This Group’s Patronage COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  • 19. Is this the SoLoMo Revolution? COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  • 20. Or Just the Next Evolution in Marketing? COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  • 21. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  • 22. Place-Based Networks COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  • 23. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  • 24. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  • 25. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  • 26. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  • 27. We’re Becoming Better at Using Technology to Enable a Deeper Human Experience COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  • 28. “SoLoMo” doesn’t feel like a revolution… but an evolution. We’re using the same fundamental marketing concepts with new tools to achieve similar goals. It’s simply the next iteration of the marketer’s toolbox… COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  • 29. THANK YOU! Mac Ling mac.ling@icrossing.com @mac_ling COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29