SOLOMO - The convergence of three huge digital trends

1,777 views

Published on

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!

Published in: Business, Technology
1 Comment
6 Likes
Statistics
Notes
No Downloads
Views
Total views
1,777
On SlideShare
0
From Embeds
0
Number of Embeds
445
Actions
Shares
0
Downloads
36
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

SOLOMO - The convergence of three huge digital trends

  1. 1. SOLOMO THREE HUGE DIGITAL TRENDS
  2. 2. WHAT IS IT? ANOTHER IRRITATING MARKETING BUZZWORD ! BUT…
  3. 3. WHAT IS IT? SOCIAL MOBILE LOCAL THESE THREE TRENDS REALLY ARE A BIG DEAL… ESPECIALLY WHEN YOU COMBINE THEM
  4. 4. SOCIAL
  5. 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. 6. WHAT IS SOCIAL MEDIA? Favourite definition: “SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS”
  7. 7. THE POWER IS SHIFTING BACK TO THE PEOPLE
  8. 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. 9. IT’S COMPLICATED!
  10. 10. AUSSIES LOVE SOCIAL MEDIA 65% OF AUSTRALIANS USE SOCIAL MEDIA SOCIAL MEDIA REPORT - YELLOW, 2013
  11. 11. AUSSIES LOVE SOCIAL FACEBOOK 95% OF AUSTRALIAN SOCIAL MEDIA USERS USE FACEBOOK SOCIAL MEDIA REPORT - YELLOW, 2013
  12. 12. WHEN DO WE USE SOCIAL? SOCIAL MEDIA REPORT - YELLOW, 2013
  13. 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. 14. DEVICES USED TO ACCESS SOCIAL SOCIAL MEDIA REPORT - YELLOW, 2013
  15. 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. 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. 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. 18. WHICH SITES HAVE WE STOPPED USING? SOCIAL MEDIA NEWS - MAR, 2014 45% 18% 12% 9% 12%
  19. 19. INSIGHT “Measure success across different social media networks. If you are not getting results, invest your time elsewhere.”
  20. 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. 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. 22. THE MOST ENGAGING FACEBOOK POSTS IN BANKING COMM BANK
  23. 23. THE MOST ENGAGING FACEBOOK POSTS IN BANKING WESTPAC
  24. 24. THE MOST ENGAGING FACEBOOK POSTS IN BANKING COMM BANK
  25. 25. THE MOST ENGAGING FACEBOOK POSTS IN BANKING WESTPAC
  26. 26. THE MOST ENGAGING FACEBOOK POSTS IN BANKING UBANK
  27. 27. THE MOST ENGAGING FACEBOOK POSTS IN BANKING NAB
  28. 28. IT’S NOT JUST ABOUT MARKETING • CUSTOMER SERVICE • PUBLIC RELATIONS • SALES • HUMAN RESOURCES • DATA • RESEARCH
  29. 29. MAKE PEOPLE PART OF YOUR CAMPAIGNS
  30. 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. 31. MOBILE
  32. 32. WHAT IS MOBILE? You probably think about smartphones but mobile is so much more than that
  33. 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. 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. 35. MOBILE DEVICES SURPASS DESKTOP IN ONLINE RETAIL vs 45% 44% 11% comScore - June 2013
  36. 36. IMPLICATION “Mobile must be a central component of any digital strategy”
  37. 37. Tablet users spend 20% more per purchase than on their smartphone INSIGHT comScore - September 2013
  38. 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. 39. CONNECTED MOBILE OBJECTS
  40. 40. WE’RE ENGAGING PEOPLE IN NEW WAYS View project View project View project
  41. 41. AUSTRALIA POST: VIDEO STAMP
  42. 42. MOBILE DEVICES ARE EVOLVING SMART WATCHES GOOGLE GLASS APPLE CARPLAY OCULUS RIFT
  43. 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. 44. LOCATION
  45. 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. 46. LOCATION BASED SERVICES Powered by: ! • GPS • WiFi • Bluetooth Low Energy • iBeacon • NFC
  47. 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. 48. PHONES CAN SEE WHAT’S AROUND THEM & PROVIDE CONTENT AT THE RIGHT TIME & PLACE
  49. 49. BEACONS IN ACTION - VIDEO
  50. 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. 51. FOR MARKETING, THE VALUE LIES IN… • More efficient media spend • More relevant messaging • More sales and loyalty
  52. 52. BEACON ENABLED ATM’S • LOCATING ATM’S • TARGETED ADS ON SMARTPHONE • IMPROVED SECURITY
  53. 53. WESTPAC NZ LEADS THE iBEACON RACE • SPECIAL OFFERS • ALERT STAFF WHEN CUSTOMER ARRIVES • DRIVE INSIGHTS FROM BRANCH ANALYTICS
  54. 54. TAKE OUTDOOR ADVERTISING TO THE NEXT LEVEL
  55. 55. BACK TO SOLOMO…
  56. 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. 57. WHO’S DOING IT WELL? These brands are all experimenting with SOLOMO
  58. 58. HARNESS GPS TO DELIVER AN AUGMENTED BRAND EXPERIENCE
  59. 59. SYNC YOUR AMEX CARD TO FOURSQUARE AND CHECK-IN FOR DEALS
  60. 60. MINI GETAWAY STOCKHOLM
  61. 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. 62. GOOGLE GLASS RACE YOURSELF
  63. 63. “THINK ABOUT WAYS ME BANK CAN HARNESS SOLOMO TO ENHANCE THE CUSTOMER EXPERIENCE AND DRIVE DEEPER BRAND ENGAGEMENT” A FINAL THOUGHT
  64. 64. THANKS CONNECT WITH ME @bhowden inlight.com.au

×