SoLoMo is a limiting definition. The contention is that media should replace social media for maximum reach. Current applications of SoLoMo depends too much on the myth that social media platforms has enough active users on a hyperlocal basis. MeLoMo, media+location+mobile is a better solution in terms of efficacy and opens up a larger universe for creative application. Presented at The Social Internet, a conference organised by The Internet Society of Singapore , 17 Nov 2012.

1. 1
Confluence Marketing:
Social | Local | Mobile
Talk: The Social Internet
Venue: Orchard Parade Hotel
Internet Society Singapore

2. 2
The Power of Place
Click-and-mortars takes center stage as shopper
use case changes.

3. Blending of off-and-online shopping
Source: Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey Wave 1

4. The Mobile is Now the First Screen

5. 5
Source: Google Singapore, 2011
Search is the Main Use on Mobile
Mobile is the first port of call, fueling the purchase intent

6. 6
Mobile is a Catalyst for Buying Action
First Moment of Truth (FMOT) begins post-mobile
Source: Google Singapore, 2011

7. 7
Mobile is also the Buying Advisor
The smart phone is an interrupter during FMOT
Source: Google Singapore, 2011

8. Path to Purchase of many touchpoints
Most will switch devices while researching, relying on links,
search, and shopping cart to pick things back up
Source: Google/Compete Holiday Consumer Intentions Survey Wave 1

9. The Definition of SoLoMo is Limiting
9
Location Mobile
Social
≠ Success
in location

10. SoLoMo Funnel
10
Most SoLoMo campaigns follows this funnel setup
Location
Mobile
Social Social is seen primarily as a distribution or
amplification medium
Mobile can be both the platform where distribution takes
place AND/OR where the digital experience bridges the
physical location
Often where the final transaction OR experience takes place

11. SoLoMo MeLoMo

12. MeLoMo Funnel
12
Media is a far more efficacious channel for reach
Location
Mobile
Media
(search, social, OOH,
display)
Media expands the universe of distribution and
amplification in more creative applications
Mobile can be both the platform where distribution takes
place AND/OR where the digital experience bridges the
physical location
Often where the final transaction OR experience takes place

13. The Whole is Not Sum of Equal Parts
13
Your business case determines the MeLoMo solution mix
MeLoMo
Location Mobile
Media
13
Media: Search,
digital, display, social,
OOH etc
Mobile: App or non-
app experience?
Webapp?
Location: Physical or
virtual/ permanent or
temporary?

14. It could look something like this…
14
MeLoMo
Location
Mobile
Media
Depending on which section of the path to purchase journey
is your target consumer currently on

15. Path to Purchase
15
What is the business problem you are solving with a
MeLoMo solution?
#Catch #Connect #Close #Continue
Do they know me? Do they
know where I am? Have
their friends heard about
me?
Are they familiar with me
as a viable choice? Am I
considered superior in
their purchase options?
Have they visited my site?
Have they bought
something from me?
Are they part of my CRM
database? Are they repeat
customers? Have they
recommended friends?

16. Case Study: Pampers Joyful Baby
16
Each touchpoint is carefully crafted for maximum
engagement with mothers #catch #connect #close
Pampers needed to
break through the
diapers clutter. A
campaign tapping on
the ego energy of
mother’s pride in
their baby routed the
mothers from a social
media game to
ecommerce and
supermarket display
counters and back to
an onground contest
MeLoMo
Location Mobile
Media

17. Case Study: Pampers Joyful Baby

18. Case Study: Starhub Online Music
18
Lagging behind iTunes, Starhub needed to build street cred
and increase traffic #catch #connect
MeLoMo
Location
Mobile
Media
Using music, fashion
and RFID, Starhub
created a new
<media> in the form
of RFID tags to
activate an
unconventional
<location>.

19. Case Study: GongCha Digital Display
19
Gongcha needed to increase awareness and revenues to its
store in Somerset #close #catch
Gongcha turned a
nearby OOH digital
display into a game
console <media> and
prompted users to
scan a QR code on
the display to activate
a webapp interface in
order to play
<mobile>. Winners
will get a coupon on
the phone for
redemption at the
store <location>
MeLoMo
Location
Mobile
Media

20. Case Study: GongCha Digital Display

21. Case Study: Mercedes QR Hunt
21
Mercedes wanted to raise awareness of its involvement in
the Singapore F1 night race #catch #connect
Mercedes created a
custom <mobile> app
that revealed the
clues behind where
five Mercedes cars
<location> were
hidden. Users had to
find them and scan
the QR code on the
hood in order to
unlock the clues for
the next car.
MeLoMo
Location Mobile
Media

22. Bonus Case Study: Vibease

23. Case Study: Vibease
23
While not strictly a MeLoMo, the unique way
communications is structured between two entities is
fetching #catch #continue
Vibease uses a
<mobile> app to
connect two
<media>, male and
female, in intimate
communications,
with the express
purpose of
manipulating a
vibrator <location>
MeLoMo
Location Mobile
Media

24. 24
Takeaways
• The social in SoLoMo is better served by media mix
modeling for enhanced reach, amplification and creativity
• Mobile is a bridge between the Zero Moment of Truth and
the First Moment of Truth as well as a disruptor in the latter
• Identify where your business case lies along the path to
purchase
• Develop a custom MeLoMo solution to suit it

25. 25
Contacts
For more information on the
Gongcha case study, contact:
Bhagaban Behera
bhagaban@noisestreet.com
9187-2341
For more information on the
Vibease case study, contact:
info@vibease.com

26. 26
Contacts
Edvarcl Heng
edvarcl@edvarcl.com
http://edvar.cl/edvarclinkedin