國外 SoLoMo 介紹傑作 (存查用)

2. How SoLoMo is
Connecting Consumers
and Brands to
(almost) Everything
Dr. Phil Hendrix, immr and GigaOm Pro
May 21, 2012
Slides @phil_hendrix
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3. Is Your Brand
Connecting?
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4. First, a few cases…
Which site…
…reached 10m U.S. monthly unique visitors
faster than any independent site in history?
… is generating more referral traffic to websites
than YouTube, Google+, and LinkedIn combined?
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5. SM
SoLoMo and PEER
Personalizing
Engaging Enabling
Rewarding
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing
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6. PEER for Brands and Retailers
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers,
Transforming Shopping and Disrupting Advertising and Retailing
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7. Consider the Differences…
vs.
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8. Which one…
Is with you when you (fill in the blank)?
Do you use to “share the moment?”
Knows where you are?
Recognizes what’s around you?
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9. SoLoMo is Empowering Consumers, Transforming
Shopping and Disrupting Advertising and Retailing
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10. SoLoMo Defined
SoLoMo (n)
Situated
experiences,
enabled by
mobile,
shared with
others
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11. From 6 of Separation Always Connected
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12. Six Elements of Mobile
Devices Broadband
Apps Internet
Sensors Cloud
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13. Six Elements of Mobile
Devices Broadband
53%
US subscribers own smartphone1
Apps 1.2B
Apps downloaded 12/25-12/312
Internet
Sensors 90%
Keep smartphone w/in arms length3
Cloud
Sources: 1 Pew Research; 2 Flurry; 3Edison/Arbitron
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14. Six Elements of Location
Position Place
Context Vicinity
Things Proximity
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15. Six Elements of Location
Position Place
74%
US smartphone owners use their
phone to get real-time location info1
Context 60%
Search on their smartphone daily2
Vicinity
Things
20x
Mobile users 20x more likely to click Proximity
on a map than desktop users3
Sources: 1 Pew Research May 2012; 2 Google; 3Razorfish
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16. Six Elements of Social
Close Networks
Friends
Content Platforms
Sentiment Sharing
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17. Six Elements of Social
Close
Friends
1 in 7
Facebook accounts for
Networks
1 in 7 mins. spent online1
Content $1B
Facebook has agreed to
Platforms
pay for Instagram2
Sentiment 2.5x
LTV of a visitor referred from
Sharing
Facebook vs. Google3
Sources: 1 Comscore; 2 Flurry; 3Ben Elowitz (Wetpaint)
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18. Mobile Tsunami
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19. The Cloud – Elastic, Real-time, Massive Scale
Location
Big Data +
Social
Algorithms
History
Search Augmented Reality Messages,
• Auto-complete Ads, and Offers
• Google Instant
• Proximity Search
• Image Search
• Personalized SERs
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20. Mobile Sensors – Digital and Physical Intersect
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21. Location - fundamentally, Lat/Long….
Examples:
28.420000,
-81.581200
and
28.39267,
-81.570847
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22. … but much richer than mere coordinates
Lat/Long
28.420000,
-81.581200
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23. The Elements of SoLoMo
Mobile Location Social
X X
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24. Consumers’ Digital Signals
Digital Channels Digital Signals
• Websites • Search
Internet Traces produced
• Microsites • Ads
Social
• Publish • Discuss as consumers
• Share • Review
interact with Digital
• Apps • 2D codes
Mobile Channels
• Location • NFC
Interactive • Social TV • OOH
Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals
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25. Consumers’ Digital Signals
Why are Digital Signals so Important?
In real"time, on a massive scale, at no cost,
Digital Signals reveal:
Consumers’
• Attitudes • Motivations • Experiences • Plans/Intentions
• Interests • Values • Questions • Responses
• Opinions • Activities • Connections • (Dis)satisfaction
Location Context Connections
Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals
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26. Examples of SoLoMo Innovation
Good
Push
“Social signals are by far the strongest way to
determine what content the mobile audience
will engage with at any point in time.”
Tobias Peggs, OneRiot (acquired by WalmartLabs July 2011)
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27. 10 Trends Shaping the Future of SoLoMo
Hyper-local Audiences
Micro-location
Micro Networks
SoLoMo Mashups
SoLoMo Filters
SoLoMo Curation
Persistent Location
Ambient Analytics
SoLoMo-driven PEER
SoLoMo Yield Management
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28. For more perspectives on SoLoMo:
Social + Location + Mobile: SoLoMo Analytics
and the Transformation of Shopping†
The Local Consumer – an In-depth Mosaic†
The Promise of Hyperlocal: Opportunities
for Publishers and Developers
Tuning into Consumers’ Digital Signals
How SoLoMo is Empowering Consumers,
Transforming Shopping, and Disrupting
Advertising and Retailing
Location – the Epicenter of Mobile Innovation
†
Forthcoming
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29. Thank you!
Dr. Phil Hendrix
Founder and Director, immr
Analyst, GigaOm Pro
Research Director, Wireless Innovation Council
@phil_hendrix www.immr.org
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30. Additional
Slides
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31. Mobile Devices – Truly Radical Innovation
53%
Percent US subscribers own smartphone
80%
Recent purchasers age 18-34 buy smarthphones
> 90%
Keep their smartphone w/in
arms length all/most of the time
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32. Mobile Broadband – Wherever You Go
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33. Mobile – The Internet in your Pocket
“Before the iPhone,
cyberspace was
something you went
to your desk to visit...
now cyberspace is
something you carry
in your pocket.”
Paul Saffo
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34. Mobile Apps – The Avalanche
1.2b
# of apps downloaded
Dec. 25-31, 2011
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