SoLoMo backgrounder for eBev conference, the first ever cross-beverage symposium. The panel presentation following this backgrounder includes MomentFeed, Ready Pulse and Foursquare talking about how to reconsider scale and economics to engage and win in SoLoMo. This intersection is the most important one for beverage.

1. The single most important
distribution concept since
refrigerated shipping
SoLoMo
eBev 2013

2. What is SoLoMo?
Credit: Kleiner Perkin’s John Doerr
Not one platform but combination of them
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3. Beverage: The Original Social Network
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4. All brands start local
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5. Great ideas start local
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6. Product Innovation from Local
SoLoMo as an driver of product innovation:
Ranger IPA inspired by local reps
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7. Social Media Numbers
• 1.5 billion active Facebook users
as of October 2013. This is a
23%increase from March 2012.
• 699 million people log onto
Facebook daily, which represents
a 26% increase from 2012
• Mobile Twitter: 164M+ (75%)
Access From Handheld Devices
Monthly, 65% Of Ad Sales Come
From Mobile
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8. Local
The number of local searches on mobile devices +4x 2012
• The effect of smartphones
on in-store sales will
increase to $689 billion by
2015 (+19%)
• 17% of in-store mobile
users people make a
purchase after a mobile
search
• Approximately 30% of
Google searches involve
location
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9. Mobile Market Research
• 56% of all US adults now
have smartphones
• 18-29 year olds
smartphone owners , 67
% use social media on
their connected device
http://www.reuters.com/article/2010/11/29/us-smartphones-survey-idUSTRE6AS0XB20101129
• 17% of in-store mobile
users people make a
purchase after a mobile
search
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10. Mobile: Smartphones
US app consumption eclipsed web consumption last year. It’s
quickly approaching levels of television consumption.
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11. Mobile: Tablets
Last year website conversion rates from tablets were 4x
higher than smartphones
(source: screenpages http://econsultancy.com/us/blog/11374-conversion-rates-from-tablets-are-four-times-higher-than-smartphones-stats)
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12. Mobile: Wearables
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13. Mobile: Wearables
http://brandongaille.com/latest-wearable-technology-statistics-and-trends/
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14. How to engage with SoLoMo
• Put SoLoMo at the core of your brand strategy
• Every consumer is an early adopter
--how will you appify/adjust to feed that need?
• WWSD? bring culture and elegance to your solution--even if you’re
not building the product, be a good product executive
• Radically challenge your assumptions about the economics of content
creation and scale
• Execute locally, Manage at Scale with Enterprise-Strength Tools and
Partners (Buddy, MomentFeed, Ready-Pulse, Foursquare)
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15. "Buy Now"
Button
Content
•
•
•
•
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PULSE CONTENT
Social Graph
Social Interest
Search Intent
Local

16. Instagram Rewards Pilot: Incentivizing quality content & engagement
Barney’s customers sharing their brand
experience in the buying moment, earning
rewards, and creating quality content for the
brand to share across its social channels
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17. Foursquare
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18. Foursquare
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19. SoLoMo
eBev 2013
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20. Many Brand Managers Struggle with the Same Things
FINDING, INVITING
BRAND AMBASSADORS
MODERATION
& QUALITY OF CONTENT
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AMBASSADOR FULL
INFO & PERMISSIONS
DISPLAY AMBASSADOR
CONTENT
MESSASGING
FOR TARGETED
CAMPAIGNS
TRACKING ADOPTION
AND EFFECTIVENESS
YOUR BEST ADVOCATES. THEIR BEST CONTENT
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21. Instagram Rewards Pilot: Incentivizing quality content & engagement
‣
Sign up with name, Instagram ID,
email, and mailing address
‣
Earn points for taking photos with the
designated #hashtag
‣
Earn bonus points when the brand
“Likes” or “Shares” the photo
‣
‣
Receive gift cards in the mail
Track spend on gift cards
Includes attribution and direct response to
customer via Comment and/or @Reply
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22. Instagram Rewards Pilot: Incentivizing quality content & engagement
Customers
Instagrammed the
gift cards they
received in the
mail, which drove
more engagement
and sharing
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