solomo - the convergence of three huge digital trends
DESCRIPTION
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!TRANSCRIPT
SOLOMO THREE HUGE
DIGITAL TRENDS
WHAT IS IT?
ANOTHER IRRITATING MARKETING BUZZWORD
!
BUT…
WHAT IS IT?
SOCIAL MOBILE LOCAL
THESE THREE TRENDS REALLY ARE A BIG DEAL…ESPECIALLY WHEN YOU COMBINE THEM
SOCIAL
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?
WHAT IS SOCIAL MEDIA?
Favourite definition:
“SOCIAL MEDIA IS WORD OF MOUTH ON STEROIDS”
THE POWER IS SHIFTING BACK TO THE PEOPLE
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
IT’S COMPLICATED!
AUSSIES LOVE SOCIAL MEDIA
65% OF AUSTRALIANS
USE SOCIAL MEDIA
SOCIAL MEDIA REPORT - YELLOW, 2013
AUSSIES LOVE SOCIAL FACEBOOK
95% OF AUSTRALIAN SOCIAL MEDIA USERS USE FACEBOOK
SOCIAL MEDIA REPORT - YELLOW, 2013
WHEN DO WE USE SOCIAL?
SOCIAL MEDIA REPORT - YELLOW, 2013
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?”
DEVICES USED TO ACCESS SOCIAL
SOCIAL MEDIA REPORT - YELLOW, 2013
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.”
TOP 5 SOCIAL NETWORKS
SOCIAL MEDIA NEWS - MAR, 2014
13,200,00012,600,000
3,650,0002,500,000 1,600,000
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.”
WHICH SITES HAVE WE STOPPED USING?
SOCIAL MEDIA NEWS - MAR, 2014
45%
18%12%
9%12%
INSIGHT
“Measure success across different social media networks.
If you are not getting results, invest your time elsewhere.”
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
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.”
THE MOST ENGAGING FACEBOOK POSTS IN BANKING
COMM BANK
THE MOST ENGAGING FACEBOOK POSTS IN BANKING
WESTPAC
THE MOST ENGAGING FACEBOOK POSTS IN BANKING
COMM BANK
THE MOST ENGAGING FACEBOOK POSTS IN BANKING
WESTPAC
THE MOST ENGAGING FACEBOOK POSTS IN BANKING
UBANK
THE MOST ENGAGING FACEBOOK POSTS IN BANKING
NAB
IT’S NOT JUST ABOUT MARKETING
• CUSTOMER SERVICE • PUBLIC RELATIONS • SALES • HUMAN RESOURCES • DATA • RESEARCH
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
MOBILE
WHAT IS MOBILE?You probably think about smartphones but mobile
is so much more than that
MOBILE PENETRATION
SMARTPHONES TABLETS2010 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%
Gartner predicted that by 2013 mobile phones would overtake PCs as the most common web
access device worldwide
MOBILE IS BECOMING THE PRIMARY DEVICE
MOBILE DEVICES SURPASS DESKTOP IN ONLINE RETAIL
vs
45% 44% 11%
comScore - June 2013
IMPLICATION
“Mobile must be a central component of any digital strategy”
Tablet users spend 20% more per purchase than on their smartphone
INSIGHT
comScore - September 2013
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’
CONNECTED MOBILE OBJECTS
WE’RE ENGAGING PEOPLE IN NEW WAYS
View project View projectView project
MOBILE DEVICES ARE EVOLVING
SMART WATCHES
GOOGLE GLASS
APPLE CARPLAY
OCULUS RIFT
“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
LOCATION
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”
LOCATION BASED SERVICES
Powered by: !
• GPS • WiFi • Bluetooth Low Energy • iBeacon • NFC
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.
PHONES CAN SEE WHAT’S AROUND THEM & PROVIDE CONTENT AT THE RIGHT TIME & PLACE
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
FOR MARKETING, THE VALUE LIES IN…
• More efficient media spend • More relevant messaging • More sales and loyalty
BEACON ENABLED ATM’S
• LOCATING ATM’S • TARGETED ADS ON
SMARTPHONE • IMPROVED SECURITY
WESTPAC NZ LEADS THE iBEACON RACE• SPECIAL OFFERS • ALERT STAFF WHEN
CUSTOMER ARRIVES • DRIVE INSIGHTS FROM
BRANCH ANALYTICS
TAKE OUTDOOR ADVERTISING TO THE NEXT LEVEL
BACK TO SOLOMO…
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
WHO’S DOING IT WELL?
These brands are all experimenting with SOLOMO
HARNESS GPS TO DELIVER AN AUGMENTED BRAND EXPERIENCE
SYNC YOUR AMEX CARD TO FOURSQUARE AND CHECK-IN FOR DEALS
MINI GETAWAY STOCKHOLM
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.
“THINK ABOUT WAYS ME BANK CAN HARNESS SOLOMO TO ENHANCE THE CUSTOMER
EXPERIENCE AND DRIVE DEEPER BRAND ENGAGEMENT”
A FINAL THOUGHT
