AdTech SoLoMo

{SoLoMo}
The Revolutionary New Convergence of
Social + Local + Mobile

SPEAKERS

Vanessa Paul Bill Adam
Colella Cousineau Drolet Kmiec
Head of North VP of Mobile VP Digital Ad Sales Director, Social
America Marketing Products, Global The Weather Media
Citibank eCommerce Group Channel Walgreens
Walmart Companies

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 2 CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES

INTRODUCING
SOLOMO
For the next hour we’re going to
talk about:

• Defining SoLoMo looking at
dynamics of each area and of
their intersection
• Emerging behaviors around Session Moderator
different devices @MARKSILVA
• Hear from three big brands
how they’re leveraging SoLoMo #AdTechSF #SoLoMo
to win
• Let’s do this

EARLIEST
RECORDED
SOUND WAS According to Neil Postman in
Amusing Ourselves to Death

POETRY...
news has become sensational
to maintain relevance


SOLOMO Credit: Kleiner Perkin’s
John Doerr

Not one platform but
Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved 5
combination of them
CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES

DEFINING: SOLOMO


ZUCK’S
LAW
Y = C *2^X — Where X is time, Y
is what you will be sharing and C
is a constant.

In human language:
every year internet users
will share twice as much
information as the year
before

MOBILE’S KILLER APPS
MOBILE APPS & THE SOLOMO INTERSECTION

YOUTUBE GOOGLE SEARCH
GOOGLE VOICE
FACEBOOK GOOGLE MAPS
GMAIL PANDOR RADIO THE WEATHER CHANNEL
GROUPON
WORDS WITH BARCODE SCANNER
FRIENDS FACEBOOK TWITTER
MESSENGER FOURSQUARE SHOPKICK
YELP MOVIES BY FLIXTER
TALK - TEXT TO VOICE
LIVINGSOCIAL
DROPBOX WEATHERBUG 28 OF THE TOP
WORDS WITH
GAS BUDDY 50 APPS HAVE
FRIENDS FREE GOOGLE +
FANDANGO A SOCIAL & OR
REDBOX
SKYPE LOCAL
STREETVIEW COMPONENT

SOCIAL LOCAL
Source: Nielsen Q4 2011 P30-Day Used Phone for Shopping

THREE
HORSEMEN
OF MOBILE Srry, Prolly Not RIM


SMARTPHONE
SHOPPER
Discovery and purchase
behaviors

Source: Nielsen
Smartphone
Analy2cs,
December
2011
IOS
&
ANDROID


AND THEN
THERE’S
THE
TABLET
Sources: comScore and Intermedia October 2011

IPAD:THE
FASTEST-
RAMPING
DEVICE
Sources: Apple, Mary Meeker, KPCB 2011

CUDDLE UP MEDIUM

Source: Nielsen Q3 2011 Connected Device Report

FITS-IN MEDIUM
89%
82%
80%
76%
47%
49%
39%
43%

Source: Nielsen Q3 2011 Connected Device Report

• Shipments of smartphones &
tablets passed desktops/
laptops

SOLOMO • US mobile searches grew 4X
last year
• Google forecasts $2.3 BN 2011

BY THE mobile revenues; 1 in 3 mobile
searches are local
• Converts like crazy: after

NUMBERS
searching for a local business,
61% of users called and 59%
visited
• 74% of consumers have
purchased as result of using
smartphone while shopping
Credit: Mary Meeker @Google’s Think Mobile 2/10/11

BIG IDEAS
HIDING IN
SOLOMO

SOLOMO’S
BIGGEST
THREAT:
PRIVACY
Source: Nielsen Q3 2011

SoLoMo: The Revolutionary New
Convergence of Social + Local
+ Mobile

Adam Kmiec
Director, Social
Media

Proprietary and Confidential ©2012 Schawk, Inc. All Rights Reserved CREATING COMPELLING AND CONSISTENT BRAND EXPERIENCES

WE THINK OF
SOCIAL
IN TERMS OF
SIGNALS

MAKING CONTENT REAL AND LOCAL
“So” “Lo”

Networks
Platforms Where I Am
Actions What I’m Doing
Behaviors

Often
Apps
GPS Unrealized
SMS
RTM Opportunity
“Mo”

WE LOOK TO TAP
INTO NATURAL
BEHAVIORS

WE MADE FLU SHOTS
EXCITING &
MEANINGFUL

2011 FLU SHARE OF VOICE

FY2011

RETURN ON
AMAZING +
RETURN ON
INVESTMENT

SIMPLE, NATURAL AND REAL VALUE

+ Mobile

Vanessa Colella
Head of North America Marketing, Citi

Bill Drolet
VP Digital Ad Sales, The Weather Channel


{SoLoMo} STRATEGY

Banking no longer stops at the doors of our branches, or the pages of our
own websites

Citi is reimagining banking for the way consumers live today

We are partnering deeply to take relevance and engagement to a new
level


{SoLoMo} CROSS-PLATFORM
CONVERSATION

Cable

The launch of TWC Social, brought to you by Citibank, on August 11, 2011 was unprecedented
First time cross-platform Twitter aggregation on a single topic


{SoLoMo} THE WEATHER STORY

Regardless of the Weather
Average of 105,000 tweets captured each day

East Coast Earthquake (August 2011)
95,000 tweets in one hour

Hurricane Irene (September 2011)
700,000 tweets in one day

Snowtober (October 2011)
400% increase in tweets sent from TWC properties


{SoLoMo} LOCAL RELEVANCY
WHEN IT MATTERS THE MOST
Because connecting with friends, neighbors and loved ones becomes critical in severe weather, TWC drove trafﬁc
to weather.com/social across all platforms


{SoLoMo} PERSONALLY RELEVANT
CREATIVE


{SoLoMo} PERSONALLY RELEVANT CREATIVE


{SoLoMo}
Engaging consumers in a two-way conversation…
ENGAGEMENT

• Consumers visiting social weather pages spend more than 2x the average time spent on site
• Visitors interacting (tweeting) on the page spend more than 3x the average time spent on
site
Driving local engagement and simplifying consumers lives…
• Creative that is personally and locally relevant to consumers received a 200%-400% lift in
average click-through rates
• Weather events (e.g., hurricanes) and holiday planning provided key opportunities to take
advantage of trafﬁc spikes of 200-300% and drive relevancy
Surrounding consumers no matter where they happen to be and enriching their
daily lives through personally relevant content …
• In general, Mobile proved to be 3-4X more successful at positively impacting brand metrics
for the overall audience
• Mobile messaging achieved a 250% lift in purchase intent and a 116% lift in message
association above industry norms


{SoLoMo} INDUSTRY BUZZ


+ Mobile

Paul Cousineau
VP of Mobile Products,
Global eCommerce
Group

“Mobilizing .COM” “Mobilizing the Stores”

Q&A #SoLoMo
#adtechSF


THANK Follow-Up info:
• Deck availabe at bit.ly/
adtechsolomo
• DM @marksilva

YOU! • Video to be posted online
via adtech &
digital.anthemww.com


AdTech SoLoMo

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