1. SoLoMo
Presented By: Go Local
Website: GoLocal.com

2. SoLoMo
What is SoLoMo?
So Lo Mo
Social Local Mobile
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3. SoLoMo
We live in a “SoLoMo” World, where people search and share
online, often times via their mobile devices
SoLoMo = Real Life + The Internet + Real-Time
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4. SoLoMo
Not one platform but a combination of them
Mobile increases time Social Networks give
for social activity viral capability to local
business (deals, etc.)
Allows consumers to engage
and share at point of sale
UNREALIZED OPPORTUNITY
SoLoMo
Mobile makes Location features
Local more useful core to mobile usage
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4

5. SoLoMo
Social 77%
of US Internet users utilize social networks
Local 97%
of consumers search for local businesses online
Mobile 50%
of mobile users own a Smartphone
Sources: Mashable, September 2011; Google, April 2012; Nielsen, February 2012;
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6. Social
Social
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7. Social
“Every year internet users will share twice
as much information as the year before”
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8. Social
Facebook tops Google for weekly traffic in the U.S.
Social Networking is the #1 Online Activity in the US.
#1
Sources: Experian Hitwise; comScore December 2011
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9. Social
Hours Per Week Spent on Facebook By Age Group
52% 71% 55% 36%
100% 8% % that spend at
6% 10% 3%
4% least 1 hour per
90% 6% 5%
9% week on Facebook
80%
29%
70% 40% 42% 20+ hours
60%
52% 11 - 20 hours
50% 27% 1 - 10 hours
40% < 1 hour
23% 22%
Never
30%
20% 18%
36%
10% 25% 25%
12%
0%
Overall Under 35 35 to 49 50 and Older
Proprietary and confidential. Do not distribute.
Source: CMB Consumer Pulse, 2011
9

10. Social
Social Media Influence on Consumers
Are you more likely to use a local Are you more likely to use a
business if it has information available local business if a connection
on a social networking site? recommends it?
18% Don't Know 12%
No 15%
19%
Yes
72%
63%
63%
2011 2011
Source: comScore, 2012
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11. Social
Why People “Like” Brands on Facebook
Source: Exact Target 2011
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12. Social
Consumer Rankings: Reasons they interact Business Ranking: Why they think consumers
with companies on Social Sites follow them on social sites
Deals New Product Info
Purchase General Info
Read User Reviews Share Opinion
General Info Exclusive Info
Exclusive Info Read User Reviews
New Product Info Feel Connected
Share Opinion Customer Service
Customer Service Submit Product Ideas
Participate in Events Be Part of a Community
Feel Connected Participate in Events
Submit Product Ideas Purchase
Be Part of a Community Deals
Source: Institute for Business Value analysis, CRM Study 2011
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13. Social
Why People “Un-Like” Brands on Facebook
Source: Exact Target 2011
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14. Local
Local
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15. Local
Local Search Volume is Growing
Exponentially at 50% Each Year
1 billion local searches per month in 2009
1.5 billion local searches per month in 2010
2.3 billion local searches per month in 2011
3.45 billion local searches per month in 2012
Proprietary and confidential. Do not distribute. Source: comScore 15

16. Local
By 2015, 30% of all
search volume will 30%
have local intent
What’s Driving Local Search Growth?
BETTER TARGETING INCREASED PRODUCT
MOBILE USAGE INTEGRATION
Source:. Search Engine Land “Local Search Evolved,”October 2011.
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17. Local
Frequency of Online Local Business Searches by Device Type
49% 45% 65% % that search online for
100% local businesses at
9% 8% least once per week
16%
90%
20% 19%
80%
70% 27%
Everyday
18%
60% 20%
Couple Times Per Week
50% Once Per Week
22%
40% 29% < Once Per Week
30% Never
50%
25%
20%
26%
10%
11%
0% 1%
PC/Laptop Mobile Tablet
Source: comScore February 2012
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18. Local
In the eyes of consumers, local results are the most relevant and trusted
Opinion on Search Results
61%
58% Most Relevant
Most Trustworthy
31%
27%
12% 11%
Local Results Organic Results Paid Results
Source: comScore February 2012 18
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19. Local
When searching for a local business, consumers expect to find more
than just an address and phone number
Expected Features
Address 67%
Phone Number 67%
Hours of Operation 64%
Website 48%
Maps 46%
Driving Directions 42%
Distance to the Business 36%
Ratings/Reviews 35%
Coupons 34%
Payment Methods 32%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: comScore February 2012 19
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20. Local
58% of consumers who have a smart phone
use location-based applications
60% of people who don’t yet use location based
services aspire to use it in the future
Source: ISACA April 2012; TNS Mobile Life.
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21. Mobile
Mobile
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22. Mobile
US Smartphone Penetration
80%
Feature Phone
Smartphone
71% 71%
70% 70% 70%
66%
64% 63%
62%
60% 59% 58% 57%
56% 56%
54%
50%
52% 52%
50%
48%
46%
43% 44% 44%
41% 42%
40% 40%
38% 37% 37%
35% 36%
30% 29% 30% 30%
20%
Source: Nielsen, February 2012
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22

23. Mobile
By 2014 Mobile internet is projected to
take over desktop internet usage1
2000
1800 Desktop Internet Users
1600 Mobile Internet Devices
Internet Users (MM)
1400
1200
1000
800
600
400
200
0
2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015E
LOCAL GOING MOBILE
• 3 out of 4 smart-phone users use their devices for local search2
• 72% of mobile users make a purchase after searching for a local business3
Source: 1Morgan Stanley, April 2010; 2 “Mobile-Local Search Stats”, xAD, Q3 2011 3 comScore, February 2012
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24. Mobile
Mobile
Shopping
Behaviors
Smartphone Use While at a Retail Store
No, 11
%
• 90% of Women
• 87% of Men
Yes, 8
9%
Source: Nielsen, December 2011
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25. Mobile
How often do you perform these shopping activities on your tablet?
Source: comScore and Intermedia, October 2011
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26. Mobile
First 8 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad
80,000,000
70,000,000 iPad
iPhone
60,000,000
iPod
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
-
1 2 3 4 5 6 7 8
Source: 2012 AAPL Investors
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27. Mobile
Frequency of Simultaneous Usage: Tablets
Watching TV 23% 19% 26% 15% 83%
Lying in Bed 16% 21% 20% 14% 71%
Waiting for Someone 12% 12% 25% 20% 69%
Spending Time with
Family/Friends
12% 13% 19% 19% 63%
Attending a Meeting/Class 8% 8% 14% 8% 38%
In the Bathroom 7% 10% 14% 8% 39%
Commuting to Work/School 7% 8% 10% 6% 31%
Shopping/Running Errands 7% 5% 12% 9% 33%
Several Times a Day Once a Day Several Times a Week Several Times a Month
Source: Nielsen, Q3 2011
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28. Mobile
Share of Device Page
Traffic for News Category
Weekday
Share of Device Page
Traffic for News Category
Weekend
Source: comScore and Intermedia, October 2011
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29. Mobile
28 of the top 50 Mobile Apps have a Social and/or Local component
PANDORA RADIO
Source: Nielsen Q4 2011 P30-Day Used Phone for Shopping
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30. SoLoMo
SoLoMo’s Biggest Threat is Privacy
Extent to Which Using Location Based/Check-In Apps is a Privacy Concern
100%
7% 10% 8% 7%
11% 11%
90%
80% 27%
32% 28%
32%
70% 37% 37%
60%
50%
40%
30% 62% 64% 66%
58%
52% 52%
20%
10%
0%
13-17 18-24 25-34 35-44 45-54 55+
Not Concerned Indifferent Concerned
Source: Nielsen, Q3 2011
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31. SoLoMo
SoLoMo Brand Examples
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32. SoLoMo
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33. SoLoMo
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34. SoLoMo
What Can We Learn
from SoLoMo?
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35. SoLoMo
Start with People, Not Technology
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36. SoLoMo
Sharing Must Be About Audience Benefit
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37. SoLoMo
SoLoMo isn’t just about deals
Offer People What They Really Need
(Not just a cheaper version of what they already know they want)
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38. SoLoMo
Keep a Simple Focus,
if you want widespread adoption
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39. SoLoMo
Build Relationships, Not Spectacle
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40. SoLoMo
What’s next for SoLoMo?
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41. SoLoMo
SoLoMo + Mobile Payments
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42. SoLoMo
Life Logging
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43. SoLoMo
Presented By: Go Local
Website: GoLocal.com