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!

1. SOLOMO
THREE HUGE
DIGITAL TRENDS

2. WHAT IS IT?
ANOTHER IRRITATING MARKETING
BUZZWORD
!
BUT…

3. WHAT IS IT?
SOCIAL MOBILE LOCAL
THESE THREE TRENDS REALLY ARE A BIG DEAL…
ESPECIALLY WHEN YOU COMBINE THEM

4. SOCIAL

5. 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?

6. WHAT IS
SOCIAL MEDIA?
Favourite definition:
“SOCIAL MEDIA IS
WORD OF MOUTH
ON STEROIDS”

7. THE POWER IS SHIFTING
BACK TO THE PEOPLE

8. 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

9. IT’S COMPLICATED!

10. AUSSIES LOVE SOCIAL MEDIA
65%
OF AUSTRALIANS
USE SOCIAL MEDIA
SOCIAL MEDIA REPORT - YELLOW, 2013

11. AUSSIES LOVE
SOCIAL FACEBOOK
95%
OF AUSTRALIAN
SOCIAL MEDIA
USERS USE FACEBOOK
SOCIAL MEDIA REPORT - YELLOW, 2013

12. WHEN DO WE USE SOCIAL?
SOCIAL MEDIA REPORT - YELLOW, 2013

13. 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?”

14. DEVICES USED TO ACCESS SOCIAL
SOCIAL MEDIA REPORT - YELLOW, 2013

15. 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.”

16. TOP 5 SOCIAL NETWORKS
SOCIAL MEDIA NEWS - MAR, 2014
13,200,000
12,600,000
3,650,000
2,500,000 1,600,000

17. 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.”

18. WHICH SITES HAVE WE
STOPPED USING?
SOCIAL MEDIA NEWS - MAR, 2014
45%
18%
12%
9%
12%

19. INSIGHT
“Measure success across
different social media networks.
If you are not getting results,
invest your time elsewhere.”

20. 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

21. 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.”

22. THE MOST ENGAGING FACEBOOK
POSTS IN BANKING
COMM BANK

23. THE MOST ENGAGING FACEBOOK
POSTS IN BANKING
WESTPAC

24. THE MOST ENGAGING FACEBOOK
POSTS IN BANKING
COMM BANK

25. THE MOST ENGAGING FACEBOOK
POSTS IN BANKING
WESTPAC

26. THE MOST ENGAGING FACEBOOK
POSTS IN BANKING
UBANK

27. THE MOST ENGAGING FACEBOOK
POSTS IN BANKING
NAB

28. IT’S NOT JUST ABOUT MARKETING
• CUSTOMER SERVICE
• PUBLIC RELATIONS
• SALES
• HUMAN RESOURCES
• DATA
• RESEARCH

29. MAKE PEOPLE PART
OF YOUR CAMPAIGNS

30. 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

31. MOBILE

32. WHAT IS MOBILE?
You probably think about smartphones but mobile
is so much more than that

33. MOBILE PENETRATION
SMARTPHONES TABLETS
2010 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%

34. Gartner predicted that by 2013
mobile phones would overtake
PCs as the most common web
access device worldwide
MOBILE IS BECOMING THE
PRIMARY DEVICE

35. MOBILE DEVICES SURPASS
DESKTOP IN ONLINE RETAIL
vs
45% 44% 11%
comScore - June 2013

36. IMPLICATION
“Mobile must be a
central component of
any digital strategy”

37. Tablet users spend
20% more per
purchase than on
their smartphone
INSIGHT
comScore - September 2013

38. 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’

39. CONNECTED MOBILE OBJECTS

40. WE’RE ENGAGING PEOPLE
IN NEW WAYS
View project View project
View project

41. AUSTRALIA POST: VIDEO STAMP

42. MOBILE DEVICES ARE EVOLVING
SMART
WATCHES
GOOGLE
GLASS
APPLE
CARPLAY
OCULUS
RIFT

43. “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

44. LOCATION

45. 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”

46. LOCATION BASED SERVICES
Powered by:
!
• GPS
• WiFi
• Bluetooth Low Energy
• iBeacon
• NFC

47. 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.

48. PHONES CAN SEE WHAT’S
AROUND THEM & PROVIDE
CONTENT AT THE RIGHT
TIME & PLACE

49. BEACONS IN ACTION - VIDEO

50. 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

51. FOR MARKETING, THE VALUE LIES IN…
• More efficient media spend
• More relevant messaging
• More sales and loyalty

52. BEACON
ENABLED ATM’S
• LOCATING ATM’S
• TARGETED ADS ON
SMARTPHONE
• IMPROVED SECURITY

53. WESTPAC NZ
LEADS THE
iBEACON RACE
• SPECIAL OFFERS
• ALERT STAFF WHEN
CUSTOMER ARRIVES
• DRIVE INSIGHTS FROM
BRANCH ANALYTICS

54. TAKE OUTDOOR ADVERTISING TO THE
NEXT LEVEL

55. BACK TO SOLOMO…

56. 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

57. WHO’S DOING IT WELL?
These brands are all experimenting with SOLOMO

58. HARNESS GPS TO DELIVER AN
AUGMENTED BRAND EXPERIENCE

59. SYNC YOUR AMEX CARD TO
FOURSQUARE AND CHECK-IN FOR DEALS

61. MINI GETAWAY STOCKHOLM

62. 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.

63. GOOGLE GLASS RACE YOURSELF

64. “THINK ABOUT WAYS ME BANK
CAN HARNESS SOLOMO TO
ENHANCE THE CUSTOMER
EXPERIENCE AND DRIVE DEEPER
BRAND ENGAGEMENT”
A FINAL THOUGHT

65. THANKS
CONNECT WITH ME
@bhowden
inlight.com.au