so lo mo m2m webster oct 6_2011

SO LO MOWHAT EVERY BUSINESS NEEDS TO KNOW ABOUT NEW MARKETING STRATEGY

RALPH SHERMAN @ MADISON2MAIN

SOCIAL-LOCAL-MOBILE

Term first coined by John Doerr, famed internet start-up investor at Kleiner Perkins Caufield & Byers.

Describes the major levers in building successful businesses in the next decade.

DRIVERS OF SO-LO-MO

Social Networks:Inter-dependent Communitiesof Interest

Main Street:Local, Shared,Accountable Media

Smartphones Instant Empowerment& Scale

SOCIAL:

Participation Juggernaut

60 seconds of Social Media sharing—constant conversation is changing behavior,“democratizing” brands, consideration and purchasing.

APPS TRANSFORMING PURCHASE BEHAVIOR—NOT JUST EYEBALLS BUT SALES

LOCAL: NEW MEDIA IS NEW “POINT OF SALE”

Old Media:

Awareness (Reach)

Attitude (Brand)

Action (Push- Not Interactive)

New Media:

Shared (Targeted)

Rated (Trusted)

Anywhere (Interactive)

“Broadcasting” “Participating”

LOCAL: ENABLEMENT/ACTIVATION TOOLS GROWING

QR (Quick Response) Codes: Scan for “real-time” info and options (e.g., compare, share, activate)

Tech Device Penetration & Expanded Demographics: Smartphones everywhere and people who know how to use them

Apps That Make Money:Many more proven models for monetizing search, visits and clicks

Targeted Data:Sites getting better at capturing, packaging and selling detailed customer data

MOBILE: MORE THAN JUST PHONES

MOBILE: USAGE BEHAVIOR IS CHANGING

MOBILE: EVERYPLACE IS A RETAIL STOREFRONT

Square Credit Card Reader

MOBILE: FB AS YOUR VIRTUAL STORE (AND SOMEONE IS ALWAYS THERE)

MOBILE: INTEGRATION POINT FOR NEW MARKETING STRATEGY

MOBILE: SUPERMAN OF ACCOUNTABLE MEDIA

SO-LO-MO: CONCLUSIONS Markets have always responded to innovation, scale,

convenience and affordability—SOLOMO strategy touches each platform

“Real-time” is a powerful consumer and seller “button”

Referral, testimony remains a powerful driver for B2B and B2C marketing—new media dramatically expands its value

Smartphone penetration is rapidly reaching the “tipping point”– content and app innovation is just beginning

“Old” media is not dead—Reach remains powerful dynamic, but targeting efficiency of new media requires careful integration of platforms and tactics

Ralph Shermanwww.madison2main.com

madison2main/RalphSherman

http://www.linkedin.com/in/ralphsherman

Thanks For Listening.