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Using SoLoMo (Social Location Mobile) to Promote Business Digitally

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Title: Using SoLoMo (Social Location Mobile) to Promote Business Digitally


1
Using SoLoMo (SocialLocationMobile) to
Promote Business Digitally
  • Madanmohan Rao, IndiaCom
  • http//twitter.com/MadanRao
  • madan_at_techsparks.com

2
New Languages of Digital Media
  • Tweeple, tweetups, twitterverse, megatwend
  • Textmate
  • Flirtextatious
  • ObseSMSed
  • Textiety, text addict
  • The Golden Age of App-ortunity!

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Promotions Through Multiple Media
  • Paid media
  • Mainstream media TV, radio, newspapers,
    magazines
  • Reference media yellow pages (print, online
    list, search)
  • Owned media
  • Internet Web site, email
  • Mobile shortcode, permission marketing
  • Earned media
  • Social media LinkedIn, Twitter, YouTube,
    Facebook, Wikipedia

5
Internal Media Digital Opportunities
  • Information
  • Databases, portals, documentation
  • Monitoring
  • Sensors, RFID, M2M networks
  • Communication
  • Newsletters, social media
  • Collaboration
  • Co-creation

6
The 8 Cs of Digital Media
  • Connectivity
  • Content
  • Community
  • Culture
  • Capacity
  • Cooperation
  • Commerce
  • Capital

7
The 8 Cs of Digital Media
  • Connectivity
  • Connectivity, bandwidth, devices, platform,
    interfaces, standards, portal costs, tariffs,
    fees licenses
  • Content
  • Language, mode (voice/SMS/multimedia). Creation,
    classification, archival, retrieval, tracking
  • Community
  • Target audience. Interest/vocational communities,
    levels of affinity, online/offline, evolution of
    communities
  • Culture
  • Trust, support, learning organisation

8
The 8 Cs of Digital Media
  • Capacity
  • Roles, organisational support, training, HR
    outsourcing
  • Cooperation
  • Between departments, units with
    customers/partners, industry, external institutes
    (eg academia)
  • Commerce
  • Transactions, incentivisation, payment,
    monetisation
  • Capital
  • Investments into knowledge communication, RoI
    metrics

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Social Media Spectrum of Activities
  • Level I filter, rate, tag, relay
  • Level II social profiling, social networking
  • Level III remix, modify, mashup
  • Level IV compose original content, applications
  • Level V collaboratively create content,
    applications
  • Level VI online offline (eg. tweetups)

14
Converging Theories
15
Maturity Levels of SoLoMo Media in Business
  • Media neutral/phobic
  • Media aware
  • Media capable
  • Media centric
  • Media transformed

16
Brand Components
  • Experience
  • Value
  • Attachment
  • Events, processes, activities
  • Campaigns, communities, conversations
  • Customer watering holes

17
  • Brands should join the Conversation Economy.
  • - Jody Turner
  • Founder, CultureOfFuture.com

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Metrics Assessing Impacts of SoLoMo Media
  • Activity metrics
  • Process metrics
  • Knowledge metrics
  • People metrics
  • Business metrics

22
The Road Ahead
  • Take a look at your competition and counterparts
    in SoLoMo space
  • Look outside your industry
  • Focus on back channel and main channel
  • Not all SoLoMo media are created equal
  • Not all SoLoMo media will remain the same

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Business and SoLoMo Challenges
  • Digital media fatigue
  • Need to move from busy metrics to engaged
    metrics
  • Going beyond tactical benefits to strategic
    benefits
  • Moving from social business to better business

29
Digital Media Partnership Strategies
  • Presence across media
  • Trusted brand in the industry
  • Synergies between multiple media
  • Networked with leading digital players
  • Expertise in content creation
  • Excellence in search engine optimisation
  • Invests in education of the market

30
Digital Content Pyramid
POI, Landmark POI, Landmark
   
BUSINESS PHOTOS BUSINESS PHOTOS BUSINESS PHOTOS BUSINESS PHOTOS
WALK THROUGH VIEW WALK THROUGH VIEW WALK THROUGH VIEW WALK THROUGH VIEW
SHOP FRONT PHOTOS SHOP FRONT PHOTOS SHOP FRONT PHOTOS SHOP FRONT PHOTOS SHOP FRONT PHOTOS SHOP FRONT PHOTOS
Multi dimensional Multi dimensional Multi dimensional Multi dimensional Multi dimensional Multi dimensional
ENHANCED INFOMATION ENHANCED INFOMATION ENHANCED INFOMATION ENHANCED INFOMATION ENHANCED INFOMATION ENHANCED INFOMATION ENHANCED INFOMATION ENHANCED INFOMATION
Category Specific Additional Information Category Specific Additional Information Category Specific Additional Information Category Specific Additional Information Category Specific Additional Information Category Specific Additional Information Category Specific Additional Information Category Specific Additional Information
GEO-CODES GEO-CODES GEO-CODES GEO-CODES GEO-CODES GEO-CODES GEO-CODES GEO-CODES GEO-CODES GEO-CODES
Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates Lat-Long Co-ordinates
BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING BASIC Business LISTING
Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category Name, Address, Phone Business Category
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Mobile web pages
34
Questions?
  • Email madan_at_techsparks.com
  • Twitter http//twitter.com/MadanRao
  • Blogs http//mobile.techsparks.com
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