Transcript shop front photos

Using SoLoMo (Social+Location+Mobile)
to
Promote Business Digitally
Madanmohan Rao, IndiaCom
http://twitter.com/MadanRao
[email protected]
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
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Paid media
– Mainstream media: TV, radio, newspapers, magazines
– Reference media: yellow pages (print, online; list, search)
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Owned media
– Internet: Web site, email
– Mobile: shortcode, permission marketing
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Earned media
– Social media: LinkedIn, Twitter, YouTube, Facebook,
Wikipedia
Internal Media: Digital Opportunities
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Information
– Databases, portals, documentation
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Monitoring
– Sensors, RFID, M2M networks
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Communication
– Newsletters, social media
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Collaboration
– Co-creation
The “8 Cs” of Digital Media
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Connectivity
Content
Community
Culture
Capacity
Cooperation
Commerce
Capital
The “8 Cs” of Digital Media
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Connectivity
– Connectivity, bandwidth, devices, platform, interfaces,
standards, portal; costs, tariffs, fees; licenses
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Content
– Language, mode (voice/SMS/multimedia). Creation,
classification, archival, retrieval, tracking
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Community
– Target audience. Interest/vocational communities, levels of
affinity, online/offline, evolution of communities
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Culture
– Trust, support, learning organisation
The “8 Cs” of Digital Media
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Capacity
– Roles, organisational support, training, HR; outsourcing
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Cooperation
– Between departments, units; with customers/partners,
industry, external institutes (eg academia)
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Commerce
– Transactions, incentivisation, payment, monetisation
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Capital
– Investments into knowledge communication, RoI metrics
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”)
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Cultivation, Gatekeepers,
Structural flows of
international news, Agendasetting
Network power proportional
to # of members,
Telecom/broadband density
correlates with GDP
Manuel Castells: two-way
“mass self-communication”,
Compressor/accelerator/
catalyst/amplifier,
Tipping point
Propaganda, Influence,
Framing/de-coding,
Mobilisation/confrontation,
“Foreign factor”
Information design
Media reach v/s richness
Taxonomy, ontology,
folksonomy
Usability, testing; localisation
Maturity Levels of
SoLoMo Media in Business
Media neutral/phobic
 Media aware
 Media capable
 Media centric
 Media transformed
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Brand Components
Experience
 Value
 Attachment
 Events, processes, activities
 Campaigns, communities, conversations
 Customer “watering holes”
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“Brands should join the Conversation Economy.”
- Jody Turner
Founder, CultureOfFuture.com
Metrics: Assessing
Impacts of SoLoMo Media
Activity metrics
 Process metrics
 Knowledge metrics
 People metrics
 Business metrics
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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’
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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
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Digital Content Pyramid
POI,
Landmark
BUSINESS PHOTOS
WALK THROUGH VIEW
SHOP FRONT PHOTOS
Multi dimensional
ENHANCED INFOMATION
Category Specific Additional Information
GEO-CODES
Lat-Long Co-ordinates
BASIC Business LISTING
Name, Address, Phone & Business Category
Mobile web pages
Questions?
Email: [email protected]
Twitter: http://twitter.com/MadanRao
Blogs: http://mobile.techsparks.com