What is SoLoMO
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This document discusses the concept of SoLoMo, which combines social media, local searches, and mobile technologies. It notes that people now live in a "SoLoMo world" where they search for local businesses and share information online using mobile devices. SoLoMo represents the combination of real-life interactions, the internet, and real-time sharing enabled by social networks, location features on mobile phones, and the rise of mobile internet usage. The document outlines key trends in social media, local searches, and mobile usage to illustrate the growth of the SoLoMo space and opportunities it provides for local businesses to engage customers.
What is SoLoMO
- 1. SoLoMo Presented By: Go Local Website: GoLocal.com
- 2. SoLoMo What is SoLoMo? So Lo Mo Social Local Mobile Proprietary and confidential. Do not distribute. 2
- 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 Proprietary and confidential. Do not distribute. 3
- 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 Proprietary and confidential. Do not distribute. 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; Proprietary and confidential. Do not distribute. 5
- 6. Social Social Proprietary and confidential. Do not distribute. 6
- 7. Social “Every year internet users will share twice as much information as the year before” Proprietary and confidential. Do not distribute. 7
- 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 Proprietary and confidential. Do not distribute. 8
- 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 Proprietary and confidential. Do not distribute. 10
- 11. Social Why People “Like” Brands on Facebook Source: Exact Target 2011 Proprietary and confidential. Do not distribute. 11
- 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 Proprietary and confidential. Do not distribute. 12
- 13. Social Why People “Un-Like” Brands on Facebook Source: Exact Target 2011 Proprietary and confidential. Do not distribute. 13
- 14. Local Local Proprietary and confidential. Do not distribute. 14
- 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. Proprietary and confidential. Do not distribute. 16
- 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 Proprietary and confidential. Do not distribute. 17
- 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 Proprietary and confidential. Do not distribute.
- 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 Proprietary and confidential. Do not distribute.
- 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. Proprietary and confidential. Do not distribute. 20
- 21. Mobile Mobile Proprietary and confidential. Do not distribute. 21
- 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 Proprietary and confidential. Do not distribute. 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 Proprietary and confidential. Do not distribute. 23
- 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 Proprietary and confidential. Do not distribute. 24
- 25. Mobile How often do you perform these shopping activities on your tablet? Source: comScore and Intermedia, October 2011 Proprietary and confidential. Do not distribute. 25
- 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 Proprietary and confidential. Do not distribute. 26
- 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 Proprietary and confidential. Do not distribute. 27
- 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 Proprietary and confidential. Do not distribute. 28
- 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 Proprietary and confidential. Do not distribute. 29
- 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 Proprietary and confidential. Do not distribute. 30
- 31. SoLoMo SoLoMo Brand Examples Proprietary and confidential. Do not distribute. 31
- 32. SoLoMo Proprietary and confidential. Do not distribute. 32
- 33. SoLoMo Proprietary and confidential. Do not distribute. 33
- 34. SoLoMo What Can We Learn from SoLoMo? Proprietary and confidential. Do not distribute. 34
- 35. SoLoMo Start with People, Not Technology Proprietary and confidential. Do not distribute. 35
- 36. SoLoMo Sharing Must Be About Audience Benefit Proprietary and confidential. Do not distribute. 36
- 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) Proprietary and confidential. Do not distribute. 37
- 38. SoLoMo Keep a Simple Focus, if you want widespread adoption Proprietary and confidential. Do not distribute. 38
- 39. SoLoMo Build Relationships, Not Spectacle Proprietary and confidential. Do not distribute. 39
- 40. SoLoMo What’s next for SoLoMo? Proprietary and confidential. Do not distribute. 40
- 41. SoLoMo SoLoMo + Mobile Payments Proprietary and confidential. Do not distribute. 41
- 42. SoLoMo Life Logging Proprietary and confidential. Do not distribute. 42
- 43. SoLoMo Presented By: Go Local Website: GoLocal.com