Using SoLoMo (Social+Location+Mobile) to Promote Business Digitally Madanmohan Rao, IndiaCom

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

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

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

The “8 Cs” of Digital Media l Connectivity l Content l Community l Culture l Capacity l Cooperation l Commerce l Capital

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

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

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

Network power proportional to # of members, Telecom/broadband density correlates with GDP Propaganda, Influence, Framing/de-coding, Mobilisation/confrontation, “Foreign factor” Manuel Castells: two-way “mass self-communication”, Compressor/accelerator/ catalyst/amplifier, Tipping point Information design Media reach v/s richness Taxonomy, ontology, folksonomy Usability, testing; localisation Cultivation, Gatekeepers, Structural flows of international news, Agenda- setting

Maturity Levels of SoLoMo Media in Business l Media neutral/phobic l Media aware l Media capable l Media centric l Media transformed

Brand Components l Experience l Value l Attachment l Events, processes, activities l Campaigns, communities, conversations l Customer “watering holes”

“Brands should join the Conversation Economy.” - Jody Turner Founder, CultureOfFuture.com

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

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

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

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

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 Digital Content Pyramid

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