SO LO MO WHAT EVERY BUSINESS NEEDS TO KNOW ABOUT NEW MARKETING STRATEGY RALPH 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 Communities of 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 Sherman madison2main/RalphSherman Thanks For Listening.