An all-star big brand session presented during ad:tech SF 2012 April 3, 2012 led by Anthem Worldwide's Mark Silva with Citi's Vanessa Colella, Walmart's Paul Cousineau, The Weather Channel's Bill Drolet, and Walgreen's Adam Kmiec.

1. {SoLoMo}
The Revolutionary New Convergence of
Social + Local + Mobile

2. SPEAKERS
Vanessa Paul Bill Adam
Colella Cousineau Drolet Kmiec
Head of North VP of Mobile VP Digital Ad Sales Director, Social
America Marketing Products, Global The Weather Media
Citibank eCommerce Group Channel Walgreens
Walmart Companies
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3. INTRODUCING
SOLOMO
For the next hour we’re going to
talk about:
• Defining SoLoMo looking at
dynamics of each area and of
their intersection
• Emerging behaviors around Session Moderator
different devices @MARKSILVA
• Hear from three big brands
how they’re leveraging SoLoMo #AdTechSF #SoLoMo
to win
• Let’s do this
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4. EARLIEST
RECORDED
SOUND WAS According to Neil Postman in
Amusing Ourselves to Death
POETRY...
news has become sensational
to maintain relevance
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5. SOLOMO Credit: Kleiner Perkin’s
John Doerr
Not one platform but
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combination of them
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6. DEFINING: SOLOMO
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7. ZUCK’S
LAW
Y = C *2^X — Where X is time, Y
is what you will be sharing and C
is a constant.
In human language:
every year internet users
will share twice as much
information as the year
before
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8. MOBILE’S KILLER APPS
MOBILE APPS & THE SOLOMO INTERSECTION
YOUTUBE GOOGLE SEARCH
GOOGLE VOICE
FACEBOOK GOOGLE MAPS
GMAIL PANDOR RADIO THE WEATHER CHANNEL
GROUPON
WORDS WITH BARCODE SCANNER
FRIENDS FACEBOOK TWITTER
MESSENGER FOURSQUARE SHOPKICK
YELP MOVIES BY FLIXTER
TALK - TEXT TO VOICE
LIVINGSOCIAL
DROPBOX WEATHERBUG 28 OF THE TOP
WORDS WITH
GAS BUDDY 50 APPS HAVE
FRIENDS FREE GOOGLE +
FANDANGO A SOCIAL & OR
REDBOX
SKYPE LOCAL
STREETVIEW COMPONENT
SOCIAL LOCAL
Source: Nielsen Q4 2011 P30-Day Used Phone for Shopping
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9. THREE
HORSEMEN
OF MOBILE Srry, Prolly Not RIM
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10. SMARTPHONE
SHOPPER
Discovery and purchase
behaviors
Source: Nielsen
Smartphone
Analy2cs,
December
2011
IOS
&
ANDROID
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11. AND THEN
THERE’S
THE
TABLET
Sources: comScore and Intermedia October 2011
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12. IPAD:THE
FASTEST-
RAMPING
DEVICE
Sources: Apple, Mary Meeker, KPCB 2011
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13. CUDDLE UP MEDIUM
Source: Nielsen Q3 2011 Connected Device Report
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14. FITS-IN MEDIUM
89%
82%
80%
76%
47%
49%
39%
43%
Source: Nielsen Q3 2011 Connected Device Report
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15. • Shipments of smartphones &
tablets passed desktops/
laptops
SOLOMO • US mobile searches grew 4X
last year
• Google forecasts $2.3 BN 2011
BY THE mobile revenues; 1 in 3 mobile
searches are local
• Converts like crazy: after
NUMBERS
searching for a local business,
61% of users called and 59%
visited
• 74% of consumers have
purchased as result of using
smartphone while shopping
Credit: Mary Meeker @Google’s Think Mobile 2/10/11
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16. BIG IDEAS
HIDING IN
SOLOMO
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17. SOLOMO’S
BIGGEST
THREAT:
PRIVACY
Source: Nielsen Q3 2011
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18. SoLoMo: The Revolutionary New
Convergence of Social + Local
+ Mobile
Adam Kmiec
Director, Social
Media
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19. WE THINK OF
SOCIAL
IN TERMS OF
SIGNALS

20. MAKING CONTENT REAL AND LOCAL
“So” “Lo”
Networks
Platforms Where I Am
Actions What I’m Doing
Behaviors
Often
Apps
GPS Unrealized
SMS
RTM Opportunity
“Mo”

21. WE LOOK TO TAP
INTO NATURAL
BEHAVIORS

23. WE MADE FLU SHOTS
EXCITING &
MEANINGFUL

24. 2011 FLU SHARE OF VOICE
FY2011

25. 2012 FLU SHARE OF VOICE

26. RETURN ON
AMAZING +
RETURN ON
INVESTMENT

27. SIMPLE, NATURAL AND REAL VALUE

28. SoLoMo: The Revolutionary New
Convergence of Social + Local
+ Mobile
Vanessa Colella
Head of North America Marketing, Citi
Bill Drolet
VP Digital Ad Sales, The Weather Channel
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29. {SoLoMo} STRATEGY
Banking no longer stops at the doors of our branches, or the pages of our
own websites
Citi is reimagining banking for the way consumers live today
We are partnering deeply to take relevance and engagement to a new
level
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32. {SoLoMo} STRATEGY
Banking no longer stops at the doors of our branches, or the pages of our
own websites
Citi is reimagining banking for the way consumers live today
We are partnering deeply to take relevance and engagement to a new
level
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33. {SoLoMo} CROSS-PLATFORM
CONVERSATION
Cable
The launch of TWC Social, brought to you by Citibank, on August 11, 2011 was unprecedented
First time cross-platform Twitter aggregation on a single topic
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34. {SoLoMo} THE WEATHER STORY
Regardless of the Weather
Average of 105,000 tweets captured each day
East Coast Earthquake (August 2011)
95,000 tweets in one hour
Hurricane Irene (September 2011)
700,000 tweets in one day
Snowtober (October 2011)
400% increase in tweets sent from TWC properties
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35. {SoLoMo} LOCAL RELEVANCY
WHEN IT MATTERS THE MOST
Because connecting with friends, neighbors and loved ones becomes critical in severe weather, TWC drove traffic
to weather.com/social across all platforms
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36. {SoLoMo} PERSONALLY RELEVANT
CREATIVE
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37. {SoLoMo} PERSONALLY RELEVANT CREATIVE
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38. {SoLoMo}
Engaging consumers in a two-way conversation…
ENGAGEMENT
• Consumers visiting social weather pages spend more than 2x the average time spent on site
• Visitors interacting (tweeting) on the page spend more than 3x the average time spent on
site
Driving local engagement and simplifying consumers lives…
• Creative that is personally and locally relevant to consumers received a 200%-400% lift in
average click-through rates
• Weather events (e.g., hurricanes) and holiday planning provided key opportunities to take
advantage of traffic spikes of 200-300% and drive relevancy
Surrounding consumers no matter where they happen to be and enriching their
daily lives through personally relevant content …
• In general, Mobile proved to be 3-4X more successful at positively impacting brand metrics
for the overall audience
• Mobile messaging achieved a 250% lift in purchase intent and a 116% lift in message
association above industry norms
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39. {SoLoMo} INDUSTRY BUZZ
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40. SoLoMo: The Revolutionary New
Convergence of Social + Local
+ Mobile
Paul Cousineau
VP of Mobile Products,
Global eCommerce
Group
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42. MOBILIZING .COM

43. “Mobilizing .COM” “Mobilizing the Stores”

44. ACCELERATING
MULTI-CHANNEL

45. MOBILE PRODUCTS TO DATE

49. SHOPPING LIST

51. Q&A #SoLoMo
#adtechSF
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52. THANK Follow-Up info:
• Deck availabe at bit.ly/
adtechsolomo
• DM @marksilva
YOU! • Video to be posted online
via adtech &
digital.anthemww.com
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