SoLoMo:Emerging Trend—But So What?Robert DeutschCredoreference.comMarch 28th, 2012

Part One: What is SoLoMo?• “The convergence of social and local, as

found and mediated on a mobile

device.”— Outsell, Inc. (2012)

• “…working together, they offer

unparalleled opportunities for relevancy

in messaging. As brands, we can know

who someone is and what they are

interested in at the exact moment and

place in time when we can have the

biggest influence.” —Martin Talks,

Wallblog.co.UK

Creepy, Right?

“How SoLoMo” is empowering consumers, transforming shopping and disrupting advertising and retailing” Prepared by Dr. Phil Hendrix, immr and Eric Risley, Architect Partners featured on GigaOhm (

http://www.immr.org/Viewpoints/SoLoMo/solomo.html)

Why Do We Care about the “Mobile” Internet?

Mobile is an odd “category.” While

many publishers think of it as such,

for consumers, especially young

ones,

it IS the Internet.

— “Getting it Right with GAFA,”

Outsell, Inc. (2012)

About Mobile Use on Campus

“Hand-held devices like smartphones and

tablets are fast becoming the primary way

many people use the Internet. Half of all

college students used mobile gear to

get on the Internet every day last year.”

—Josh Keller, “As the Web Goes Mobile Colleges

Fail to Keep Up.”—Chronicle of Higher

Education (2009)

(

http://chronicle.com/article/Colleges-Search-for-T

heir/126016

/)

Part Two: Library 2.0

“…simply means making your library’s space (virtual and

physical) more interactive, collaborative, and driven by

community needs.  Examples of where to start include blogs,

gaming nights for teens, and collaborative photo sites.  The

basic drive is to get people back into the library by

making the library relevant to what they want and need in

their daily lives…to make the library a destination and not an

afterthought.”

— Sara Houghton, The Librarian in Black

(http://www.blyberg.net/2006/01/09/11-reasons-why-library-20-exists-and-matters/)

What’s the Value to Libraries?

• As libraries reportedly lose those who prefer

‘clicks’ to ‘bricks,’ librarians are doing more to

make the library a destination, with or without

the books.

• This includes creating study space, working

space or any other kind of collaborative area that

students need, be it “tech shop” or debate prep.

Where Are the Young People?

“Contacting younger people is becoming increasingly difficult since

a growing number of them believe that email is dead. Instead they

use instant messaging, Facebook, or SMS. It’s a change in our way

of thinking since many of us still do business primarily through

email, but it’s necessary to recognize this new trend.”

“Four Reasons Libraries Should be on Social Media”— Andy Burkhardt, Information

Tyrannosaur (2009)

(http

://andyburkhardt.com/2009/08/25/four-reasons-libraries-should-be-on-social-media/)

Reference is the top mobile growth category

The Future of Mobile (2012), BusinessInsider.com, http://www.businessinsider.com/the-future-of-mobile-deck-2012-3?utm_source=twbutton&utm_medium=social&utm_campaign=sai#-25

LevelUp, ParkMobile and Overdrive

QR codes and new technologies

allow all kind of instant sales to be

realized. These instant sales skip

a barrier because you have

already previously entered your

credit card information (copying

the Itunes/Amazon model).

“How SoLoMo” is empowering consumers, transforming shopping and disrupting advertising and retailing” Prepared by Dr. Phil Hendrix, immr and Eric Risley, Architect Partners featured on GigaOhm

(http://www.immr.org/Viewpoints/SoLoMo/solomo.html)

Part Three: The Future is Here

• “…Blackboard plans to release an augmented-reality application in the fall to help people discover interesting places on college campuses. When users point their phones' cameras at a campus landmark, for instance, the application will display information about the landmark on their screens.”

—Josh Keller, “As Mobile Devices Multiply, Some Colleges Turn Away From Building Campus Apps”, The Chronicle of Higher Education (2011)

(http://chronicle.com/article/As-Mobile-Devices-Multiply/128060/)

The Future is Here

http://www.youtube.com/watch?v=skBxK9HIE-k

“How SoLoMo” is empowering consumers, transforming shopping and disrupting advertising and retailing” Prepared by Dr. Phil Hendrix, immr and Eric Risley, Architect Partners featured on GigaOhm (http://www.immr.org/Viewpoints/SoLoMo/solomo.html)

What’s Next

2011 Nielson Social Media Business Benchmarking study

Looking Ahead

The Future of SoLoMo?

By enabling users to create, tag and view content “curated” by Location and Social Networks,

SoLoMo is becoming an integral, “must-have” capability in a much broader range of contexts and

applications, as the following innovative apps illustrate:

1. CityMaps – displays the latest social media in a neighborhood (tweets, daily deals, check-ins,

reviews, etc.) http://bit.ly/w1JxDx

2. Trover – allows members to share interesting discoveries within locations http://www.trover.com/

3. Pinwheel – Flickr founder Caterina Flake’s new app allows individuals to leave notes in places for

others to view http://bit.ly/x82dsh

4. Localmind – allows individuals to ask questions of local experts http://tnw.co/wt3nvl

5. TripXP – allows locals to offer their services and activities to tourists http://bit.ly/ApVM9m

6. Alfred by CleverSense (recently acquired by Google) – indicate who you’re dining with, and

Alfred recommends restaurants (and dishes) that the whole group will like http://bit.ly/z2k5nt

7. TagWhat (mentioned above) looks useful as well.

These are just a few examples of emerging solutions that leverage SoLoMo to personalize, simplify,

and enhance users’ experiences in places.SoLoMo is also revolutionizing shopping and M-

commerce, as discussed here (http://bit.ly/qOhnft) and demonstrated more fully in a forthcoming

report.

Dr. Phil Hendrix, immr and GigaOm Pro analyst, @phil_hendrix