We live in a society dependent on technology. Today’s consumers rely on social, local, and mobile systems to seamlessly perform multiple actions (Horton, 2013). Brands now more than ever, need to participate and integrate content and conversations happening across a SoLoMo (social, local, mobile) landscape.
“In years past, social media marketing, geo-local marketing, and mobile marketing (which until recently largely comprised of SMS text marketing to feature phone users) lived in discrete silos” (Horton, 2013). Breaking down long held traditional silos means marketers need to dethrone the belief “Conversation is king, content is just something to talk about” (Novak, 2010).
According to Chris Horton, Content Creator/Digital Strategist for SyneCore Technologies, brands should instead, “Get Social. Think Local. Spend on Mobile” (Horton, 2013). Horton believes content and social messaging should be coordinated because “Content shared on social media amplifies your brand’s online presence while transparent social exchanges project its authenticity, fostering longstanding connections with new prospects and existing customers” (Horton, 2013). Brands unable to leverage SoLoMo by marrying content and conversations will be powerless to the consumer, who is now the king of their own social and mobile technologies.
SoLoMo might be a new marketing buzzword gaining traction, but many brands have begun to meet the demands of technology minded consumers.
Mashable.com
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| The New Responsively Designed Mashable.com |
Mobile
By leveraging the latest responsive technology, Mashable sets the bar high for other brands to deliver a seamless user experience no matter the device used.
Social
“In addition to hosting a slew of engaging hangouts and posting fresh content daily, Mashable encourages its consumers to use social from within the site’s pages” (Wildfire, 2012). Instead of sharing an entire article on social networks, the new Mashable leverages a new approach called “microcontent sharing,” which gives readers the ability to share individual quotes, images, videos, or songs across social networks (Cashmore, 2012).
The comments section on Mashable.com was never an engaging or rich user experience. Since the new redesign debuted, Mashable.com has upped the ante by adding a rich-text editor, which allows readers to post photos from Instagram and Flickr, videos from YouTube and Vimeo, and songs from Soundcloud and Spotify (Cashmore, 2012).
Local
Even though, the Mashable brand has yet to tackle localized banner marketing, the brand is moving towards that direction by “making ads prettier, more fun, and more engaging” (Cashmore, 2012).
Horton encourages brands to adopt the PI principle (participate/ integrate) to ensure a brand is on the right side of the historical shift to SoLoMo (Horton, 2013). Brands currently leveraging the participate principle, like Mashable, already recognize that social and mobile are paradigm shifts. Brands unable to recognize and adapt to the changing landscape will not be able to meet the content and conversational demands made by SoLoMo consumers.
Download the free field guide for SoLoMo below by SyneCore Technologies.
Cashmore, Pete. (2012). Welcome to the new mashable. Retrieved February 3, 2013 from
http://mashable.com/2012/12/04/new-mashable/
Horton, Chris. (2013). SoLoMo field guide.
Retrieved February 3, 2013 from
http://engage.synecoretech.com/SoLoMo-field-guide?hsCtaTracking=f79c5649-4cf3-4afb-b09c-9bd40da00a46%7C4f36a08c-c7c8-4dba-953f-94edd02884fc
Novak, Catherine. (2010). Why conversation, not content is king. Retrieved February 3, 2013 from
http://www.wordspring.ca/2010/07/why-conversation-not-content-is-king/
Wildfire. (2012). Rethinking the funnel: how your brand’s marketing efforts should evolve for the new social customer lifecycle. Retrieved February 3, 2013 from http://www.thinkwithgoogle.com/insights/library/studies/new-social-customer-lifecycle/
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