SoLoMo - Social Local Mobile
Like every other piece of buzz, or most other buzz at least, SoLoMo is not the end all. You will still be able to market other ways but for the local business: the chiropractor, the real estate agent, the auto repair center, and other services offering services within a relatively narrow diameter – SoLoMo is now. Much like the yellow directories of yesterday SoLoMo focuses on local market areas with a higher transactional focus.
Twenty years ago when you applied for a business phone it took about a week for the yellow directory sales pitches to start. They would drop in, phone, send cards and letters, rinse and repeat. My very first purchase of a yellow directory ad just about made me regurge but I knew I had to have it back in 1980. In fact without a yellow directory listing back then if you depended on people who did not drive by your storefront, I was in the entertainment electronics retail business, you may as well put on a monkey suit and stand on the street corner … selling rocks.
The cost of my first add, a half-page, was $3700 for a year. It reached roughly 180,000 people in 112,000 homes if I remember right. It worked. Most of my business back then came from the yellow directory with my second amount from storefront advertising.
The yellow directory was, for all practical purposes, the top search engine of the day. It produced a significant amount of revenue for shops like mine, plumbers, lawyers, auto-repair, tailors, doctors, squirrel catchers, and many more. There was, however, a major catch: once that ad was printed and distributed it was set for the next 12 months. If you were specific about discounts or hours or special product offerings you better still be able to deliver.
Enter the digital age and live engagement
More transactions start with search
Social marketing is as old as marketing. In fact the world’s oldest profession depended on social connections to work. The idea that social marketing is new or was “branded” in the 1970′s is simply ludicrous. In fact Ben Hale, author of Prepare Yourself For Success, wrote that during The Great Depression he reigned as the number one salesman of Chevrolet automobiles because he went where the people were and socialized with them.
To those who don’t get Facebook, Twitter and others
Most of your competition is happy to hear you do not want to go where the people are. They are well pleased you find social sites on the Internet as a childish waste of your time. Your prospective clients who “live” there are also happy to know you feel that way. Times have changed, as they always do, and are still changing. As goes the old saying “you are either in the race or in the crowd”.
If you have enough friends you never need to sell anything
iRig for iPhone
iRig for iPhone/iPad
iRig – suggested retail price $59.95 or on Amazon for about $40
So you’re hanging out on a rainy weekend with nothing much to do but you have your guitar and you’d like to send someone special back home that addictive tune you’ve had in your head. Thing is all you have is your iPhone with it’s so-so audio. Then you remember you read this article on thekencook.com about a portable mini studio type device for your iPhone and you asked for it from your mom for Christmas and there’s a package you still haven’t opened (right, just play along) so you open it and inside there is a … iRig.
We all see the complaints. Facebook makes changes without warning then suffers the brutality of the social network it supports. This event is generally followed by backtracking and scrambling to “fix what they broke”. Let children run a company, nation or social behemoth and that’s what you’re going to get: unilateral decisions that don’t work the way their inexperience believes it will followed by backtracking for one reason – saving face. It happens in politics, too.
Mega Millions Winning Numbers
I’ve got a golden ticket. The nice part about this golden ticket, especially for search engine marketers, is the predictability it presents. Natural disasters, natural events like the death of a super-star, terrible accidents like the Challenger disaster, and similar events turn Google into a massive flurry of searches on those key words.
What search engine marketers should be looking for are ways to take hot search topics like those types of current events and leverage the results to their client’s benefits. Some say this is a disgusting approach when it involves human tragedy but the reality of it is this is simply a business technique that can be used to help the people personally affected by the tragedy. One example of so doing would be to place a donation link to a well recognized charity on the landing page. I digress, this is about leveraging something a little more capitalistic in nature: the Mega Millions lottery.
Okay so I’m not a member of the convinced. I am also not a member of the unconvinced. I saw a “ghost” once and, though I know I saw something almost right in my face, I’m still not convinced of what I saw. Bigfoot, however, should have been captured by now. Seriously. I have my doubts about this footage because it doesn’t “look like Bigfoot”. Whatever that means.
The big question of the day is, “does Bigfoot have a Facebook page?” And the answer is, “Yes. Several.”
I find it interesting that in the minutes following the earthquake, even before the tsunami had made much progress on its journey, the news of the devastation in Japan was all over the social network. In fact one almost could not follow Twitter if the search term Japan were included. Now, just a couple of weeks later, a devastating 6.8 magnitude earthquake has rocked Myanmar and the tweets can be counted by just watching them refresh.
There are 127,000,000 people (approximately) in Japan. In Myanmar there are roughly 52,000 – less than half. The number of US citizens in Japan compared to the number in Myanmar (the State Department still refers to it as “Burma”) is very lopsided. One, without too much research, can only imagine that is mirrored with other countries. Still, you would think at least a few thousand tweets would have been sent.
You have heard it, you’ve read about it, people who appear to know stuff have told you: the digital revolution is unwired and if you don’t feed it what it needs to exist it will move on without you. When is this going to happen? It’s already, almost, so last year.
We cannot imagine the resistance Alexander Bell experienced. I remember hearing old people talking about it back int he 60′s saying they thought the phone would be a huge invasion and some called it “the devil’s box”. Why do we always credit “the devil” with innovation? But I digress. Let’s look at communications changes over the last few thousand years:
When I was in communcations classes some 30 years ago we were told 90% of the advancements in communications had been made since 1900. The number today must be closer to 99% of the advancements since 1969.
Many humans are slow to embrace change. Those who are generally miss the opportunity to leverage the excitement of new chances. Now we all know not everyone can do everything. You can’t be a specialist at real estate and a social media guru and a web programmer and a mobile technology expert … the list goes on. You can, however, use the technology as it is made available to you as an “early adopter”.
The important reason to be an early adopter is because if you are a late adopter by the time you start using the old technology another technology has come into play and the old technology is dead. Why is this important? Be where your buyers are coming instead of where they have already been.