Posts tagged as "local"

Revisiting SoLoMo in Istanbul

If any industry sector is uniquely poised to benefit from the triumvirate of social, local and mobile, it's the classified listings industry. The last time I spoke about whether do embrace SoLoMo or just embrace social, local and mobile I cautioned against the tick in the box approach and against adopting new technologies just because you're exhorted to.

But at first glance, a business running classified listings does seem to put all the right ticks in all the right boxes.

Firstly local. Classifieds are inherently local, offering a way for local businesses and individuals to offer ... stuff ... to other local people. Implementing a local strategy needs your mainstay offering to have a strong geolocation quotient and what could be more local or more geolocation than addresses and postal codes?

Then there's mobile. Most classifieds businesses have either fully or partially transitioned from print to online and if you already have an online presence, you're more than half way to having a mobile online presence.

Finally there's social. Again, there's a strong affinity with classifieds. Nothing spreads faster than word of mouth reputation and harnessing the power of social media to allow people to say "hey, I just found this really cool stuff" is a compelling case for social.

So when the International Classified Media Association, the ICMA, asked me to talk about SoLoMo at their Social, Local, Mobile: Classified Media Strategies conference in Instanbul last week it was an ideal opportunity to see whether my preconceptions to be skeptical about SoLoMo were borne out in practise or whether I'd just overdone the cynicism a bit too much.

SoLoMo, Or Just Social, Local And Mobile?

One of the many things I like about writing talks for a conference is that the talk often morphs during the writing process as I research the theme and try to make the narrative at least vaguely coherent. Of course, it also helps that when you're asked to be a speaker at a conference, the organisers often want the title and abstract up to 3 months ahead of proceedings. 3 months is a long time in the tech industry and a lot can change.

Which brings me to the talk I gave a month ago at the Location Business Summit in Amsterdam and again today at the Click 6.0 Digital Marketing conference in Dubai.

I'd originally wanted to talk about the importance of digital maps in SoLoMo, the much touted convergence of social, local and mobile. The more I researched this, the more a feeling of déjà vu crept into my thinking. I was sure I'd seen a much talked about and much feted tech phenomenon turn out to be more hype than substance. Much as hyperlocal, which I approached from the point of view of a hopeful sceptic, turned out to be more hype than local, SoLoMo gave me the same feeling of unease.

Where 2.0 - Hype (or Local?)

Sometimes writing a talk and putting together an accompanying slide deck is an education in itself. You set out with a point you want to make and in researching the evidence to back up your assertions you find out that the point you originally wanted to make isn't actually correct. You could give up at this point, which is not to be recommended as you're already on the conference schedule, or you could accept that your reasoning was flawed in the first place and make your talk instead centre on why you were wrong.

Thus it was with the researching and background behind my talk at Where 2.0 in San Jose on Wednesday. Originally entitled as a declaration, it soon became obvious that "Ubiquitous location, the new frontier and hyperlocal nirvana" was missing a very significant question mark.

Location is a Key Context, But Most People Don't Know This

Like a lot of people, I get most of the information I use, both personally and professionally, from the web; from RSS feeds, from keyword search alerts and from Twitter. The genesis of my recent Theory of Stuff slowly accumulated out of this mishmash of feeds, alerts and status updates.

Firstly I read about EchoEcho, a new location based service which promises all manner of good stuff by showing you where your friends are regardless of which location based service they currently use. Let's leave aside for one moment that the service independence of this app seems to be based around the concept of getting all your friends to use EchoEcho and then consistently getting them to report their location. Let's look at something far more fundamental than that, the strong sense of location deja vu harking back over two years ago. Haven't we been here before?