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Redefining "Social" at Social-Loco
Recently, I attended Social-Loco, a conference hosted by Converge Labs, held locally in my city, San Francisco. The theme of this year’s conference was convergence – how investors, brands and technology providers are converging to explore what the latest social and location technologies and services are doing for businesses and consumers. Google, Bing, Hearsay and JiWire were just a few of the many companies that showcased their latest and greatest innovations at the conference.
One of the most significant themes arising from the show is how the term “social” is transforming into a multi-dimensional term, “SoLoMo,” or social + location + mobile, coined by Silicon Valley investor John Doerr. SoLoMo more clearly illustrates how social data, when combined with location-based and mobile data, is creating new value for retailers, marketers and consumers alike.
 Jeff Miles, director for mobile transactions at NXP, used the convergence of GPS and Near Field Communications (NFC) as an example of how social, location and mobile technology and services are complementary. For retailers, NFC, or the technology behind mobile transactions, when combined with GPS, offers a powerful way to connect and engage with customers. This concept comes to life with loyalty programs, as illustrated in the following scenario: A shopper walks into a store; GPS identifies his location and the shopper receives a special offer; at checkout, NFC technology reads the coupon and will automatically apply the offer. Frequent customers can store their customer rewards information and personal shopping preferences on their phones via NFC. Or, shoppers can save the offers to their mobile phones by tapping a display in a shop. With APIs allowing application developers to tinker with NFC capabilities, opportunities for SoMoLo will continue to grow.
For more insights from the Social-Loco conference, be sure to read this post from the CEO of Beyond, Text 100's sister agency, which recaps findings from a study they conducted of social mobile users.- Alisa Davis, Senior Account Executive, San Francisco
*Image via Robert Scoble's flickr stream.
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