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SoLoMo - A Crash Course

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  • 1. SoLoMo A CRASH COURSE social media + location + mobileCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 2. Why SoLoMo? SOcial LOcal MObile •  Businesses with 100+ •  One in 5 searches •  70% of all mobile fans see 8% higher has local intent. searches result in click-through rates. action within one •  80% of mobile hour. •  125% higher Internet users prefer conversion rates. ads locally relevant •  5.9B active mobile to them. devices.Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 3. Social Media Investment Levels EXPERIMENTATION ADOPTION INNOVATION •  TESTING THE •  ACCEPTANCE •  TESTING NEW WATERS •  SOME BUDGET METHODS •  NO BUDGET ALLOCATED (5-7% •  LARGER BUDGET ALLOCATED OF MARKETING ALLOCATED (20%+) BUDGET)Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 4. Social Media Investment & Perceived Risk/Confidence Levels HIGH PERCEIVED RISK EXPERIMENTATION MED ADOPTION INNOVATION LOW LOW MED HIGH CONFIDENCECasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 5. SoLoMo – Key Points to Understand Integration: unified approach Adaptation: content and messaging Quality: deals do not equal retention Sharing: drive engagement Relevance: contextually relevant to the userCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 6. SoLoMo Examples: Allstate The Allstate GoodRideSM app allows The Allstate Tag In app allows users to users to log, plan and share their riding send a message, location, and set up experiences, and receive accident group chat with family, and friends. support.Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 7. SoLoMo Examples: BCBS of Louisiana Great example of branded content, but not SoLoMo… BCBS of Louisiana could integrate social and local to their latest app to drive engagement and deepen loyalty.Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 8. SoLoMo: Vertical Potential Automotive Education Events Financial Food & Bev Government SoLoMo Healthcare Insurance Media Nonprofit Retail Transportation TravelCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 9. SoLoMo Challenge: Concept •  Concept of location •  Interaction for interaction’s sake •  Consistency and coherent growth •  Ambient awareness must not be noise •  SoLoMo app abundance and the need to adoptCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 10. SoLoMo Challenge: Battery Life •  Mobility and connectivity •  Issue is solvable •  Hinders developer potential •  Social centralization •  Mobile and Internet culture is here to stayCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 11. SoLoMo Challenge: Privacy and Ownership •  Inherent loss of privacy •  Tackling fears of control, embarrassment and feeling cheated •  Full potential dependent on willingness to share interests, location, wants and needs •  Users more aggressive and informed •  Expectation of distance and protection by consumersCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 12. SoLoMo: Trending Topics and the Foreseeable Future •  Contextual relevance •  Socially ambient applications •  Near field communication •  Gamification •  Social commerce •  Mobile advertisingCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 13. AREA203 case study: Grito Objectives: Successfully launch new product in a new market; generate in-store foot traffic and sales in Tuxtla Gutiérrez, Mexico Target Audience: Youth market ages 13–24 Solutions: Establish Facebook page as campaign headquarters; generate targeted awareness and engagement; establish local relationships with sports teams; sync launch online and offline Media: Social, outdoor, radio Results: Grew targeted Facebook community from 0 to more than 11,500 in less than 6 months; over 1000 coupon downloads in first few weeks of Facebook campaign **Technology sophistication challenges prohibited this from having a SoLoMo approachCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 14. Key Takeaways for SoLoMo ü  Think integration. ü  Having a solid content strategy is critical. ü  SoLoMo is more than check-in specials. ü  Approach to digital marketing should evolve every 6 months or less.Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 15. Suggested Readings:Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 16. Casey Knox Director, Social Media and Public Relations AREA203 Digital AREA203.com | AREA2oh3.com @AREA203Digital @CaseyMaeKnoxCasey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

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