Mobile Marketing ThinkSoLoMo! Social + Local + Mobile By Lauriane Laurent MBA 2 A
Exercise Guidelines Find 2 examples of Local + Social + Mobile - 1 from hospitality, 1 from another industry What are the objectives of each campaign? What social tools are used in each campaign? How will the results be measured? Which one do you think is 'smarter‘? Please explain why.
Large communities of fans on Twitter and Facebook
Jimmy Choo launched the « Catch a Choo » program, in partnership with Foursquare, in April2010.
One of the most famous Luxury Hotel Brand Large communities of fans on Twitter and Facebook (brand pages + individual hotels pages) Four Seasons in California launched the « Best of California » program, in partnership with Gowalla, for 10 weeks in 2010.
My 2 Examples Four SEASONS JIMMY CHOO The concept: A real time treasurehuntaround London via Foursquare How diditwork?: One pair of Jimmy Choo trainers checked in at various locations and those who follow the campaign and were lucky enough to arrive at a venue before the trainers left got to pick a pair in the style and size of their choosing! The shoes could be followed on Twitter, Foursquare and Facebook The concept: When members checked into three of the recommendations from the Four Seasons’ concierge on Gowalla, they earned a $100 spa or dining credit which could be redeemed during their stay. How did it work?: Concierge choices show up in a "Trip" tab on Gowalla, users checked-in and received a PIN number thatwas redeemable at Four Seasons spas or restaurants in California
MY 2 EXAMPLES Four SEASONS JIMMY CHOO The spin thatentitledyou to redeem a spa or diningcredit The « Catch a Choo » program rules on Jimmy Choo’swebsite The Four SeasonsappwithGowalla.
the objectives of eachcampaign Four SEASONS JIMMY CHOO Involve in the geo-localization trend as it is growing in importance Provide an original service to their community members with curatedtrip recommendations from their knowledgeable concierges Attract new customers Generate higher awareness as the “check-in” are shared with the users’ friends Reward the guests for their loyalty Create a buzzwith a unique way to use geo-localization (check-in an object!) Increasetheir brand awarenessthanks to the buzz and their fans’ sharing on social media Increasetheir sales Engage their fans both online and offline
the Social toolsused in eachcampaign Four SEASONS JIMMY CHOO Gowalla: one of the major location-based services (+600,000 users) Allowsindividuals to sharetheir locations, to findfriends and to winvirtual gifts and stamps on their « passport » Gowalla’s position = alsoas a travel guide offeringtraveltips and « Trips » ideas Check-in canbeshared via Facebook, Twitter and Foursquare More and more businesses partnerwithGowalla Foursquare: the mostused location-based service at the moment (+4 million users) Allowsindividuals to sharetheir location and to findfriendsaroundthem Partnershipwithmany businesses to develoployalty programs based on « check-in » Growingsuccessamongindividuals and businesses due to the sharability of the « check-in » via Foursquare, Twitter and Facebook
the Social toolsused in eachcampaign Four SEASONS JIMMY CHOO
How Will the resultsbemeasured? Four SEASONS JIMMY CHOO It exits someanalyticaltools to monitor the activity on Gowalla, basicallyidentifying who your (influential) fans are, the first time visitors what social networking sites they visit, what they will pay for , your high-traffic days and what people want the most : Analytics on Gowalla - free Google analytics - free Sprout social GeoIQ Appcelerator FoursquareAnalytics - free Google analytics - free Sprout social Fourscore GeoIQ Appcelarator
How Will the resultsbemeasured? Four SEASONS JIMMY CHOO Fourscore GeoIQ Foursquare
Four SEASONS JIMMY CHOO PROS: Innovativecustomer service Partnershipwith local businesses Drive revenue Attractcustomers CONS: Gowallais not the mostused LBS Encourage check-in of savvycustomers Maybe hard to check-in 3 places if short time stay… PROS: Veryunique campaign Great rewards, engaging Entertaining, Challenging Great results (+30% sales) CONS: Onlyin London shopssounfair for fans in other places (verysuccessful brand and campaigns and a large community!) MY CHOICE: The « Catch a Choo » Campaign! WHY? : I reward the innovative use of the LBS Foursquare. It is a trulywin-winstrategy and the only drawback for me isthat the campaignwasrestricted to London only! In addition, itis a good initiative as luxury brand are stillskeptical about Social Marketing… Whichcampaignissmarter and why?