Mobile marketing: The SoLoMo Approach
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Mobile marketing: The SoLoMo Approach

on

  • 1,825 views

 

Statistics

Views

Total Views
1,825
Views on SlideShare
1,808
Embed Views
17

Actions

Likes
1
Downloads
84
Comments
0

2 Embeds 17

http://digitalmkghospitality.blogspot.com 9
http://www.digitalmkghospitality.blogspot.com 8

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Mobile marketing: The SoLoMo Approach Presentation Transcript

  • 1. Mobile Marketing
    ThinkSoLoMo!
    Social + Local + Mobile
    By Lauriane Laurent
    MBA 2 A
  • 2. 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.
  • 3. My 2 examples
    Four Seasons
    Jimmy Choo
    • One of the most famous Luxury shoes Brand
    • 4. Large communities of fans on Twitter and Facebook
    • 5. 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.
  • 6. 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
  • 7. 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.
  • 8. 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
  • 9. 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
  • 10. the Social toolsused in eachcampaign
    Four SEASONS
    JIMMY CHOO
  • 11. 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
  • 12. How Will the resultsbemeasured?
    Four SEASONS
    JIMMY CHOO
    Fourscore
    GeoIQ
    Foursquare
  • 13. 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?