Mobile marketing: The SoLoMo Approach
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Mobile marketing: The SoLoMo Approach

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    Mobile marketing: The SoLoMo Approach Mobile marketing: The SoLoMo Approach Presentation Transcript

    • 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.
    • My 2 examples
      Four Seasons
      Jimmy Choo
      • One of the most famous Luxury shoes Brand
      • 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?