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What about SoLoMo?

What about SoLoMo?



A look at SoLoMo with an emphasis on Location .

A look at SoLoMo with an emphasis on Location .



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  • In column Merchants: get higher in top of mind at purchase – the more engagement the more insights I get from the consumer
  • Maybe mention Google and Gowalla as runner ups ; in usage foursquare has bigger numbers than facebook ( stats based on fact that FB user did NOT deselect Places)
  • Layar runs iOS Android and Ovi Store Diificult slide to undrstand, by my knowledge a lot more Apps use “SoLoMo location” service for example all “take picture” apps
  • Groupon just filed for an IPO; 1Q 2011 Revenue: $644.7 millino and Google just announced Wallet + Offer

What about SoLoMo? What about SoLoMo? Presentation Transcript

  • Title Subtitle #SoLoMo - Leveraging Social, Location and Mobile to increase revenues or lower the cost of business. November 2010@ShannonEastman
  • Contents: • SoLoMo in my perspective • SoLoMo Players • SoLoMo Trends • SoLoMo Behaviour • SoLoMo Marketing • SoLoMo and Privacy • Brands and SoLoMo Success • Biggest Opportunities@ShannonEastman
  • SoLoMo location in my perspective: End User Merchants & Brands Mobile App (game) let’s me check-in to Mobile App allows me to connect end users with physical locations alerting my community the Point Of Purchase (POP) where I can promote,What is to my location, sometimes activity and sell, acquire data.it? opening me up to perks. 2. I’m here. If I return enough, my 2. In – app advertisingHow do I status will get me cool stuff. 3. Time + Location + POP = Promotionuse it? 3. I leave comments and photos of my 4. Acquire reviews, feedback, consumer data experience at locations. Promote trials, attract new audience 4. I check out what my friends have 5. Group of users check-in to a location, group been doing and when they were of users all receive deal. here last. 6. Digital Loyalty, CRM integration: more times 5. I can have fun with the purchases I you check in, better the deal. make and the places I visit through 7. Cross promote, Make suggestions based on gaming end user history. 8. Community engagement! “I’m covering this event… what should I ask them?” 9. Charity. Check in to location and location makes a donation to charity. “It makes Foursquare into a kind of real world Pop-Up Video.” -TechCrunch@ShannonEastman
  • @ShannonEastman
  • Bigger So LoMo Players: What is it: Privacy Settings: Total Users: Foursquare Foursquare is a location- 6.5 million based mobile platform that http://foursquare.com/pri users as of makes cities easier to use vacy/ February and more interesting to 2011. explore. Some stats suggest 7.5million Facebook Places users. (Place page) Facebook feature to: http://www.facebook.com 30 million see where your friends are /settings/? users share your location tab=privacy Source: See who is nearby BusinesIns Tell friends places you ider.com visit, reviews Read your friends reviews@ShannonEastman
  • The Smartphone is here to stay: 100.9m Smartphones Estimated sales of vs. 92.1m PCs Smartphones by end - Sold Q4, 2010 2011 = 500 million >28 million expected 15 million iPads sold to be sold in 2011. in 2010. 1 million iPad 2s were sold in first three days of launch.@ShannonEastman
  • Smartphone market in The EU: 8@ShannonEastman
  • But who uses So LoMo? • Since Facebook Places launched in August Foursquare’s registered users have doubled to 7.5 million2 • According to a recent survey, 39% of social network users who own a mobile internet device use SoLoMo-location3 • In the same survey 19.2% of respondents said they used SoLoMo-location to let friends know where they were at least daily. 15% Checked in at locations daily • There are, however, still widespread concerns over the loss of privacy, hacking issues and other safety issues. Women tend to be more worried than men; older users more than younger ones@ShannonEastman
  • Smartphones AND SoLoMo apps: Top Five Free Apps SoLoMo Apps in Top Marketshare Ten Facebook, 28% Apple – iOS Pandora Google Mobile Shazam Flixster Android Kindle App Layar Relality Browser – 27% AugRe Places Directory *Neither app allows you to check-in@ShannonEastman
  • Mobile user behaviour: % Share of browser and application users@ShannonEastman
  • Mobile user behaviour:@ShannonEastman
  • Mobile user behaviour:@ShannonEastman
  • SoLoMo Marketing in practice:Source: Crunchbase, CNET @ShannonEastman
  • @ShannonEastman
  • The 21st century loyalty card The Loyalty Card The 21st Century Loyalty Card After good customer service (34%) SoLoMo-location allows loyalty and POS relevant personalised rewards (30%) ) rewards that are SoLoMographically were cited as the aspect most likely to tailored to a customer’s needs encourage people to spend more1 96% of UK population belong to a reward Now brands can get involved in loyalty scheme. 64% belong to 3 or more. These schemes in a way that has only really are largely shop and supermarket-based been open to shops and supermarkets up schemes1 until now UK consumers feel that loyalty rewards SoLoMo is fun, it’s social. In tough are more valuable in a recession. 90% of economic times this game element to UK adults now use recession-busting purchase can be an important incentive shopping strategies when shopping1@ShannonEastman
  • Social gaming and SoLoMo • In December 2010, Farmville and Cityville received a combined 130 million monthly visitors 10 • And social gaming is not exclusive to teens and young males. The biggest audience for social gaming is actually mothers in their 30s and 40s • Among the new features on Foursquare 3.0 is an improved competitive gaming element with friends: A game to compete with friends where points can be earned for a number of different activities (check-ins, trying new things, meeting up with old friends) Businesses will now be able to offer Special deals to Swarms, Groups of friends, Regulars, Newbies, Mayors, or simply to everyone • New SoLoMo-gaming initiatives are appearing all the time. A new way of interacting with a sophisticated 21st Century consumer@ShannonEastman
  • Social buying and SoLoMo • In tough economic times consumers are seeking bargains and looking for innovative and economic ways to shop • Groupon, the social buying site, has grown its subscriber base to over 50 million users11 • Facebook Deals, a tie-in with Facebook Places, launched in November of 2010 offers the benefits of Groupon but using SoLoMo-location to target the offers • Foursquare 3.0 has also introduced a new, more social, tab to help consumers find new places to shop and brands to purchase. Tailored suggestions are based on where friends have eaten, what’s popular with other users, day of the week etc.@ShannonEastman
  • Brands and SoLoMo success: How: How: How: Earn ‘barista’ badges after Tips on Foursquare that Create incentives for users to checking in to five different share historical facts upon explore campus, rate stores, stores check-in, lead to exclusive restaurants, other venues National $1 Frappuccino for offers and a chance to win Mayors Why: Why: •Engage w/ friends, Why: •Creating brand awareness professors and colleagues in •Acquire customer feedback to support new TV series new ways • Rewards loyal customers •Benefit students Results: Results: •Campaign is ongoing and Results: •Increase in Check-Ins at results as yet unknown Harvard claims its Starbucks locations of community now engages 50%12 with friends, professors, and colleagues in new ways 13@ShannonEastman
  • Biggest opportunities with SoLoMo: • Reaching consumers when they’re next to the Point of Purchase • Convergence of data: Suggestions based on previous history. If you’re buying this, this goes with that, QR code. Rate. Recommend. Share. • Marketer conducts sales without consumer talking to a sales person@ShannonEastman
  • SoLoMo today: Places you might like – recommendations based Location based chat. on previous check-in history Apps to compliment UGC to share at check-in. Eg. Auto check-ins Instagram allows users to post photos to check-ins. Location Based 2millions users in 4.5 Engagement months.@ShannonEastman
  • Consider this:2. Do we fully appreciate what the user really wants?4. Should we be rewarding check-ins? Or should we be rewarding something tied to profit?6. What happens to your targeted marketing when ‘proximity’ joins the party? Is the consumer that happens to be nearby someone you would typically target? If not, do we care?8. There are buckets of customers not checking in. SoLoMo can be part of a campaign to address a segment, but let’s remind ourselves that not all customers are checking-in.@ShannonEastman
  • Shannon Eastman Managing Director Thank you. 077 2031 2585 @ShannonEastman Shannon@tcsdigitalworld.com www.Linkedin.com/in/ShannonEastman@ShannonEastman
  • Sources: • http://www.loyaltyleaders.org/facts.ph • http://blog.foursquare.com/2011/03/08/foursquare-3 • http://www1.emarketer.com/%28S%28raex1eitfd2w0u55wy4hr0jr%29%29/Article. • http://www.theregister.co.uk/2011/02/08/idc_smartphone_pc_shipments/ • http://nexus404.com/Blog/2010/12/27/smartphone-sales-expected-to-reach-500-m • http://www.theinquirer.net/inquirer/news/1732170/forecast-predicts-million-ipad-sa • http://blog.nielsen.com/nielsenwire/online_mobile/who-is-winning-the-u-s-smartpho • http://www.onlinemarketing-trends.com/2011/01/eu-smartphone-market-top-5-sta • http://www.techwatch.co.uk/2011/03/10/android-booms-1600-year-on-year-in-euro • http://techcrunch.com/2010/12/28/zynga-cityville-farmville/ • http://www.physorg.com/news/2011-01-groupon-mln-funding.html • http://blog.foursquare.com/2010/07/07/782560078/ • http://news.harvard.edu/gazette/story/2010/01/harvard-and-foursquare/@ShannonEastman