Using SoLoMo to get more from your community - Kikk Festival 2011

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The word has changed and is changing

Social media is part of the communication plan of brand, But ROI is still difficult to measure.

Smartphone are the thing you don't want to forget at home. We use it for everything, it's part of our life.

Those two big things lead to SoLoMo (Social Local Mobile)

How to use this trend to reinforce the relationship with your community

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Using SoLoMo to get more from your community - Kikk Festival 2011

  1. 1. How to get more from your community ? SocialThomas Van Roy@thombtm
  2. 2. THE WEB IS NOT PEOPLE ARE SOCIAL
  3. 3. SOCIAL COMMUNITY 1.0
  4. 4. SOCIAL COMMUNITY 2.0
  5. 5. SOCIAL MEDIA GATHER YOUR COMMUNITY Portugal Carlos, Myspace Scott, England Forum Russia Dmitri, Flickr ItalyTina, Bloger UK Graham, MSN Holland Yvonne, Netlog Germany Karl, Youtube France Agnès, Twitter
  6. 6. COMMUNICATIONfrom TO CONVERSATION B “&# §$ù _°€€ <“ù
  7. 7. SOCIAL MEDIA ALLOWS TO INCREASE BRAND EQUITY EXTEND THE OFF AND ONLINE EXPERIENCEEXTEND YOUR PRESENCE BETWEEN YOUR CAMPAIGNS
  8. 8. You’ve A DEEPER BUILDRELATIONSHIPYOUR WITH CUSTOMERS THAT IS MUTUALLY BENEFICIAL! Fine, but what is your ROI ?
  9. 9. MOBILE BOOMING
  10. 10. 2006 the year of the mobile web Limited2007 the year of the mobile web hardware2008 the year of the mobile web Bad Browser2009 the year of the mobile web Costly plan2010 the year of the mobile web Only for2011 the year of the mobile web trendsetters2012 the year of the mobile web
  11. 11. shame on Belgium 59% 39% Smartphone adoption in Europe 21% Smartphone adoption in BE 28% 41% connected to 3G in BE 11% 18-35y 1 1 1 1 1 11 A regular mobile phone2 A smartphone, with Internet / data subscription3 A smartphone, without Internet / data subscription4 A tablet PC, with Internet / data subscription 350.000 tablets in Belgium 35 – 55y5 A tablet PC, without Internet / data subscription6 None of the above *sources insites mobile study sept 2011
  12. 12. ALMOST HALF OF THE PEOPLECONNECT TO THE INTERNETVIA THEIR PHONE DAILY
  13. 13. 57% daily social media logon66% among connected smartphone users 49% of Europeans follow brands on some 56% among connected smartphone users *sources insites mobile study sept 2011
  14. 14. Convenience 68% - navigation62% - weather forecast 52% - information Entertainment 61% - fun and games 56% - music & videos Contact 59% - social networking *sources insites mobile study sept 2011
  15. 15. Why 39% Current phone still don’t works fine youhave a 33% I don’t need onesmartphone 29% It’s too expensive 24% I don’t see the benefit (yet) *sources insites mobile study sept 2011
  16. 16. Todays barriers aretomorrows drivers
  17. 17. “PCs are going to be like trucks. They’re still going to bearound, they’re still going to have alot of value, but they’re going to be used by 1 out of X number of people,"
  18. 18. More than 90% of tablet market share
  19. 19. More than 90% of tablet market share Computer for elderlyeasy to use and reducing digital divide
  20. 20. us e le s s 56% re a d lew ss 39% at ch le ss 34% us e le ipad users ss 31%
  21. 21. the future of media The Media revolution is happening The Press Group GESCA (Canada) offers an Ipad for a 3 years subscription. Read all the information and access to local information thanks to geolocalization
  22. 22. SMARTPHONEAND TABLETCHANGE INTERNETCONSUMPTION but PENETRATION RATE IN BELGIUM IS STILL WEAK (but increasing)
  23. 23. CHA, CHA, CHA, CHA, CHANGES
  24. 24. The perfectALCHEMY
  25. 25. SO LO MOSocial Local Mobile
  26. 26. We are not alone ...
  27. 27. SoLo Mo
  28. 28. SOCIAL40% of smartphoneowners have used theirphone while shoppingTo *sources nielsen study 20111. call friends2. take pictures of products3. find another shop & discount4. compare prices5. read reviews6. buy
  29. 29. SOCIALGeoSocialThis Type of social networkinguse geographic services andcapabilities, such as geocodingand geotaging to enableadditional social dynamics *sources nielsen study 2011LBSThis Type of information orentertainment services utilizesthe geographic position of amobile device through anetwork
  30. 30. Geo Socialization✦Gamification✦Special offers✦Leave tips and comment
  31. 31. LBS : find information around you
  32. 32. LOCALLocation is changingeverythingChange customers interaction *sources nielsen study 2011with brands, product orbusiness both online or in thereal world
  33. 33. LOCALEvery business locationshould now be viewedas a website.Instead of web traffic via *sources nielsen study 2011computers it receives foottraffic via smartphone
  34. 34. MOBILEWeb migrants will bringtheir social networks,research tools andgames with them.They expect SoLoMo to be *sources nielsen study 2011even cooler and moreseamless than the web.
  35. 35. CONTENT IS NO LONGER KING CONNECTIONJUST BECAME THE NEW KING
  36. 36. SO LO MOSocial Local MobileEngagement Findability Mobility Tips | Share Store locator | Deals GPS located | Action
  37. 37. Integrating SOLOMO IN PURCHASE PROCESS discover a go to compare 1 product 2 fanpage 3 go to 4 products site get 8 select 7 select 6 ask advice 5m-coupon store product share write 9 check-in 10 Xperience 11 review @store
  38. 38. Integrating SOLOMO IN PURCHASE PROCESS discover a go to compare 1 product 2 fanpage 3 go to 4 products site Social CRM get 8 select 7 select 6 ask advice 5m-coupon store product itoring M on B uzz share write 9 check-in 10 Xperience 11 review @store
  39. 39. HOW TOSUCEED ONSOLOMO?
  40. 40. LOCATION IMMEDIARY UBIQUITYNot POI on google Maps✦Near field communication✦Buying✦Augmented Reality✦Scanning✦Locate searchMake your brick and mortar a SoLoMo platform
  41. 41. LOCATION IMMEDIARY UBIQUITYWeb is a few taps away from your finger✦Search✦Pricing✦Reviews Quick answer and worth sharing
  42. 42. LOCATION IMMEDIARY UBIQUITYMobile is everywhere✦Offer free wifi✦Create virtual store✦Create presence on main social media Get your apps with a real user experience
  43. 43. SOLOMO CASES
  44. 44. (re)discover the world around you e-tourism friends locator real estate shopping Hotel locator
  45. 45. ShopckickRewards consumers for simply entering retail storesShopkick takes a completely different approach.Participating retailers install a small transmitter in their stores and the application itselfverifies actual presence by detecting a signal and checking the user in.Once a shopkick signal is detected, the app delivers reward points called “kickbucks” to theuser just for walking through the door. (instant gift card rewards or Facebook Credits, donations or songs, ...)
  46. 46. Pay with your mobilebenefit automatically from discount
  47. 47. Price comparator
  48. 48. In-App Searches An app-like location experience The Ad becomes the appBranded specific Directions to Branded video Local Deals &location search nearest store Promotions
  49. 49. Wanabe Goes Solomo
  50. 50. WILLSOLOMO NOT SAVE US
  51. 51. LOCAL AND SOCIALMULTIPLY POINT OF CONTACTbut will have no impact if notintegrated in a cohesive strategy!
  52. 52. FROM LOCATIONBASED SERVICESTO LOCATION BASED ENGAGEMENTAction Reaction Interaction Transaction
  53. 53. CHALLENGES THREATS✦Qualify opportunity✦Sufficient reach✦Technical difficulties✦Cohesive strategy✦Reward users✦Identify users✦ROI✦Be a leader
  54. 54. CHALLENGES THREATS✦Critical mass✦Not Completive✦Privacy✦Resource✦Monetization
  55. 55. “SOLO’ MO” MEANS JUST RIGHT NOW (roman dialect)
  56. 56. QUESTION AND ANSWERThomas Van Roy@thombtm
  57. 57. Thank you for yourattention

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