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

1. How to get more from your community ?
Social
Thomas Van Roy
@thombtm

3. THE WEB IS NOT
PEOPLE ARE SOCIAL

4. SOCIAL COMMUNITY 1.0

5. SOCIAL COMMUNITY 2.0

6. SOCIAL MEDIA GATHER
YOUR COMMUNITY
Portugal
Carlos, Myspace
Scott, England
Forum
Russia
Dmitri, Flickr
Italy
Tina, Bloger UK
Graham, MSN
Holland
Yvonne, Netlog
Germany
Karl, Youtube France
Agnès, Twitter

7. COMMUNICATION
from
TO CONVERSATION
B
“&# §$ù _°€€ <“ù

8. SOCIAL MEDIA ALLOWS TO
INCREASE BRAND EQUITY
EXTEND THE OFF AND ONLINE EXPERIENCE
EXTEND YOUR PRESENCE BETWEEN YOUR CAMPAIGNS

9. You’ve
A DEEPER
BUILD
RELATIONSHIPYOUR
WITH
CUSTOMERS
THAT IS
MUTUALLY
BENEFICIAL!
Fine, but
what is your
ROI ?

10. MOBILE BOOMING

11. 2006 the year of the mobile web Limited
2007 the year of the mobile web hardware
2008 the year of the mobile web Bad
Browser
2009 the year of the mobile web
Costly plan
2010 the year of the mobile web
Only for
2011 the year of the mobile web trendsetters
2012 the year of the mobile web

12. 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 1
1 A regular mobile phone
2 A smartphone, with Internet / data subscription
3 A smartphone, without Internet / data subscription
4 A tablet PC, with Internet / data subscription
350.000 tablets in Belgium
35 – 55y
5 A tablet PC, without Internet / data subscription
6 None of the above
*sources insites mobile study sept 2011

13. ALMOST HALF
OF THE PEOPLE
CONNECT TO THE INTERNET
VIA THEIR PHONE DAILY

14. 57% daily social media logon
66% among connected
smartphone users
49% of Europeans follow brands on some
56% among connected
smartphone users
*sources insites mobile study sept 2011

15. Convenience
68% - navigation
62% - weather forecast
52% - information
Entertainment
61% - fun and games
56% - music & videos
Contact
59% - social networking
*sources insites mobile study sept 2011

16. Why 39% Current phone still
don’t works fine
you
have a 33% I don’t need one
smart
phone 29% It’s too expensive
24% I don’t see the
benefit (yet)
*sources insites mobile study sept 2011

17. Todays barriers are
tomorrows drivers

18. “PCs are going to be like
trucks. They’re still going to be
around, they’re still going to have a
lot of value, but they’re going to be
used by 1 out of X number of
people,"

19. More than 90% of tablet
market share

20. More than 90% of tablet
market share
Computer for elderly
easy to use and reducing
digital divide

22. us
e
le
s s
56%
re
a d
le
w ss
39%
at
ch
le
ss
34%
us
e
le
ipad users
ss
31%

23. 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

24. SMARTPHONE
AND TABLET
CHANGE INTERNET
CONSUMPTION but
PENETRATION RATE
IN BELGIUM IS STILL WEAK
(but increasing)

25. CHA, CHA, CHA, CHA, CHANGES

26. The perfect
ALCHEMY

27. SO LO MO
Social Local Mobile

28. We are not alone ...

29. So
Lo Mo

30. SOCIAL
40% of smartphone
owners have used their
phone while shopping
To
*sources nielsen study 2011
1. call friends
2. take pictures of products
3. find another shop & discount
4. compare prices
5. read reviews
6. buy

31. SOCIAL
GeoSocial
This Type of social networking
use geographic services and
capabilities, such as geocoding
and geotaging to enable
additional social dynamics
*sources nielsen study 2011
LBS
This Type of information or
entertainment services utilizes
the geographic position of a
mobile device through a
network

32. Geo Socialization
✦Gamification
✦Special offers
✦Leave tips and comment

33. LBS : find information around you

34. LOCAL
Location is changing
everything
Change customers interaction
*sources nielsen study 2011
with brands, product or
business both online or in the
real world

35. LOCAL
Every business location
should now be viewed
as a website.
Instead of web traffic via
*sources nielsen study 2011
computers it receives foot
traffic via smartphone

36. MOBILE
Web migrants will bring
their social networks,
research tools and
games with them.
They expect SoLoMo to be
*sources nielsen study 2011
even cooler and more
seamless than the web.

37. CONTENT IS NO
LONGER KING
CONNECTION
JUST BECAME THE NEW KING

38. SO LO MO
Social Local Mobile
Engagement Findability Mobility
Tips | Share Store locator | Deals GPS located | Action

39. 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 5
m-coupon store product
share write
9 check-in 10 Xperience 11 review
@store

40. 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 5
m-coupon store product
itoring
M on
B uzz
share write
9 check-in 10 Xperience 11 review
@store

41. HOW TO
SUCEED ON
SOLOMO?

42. LOCATION IMMEDIARY UBIQUITY
Not POI on google Maps
✦Near field communication
✦Buying
✦Augmented Reality
✦Scanning
✦Locate search
Make your brick and mortar a SoLoMo platform

43. LOCATION IMMEDIARY UBIQUITY
Web is a few taps away from your finger
✦Search
✦Pricing
✦Reviews
Quick answer and worth sharing

44. LOCATION IMMEDIARY UBIQUITY
Mobile is everywhere
✦Offer free wifi
✦Create virtual store
✦Create presence on main social media
Get your apps with a real user experience

45. SOLOMO
CASES

46. (re)discover the world around you
e-tourism
friends locator
real estate
shopping Hotel locator

47. Shopckick
Rewards consumers for simply entering retail stores
Shopkick takes a completely different approach.
Participating retailers install a small transmitter in their stores and the application itself
verifies 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 the
user just for walking through the door. (instant gift card rewards or Facebook Credits, donations or songs, ...)

48. Pay with your mobile
benefit automatically from discount

49. Price comparator

50. In-App Searches
An app-like location experience
The Ad becomes the app
Branded specific Directions to Branded video Local Deals &
location search nearest store Promotions

51. Wanabe Goes Solomo

52. WILL
SOLOMO
NOT
SAVE US

53. LOCAL AND SOCIAL
MULTIPLY POINT OF CONTACT
but will have no impact if not
integrated in a cohesive strategy!

54. FROM LOCATION
BASED SERVICES
TO LOCATION BASED
ENGAGEMENT
Action Reaction Interaction Transaction

55. CHALLENGES THREATS
✦Qualify opportunity
✦Sufficient reach
✦Technical difficulties
✦Cohesive strategy
✦Reward users
✦Identify users
✦ROI
✦Be a leader

56. CHALLENGES THREATS
✦Critical mass
✦Not Completive
✦Privacy
✦Resource
✦Monetization

57. “SOLO’ MO”
MEANS JUST RIGHT NOW
(roman dialect)

58. QUESTION
AND
ANSWER
Thomas Van Roy
@thombtm

59. Thank you
for your
attention