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SoLoMo - A Crash Course
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SoLoMo - A Crash Course

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After returning from SXSW, Social Media Expert Casey Knox explores the latest trends in Social Local and Mobile marketing or SoLoMo.

After returning from SXSW, Social Media Expert Casey Knox explores the latest trends in Social Local and Mobile marketing or SoLoMo.

Published in Business , Technology
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  • 1. SoLoMoA C R A S H C O U R S E social media + location + mobile Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 2. Why SoLoMo? SOcial • Businesses with 100+ fans see 8% higher click-through rates. • 125% higher conversion rates. LOcal • One in 5 searches has local intent. • 80% of mobile Internet users prefer ads locally relevant to them. MObile • 70% of all mobile searches result in action within one hour. • 5.9B active mobile devices. Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 3. Social Media Investment Levels Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012 EXPERIMENTATION •  TESTING THE WATERS •  NO BUDGET ALLOCATED ADOPTION •  ACCEPTANCE •  SOME BUDGET ALLOCATED (5-7% OF MARKETING BUDGET) INNOVATION •  TESTING NEW METHODS •  LARGER BUDGET ALLOCATED (20%+)
  • 4. Social Media Investment & Perceived Risk/Confidence Levels Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012 C O N F I D E N C E HIGH MED LOW MED HIGHLOW PERCEIVEDRISK EXPERIMENTATION ADOPTION INNOVATION
  • 5. Integration: unified approach SoLoMo – Key Points to Understand Adaptation: content and messaging Quality: deals do not equal retention Sharing: drive engagement Relevance: contextually relevant to the user Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 6. SoLoMo Examples: Allstate Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012 The Allstate GoodRideSM app allows users to log, plan and share their riding experiences, and receive accident support. The Allstate Tag In app allows users to send a message, location, and set up group chat with family, and friends.
  • 7. SoLoMo Examples: BCBS of Louisiana Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012 BCBS of Louisiana could integrate social and local to their latest app to drive engagement and deepen loyalty. Great example of branded content, but not SoLoMo…
  • 8. SoLoMo: Vertical Potential Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012 Automotive Education Events Financial Food & Bev Government Healthcare Insurance Media Nonprofit Retail Transportation Travel SoLoMo
  • 9. SoLoMo Challenge: Concept •  Concept of location •  Interaction for interaction’s sake •  Consistency and coherent growth •  Ambient awareness must not be noise •  SoLoMo app abundance and the need to adopt Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 10. SoLoMo Challenge: Battery Life •  Mobility and connectivity •  Issue is solvable •  Hinders developer potential •  Social centralization •  Mobile and Internet culture is here to stay Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 11. SoLoMo Challenge: Privacy and Ownership •  Inherent loss of privacy •  Tackling fears of control, embarrassment and feeling cheated •  Full potential dependent on willingness to share interests, location, wants and needs •  Users more aggressive and informed •  Expectation of distance and protection by consumers Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 12. SoLoMo: Trending Topics and the Foreseeable Future •  Contextual relevance •  Socially ambient applications •  Near field communication •  Gamification •  Social commerce •  Mobile advertising Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 13. Objectives: Successfully launch new product in a new market; generate in-store foot traffic and sales in Tuxtla Gutiérrez, Mexico Target Audience: Youth market ages 13–24 Solutions: Establish Facebook page as campaign headquarters; generate targeted awareness and engagement; establish local relationships with sports teams; sync launch online and offline Media: Social, outdoor, radio Results: Grew targeted Facebook community from 0 to more than 11,500 in less than 6 months; over 1000 coupon downloads in first few weeks of Facebook campaign AREA203 case study: Grito Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012 **Technology sophistication challenges prohibited this from having a SoLoMo approach
  • 14. Key Takeaways for SoLoMo ü  Think integration. ü  Having a solid content strategy is critical. ü  SoLoMo is more than check-in specials. ü  Approach to digital marketing should evolve every 6 months or less. Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
  • 15. Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012 Suggested Readings:
  • 16. Casey Knox Director, Social Media and Public Relations AREA203 Digital AREA203.com | AREA2oh3.com @AREA203Digital @CaseyMaeKnox Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012