So lomo

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  • 1. So|Lo|Mo Social  Media  and  Mobile  Marke1ng  Collide by  Francois  MuscatFriday 04 November 11
  • 2. Why  So|Lo|Mo? What is it? Why use it? How can it be innovative 10 Step implementationFriday 04 November 11
  • 3. What  is  it?Friday 04 November 11
  • 4. What  is  it? Voluntary TrackingFriday 04 November 11
  • 5. What  is  it?Friday 04 November 11
  • 6. What  is  it?Friday 04 November 11
  • 7. What  is  it? Social Location MarketingFriday 04 November 11
  • 8. Why  is  it  Innova1ve? Awareness Interest Evaluation Action Advocacy People can change their mind at the “Point of Sale”Friday 04 November 11
  • 9. The  New  Funnel Source: Marketing ProfsFriday 04 November 11
  • 10. Why  should  you  bother?Friday 04 November 11
  • 11. Low  cost  of  entry Easiest point of entry of all social media Little setup Little contentFriday 04 November 11
  • 12. Know  where  your  customers  are Know When your customers are here Who are regulars First timers Gain insight for MarketingFriday 04 November 11
  • 13. Know  where  your  customers  are Know When your customers are here Who are regulars First timers Gain insight for MarketingFriday 04 November 11
  • 14. The  1ps Source: Marketing ProfsFriday 04 November 11
  • 15. Listen  to  what  they  say Monitor Conversations Take appropriate action Don’t Let bad news spreadFriday 04 November 11
  • 16. Listen  to  what  they  say Monitor Conversations Take appropriate action Don’t Let bad news spreadFriday 04 November 11
  • 17. The  1ps Source: Marketing ProfsFriday 04 November 11
  • 18. Proven  approach  for... Fashion Retail Hospitality RestaurantsFriday 04 November 11
  • 19. Why  people  don’t  checkin? 50% don’t own a smart phone 49% had no motivation 48% cited privacy concernsFriday 04 November 11
  • 20. Use  of  social  loca1on  soIware?Friday 04 November 11
  • 21. Where  they  use  it?Friday 04 November 11
  • 22. Types  of  companies  using  FoursquareFriday 04 November 11
  • 23. Types  of  companies  using  FoursquareFriday 04 November 11
  • 24. Types  of  companies  using  Foursquare Add listings to account Checkin on Open House Checkin when showing property Provide map to location Real EstateFriday 04 November 11
  • 25. Types  of  companies  using  Foursquare Office & Staff information Invite people for coffee & map Invite house hunters to come by Track visits to properties & share with seller Real Estate OfficeFriday 04 November 11
  • 26. Types  of  companies  using  Foursquare Top 25 Restaurants http://bit.ly/i7w58YFriday 04 November 11
  • 27. Types  of  companies  using  Foursquare Retail http://bit.ly/gKz08LFriday 04 November 11
  • 28. Types  of  companies  using  FoursquareFriday 04 November 11
  • 29. Social  Media  is  not  a  ....Friday 04 November 11
  • 30. Social  Media  is  not  a  .... or a Magic WandFriday 04 November 11
  • 31. Fix  things  in  your  business  first... Not a recipe for overnight success for an ailing business If you have things to fix, don’t do social media Fix issues first, then come back & join in the funFriday 04 November 11
  • 32. Stats...Stats...Stats...Friday 04 November 11
  • 33. Stats...Stats...Stats...Friday 04 November 11
  • 34. Stats...Stats...Stats...Friday 04 November 11
  • 35. Stats...Stats...Stats...Friday 04 November 11
  • 36. Stats...Stats...Stats...Friday 04 November 11
  • 37. Stats...Stats...Stats...Friday 04 November 11
  • 38. Stats...Stats...Stats... 12% use LBSFriday 04 November 11
  • 39. Stats...Stats...Stats... 20% of location-based users checks in dailyFriday 04 November 11
  • 40. Even  more  stats...Friday 04 November 11
  • 41. Even  more  stats...Friday 04 November 11
  • 42. Even  more  stats...Friday 04 November 11
  • 43. Even  more  stats...Friday 04 November 11
  • 44. Privacy  Issues...Friday 04 November 11
  • 45. 10  -­‐  Steps  to  Implement? What’s your Game plan?Friday 04 November 11
  • 46. 10  -­‐  Steps  to  Implement? What’s your Game plan?Friday 04 November 11
  • 47. Step  1 STEP 1 Become familiar with location based services like Foursquare Download Foursquare Link Twitter & FacebookFriday 04 November 11
  • 48. Step  2 STEP 2 Determine your GOALs Increase foot traffic Sell more of a “particular” item Target patrons at certain times Promote a specific product New customer acquisition Get repeat customersFriday 04 November 11
  • 49. Step  2 STEP 2 Determine your GOALs Increase foot traffic Sell more of a “particular” item Target patrons at certain times Promote a specific product New customer acquisition Get repeat customersFriday 04 November 11
  • 50. STEP 3 Establish your PRESENCE List on each network Ensure correct detailsFriday 04 November 11
  • 51. STEP 3 Establish your PRESENCE List on each network Ensure correct detailsFriday 04 November 11
  • 52. Step  4 STEP 4 Operationalize your LBS program In store signs Table tents & placards Train your staff Mailing customers Advertise with outdoor signs Promote in Yellow Pages Hold in-store events Advertise in print media Create word of mouth buzzFriday 04 November 11
  • 53. Step  4 STEP 4 Operationalize your LBS program In store signs Table tents & placards Train your staff Mailing customers Advertise with outdoor signs Promote in Yellow Pages Hold in-store events Advertise in print media Create word of mouth buzzFriday 04 November 11
  • 54. Step  5 STEP 5 Implement COMPELLING programs 20% off between 2 & 4pm Checkin 5 times, get a free coffee Mayor gets first drink free every checkin 10% off with checkinFriday 04 November 11
  • 55. Step  5 STEP 5 Implement COMPELLING programs 20% off between 2 & 4pm Checkin 5 times, get a free coffee Mayor gets first drink free every checkin 10% off with checkinFriday 04 November 11
  • 56. Step  6 STEP 6 ENGAGE with customers Gowalla leader board Offer free cookie for posting recommendations Speak to them about why they go to other venuesFriday 04 November 11
  • 57. Step  6 STEP 6 ENGAGE with customers Gowalla leader board Offer free cookie for posting recommendations Speak to them about why they go to other venuesFriday 04 November 11
  • 58. Step  7 STEP 7 TRACK everything Foursquare analytics Venue stats Number of checkins Unique visitors Tweets sentFriday 04 November 11
  • 59. Step  7 STEP 7 TRACK everything Foursquare analytics Venue stats Number of checkins Unique visitors Tweets sentFriday 04 November 11
  • 60. Step  8 STEP 8 Be prepared to ADAPT As features change As new tools emerge Review you own promotion resultsFriday 04 November 11
  • 61. Step  8 STEP 8 Be prepared to ADAPT As features change As new tools emerge Review you own promotion resultsFriday 04 November 11
  • 62. Step  9 STEP 9 Avoid common PITFALLS Don’t post fake reviews Poorly designed Ads Forget to monitor activityFriday 04 November 11
  • 63. Step  9 STEP 9 Avoid common PITFALLS Don’t post fake reviews Poorly designed Ads Forget to monitor activityFriday 04 November 11
  • 64. Step  10 STEP 10 Spy on your COMPETITORS See what specials they offer Monitor check-in activity Identify strategic opportunitiesFriday 04 November 11
  • 65. Step  10 STEP 10 Spy on your COMPETITORS See what specials they offer Monitor check-in activity Identify strategic opportunitiesFriday 04 November 11
  • 66. SummaryFriday 04 November 11
  • 67. POEM? • Print • Website • Social media advertising • Portals • Blogs • Television • Micro sites • Foursquare • Web banners • Mobile site • Twitter • Paid search • Media deals MEDIAFriday 04 November 11
  • 68. Ques1onsFriday 04 November 11