SoLoMo for eBev
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SoLoMo for eBev

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SoLoMo backgrounder for eBev conference, the first ever cross-beverage symposium. The panel presentation following this backgrounder includes MomentFeed, Ready Pulse and Foursquare talking about how ...

SoLoMo backgrounder for eBev conference, the first ever cross-beverage symposium. The panel presentation following this backgrounder includes MomentFeed, Ready Pulse and Foursquare talking about how to reconsider scale and economics to engage and win in SoLoMo. This intersection is the most important one for beverage.

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SoLoMo for eBev SoLoMo for eBev Presentation Transcript

  • The single most important distribution concept since refrigerated shipping SoLoMo eBev 2013
  • What is SoLoMo? Credit: Kleiner Perkin’s John Doerr Not one platform but combination of them SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 2
  • Beverage: The Original Social Network SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 3
  • All brands start local SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 4
  • Great ideas start local SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 5
  • Product Innovation from Local SoLoMo as an driver of product innovation: Ranger IPA inspired by local reps SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 6
  • Social Media Numbers • 1.5 billion active Facebook users as of October 2013.  This is a 23%increase from March 2012. • 699 million people log onto Facebook daily, which represents a 26% increase from 2012 • Mobile Twitter: 164M+ (75%) Access From Handheld Devices Monthly, 65% Of Ad Sales Come From Mobile SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 7
  • Local The number of local searches on mobile devices +4x 2012 • The effect of smartphones on in-store sales will increase to $689 billion by 2015 (+19%) • 17% of in-store mobile users people make a purchase after a mobile search • Approximately 30% of Google searches involve location SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 8
  • Mobile Market Research • 56% of all US adults now have smartphones • 18-29 year olds smartphone owners , 67 % use social media on their connected device http://www.reuters.com/article/2010/11/29/us-smartphones-survey-idUSTRE6AS0XB20101129 • 17% of in-store mobile users people make a purchase after a mobile search SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 9
  • Mobile: Smartphones US app consumption eclipsed web consumption last year. It’s quickly approaching levels of television consumption. SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 10
  • Mobile: Tablets Last year website conversion rates from tablets were 4x higher than smartphones (source: screenpages http://econsultancy.com/us/blog/11374-conversion-rates-from-tablets-are-four-times-higher-than-smartphones-stats) SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 11
  • Mobile: Wearables SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 12
  • Mobile: Wearables http://brandongaille.com/latest-wearable-technology-statistics-and-trends/ SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 13
  • How to engage with SoLoMo • Put SoLoMo at the core of your brand strategy • Every consumer is an early adopter --how will you appify/adjust to feed that need? • WWSD? bring culture and elegance to your solution--even if you’re not building the product, be a good product executive • Radically challenge your assumptions about the economics of content creation and scale • Execute locally, Manage at Scale with Enterprise-Strength Tools and Partners (Buddy, MomentFeed, Ready-Pulse, Foursquare) SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 14
  • "Buy Now" Button Content • • • • SM KITE YOUR BEST ADVOCATES. THEIR BEST CONTENT. Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. PULSE CONTENT Social Graph Social Interest Search Intent Local
  • Instagram Rewards Pilot: Incentivizing quality content & engagement Barney’s customers sharing their brand experience in the buying moment, earning rewards, and creating quality content for the brand to share across its social channels SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 16
  • Foursquare SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 17
  • Foursquare SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 18
  • SoLoMo eBev 2013 19
  • Many Brand Managers Struggle with the Same Things FINDING, INVITING BRAND AMBASSADORS MODERATION & QUALITY OF CONTENT SM KITE AMBASSADOR FULL INFO & PERMISSIONS DISPLAY AMBASSADOR CONTENT MESSASGING FOR TARGETED CAMPAIGNS TRACKING ADOPTION AND EFFECTIVENESS YOUR BEST ADVOCATES. THEIR BEST CONTENT Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.
  • Instagram Rewards Pilot: Incentivizing quality content & engagement ‣ Sign up with name, Instagram ID, email, and mailing address ‣ Earn points for taking photos with the designated #hashtag ‣ Earn bonus points when the brand “Likes” or “Shares” the photo ‣ ‣ Receive gift cards in the mail Track spend on gift cards Includes attribution and direct response to customer via Comment and/or @Reply SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 21
  • Instagram Rewards Pilot: Incentivizing quality content & engagement Customers Instagrammed the gift cards they received in the mail, which drove more engagement and sharing SM KITE Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 22