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Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
 

Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing

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This is the second edition of We Are Social's guide to using SoLoMo to drive brand engagement on the go. It features case studies from around the world, statistics to back up the SoLoMo business case, ...

This is the second edition of We Are Social's guide to using SoLoMo to drive brand engagement on the go. It features case studies from around the world, statistics to back up the SoLoMo business case, predictions for the future of SoLoMo, as well as a guide to getting started in SoLoMo today. For more info, please email us at sayhello@wearesocial.sg, or contact us on twitter: http://twitter.com/wearesocialsg

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    Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing Presentation Transcript

    • SOLOMOJOLOCATION-BASED MOBILE SOCIALAND THE FUTURE OF MARKETINGSIMON KEMP • we are social • JANUARY 2013
    • SIMON KEMP @ESKIMON
    • 3
    • LONDON MUNICHNEW YORK PARIS MILAN SINGAPORE SÃO PAULO SYDNEY 4
    • 5
    • </SALES PITCH> 6
    • SOLOMO? 7
    • EASILY ONE OF THE TOP 10 MOSTIRRITATING MARKETING BUZZWORDS 8
    • SOCIALSOLOMO 9
    • “ SOLOMO ISTHE FUTURE OF EVERYTHING “WHEN IT COMES TO SOLOMO,HYPERBOLE IS EVERYWHERE 10
    • BUT SOLOMO ISN’T AMAGICAL ‘SILVER BULLET’ 11
    • …IT’S JUST ONE MORE – ALBEIT VERY POWERFUL – ADDITION TO THE MARKETING TOOLKIT SAW ICON C/O JOHN BRÜGGEMANN, THE NOUN PROJECT 12
    • BUT IS SOLOMO JUST A LOT OFHOT AIR, 0R IS IT HERE TO STAY? 13
    • THE CONTEXT 14
    • “SoLoMo will encompass every industry on the planet. The future will see the integration of location-enabled features and insights intoevery product you touch and every process you engage in during the course of your life. “ Howard Linzon, Dec 2011 15
    • 8776 87629361937 39273093987230292 8723 98787234587623459 7 254427 29203292729283623 34876 34589456098459873 478276282927352412 7623 76236745348627635 76234 62348723476234 90834509234098238 8572 03897458976234958 87560349809823940 762 394857298264359 8736456234587243 68395 86908734509873245 3458763847652347 62345987458973549 98490803499832409 045085698734569872 38920909234098234 98234 34 2 3478676554764389 62349 2347623497238476235473465987340598 73245974560982837 3 9 3495873245213489 6230 97245908762349762 56703495872387230 23409 84508973458762358 8620 23782872379724 97369742698234976 94861 34978623948623947 861240972349861297623645234765888 SOME NUMBERS 3498612349876349 74783476438748763 78623498623947623 48763987298123982 98736456234587243 43783 92479874184862763 8756 03498098239408572 534 0 5 5 09839485729826435 76234 59874589735496839 45609845987345874 45698 72345876384765234 4982 7623495876234 05897234508569873 76438 93892090923409823 34059823478676554 7628450987324576234 78678635473465987 21348 97324597456098283 3850956703495872 38723093495873245 98745897354968395 868034998324090294 62345 4508569873456987 23458763847652347 09092340982349823 4923495876234058972 3 93892 3547346598734059 82347867655476438 97456098283762349 98732457623478678 6 73245 87230 93495873245213489 23458 4998324090294 38509567034958723 58972 34508569873456987 4560982837628974 58976234958762340 35473465987340598 2342452134897324597 34509873245762347 86786 4 7354968395869087 70349587238723093 2347623459874589 83240902943850956 16
    • SOLOMO 17
    • SOCIAL MEDIA USERS WORLDWIDE TODAY: 1,720,000,000 SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, JAN 2013). COMMUNITY ICON C/O THE NOUN PROJECT 18
    • JAN 2013 TOP SOCIAL NETWORKS BY ACTIVE USERS FACEBOOK 984 M QZONE 598 M SINA WEIBO 287 MTENCENT WEIBO 277 M PENGYOU 259 M NUMBERS REPRESENT MONTHLY ACTIVE USER ACCOUNTS. SOURCES: LATEST SITE-REPORTED ACTIVE USER FIGURES, AS AT JAN 2013 19
    • ASIA IS HOME TO 51% OF ALL THE WORLD’S SOCIAL MEDIA USERSSOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, JAN 2013). COMMUNITY ICON C/O THE NOUN PROJECT 20
    • JAN2013 SOCIAL NETWORK USERS PAKISTAN: CHINA: 53% 26M 23% 35M FACEBOOK QZONE 598M 41% SOUTH KOREA: JAPAN: BANGLADESH: CYWORLD TWITTER 4% 8M FACEBOOK HONG KONG: FACEBOOK INDIA: FACEBOOK 3.4M 2% 4.0M 56% 56% 13M TAIWAN: FACEBOOK 63M 5% THAILAND: VIETNAM: FACEBOOK 25% 18M 11M 9% FACEBOOK PHILIPPINES: MALDIVES: FACEBOOK 29% 30M FACEBOOK MALAYSIA: 1.5M 7% FACEBOOK 45% 14M 0.1M 34% SRI LANKA: 2.9M 54% INDONESIA: FACEBOOK FACEBOOK FACEBOOK OTHER PLATFORM SINGAPORE: FACEBOOK 52M 18% COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE LARGEST SOCIAL NETWORK 21 IN EACH COUNTRY AS AT JAN 2013. ACTIVE USER NUMBERS MAY BE LOWER FOR NON-FACEBOOK DATA. DATA SOURCES: FACEBOOK (JAN 2013), TENCENT (AUG 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012)
    • JAN 2013 SOCIAL NETWORK PENETRATION IN ASIA62% 57% 56% 55% 53% 47% 44% 36% 35% GLOBAL 29% 27% 27% AVERAGE 23% 21% 16% 12% 11% 7% 7% 5% 5% 4% 4% 2% N/ABRUNEI TAIWAN HONG KONG MACAO MALDIVES PHILIPPINES JAPAN THAILAND BHUTAN CAMBODIA INDIA LAOS PAKISTAN BANGLADESH MYANMAR INDONESIA VIETNAM SINGAPORE SRI LANKA MONGOLIA ASIA MALAYSIA CHINA NEPAL S KOREA COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE LARGEST SOCIAL NETWORK 22 IN EACH COUNTRY AS AT JAN 2013. ACTIVE USER NUMBERS MAY BE LOWER FOR NON-FACEBOOK DATA. DATA SOURCES: FACEBOOK (JAN 2013), TENCENT (AUG 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012)
    • FACEBOOK MOBILE USERS WORLDWIDE:604,000,000 SOURCE: FACEBOOK, JAN 2013 23
    • SOLOMO 24
    • LOCATION-BASED SERVICEUSERS WORLDWIDE TODAY:1 BILLION SOURCE: TNS MOBILE LIFE, APRIL 2012 25
    • SEP2012 PHONE USERS’ WILLINGNESS TO USE LBS CHINA 26% 14% PAKISTAN 50% SOUTH JAPAN 26% KOREA HONG KONG INDIA 26% 43% THAILAND TAIWAN 32% 58% 52% 27% VIETNAM MALAYSIA 49% PHILIPPINES 22% INDONESIA SINGAPORE 71% COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE 26 LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012)
    • 62%OF PEOPLE WHO DON’T YET USE LBS“ASPIRE TO USE IT IN THE FUTURE” SOURCE: TNS MOBILE LIFE (SEP 2012) 27
    • SOLOMO 28
    • MOBILE SUBSCRIBERS AROUND THE WORLD: 6,300,000,000 SOURCE: ERICSSON TRAFFIC AND MARKET REPORT, INTERIM UPDATE (AUG 2012) 29
    • (   )   GLOBALLY, MORE PEOPLE OWN A MOBILE PHONE THAN OWN A TOOTHBRUSH SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA 30
    • OCT 2012 MOBILE PENETRATION234% 214% 147% 140% 139% 130% 124% 118% 117% GLOBAL 110% 109% 106% 100% AVERAGE 94% 93% 88% 83% 82% 78% 78% 70% 63% 62% 45% 5% NEPALMACAO HONG KONG SINGAPORE MALDIVES BRUNEI S KOREA TAIWAN THAILAND JAPAN PHILIPPINES CHINA BHUTAN BANGLADESH CAMBODIA PAKISTAN INDIA MYANMAR LAOS INDONESIA VIETNAM SRI LANKA MONGOLIA ASIA MALAYSIA COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY 31 OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)
    • OCT2012 MOBILE SUBSCRIPTIONS 54M 135M PAKISTAN CHINA 1,047M SOUTH KOREA JAPAN 118M BANGLADESH HONG KONG INDIA 102M 15M 29M TAIWAN 934M THAILAND 79M VIETNAM 127M MALDIVES 97M PHILIPPINES MALAYSIA 35M 0.5M 19M SRI LANKA 7.8M INDONESIA SINGAPORE 270M COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY 32 OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)
    • NUMBER OF MOBILE INTERNET USERS IN ASIA BY END 2012:794,000,000 SOURCE: EMARKETER ESTIMATE (AUG 2012) 33
    • 89% OF SMARTPHONE OWNERS USETHEIR DEVICES AT RETAIL STORES SOURCE: NIELSEN SMARTPHONE ANALYTICS (DEC 2011) 34
    • JUN2012 USE OF MOBILE WALLET SERVICES31% 26% 26% 25% 15% 15% 7% 4% 2% 1% 1% 1% 1%HONG KONG JAPAN SINGAPORE TAIWAN PAKISTAN PHILIPPINES THAILAND VIETNAM MALAYSIA CHINA S KOREA INDIA INDONESIA SOURCE: TNS MOBILE LIFE (JUN 2012) 35
    • SO + LO + MO = A POWERFULCOMBINATION 36
    • CONVERSATION x CONTENTx CONTEXT x CONVENIENCE 37
    • GAMIFICATION SOCIALSERENDIPITY CONNECTION TIME REWARDS &OPTIMISATION DISCOUNTS GPS UTILITY 38
    • 46% 26% 22% 19% 13% NAVIGATION FINDING FINDING CHECKING PUBLIC LOCATING DEALSAND DIRECTION RESTAURANTS FRIENDS TRANSPORT AND DISCOUNTS SOURCE: TNS MOBILE LIFE, APRIL 2012 39
    • 82%OF COMPANIES IN ASIA BELIEVE MOBILE SOCIAL IS AN IMPORTANT PART OF THEIR STRATEGY SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) 40
    • BUT WHY ARE BRANDSGETTING SO EXCITED? 41
    • “The combination of time and contextunlocks a powerful tool for marketers to develop precise targeting approaches. “ James Fergusson, TNS 42
    • 9 IN 10MOBILE SEARCHES LEAD TO ACTION SOURCE: SEARCHENGINELAND 43
    • 91%OF MOBILE INTERNET USERS GO ONLINE TO SOCIALISE SOURCE: RUDER FINN 44
    • MOST IMPORTANTLY, SOLOMO DRIVES BEHAVIOUR CHANGE 45
    • BUT AVOID JUMPING ON THE SOLOMO BANDWAGONSIMPLY BECAUSE YOUR COMPETITORS OR PEERS HAVE WAGON ICON C/O LUIS PRADO, THE NOUN PROJECT 46
    • CHECK IN TO REDEEM A SHARE WITH A LOCATION ‘SPECIAL DEAL’ NETWORKS…AND TRY TO AVOID THIS KIND OF LAZY APPROACH 47
    • LASTING AUDIENCE ENGAGEMENTREQUIRES A BIT MORE THINKING 48
    • SO WHICH BRANDSARE MAKING BEST USE OF SOLOMO? 49
    • 50
    • 51
    • 52
    • 53
    • 54
    • HARNESSES GPS UTILITY TO DELIVER A HUGELYAUGMENTED BRAND AND PRODUCT EXPERIENCE 55
    • VIAINCREASES FREQUENCY BY MAKING EACH RUN MORE REWARDING 56
    • …AND THE AUDIENCE ISWILLING TO PAY FOR IT 57
    • 58
    • 59
    • 60
    • 61
    • 62
    • HARNESSES SOLOMO-POWERED CSR INITIATIVESTO DRIVE WIDESPREAD BRAND CONVERSATIONS 63
    • VIA INCREASES FREQUENCY BYCREATING NEW USAGE OCCASIONS 64
    • 65
    • 66
    • VIA INCREASES FREQUENCY BYREWARDING FREQUENCY OF VISIT 67
    • 68
    • 69
    • 11,000 PLAYERS IN STOCKHOLMAVERAGE ENGAGEMENT: 5 HOURSDOUBLED MINI SALES IN SWEDEN COMMUNITY ICON C/O THE NOUN PROJECT 70
    • HARNESSES SOLOMO GAMING TODRIVE DEEPER BRAND ENGAGEMENT 71
    • VIA INCREASES PENETRATION BYSTRENGTHENING BRAND AFFINITY 72
    • 73
    • 74
    • USES SOLOMO TO DRIVELOYALTY AND ADVOCACY 75
    • VIA INCREASES PENETRATION BYHARNESSING PEER ENDORSEMENT 76
    • 77
    • 78
    • 79
    • BRINGS THE BRAND PERSONALITY TO LIFETHROUGH A SOLOMO ‘SCAVENGER HUNT’ 80
    • VIA INCREASES PENETRATION BYHARNESSING PEER ENDORSEMENT 81
    • 82
    • 83
    • 84
    • TELLING RICH BRAND STORIES WITH GEO-SOCIAL CONTENT 85
    • VIA INCREASES PENETRATION BYHARNESSING PEER ENDORSEMENT 86
    • 87
    • RFID TAGS SHOPPER TAKES RFID TAG INFO ABOUT THE ATTACHED TO GARMENT TO TRIGGERS TUNE SENT TOGARMENT LABELS FITTING ROOM RELEVANT TUNE NEARBY PHONE 88
    • 89
    • 47,000 SONGS RECOMMENDED84% AVERAGE CLICK-THROUGH21% UPLIFT IN PAID DOWNLOADS 90
    • USES CONTEXTUAL TARGETING TO ESTABLISHAWARENESS AND BUILD PERSONAL RELEVANCE 91
    • VIAINCREASES PENETRATION BYDRIVING CONTEXTUAL TRIAL 92
    • ? THERE COULD HAVE BEEN ASTRONGER SOCIAL ELEMENT THOUGH… 93
    • 94
    • 95
    • USE A SOCIAL LAYER TO ADD AUDIENCE VALUE AND HELP SPREAD THE WORD MEGAPHONE ICON C/O MICHELE ZORZETTO, THE NOUN PROJECT 96
    • 97
    • 98
    • HARNESSING TIMELY LBS-DRIVEN DEALS TO INCREASE CART SIZE 99
    • VIAINCREASES CONSUMPTION BY CROSS- AND UP-SELLING 100
    • SOLOMO IS EVEN RELEVANTTO TOILET TISSUE BRANDS 101
    • 102
    • CHARMIN’S ‘SIT OR SQUAT’ APP ASKED PEOPLE TOLOCATE AND RATE PUBLIC BATHROOMS ACROSS THE USA 103
    • HARNESSING LOCATION-SPECIFIC COMMUNITY REVIEWS TO ADD REAL AUDIENCE VALUE COMMUNITY ICON C/O THE NOUN PROJECT 104
    • ?BUT HOW DOES THAT ADD TO THE BOTTOM LINE? SORRY, TERRIBLE PUN! 105
    • VIAINCREASES PURCHASE FREQUENCY BY STRENGTHENING BRAND AFFINITY 106
    • …I.E. IT’S THE BRAND YOU REMEMBER WHENYOU FINALLY GET TO THE TOILET TISSUE AISLE 107
    • WHAT CAN WE LEARN FROMTHESE BRANDS? 108
    • SOLOMO ISN’T JUST ABOUT DEALS 109
    • …NOR IS IT ROCKET SCIENCE 110
    • >START WITH PEOPLE, NOT TECHNOLOGY PERSON ICON C/O THE NOUN PROJECT 111
    • SHARING MUST BE ABOUT AUDIENCE BENEFIT 112
    • ADD VALUE THROUGH UTILITY 113
    • KEEP A SIMPLE FOCUS 114
    • >BUILD RELATIONSHIPS, NOT SPECTACLE 115
    • WHAT’S NEXTFOR SOLOMO? 116
    • $1. INTEGRATED PAYMENTS 117
    • APPLE PASSBOOK 118
    • 2. AUTO ‘LIFE LOGGING’ 119
    • THE ‘QUANTIFIED SELF’ MOVEMENT 120
    • 3. DISTRIBUTED MASS EXPERIENCES 121
    • ARMIN VAN BUUREN’S ‘A STATE OF TRANCE’ 122
    • HOW CAN YOUGET STARTED INSOLOMO TODAY? 123
    • R5 RIGHT REASONS   RIGHT PEOPLE RIGHT ACTIVITIES RIGHT PLACES RIGHT TIMES 124
    • BUILD EVERYTHING AROUNDA CLEAR BUSINESS OBJECTIVE COMMUNITY ICON C/O THE NOUN PROJECT 125
    • DEFINE YOUR AUDIENCE SELECTIVELY –BIGGER DOESN’T ALWAYS MEAN BETTER COMMUNITY ICON C/O THE NOUN PROJECT 126
    • BUILD ACTIVITIES AROUND WHATYOUR AUDIENCE WILL FIND VALUABLE 127
    • GAMIFICATION SOCIALSERENDIPITY CONNECTION TIME REWARDS &OPTIMISATION DISCOUNTS GPS UTILITY 128
    • IDENTIFY THE PLACES AND CONTEXTSIN WHICH YOUR ACTIVITY HAS RELEVANCE 129
    • IDENTIFY WHICH TIMES THE ACTIVITY WILLHAVE MOST IMPACT, AND FOR HOW LONG 130
    • MEASURE YOUR PROGRESS AGAINSTOBJECTIVES AND OPTIMISE AS YOU GO 131
    • HOW CAN YOUGET STARTED INSOLOMO TODAY? 132
    • USE THESE SOLOMO APPS TO HELPBUILD YOUR OWN PERSONAL BRAND… 133
    • SONAR.ME 134
    • HIGHLIGHT 135
    • USE SOLOMO TO FIND AND MEET THE INTERESTING PEOPLE AROUND YOU 136
    • KEEP LOOKINGKEEP LISTENINGKEEP LEARNING 137
    • SOLOMO OR NONONO? 138
    • SOLOMO IS DEFINITELY MORETHAN JUST A LOT OF HOT AIR… 139
    • …BUT WE STILL HAVE PLENTY TO DO BEFOREWE CAN DELIVER SOLOMO’S FULL POTENTIAL 140
    • WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
    • SIMON KEMPMANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG