What is SoLoMo, and why is it important for marketers? We explore the reasons why location-based mobile social is gaining momentum all over the world, and share 7 case studies of best-in-class SoLoMo ...
What is SoLoMo, and why is it important for marketers? We explore the reasons why location-based mobile social is gaining momentum all over the world, and share 7 case studies of best-in-class SoLoMo marketing.
SOLOMO LOCATION-BASED MOBILE SOCIALAND WHAT IT MEANS FOR MARKETERS SIMON KEMP • we are social • 26 APRIL 2012
we are social 2
SOLOMO?we are social 3
EASILY ONE OF THE TOP 10 MOST IRRITATING MARKETING BUZZWORDSwe are social 4
SOCIAL SOLOMOwe are social 5
“ SOLOMO IS THE FUTURE OF EVERYTHING “ SOLOMO HYPERBOLE IS EVERYWHEREwe are social 6
BUT IS SOLOMO HERE TO STAY, OR IS IT JUST A LOT OF HOT AIR?we are social 7
THE CONTEXTwe are social 8
“ SoLoMo will encompass every industry on the planet. The future will see the integration of location-enabled features and insights into every product you touch and every process you engage in during the course of your life. “ FastCompanywe are social 9
JAN 2012 SOCIAL MEDIA PENETRATION 47% 50% 36% 20% 18% 4% 25% 36%we are social SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) 10
JAN 2012 MOBILE PENETRATION 100% 100% 100% 77% 100% 60% 100% 86%we are social SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) 11
PEOPLE ACCESSING FACEBOOK THROUGH MOBILE: 488,000,000 ( WELL OVER HALF OF ALL FACEBOOK’S USERS )we are social SOURCE: FACEBOOK , 23 APRIL 2012 12
LOCATION-BASED SERVICE USERS WORLDWIDE TODAY: 1 BILLIONwe are social SOURCE: TNS MOBILE LIFE, APRIL 2012 13
APR 2012 LBS USE BY SMARTPHONE USERS 15% 54% 37% 5% 32% 61% 4% 10% 5% 35% 63% 5%we are social SOURCE: TNS MOBILE LIFE, APRIL 2012 14
60% OF PEOPLE WHO DON’T YET USE LBS “ASPIRE TO USE IT IN THE FUTURE”we are social SOURCE: TNS MOBILE LIFE 15
WHY IS SOLOMO SO POPULAR?we are social 16
SOLOMO = REAL LIFE x THE INTERNET x REAL-TIMEwe are social 17
GAMIFICATION SOCIAL SERENDIPITY CONNECTION TIME REWARDS & OPTIMISATION DISCOUNTS GPS UTILITYwe are social 18
46% 26% 22% 19% 13% NAVIGATION FINDING FINDING CHECKING PUBLIC LOCATING DEALS AND DIRECTION RESTAURANTS FRIENDS TRANSPORT AND DISCOUNTSwe are social SOURCE: TNS MOBILE LIFE, APRIL 2012 19
SO WHY ARE BRANDS GETTING SO EXCITED?we are social 20
“ The combination of time and context – directing people towards a deal when they can easily redeem it – unlocks a powerful tool for marketers to develop precise targeting approaches. “ James Fergusson, TNSwe are social 21
BUT SOLOMO ISN’T JUST ABOUT DEALSwe are social 22
WHICH BRANDS ARE MAKING BEST USE OF SOLOMO?we are social 23
we are social 24
we are social 25
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( SOLOMO ISN’T JUST ABOUT PHONES )we are social 27
BRINGS THE SOCIAL COMMUNITY TO THE CENTREwe are social 28
HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCEwe are social 29
we are social 30
we are social 31
SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTSwe are social 32
we are social 33
( IT EVEN GOT OBAMA TALKING )we are social 34
HARNESSES SOLOMO-POWERED CSR INITIATIVES TO DRIVE WIDESPREAD BRAND CONVERSATIONSwe are social 35
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VS VALUE THROUGH HUGE ONE-OFF FREQUENCY DISCOUNTSwe are social 38
SUCCESSFULLY LEVERAGES SOLOMO DEALS TO DRIVE STORE VISIT FREQUENCYwe are social 39
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CATCH THE VIRTUAL MINI, AND IF YOU STILL HAVE IT AT THE END OF THE GAME, YOU WIN A REAL MINIwe are social 41
11,000 PLAYERS IN STOCKHOLM AVERAGE ENGAGEMENT: 5 HOURS INCREASED MINI SALES IN SWEDENwe are social 42
HARNESSES SOLOMO GAMING TO DRIVE DEEPER BRAND ENGAGEMENTwe are social 43
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TOOK PEOPLE ON A TOUR OF THE BRAND’S FAVOURITE PLACES AROUND LONDON (AND GAVE AWAY SNEAKERS)we are social 46
BROUGHT THE BRAND PERSONALITY TO LIFE THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’we are social 47
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CHECK IN TO A HOTEL VIA JIEPANG AND EARN REAL-WORLD LOYALTY POINTSwe are social 49
USES SOLOMO TO DRIVE LOYALTY AND ADVOCACYwe are social 50
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HARNESSES TIMELY LOCATION- BASED DEALS TO INCREASE CART SIZEwe are social 53
WHAT CAN WE LEARN FROM THESE BRANDS?we are social 54
> START WITH PEOPLE, NOT TECHNOLOGYwe are social 55
SHARING MUST BE ABOUT AUDIENCE BENEFITwe are social 56
ADD VALUE THROUGH UTILITYwe are social 57
KEEP A SIMPLE FOCUSwe are social 58
> BUILD RELATIONSHIPS, NOT SPECTACLEwe are social 59
WHAT’S NEXT FOR SOLOMO?we are social 60
$ SOLOMO x NFC PAYMENTwe are social 61
AUTO ‘LIFE LOGGING’we are social 62
DISTRIBUTED MASS-SOCIAL EXPERIENCESwe are social 63
HOW CAN BRANDS GET STARTED IN SOLOMO TODAY?we are social 64
R 4 RIGHT PEOPLE RIGHT ACTIVITIES RIGHT PLACES RIGHTS TIMESwe are social 65
DEFINE YOUR AUDIENCE SELECTIVELY – BIGGER DOESN’T ALWAYS MEAN BETTERwe are social 66
BUILD ACTIVITIES AROUND WHAT THAT AUDIENCE WILL FIND VALUABLEwe are social 67
GAMIFICATION SOCIAL SERENDIPITY CONNECTION TIME REWARDS & OPTIMISATION DISCOUNTS GPS UTILITYwe are social 68
IDENTIFY THE PLACES AND CONTEXTS IN WHICH YOUR ACTIVITY HAS RELEVANCEwe are social 69
IDENTIFY WHICH TIMES THE ACTIVITY WILL HAVE MOST IMPACT, AND FOR HOW LONGwe are social 70
MEASURE YOUR PROGRESS AGAINST OBJECTIVES AND OPTIMISE AS YOU GOwe are social 71
SO,SOLOMO OR NONONO?we are social 72
SOLOMO IS DEFINITELY MORE THAN JUST LOTS OF HOT AIR…we are social 73
…BUT WE STILL HAVE PLENTY TO DO BEFORE WE CAN DELIVER SOLOMO’S FULL POTENTIALwe are social 74
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