The Importance of SoLoMo

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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.

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  • 1. SOLOMO LOCATION-BASED MOBILE SOCIALAND WHAT IT MEANS FOR MARKETERS SIMON KEMP • we are social • 26 APRIL 2012
  • 2. we are social 2
  • 3. SOLOMO?we are social 3
  • 4. EASILY ONE OF THE TOP 10 MOST IRRITATING MARKETING BUZZWORDSwe are social 4
  • 5. SOCIAL SOLOMOwe are social 5
  • 6. “ SOLOMO IS THE FUTURE OF EVERYTHING “ SOLOMO HYPERBOLE IS EVERYWHEREwe are social 6
  • 7. BUT IS SOLOMO HERE TO STAY, OR IS IT JUST A LOT OF HOT AIR?we are social 7
  • 8. THE CONTEXTwe are social 8
  • 9. “ 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. LOCATION-BASED SERVICE USERS WORLDWIDE TODAY: 1 BILLIONwe are social SOURCE: TNS MOBILE LIFE, APRIL 2012 13
  • 14. 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
  • 15. 60% OF PEOPLE WHO DON’T YET USE LBS “ASPIRE TO USE IT IN THE FUTURE”we are social SOURCE: TNS MOBILE LIFE 15
  • 16. WHY IS SOLOMO SO POPULAR?we are social 16
  • 17. SOLOMO = REAL LIFE x THE INTERNET x REAL-TIMEwe are social 17
  • 18. GAMIFICATION SOCIAL SERENDIPITY CONNECTION TIME REWARDS & OPTIMISATION DISCOUNTS GPS UTILITYwe are social 18
  • 19. 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
  • 20. SO WHY ARE BRANDS GETTING SO EXCITED?we are social 20
  • 21. “ 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
  • 22. BUT SOLOMO ISN’T JUST ABOUT DEALSwe are social 22
  • 23. WHICH BRANDS ARE MAKING BEST USE OF SOLOMO?we are social 23
  • 24. we are social 24
  • 25. we are social 25
  • 26. we are social 26
  • 27. ( SOLOMO ISN’T JUST ABOUT PHONES )we are social 27
  • 28. BRINGS THE SOCIAL COMMUNITY TO THE CENTREwe are social 28
  • 29. HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCEwe are social 29
  • 30. we are social 30
  • 31. we are social 31
  • 32. SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTSwe are social 32
  • 33. we are social 33
  • 34. ( IT EVEN GOT OBAMA TALKING )we are social 34
  • 35. HARNESSES SOLOMO-POWERED CSR INITIATIVES TO DRIVE WIDESPREAD BRAND CONVERSATIONSwe are social 35
  • 36. we are social 36
  • 37. we are social 37
  • 38. VS   VALUE THROUGH HUGE ONE-OFF FREQUENCY DISCOUNTSwe are social 38
  • 39. SUCCESSFULLY LEVERAGES SOLOMO DEALS TO DRIVE STORE VISIT FREQUENCYwe are social 39
  • 40. we are social 40
  • 41. CATCH THE VIRTUAL MINI, AND IF YOU STILL HAVE IT AT THE END OF THE GAME, YOU WIN A REAL MINIwe are social 41
  • 42. 11,000 PLAYERS IN STOCKHOLM AVERAGE ENGAGEMENT: 5 HOURS INCREASED MINI SALES IN SWEDENwe are social 42
  • 43. HARNESSES SOLOMO GAMING TO DRIVE DEEPER BRAND ENGAGEMENTwe are social 43
  • 44. we are social 44
  • 45. we are social 45
  • 46. TOOK PEOPLE ON A TOUR OF THE BRAND’S FAVOURITE PLACES AROUND LONDON (AND GAVE AWAY SNEAKERS)we are social 46
  • 47. BROUGHT THE BRAND PERSONALITY TO LIFE THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’we are social 47
  • 48. we are social 48
  • 49. CHECK IN TO A HOTEL VIA JIEPANG AND EARN REAL-WORLD LOYALTY POINTSwe are social 49
  • 50. USES SOLOMO TO DRIVE LOYALTY AND ADVOCACYwe are social 50
  • 51. we are social 51
  • 52. we are social 52
  • 53. HARNESSES TIMELY LOCATION- BASED DEALS TO INCREASE CART SIZEwe are social 53
  • 54. WHAT CAN WE LEARN FROM THESE BRANDS?we are social 54
  • 55. > START WITH PEOPLE, NOT TECHNOLOGYwe are social 55
  • 56. SHARING MUST BE ABOUT AUDIENCE BENEFITwe are social 56
  • 57. ADD VALUE THROUGH UTILITYwe are social 57
  • 58. KEEP A SIMPLE FOCUSwe are social 58
  • 59. > BUILD RELATIONSHIPS, NOT SPECTACLEwe are social 59
  • 60. WHAT’S NEXT FOR SOLOMO?we are social 60
  • 61. $ SOLOMO x NFC PAYMENTwe are social 61
  • 62. AUTO ‘LIFE LOGGING’we are social 62
  • 63. DISTRIBUTED MASS-SOCIAL EXPERIENCESwe are social 63
  • 64. HOW CAN BRANDS GET STARTED IN SOLOMO TODAY?we are social 64
  • 65. R 4 RIGHT PEOPLE   RIGHT ACTIVITIES RIGHT PLACES RIGHTS TIMESwe are social 65
  • 66. DEFINE YOUR AUDIENCE SELECTIVELY – BIGGER DOESN’T ALWAYS MEAN BETTERwe are social 66
  • 67. BUILD ACTIVITIES AROUND WHAT THAT AUDIENCE WILL FIND VALUABLEwe are social 67
  • 68. GAMIFICATION SOCIAL SERENDIPITY CONNECTION TIME REWARDS & OPTIMISATION DISCOUNTS GPS UTILITYwe are social 68
  • 69. IDENTIFY THE PLACES AND CONTEXTS IN WHICH YOUR ACTIVITY HAS RELEVANCEwe are social 69
  • 70. IDENTIFY WHICH TIMES THE ACTIVITY WILL HAVE MOST IMPACT, AND FOR HOW LONGwe are social 70
  • 71. MEASURE YOUR PROGRESS AGAINST OBJECTIVES AND OPTIMISE AS YOU GOwe are social 71
  • 72. SO,SOLOMO OR NONONO?we are social 72
  • 73. SOLOMO IS DEFINITELY MORE THAN JUST LOTS OF HOT AIR…we are social 73
  • 74. …BUT WE STILL HAVE PLENTY TO DO BEFORE WE CAN DELIVER SOLOMO’S FULL POTENTIALwe are social 74
  • 75. SIMON KEMPMANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG