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 marketing.

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The Importance of SoLoMo

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

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