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The Importance of SoLoMo
 

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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    The Importance of SoLoMo The Importance of SoLoMo Presentation Transcript

    • 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
    • we are social 26
    • ( 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
    • we are social 36
    • we are social 37
    • VS   VALUE THROUGH HUGE ONE-OFF FREQUENCY DISCOUNTSwe are social 38
    • SUCCESSFULLY LEVERAGES SOLOMO DEALS TO DRIVE STORE VISIT FREQUENCYwe are social 39
    • we are social 40
    • 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
    • we are social 44
    • we are social 45
    • 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
    • we are social 48
    • 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
    • we are social 51
    • we are social 52
    • 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
    • SIMON KEMPMANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG