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.
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.
“
FastCompany
we 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 BILLION
we 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
17. SOLOMO = REAL LIFE x THE INTERNET x REAL-TIME
we are social 17
18. GAMIFICATION
SOCIAL
SERENDIPITY
CONNECTION
TIME REWARDS &
OPTIMISATION DISCOUNTS
GPS UTILITY
we are social 18
19. 46% 26% 22% 19% 13%
NAVIGATION FINDING FINDING CHECKING PUBLIC LOCATING DEALS
AND DIRECTION RESTAURANTS FRIENDS TRANSPORT AND DISCOUNTS
we 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, TNS
we are social 21