The digital marketing landscape in Turkey is currently in a serious state of disruption. Smart phones have become the most broadly used device for shoppers and searchers when looking for a product, information or a service. It is this Location-Based Engagement (LBE) that is driving customers to the doors of businesses and brand owners in Turkey.
SoLoMo is an acronym for three words we all know very well, Social, Local and Mobile. The SoLoMo concept in its most basic form, is the foundation of a comprehensive "check list" any forward thinking marketing professional or business owner would employ as a guide to ensuring that their point of sale (POS) both physical and virtual is easily discoverable on a wide variety of social networks, local and mobile search platforms as well as online and mobile mapping applications including connected and non-connected in-car navigation systems, PND's and navigation apps.
SoLoMo empowers a brand or business owner to ensure that their one or many thousands of business points of sale can be found on literally hundreds of various platforms in Turkey and around the world that their customers are using to search for products, brands and services everyday. In Turkiye, platforms like Google Maps, Facebook, Yandex Maps, Foursquare, Google.com.tr, Yandex.com.tr, Nokia Maps, Twitter, Linkedin, TripAdvisor, TomTom Places and Yellow.com.tr are essential platforms in facilitating enormous amounts of location-based engagement activities everyday. Both smb's and brand owners need to take control of their physical and virtual points of sale - using SoLoMo as a guide will most certainly help them accomplish that.
WhatsApp 9892124323 ✓Call Girls In Kalyan ( Mumbai ) secure service
The Brand SoLoMo Handbook from Yellow Medya
1. The Brand
Handbook for Turkey
How to ensure your Brand and their Points of Sale are found and
engaged with on Social, Local and Mobile platforms in Turkey
Your
Brand
Web Sites google.com.tr
Keywords
Mobile Apps
Mobile Sites
(Yandex Maps)
Organic Search
Landing Pages
Addressing
Nokia Maps
(TomTom Maps)
Geo-Coding yandex.com.tr
In-Car Navigation
Splash Pages
Written By: Trevor Nadeau Customers
1st Edition March 2012
4. Table of Contents
Page 1 - Introduction
Page 2 - Some Interesting Numbers on Turkey
Page 3 - The Brand SoLoMo Health Check
Page 4 - The Anatomy of a Brand Point of Sale (POS)
Page 5 - Brand Names and Business Names in a SoLoMo World
Page 6 - POS Addressing Structure (IMPORTANT SECTION!)
Page 7 - POS Geocoding (IMPORTANT SECTION TOO!)
Page 8 - Brand POS Unique URL’s
Page 10 - Brand SoLoMo Deployment - Sharing is Caring
Page 11 - Brand SoLoMo Deployment - Homework
Page 12 - Brand SoloMo - Did You Know?
Page 13 - References and Credits
5. Introduction
Welcome to SoLoMo – the concept sweeping the world of marketing which allows brand
owners to quickly grasp the power of Social, Local, Mobile (SoLoMo) marketing and how to
easily create and manage a brand’s many points of sale (POS) within a city, country or the
world for that matter.
In this handbook we focus on Location-Based Engagement (LBE), which in fact is the
essence of a transaction between a brand, a product or a service and a consumer.
SoLoMo and LBE are easy concepts to understand. The key factor in leveraging these
exciting new channels of marketing is ensuring a rock solid foundation is built for each and
every one of the brand points of sale upon which to deploy and manage a Brand SoLoMo
location-based engagement campaign.
Copyright - Trevor Nadeau - All rights reserved. March 2012
7. The Brand SoLoMo Health Check
engage and transact with your customers at a local level.
Simply check the Yes or No box and move to the next question. Easy!
Yes No
every one of your points of sale (POS’s) in Turkey?
7. Does every one of your POS’s have an online and mobile presence (a unique URL)?
8. Can every one of your POS’s be found on an organic search on Google/Yandex/Bing/Yahoo
online and mobile search platforms?
9. Does every one of your POS’s have a unique Facebook page?
Now you have taken the Brand SoLoMo Health Check. One more question...
How do you think your Brand’s points of sale are doing in their ability to be found and engaged
information!
Copyright - Trevor Nadeau - All rights reserved. March 2012 -3-
8. The Anatomy of a Brand Point of Sale
Each and every point of sale in the concept of Location-Based Engagement has this basic anatomy.
This is a place
of business.
-4- Table 1 (Please refer to Page 13, References & Credits)
9. Clean up your names!
It is surprising how sometimes brand and businesses owners overlook some basic brand word and
business name cleanup practices when marketing their products and services in Turkey. Especially
when you consider how much they spend on creative above the line marketing campaigns.
First and foremost Location-Based Engagement requires that the consumer, reviewer or just plain
online or mobile search. That means the brand name and/or business name needs to be “SoLoMo
Friendly”.
What is SoLoMo friendly?
The best way to answer the question “What is SoLoMo Friendly?” would be with another question.
Remember, we are not talking about the actual search yet, just the thinking and text that someone
would enter in the search box.
Brand owners and business owners need to ensure that the brand names and business names
that get listed in and submitted to search engine databases are free of unnecessary clutter. In
Turkey things like “Sti. Lti. Tic.” etc are required information for registering a business with the
comes to being found online or on a mobile search. See the example below of a “before and after”
for a real business name in Turkey.
Now, if this was an online or mobile search,
the user would probably add some sort
of location information after entering
the brand word or business name. Maybe
something like “Pupa Sisli” or something
like that. This is the information that search
engines love. Why? Because it tells the
search engine that this is most likely a local
search.
Pupa Bilisim Hizmetleri Tic. Ltd. Sti. = Pupa
What is a local search? A local search is comprised of two parts. First part is the brand word,
business name, keyword or type of business and the second part is the location.
So, make sure your brand and business names associated with your points of sale are always
SoLoMo Friendly!
Copyright - Trevor Nadeau - All rights reserved. March 2012 -5-
11. A Geo-Code for Each Point of Sale in Turkey
“What is a
Geo-code?”
A GEOCODE (Geospatial Entity Object
Code) is a patented geographic information
transformation algorithm and a patented
geospatial coordinate representation
format. The standardized all-natural number
geospatial coordinate provides details of
the exact location or geospatial point at,
below, or above the surface of the earth at a
OK how about this answer for the non-PhD
educated, a geo-code is a combination of
two numbers – one known as latitude and
the other known as longitude that when
combined can show the exact location of a POS on virtually any digital map in the world.
Due to the complexity of the Turkish POS address structure, it is essential that all Brand POS
locations be manually geo-coded. Do not run a mapping API (application programming interface)
against your POS database to generate geo-codes. You will have a very high failure rate and you
locations even though they are shown on a map, a social network or a website.
Many companies in Turkey provide geo-coding services but unfortunately many of them use a geo-
coding API to match the POS address in their own address geo-code database. Do Not Do This.
Copyright - Trevor Nadeau - All rights reserved. March 2012 -7-
13. If you have gotten this far – congratulations!!! All the hard work is done.
By investing your time and resources in creating a complete and accurate data set of up-to-date
Brand POS locations you have not only empowered your Brand but you have created a great asset
All departments involved in supply chain management will be very interested in the SoLoMo
logistics team, your suppliers who deliver directly to your corporate and dealer points of sale will
planning. Retail decision management will leverage the SoLoMo POS Database to assist them in
new store location development and market analysis.
Copyright - Trevor Nadeau - All rights reserved. March 2012 -9-
15. Brand SoLoMo - Homework NOTE: You must
complete Section B
before moving to
Section S and Section M.
Section B
3. Cleanse the business names and brand names.
4. Associate the brand to the business name.
5. Create a unique URL for EACH location that is desktop, tablet and mobile optimized.
6. Compile all this into one spreadsheet and keep it up to date.
Section S
3. Submit to Nokia Maps.
4. Submit to TomTom Maps (Places).
5. Submit to Yandex Maps.
6. Submit URL’s to Google.com
7. Submit URL’s Yandex.com.tr
8. Submit URL’s to Yahoo.com
9. Submit URL’s to Bing.com
Section M
Copyright - Trevor Nadeau - All rights reserved. March 2012
17. References and Credits
Handbook. Clearly there are some other platforms out there but the list below covers the essential
platforms to get started on your Brand SoLoMo strategy.
(note: Bing Maps to be powered by Nokia Maps)
(note: Yahoo Maps to be powered by Nokia Maps)
(note: Twitter Brand Pages are available to select advertisers at this time.)
Statistics - vSplash Tech Labs, ComScore, TURBISAD, socialbakers, Monitera, BTK (Information
Technologies and Communications Institute)
To download the brand SoLoMo handbook for Turkey, visit www.solomo.com.tr or send e-mail to
handbook@solomo.com.tr
Copyright - Trevor Nadeau - All rights reserved. March 2012
18. About the Author
Trevor Nadeau
Managing Director, Yellow Medya
Trevor Nadeau has been the managing director of Yellow Medya (formerly Turkey Yellow Pages)
the company from a basic Yellow Pages directory business into one of Turkey’s most dynamic local
transaction solutions.
Originally from Montreal, Canada, Trevor joined Tele-Direct (Bell Canada Yellow Pages) in Toronto
career in the IT industry working as a sales and marketing executive in the north American