SoLoMo refers to social, local, and mobile technologies that combine geosocial networking and geolocation. These platforms allow users to check-in and share their locations, discover local businesses and events, and connect with other users nearby. Popular examples include Foursquare, Facebook Places, and Groupon, which businesses can use to target promotions at local customers, build loyalty, and increase sales. However, challenges remain in motivating large portions of the population to participate and addressing privacy concerns.

1. SoLoMo
Social, local and mobile.

2. What is it?
• Geosocial Networking is a type of social networking
that uses geolocation to create a community of users.
• Geolocation is the process of identifying the
geographic location of a person by a device by means
of digital information processed.
• How do they work?
– Using geolocation social networks from a computer can be
IP-base.
– For mobile use, texted location information or mobile
phone tracking can enable location-based services to
enrich social networking.

3. History
• SoLoMo came after the term Hyperlocal
– Hyperlocal is the most up-to-date information in your area.
• Ex. Local search queries.
• With the increase of smartphone usage and the
popularity of social sites; Hyperlocal transformed
into SoLoMo.
• Even though there are countless sites, SoLoMo is still
seen as the next-best-thing that wasn’t. But why?

4. Why aren’t people checking-in?
– 50% Don’t have a smart phone
– 49% Have no motivation
– 48% Cited privacy concerns

5. • Who is using it?
• What platforms are being used?
• Where are they using it?
• Why are they using it?

10. Ones to watch
• Largest/Most popular:
– foursquare/SCVNGR
– YELP
– Groupon/living social
– Facebook Check-in
• Newest:
– Banjo/highlight

11. Types of networks
• Location-based social network
– Check-in
– GPS
• Geo-location Deal-of-the-day/ Social Shopping

12. Why Use Them For Business?
• Create Loyalty
• Return Visitors
• Brand/Store Advocates
• Increase Sales

13. Foursquare
• Gowalla and foursquare lead the
pack. They were launched at
SXSW 2009.
• Three years later Facebook bought
Gowalla and is now officially shut
down.
• Foursquare is still up and running
with around 20 million users.

14. Foursquare
• Foursquare is a location-based social
networking website
for mobile devices, such
as smartphones.
– As of February 2011 there were 7
million users. April 2012 it was reported
to have 20 million registered users.

15. Foursquare
• How to use it for Marketing?
– Brands can create pages that allow users to “follow” the company and
receive special tips when they check in.
– Companies can also create specials which are incentives for users to
check in.
• Examples: check-in at Chili’s, get a free chips and salsa.
• $10 off a ticket at the Houston Aquarium for checking in.
• Returning customer specials as well as Mayoral discounts
– July 25, 2012 foursquare revealed “Promoted Updates”, an app update
which will allow companies to message users about deals or available
products.

18. SCVNGR
• SCVNGR is a social location-based
gaming platform for mobile phones.
– As of February 2011 SCVNGR had over 1 million
users.
• Launched LevelUp in March of 2011,
which is a mobile payments platform
to increase engagement and loyalty at
local businesses.
• How can you use it for marketing?
– Companies can build pages and
interact with their consumer by
How to start marketing on SCVNGR
creating tasks. http://mashable.com/2011/06/08/scvngr-marketing-guide/
– Provide customer incentives and How to play SCNVGR http://vimeo.com/15175607
deals. How to build a challenge http://vimeo.com/15175672

22. Yelp
• Yelp works as a social networking, user review, and
local search website.
– Combines Google Search, Google+ Local, and foursquare.
– As of January 2012 Yelp had more than 71 million monthly
unique visitors.
• How to use it for Marketing?
– Businesses may advertise with Yelp for preferred search
result placement and extra listing features.
• Extra features include video and photo albums.

25. Groupon
• Groupon is a deal-of-the-day website that features discounted
gift certificates usable at local or national companies.
– 40 Million subscribers
• How to use it for Marketing?
– Retailers, who can treat the coupons as quantity discounts as well as
sales promotion tools.
– Use for business when it has excess inventory, to repeat sales,
additional sales, excess capacity, attracting a young demo, or to
generate buzz.

26. Beware
• Some businesses have taken a hit when working with
Groupon.
– Know how many customers is too many and be prepared
to handle the influx
– Have a plan to retain new customers
• Groupon’s stock has dropped 72% since coming
public November 7, 2011.
– Now work $7.31 each

29. Living Social
• Living Social is a deal-of-the-day website that
features discounted gift certificates usable at local or
national companies.
– 10 million subscribers
• How to use it for Marketing?
– Exactly the same as Groupon
– Living Social provides new customer leads because people
refer friends.

32. Facebook Check-in
• Facebook created a “Places” page where people can check in at.
(Fans pages)
– Facebook Check-in is Facebook’s version of Foursquare.
– It uses the GPS on mobile devices to let your friends know where you are.
• How to use it for Marketing?
– Offer deals to consumers
– Because Facebook has such a large audience people who check-in become
brand advocates and broadcast your business information via check-in. It’s
like shouting it in a mega phone.

34. Banjo/Highlight
• Banjo is a “GPS Social” site
– You can connect multiple social sites to Banjo and by using the GPS on the
phones you are able to connect with people around your area.
• Highlight is also a “GPS Social” site
– You can “highlight” your friends to see what they do and where they go.
– “Highlight” your interests (based off of what you’ve Liked on Facebook)
and you can find people in your area with similar interests.
• Marketing options are very limited at the time.

37. 2012 Up-and-comers
• Skillshare-Online marketplace for offline classes.
• Zaarly-Local version of Craigslist.
• LevelUp/SCVNGR-Loyalty program with mobile payments.
• Dwolla- Transfer money via Facebook, Twitter, SMS or other virtual
channels.
• Eventbrite- Sell tickets to your events through Eventbrite.
• Codecademy-Making code less intimating. Offers classes on coding.