This document provides an overview of SoLoMo, which combines social media, location-based services, and mobile technologies. It discusses why SoLoMo is important, noting that businesses with over 100 social media fans see 8% higher click-through rates. It also outlines different levels of social media investment and examples of how companies like Allstate and Blue Cross Blue Shield have incorporated SoLoMo. The document concludes by discussing challenges of SoLoMo like privacy and calls for an integrated approach to content and engagement across social, local and mobile.

1. SoLoMo A CRASH COURSE
social media + location + mobile
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

2. Why SoLoMo?
SOcial LOcal MObile
• Businesses with 100+ • One in 5 searches • 70% of all mobile
fans see 8% higher has local intent. searches result in
click-through rates. action within one
• 80% of mobile hour.
• 125% higher Internet users prefer
conversion rates. ads locally relevant • 5.9B active mobile
to them. devices.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

3. Social Media Investment Levels
EXPERIMENTATION ADOPTION INNOVATION
• TESTING THE • ACCEPTANCE • TESTING NEW
WATERS • SOME BUDGET METHODS
• NO BUDGET ALLOCATED (5-7% • LARGER BUDGET
ALLOCATED OF MARKETING ALLOCATED (20%+)
BUDGET)
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

4. Social Media Investment &
Perceived Risk/Confidence Levels
HIGH
PERCEIVED RISK
EXPERIMENTATION
MED ADOPTION
INNOVATION
LOW
LOW MED HIGH
CONFIDENCE
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

5. SoLoMo – Key Points to Understand
Integration: unified approach
Adaptation: content and messaging
Quality: deals do not equal retention
Sharing: drive engagement
Relevance: contextually relevant to the user
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

6. SoLoMo Examples: Allstate
The Allstate GoodRideSM app allows The Allstate Tag In app allows users to
users to log, plan and share their riding send a message, location, and set up
experiences, and receive accident group chat with family, and friends.
support.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

7. SoLoMo Examples: BCBS of Louisiana
Great example of
branded content,
but not SoLoMo…
BCBS of Louisiana could integrate social and local to their
latest app to drive engagement and deepen loyalty.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

8. SoLoMo: Vertical Potential
Automotive
Education
Events
Financial
Food & Bev
Government
SoLoMo Healthcare
Insurance
Media
Nonprofit
Retail
Transportation
Travel
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

9. SoLoMo Challenge: Concept
• Concept of location
• Interaction for interaction’s
sake
• Consistency and coherent
growth
• Ambient awareness must not
be noise
• SoLoMo app abundance and
the need to adopt
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

10. SoLoMo Challenge: Battery Life
• Mobility and connectivity
• Issue is solvable
• Hinders developer potential
• Social centralization
• Mobile and Internet culture is
here to stay
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

11. SoLoMo Challenge: Privacy and Ownership
• Inherent loss of privacy
• Tackling fears of control,
embarrassment and feeling
cheated
• Full potential dependent on
willingness to share interests,
location, wants and needs
• Users more aggressive and
informed
• Expectation of distance and
protection by consumers
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

12. SoLoMo: Trending Topics and the Foreseeable Future
• Contextual relevance
• Socially ambient applications
• Near field communication
• Gamification
• Social commerce
• Mobile advertising
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

13. AREA203 case study: Grito
Objectives: Successfully launch new product in a new market; generate in-store foot
traffic and sales in Tuxtla Gutiérrez, Mexico
Target Audience: Youth market ages 13–24
Solutions: Establish Facebook page as campaign headquarters; generate targeted
awareness and engagement; establish local relationships with sports teams; sync launch
online and offline
Media: Social, outdoor, radio
Results: Grew targeted Facebook community from 0 to more than 11,500 in less than 6
months; over 1000 coupon downloads in first few weeks of Facebook campaign
**Technology sophistication challenges prohibited this from having a SoLoMo approach
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

14. Key Takeaways for SoLoMo
ü Think integration.
ü Having a solid content strategy is critical.
ü SoLoMo is more than check-in specials.
ü Approach to digital marketing should evolve every
6 months or less.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

15. Suggested Readings:
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

16. Casey Knox
Director, Social Media and Public Relations
AREA203 Digital
AREA203.com | AREA2oh3.com
@AREA203Digital
@CaseyMaeKnox
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012