This slideshare contains the presentations that have been done during the first conference of the SoLoMo University organised by Mobilosoft on the 23th of November 2011. The topics were: - An Introduction to SoLoMo Marketing by Georges-Alexandre Hanin - CEO Mobilosoft - How to generate traffic on a mobile website thanks to the medias by Frédéric Martins - Sales Manager & Head of Digital at Rossel - Google Mobile Ads, Be local – Drive perfomances by Gaetan Godart - Account Manager blue2purple - What can we learn from Mobile users? By Olivier Delangre Co-founder Amoobi

1. Welcome to the SoLoMo
University
09:30 – 10:00: « An introduction to SoLoMo (Social, Local & Mobile)
Marketing: what is key to successfully attract ready-to-buy shoppers within
your stores. » by Georges-Alexandre Hanin (CEO at Mobilosoft)
10:00 – 10:30: « How to use information medias to create traffic on mobile
websites. » by Frédéric Martins (Marketing & Business Development
Manager at Rossel)
10:30 – 11:00: Coffee break.
11:00 – 11:30: « Adwords, the future battle field of local and mobile web
marketing. » by Gaetan Godart (Account Manager at blue2purple)
11:30 – 12:00: « In-store geolocation to measure shop performance. » by
Olivier Delangre (CEO Amoobi)
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2. An Introduction to SoLoMo
Marketing
By Georges-Alexandre Hanin
Mobilosoft
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3. Who …. ?
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4. Who …. ?
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5. Who …. ?
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6. Why… ?
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7. So Lo Mo
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8. Agenda
• The SoLoMo Customer
• A 2-levels challenge
• Everywhere
• Data consistency
• Case
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9. Shopper that uses mobile
and Social Networks while
shopping
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10. Social
Local
Mobile
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11. “Social Shopping”
Today, more than 60%
of young adults (15y-25y)
share information
while shopping !
90% on
FB!
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12. “Local shopping”
81% of smartphone
users search for local
information while
doing shopping!
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13. “Mobile Shopping”
85% of smartphone
owners use it as a
shopping companion!
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14. A SoLoMo consumer is then:
• Ultra-connected
• Media consumer
• Mobile user
• Explorer
• Amplifier
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15. Agenda
• The SoLoMo Customer
• A 2-levels challenge
• Everywhere
• Data consistency
• Case
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16. What is your objective ?
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17. You must to this twice…
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18. Brand intimacy
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19. Traffic generation
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20. Traffic generation
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21. Transaction …
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22. It is the way to the hole !
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23. Agenda
• The SoLoMo Customer
• A 2-levels challenge
• Everywhere
• Data consistency
• Case
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24. Devices
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25. Own media
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26. Social media
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27. Local directories
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28. Streets, kiosks, shops,…
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29. Agenda
• The SoLoMo Customer
• A 2-levels challenge
• Everywhere
• Data consistency
• Case
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30. Problem
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31. Powered by

32. Agenda
• The SoLoMo Customer
• A 2-levels challenge
• Everywhere
• Data consistency
• Case
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33. Open a new shop…
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36. 24%
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37. Our business evolved
Centralise the data
management
Automatically share
across all media
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38. Leader in Belgium
Mobilosoft on the
Belgian Market
• Started 15/09/11
with Mobile sites
• Profitable in 2011
• 40% market
shares
5.000POS
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39. Other Resources
• Scoop-it:
– SoLoMo in french: http://www.scoop.it/t/strategies-marketing-
mobiles-gagnantes-dans-le-retail
– SoLoMo in English: http://www.scoop.it/t/mobile-marketing-in-
retail
• Slideshare:
– http://www.slideshare.net/mobilosoft/
• Our Blog:
– http://www.mobilosoft.com/blog
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41. How to generate traffic on a mobile
website thanks to the medias
F. Martins
23/11/2012
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42. Generate traffic to mobile
websites
You know  You need  You download
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43. Agenda
1. Mobile websites
2. Medias
3. Ad formats
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44. Mobile experience – Le Soir
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45. Mobile experience – Le Soir
2012
Spring 2011 Windows phone –
News digital offers – Windows 8 –
Digital edition on all devices – New website
Redirection mobile website (device)
June 2010 Coming s0on : 17h edition
iPad Appli new iPad Appli
January 2010
Spring 2008 April 2011
Appli iPhone
m.lesoir.be Blackberry Appli
1er mobile website
May 2010
July 2010
June 2008 Androïd Appli
1e newspaper
iPhone.lesoir.be
sold on iPad, iPhone,
1er optimized website
Androïd
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46. Mobile experience – Today
Website : 2.200.000 U.V. /month
Mobile website : 91.000 U.V. / month
app lesoir
androïd app lesoir
4% iPad
Mobile UV (all)
13%
app lesoir
iPhone
lesoir mobile
27%
m.lesoir
56%
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Source : Google CIM Metriweb Analytics , september 2012

47. We need a media - reach
Mobile audience = selective audience
- 81% are men
- 42 average age
- 52% are 35-54
- 31% are executives
- 57% are PRP
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Source : Rossel Study 2012

48. How to generate traffic on a mobile
website?
1. WE NEED A MOBILE WEBSITE
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49. We need a mobile website
- small & multiple sizes screens
- slow connection
- url typing
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50. We need a mobile website
- small & multiple sizes screens Mobilosoft
- slow connection Responsive (html5)
- url typing M. & mobile URL
Redirection
(TeraWURFL)
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51. How to generate traffic on a mobile
website?
2. WE NEED A MEDIA TO ADVERTISE
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52. We need a media
- No reach
- It’s complicated
- It’s expensive
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53. We need a media - reach
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54. We need a media - reach
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55. We need a media - reach
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56. We need a media - reach
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Source : Adtech impressions

57. We need a media - complicated
Browser Mobile
OS Website
(Operating System)
User’s device
(Software)
Mobile
Data Content
Connexion
(Hardware)
Or WiFi Or Wifi
Manufacturer
App. stores
Application
(Company)
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58. We need a media - expensive
CPM website news : 25€
CPM mobile website : 25€
1 week on m.lesoir.be : 12.500 €
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59. How to generate traffic on a mobile
website?
3. WE NEED AN AD FORMAT
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60. We need an ad format
Problems :
- small size screens
- multi sizes screens
- different OS
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61. We need an ad format
Solutions :
- call to action
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62. We need an ad format
Solutions :
- call to action
- multi sizes formats (optimized)
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63. We need an ad format
Solutions :
- call to action
- multi sizes formats (optimized)
- ad server mobile
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64. We need an ad format
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65. We need an ad format
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66. We need an ad format
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67. We need an ad format
Results
Campaign 1
- 2 weeks Campaign 3
- 500 000 delivered imp. - 2 weeks
- 4 000 clicks - 167 000 delivered imp.
- CTR = 0.87% - 1 700 clicks
- iPhone Le Soir + Cinenews - CTR = 1.01%
- Le Soir App Iphone
Campaign 2
- 2 weeks
- 300 000 delivered imp.
- 3 800 clicks
- CTR = 1.17%
- Le Soir App Android, Iphone, Mobile site
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68. How to generate traffic on a mobile
website?
CONCLUSION
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69. Conclusion
- You know  choose a media/support  adapt your
ad format
- You need  make your mobile content an experience
valuable for the consumers
- You download  make your content easily accessible
on m/mobile (redirection)
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70. How to generate traffic on a mobile
website?
Q&A?
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71. How to generate traffic on a mobile
website?
THANK YOU
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72. Be local – Drive perfomances
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73. Who am I ?
Amazing !
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74. Who am I ?
34%
Local info research 1x a week
36%
Google Search
72%
Don’t leave home without
their smartphone 550
Movember Member
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75. Multi-tasking
90%
@home  cross media
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76. Multi-tasking
Driving
X%
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77. On the Go
Driving walking STIB /MIVB
X% X% X%
70%
On the go
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78. This is my Daily Go
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79. I need a barber NOW !
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80. Where is my opportunity?
Click to website
PLACE TO BE
Click to call Click to map
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81. 2 networks
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82. Display Advertising
In app On site
Text or Display Text or Display
Rich media Video ads
Rich media ads
Youtube specific formats
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83. Let’s focus on Search
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84. Local Search matters
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85. Define your goals
Improve your customer experience
Drive Trafic Generate visibility
Generate offline Sales Improve contact experience
Promote your App
Generate online Sales
Show your stores
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86. Build a strategy
Click to map Click to download Click to call Click to website
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87. Click to map
What is it?
Location extensions can help grow your business by bringing more
customers through your doors. They feature your business phone
number, clickable directions to your business and can also show how far
the person is from your store.
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88. Click to map
What is it?
Location extensions can help grow your business by bringing more
customers through your doors. They feature your business phone
number, clickable directions to your business and can also show how far
the person is from your store.
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89. Click to map
What is it?
Location extensions can help grow your business by bringing more
customers through your doors. They feature your business phone
number, clickable directions to your business and can also show how far
the person is from your store.
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90. Google Address
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91. Learning
how your customers search you locally
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92. Learning
how your customers search you locally
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93. Choose the right targeting
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94. Choose the right targeting
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95. Be creative !
Airport targeting
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96. Click to download
What is it?
Promote your mobile apps in Google search results and on sites These ads link
directly to your Google Play Store or iTunes App Store page
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97. Build a strategy
What is it?
Promote your mobile apps in Google search results and on sites These ads link
directly to your Google Play Store or iTunes App Store page
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98. Build a strategy
What is it?
Promote your mobile apps in Google search results and on sites These ads link
directly to your Google Play Store or iTunes App Store page
Track your download!
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99. Click to call
What is it?
With Click-to-call you can include a click-to-call phone number in your mobile
ad so users can call your business direct. Your phone number appears as an
extra line in the ad.
8%
higher CTR
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100. Hold the line please…
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101. Schedule your broadcasting
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102. Click to website
Connect more customers with what they want by using
Sitelinks to help people get straight to a specific page on
your mobile site.
% of mobile querries
in 2013
More users using the internet via mobile
devices than via desktops
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103. Do I Need a mobile website?
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104. CASE 1
Generate Traffic thanks to mobile
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105. CASE 1: Traffic JUNE 2012
Objective: Generating a maximum of traffic with a determined flat monthly
budget
Launch of the campaigns in June  desktop website only
Trafic: 2500 CPC: 0,70€ Cost: 1750€
Trafic: 8000 CPC: 0,50€ Cost: 4000€
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106. CASE 1: Traffic SEPTEMBER 2012
Launch of the mobile website in september
Objective: more and more traffic !
JUNE 12: Trafic: 2500 CPC: 0,70€ Cost: 1750€
SEPT 12: Trafic: 3500 CPC: 0,80€ Cost: 2800€
JUNE 12: Trafic: 8000 CPC: 0,50€ Cost: 4000€
SEPT 12: Trafic: 17500 CPC: 0,25€ Cost: 4375€
SEPT 12: Trafic: 7000 CPC: 0,08€ Cost: 560€
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107. Conclusion case 1
- Very low CPC
- Very low competition
- Huge inventory
- Adwords full integration
- Multiple ads formats
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108. CASE 2
Generate Subscriptions thanks to mobile
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109. CASE 2: Cost July 2012
Objective: Subscription
Launch of the campaigns in July New Mobile Website
Client’s Sector: Dating (Google policy: all public)
CPC: 0,16€ CPA: 1,52€ Conv Rate: 10%
CPC: 0,26€ CPA: 2,33€ Conv Rate: 11%
CPC: 0,09€ CPA: 1,31€ Conv Rate: 7%
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110. CASE 2: SEPTEMBER 2012
Objective: more Subscriptions!
JULY 12: CPC: 0,16€ CPA: 1,52€ Conv Rate: 10%
SEPT 12: CPC: 0,18€ CPA: 1,91€ Conv Rate: 10%
JJULY 12: CPC: 0,26€ CPA: 2,33€ Conv Rate: 11%
SEPT 12: CPC: 0,20€ CPA: 1,49€ Conv Rate: 14%
JULY 12: CPC: 0,09€ CPA: 1,31€ Conv Rate: 7%
SEPT 12: CPC: 0,05€ CPA: 1,22€ Conv Rate: 4%
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111. Case 2: Conclusion
- Very low CPC
- Very low competition
- Lower CPA
- Slightly lower Conversion Rate
- Multiple ads formats
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112. Conclusion
① Mobile internet use is booming – be there or someone else will take the spot
② Mobile Advertising offers you a lot – define your goals and be strategic
③ If you do not feel ready – start slowly but be there anyway !
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113. What can we learn from Mobile
users?
Olivier Delangre
Amoobi
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114. The “connected” mobile user
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115. WHAT ABOUT WEBSITES?
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116. Qualitative vs quantitative
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117. Your mobile is the “cookie”
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118. Shopper funnel
60% 44% 25%
Entrance Department A Product Y Purchase
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120. A FEW EXAMPLES
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121. Powered by

122. New remodeling
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123. “Typical” paths
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124. Segmentation of shoppers
Unique and short visit
Stock up all
Frequent visitor, short
mission
Quick trip
Frequent visitor, stock up food Powered by

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126. Exposure vs sales
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127. Conversion rate
Promotion
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128. WHERE DOES IT FIT IN MOBILE
STRATEGY? ONE EXAMPLE
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129. Showrooming
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130. Showrooming
Sales
Clients
Visitors
Conversion rate
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131. HOW IT WORKS
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132. Our uniqueness is in the ability to position a large sample of visitors without any
interaction with them thanks to their mobile phone
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134. Enhanced analytical tool directly
available
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135. THANK YOU!
Olivier Delangre
olivier.delangre@amoobi.com
+32 477 811 752
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