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SOLOMO
  LOCATION-BASED MOBILE SOCIAL
AND WHAT IT MEANS FOR MARKETERS
  SIMON KEMP • we   are social • 26 APRIL 2012
we are social   2
SOLOMO?

we are social             3
EASILY ONE OF THE TOP 10 MOST
                IRRITATING MARKETING BUZZWORDS

we are social                                     4
SOCIAL




                SOLOMO




we are social            5
“        SOLOMO IS
                  THE FUTURE OF
                   EVERYTHING
                                        “
                SOLOMO HYPERBOLE IS EVERYWHERE

we are social                                    6
BUT IS SOLOMO HERE TO STAY,
                OR IS IT JUST A LOT OF HOT AIR?

we are social                                     7
THE CONTEXT

we are social           8
“      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
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
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
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
LOCATION-BASED SERVICE
                USERS WORLDWIDE TODAY:


                1 BILLION
we are social                             SOURCE: TNS MOBILE LIFE, APRIL 2012   13
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
60%
                OF PEOPLE WHO DON’T YET USE LBS
                “ASPIRE TO USE IT IN THE FUTURE”



we are social                                      SOURCE: TNS MOBILE LIFE   15
WHY IS SOLOMO
                 SO POPULAR?

we are social                   16
SOLOMO = REAL LIFE x THE INTERNET x REAL-TIME

we are social                                      17
GAMIFICATION


                                                SOCIAL
                SERENDIPITY
                                              CONNECTION




                    TIME                      REWARDS &
                OPTIMISATION                  DISCOUNTS


                                GPS UTILITY



we are social                                              18
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
SO WHY ARE BRANDS
                GETTING SO EXCITED?

we are social                         20
“       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
BUT SOLOMO ISN’T JUST ABOUT DEALS

we are social                                   22
WHICH BRANDS
            ARE MAKING BEST
            USE OF SOLOMO?

we are social                 23
we are social   24
we are social   25
we are social   26
( SOLOMO ISN’T JUST ABOUT PHONES )

we are social                                    27
BRINGS THE SOCIAL COMMUNITY TO THE CENTRE

we are social                                      28
HARNESSES GPS UTILITY TO DELIVER A HUGELY
       AUGMENTED BRAND AND PRODUCT EXPERIENCE

we are social                                      29
we are social   30
we are social   31
SYNC YOUR AMEX CARD TO YOUR FOURSQUARE
     ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTS

we are social                                       32
we are social   33
( IT EVEN GOT OBAMA TALKING )

we are social                                   34
HARNESSES SOLOMO-POWERED CSR INITIATIVES
       TO DRIVE WIDESPREAD BRAND CONVERSATIONS

we are social                                     35
we are social   36
we are social   37
VS	
  

         VALUE THROUGH            HUGE ONE-OFF
           FREQUENCY               DISCOUNTS



we are social                                    38
SUCCESSFULLY LEVERAGES SOLOMO
           DEALS TO DRIVE STORE VISIT FREQUENCY

we are social                                     39
we are social   40
CATCH THE VIRTUAL MINI, AND IF YOU STILL HAVE
     IT AT THE END OF THE GAME, YOU WIN A REAL MINI

we are social                                         41
11,000 PLAYERS IN STOCKHOLM

                AVERAGE ENGAGEMENT: 5 HOURS

                INCREASED MINI SALES IN SWEDEN


we are social                                    42
HARNESSES SOLOMO GAMING TO
                DRIVE DEEPER BRAND ENGAGEMENT

we are social                                   43
we are social   44
we are social   45
TOOK PEOPLE ON A TOUR OF THE BRAND’S FAVOURITE
   PLACES AROUND LONDON (AND GAVE AWAY SNEAKERS)

we are social                                        46
BROUGHT THE BRAND PERSONALITY TO LIFE
     THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’

we are social                                    47
we are social   48
CHECK IN TO A HOTEL VIA JIEPANG
           AND EARN REAL-WORLD LOYALTY POINTS

we are social                                   49
USES SOLOMO TO DRIVE
                LOYALTY AND ADVOCACY

we are social                          50
we are social   51
we are social   52
HARNESSES TIMELY LOCATION-
                BASED DEALS TO INCREASE CART SIZE

we are social                                       53
WHAT CAN WE
                 LEARN FROM
                THESE BRANDS?

we are social                   54
>
        START WITH PEOPLE, NOT TECHNOLOGY

we are social                               55
SHARING MUST BE ABOUT AUDIENCE BENEFIT

we are social                                 56
ADD VALUE THROUGH UTILITY

we are social                               57
KEEP A SIMPLE FOCUS

we are social                         58
>
         BUILD RELATIONSHIPS, NOT SPECTACLE

we are social                                 59
WHAT’S NEXT
                FOR SOLOMO?

we are social                  60
$

                SOLOMO x NFC PAYMENT

we are social                          61
AUTO ‘LIFE LOGGING’

we are social                         62
DISTRIBUTED MASS-SOCIAL EXPERIENCES

we are social                                 63
HOW CAN BRANDS
            GET STARTED IN
           SOLOMO TODAY?

we are social                64
R
                4 RIGHT PEOPLE
                 	
  




                  RIGHT ACTIVITIES
                  RIGHT PLACES
                  RIGHTS TIMES

we are social                        65
DEFINE YOUR AUDIENCE SELECTIVELY –
        BIGGER DOESN’T ALWAYS MEAN BETTER

we are social                                66
BUILD ACTIVITIES AROUND WHAT
          THAT AUDIENCE WILL FIND VALUABLE

we are social                                67
GAMIFICATION


                                                SOCIAL
                SERENDIPITY
                                              CONNECTION




                    TIME                      REWARDS &
                OPTIMISATION                  DISCOUNTS


                                GPS UTILITY



we are social                                              68
IDENTIFY THE PLACES AND CONTEXTS
       IN WHICH YOUR ACTIVITY HAS RELEVANCE

we are social                                 69
IDENTIFY WHICH TIMES THE ACTIVITY WILL
       HAVE MOST IMPACT, AND FOR HOW LONG

we are social                                   70
MEASURE YOUR PROGRESS AGAINST
         OBJECTIVES AND OPTIMISE AS YOU GO

we are social                                71
SO,SOLOMO
                OR NONONO?

we are social                72
SOLOMO IS DEFINITELY MORE
                THAN JUST LOTS OF HOT AIR…

we are social                                73
…BUT WE STILL HAVE PLENTY TO DO BEFORE
         WE CAN DELIVER SOLOMO’S FULL POTENTIAL

we are social                                     74
SIMON KEMP
MANAGING DIRECTOR, SINGAPORE
                  @ESKIMON
                      DJESKI
               +65 9146 5356
 SIMON.KEMP@WEARESOCIAL.SG
       HTTP://WEARESOCIAL.SG

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The Importance of SoLoMo

  • 1. SOLOMO LOCATION-BASED MOBILE SOCIAL AND WHAT IT MEANS FOR MARKETERS SIMON KEMP • we are social • 26 APRIL 2012
  • 4. EASILY ONE OF THE TOP 10 MOST IRRITATING MARKETING BUZZWORDS we are social 4
  • 5. SOCIAL SOLOMO we are social 5
  • 6. SOLOMO IS THE FUTURE OF EVERYTHING “ SOLOMO HYPERBOLE IS EVERYWHERE we are social 6
  • 7. BUT IS SOLOMO HERE TO STAY, OR IS IT JUST A LOT OF HOT AIR? we are social 7
  • 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
  • 16. WHY IS SOLOMO SO POPULAR? we are social 16
  • 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
  • 22. BUT SOLOMO ISN’T JUST ABOUT DEALS we are social 22
  • 23. WHICH BRANDS ARE MAKING BEST USE OF SOLOMO? we are social 23
  • 27. ( SOLOMO ISN’T JUST ABOUT PHONES ) we are social 27
  • 28. BRINGS THE SOCIAL COMMUNITY TO THE CENTRE we are social 28
  • 29. HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCE we are social 29
  • 32. SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTS we are social 32
  • 34. ( IT EVEN GOT OBAMA TALKING ) we are social 34
  • 35. HARNESSES SOLOMO-POWERED CSR INITIATIVES TO DRIVE WIDESPREAD BRAND CONVERSATIONS we are social 35
  • 38. VS   VALUE THROUGH HUGE ONE-OFF FREQUENCY DISCOUNTS we are social 38
  • 39. SUCCESSFULLY LEVERAGES SOLOMO DEALS TO DRIVE STORE VISIT FREQUENCY we are social 39
  • 41. CATCH THE VIRTUAL MINI, AND IF YOU STILL HAVE IT AT THE END OF THE GAME, YOU WIN A REAL MINI we are social 41
  • 42. 11,000 PLAYERS IN STOCKHOLM AVERAGE ENGAGEMENT: 5 HOURS INCREASED MINI SALES IN SWEDEN we are social 42
  • 43. HARNESSES SOLOMO GAMING TO DRIVE DEEPER BRAND ENGAGEMENT we are social 43
  • 46. TOOK PEOPLE ON A TOUR OF THE BRAND’S FAVOURITE PLACES AROUND LONDON (AND GAVE AWAY SNEAKERS) we are social 46
  • 47. BROUGHT THE BRAND PERSONALITY TO LIFE THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’ we are social 47
  • 49. CHECK IN TO A HOTEL VIA JIEPANG AND EARN REAL-WORLD LOYALTY POINTS we are social 49
  • 50. USES SOLOMO TO DRIVE LOYALTY AND ADVOCACY we are social 50
  • 53. HARNESSES TIMELY LOCATION- BASED DEALS TO INCREASE CART SIZE we are social 53
  • 54. WHAT CAN WE LEARN FROM THESE BRANDS? we are social 54
  • 55. > START WITH PEOPLE, NOT TECHNOLOGY we are social 55
  • 56. SHARING MUST BE ABOUT AUDIENCE BENEFIT we are social 56
  • 57. ADD VALUE THROUGH UTILITY we are social 57
  • 58. KEEP A SIMPLE FOCUS we are social 58
  • 59. > BUILD RELATIONSHIPS, NOT SPECTACLE we are social 59
  • 60. WHAT’S NEXT FOR SOLOMO? we are social 60
  • 61. $ SOLOMO x NFC PAYMENT we are social 61
  • 62. AUTO ‘LIFE LOGGING’ we are social 62
  • 64. HOW CAN BRANDS GET STARTED IN SOLOMO TODAY? we are social 64
  • 65. R 4 RIGHT PEOPLE   RIGHT ACTIVITIES RIGHT PLACES RIGHTS TIMES we are social 65
  • 66. DEFINE YOUR AUDIENCE SELECTIVELY – BIGGER DOESN’T ALWAYS MEAN BETTER we are social 66
  • 67. BUILD ACTIVITIES AROUND WHAT THAT AUDIENCE WILL FIND VALUABLE we are social 67
  • 68. GAMIFICATION SOCIAL SERENDIPITY CONNECTION TIME REWARDS & OPTIMISATION DISCOUNTS GPS UTILITY we are social 68
  • 69. IDENTIFY THE PLACES AND CONTEXTS IN WHICH YOUR ACTIVITY HAS RELEVANCE we are social 69
  • 70. IDENTIFY WHICH TIMES THE ACTIVITY WILL HAVE MOST IMPACT, AND FOR HOW LONG we are social 70
  • 71. MEASURE YOUR PROGRESS AGAINST OBJECTIVES AND OPTIMISE AS YOU GO we are social 71
  • 72. SO,SOLOMO OR NONONO? we are social 72
  • 73. SOLOMO IS DEFINITELY MORE THAN JUST LOTS OF HOT AIR… we are social 73
  • 74. …BUT WE STILL HAVE PLENTY TO DO BEFORE WE CAN DELIVER SOLOMO’S FULL POTENTIAL we are social 74
  • 75. SIMON KEMP MANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG