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SOLOMO LOCATION-BASED MOBILE SOCIALAND WHAT IT MEANS FOR MARKETERS SIMON KEMP • we are social • 26 APRIL 2012

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SOLOMO?we are social 3

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EASILY ONE OF THE TOP 10 MOST IRRITATING MARKETING BUZZWORDSwe are social 4

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SOCIAL SOLOMOwe are social 5

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“ SOLOMO IS THE FUTURE OF EVERYTHING “ SOLOMO HYPERBOLE IS EVERYWHEREwe are social 6

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BUT IS SOLOMO HERE TO STAY, OR IS IT JUST A LOT OF HOT AIR?we are social 7

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THE CONTEXTwe are social 8

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“ 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. “ FastCompanywe are social 9

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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

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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

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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

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LOCATION-BASED SERVICE USERS WORLDWIDE TODAY: 1 BILLIONwe are social SOURCE: TNS MOBILE LIFE, APRIL 2012 13

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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

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60% OF PEOPLE WHO DON’T YET USE LBS “ASPIRE TO USE IT IN THE FUTURE”we are social SOURCE: TNS MOBILE LIFE 15

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WHY IS SOLOMO SO POPULAR?we are social 16

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SOLOMO = REAL LIFE x THE INTERNET x REAL-TIMEwe are social 17

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GAMIFICATION SOCIAL SERENDIPITY CONNECTION TIME REWARDS & OPTIMISATION DISCOUNTS GPS UTILITYwe are social 18

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46% 26% 22% 19% 13% NAVIGATION FINDING FINDING CHECKING PUBLIC LOCATING DEALS AND DIRECTION RESTAURANTS FRIENDS TRANSPORT AND DISCOUNTSwe are social SOURCE: TNS MOBILE LIFE, APRIL 2012 19

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SO WHY ARE BRANDS GETTING SO EXCITED?we are social 20

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“ 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, TNSwe are social 21

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BUT SOLOMO ISN’T JUST ABOUT DEALSwe are social 22

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WHICH BRANDS ARE MAKING BEST USE OF SOLOMO?we are social 23

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( SOLOMO ISN’T JUST ABOUT PHONES )we are social 27

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BRINGS THE SOCIAL COMMUNITY TO THE CENTREwe are social 28

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HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCEwe are social 29

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SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTSwe are social 32

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( IT EVEN GOT OBAMA TALKING )we are social 34

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HARNESSES SOLOMO-POWERED CSR INITIATIVES TO DRIVE WIDESPREAD BRAND CONVERSATIONSwe are social 35

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VS VALUE THROUGH HUGE ONE-OFF FREQUENCY DISCOUNTSwe are social 38

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SUCCESSFULLY LEVERAGES SOLOMO DEALS TO DRIVE STORE VISIT FREQUENCYwe are social 39

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CATCH THE VIRTUAL MINI, AND IF YOU STILL HAVE IT AT THE END OF THE GAME, YOU WIN A REAL MINIwe are social 41

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11,000 PLAYERS IN STOCKHOLM AVERAGE ENGAGEMENT: 5 HOURS INCREASED MINI SALES IN SWEDENwe are social 42

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HARNESSES SOLOMO GAMING TO DRIVE DEEPER BRAND ENGAGEMENTwe are social 43

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TOOK PEOPLE ON A TOUR OF THE BRAND’S FAVOURITE PLACES AROUND LONDON (AND GAVE AWAY SNEAKERS)we are social 46

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BROUGHT THE BRAND PERSONALITY TO LIFE THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’we are social 47

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CHECK IN TO A HOTEL VIA JIEPANG AND EARN REAL-WORLD LOYALTY POINTSwe are social 49

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USES SOLOMO TO DRIVE LOYALTY AND ADVOCACYwe are social 50

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HARNESSES TIMELY LOCATION- BASED DEALS TO INCREASE CART SIZEwe are social 53

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WHAT CAN WE LEARN FROM THESE BRANDS?we are social 54

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> START WITH PEOPLE, NOT TECHNOLOGYwe are social 55

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SHARING MUST BE ABOUT AUDIENCE BENEFITwe are social 56

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ADD VALUE THROUGH UTILITYwe are social 57

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KEEP A SIMPLE FOCUSwe are social 58

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> BUILD RELATIONSHIPS, NOT SPECTACLEwe are social 59

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WHAT’S NEXT FOR SOLOMO?we are social 60

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$ SOLOMO x NFC PAYMENTwe are social 61

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AUTO ‘LIFE LOGGING’we are social 62

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DISTRIBUTED MASS-SOCIAL EXPERIENCESwe are social 63

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HOW CAN BRANDS GET STARTED IN SOLOMO TODAY?we are social 64

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R 4 RIGHT PEOPLE RIGHT ACTIVITIES RIGHT PLACES RIGHTS TIMESwe are social 65

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DEFINE YOUR AUDIENCE SELECTIVELY – BIGGER DOESN’T ALWAYS MEAN BETTERwe are social 66

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BUILD ACTIVITIES AROUND WHAT THAT AUDIENCE WILL FIND VALUABLEwe are social 67

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GAMIFICATION SOCIAL SERENDIPITY CONNECTION TIME REWARDS & OPTIMISATION DISCOUNTS GPS UTILITYwe are social 68

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IDENTIFY THE PLACES AND CONTEXTS IN WHICH YOUR ACTIVITY HAS RELEVANCEwe are social 69

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IDENTIFY WHICH TIMES THE ACTIVITY WILL HAVE MOST IMPACT, AND FOR HOW LONGwe are social 70

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MEASURE YOUR PROGRESS AGAINST OBJECTIVES AND OPTIMISE AS YOU GOwe are social 71

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SO,SOLOMO OR NONONO?we are social 72

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SOLOMO IS DEFINITELY MORE THAN JUST LOTS OF HOT AIR…we are social 73

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…BUT WE STILL HAVE PLENTY TO DO BEFORE WE CAN DELIVER SOLOMO’S FULL POTENTIALwe are social 74

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SIMON KEMPMANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG