The Importance of SoLoMo
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What is SoLoMo, and why is it important for marketers? We explore the reasons why location-based mobile social is gaining momentum all over the world, and share 7 case studies of best-in-class SoLoMo marketing.
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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
- 2. we are social 2
- 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
- 8. THE CONTEXT we are social 8
- 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
- 24. we are social 24
- 25. we are social 25
- 26. we are social 26
- 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
- 30. we are social 30
- 31. we are social 31
- 32. SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTS we are social 32
- 33. we are social 33
- 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
- 36. we are social 36
- 37. we are social 37
- 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
- 40. we are social 40
- 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
- 44. we are social 44
- 45. we are social 45
- 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
- 48. we are social 48
- 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
- 51. we are social 51
- 52. we are social 52
- 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
- 63. DISTRIBUTED MASS-SOCIAL EXPERIENCES we are social 63
- 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