The Importance of SoLoMo

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.

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

2. we are social!
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3. we are social!we are social!
SOLOMO?!
3!

4. we are social!
EASILY ONE OF THE TOP 10 MOST!
IRRITATING MARKETING BUZZWORDS!
4!

5. we are social!
5!
SOCIAL!
SOLOMO!

6. we are social!
SOLOMO HYPERBOLE IS EVEYWHERE!
6!
“
“
SOLOMO IS!
THE FUTURE OF
EVERYTHING!

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

8. we are social!we are social!
THE CONTEXT!
8!

9. we are social!
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.
9!
“
“
FastCompany

10. we are social!
SOCIAL MEDIA PENETRATION!
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)!
JAN!
2012!
10!
50%!
25%!
4%!
18%!
36%!
47%!
20%!
36%!

11. we are social!
MOBILE PENETRATION!
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)!
JAN!
2012!
11!
100%!
100%!
60%!
100%!
100%!
100%!
77%!
86%!

12. we are social!
488,000,000!
( WELL OVER HALF OF ALL FACEBOOK’S USERS )!
PEOPLE ACCESSING FACEBOOK THROUGH MOBILE:!
SOURCE: FACEBOOK , 23 APRIL 2012!12!

13. we are social!
1 BILLION!
LOCATION-BASED SERVICE!
USERS WORLDWIDE TODAY:!
SOURCE: TNS MOBILE LIFE, APRIL 2012!13!

14. we are social!
LBS USE BY SMARTPHONE USERS!
SOURCE: TNS MOBILE LIFE, APRIL 2012!14!
APR!
2012!
63%!
35%!
4%!
5%!
10%!
5%!
15%!
61%!
32%!
54%!
37%!
5%!

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

16. we are social!
WHY IS SOLOMO!
SO POPULAR?!
16!

17. we are social!
SOLOMO = REAL LIFE x THE INTERNET x REAL-TIME!
17!

18. we are social!
18!
GAMIFICATION!
GPS UTILITY!
SERENDIPITY!
REWARDS &!
DISCOUNTS!
SOCIAL!
CONNECTION!
TIME!
OPTIMISATION!

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

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

21. we are social!
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.
21!
“
“
James Fergusson, TNS

22. we are social!
BUT SOLOMO ISN’T JUST ABOUT DEALS!
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23. we are social!
WHICH BRANDS!
ARE MAKING BEST!
USE OF SOLOMO?!
23!

24. we are social!
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25. we are social!
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26. we are social!
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27. we are social!
( SOLOMO ISN’T JUST ABOUT PHONES )!
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28. we are social!
BRINGS THE SOCIAL COMMUNITY TO THE CENTRE!
28!

29. we are social!
HARNESSES GPS UTILITY TO DELIVER A HUGELY
AUGMENTED BRAND AND PRODUCT EXPERIENCE!
29!

30. we are social!
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31. we are social!
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32. we are social!
SYNC YOUR AMEX CARD TO YOUR FOURSQUARE
ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTS!
32!

33. we are social!
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34. we are social!
( IT EVEN GOT OBAMA TALKING )!
34!

35. we are social!
HARNESSES SOLOMO-POWERED CSR INITIATIVES!
TO DRIVE WIDESPREAD BRAND CONVERSATIONS!
35!

36. we are social!
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37. we are social!
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38!
VS!
VALUE THROUGH
FREQUENCY!
HUGE ONE-OFF
DISCOUNTS!

39. we are social!
SUCCESSFULLY LEVERAGES SOLOMO!
DEALS TO DRIVE STORE VISIT FREQUENCY!
39!

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

42. we are social!
42!
11,000 PLAYERS IN STOCKHOLM!
AVERAGE ENGAGEMENT: 5 HOURS !
INCREASED MINI SALES IN SWEDEN!

43. we are social!
HARNESSES SOLOMO GAMING TO!
DRIVE DEEPER BRAND ENGAGEMENT!
43!

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

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

48. we are social!
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49. we are social!
CHECK IN TO A HOTEL VIA JIEPANG!
AND EARN REAL-WORLD LOYALTY POINTS!
49!

50. we are social!
USES SOLOMO TO DRIVE!
LOYALTY AND ADVOCACY!
50!

51. we are social!
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52. we are social!
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53. we are social!
HARNESSES TIMELY LOCATION-!
BASED DEALS TO INCREASE CART SIZE!
53!

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

55. we are social!
START WITH PEOPLE, NOT TECHNOLOGY!
55!
>!

56. we are social!
SHARING MUST BE ABOUT AUDIENCE BENEFIT!
56!

57. we are social!
ADD VALUE THROUGH UTILITY!
57!

58. we are social!
KEEP A SIMPLE FOCUS!
58!

59. we are social!
BUILD RELATIONSHIPS, NOT SPECTACLE!
59!
>!

60. we are social!
WHAT’S NEXT!
FOR SOLOMO?!
60!

61. we are social!
SOLOMO x NFC PAYMENT!
61!
$

62. we are social!
AUTO ‘LIFE LOGGING’!
62!

63. we are social!
DISTRIBUTED MASS-SOCIAL EXPERIENCES!
63!

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

65. we are social!
RIGHT PEOPLE!
RIGHT ACTIVITIES!
RIGHT PLACES!
RIGHTS TIMES!
65!
R
4!

66. we are social!
DEFINE YOUR AUDIENCE SELECTIVELY – !
BIGGER DOESN’T ALWAYS MEAN BETTER!
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67. we are social!
BUILD ACTIVITIES AROUND WHAT!
THAT AUDIENCE WILL FIND VALUABLE!
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68. we are social!
68!
GAMIFICATION!
GPS UTILITY!
SERENDIPITY!
REWARDS &!
DISCOUNTS!
SOCIAL!
CONNECTION!
TIME!
OPTIMISATION!

69. we are social!
IDENTIFY THE PLACES AND CONTEXTS!
IN WHICH YOUR ACTIVITY HAS RELEVANCE !
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70. we are social!
IDENTIFY WHICH TIMES THE ACTIVITY WILL!
HAVE MOST IMPACT, AND FOR HOW LONG!
70!

71. we are social!
MEASURE YOUR PROGRESS AGAINST!
OBJECTIVES AND OPTIMISE AS YOU GO!
71!

72. we are social!
SO,SOLOMO!
OR NONONO?!
72!

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

74. we are social!
…BUT WE STILL HAVE PLENTY TO DO BEFORE!
WE CAN DELIVER SOLOMO’S FULL POTENTIAL!
74!

75. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.!
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,!
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.!
WE’RE ALREADY HELPING MANY OF THE WORLD’S!
TOP BRANDS, INCLUDING ADIDAS, UNILEVER, !
DIAGEO, NESTLÉ, HEINZ, AND LVMH. !
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU!
TOO, CALL US ON [phone], OR EMAIL!
US AT [email protected].!
FIND OUT MORE AT HTTP://WEARESOCIAL.SG/!

76. SIMON KEMP!
MANAGING DIRECTOR, SINGAPORE !
@ESKIMON!
DJESKI!
[phone]!
[email protected]!
HTTP://WEARESOCIAL.SG!