Upload
we-are-social-singapore
View
24.551
Download
0
Embed Size (px)
DESCRIPTION
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.
Citation preview
SIMON KEMP • we are social • 26 APRIL 2012 �
SOLOMO�LOCATION-BASED MOBILE SOCIAL �
AND WHAT IT MEANS FOR MARKETERS�
we are social� 2 �
we are social�we are social�
SOLOMO?�
3 �
we are social�
EASILY ONE OF THE TOP 10 MOST�IRRITATING MARKETING BUZZWORDS�
4 �
we are social� 5 �
SOCIAL �
SOLOMO�
we are social�
SOLOMO HYPERBOLE IS EVERYWHERE �
6 �
“ “ SOLOMO IS�THE FUTURE OF
EVERYTHING �
we are social�
BUT IS SOLOMO HERE TO STAY,�OR IS IT JUST A LOT OF HOT AIR?�
7 �
we are social�we are social�
THE CONTEXT�
8 �
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
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%�
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%�
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�
we are social�
1 BILLION�LOCATION-BASED SERVICE �
USERS WORLDWIDE TODAY:�
SOURCE: TNS MOBILE LIFE, APRIL 2012 � 13�
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%�
we are social�
60%�OF PEOPLE WHO DON’T YET USE LBS�“ASPIRE TO USE IT IN THE FUTURE” �
SOURCE: TNS MOBILE LIFE � 15 �
we are social�
WHY IS SOLOMO�SO POPULAR?�
16 �
we are social�
SOLOMO = REAL LIFE x THE INTERNET x REAL-TIME �
17 �
we are social� 18�
GAMIFICATION�
GPS UTILITY �
SERENDIPITY �
REWARDS & �DISCOUNTS�
SOCIAL �CONNECTION�
TIME �OPTIMISATION�
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%�
we are social�
SO WHY ARE BRANDS�GETTING SO EXCITED?�
20 �
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
we are social�
BUT SOLOMO ISN’T JUST ABOUT DEALS�
22 �
we are social�
WHICH BRANDS�ARE MAKING BEST�USE OF SOLOMO?�
23 �
we are social� 24�
we are social� 25 �
we are social� 26 �
we are social�
( SOLOMO ISN’T JUST ABOUT PHONES ) �
27�
we are social�
BRINGS THE SOCIAL COMMUNITY TO THE CENTRE �
28 �
we are social�
HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCE �
29 �
we are social� 30 �
we are social� 31�
we are social�
SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTS�
32 �
we are social� 33 �
we are social�
( IT EVEN GOT OBAMA TALKING ) �
34 �
we are social�
HARNESSES SOLOMO-POWERED CSR INITIATIVES�TO DRIVE WIDESPREAD BRAND CONVERSATIONS�
35 �
we are social� 36 �
we are social� 37�
we are social� 38 �
VS
VALUE THROUGH FREQUENCY �
HUGE ONE-OFF DISCOUNTS�
we are social�
SUCCESSFULLY LEVERAGES SOLOMO�DEALS TO DRIVE STORE VISIT FREQUENCY �
39 �
we are social� 40 �
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 �
we are social� 42 �
11,000 PLAYERS IN STOCKHOLM �
AVERAGE ENGAGEMENT: 5 HOURS �
INCREASED MINI SALES IN SWEDEN�
we are social�
HARNESSES SOLOMO GAMING TO�DRIVE DEEPER BRAND ENGAGEMENT�
43 �
we are social� 44�
we are social� 45 �
we are social�
TOOK PEOPLE ON A TOUR OF THE BRAND’S FAVOURITE PLACES AROUND LONDON (AND GAVE AWAY SNEAKERS) �
46 �
we are social�
BROUGHT THE BRAND PERSONALITY TO LIFE �THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’�
47 �
we are social� 48 �
we are social�
CHECK IN TO A HOTEL VIA JIEPANG �AND EARN REAL-WORLD LOYALTY POINTS�
49 �
we are social�
USES SOLOMO TO DRIVE �LOYALTY AND ADVOCACY �
50 �
we are social� 51�
we are social� 52 �
we are social�
HARNESSES TIMELY LOCATION-�BASED DEALS TO INCREASE CART SIZE �
53 �
we are social�
WHAT CAN WE �LEARN FROM �
THESE BRANDS?�
54 �
we are social�
START WITH PEOPLE, NOT TECHNOLOGY �
55 �
>�
we are social�
SHARING MUST BE ABOUT AUDIENCE BENEFIT�
56 �
we are social�
ADD VALUE THROUGH UTILITY�
57�
we are social�
KEEP A SIMPLE FOCUS�
58 �
we are social�
BUILD RELATIONSHIPS, NOT SPECTACLE �
59 �
>�
we are social�
WHAT’S NEXT�FOR SOLOMO?�
60 �
we are social�
SOLOMO x NFC PAYMENT�
61 �
$
we are social�
AUTO ‘LIFE LOGGING’�
62 �
we are social�
DISTRIBUTED MASS-SOCIAL EXPERIENCES�
63 �
we are social�
HOW CAN BRANDS�GET STARTED IN�SOLOMO TODAY?�
64 �
we are social�
RIGHT PEOPLE �RIGHT ACTIVITIES�RIGHT PLACES�RIGHTS TIMES�
65 �
R4
we are social�
DEFINE YOUR AUDIENCE SELECTIVELY – �BIGGER DOESN’T ALWAYS MEAN BETTER �
66 �
we are social�
BUILD ACTIVITIES AROUND WHAT�THAT AUDIENCE WILL FIND VALUABLE �
67 �
we are social� 68 �
GAMIFICATION�
GPS UTILITY �
SERENDIPITY �
REWARDS & �DISCOUNTS�
SOCIAL �CONNECTION�
TIME �OPTIMISATION�
we are social�
IDENTIFY THE PLACES AND CONTEXTS�IN WHICH YOUR ACTIVITY HAS RELEVANCE �
69 �
we are social�
IDENTIFY WHICH TIMES THE ACTIVITY WILL �HAVE MOST IMPACT, AND FOR HOW LONG �
70 �
we are social�
MEASURE YOUR PROGRESS AGAINST�OBJECTIVES AND OPTIMISE AS YOU GO �
71 �
we are social�
SO,SOLOMO�OR NONONO?�
72 �
we are social�
SOLOMO IS DEFINITELY MORE �THAN JUST LOTS OF HOT AIR… �
73 �
we are social�
…BUT WE STILL HAVE PLENTY TO DO BEFORE �WE CAN DELIVER SOLOMO’S FULL POTENTIAL �
74 �
SIMON KEMP �MANAGING DIRECTOR, SINGAPORE �
@ESKIMON�DJESKI�
+65 9146 5356 �[email protected] �
HTTP://WEARESOCIAL.SG �