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This is the second edition of We Are Social's guide to using SoLoMo to drive brand engagement on the go. It features case studies from around the world, statistics to back up the SoLoMo business case, predictions for the future of SoLoMo, as well as a guide to getting started in SoLoMo today. For more info, please email us at [email protected], or contact us on twitter: http://twitter.com/wearesocialsg
Citation preview
SIMON KEMP • we are social • JANUARY 2013 �
SOLOMOJO �LOCATION-BASED MOBILE SOCIAL �AND THE FUTURE OF MARKETING �
SIMON KEMP �@ESKIMON�
3 �
4 �
MILAN�
MUNICH �PARIS�
LONDON�
SÃO PAULO�
SINGAPORE �
NEW YORK�
SYDNEY�
5 �
</SALES PITCH> �
6 �
SOLOMO?�
7 �
EASILY ONE OF THE TOP 10 MOST�IRRITATING MARKETING BUZZWORDS�
8 �
9 �
SOCIAL �
SOLOMO�
WHEN IT COMES TO SOLOMO, �HYPERBOLE IS EVERYWHERE �
10 �
“ “ SOLOMO IS�THE FUTURE OF
EVERYTHING �
BUT SOLOMO ISN’T A�MAGICAL ‘SILVER BULLET’�
11 �
…IT’S JUST ONE MORE – ALBEIT VERY POWERFUL – ADDITION TO THE MARKETING TOOLKIT�
SAW ICON C/O JOHN BRÜGGEMANN, THE NOUN PROJECT� 12�
BUT IS SOLOMO JUST A LOT OF�HOT AIR, 0R IS IT HERE TO STAY?�
13�
THE CONTEXT�
14�
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.
15 �
“ “ Howard Linzon, Dec 2011
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8678635473465987340598234786765547643893892090923409823498234984908034998324090294 �
SOME NUMBERS�
16 �16 �
SOLOMO �
17 �
1,720,000,000 �SOCIAL MEDIA USERS WORLDWIDE TODAY:�
SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, JAN 2013). COMMUNITY ICON C/O THE NOUN PROJECT� 18�
NUMBERS REPRESENT MONTHLY ACTIVE USER ACCOUNTS. SOURCES: LATEST SITE-REPORTED ACTIVE USER FIGURES, AS AT JAN 2013 �
TOP SOCIAL NETWORKS BY ACTIVE USERS�JAN�2013 �
19 �
FACEBOOK�
SINA WEIBO�
TENCENT WEIBO�
QZONE �
984 M �
287 M �
277 M �
598 M �
259 M �PENGYOU�
51%�OF ALL THE WORLD’S�SOCIAL MEDIA USERS�
ASIA IS HOME TO�
20 �SOURCES: BASED ON SITE-REPORTED USER FIGURES FOR THE LARGEST SOCIAL NETWORK IN EACH COUNTRY (LATEST AVAILABLE DATA, JAN 2013). COMMUNITY ICON C/O THE NOUN PROJECT�
29%�
45%�
54%�
25%�5%�
41%�
9%�
23%�
56%�
53%�
56%�
7%�
2%�
4%�
18%�
34%�
THAILAND:�FACEBOOK�
MALAYSIA:�FACEBOOK�
INDONESIA:�FACEBOOK�
SINGAPORE:�FACEBOOK�
PHILIPPINES:�FACEBOOK�
JAPAN:�TWITTER �
SOUTH KOREA:�CYWORLD �
TAIWAN:�FACEBOOK�
30M �
14M �
2.9M �
18M �63M �
INDIA:�FACEBOOK�
CHINA:�QZONE � 598M �
11M �
35M �
13M�
26M �
4.0M �HONG KONG:�
FACEBOOK�
1.5M �
SRI LANKA:�FACEBOOK�
3.4M �
BANGLADESH:�FACEBOOK�8M �
PAKISTAN:�FACEBOOK�
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE LARGEST SOCIAL NETWORK�
IN EACH COUNTRY AS AT JAN 2013. ACTIVE USER NUMBERS MAY BE LOWER FOR NON-FACEBOOK DATA. DATA SOURCES: FACEBOOK (JAN 2013), TENCENT (AUG 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012) �
SOCIAL NETWORK USERS�JAN�2013 �
52M �
FACEBOOK�OTHER PLATFORM �
21�
0.1M �
MALDIVES:�FACEBOOK�
VIETNAM:�FACEBOOK�
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE LARGEST SOCIAL NETWORK�
IN EACH COUNTRY AS AT JAN 2013. ACTIVE USER NUMBERS MAY BE LOWER FOR NON-FACEBOOK DATA. DATA SOURCES: FACEBOOK (JAN 2013), TENCENT (AUG 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012) �
SOCIAL NETWORK PENETRATION IN ASIA�JAN�2013 �
22 �
GLOBAL �AVERAGE �
62%�
57%� 56%� 55%�53%�
47%�44%�
36%� 35%�
29%�27%� 27%�
23%�21%�
16% �
12%� 11% �
7%� 7%�5%� 5%� 4%� 4%�
2%�
BRUN
EI�
TAIW
AN�
HONG
KONG�
SINGA
PORE�
S KOR
EA�
MALA
YSIA�
CHIN
A�
MACA
O�
MALD
IVES�
PHILI
PPIN
ES�
JAPA
N�
THAIL
AND�
ASIA�
INDO
NESIA�
MONG
OLIA�
VIETN
AM�
BHUT
AN�
NEPA
L�
SRI L
ANKA�
CAMB
ODIA�
INDI
A�
LAOS�
PAKIS
TAN�
BANG
LADE
SH�
MYAN
MAR�
N/A�
604,000,000 �FACEBOOK MOBILE USERS WORLDWIDE:�
SOURCE: FACEBOOK, JAN 2013 � 23 �
SOLOMO �
24�
1 BILLION�LOCATION-BASED SERVICE �
USERS WORLDWIDE TODAY:�
SOURCE: TNS MOBILE LIFE, APRIL 2012 � 25 �
27%�
49%�
22%�
58%�32%�
50%�
52%�
14%�
43%�
26%�
26%�
26%�
71% �
THAILAND �
MALAYSIA�
INDONESIA�
SINGAPORE �
PHILIPPINES�
JAPAN�SOUTH �KOREA�
TAIWAN�
INDIA�
CHINA�
HONG KONG �
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE �
LARGEST SOCIAL NETWORK IN EACH COUNTRY AS AT SEP 2012. DATA SOURCES: FACEBOOK (SEP 2012), TENCENT (APR 2012), SEMIOCAST (AUG 2012), CYWORLD (SEP 2012), ZING.ME (JAN 2012) �
PHONE USERS’ WILLINGNESS TO USE LBS �SEP �2012 �
26 �
VIETNAM �
PAKISTAN�
62%�OF PEOPLE WHO DON’T YET USE LBS�“ASPIRE TO USE IT IN THE FUTURE” �
SOURCE: TNS MOBILE LIFE (SEP 2012) � 27�
SOLOMO �
28 �
6,300,000,000 �MOBILE SUBSCRIBERS AROUND THE WORLD:�
SOURCE: ERICSSON TRAFFIC AND MARKET REPORT, INTERIM UPDATE (AUG 2012) � 29 �
GLOBALLY, MORE PEOPLE �OWN A MOBILE PHONE �
THAN OWN A TOOTHBRUSH �
SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA� 30 �
( )
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY �
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012) �
MOBILE PENETRATION�OCT�2012 �
31�
GLOBAL �AVERAGE �
234%�
214%�
147%�140%� 139%�
130%�124%�
118% � 117% �110% � 109%� 106%�
100%�94%� 93%� 88%� 83%� 82%� 78%� 78%�
70%�63%� 62%�
45%�
5%�
MACA
O�
HONG
KONG�
SINGA
PORE�
MALD
IVES�
VIETN
AM�
BRUN
EI�
TAIW
AN�
MALA
YSIA�
THAIL
AND�
S KOR
EA�
INDO
NESIA�
JAPA
N�
CAMB
ODIA�
PHILI
PPIN
ES�
MONG
OLIA�
SRI L
ANKA�
LAOS�
ASIA�
CHIN
A�
INDI
A�
BHUT
AN�
BANG
LADE
SH�
PAKIS
TAN�
NEPA
L�
MYAN
MAR�
97M �
35M �
7.8M �
79M �934M �
1,047M �
127M �
135M �
29M �
54M �
15M �
19M �
102M�
118M �
270M �
0.5M �
THAILAND �
MALAYSIA�
INDONESIA�
SINGAPORE �
PHILIPPINES�
JAPAN�SOUTH KOREA�
TAIWAN�INDIA�
CHINA�
HONG KONG �
SRI LANKA�
BANGLADESH �
PAKISTAN�
MALDIVES�
VIETNAM �
COMPILED BY @WEARESOCIALSG. SOURCES: BASED ON DATA FROM BUSINESS MONITOR INTERNATIONAL (2012); ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012); BUDDE.COM (SEP 2012); MINISTRY �
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012) �
MOBILE SUBSCRIPTIONS�OCT�2012 �
32 �
NUMBER OF MOBILE INTERNET�USERS IN ASIA BY END 2012:�
794,000,000 �
SOURCE: EMARKETER ESTIMATE (AUG 2012) � 33 �
89%�OF SMARTPHONE OWNERS USE �
THEIR DEVICES AT RETAIL STORES�
SOURCE: NIELSEN SMARTPHONE ANALYTICS (DEC 2011) � 34 �
SOURCE: TNS MOBILE LIFE (JUN 2012) �
USE OF MOBILE WALLET SERVICES�JUN�2012 �
35 �
31%�
26%� 26%�25%�
15% � 15% �
7%�
4%�2%�
1%� 1%� 1%� 1%�
HONG
KONG�
S KOR
EA�
JAPA
N�
SINGA
PORE�
MALA
YSIA�
TAIW
AN�
CHIN
A�
INDO
NESIA�
INDI
A�
PAKIS
TAN�
PHILI
PPIN
ES�
THAIL
AND�
VIETN
AM�
SO + LO + MO = �A POWERFUL �COMBINATION�
36 �
CONVERSATION x CONTENT �x CONTEXT x CONVENIENCE �
37�
38 �
GAMIFICATION�
GPS UTILITY �
SERENDIPITY �
REWARDS & �DISCOUNTS�
SOCIAL �CONNECTION�
TIME �OPTIMISATION�
SOURCE: TNS MOBILE LIFE, APRIL 2012 � 39 �
NAVIGATION�AND DIRECTION�
46%� 22%�FINDING �FRIENDS�
FINDING RESTAURANTS�
26%�CHECKING PUBLIC
TRANSPORT�
19% �LOCATING DEALS�AND DISCOUNTS�
13%�
82%�OF COMPANIES IN ASIA BELIEVE MOBILE SOCIAL �
IS AN IMPORTANT PART OF THEIR STRATEGY �
SOURCE: BUDDY MEDIA: THE STATE OF SOCIAL MEDIA MARKETING IN ASIA-PACIFIC (JUN 2012) � 40 �
BUT WHY ARE BRANDS�GETTING SO EXCITED?�
41 �
The combination of time and context unlocks a powerful tool for marketers to develop precise targeting approaches.
42 �
“ “ James Fergusson, TNS
MOBILE SEARCHES�LEAD TO ACTION�
9 IN 10 �
SOURCE: SEARCHENGINELAND � 43 �
91%�OF MOBILE INTERNET USERS�
GO ONLINE TO SOCIALISE �
SOURCE: RUDER FINN� 44�
MOST IMPORTANTLY, SOLOMO �DRIVES BEHAVIOUR CHANGE �
45 �
BUT AVOID JUMPING ON THE SOLOMO BANDWAGON�SIMPLY BECAUSE YOUR COMPETITORS OR PEERS HAVE �
WAGON ICON C/O LUIS PRADO, THE NOUN PROJECT� 46 �
…AND TRY TO AVOID THIS KIND OF LAZY APPROACH �
47 �
CHECK IN TO�A LOCATION�
REDEEM A ‘SPECIAL DEAL’�
SHARE WITH �NETWORKS�
LASTING AUDIENCE ENGAGEMENT �REQUIRES A BIT MORE THINKING �
48 �
SO WHICH BRANDS�ARE MAKING BEST�USE OF SOLOMO?�
49 �
50 �
51�
52 �
53 �
54 �
HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCE �
55 �
INCREASES FREQUENCY BY MAKING �EACH RUN MORE REWARDING �
56 �
VIA�
…AND THE AUDIENCE IS�WILLING TO PAY FOR IT�
57�
58 �
59 �
60 �
61 �
62 �
HARNESSES SOLOMO-POWERED CSR INITIATIVES�TO DRIVE WIDESPREAD BRAND CONVERSATIONS�
63 �
INCREASES FREQUENCY BY�CREATING NEW USAGE OCCASIONS�
64 �
VIA�
65 �
66 �
INCREASES FREQUENCY BY�REWARDING FREQUENCY OF VISIT�
67 �
VIA�
68 �
69 �
70 �
11,000 PLAYERS IN STOCKHOLM �
AVERAGE ENGAGEMENT: 5 HOURS �
DOUBLED MINI SALES IN SWEDEN�
COMMUNITY ICON C/O THE NOUN PROJECT�
HARNESSES SOLOMO GAMING TO�DRIVE DEEPER BRAND ENGAGEMENT�
71 �
INCREASES PENETRATION BY�STRENGTHENING BRAND AFFINITY �
72 �
VIA�
73 �
74 �
USES SOLOMO TO DRIVE �LOYALTY AND ADVOCACY �
75 �
INCREASES PENETRATION BY�HARNESSING PEER ENDORSEMENT�
76�
VIA�
77 �
78 �
79 �
BRINGS THE BRAND PERSONALITY TO LIFE �THROUGH A SOLOMO ‘SCAVENGER HUNT’�
80 �
INCREASES PENETRATION BY�HARNESSING PEER ENDORSEMENT�
81�
VIA�
82 �
83 �
84 �
TELLING RICH BRAND STORIES�WITH GEO-SOCIAL CONTENT�
85 �
INCREASES PENETRATION BY�HARNESSING PEER ENDORSEMENT�
86 �
VIA�
87�
88 �
RFID TAGS ATTACHED TO
GARMENT LABELS�
SHOPPER TAKES GARMENT TO
FITTING ROOM �
RFID TAG TRIGGERS
RELEVANT TUNE �
INFO ABOUT THE TUNE SENT TO
NEARBY PHONE �
89 �
90 �
47,000 SONGS RECOMMENDED �
84% AVERAGE CLICK-THROUGH �
21% UPLIFT IN PAID DOWNLOADS�
USES CONTEXTUAL TARGETING TO ESTABLISH �AWARENESS AND BUILD PERSONAL RELEVANCE �
91�
INCREASES PENETRATION BY�DRIVING CONTEXTUAL TRIAL �
92 �
VIA�
THERE COULD HAVE BEEN A�STRONGER SOCIAL ELEMENT THOUGH… �
93 �
?�
94�
95 �
USE A SOCIAL LAYER TO ADD AUDIENCE �VALUE AND HELP SPREAD THE WORD �
96 �MEGAPHONE ICON C/O MICHELE ZORZETTO, THE NOUN PROJECT�
97�
98 �
HARNESSING TIMELY LBS-DRIVEN�DEALS TO INCREASE CART SIZE �
99 �
INCREASES CONSUMPTION BY�CROSS- AND UP-SELLING �
100 �
VIA�
SOLOMO IS EVEN RELEVANT�TO TOILET TISSUE BRANDS�
101 �
102 �
CHARMIN’S ‘SIT OR SQUAT’ APP ASKED PEOPLE TO LOCATE AND RATE PUBLIC BATHROOMS ACROSS THE USA�
103 �
HARNESSING LOCATION-SPECIFIC COMMUNITY �REVIEWS TO ADD REAL AUDIENCE VALUE �
104 �COMMUNITY ICON C/O THE NOUN PROJECT�
BUT HOW DOES THAT ADD TO THE BOTTOM LINE?�
105 �
SORRY, TERRIBLE PUN!
?�
INCREASES PURCHASE FREQUENCY BY�STRENGTHENING BRAND AFFINITY �
106 �
VIA�
…I.E. IT’S THE BRAND YOU REMEMBER WHEN�YOU FINALLY GET TO THE TOILET TISSUE AISLE �
107 �
WHAT CAN WE �LEARN FROM �
THESE BRANDS?�
108 �
SOLOMO ISN’T JUST ABOUT DEALS�
109 �
…NOR IS IT ROCKET SCIENCE �
110 �
START WITH PEOPLE, NOT TECHNOLOGY �
111 �
>�
PERSON ICON C/O THE NOUN PROJECT�
SHARING MUST BE ABOUT AUDIENCE BENEFIT�
112 �
ADD VALUE THROUGH UTILITY�
113 �
KEEP A SIMPLE FOCUS�
114 �
BUILD RELATIONSHIPS, NOT SPECTACLE �
115 �
>�
WHAT’S NEXT�FOR SOLOMO?�
116 �
1. INTEGRATED PAYMENTS �
117 �
$ �
APPLE PASSBOOK �
118 �
2. AUTO ‘LIFE LOGGING’�
119 �
THE ‘QUANTIFIED SELF’ MOVEMENT�
120�
3. DISTRIBUTED MASS EXPERIENCES�
121�
ARMIN VAN BUUREN’S ‘A STATE OF TRANCE’�
122�
HOW CAN YOU�GET STARTED IN�SOLOMO TODAY?�
123�
RIGHT REASONS �RIGHT PEOPLE �RIGHT ACTIVITIES�RIGHT PLACES�RIGHT TIMES�
124�
R5
BUILD EVERYTHING AROUND �A CLEAR BUSINESS OBJECTIVE �
125�COMMUNITY ICON C/O THE NOUN PROJECT�
DEFINE YOUR AUDIENCE SELECTIVELY – �BIGGER DOESN’T ALWAYS MEAN BETTER �
126�COMMUNITY ICON C/O THE NOUN PROJECT�
BUILD ACTIVITIES AROUND WHAT�YOUR AUDIENCE WILL FIND VALUABLE �
127�
128�
GAMIFICATION�
GPS UTILITY �
SERENDIPITY �
REWARDS & �DISCOUNTS�
SOCIAL �CONNECTION�
TIME �OPTIMISATION�
IDENTIFY THE PLACES AND CONTEXTS�IN WHICH YOUR ACTIVITY HAS RELEVANCE �
129�
IDENTIFY WHICH TIMES THE ACTIVITY WILL �HAVE MOST IMPACT, AND FOR HOW LONG �
130�
MEASURE YOUR PROGRESS AGAINST�OBJECTIVES AND OPTIMISE AS YOU GO �
131�
HOW CAN YOU�GET STARTED IN�SOLOMO TODAY?�
132�
USE THESE SOLOMO APPS TO HELP �BUILD YOUR OWN PERSONAL BRAND… �
133�
134�
SONAR.ME �
135�
HIGHLIGHT�
USE SOLOMO TO FIND AND MEET THE �INTERESTING PEOPLE AROUND YOU�
136�
KEEP LOOKING �KEEP LISTENING�KEEP LEARNING �
137�
SOLOMO OR NONONO?�
138�
SOLOMO IS DEFINITELY MORE �THAN JUST A LOT OF HOT AIR… �
139�
…BUT WE STILL HAVE PLENTY TO DO BEFORE �WE CAN DELIVER SOLOMO’S FULL POTENTIAL �
140�
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 UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �
EMAIL US AT [email protected].�
FIND OUT MORE AT WEARESOCIAL.SG.�
SIMON KEMP �MANAGING DIRECTOR, SINGAPORE �
@ESKIMON�DJESKI�
+65 9146 5356 �[email protected] �
HTTP://WEARESOCIAL.SG �