The Importance of SoLoMo

SIMON KEMP • we are social • 26 APRIL 2012 �

SOLOMO�LOCATION-BASED MOBILE SOCIAL �

AND WHAT IT MEANS FOR MARKETERS�

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SOLOMO?�

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EASILY ONE OF THE TOP 10 MOST�IRRITATING MARKETING BUZZWORDS�

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SOCIAL �

SOLOMO�

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SOLOMO HYPERBOLE IS EVERYWHERE �

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“ “ SOLOMO IS�THE FUTURE OF

EVERYTHING �

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BUT IS SOLOMO HERE TO STAY,�OR IS IT JUST A LOT OF HOT AIR?�

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THE CONTEXT�

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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.

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“ “ FastCompany

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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 �

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50%�

25%�4%�

18%�

36%�

47%�

20%�

36%�

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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 �

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100%�

100%�60%�

100%�

100%�

100%�

77% �

86%�

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488,000,000 �( WELL OVER HALF OF ALL FACEBOOK’S USERS ) �

PEOPLE ACCESSING FACEBOOK THROUGH MOBILE:�

SOURCE: FACEBOOK , 23 APRIL 2012 � 12�

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1 BILLION�LOCATION-BASED SERVICE �

USERS WORLDWIDE TODAY:�

SOURCE: TNS MOBILE LIFE, APRIL 2012 � 13�

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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%�

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60%�OF PEOPLE WHO DON’T YET USE LBS�“ASPIRE TO USE IT IN THE FUTURE” �

SOURCE: TNS MOBILE LIFE � 15 �

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WHY IS SOLOMO�SO POPULAR?�

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SOLOMO = REAL LIFE x THE INTERNET x REAL-TIME �

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GAMIFICATION�

GPS UTILITY �

SERENDIPITY �

REWARDS & �DISCOUNTS�

SOCIAL �CONNECTION�

TIME �OPTIMISATION�

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NAVIGATION�AND DIRECTION�

46%� 22%�FINDING �FRIENDS�

FINDING RESTAURANTS�

26%�CHECKING PUBLIC

TRANSPORT�

19% �LOCATING DEALS�AND DISCOUNTS�

13%�

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SO WHY ARE BRANDS�GETTING SO EXCITED?�

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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.

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“ “ James Fergusson, TNS

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BUT SOLOMO ISN’T JUST ABOUT DEALS�

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WHICH BRANDS�ARE MAKING BEST�USE OF SOLOMO?�

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( SOLOMO ISN’T JUST ABOUT PHONES ) �

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BRINGS THE SOCIAL COMMUNITY TO THE CENTRE �

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HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCE �

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SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTS�

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( IT EVEN GOT OBAMA TALKING ) �

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HARNESSES SOLOMO-POWERED CSR INITIATIVES�TO DRIVE WIDESPREAD BRAND CONVERSATIONS�

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VS

VALUE THROUGH FREQUENCY �

HUGE ONE-OFF DISCOUNTS�

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SUCCESSFULLY LEVERAGES SOLOMO�DEALS TO DRIVE STORE VISIT FREQUENCY �

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CATCH THE VIRTUAL MINI, AND IF YOU STILL HAVE �IT AT THE END OF THE GAME, YOU WIN A REAL MINI�

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11,000 PLAYERS IN STOCKHOLM �

AVERAGE ENGAGEMENT: 5 HOURS �

INCREASED MINI SALES IN SWEDEN�

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HARNESSES SOLOMO GAMING TO�DRIVE DEEPER BRAND ENGAGEMENT�

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

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BROUGHT THE BRAND PERSONALITY TO LIFE �THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’�

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CHECK IN TO A HOTEL VIA JIEPANG �AND EARN REAL-WORLD LOYALTY POINTS�

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USES SOLOMO TO DRIVE �LOYALTY AND ADVOCACY �

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HARNESSES TIMELY LOCATION-�BASED DEALS TO INCREASE CART SIZE �

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WHAT CAN WE �LEARN FROM �

THESE BRANDS?�

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START WITH PEOPLE, NOT TECHNOLOGY �

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>�

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SHARING MUST BE ABOUT AUDIENCE BENEFIT�

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ADD VALUE THROUGH UTILITY�

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KEEP A SIMPLE FOCUS�

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BUILD RELATIONSHIPS, NOT SPECTACLE �

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>�

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WHAT’S NEXT�FOR SOLOMO?�

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SOLOMO x NFC PAYMENT�

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$

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AUTO ‘LIFE LOGGING’�

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DISTRIBUTED MASS-SOCIAL EXPERIENCES�

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HOW CAN BRANDS�GET STARTED IN�SOLOMO TODAY?�

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RIGHT PEOPLE �RIGHT ACTIVITIES�RIGHT PLACES�RIGHTS TIMES�

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R4

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DEFINE YOUR AUDIENCE SELECTIVELY – �BIGGER DOESN’T ALWAYS MEAN BETTER �

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BUILD ACTIVITIES AROUND WHAT�THAT AUDIENCE WILL FIND VALUABLE �

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GAMIFICATION�

GPS UTILITY �

SERENDIPITY �

REWARDS & �DISCOUNTS�

SOCIAL �CONNECTION�

TIME �OPTIMISATION�

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IDENTIFY THE PLACES AND CONTEXTS�IN WHICH YOUR ACTIVITY HAS RELEVANCE �

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IDENTIFY WHICH TIMES THE ACTIVITY WILL �HAVE MOST IMPACT, AND FOR HOW LONG �

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MEASURE YOUR PROGRESS AGAINST�OBJECTIVES AND OPTIMISE AS YOU GO �

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SO,SOLOMO�OR NONONO?�

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SOLOMO IS DEFINITELY MORE �THAN JUST LOTS OF HOT AIR… �

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…BUT WE STILL HAVE PLENTY TO DO BEFORE �WE CAN DELIVER SOLOMO’S FULL POTENTIAL �

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SIMON KEMP �MANAGING DIRECTOR, SINGAPORE �

@ESKIMON�DJESKI�

+65 9146 5356 �[email protected] �

HTTP://WEARESOCIAL.SG �

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The Importance of SoLoMo