SoLoMo

So|Lo|MoSocial Media and Mobile Marke1ng Collide

by Francois Muscat

Friday 04 November 11

What is it?

Why use it?

How can it be innovative

10 Step implementation

Why So|Lo|Mo?


What is it?


What is it?

Voluntary TrackingVoluntary Tracking


What is it?


What is it?


What is it?

Social Location Marketing Social Location Marketing


Why is it Innova1ve?

Awareness

Evaluation

Action

Advocacy

Interest

People can change their mind at the “Point of Sale”


The New Funnel

Source: Marketing Profs


Why should you bother?


Easiest point of entry of all social media

Little setup

Little content

Low cost of entry


Know where your customers are

Know

When your customers are here

Who are regulars

First timers

Gain insight for Marketing


Know where your customers are

Know

When your customers are here

Who are regulars

First timers

Gain insight for Marketing


The 1ps



Listen to what they say

Monitor

Conversations

Take appropriate action

Don’t

Let bad news spread


Listen to what they say

Monitor

Conversations

Take appropriate action

Don’t

Let bad news spread


The 1ps



Proven approach for...

Fashion

Retail

Hospitality

Restaurants


Why people don’t checkin?

50% don’t own a smart phone

49% had no motivation

48% cited privacy concerns


Use of social loca1on soIware?


Where they use it?


Types of companies using Foursquare




Add listings to account

Checkin on Open House

Checkin when showing property

Provide map to location

Real Estate

Add listings to account

Checkin on Open House

Checkin when showing property

Provide map to location

Real Estate



Office & Staff information

Invite people for coffee & map

Invite house hunters to come by

Track visits to properties & share with seller

Real Estate Office

Office & Staff information

Invite people for coffee & map

Invite house hunters to come by

Track visits to properties & share with seller

Real Estate Office



Top 25 Restaurants

http://bit.ly/i7w58Y

Top 25 Restaurants

http://bit.ly/i7w58Y



Retailhttp://bit.ly/gKz08L

Retailhttp://bit.ly/gKz08L





Social Media is not a ....


Social Media is not a ....

or a Magic Wandor a Magic Wand


Fix things in your business first...

Not a recipe for overnight success for an ailing business

If you have things to fix, don’t do social media

Fix issues first, then come back & join in the fun


Stats...Stats...Stats...













12% use LBS 12% use LBS



20% of location-based users checks in daily 20% of location-based users checks in daily


Even more stats...


Even more stats...


Even more stats...


Even more stats...


Privacy Issues...


10 -‐ Steps to Implement?

What’s your Game plan?


10 -‐ Steps to Implement?

What’s your Game plan?


Step 1

STEP 1Become familiar with location based services

like Foursquare

Download FoursquareLink Twitter & Facebook


Step 2

STEP 2Determine your GOALs

Increase foot trafficSell more of a “particular” itemTarget patrons at certain timesPromote a specific productNew customer acquisitionGet repeat customers


Step 2

STEP 2Determine your GOALs

Increase foot trafficSell more of a “particular” itemTarget patrons at certain timesPromote a specific productNew customer acquisitionGet repeat customers


STEP 3Establish your PRESENCE

List on each networkEnsure correct details


STEP 3Establish your PRESENCE

List on each networkEnsure correct details


Step 4

STEP 4Operationalize your

LBS programIn store signsTable tents & placardsTrain your staffMailing customersAdvertise with outdoor signsPromote in Yellow PagesHold in-store eventsAdvertise in print mediaCreate word of mouth buzz


Step 4

STEP 4Operationalize your

LBS programIn store signsTable tents & placardsTrain your staffMailing customersAdvertise with outdoor signsPromote in Yellow PagesHold in-store eventsAdvertise in print mediaCreate word of mouth buzz


Step 5

STEP 5Implement COMPELLING

programs

20% off between 2 & 4pmCheckin 5 times, get a free coffeeMayor gets first drink free every checkin10% off with checkin


Step 5

STEP 5Implement COMPELLING

programs

20% off between 2 & 4pmCheckin 5 times, get a free coffeeMayor gets first drink free every checkin10% off with checkin


Step 6

STEP 6ENGAGE with customers

Gowalla leader boardOffer free cookie for posting

recommendationsSpeak to them about why they

go to other venues


Step 6

STEP 6ENGAGE with customers

Gowalla leader boardOffer free cookie for posting

recommendationsSpeak to them about why they

go to other venues


Step 7

STEP 7TRACK everything

Foursquare analyticsVenue statsNumber of checkinsUnique visitorsTweets sent


Step 7

STEP 7TRACK everything

Foursquare analyticsVenue statsNumber of checkinsUnique visitorsTweets sent


Step 8

STEP 8Be prepared to

ADAPTAs features changeAs new tools emergeReview you own promotion

results


Step 8

STEP 8Be prepared to

ADAPTAs features changeAs new tools emergeReview you own promotion

results


Step 9

STEP 9Avoid common

PITFALLSDon’t post fake reviewsPoorly designed AdsForget to monitor activity


Step 9

STEP 9Avoid common

PITFALLSDon’t post fake reviewsPoorly designed AdsForget to monitor activity


Step 10

STEP 10Spy on your

COMPETITORSSee what specials they offerMonitor check-in activity Identify strategic opportunities


Step 10

STEP 10Spy on your

COMPETITORSSee what specials they offerMonitor check-in activity Identify strategic opportunities


Summary


POEM?

MEDIA

• Print advertising• Television•Web banners• Paid search•Media deals

•Website• Portals•Micro sites•Mobile site

• Social media• Blogs• Foursquare• Twitter


Ques1ons


Technology

SoLoMo