SoLoMo - A Crash Course

SoLoMo A C R A S H C O U R S E

social media + location + mobile

Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

Why SoLoMo?

SOcial • Businesses with 100+

fans see 8% higher click-through rates.

• 125% higher

conversion rates.

LOcal • One in 5 searches

has local intent. • 80% of mobile

Internet users prefer ads locally relevant to them.

MObile • 70% of all mobile

searches result in action within one hour.

• 5.9B active mobile

devices.


Social Media Investment Levels


EXPERIMENTATION •  TESTING THE

WATERS •  NO BUDGET

ALLOCATED

ADOPTION •  ACCEPTANCE •  SOME BUDGET

ALLOCATED (5-7% OF MARKETING BUDGET)

INNOVATION •  TESTING NEW

METHODS •  LARGER BUDGET

ALLOCATED (20%+)

Social Media Investment & Perceived Risk/Confidence Levels


C O N F I D E N C E

HIGH

MED

LOW

MED HIGH LOW

PE

RC

EIV

ED

RIS

K

EXPERIMENTATION

ADOPTION

INNOVATION

Integration: unified approach

SoLoMo – Key Points to Understand

Adaptation: content and messaging

Quality: deals do not equal retention

Sharing: drive engagement

Relevance: contextually relevant to the user


SoLoMo Examples: Allstate


The Allstate GoodRideSM app allows users to log, plan and share their riding experiences, and receive accident support.

The Allstate Tag In app allows users to send a message, location, and set up group chat with family, and friends.

SoLoMo Examples: BCBS of Louisiana


BCBS of Louisiana could integrate social and local to their latest app to drive engagement and deepen loyalty.

Great example of branded content, but not SoLoMo…

SoLoMo: Vertical Potential


Automotive Education

Events Financial

Food & Bev Government Healthcare Insurance

Media Nonprofit

Retail Transportation

Travel

SoLoMo

SoLoMo Challenge: Concept

• Concept of location

•  Interaction for interaction’s sake

• Consistency and coherent growth

• Ambient awareness must not be noise

•  SoLoMo app abundance and the need to adopt


SoLoMo Challenge: Battery Life

• Mobility and connectivity

•  Issue is solvable

• Hinders developer potential

•  Social centralization

• Mobile and Internet culture is here to stay


SoLoMo Challenge: Privacy and Ownership

•  Inherent loss of privacy

•  Tackling fears of control, embarrassment and feeling cheated

•  Full potential dependent on willingness to share interests, location, wants and needs

• Users more aggressive and informed

• Expectation of distance and protection by consumers


SoLoMo: Trending Topics and the Foreseeable Future

• Contextual relevance

•  Socially ambient applications

• Near field communication

• Gamification

•  Social commerce

• Mobile advertising


Objectives: Successfully launch new product in a new market; generate in-store foot traffic and sales in Tuxtla Gutiérrez, Mexico Target Audience: Youth market ages 13–24 Solutions: Establish Facebook page as campaign headquarters; generate targeted awareness and engagement; establish local relationships with sports teams; sync launch online and offline Media: Social, outdoor, radio Results: Grew targeted Facebook community from 0 to more than 11,500 in less than 6 months; over 1000 coupon downloads in first few weeks of Facebook campaign

AREA203 case study: Grito


**Technology sophistication challenges prohibited this from having a SoLoMo approach

Key Takeaways for SoLoMo

ü  Think integration.

ü  Having a solid content strategy is critical.

ü  SoLoMo is more than check-in specials. ü  Approach to digital marketing should evolve every

6 months or less.



Suggested Readings:

Casey Knox Director, Social Media and Public Relations

AREA203 Digital

AREA203.com | AREA2oh3.com

@AREA203Digital @CaseyMaeKnox
