Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
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Transcript of Find Your SoLoMoJo - Location-Based Mobile Social and The Future of Marketing
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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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 �