So lomo
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Transcript of So lomo
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?
Friday 04 November 11
What is it?
Friday 04 November 11
What is it?
Voluntary TrackingVoluntary Tracking
Friday 04 November 11
What is it?
Friday 04 November 11
What is it?
Friday 04 November 11
What is it?
Social Location Marketing Social Location Marketing
Friday 04 November 11
Why is it Innova1ve?
Awareness
Evaluation
Action
Advocacy
Interest
People can change their mind at the “Point of Sale”
Friday 04 November 11
The New Funnel
Source: Marketing Profs
Friday 04 November 11
Why should you bother?
Friday 04 November 11
Easiest point of entry of all social media
Little setup
Little content
Low cost of entry
Friday 04 November 11
Know where your customers are
Know
When your customers are here
Who are regulars
First timers
Gain insight for Marketing
Friday 04 November 11
Know where your customers are
Know
When your customers are here
Who are regulars
First timers
Gain insight for Marketing
Friday 04 November 11
The 1ps
Source: Marketing Profs
Friday 04 November 11
Listen to what they say
Monitor
Conversations
Take appropriate action
Don’t
Let bad news spread
Friday 04 November 11
Listen to what they say
Monitor
Conversations
Take appropriate action
Don’t
Let bad news spread
Friday 04 November 11
The 1ps
Source: Marketing Profs
Friday 04 November 11
Proven approach for...
Fashion
Retail
Hospitality
Restaurants
Friday 04 November 11
Why people don’t checkin?
50% don’t own a smart phone
49% had no motivation
48% cited privacy concerns
Friday 04 November 11
Use of social loca1on soIware?
Friday 04 November 11
Where they use it?
Friday 04 November 11
Types of companies using Foursquare
Friday 04 November 11
Types of companies using Foursquare
Friday 04 November 11
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
Types of companies using Foursquare
Friday 04 November 11
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
Types of companies using Foursquare
Friday 04 November 11
Top 25 Restaurants
http://bit.ly/i7w58Y
Top 25 Restaurants
http://bit.ly/i7w58Y
Types of companies using Foursquare
Friday 04 November 11
Retailhttp://bit.ly/gKz08L
Retailhttp://bit.ly/gKz08L
Types of companies using Foursquare
Friday 04 November 11
Types of companies using Foursquare
Friday 04 November 11
Social Media is not a ....
Friday 04 November 11
Social Media is not a ....
or a Magic Wandor a Magic Wand
Friday 04 November 11
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
Friday 04 November 11
Stats...Stats...Stats...
Friday 04 November 11
Stats...Stats...Stats...
Friday 04 November 11
Stats...Stats...Stats...
Friday 04 November 11
Stats...Stats...Stats...
Friday 04 November 11
Stats...Stats...Stats...
Friday 04 November 11
Stats...Stats...Stats...
Friday 04 November 11
Stats...Stats...Stats...
12% use LBS 12% use LBS
Friday 04 November 11
Stats...Stats...Stats...
20% of location-based users checks in daily 20% of location-based users checks in daily
Friday 04 November 11
Even more stats...
Friday 04 November 11
Even more stats...
Friday 04 November 11
Even more stats...
Friday 04 November 11
Even more stats...
Friday 04 November 11
Privacy Issues...
Friday 04 November 11
10 -‐ Steps to Implement?
What’s your Game plan?
Friday 04 November 11
10 -‐ Steps to Implement?
What’s your Game plan?
Friday 04 November 11
Step 1
STEP 1Become familiar with location based services
like Foursquare
Download FoursquareLink Twitter & Facebook
Friday 04 November 11
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
Friday 04 November 11
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
Friday 04 November 11
STEP 3Establish your PRESENCE
List on each networkEnsure correct details
Friday 04 November 11
STEP 3Establish your PRESENCE
List on each networkEnsure correct details
Friday 04 November 11
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
Friday 04 November 11
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
Friday 04 November 11
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
Friday 04 November 11
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
Friday 04 November 11
Step 6
STEP 6ENGAGE with customers
Gowalla leader boardOffer free cookie for posting
recommendationsSpeak to them about why they
go to other venues
Friday 04 November 11
Step 6
STEP 6ENGAGE with customers
Gowalla leader boardOffer free cookie for posting
recommendationsSpeak to them about why they
go to other venues
Friday 04 November 11
Step 7
STEP 7TRACK everything
Foursquare analyticsVenue statsNumber of checkinsUnique visitorsTweets sent
Friday 04 November 11
Step 7
STEP 7TRACK everything
Foursquare analyticsVenue statsNumber of checkinsUnique visitorsTweets sent
Friday 04 November 11
Step 8
STEP 8Be prepared to
ADAPTAs features changeAs new tools emergeReview you own promotion
results
Friday 04 November 11
Step 8
STEP 8Be prepared to
ADAPTAs features changeAs new tools emergeReview you own promotion
results
Friday 04 November 11
Step 9
STEP 9Avoid common
PITFALLSDon’t post fake reviewsPoorly designed AdsForget to monitor activity
Friday 04 November 11
Step 9
STEP 9Avoid common
PITFALLSDon’t post fake reviewsPoorly designed AdsForget to monitor activity
Friday 04 November 11
Step 10
STEP 10Spy on your
COMPETITORSSee what specials they offerMonitor check-in activity Identify strategic opportunities
Friday 04 November 11
Step 10
STEP 10Spy on your
COMPETITORSSee what specials they offerMonitor check-in activity Identify strategic opportunities
Friday 04 November 11
Summary
Friday 04 November 11
POEM?
MEDIA
• Print advertising• Television•Web banners• Paid search•Media deals
•Website• Portals•Micro sites•Mobile site
• Social media• Blogs• Foursquare• Twitter
Friday 04 November 11
Ques1ons
Friday 04 November 11