SoLoMo for eBev
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18-Oct-2014 -
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Transcript of SoLoMo for eBev
SoLoMoeBev 2013
The single most important distribution concept since refrigerated shipping
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
What is SoLoMo?
Credit: Kleiner Perkin’s John Doerr
Not one platform but combination of them
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Beverage: The Original Social Network
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 3
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
All brands start local
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 4
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Great ideas start local
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 5
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
SoLoMo as an driver of product innovation:
Ranger IPA inspired by local reps
Product Innovation from Local
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Social Media Numbers
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.
• 1.5 billion active Facebook users as of October 2013. This is a 23%increase from March 2012.
• 699 million people log onto Facebook daily, which represents a 26% increase from 2012
• Mobile Twitter: 164M+ (75%) Access From Handheld Devices Monthly, 65% Of Ad Sales Come From Mobile
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Local
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.
The number of local searches on mobile devices +4x 2012
• 17% of in-store mobile users people make a purchase after a mobile search
• Approximately 30% of Google searches involve location
• The effect of smartphones on in-store sales will increase to $689 billion by 2015 (+19%)
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Mobile Market Research
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.
• 56% of all US adults now have smartphones
• 18-29 year olds smartphone owners , 67 % use social media on their connected device
http://www.reuters.com/article/2010/11/29/us-smartphones-survey-idUSTRE6AS0XB20101129• 17% of in-store mobile
users people make a purchase after a mobile search
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Mobile: Smartphones
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.
US app consumption eclipsed web consumption last year. It’s quickly approaching levels of television consumption.
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Mobile: Tablets
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.
Last year website conversion rates from tablets were 4x higher than smartphones
(source: screenpages http://econsultancy.com/us/blog/11374-conversion-rates-from-tablets-are-four-times-higher-than-smartphones-stats)
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Mobile: Wearables
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 12
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Mobile: Wearables
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.
http://brandongaille.com/latest-wearable-technology-statistics-and-trends/
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
How to engage with SoLoMo• Put SoLoMo at the core of your brand strategy• Every consumer is an early adopter
--how will you appify/adjust to feed that need?• WWSD? bring culture and elegance to your solution--even if you’re
not building the product, be a good product executive
• Radically challenge your assumptions about the economics of content creation and scale
• Execute locally, Manage at Scale with Enterprise-Strength Tools and Partners (Buddy, MomentFeed, Ready-Pulse, Foursquare)
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Content
YOUR BEST ADVOCATES. THEIR BEST CONTENT.
"Buy Now"Button
PULSE CONTENT• Social Graph• Social Interest• Search Intent• Local
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Instagram Rewards Pilot: Incentivizing quality content & engagement
Barney’s customers sharing their brand experience in the buying moment, earning
rewards, and creating quality content for the brand to share across its social channels
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Foursquare
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Foursquare
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SoLoMoeBev 2013
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Many Brand Managers Struggle with the Same Things
FINDING, INVITINGBRAND AMBASSADORS
MODERATION& QUALITY OF CONTENT
DISPLAY AMBASSADOR CONTENT
AMBASSADOR FULL INFO & PERMISSIONS
TRACKING ADOPTION AND EFFECTIVENESS
MESSASGING FOR TARGETED
CAMPAIGNS
YOUR BEST ADVOCATES. THEIR BEST CONTENT
Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Instagram Rewards Pilot: Incentivizing quality content & engagement
Includes attribution and direct response to customer via Comment and/or @Reply
‣ Sign up with name, Instagram ID, email, and mailing address
‣ Earn points for taking photos with the designated #hashtag
‣ Earn bonus points when the brand “Likes” or “Shares” the photo
‣ Receive gift cards in the mail
‣ Track spend on gift cards
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Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM
Instagram Rewards Pilot: Incentivizing quality content & engagement
Customers Instagrammed the
gift cards they received in the
mail, which drove more engagement
and sharing
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