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?

Voluntary TrackingVoluntary Tracking

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

When your customers are here

Who are regulars

First timers

Gain insight for Marketing

Know where your customers are

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

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...

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

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

•Website• Portals•Micro sites•Mobile site

• Social media• Blogs• Foursquare• Twitter

Ques1ons

SoLoMo

types of companies

print media

social media fix issues

solomosocial media

pm checkin

people dont checkin

account checkin

store events

Technology

Ad:Tech SF SoLoMo Presentation

Bruno Van Boucq Solomo

SoLoMo v 1.0

SoLoMo Thursday | Target: Audience

Solomo slides

E20 Keynote: SoLoMo

SoLoMo in P2P Marketplaces

SoLoMo : les chiffres France

Het Solomo Citymarketing Effect

Solomo consumer

SOLOMO Roadmap to Success

Solomo~s, - ices.dk

Veille SoLoMo - 2012-01

Le Phénomène SoLoMo

The SOLOMO manifiesto

Sangco - SoLoMo