Social Thomas Van Roy @thombtm How to get more from your community ?
Using SoLoMo to get more from your community - Kikk Festival 2011
Oct 30, 2014
The word has changed and is changing
Social media is part of the communication plan of brand, But ROI is still difficult to measure.
Smartphone are the thing you don't want to forget at home. We use it for everything, it's part of our life.
Those two big things lead to SoLoMo (Social Local Mobile)
How to use this trend to reinforce the relationship with your community
Social media is part of the communication plan of brand, But ROI is still difficult to measure.
Smartphone are the thing you don't want to forget at home. We use it for everything, it's part of our life.
Those two big things lead to SoLoMo (Social Local Mobile)
How to use this trend to reinforce the relationship with your community
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Transcript
SocialThomas Van Roy@thombtm
How to get more from your community ?
THE WEB IS NOTPEOPLE ARE SOCIAL
SOCIAL COMMUNITY 1.0
SOCIAL COMMUNITY 2.0
SOCIAL MEDIA GATHERYOUR COMMUNITY
Agnès, Twitter
Graham, MSN
Carlos, Myspace Dmitri, Flickr
Karl, Youtube Yvonne, Netlog
Scott, Forum
Tina, Bloger
England RussiaPortugal
UK
France Germany Holland
Italy
“&# §$ù _°�€ <“ù
B
COMMUNICATIONTO CONVERSATIONfro
m
SOCIAL MEDIA ALLOWS TOINCREASE BRAND EQUITY
EXTEND THE OFF AND ONLINE EXPERIENCEEXTEND YOUR PRESENCE BETWEEN YOUR CAMPAIGNS
BUILD A DEEPER RELATIONSHIP
WITH YOUR CUSTOMERS
You’ve
THAT IS
MUTUALLY BENEFICIAL!
Fine, but what is your
ROI ?
MO
BILE
BO
OM
ING
2006 the year of the mobile web
2007 the year of the mobile web
2008 the year of the mobile web
2009 the year of the mobile web
2010 the year of the mobile web
2011 the year of the mobile web
2012 the year of the mobile web
Limited hardware
Bad Browser
Costly plan
Only for trendsetters
39% Smartphone adoption in Europe21% Smartphone adoption in BE
41% connected to 3G in BE18-35y
350.000 tablets in Belgium35 – 55y
*sources insites mobile study sept 2011
59%
28%
11%
1 1 1 1 1 11 A regular mobile phone2 A smartphone, with Internet / data subscription3 A smartphone, without Internet / data subscription4 A tablet PC, with Internet / data subscription5 A tablet PC, without Internet / data subscription6 None of the above
shame on Belgium
ALMOST HALFOF THE PEOPLE
CONNECT TO THE INTERNETVIA THEIR PHONE DAILY
*sources insites mobile study sept 2011
57% daily social media logonamong connected smartphone users66%
49% of Europeans follow brands on someamong connected smartphone users56%
*sources insites mobile study sept 2011
Convenience68% - navigation
62% - weather forecast52% - information
Contact59% - social networking
Entertainment61% - fun and games
56% - music & videos
*sources insites mobile study sept 2011
Why don’t you
have a smart phone
39% Current phone still works fine
33% I don’t need one
29% It’s too expensive
24% I don’t see the benefit (yet)
Todays barriers are tomorrows drivers“ ”
“PCs are going to be like trucks. They’re still going to be
around, they’re still going to have a lot of value, but they’re going to be
used by 1 out of X number of people,"
More than 90% of tablet market share
More than 90% of tablet market share
Computer for elderlyeasy to use and reducing
digital divide
ipad users56%
39%34% 31%
use le
ssre
ad le
ss
watch
less
use le
ss
the future of media
The Media revolution is happening
The Press Group GESCA (Canada) offers an Ipad for a 3 years subscription.Read all the information and access to local information thanks to geolocalization
SMARTPHONE AND TABLETCHANGE INTERNET CONSUMPTION but
PENETRATION RATE IN BELGIUM IS STILL WEAK
(but increasing)
CHA, CHA, CHA, CHA, CHANGES
The perfect ALCHEMY
SO LO MOSocial Local Mobile
We are not alone ...
So
Lo Mo
SOCIAL
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40% of smartphone owners have used their phone while shopping
To1. call friends 2. take pictures of products 3. find another shop & discount4. compare prices5. read reviews6. buy
SOCIAL
*so
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GeoSocialThis Type of social networking use geographic services and capabilities, such as geocoding and geotaging to enable additional social dynamics
LBSThis Type of information or entertainment services utilizes the geographic position of a mobile device through a network
✦Gamification✦Special offers✦Leave tips and comment
Geo Socialization
LBS : find information around you
LOCALLocation is changing everything
Change customers interaction with brands, product or business both online or in the real world
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LOCALEvery business location should now be viewed as a website.
Instead of web traffic via computers it receives foot traffic via smartphone
*so
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MOBILE
*so
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Web migrants will bring their social networks, research tools and games with them.They expect SoLoMo to be even cooler and more seamless than the web.
CONTENT IS NO LONGER KINGCONNECTION JUST BECAME THE NEW KING
SO LO MOSocial Local Mobile
MobilityFindabilityEngagement
Tips | Share Store locator | Deals GPS located | Action
SOLOMOIntegratingIN PURCHASE PROCESS
discover a product1 2 go to
fanpage
6select product
4 compareproducts
5ask advice7select
store8get m-coupon
check-in @store9 share
Xperience10
3 go to site
write review11
SOLOMOIntegratingIN PURCHASE PROCESS
discover a product1 2 go to
fanpage
6select product
4 compareproducts
5ask advice7select
store8get m-coupon
check-in @store9 share
Xperience10
3 go to site
write review11
Social CRM
Buzz Monitoring
HOW TO SUCEED ON SOLOMO?
LOCATION IMMEDIARY UBIQUITY
Not POI on google Maps
✦Near field communication✦Buying✦Augmented Reality✦Scanning✦Locate searchMake your brick and mortar a SoLoMo platform
LOCATION IMMEDIARY UBIQUITY
Web is a few taps away from your finger
✦Search✦Pricing ✦Reviews
Quick answer and worth sharing
LOCATION IMMEDIARY UBIQUITY
Mobile is everywhere
✦Offer free wifi✦Create virtual store✦Create presence on main social media
Get your apps with a real user experience
SOLOMO CASES
(re)discover the world around you
real estate
e-tourism
friends locator
Hotel locatorshopping
Shopckick
Rewards consumers for simply entering retail storesShopkick takes a completely different approach. Participating retailers install a small transmitter in their stores and the application itself verifies actual presence by detecting a signal and checking the user in.
Once a shopkick signal is detected, the app delivers reward points called “kickbucks” to the user just for walking through the door. (instant gift card rewards or Facebook Credits, donations or songs, ...)
Pay with your mobile benefit automatically from discount
Price comparator
In-App SearchesAn app-like location experience
The Ad becomes the app
Branded specific location search
Local Deals & PromotionsBranded videoDirections to
nearest store
Wanabe Goes Solomo
SOLO
MO WILL
NOT SAVE US
but will have no impact if not integrated in a cohesive strategy!
LOCAL AND SOCIAL MULTIPLY POINT OF CONTACT
FROM LOCATION BASED SERVICES
LOCATION BASED ENGAGEMENT
TO
Action Reaction Interaction Transaction
CHALLENGES THREATS
✦Qualify opportunity✦Sufficient reach✦Technical difficulties✦Cohesive strategy✦Reward users✦Identify users✦ROI✦Be a leader
CHALLENGES THREATS
✦Critical mass✦Not Completive✦Privacy✦Resource✦Monetization
“SOLO’ MO”MEANS JUST RIGHT NOW
(roman dialect)
QUESTION AND
ANSWER
Thomas Van Roy@thombtm
Thank you for your attention
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