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 SAYHELLO@WEARESOCIAL.SG.�

FIND OUT MORE AT WEARESOCIAL.SG.�

SIMON KEMP �MANAGING DIRECTOR, SINGAPORE �

@ESKIMON�DJESKI�

+65 9146 5356 �SIMON.KEMP@WEARESOCIAL.SG �

HTTP://WEARESOCIAL.SG �