SoLoMo Playbook

8/9/2019 SoLoMo Playbook

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A Practical Guidefor Orchestrating

Social+Local+MobileCampaigns

Presented by


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The SoLoMo Playbook

A Practical Guidefor Orchestrating

Social+Local+MobileCampaigns


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Contents

Part 1 // A Case for SoLoMoWhat is SoLoMo? 5

Jump On the SoLoMo Bandwagon, Space is Limited! 5

Trends That Transformed SoLoMo in the Last Decade 6

Is SoLoMo Right for Your Organization? 7

What Makes SoLoMo Compelling? 7

Goal: Unify the Customer Experience 8

Why Does SoLoMo Fail? 9Planning: Considerations and Essential Questions 9

Part 2 // Lets Get Practical. Lets Get TacticalStrategic Considerations 13

Technical Considerations 14

A Melting Pot of SoLoMo Goodness 15

Adapting Digital Content For Mobile Usage 16

Part 3 // Use Cases & ROIRetail 19

Travel 20

Service 21

Part 4 // Creative to ExecutionCapturing the Real-Time Location of Customers 24

The Best Way to Push Geolocated Marketing Content to Customers 25

A Closer Look at Mobile Push 26

How to Boost SoLoMo Activity from Customers 28

Getting Started Recommendations 29

Final Thoughts 30


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Part 1//A Case for SoLoMo


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What is SoLoMo?Like we need another acronym! SoLoMo stands for the convergence

of social, local, and mobile. Its a term everyone loves to hate and

theres no shortage of perspectives on the subject, but a culmina-

tion of powerful trends over the last decade make the underlying

value of Location Based Engagement (LBE) impossible to ignore;

and every impossible to ignore trend needs at least one cheesy

acronym. SoLoMo is a relevance multiplier for brand engagement.

Its the secret to engaging customers and prospects in just the right

message, at just the right time, in just the right place; resulting in

huge increases in customer satisfaction and revenue growth for

companies that get it right.

But how do you get it right?

Jump On the SoLoMo Bandwagon, Spaceis Limited!There are loads of resources and infographics chalk full of statis-

tics about what makes SoLoMo compelling. But there are only a

handful of trends that truly validate and justify SoLoMo engagement.

This guide will focus on practical and tactical strategies for actually


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engaging prospects in an orchestrated methodical way across social,

local, and mobile channels.

Trends That Transformed SoLoMo in theLast Decade

The Rise of Smartphones and Tablets

There are almost 6 billion active mobile phones in the world; thats

one for every person on earth. The number of people accessing

the internet from smartphones, tablets and other mobile devices

will surpass the number of users connecting from a home or office

computer by 2015. (Google)

Precision in Local Search Results

Half of all local searches are performed on mobile devices. 80% of

mobile internet users would prefer ads locally relevant to them. (JWIRE)

Social Went Mainstream

Facebook has 1.1B users

worldwide!

66% of brand mentions on

Twitter come from mobile.

600M YouTube views come

from mobile each day.

Social + Local Sites &Features

Internet Connectivity

The availability of free mobile

hotspots and internet connected

phones has reached a tipping


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point. Smartphones, low-priced data plans, and high-speed mobile

networks (4G) shifted SoLoMo from a concept to a reality.

Is SoLoMo Right for Your Organization?SoLoMo engagement isnt necessarily compelling for every organiza-tion. But if the answer is yes to two or more of these considerations,

the tactics that follow will help you kick-start the relevance multiplier

for engaging your target audience.

You Should be Concerned About SoLoMo If

You send email campaigns Your brand has a presence on social media

Your organization has, or proposed to have, a mobile app

Your organization uses Passbook as a communication channel

Your top competitors have established a meaningful presence on

social or mobile channels

You want to improve the cross-channel experience of your

customers

You strive for real-time marketing and immediacy of interactions

between your brand and your customers

What Makes SoLoMo Compelling?SoLoMo represents the cross-roads of cross-channel engagement

and real-time interaction. It allows organizations to deliver relevant

engagement with a brand simultaneously in the digital and real world.

Well define this online and offline engagement as contextual rele-

vance. It delivers a consistent and engaging experience regardless

of where a customer or prospect interacts with a brandthe website,

an email, a local store, etc. It allows marketers to offer deeply person-

alized content at just the right time in just the right channel.


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In theory, SoLoMo encompasses all the same principles we have

been applying for years to primary channels like the web and email,

but now the smartphone makes it possible to apply these principles

to the real world for highly relevant brand interactions. It means real-

time personalization can now be delivered in context. Brands are nolonger constrained by the confines of a static computer, but rather

the dynamically relevant context of a consumer purchase decision

wherever the user is.

Goal: Unify the Customer ExperienceSoLoMo blends the online and offline world to provide just the right

information or offer regardless of where a consumer is located. Its

about delivering highly relevant interactions that re-enforce a consis-

tent customer experience online and offline.

These orches-

trated interactions

demand a system-

atic and method-

ical strategy for

SoLoMo and a

technology infra-

structure that

blends data on

every inbound

and outboundinteraction across

communication channels. Customer data should be centralized and

activated through a rules based conversational marketing engine that

can trigger time sensitive and optimized offers or communications

across relevant channels.

Interactions with the Brand

ONLINE

Website

Email

Social Media

User Reviews

SMS

Mobile Apps

OFFLINE

Stores

Agencies

Resellers

Interactive Ads

Events


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Why Does SoLoMo Fail?Failure to align cross-channel engagement results in fragmented

campaigns across fragmented channels. As a result, the brand

suffers from lack of consistency, potential communication fatigue,

and a lack of unified preference management. Lack of cohesiveness

leads to poor customer experiences and customers will quickly be

wishing for no more (No-Mo) irrelevant offers.

SoLoMo isnt about

making the brand intru-

sive or increasing brand

exposure. Your target

audience shouldnt feel

like they are navigating

a room full of mouse-

traps baited by irrelevant

brand offers.

Its about fostering a

relationship with your target audience that demonstrates:1.You understand their needs and desires

2.You respect their preferences

3.You want to earn a long-term relationship with your brand, not a

one-off single purchase

Planning: Considerations and EssentialQuestionsSocial = Decisions and Considerations for Social Media

Engagement

Choosing Social Sites

Do your customers use popular sites like Facebook and Twitter? Is it

appropriate to reward location based engagement from these sites?


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Location Based Social

Does it make sense to brand on location based social networks

like foursquare?

Communication

Do you have a strategy for curating value-added content andinteractions?

Monitoring

Can you actively monitor real-time engagement and react immedi-

ately to changes in sentiment.

Local = Decisions and Considerations for Location Based OffersPush or Pull

How will you trigger location based interaction? By in-store proximity?

Check-ins? Etc.

Relevance Triggers

Do you have access to data that can be used to infer buying intent

and trigger offers in real-time?

QR Code Integration

Does it make sense to engage your customers via QR codes?

Digital Signage

Is it appropriate to entice real-time mobile interactions via in-store

digital signage?

Mobile = Decisions and Considerations for Mobile EngagementConnectivity

Does your target audience have access to mobile enabled smart-

phones and tablets?

Devices

What operating system(s) will you optimize for? Android, iOS, or both?


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Website Rendering

Are your website and emails optimized for display with responsive

design?

Opt-in Data

What is your strategy for collecting mobile phone numbers andgaining opt-in engagement?


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Part 2//Lets Get Practical.Lets Get Tactical


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Strategic ConsiderationsThe good news is SoLoMo isnt expensive to embrace as a marketing

strategy. The bad news is SoLoMo isnt expensive to embrace as a

marketing strategy. All too often organizations fail to plan and therefore

plan to fail when it comes to SoLoMo campaigns because the barriers

to implementation a are quite low. Its easy to rush into. It demands

meticulous planning and organizational alignment to orchestrate.

Here Are Some Key Considerations

Channel Decisions: What social media sites and mobile apps do

your customers use and how would you add value to their lives by

engaging with them on these sites?

Content Decisions: Before you can come up with relevant offers

and content, you need to understand your target audience through

customer segmentation.

Support Decisions: Who will create the content and campaigns?

How will the campaigns be incorporated into the overall marketing

planning process? What tools are available to measure and optimizeSoLoMo campaigns?

Channel Decisions

Content Decisions

Support Decisions

Customer Segmentation

Map theCustomer Journey


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agnostic rules based engine for planning, targeting, executing and

measuring campaigns.

Social Media Monitoring and Analytics

Quality content and offers are likely to expose the brand across new

networks of like minded individuals. Tools to monitor activity and

sentiment are essential.

A Melting Pot of SoLoMo Goodness

Local and Mobile Enabled Social Media Sites

Today, the most compelling social media sites are quite literally made

for local and mobile engagement. There are no social or mobile

silos. Social offers fully integrated SoLoMo capabilities and access

to hundreds of millions of target buyers who actively participate in

mobile and local interactions.

Users: 1.1 billion. 50% of Facebooks traffic comes from mobile

devices. Facebook also supports location based posts.

Users: 500 million. 60% of Twitters traffic comes from mobile

devices. Twitter also supports location-based ads.

Users: 100 million. Share mobile location based photos with friends

and family.


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Users: 100 million. Helping people find great restaurants and busi-

nesses in their local area.

Users: 20 million. A location based social networking website for

mobile devices.

Adapting Digital Content For Mobile UsageIn 2013, Google predicated that over the next 3 years, mobile

devices will overtake desktop computers as the most common way

to access the internet. The thing is, mobile devices are smaller and

they demand a simplistic and responsive design. This can be accom-plished in two ways:

Responsive Design: If your users expect a similar look and feel to

the website on a computer and mobile device, responsive design will

adapt the layout to the screen size on the device. This is how popular

sites such as Mashable (www.mashable.com) maintain a visually

compelling experience on mobile and desktop devices.Mobile Design: You may also choose to physically build the site with

mobile in mind. Mobile websites should adapt the design to offer a

simplified, intuitive, call-to-action approach to the user experience.

They can even be optimized for touch screen devices such as smart-

phones and tablets.


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Time SoLoMo Interactions Appropriately

Turns out people have a fairly consistent routine when it comes to

use mobile, tablet and desktop devices. You can actually predict with

reasonable accuracy how content should be delivered given the time

of the day.

Make Product Information Accessable

58% of smartphone users consulted their phones during the 2012

holiday season. (Pew Internet)

The percentage of all U.S. mobile users that accessed a social net-

work on their phone rose from 14% in September 2009 to 39% in

November 2013. (comScore)

Incorporate Call-to-Action Engagement

Beyond traditional call-to-action activities such as download buttons

and subscribes, there are also mobile specific:

Click to Call Click to Send SMS Text xxx for Coupon Map to

Destination Link to Mobile App Like Check-in on Foursquare Share on Instagram Add to Contacts Add to Passbook Add to

Calendar Buy on Google Play


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Part 3//Use Cases & ROI


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RetailAre mobile apps a relevant for brand marketing? Yep. According to

lpsos, the average smartphone and tablet owner installs approx-

imately 30 apps on their devices. A study from Adobe found that

38% of mobile app users felt like apps reinforced proximity with the

brands they trust. Mobile apps allow brand marketers to incorporate

preference driven customer interactions and mobile connectivity at

the geographical point-of-sale for a customer.

According to BI Intelligence in January 2013, 29% of mobile users

have now made a purchase with their phones. Walmart estimated that

40% of all visits to their internet shopping site in December 2012 was

from a mobile device and Bank of America predicts $67.1 billion in

purchases will be made from mobile devices by European and U.S.

shoppers in 2015.

Sephora allows customers to add their Beauty Insider Loyalty Card

on an Apple Passbook. On the day of the launch, 17,000 customers

added Beauty Insider to Passbook. 24 hours later, they had over

20,000 Passbook connections.

McDonalds France allows customers to order meals through a

mobile app and store orders in Passbook. The app has been down-

load 2 million times.


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Starbucks built an app and integrated m-payment, Apple Passbook

integration and geolocated pushes that trigger when customers are

in proximity to their favorite cafe. Starbucks also offers discounts for

Foursquare check-ins. +42M mobile payments have been recorded

since 2011.

TravelThe travel and entertainment industry was an early adopter of

SoLoMo tactics. People are increasingly turning to mobile and tablet

devices to research travel decisions and double-check bookings. The

intimacy of where people choose to stay, who they share plans with,

and demands for location based information make SoLoMo a compel-ling trend in the travel industry.

SoLoMo is also a great way for travel brands to reward brand loyalty

and stay connected with customer satisfaction issues.

Voyages SNCF created a booking app for travel that included viral

features delivering:


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A 7% of turnover credited to mobile

A vehicle to capture last minute business via

smartphone

More engagement via tablets suggesting a higher

value client 5M apps installed

Radisson Edwardian guests who check in on Facebook or Foursquareand show their phone at the front desk are eligible for check out two

hours later than regular hotel guests.

Starwood rewards customers loyalty points for booking through their

iPhone app and checking in on Foursquare / Facebook.

ServiceThe customer experience is defined as any interaction a consumer

has with the brand across marketing, sales, and service. While

ample attention is placed on the promise of boosting sales with

SoLoMo activities, its also important to focus on the lifetime value

of customers. Customer service and support can be amplified with

SoLoMo activities.

In the automotive industry, a routine maintenance at the manufacture


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service department offers a location based opportunity to encourage

customers to like the service department on social channels or

provide reviews and comments online.

SeLoger, a French real estate company launched a mobile app for

iPhones which made sharing listings on Facebook easy. Users can

share listing searches with Facebook friends and family:

According to SeLoger, 30% of all traffic to the website in

2012 came from mobile devices.

The app is designed to be fast, intuitive, and ergonomic.

Users can even set push notifications via mobile devices

based on search criteria.

BMW France has an app that automatically maps to the closest dealer-

ship based on the location of the user. They also leverage personalizedand geo-specific push notifications to keep customers engaged.


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Part 4//Creative to Execution


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Capturing the Real-Time Location of

CustomersThere are a variety of ways to identify where customers are when

they engage on mobile devices. The most relevant would be a loca-tion specific offer or call-to-action.

How do you capture the real-time location of customers?

Mobile Apps

iOS & Android geofencing

GPS activation


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Social Media Opt-In

Facebook check-in

Foursquare check-in

Mobile OS

Passbook

Google Wallet

Web Analytics

IP Address

Reverse IP Lookup

Listening

Instagram photos Text analytics on tweets and public feeds

Social Media Monitoring

The Best Way to Push Geolocated

Marketing Content to Customers

SMS

Benefit: Universal

Considerations: Costly, and sometimes perceived as intrusive

iOS or Android Push

Benefit: Free, 70% of people say they would accept notifications

Considerations: Not as intrusive

Email

Benefit: Affordable

Considerations: Low chance it will be seen in real-time

Foursquare Perk

Benefit: Simple to implement

Considerations: Limited to foursquare users


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Facebook Notifcation

Benefit: Linked to a Facebook App, Targeted

Considerations: Linked to a Facebook App, Targeted

Passbook & Google Wallet Push

Benefit: Free

Considerations: Geofenced (a virtual perimeter for a real world

geographical area)

Call

Benefit: Real-time, physical contact, great way to close deals

Considerations: Costly

TweetBenefit: Can be triggered (people who share a location or use a

hashtag)

Considerations: May not be noticed in real-time and target a

limited audience

Comments

Benefit: Personalized engagement, targeted

Considerations: Personalized engagement, targeted

A Closer Look at Mobile PushMobile Push notifications allow marketers to send (or push) infor-

mation to a mobile user without action on the part of the user or the

mobile device. Today, this is commonly done through an SMS (text

message). Mobile push notifications require users to opt-in, just likeemail notifications. The challenge with mobile push is the real-time

outbound communications can quickly be perceived as intrusive or

unwarranted, even when with the most spirited customer advocate.

Effective push notifications demand a higher degree of personaliza-

tion and relevance in order to elicit action.


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Avoiding Intrusive Messages

Push messages on mobile are subjected to the same opt-in and

opt-out logistics as email. As long as content isnt blatantly spammy

or completely irrelevant statistics suggest mobile is achieving some

impressive returns. 70% of users say they would accept invitations for push messages

when prompted to opt-in

Globally known brands report click-through rates of over 10% on

pushed content

You Can Even Target With Mobile Push

Like other channels, mobile targeting demands a robust customer

datamart and alignment between past purchase behavior and current

shopping behavior (product searches online, in-store, etc.)


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Aholds Stop & Shop Supermarket Co. has 390 stores in the Northeast.

The grocery chain piloted a mobile app called the Scan It! Mobile,

which delivers personalized offers directly to consumers mobile

phones while they shop in three of the companys Massachusetts loca-

tions. The app, designed for iPhones, also allows shoppers to tally theitems in their basket as they shop, easing the check-out process.

How to Boost SoLoMo Activity from

CustomersStrategies for enticing customers to interact via SoLoMo campaigns:

Social

Location Based Engagement

Offer Foursquare check-ins perks & badges

Incentivize Interaction

Encourage or incentivize likes, follows, comments, check-ins, hashtag

use, reviews, feedback sharing on social media, etc.

Social Media Events

Organize Facebook and Google+ Events

Local

Free Wif:

Offer free Wifi at the point of sale and naturally generate social

awareness, location information through checkins and photos, andcapture highly qualified social and mobile opt-in contacts.

Mobile

Mobile App:

Make shopping simple via mobile devices. The right content and a

personalized touch increases engagement.


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Promote Social:

Cross-promote your social presence on the mobile app and provide

incentives for engagement.

Getting Started RecommendationsAt this point, it should be pretty clear whether or not SoLoMo is right

for your business. Now you probably want to know how to get started.

The good news is, the investment is generally small (relative to other

marketing initiatives). But it can be time consuming to manage, so

its a good idea to think through how the organization will support the

effort in the long-term and be prepared to follow-through with a cohe-

sive customer experience. If your customers share personal informa-

tion such as a mobile phone number and opt-in to communications

with your brand, do something with it or dont ask for the information.

Data is the heart of every SoLoMo initiative so its important to adopt

an infrastructure that can collect and act upon customer data to auto-

mate and trigger just the right offer at just the right time. Thats why

conversational marketing platforms play a critical role. Having saidthat, the best technologies cant make up for poor campaign execu-

tion, so take the time to map out the real-time customer journey via

social, local, and mobile. Make it compelling. Ask yourself, How does

this communication help my customer?

Render For Mobile

Is your website optimized to display on mobile devices? Thats step

one. Consider utilizing a responsive design layout on your site,building on HTML5, or having multiple CSS designs. Before you start

driving mobile traffic, you want to make sure you can actually deliver

a good user experience on your main website properties.

Consider An App

Mobile apps are generally cheap to build but this isnt the field of

dreams. If you build it, they may or may not come, so make sure you


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have a target population of users that are ready to take advantage

of the app.

Register And Build A Brand Presence

Pick and choose which social media is right for your brand. Well-known:

Facebook, Foursquare, Twitter, Yelp, Instagram. Deal Networks: Groupon,

LivingSocial, Scvngr, and Google Offers.

Value-Added Offers

Create offers and promotions that make the brand interaction more

intimate, not generic. Offers should have a sense of urgency (time-

based, location based, etc.)

Final ThoughtsThis guide offered a variety of tips and tricks for actually orches-

trating social, local, and mobile campaigns that drive brand aware-

ness, increase sales, grow customer satisfaction, and reward loyalty.

If your largest competitors are starting to experiment with SoLoMo

related tactics, they will have a competitive advantage for meeting the

exceedingly high expectations for personalization from todays mobile

and connected consumers.

People love to hate the term SoLoMo because on the surface it

seems like another trendy buzz word; and it is. The term may or

may not be popular in ten years but, one thing is for sure, the trends

and technological breakthroughs that demand an orchestrated and

unique approach to social, local, and mobile marketing strategy

will profoundly change the way people engage with companies in

the future. Google expects internet use via smartphones to surpass

internet use on desktop computers by 2015. Is your organization

ready? You dont have to like SoLoMo; you have to accept it.

SoLoMo Playbook

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