What about SoLoMo?
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Transcript of What about SoLoMo?
@ShannonEastman
TitleSubtitle#SoLoMo - Leveraging Social,
Location and Mobile to increase revenues or lower the cost of business.
November 2010
@ShannonEastman
Contents:• SoLoMo in my perspective
• SoLoMo Players
• SoLoMo Trends
• SoLoMo Behaviour
• SoLoMo Marketing
• SoLoMo and Privacy
• Brands and SoLoMo Success
• Biggest Opportunities
@ShannonEastman
SoLoMo location in my perspective:End User Merchants & Brands
What is it?
Mobile App (game) let’s me check-in to physical locations alerting my community to my location, sometimes activity and opening me up to perks.
Mobile App allows me to connect end users with the Point Of Purchase (POP) where I can promote, sell, acquire data.
How do I use it?
2. I’m here. If I return enough, my status will get me cool stuff.
3. I leave comments and photos of my experience at locations.
4. I check out what my friends have been doing and when they were here last.
5. I can have fun with the purchases I make and the places I visit through gaming
2. In – app advertising 3. Time + Location + POP = Promotion4. Acquire reviews, feedback, consumer data
Promote trials, attract new audience 5. Group of users check-in to a location, group
of users all receive deal. 6. Digital Loyalty, CRM integration: more times
you check in, better the deal. 7. Cross promote, Make suggestions based on
end user history. 8. Community engagement! “I’m covering this
event… what should I ask them?”9. Charity. Check in to location and location
makes a donation to charity.
“It makes Foursquare into a kind of real world Pop-Up Video.” -TechCrunch
@ShannonEastman
@ShannonEastman
Bigger SoLoMo Players: What is it : Privacy Settings: Total Users:
Foursquare Foursquare is a location-based mobile platform that makes cities easier to use and more interesting to explore.
http://foursquare.com/privacy/
6.5 million users as of February 2011.
Some stats suggest 7.5million users. Facebook Places
(Place page) Facebook feature to: see where your friends areshare your location See who is nearby Tell friends places you
visit,reviewsRead your friends reviews
http://www.facebook.com/settings/?tab=privacy
30 million users
Source: BusinesInsider.com
@ShannonEastman
The Smartphone is here to stay:
100.9m Smartphones vs. 92.1m PCs - Sold Q4, 2010
Estimated sales of Smartphones by end
2011 = 500 mil l ion
>28 mil l ion expected to be sold in 2011.
15 mil l ion iPads sold in 2010. 1 mil l ion iPad
2s were sold in f irst three days of launch.
@ShannonEastman
Smartphone market in The EU:
8
@ShannonEastman
But who uses SoLoMo?
• Since Facebook Places launched in August Foursquare’s registered users have doubled to 7.5 million2
• According to a recent survey, 39% of social network users who own a mobile internet device use SoLoMo-location3
• In the same survey 19.2% of respondents said they used SoLoMo-location to let friends know where they were at least daily. 15% Checked in at locations daily
• There are, however, still widespread concerns over the loss of privacy, hacking issues and other safety issues. Women tend to be more worried than men; older users more than younger ones
@ShannonEastman
Smartphones AND SoLoMo apps:
Top Five Free Apps SoLoMo Apps in Top Ten
Marketshare
Apple – iOS Facebook, Pandora Google Mobile Shazam Flixster
28%
Android Kindle App Layar Relality Browser – AugRe
Places Directory
*Neither app allows you to check-in
27%
@ShannonEastman
Mobile user behaviour:
% Share of browser and application users
@ShannonEastman
Mobile user behaviour:
@ShannonEastman
Mobile user behaviour:
@ShannonEastman
SoLoMo Marketing in practice:
Source: Crunchbase, CNET
@ShannonEastman
@ShannonEastman
The 21st century loyalty card
The Loyalty Card The 21st Century Loyalty Card
After good customer service (34%) relevant personalised rewards (30%) ) were cited as the aspect most likely to encourage people to spend more1
SoLoMo-location allows loyalty and POS rewards that are SoLoMographically tailored to a customer’s needs
96% of UK population belong to a reward scheme. 64% belong to 3 or more. These are largely shop and supermarket-based schemes1
Now brands can get involved in loyalty schemes in a way that has only really been open to shops and supermarkets up until now
UK consumers feel that loyalty rewards are more valuable in a recession. 90% of UK adults now use recession-busting shopping strategies when shopping1
SoLoMo is fun, it’s social. In tough economic times this game element to purchase can be an important incentive
@ShannonEastman
Social gaming and SoLoMo
• In December 2010, Farmville and Cityville received a combined 130 million monthly visitors 10
• And social gaming is not exclusive to teens and young males. The biggest audience for social gaming is actually mothers in their 30s and 40s
• Among the new features on Foursquare 3.0 is an improved competitive gaming element with friends:
A game to compete with friends where points can be earned for a number of different activities (check-ins, trying new things, meeting up with old friends)
Businesses will now be able to offer Special deals to Swarms, Groups of friends, Regulars, Newbies, Mayors, or simply to everyone
• New SoLoMo-gaming initiatives are appearing all the time. A new way of interacting with a sophisticated 21st Century consumer
@ShannonEastman
Social buying and SoLoMo
• In tough economic times consumers are seeking bargains and looking for innovative and economic ways to shop
• Groupon, the social buying site, has grown its subscriber base to over 50 million users11
• Facebook Deals, a tie-in with Facebook Places, launched in November of 2010 offers the benefits of Groupon but using SoLoMo-location to target the offers
• Foursquare 3.0 has also introduced a new, more social, tab to help consumers find new places to shop and brands to purchase. Tailored suggestions are based on where friends have eaten, what’s popular with other users, day of the week etc.
@ShannonEastman
Brands and SoLoMo success:
How:Earn ‘barista’ badges after checking in to five different storesNational $1 Frappuccino for Mayors
Why: •Acquire customer feedback• Rewards loyal customers
Results:•Increase in Check-Ins at Starbucks locations of 50%12
How:Tips on Foursquare that share historical facts upon check-in, lead to exclusive offers and a chance to win
Why: •Creating brand awareness to support new TV series
Results:•Campaign is ongoing and results as yet unknown
How:Create incentives for users to explore campus, rate stores, restaurants, other venues
Why: •Engage w/ friends, professors and colleagues in new ways•Benefit students
Results:Harvard claims its community now engages with friends, professors, and colleagues in new ways 13
@ShannonEastman
Biggest opportunities with SoLoMo:
• Reaching consumers when they’re next to the Point of Purchase
• Convergence of data: Suggestions based on previous history. If you’re buying this, this goes with that, QR code. Rate. Recommend. Share.
• Marketer conducts sales without consumer talking to a sales person
@ShannonEastman
SoLoMo today:
Places you might l ike – recommendations based
on previous check-in history
Location based chat.
Apps to compliment UGC to share at check-in. Eg.
Instagram allows users to post photos to check-ins.
2mil l ions users in 4.5 months.
Auto check-ins
Location Based Engagement
@ShannonEastman
Consider this: 2. Do we fully appreciate what the user really wants?
4. Should we be rewarding check-ins? Or should we be rewarding something tied to profit?
6. What happens to your targeted marketing when ‘proximity’ joins the party? Is the consumer that happens to be nearby someone you would typically target? If not, do we care?
8. There are buckets of customers not checking in. SoLoMo can be part of a campaign to address a segment, but let’s remind ourselves that not all customers are checking-in.
@ShannonEastman
Shannon EastmanManaging Director
077 2031 2585
@[email protected]/in/ShannonEastman
Thank you.
@ShannonEastman
Sources:
• http://www.loyaltyleaders.org/facts.ph• http://blog.foursquare.com/2011/03/08/foursquare-3• http://www1.emarketer.com/%28S%28raex1eitfd2w0u55wy4hr0jr%29%29/Article.aspx?R=1007840&AspxAutoDetectCookieSupport=1• http://www.theregister.co.uk/2011/02/08/idc_smartphone_pc_shipments/ • http://nexus404.com/Blog/2010/12/27/smartphone-sales-expected-to-reach-500-million-units-in-2011-half-a-billion-smartphones-expected-to-be-sold-next-year/• http://www.theinquirer.net/inquirer/news/1732170/forecast-predicts-million-ipad-sales-2011
• http://blog.nielsen.com/nielsenwire/online_mobile/who-is-winning-the-u-s-smartphone-battle/• http://www.onlinemarketing-trends.com/2011/01/eu-smartphone-market-top-5-statistics.html
• http://www.techwatch.co.uk/2011/03/10/android-booms-1600-year-on-year-in-europe/
• http://techcrunch.com/2010/12/28/zynga-cityville-farmville/ • http://www.physorg.com/news/2011-01-groupon-mln-funding.html • http://blog.foursquare.com/2010/07/07/782560078/ • http://news.harvard.edu/gazette/story/2010/01/harvard-and-foursquare/