This is the second edition of We Are Social's guide to using SoLoMo to drive brand engagement on the go. It features case studies from around the world, statistics to back up the SoLoMo business case, predictions for the future of SoLoMo, as well as a guide to getting started in SoLoMo today. For more info, please email us at sayhello@wearesocial.sg, or contact us on twitter: http://twitter.com/wearesocialsg

1. SOLOMOJO
LOCATION-BASED MOBILE SOCIAL
AND THE FUTURE OF MARKETING
SIMON KEMP • we are social • JANUARY 2013

2. SIMON KEMP
@ESKIMON

3. 3

4. LONDON
MUNICH
NEW YORK PARIS
MILAN
SINGAPORE
SÃO PAULO
SYDNEY
4

5. 5

6. </SALES PITCH>
6

7. SOLOMO?
7

8. EASILY ONE OF THE TOP 10 MOST
IRRITATING MARKETING BUZZWORDS
8

9. SOCIAL
SOLOMO
9

10. “ SOLOMO IS
THE FUTURE OF
EVERYTHING
“
WHEN IT COMES TO SOLOMO,
HYPERBOLE IS EVERYWHERE
10

11. BUT SOLOMO ISN’T A
MAGICAL ‘SILVER BULLET’
11

12. …IT’S JUST ONE MORE – ALBEIT VERY POWERFUL –
ADDITION TO THE MARKETING TOOLKIT
SAW ICON C/O JOHN BRÜGGEMANN, THE NOUN PROJECT 12

13. BUT IS SOLOMO JUST A LOT OF
HOT AIR, 0R IS IT HERE TO STAY?
13

14. THE CONTEXT
14

15. “
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.
“
Howard Linzon, Dec 2011
15

16. 8776 8762
9361937 39273093987230292 8723 98787234587623459
7 254427 29203292729283623 34876 34589456098459873
4
78276282927352412 7623 76236745348627635 76234
62348723476234 90834509234098238 8572 03897458976234958
87560349809823940 762
394857298264359 8736456234587243 68395 86908734509873245
3458763847652347 62345987458973549 98490803499832409
0
45085698734569872 38920909234098234
98234
34
2 3478676554764389 62349 23476234972384762
35473465987340598 73245974560982837 3
9 3495873245213489 6230 97245908762349762
56703495872387230 23409 84508973458762358 8620
23782872379724 97369742698234976 94861 34978623948623947
8612409723498612
97623645234765888
SOME NUMBERS
3498612349876349
74783476438748763
78623498623947623
48763987298123982
98736456234587243
43783 92479874184862763
8756 03498098239408572
534
0
5
5 09839485729826435 76234 59874589735496839
45609845987345874 45698 72345876384765234 4982
7623495876234 05897234508569873 76438 93892090923409823
34059823478676554 7628
450987324576234 78678635473465987 21348 97324597456098283
3850956703495872 38723093495873245 98745897354968395
86
8034998324090294 62345
4508569873456987 23458763847652347 09092340982349823
49
23495876234058972
3 93892
3547346598734059 82347867655476438 97456098283762349
98732457623478678
6 73245
87230 93495873245213489 23458
4998324090294 38509567034958723 58972 34508569873456987
4560982837628974 58976234958762340 35473465987340598
234
2452134897324597 34509873245762347
86786 4
7354968395869087 70349587238723093
2347623459874589 83240902943850956
16

17. SOLOMO
17

18. SOCIAL MEDIA USERS WORLDWIDE TODAY:
1,720,000,000
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

19. JAN
2013 TOP SOCIAL NETWORKS BY ACTIVE USERS
FACEBOOK 984 M
QZONE 598 M
SINA WEIBO 287 M
TENCENT WEIBO 277 M
PENGYOU 259 M
NUMBERS REPRESENT MONTHLY ACTIVE USER ACCOUNTS. SOURCES: LATEST SITE-REPORTED ACTIVE USER FIGURES, AS AT JAN 2013 19

20. ASIA IS HOME TO
51%
OF ALL THE WORLD’S
SOCIAL MEDIA USERS
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 20

21. JAN
2013 SOCIAL NETWORK USERS
PAKISTAN: CHINA: 53%
26M 23%
35M
FACEBOOK QZONE 598M
41%
SOUTH KOREA: JAPAN:
BANGLADESH: CYWORLD TWITTER
4%
8M FACEBOOK
HONG KONG:
FACEBOOK
INDIA:
FACEBOOK
3.4M
2% 4.0M
56% 56%
13M TAIWAN:
FACEBOOK
63M
5% THAILAND: VIETNAM:
FACEBOOK 25%
18M 11M
9% FACEBOOK
PHILIPPINES:
MALDIVES:
FACEBOOK
29%
30M FACEBOOK
MALAYSIA:
1.5M
7% FACEBOOK 45%
14M
0.1M
34%
SRI LANKA: 2.9M
54% INDONESIA:
FACEBOOK
FACEBOOK FACEBOOK
OTHER PLATFORM SINGAPORE:
FACEBOOK
52M
18%
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
21
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)

22. JAN
2013 SOCIAL NETWORK PENETRATION IN ASIA
62%
57% 56%
55%
53%
47%
44%
36% 35%
GLOBAL
29%
27% 27% AVERAGE
23%
21%
16%
12% 11%
7% 7%
5% 5% 4% 4%
2%
N/A
BRUNEI
TAIWAN
HONG KONG
MACAO
MALDIVES
PHILIPPINES
JAPAN
THAILAND
BHUTAN
CAMBODIA
INDIA
LAOS
PAKISTAN
BANGLADESH
MYANMAR
INDONESIA
VIETNAM
SINGAPORE
SRI LANKA
MONGOLIA
ASIA
MALAYSIA
CHINA
NEPAL
S KOREA
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
22
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)

23. FACEBOOK MOBILE USERS WORLDWIDE:
604,000,000
SOURCE: FACEBOOK, JAN 2013 23

24. SOLOMO
24

25. LOCATION-BASED SERVICE
USERS WORLDWIDE TODAY:
1 BILLION
SOURCE: TNS MOBILE LIFE, APRIL 2012 25

26. SEP
2012 PHONE USERS’ WILLINGNESS TO USE LBS
CHINA
26% 14%
PAKISTAN 50%
SOUTH JAPAN
26% KOREA
HONG KONG
INDIA 26% 43%
THAILAND
TAIWAN
32%
58%
52%
27%
VIETNAM
MALAYSIA 49% PHILIPPINES
22% INDONESIA
SINGAPORE 71%
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT WEARESOCIAL.SG. FIGURES REPRESENT THE LATEST SITE-REPORTED REGISTERED USERS FOR THE
26
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)

27. 62%
OF PEOPLE WHO DON’T YET USE LBS
“ASPIRE TO USE IT IN THE FUTURE”
SOURCE: TNS MOBILE LIFE (SEP 2012) 27

28. SOLOMO
28

29. MOBILE SUBSCRIBERS AROUND THE WORLD:
6,300,000,000
SOURCE: ERICSSON TRAFFIC AND MARKET REPORT, INTERIM UPDATE (AUG 2012) 29

30. (
)
GLOBALLY, MORE PEOPLE
OWN A MOBILE PHONE
THAN OWN A TOOTHBRUSH
SOURCE: MOBILE MARKETING ASSOCIATION OF ASIA 30

31. OCT
2012 MOBILE PENETRATION
234%
214%
147%
140% 139%
130%
124%
118% 117% GLOBAL
110% 109% 106%
100%
AVERAGE
94% 93%
88%
83% 82%
78% 78%
70%
63% 62%
45%
5%
NEPAL
MACAO
HONG KONG
SINGAPORE
MALDIVES
BRUNEI
S KOREA
TAIWAN
THAILAND
JAPAN
PHILIPPINES
CHINA
BHUTAN
BANGLADESH
CAMBODIA
PAKISTAN
INDIA
MYANMAR
LAOS
INDONESIA
VIETNAM
SRI LANKA
MONGOLIA
ASIA
MALAYSIA
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
31
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)

32. OCT
2012 MOBILE SUBSCRIPTIONS
54M 135M
PAKISTAN CHINA 1,047M
SOUTH KOREA JAPAN
118M BANGLADESH
HONG KONG
INDIA 102M 15M 29M TAIWAN
934M
THAILAND 79M VIETNAM
127M
MALDIVES 97M PHILIPPINES
MALAYSIA 35M
0.5M 19M
SRI LANKA 7.8M
INDONESIA
SINGAPORE
270M
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
32
OF INFORMATION & COMMUNICATIONS (BHUTAN) (JUN 2012); THE COMMUNICATIONS AUTHORITY OF THE MALDIVES (JUN 2012); MINISTRY OF COMMUNICATIONS, POSTS & TELEGRAPHS (MYANMAR) (FEB 2012)

33. NUMBER OF MOBILE INTERNET
USERS IN ASIA BY END 2012:
794,000,000
SOURCE: EMARKETER ESTIMATE (AUG 2012) 33

34. 89%
OF SMARTPHONE OWNERS USE
THEIR DEVICES AT RETAIL STORES
SOURCE: NIELSEN SMARTPHONE ANALYTICS (DEC 2011) 34

35. JUN
2012 USE OF MOBILE WALLET SERVICES
31%
26% 26%
25%
15% 15%
7%
4%
2%
1% 1% 1% 1%
HONG KONG
JAPAN
SINGAPORE
TAIWAN
PAKISTAN
PHILIPPINES
THAILAND
VIETNAM
MALAYSIA
CHINA
S KOREA
INDIA
INDONESIA
SOURCE: TNS MOBILE LIFE (JUN 2012) 35

36. SO + LO + MO =
A POWERFUL
COMBINATION
36

37. CONVERSATION x CONTENT
x CONTEXT x CONVENIENCE
37

38. GAMIFICATION
SOCIAL
SERENDIPITY
CONNECTION
TIME REWARDS &
OPTIMISATION DISCOUNTS
GPS UTILITY
38

39. 46% 26% 22% 19% 13%
NAVIGATION FINDING FINDING CHECKING PUBLIC LOCATING DEALS
AND DIRECTION RESTAURANTS FRIENDS TRANSPORT AND DISCOUNTS
SOURCE: TNS MOBILE LIFE, APRIL 2012 39

40. 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

41. BUT WHY ARE BRANDS
GETTING SO EXCITED?
41

42. “The combination of time and context
unlocks a powerful tool for marketers to
develop precise targeting approaches.
“
James Fergusson, TNS
42

43. 9 IN 10
MOBILE SEARCHES
LEAD TO ACTION
SOURCE: SEARCHENGINELAND 43

44. 91%
OF MOBILE INTERNET USERS
GO ONLINE TO SOCIALISE
SOURCE: RUDER FINN 44

45. MOST IMPORTANTLY, SOLOMO
DRIVES BEHAVIOUR CHANGE
45

46. BUT AVOID JUMPING ON THE SOLOMO BANDWAGON
SIMPLY BECAUSE YOUR COMPETITORS OR PEERS HAVE
WAGON ICON C/O LUIS PRADO, THE NOUN PROJECT 46

47. CHECK IN TO REDEEM A SHARE WITH
A LOCATION ‘SPECIAL DEAL’ NETWORKS
…AND TRY TO AVOID THIS KIND OF LAZY APPROACH
47

48. LASTING AUDIENCE ENGAGEMENT
REQUIRES A BIT MORE THINKING
48

49. SO WHICH BRANDS
ARE MAKING BEST
USE OF SOLOMO?
49

50. 50

51. 51

52. 52

53. 53

54. 54

55. HARNESSES GPS UTILITY TO DELIVER A HUGELY
AUGMENTED BRAND AND PRODUCT EXPERIENCE
55

56. VIA
INCREASES FREQUENCY BY MAKING
EACH RUN MORE REWARDING
56

57. …AND THE AUDIENCE IS
WILLING TO PAY FOR IT
57

58. 58

59. 59

60. 60

61. 61

62. 62

63. HARNESSES SOLOMO-POWERED CSR INITIATIVES
TO DRIVE WIDESPREAD BRAND CONVERSATIONS
63

64. VIA
INCREASES FREQUENCY BY
CREATING NEW USAGE OCCASIONS
64

65. 65

66. 66

67. VIA
INCREASES FREQUENCY BY
REWARDING FREQUENCY OF VISIT
67

68. 68

69. 69

70. 11,000 PLAYERS IN STOCKHOLM
AVERAGE ENGAGEMENT: 5 HOURS
DOUBLED MINI SALES IN SWEDEN
COMMUNITY ICON C/O THE NOUN PROJECT 70

71. HARNESSES SOLOMO GAMING TO
DRIVE DEEPER BRAND ENGAGEMENT
71

72. VIA
INCREASES PENETRATION BY
STRENGTHENING BRAND AFFINITY
72

73. 73

74. 74

75. USES SOLOMO TO DRIVE
LOYALTY AND ADVOCACY
75

76. VIA
INCREASES PENETRATION BY
HARNESSING PEER ENDORSEMENT
76

77. 77

78. 78

79. 79

80. BRINGS THE BRAND PERSONALITY TO LIFE
THROUGH A SOLOMO ‘SCAVENGER HUNT’
80

81. VIA
INCREASES PENETRATION BY
HARNESSING PEER ENDORSEMENT
81

82. 82

83. 83

84. 84

85. TELLING RICH BRAND STORIES
WITH GEO-SOCIAL CONTENT
85

86. VIA
INCREASES PENETRATION BY
HARNESSING PEER ENDORSEMENT
86

87. 87

88. RFID TAGS SHOPPER TAKES RFID TAG INFO ABOUT THE
ATTACHED TO GARMENT TO TRIGGERS TUNE SENT TO
GARMENT LABELS FITTING ROOM RELEVANT TUNE NEARBY PHONE
88

89. 89

90. 47,000 SONGS RECOMMENDED
84% AVERAGE CLICK-THROUGH
21% UPLIFT IN PAID DOWNLOADS
90

91. USES CONTEXTUAL TARGETING TO ESTABLISH
AWARENESS AND BUILD PERSONAL RELEVANCE
91

92. VIA
INCREASES PENETRATION BY
DRIVING CONTEXTUAL TRIAL
92

93. ?
THERE COULD HAVE BEEN A
STRONGER SOCIAL ELEMENT THOUGH…
93

94. 94

95. 95

96. USE A SOCIAL LAYER TO ADD AUDIENCE
VALUE AND HELP SPREAD THE WORD
MEGAPHONE ICON C/O MICHELE ZORZETTO, THE NOUN PROJECT 96

97. 97

98. 98

99. HARNESSING TIMELY LBS-DRIVEN
DEALS TO INCREASE CART SIZE
99

100. VIA
INCREASES CONSUMPTION BY
CROSS- AND UP-SELLING
100

101. SOLOMO IS EVEN RELEVANT
TO TOILET TISSUE BRANDS
101

102. 102

103. CHARMIN’S ‘SIT OR SQUAT’ APP ASKED PEOPLE TO
LOCATE AND RATE PUBLIC BATHROOMS ACROSS THE USA
103

104. HARNESSING LOCATION-SPECIFIC COMMUNITY
REVIEWS TO ADD REAL AUDIENCE VALUE
COMMUNITY ICON C/O THE NOUN PROJECT 104

105. ?
BUT HOW DOES THAT ADD TO THE BOTTOM LINE?
SORRY, TERRIBLE PUN!
105

106. VIA
INCREASES PURCHASE FREQUENCY BY
STRENGTHENING BRAND AFFINITY
106

107. …I.E. IT’S THE BRAND YOU REMEMBER WHEN
YOU FINALLY GET TO THE TOILET TISSUE AISLE
107

108. WHAT CAN WE
LEARN FROM
THESE BRANDS?
108

109. SOLOMO ISN’T JUST ABOUT DEALS
109

110. …NOR IS IT ROCKET SCIENCE
110

111. >
START WITH PEOPLE, NOT TECHNOLOGY
PERSON ICON C/O THE NOUN PROJECT 111

112. SHARING MUST BE ABOUT AUDIENCE BENEFIT
112

113. ADD VALUE THROUGH UTILITY
113

114. KEEP A SIMPLE FOCUS
114

115. >
BUILD RELATIONSHIPS, NOT SPECTACLE
115

116. WHAT’S NEXT
FOR SOLOMO?
116

117. $
1. INTEGRATED PAYMENTS
117

118. APPLE PASSBOOK
118

119. 2. AUTO ‘LIFE LOGGING’
119

120. THE ‘QUANTIFIED SELF’ MOVEMENT
120

121. 3. DISTRIBUTED MASS EXPERIENCES
121

122. ARMIN VAN BUUREN’S ‘A STATE OF TRANCE’
122

123. HOW CAN YOU
GET STARTED IN
SOLOMO TODAY?
123

124. R
5 RIGHT REASONS
RIGHT PEOPLE
RIGHT ACTIVITIES
RIGHT PLACES
RIGHT TIMES
124

125. BUILD EVERYTHING AROUND
A CLEAR BUSINESS OBJECTIVE
COMMUNITY ICON C/O THE NOUN PROJECT 125

126. DEFINE YOUR AUDIENCE SELECTIVELY –
BIGGER DOESN’T ALWAYS MEAN BETTER
COMMUNITY ICON C/O THE NOUN PROJECT 126

127. BUILD ACTIVITIES AROUND WHAT
YOUR AUDIENCE WILL FIND VALUABLE
127

128. GAMIFICATION
SOCIAL
SERENDIPITY
CONNECTION
TIME REWARDS &
OPTIMISATION DISCOUNTS
GPS UTILITY
128

129. IDENTIFY THE PLACES AND CONTEXTS
IN WHICH YOUR ACTIVITY HAS RELEVANCE
129

130. IDENTIFY WHICH TIMES THE ACTIVITY WILL
HAVE MOST IMPACT, AND FOR HOW LONG
130

131. MEASURE YOUR PROGRESS AGAINST
OBJECTIVES AND OPTIMISE AS YOU GO
131

132. HOW CAN YOU
GET STARTED IN
SOLOMO TODAY?
132

133. USE THESE SOLOMO APPS TO HELP
BUILD YOUR OWN PERSONAL BRAND…
133

134. SONAR.ME
134

135. HIGHLIGHT
135

136. USE SOLOMO TO FIND AND MEET THE
INTERESTING PEOPLE AROUND YOU
136

137. KEEP LOOKING
KEEP LISTENING
KEEP LEARNING
137

138. SOLOMO OR NONONO?
138

139. SOLOMO IS DEFINITELY MORE
THAN JUST A LOT OF HOT AIR…
139

140. …BUT WE STILL HAVE PLENTY TO DO BEFORE
WE CAN DELIVER SOLOMO’S FULL POTENTIAL
140

141. 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.

142. SIMON KEMP
MANAGING DIRECTOR, SINGAPORE
@ESKIMON
DJESKI
+65 9146 5356
SIMON.KEMP@WEARESOCIAL.SG
HTTP://WEARESOCIAL.SG