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SoLoMo

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SoLoMo

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SoLoMo

  1. 1. SIMON KEMP • we are social• 26 APRIL 2012 SOLOMOLOCATION-BASED MOBILE SOCIAL AND WHAT IT MEANS FOR MARKETERS
  2. 2. we are social 2
  3. 3. we are socialwe are social SOLOMO? 3
  4. 4. we are social EASILY ONE OF THE TOP 10 MOST IRRITATING MARKETING BUZZWORDS 4
  5. 5. we are social 5 SOCIAL SOLOMO
  6. 6. we are social SOLOMO HYPERBOLE IS EVERYWHERE 6 “ “SOLOMO IS THE FUTURE OF EVERYTHING
  7. 7. we are social BUT IS SOLOMO HERE TO STAY, OR IS IT JUST A LOT OF HOT AIR? 7
  8. 8. we are socialwe are social THE CONTEXT 8
  9. 9. we are social 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. 9 “ “ FastCompany
  10. 10. we are social SOCIAL MEDIA PENETRATION SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) JAN 2012 10 50% 25% 4% 18% 36% 47% 20% 36%
  11. 11. we are social MOBILE PENETRATION SOURCES: POPULATION AND URBANISATION DATA: UN (2010); INTERNET USER FIGURES: INTERNET WORLD STATS (LATEST AVAILABLE, JAN 2012); SOCIAL NETWORKING FIGURES: SOCIALBAKERS (JAN 2012) AND LATEST SITE PRESS RELEASES; MOBILE FIGURES: EXTRAPOLATED FROM ITU DATA (2010) JAN 2012 11 100% 100% 60% 100% 100% 100% 77% 86%
  12. 12. we are social 488,000,000 ( WELL OVER HALF OF ALL FACEBOOK’S USERS ) PEOPLE ACCESSING FACEBOOK THROUGH MOBILE: SOURCE: FACEBOOK , 23 APRIL 2012 12
  13. 13. we are social 1 BILLION LOCATION-BASED SERVICE USERS WORLDWIDE TODAY: SOURCE: TNS MOBILE LIFE, APRIL 2012 13
  14. 14. we are social LBS USE BY SMARTPHONE USERS SOURCE: TNS MOBILE LIFE, APRIL 2012 14 APR 2012 63% 35% 4% 5% 10% 5% 15% 61% 32% 54% 37% 5%
  15. 15. we are social 60% OF PEOPLE WHO DON’T YET USE LBS “ASPIRE TO USE IT IN THE FUTURE” SOURCE: TNS MOBILE LIFE 15
  16. 16. we are social WHY IS SOLOMO SO POPULAR? 16
  17. 17. we are social SOLOMO = REAL LIFE x THE INTERNET x REAL-TIME 17
  18. 18. we are social 18 GAMIFICATION GPS UTILITY SERENDIPITY REWARDS & DISCOUNTS SOCIAL CONNECTION TIME OPTIMISATION
  19. 19. we are social SOURCE: TNS MOBILE LIFE, APRIL 2012 19 NAVIGATION AND DIRECTION 46% 22% FINDING FRIENDS FINDING RESTAURANTS 26% CHECKING PUBLIC TRANSPORT 19% LOCATING DEALS AND DISCOUNTS 13%
  20. 20. we are social SO WHY ARE BRANDS GETTING SO EXCITED? 20
  21. 21. we are social The combination of time and context – directing people towards a deal when they can easily redeem it – unlocks a powerful tool for marketers to develop precise targeting approaches. 21 “ “ James Fergusson, TNS
  22. 22. we are social BUT SOLOMO ISN’T JUST ABOUT DEALS 22
  23. 23. we are social WHICH BRANDS ARE MAKING BEST USE OF SOLOMO? 23
  24. 24. we are social 24
  25. 25. we are social 25
  26. 26. we are social 26
  27. 27. we are social ( SOLOMO ISN’T JUST ABOUT PHONES ) 27
  28. 28. we are social BRINGS THE SOCIAL COMMUNITY TO THE CENTRE 28
  29. 29. we are social HARNESSES GPS UTILITY TO DELIVER A HUGELY AUGMENTED BRAND AND PRODUCT EXPERIENCE 29
  30. 30. we are social 30
  31. 31. we are social 31
  32. 32. we are social SYNC YOUR AMEX CARD TO YOUR FOURSQUARE ACCOUNT AND CHECK-IN FOR DEALS AND DISCOUNTS 32
  33. 33. we are social 33
  34. 34. we are social ( IT EVEN GOT OBAMA TALKING ) 34
  35. 35. we are social HARNESSES SOLOMO-POWERED CSR INITIATIVES TO DRIVE WIDESPREAD BRAND CONVERSATIONS 35
  36. 36. we are social 36
  37. 37. we are social 37
  38. 38. we are social 38 VS   VALUE THROUGH FREQUENCY HUGE ONE-OFF DISCOUNTS
  39. 39. we are social SUCCESSFULLY LEVERAGES SOLOMO DEALS TO DRIVE STORE VISIT FREQUENCY 39
  40. 40. we are social 40
  41. 41. we are social CATCH THE VIRTUAL MINI, AND IF YOU STILL HAVE IT AT THE END OF THE GAME, YOU WIN A REAL MINI 41
  42. 42. we are social 42 11,000 PLAYERS IN STOCKHOLM AVERAGE ENGAGEMENT: 5 HOURS INCREASED MINI SALES IN SWEDEN
  43. 43. we are social HARNESSES SOLOMO GAMING TO DRIVE DEEPER BRAND ENGAGEMENT 43
  44. 44. we are social 44
  45. 45. we are social 45
  46. 46. we are social TOOK PEOPLE ON A TOUR OF THE BRAND’S FAVOURITE PLACES AROUND LONDON (AND GAVE AWAY SNEAKERS) 46
  47. 47. we are social BROUGHT THE BRAND PERSONALITY TO LIFE THROUGH A SOLOMO-POWERED ‘SCAVENGER HUNT’ 47
  48. 48. we are social 48
  49. 49. we are social CHECK IN TO A HOTEL VIA JIEPANG AND EARN REAL-WORLD LOYALTY POINTS 49
  50. 50. we are social USES SOLOMO TO DRIVE LOYALTY AND ADVOCACY 50
  51. 51. we are social 51
  52. 52. we are social 52
  53. 53. we are social HARNESSES TIMELY LOCATION- BASED DEALS TO INCREASE CART SIZE 53
  54. 54. we are social WHAT CAN WE LEARN FROM THESE BRANDS? 54
  55. 55. we are social START WITH PEOPLE, NOT TECHNOLOGY 55 >
  56. 56. we are social SHARING MUST BE ABOUT AUDIENCE BENEFIT 56
  57. 57. we are social ADD VALUE THROUGH UTILITY 57
  58. 58. we are social KEEP A SIMPLE FOCUS 58
  59. 59. we are social BUILD RELATIONSHIPS, NOT SPECTACLE 59 >
  60. 60. we are social WHAT’S NEXT FOR SOLOMO? 60
  61. 61. we are social SOLOMO x NFC PAYMENT 61 $
  62. 62. we are social AUTO ‘LIFE LOGGING’ 62
  63. 63. we are social DISTRIBUTED MASS-SOCIAL EXPERIENCES 63
  64. 64. we are social HOW CAN BRANDS GET STARTED IN SOLOMO TODAY? 64
  65. 65. we are social RIGHT PEOPLE RIGHT ACTIVITIES RIGHT PLACES RIGHTS TIMES 65 R 4  
  66. 66. we are social DEFINE YOUR AUDIENCE SELECTIVELY – BIGGER DOESN’T ALWAYS MEAN BETTER 66
  67. 67. we are social BUILD ACTIVITIES AROUND WHAT THAT AUDIENCE WILL FIND VALUABLE 67
  68. 68. we are social 68 GAMIFICATION GPS UTILITY SERENDIPITY REWARDS & DISCOUNTS SOCIAL CONNECTION TIME OPTIMISATION
  69. 69. we are social IDENTIFY THE PLACES AND CONTEXTS IN WHICH YOUR ACTIVITY HAS RELEVANCE 69
  70. 70. we are social IDENTIFY WHICH TIMES THE ACTIVITY WILL HAVE MOST IMPACT, AND FOR HOW LONG 70
  71. 71. we are social MEASURE YOUR PROGRESS AGAINST OBJECTIVES AND OPTIMISE AS YOU GO 71
  72. 72. we are social SO,SOLOMO OR NONONO? 72
  73. 73. we are social SOLOMO IS DEFINITELY MORE THAN JUST LOTS OF HOT AIR… 73
  74. 74. we are social …BUT WE STILL HAVE PLENTY TO DO BEFORE WE CAN DELIVER SOLOMO’S FULL POTENTIAL 74
  75. 75. SIMON KEMP MANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG

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