solomo - a crash course
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SoLoMo A C R A S H C O U R S E
social media + location + mobile
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Why SoLoMo?
SOcial • Businesses with 100+
fans see 8% higher click-through rates.
• 125% higher
conversion rates.
LOcal • One in 5 searches
has local intent. • 80% of mobile
Internet users prefer ads locally relevant to them.
MObile • 70% of all mobile
searches result in action within one hour.
• 5.9B active mobile
devices.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Social Media Investment Levels
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
EXPERIMENTATION • TESTING THE
WATERS • NO BUDGET
ALLOCATED
ADOPTION • ACCEPTANCE • SOME BUDGET
ALLOCATED (5-7% OF MARKETING BUDGET)
INNOVATION • TESTING NEW
METHODS • LARGER BUDGET
ALLOCATED (20%+)
Social Media Investment & Perceived Risk/Confidence Levels
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
C O N F I D E N C E
HIGH
MED
LOW
MED HIGH LOW
PE
RC
EIV
ED
RIS
K
EXPERIMENTATION
ADOPTION
INNOVATION
Integration: unified approach
SoLoMo – Key Points to Understand
Adaptation: content and messaging
Quality: deals do not equal retention
Sharing: drive engagement
Relevance: contextually relevant to the user
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
SoLoMo Examples: Allstate
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
The Allstate GoodRideSM app allows users to log, plan and share their riding experiences, and receive accident support.
The Allstate Tag In app allows users to send a message, location, and set up group chat with family, and friends.
SoLoMo Examples: BCBS of Louisiana
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
BCBS of Louisiana could integrate social and local to their latest app to drive engagement and deepen loyalty.
Great example of branded content, but not SoLoMo…
SoLoMo: Vertical Potential
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Automotive Education
Events Financial
Food & Bev Government Healthcare Insurance
Media Nonprofit
Retail Transportation
Travel
SoLoMo
SoLoMo Challenge: Concept
• Concept of location
• Interaction for interaction’s sake
• Consistency and coherent growth
• Ambient awareness must not be noise
• SoLoMo app abundance and the need to adopt
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
SoLoMo Challenge: Battery Life
• Mobility and connectivity
• Issue is solvable
• Hinders developer potential
• Social centralization
• Mobile and Internet culture is here to stay
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
SoLoMo Challenge: Privacy and Ownership
• Inherent loss of privacy
• Tackling fears of control, embarrassment and feeling cheated
• Full potential dependent on willingness to share interests, location, wants and needs
• Users more aggressive and informed
• Expectation of distance and protection by consumers
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
SoLoMo: Trending Topics and the Foreseeable Future
• Contextual relevance
• Socially ambient applications
• Near field communication
• Gamification
• Social commerce
• Mobile advertising
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Objectives: Successfully launch new product in a new market; generate in-store foot traffic and sales in Tuxtla Gutiérrez, Mexico Target Audience: Youth market ages 13–24 Solutions: Establish Facebook page as campaign headquarters; generate targeted awareness and engagement; establish local relationships with sports teams; sync launch online and offline Media: Social, outdoor, radio Results: Grew targeted Facebook community from 0 to more than 11,500 in less than 6 months; over 1000 coupon downloads in first few weeks of Facebook campaign
AREA203 case study: Grito
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
**Technology sophistication challenges prohibited this from having a SoLoMo approach
Key Takeaways for SoLoMo
ü Think integration.
ü Having a solid content strategy is critical.
ü SoLoMo is more than check-in specials. ü Approach to digital marketing should evolve every
6 months or less.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Suggested Readings:
Casey Knox Director, Social Media and Public Relations
AREA203 Digital
AREA203.com | AREA2oh3.com
@AREA203Digital @CaseyMaeKnox
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
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