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for Orchestrating
Social+Local+Mobile
Campaigns
Presented by
Contents
Part 1 // A Case for SoLoMo
What is SoLoMo?
Jump On the SoLoMo Bandwagon, Space is Limited!
Trends That Transformed SoLoMo in the Last Decade
Is SoLoMo Right for Your Organization?
What Makes SoLoMo Compelling?
Goal: Unify the Customer Experience
Why Does SoLoMo Fail?
Planning: Considerations and Essential Questions
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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 culmination 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?
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 and
gaining opt-in engagement?
Strategic Considerations
The 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 optimize
SoLoMo campaigns?
Map the
Customer Journey
Support Decisions
Customer Segmentation
Content Decisions
Channel Decisions
Technical Considerations
It isnt enough to just engage customers across social channels and
encourage mobile engagement. The secret to world-class SoLoMo
campaigns is data: data for segmentation, data for offer optimization,
and data for customer insight.
Offer Management
Delivering relevant offers to relevant customers is hard enough
without the complexity of location based real-time triggers. SoLoMo
demands an automated offer engine capable of activating customer
data and matching interactions to the right offer in the right channel.
Centralized Preference Management
Centralized cross-channel opt-in management is essential for
SoLoMo. Users should be able of opt in or out of mobile contact.
Marketing Datamart
Data is the foundation of a SoLoMo campaign engine. It forms the
basis for capturing customer behavior, tracking offers, managing
customer permissions, capturing social opt-ins, capturing mobile
opt-ins, etc. All this data should flow into a rules based engine for triggering real-time offers. Aggregate data is also essential for building
a progressive profile of customer engagement and learning more
about how customers engage with the brand.
Regional and Local Tools
In a large distributed marketing function that spans many regions or
countries, local marketers have the most intimate knowledge of local
audiences. Therefore local marketers must be empowered with the tools
necessary to execute campaigns. This requires additional security and
corporate brand compliant templates within the campaign platform.
Campaign Engine
SoLoMo is conversational marketing and it demands a channel
Users: 100 million. Share mobile location based photos with friends
and family.
Users: 100 million. Helping people find great restaurants and businesses in their local area.
Retail
Are mobile apps a relevant for brand marketing? Yep. According to
lpsos, the average smartphone and tablet owner installs approximately 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.
Travel
The 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 compelling 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:
Service
The 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
BMW France has an app that automatically maps to the closest dealership based on the location of the user. They also leverage personalized
and geo-specific push notifications to keep customers engaged.
Facebook Notification
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
Tweet
Benefit: 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
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 locations. The app, designed for iPhones, also allows shoppers to tally the
items in their basket as they shop, easing the check-out process.
Promote Social:
Cross-promote your social presence on the mobile app and provide
incentives for engagement.
Final Thoughts
This guide offered a variety of tips and tricks for actually orchestrating social, local, and mobile campaigns that drive brand awareness, 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.