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A Practical Guide

for Orchestrating
Social+Local+Mobile
Campaigns

Presented by

The SoLoMo Playbook


A Practical Guide
for Orchestrating
Social+Local+Mobile
Campaigns

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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Part 2 // Lets Get Practical. Lets Get Tactical


Strategic Considerations
Technical Considerations
A Melting Pot of SoLoMo Goodness
Adapting Digital Content For Mobile Usage

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14
15
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Part 3 // Use Cases & ROI


Retail19
Travel20
Service21

Part 4 // Creative to Execution


Capturing the Real-Time Location of Customers
The Best Way to Push Geolocated Marketing Content to Customers
A Closer Look at Mobile Push
How to Boost SoLoMo Activity from Customers
Getting Started Recommendations
Final Thoughts

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25
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Part 1 // A Case for SoLoMo

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?

Jump On the SoLoMo Bandwagon, Space


is Limited!
There are loads of resources and infographics chalk full of statistics about what makes SoLoMo compelling. But there are only a
handful of trends that truly validate and justify SoLoMo engagement.
This guide will focus on practical and tactical strategies for actually

engaging prospects in an orchestrated methodical way across social,


local, and mobile channels.

Trends That Transformed SoLoMo in the


Last Decade
The Rise of Smartphones and Tablets
There are almost 6 billion active mobile phones in the world; thats
one for every person on earth. The number of people accessing
the internet from smartphones, tablets and other mobile devices
will surpass the number of users connecting from a home or office
computer by 2015. (Google)
Precision in Local Search Results
Half of all local searches are performed on mobile devices. 80% of
mobile internet users would prefer ads locally relevant to them. (JWIRE)
Social Went Mainstream
Facebook has 1.1B users
worldwide!
66% of brand mentions on
Twitter come from mobile.
600M YouTube views come
from mobile each day.
Social + Local Sites &
Features
Internet Connectivity
The availability of free mobile
hotspots and internet connected
phones has reached a tipping

point. Smartphones, low-priced data plans, and high-speed mobile


networks (4G) shifted SoLoMo from a concept to a reality.

Is SoLoMo Right for Your Organization?


SoLoMo engagement isnt necessarily compelling for every organization. But if the answer is yes to two or more of these considerations,
the tactics that follow will help you kick-start the relevance multiplier
for engaging your target audience.
You Should be Concerned About SoLoMo If
You send email campaigns
Your brand has a presence on social media
Your organization has, or proposed to have, a mobile app
Your organization uses Passbook as a communication channel
Your top competitors have established a meaningful presence on
social or mobile channels
You want to improve the cross-channel experience of your
customers
You strive for real-time marketing and immediacy of interactions
between your brand and your customers

What Makes SoLoMo Compelling?


SoLoMo represents the cross-roads of cross-channel engagement
and real-time interaction. It allows organizations to deliver relevant
engagement with a brand simultaneously in the digital and real world.
Well define this online and offline engagement as contextual relevance. It delivers a consistent and engaging experience regardless
of where a customer or prospect interacts with a brandthe website,
an email, a local store, etc. It allows marketers to offer deeply personalized content at just the right time in just the right channel.

In theory, SoLoMo encompasses all the same principles we have


been applying for years to primary channels like the web and email,
but now the smartphone makes it possible to apply these principles
to the real world for highly relevant brand interactions. It means realtime personalization can now be delivered in context. Brands are no
longer constrained by the confines of a static computer, but rather
the dynamically relevant context of a consumer purchase decision
wherever the user is.

Goal: Unify the Customer Experience


SoLoMo blends the online and offline world to provide just the right
information or offer regardless of where a consumer is located. Its
about delivering highly relevant interactions that re-enforce a consistent customer experience online and offline.

Interactions with the Brand

These orchestrated interactions


demand a systematic and methodONLINE
OFFLINE
Website
Stores
ical strategy for
Email
Agencies
SoLoMo and a
Social Media
Resellers
technology infraUser Reviews
Interactive Ads
structure that
SMS
Events
blends data on
Mobile Apps
every inbound
and outbound
interaction across
communication channels. Customer data should be centralized and
activated through a rules based conversational marketing engine that
can trigger time sensitive and optimized offers or communications
across relevant channels.

Why Does SoLoMo Fail?


Failure to align cross-channel engagement results in fragmented
campaigns across fragmented channels. As a result, the brand
suffers from lack of consistency, potential communication fatigue,
and a lack of unified preference management. Lack of cohesiveness
leads to poor customer experiences and customers will quickly be
wishing for no more (No-Mo) irrelevant offers.
SoLoMo isnt about
making the brand intrusive or increasing brand
exposure. Your target
audience shouldnt feel
like they are navigating
a room full of mousetraps baited by irrelevant
brand offers.
Its about fostering a
relationship with your target audience that demonstrates:
1. You understand their needs and desires
2. You respect their preferences
3. You want to earn a long-term relationship with your brand, not a
one-off single purchase

Planning: Considerations and Essential


Questions
Social = Decisions and Considerations for Social Media
Engagement
Choosing Social Sites
Do your customers use popular sites like Facebook and Twitter? Is it
appropriate to reward location based engagement from these sites?

Location Based Social


Does it make sense to brand on location based social networks
like foursquare?
Communication
Do you have a strategy for curating value-added content and
interactions?
Monitoring
Can you actively monitor real-time engagement and react immediately to changes in sentiment.
Local = Decisions and Considerations for Location Based Offers
Push or Pull
How will you trigger location based interaction? By in-store proximity?
Check-ins? Etc.
Relevance Triggers
Do you have access to data that can be used to infer buying intent
and trigger offers in real-time?
QR Code Integration
Does it make sense to engage your customers via QR codes?
Digital Signage
Is it appropriate to entice real-time mobile interactions via in-store
digital signage?
Mobile = Decisions and Considerations for Mobile Engagement
Connectivity
Does your target audience have access to mobile enabled smartphones and tablets?
Devices
What operating system(s) will you optimize for? Android, iOS, or both?

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?

Part 2 // Lets Get Practical.


Lets Get Tactical

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

agnostic rules based engine for planning, targeting, executing and


measuring campaigns.
Social Media Monitoring and Analytics
Quality content and offers are likely to expose the brand across new
networks of like minded individuals. Tools to monitor activity and
sentiment are essential.

A Melting Pot of SoLoMo Goodness


Local and Mobile Enabled Social Media Sites
Today, the most compelling social media sites are quite literally made
for local and mobile engagement. There are no social or mobile
silos. Social offers fully integrated SoLoMo capabilities and access
to hundreds of millions of target buyers who actively participate in
mobile and local interactions.

Users: 1.1 billion. 50% of Facebooks traffic comes from mobile


devices. Facebook also supports location based posts.

Users: 500 million. 60% of Twitters traffic comes from mobile


devices. Twitter also supports location-based ads.

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.

Users: 20 million. A location based social networking website for


mobile devices.

Adapting Digital Content For Mobile Usage


In 2013, Google predicated that over the next 3 years, mobile
devices will overtake desktop computers as the most common way
to access the internet. The thing is, mobile devices are smaller and
they demand a simplistic and responsive design. This can be accomplished in two ways:
Responsive Design: If your users expect a similar look and feel to
the website on a computer and mobile device, responsive design will
adapt the layout to the screen size on the device. This is how popular
sites such as Mashable (www.mashable.com) maintain a visually
compelling experience on mobile and desktop devices.
Mobile Design: You may also choose to physically build the site with
mobile in mind. Mobile websites should adapt the design to offer a
simplified, intuitive, call-to-action approach to the user experience.
They can even be optimized for touch screen devices such as smartphones and tablets.

Time SoLoMo Interactions Appropriately


Turns out people have a fairly consistent routine when it comes to
use mobile, tablet and desktop devices. You can actually predict with
reasonable accuracy how content should be delivered given the time
of the day.
Make Product Information Accessable
58% of smartphone users consulted their phones during the 2012
holiday season. (Pew Internet)
The percentage of all U.S. mobile users that accessed a social network on their phone rose from 14% in September 2009 to 39% in
November 2013. (comScore)
Incorporate Call-to-Action Engagement
Beyond traditional call-to-action activities such as download buttons
and subscribes, there are also mobile specific:
Click to Call Click to Send SMS Text xxx for Coupon Map to
Destination Link to Mobile App Like Check-in on Foursquare
Share on Instagram Add to Contacts Add to Passbook Add to
Calendar Buy on Google Play

Part 3 // Use Cases & ROI

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.

Sephora allows customers to add their Beauty Insider Loyalty Card


on an Apple Passbook. On the day of the launch, 17,000 customers
added Beauty Insider to Passbook. 24 hours later, they had over
20,000 Passbook connections.

McDonalds France allows customers to order meals through a


mobile app and store orders in Passbook. The app has been download 2 million times.

Starbucks built an app and integrated m-payment, Apple Passbook


integration and geolocated pushes that trigger when customers are
in proximity to their favorite cafe. Starbucks also offers discounts for
Foursquare check-ins. +42M mobile payments have been recorded
since 2011.

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:

A 7% of turnover credited to mobile


A vehicle to capture last minute business via
smartphone
More engagement via tablets suggesting a higher
value client
5M apps installed

Radisson Edwardian guests who check in on Facebook or Foursquare


and show their phone at the front desk are eligible for check out two
hours later than regular hotel guests.

Starwood rewards customers loyalty points for booking through their


iPhone app and checking in on Foursquare / Facebook.

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

service department offers a location based opportunity to encourage


customers to like the service department on social channels or
provide reviews and comments online.

SeLoger, a French real estate company launched a mobile app for


iPhones which made sharing listings on Facebook easy. Users can
share listing searches with Facebook friends and family:
According to SeLoger, 30% of all traffic to the website in
2012 came from mobile devices.
The app is designed to be fast, intuitive, and ergonomic.
Users can even set push notifications via mobile devices
based on search criteria.

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.

Part 4 // Creative to Execution

Capturing the Real-Time Location of


Customers
There are a variety of ways to identify where customers are when
they engage on mobile devices. The most relevant would be a location specific offer or call-to-action.

How do you capture the real-time location of customers?


Mobile Apps
iOS & Android geofencing
GPS activation

Social Media Opt-In


Facebook check-in
Foursquare check-in
Mobile OS
Passbook
Google Wallet
Web Analytics
IP Address
Reverse IP Lookup
Listening
Instagram photos
Text analytics on tweets and public feeds
Social Media Monitoring

The Best Way to Push Geolocated


Marketing Content to Customers
SMS
Benefit: Universal
Considerations: Costly, and sometimes perceived as intrusive
iOS or Android Push
Benefit: Free, 70% of people say they would accept notifications
Considerations: Not as intrusive
Email
Benefit: Affordable
Considerations: Low chance it will be seen in real-time
Foursquare Perk
Benefit: Simple to implement
Considerations: Limited to foursquare users

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

A Closer Look at Mobile Push


Mobile Push notifications allow marketers to send (or push) information to a mobile user without action on the part of the user or the
mobile device. Today, this is commonly done through an SMS (text
message). Mobile push notifications require users to opt-in, just like
email notifications. The challenge with mobile push is the real-time
outbound communications can quickly be perceived as intrusive or
unwarranted, even when with the most spirited customer advocate.
Effective push notifications demand a higher degree of personalization and relevance in order to elicit action.

Avoiding Intrusive Messages


Push messages on mobile are subjected to the same opt-in and
opt-out logistics as email. As long as content isnt blatantly spammy
or completely irrelevant statistics suggest mobile is achieving some
impressive returns.
70% of users say they would accept invitations for push messages
when prompted to opt-in
Globally known brands report click-through rates of over 10% on
pushed content

You Can Even Target With Mobile Push


Like other channels, mobile targeting demands a robust customer
datamart and alignment between past purchase behavior and current
shopping behavior (product searches online, in-store, etc.)

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.

How to Boost SoLoMo Activity from


Customers
Strategies for enticing customers to interact via SoLoMo campaigns:
Social
Location Based Engagement
Offer Foursquare check-ins perks & badges
Incentivize Interaction
Encourage or incentivize likes, follows, comments, check-ins, hashtag
use, reviews, feedback sharing on social media, etc.
Social Media Events
Organize Facebook and Google+ Events
Local
Free Wifi:
Offer free Wifi at the point of sale and naturally generate social
awareness, location information through checkins and photos, and
capture highly qualified social and mobile opt-in contacts.
Mobile
Mobile App:
Make shopping simple via mobile devices. The right content and a
personalized touch increases engagement.

Promote Social:
Cross-promote your social presence on the mobile app and provide
incentives for engagement.

Getting Started Recommendations


At this point, it should be pretty clear whether or not SoLoMo is right
for your business. Now you probably want to know how to get started.
The good news is, the investment is generally small (relative to other
marketing initiatives). But it can be time consuming to manage, so
its a good idea to think through how the organization will support the
effort in the long-term and be prepared to follow-through with a cohesive customer experience. If your customers share personal information such as a mobile phone number and opt-in to communications
with your brand, do something with it or dont ask for the information.
Data is the heart of every SoLoMo initiative so its important to adopt
an infrastructure that can collect and act upon customer data to automate and trigger just the right offer at just the right time. Thats why
conversational marketing platforms play a critical role. Having said
that, the best technologies cant make up for poor campaign execution, so take the time to map out the real-time customer journey via
social, local, and mobile. Make it compelling. Ask yourself, How does
this communication help my customer?
Render For Mobile
Is your website optimized to display on mobile devices? Thats step
one. Consider utilizing a responsive design layout on your site,
building on HTML5, or having multiple CSS designs. Before you start
driving mobile traffic, you want to make sure you can actually deliver
a good user experience on your main website properties.
Consider An App
Mobile apps are generally cheap to build but this isnt the field of
dreams. If you build it, they may or may not come, so make sure you

have a target population of users that are ready to take advantage


of the app.
Register And Build A Brand Presence
Pick and choose which social media is right for your brand. Well-known:
Facebook, Foursquare, Twitter, Yelp, Instagram. Deal Networks: Groupon,
LivingSocial, Scvngr, and Google Offers.
Value-Added Offers
Create offers and promotions that make the brand interaction more
intimate, not generic. Offers should have a sense of urgency (timebased, location based, etc.)

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.

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