Inside Edge December 2011

Catch the So-Lo-Mo Wave!

Social Media, Local Search & Mobile Search Collide in the So-Lo-Mo Revolution

The convergence of latest internet and wireless technologies has created a powerful new opportunity for mobile marketing – social networking and local search through mobile devices (smart-phones and tablets). These location-based mobile social networking services are revolutionizing mobile marketing by allowing users to:

share real-life experiences via geo-tagged user-generated multimedia content
exchange recommendations about places
identify nearby friends
and set up face to face meetings

Influencing the buyer is no longer enough; now you must influence the buyer’s social network to increase the potential for sales exponentially. People want to tell their friends where they are “hanging out”. They do this with their mobile devices. They use an app to ‘check in’, and it sends a message to their friends. It’s a win-win situation – customers get rewards, discounts and offers, while businesses get more word-of mouth advertising.

Is your business geared to incorporate social local networks into your mobile marketing strategy?

‘Checking in’ with mobile devices

You can use a smart-phone to ‘check in’ wherever you go – whether it’s at the airport, a holiday shopping trip, parks, bars, museums, libraries or a local restaurant; and share your whereabouts with all your friends. With services from Foursquare, Yelp, Facebook Places, Gowalla, Google Places and others, users can get special discounts and offers for their willingness to share information about their whereabouts. Mobile apps let them post messages to Facebook and Twitter whenever they visit a place and want to let their friends know about it.

It’s a great form of word-of-mouth marketing for local businesses. People have shown they are willing to allow their devices to be tracked in order to take advantage of special offers.
Foursquare has garnered millions of users who want to let people know where they’ve been, where they’re headed and where they are now.
If you’re a business owner, it allows you to reward customers with a coupon or offer when they ‘check-in’ to your business. It provides a measurable way to reward your most loyal customers while attracting new ones.

So is your business optimised for social mobile marketing?

Location-aware mobile technology is transforming social marketing

Knowing a consumer’s location, as well as the time they’re at a specific location, can be a useful “predictor” of his or her intent to buy. You can use location-based marketing to:

Deliver a coupon, offer or discount to a mobile phone user
Display local ads to a person visiting a website from a specific location
Deliver detailed product information when someone is standing in front of the product
Offer incentives for location-based activities such as visiting a store multiple times
Make it easy to find nearby things such as stores, ATMs or even vending machines
Provide events and social opportunities based on a physical location
Share location-based information with others in a social network

Leverage the next trend in Mobile Marketing

Time and localise your mobile marketing to reach people who are actively sharing their location online. Here are a few tips for getting started:

Specify which geographic areas you cover. If you’re a service business that travels e.g. a plumber, you can specify on Foursquare, Facebook Places, Yelp or Google Places which areas you cover. This is also helpful for pizza/food delivery businesses.
Optimize your website for mobile. An easy-to–navigate mobile friendly site is a necessity, not just an option anymore.
Ensure your own location(s) are “check-in” worthy. Would you check-in to your own location a second time?
Allow customers to opt in. Not everyone is going to want to disclose personal information such as their interests and their location, so give them the option.
Be transparent. Once a customer has opted in, make sure to explain exactly how you plan to use the personal information you collect from them, assuaging any concerns over privacy issues.
Create great deals. Reach out to the deal services such as Groupon and Living Social and ask specifically for ways to participate in their instant deals.
Make it easy to opt out. Don’t “lock” customers into a program they decide they don’t want to be in. Just like any level of customer service, it’s all about keeping customers happy, loyal and eager to make purchases.

Smartphone owners want quick access to location-relevant information on-the-go. So-Lo-Mo offers powerful new ways to promote practically any product, service, or venue. Whatever your goal, role, or industry, contact your local WSI Consultant to help you find new customers, strengthen brand loyalty, and increase profits.

CALL (888) 697-5107

Monetizing Facebook

“Listen to this one. ‘Dear Abby, my friend WSI asked me on a Groupon date. I haven’t accepted yet, because I don’t know what it is and I don’t know what you’re supposed to wear to these things. Can you help?’”
Marketing Stats
Millennials Willing to Offer Location for Relevant Content
- 53% of all mobile Wi-Fi users are willing to share their location to receive more relevant content
- Younger consumers are particularly responsive to location-based programs Read the Article (eMarketer)
Ask WSI

Get further insights from WSI experts

Question: What are the steps for implementing a location-based marketing plan?

Answer: Step 1: Become familiar with location-based services like Foursquare. Step 2: Determine your goals. Step 3: Establish your presence. Step 4: Operationalilze your so-lo-mo strategy. Step 5: Implement compelling programs. Step 6: Engage with customers. Step 7: Track everything. Step 8: Be prepared to adapt. Step 9: Avoid common pitfalls. Step 10: Spy on your competitors. To learn more about the above steps, download our complimentary whitepaper entitled “Social Media and Mobile Marketing Collide: Overview of So-Lo-Mo”.