Think SoLoMo!

Social + Local + Mobile

By Lauriane Laurent MBA 2 A

Mobile Marketing

EXERCISE GUIDELINES

Find 2 examples of Local + Social + Mobile - 1 from hospitality, 1 from another industry

What are the objectives of each campaign? What social tools are used in each campaign? How will the results be measured? Which one do you think is 'smarter‘? Please

explain why.

MY 2 EXAMPLES

FOUR SEASONS JIMMY CHOO

One of the most famous Luxury Hotel Brand

Large communities of fans on Twitter and Facebook (brand pages + individual hotels pages)

Four Seasons in California launched the « Best of California » program, in partnership with Gowalla, for 10 weeks in 2010.

One of the most famous Luxury shoes Brand

Large communities of fans on Twitter and Facebook

Jimmy Choo launched the « Catch a Choo » program, in partnership with Foursquare, in April 2010.

MY 2 EXAMPLES

FOUR SEASONS JIMMY CHOO

The concept: When members checked into three of the recommendations from the Four Seasons’ concierge on Gowalla, they earned a $100 spa or dining credit which could be redeemed during their stay.

How did it work?: Concierge choices show up in a "Trip" tab on Gowalla, users checked-in and received a PIN number that was redeemable at Four Seasons spas or restaurants in California

The concept: A real time treasure hunt around London via Foursquare

How did it work?: One pair of Jimmy Choo trainers checked in at various locations and those who follow the campaign and were lucky enough to arrive at a venue before the trainers left got to pick a pair in the style and size of their choosing!

The shoes could be followed on Twitter, Foursquare and Facebook

MY 2 EXAMPLES

FOUR SEASONS JIMMY CHOO

The Four Seasons app with Gowalla.

The « Catch a Choo » program rules on Jimmy Choo’s website

The spin that entitled you to redeem a spa or dining credit

THE OBJECTIVES OF EACH CAMPAIGN

FOUR SEASONS JIMMY CHOO

Involve in the geo-localization trend as it is growing in importance

Provide an original service to their community members with curated trip recommendations from their knowledgeable concierges

Attract new customers Generate higher awareness

as the “check-in” are shared with the users’ friends

Reward the guests for their loyalty

Create a buzz with a unique way to use geo-localization (check-in an object!)

Increase their brand awareness thanks to the buzz and their fans’ sharing on social media

Increase their sales Engage their fans both

online and offline

THE SOCIAL TOOLS USED IN EACH CAMPAIGN

FOUR SEASONS JIMMY CHOO

Gowalla: one of the major location-based services (+600,000 users)

Allows individuals to share their locations, to find friends and to win virtual gifts and stamps on their « passport »

Gowalla’s position = also as a travel guide offering travel tips and « Trips » ideas

Check-in can be shared via Facebook, Twitter and Foursquare

More and more businesses partner with Gowalla

Foursquare: the most used location-based service at the moment (+4 million users)

Allows individuals to share their location and to find friends around them

Partnership with many businesses to develop loyalty programs based on « check-in »

Growing success among individuals and businesses due to the sharability of the « check-in » via Foursquare, Twitter and Facebook

THE SOCIAL TOOLS USED IN EACH CAMPAIGN

FOUR SEASONS JIMMY CHOO

HOW WILL THE RESULTS BE MEASURED?

FOUR SEASONS JIMMY CHOO

Analytics on Gowalla - free Google analytics - free Sprout social GeoIQ Appcelerator

Foursquare Analytics - free Google analytics - free Sprout social Fourscore GeoIQ Appcelarator

It exits some analytical tools to monitor the activity on Gowalla, basically identifying who your (influential) fans are, the first time visitors what social networking sites they visit, what they will pay for , your high-traffic days and what people want the most :

HOW WILL THE RESULTS BE MEASURED?

FOUR SEASONS JIMMY CHOOFourscore

Foursquare

GeoIQ

WHICH CAMPAIGN IS SMARTER AND WHY?

FOUR SEASONS JIMMY CHOOPROS: Innovative customer service Partnership with local businesses Drive revenue Attract customersCONS: Gowalla is not the most used LBS Encourage check-in of savvy

customers Maybe hard to check-in 3 places if

short time stay…

PROS: Very unique campaign Great rewards, engaging Entertaining, Challenging Great results (+30% sales)CONS: Only in London shops so unfair

for fans in other places (very successful brand and campaigns and a large community!)

MY CHOICE: The « Catch a Choo » Campaign! WHY? : I reward the innovative use of the LBS Foursquare. It is a truly win-win strategy and the only drawback for me is that the campaign was restricted to London only! In addition, it is a good initiative as luxury brand are still skeptical about Social Marketing…