1. DISMOIOU & COCA COLA
By: Marie Charbonnier, Akram Nehmé and
Alexandra Humnicki

2. What is SoLoMo?
 Short for Social, Local and Mobile
 Underlines and follows the success of changing
technology
 Creates a synergy between social networks, geo-
localization and smart-phones.
 Allows company to assist customers in real time and
space to selling points
 Inspires brands to create new tools and methods of
interacting with their customers

3. How can a SoLoMo Campaign be
Successful?
 Firstly, focus on the target: their needs & habits
 Secondly, must be innovating, entertaining, or useful, but
simple and easy to use and understand and relevant to the
company’s products
 R4- right people, right activities, right places, right time
 The use of SoLoMo, must be a social connection offering
more than simply promotions and reductions.

4. A Case Study: Dismoiou &
Coca-Cola
Dismoiou Coca-Cola
 SoLoMo mobile application  Works with Dismoiou to create
 Geo-localizes the user to offer innovating geo-localized
them a search engine in order marketing operations:
to find products & services promotions, communication
around the consumer on selling points, and to
create a buzz on social
 Creates a social community to
media.
rate and comment various
points of interests  An example: Coca-Cola &
Subway: creation of an online
 Virtual word of mouth adapting
‘scratch’ game that allows
information to the users profile
customers to win a PS3 when
in a Subway
Dismoiou & Coca –Cola Coca-Cola & Subway

5. Defining the Success of SoLoMo
 Success Criteria's:
* Numbers of participants
* Increase revenues /sales
* Immediate echoes in various medias, internet sites, etc…
* Buzz on social networks
* Brand notoriety in surveys
* Data Collection and data analysis
 Results for the Dismoiou & Coca-Cola:
* Significant increase in sales revenue
* Positive feedback on the web
* Improve customer relationship by offering interesting
advantages
* Allows the company to know where their products are mostly
sold (data analysis on selling points)

6. For Who is SoLoMo?
 Best used by companies who have numerous selling points and
for whom customers will be willing to engage with the brand due
to a strong brand identity
 Companies whose target group is relatively young (18-40 years
old) and very agile with smart-phones
 Best used by companies with a large budget and already well
implemented on the market (e.g Coca-Cola, Jimmy
Choo, American Express, Nike, Starbucks etc…)
 The Company must have selling points in concrete places (e.g
not like youtube etc…) due to the need for concrete meeting
points between the company and the customers.

7. And For the Hospitality Industry?
 Because the industry is based on location and an interaction
between the company and customers, SoLoMo seems to be a
perfect marketing tool for this industry, especially in term of
customer loyalty, but also enhancing guests to share their
comments/experiences on social media.
 Furthermore, the use of SoLoMo, must involve a win-win
situation. For example, if a hotel wants its guests to share their
positive experience, the guest should be rewarded, for example
through loyalty points.