After returning from SXSW, Social Media Expert Casey Knox explores the latest trends in Social Local and Mobile marketing or SoLoMo.

1. SoLoMoA C R A S H C O U R S E
social media + location + mobile
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

2. Why SoLoMo?
SOcial
• Businesses with 100+
fans see 8% higher
click-through rates.
• 125% higher
conversion rates.
LOcal
• One in 5 searches
has local intent.
• 80% of mobile
Internet users prefer
ads locally relevant
to them.
MObile
• 70% of all mobile
searches result in
action within one
hour.
• 5.9B active mobile
devices.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

3. Social Media Investment Levels
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
EXPERIMENTATION
• TESTING THE
WATERS
• NO BUDGET
ALLOCATED
ADOPTION
• ACCEPTANCE
• SOME BUDGET
ALLOCATED (5-7%
OF MARKETING
BUDGET)
INNOVATION
• TESTING NEW
METHODS
• LARGER BUDGET
ALLOCATED (20%+)

4. Social Media Investment &
Perceived Risk/Confidence Levels
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
C O N F I D E N C E
HIGH
MED
LOW
MED HIGHLOW
PERCEIVEDRISK
EXPERIMENTATION
ADOPTION
INNOVATION

5. Integration: unified approach
SoLoMo – Key Points to Understand
Adaptation: content and messaging
Quality: deals do not equal retention
Sharing: drive engagement
Relevance: contextually relevant to the user
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

6. SoLoMo Examples: Allstate
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
The Allstate GoodRideSM app allows
users to log, plan and share their riding
experiences, and receive accident
support.
The Allstate Tag In app allows users to
send a message, location, and set up
group chat with family, and friends.

7. SoLoMo Examples: BCBS of Louisiana
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
BCBS of Louisiana could integrate social and local to their
latest app to drive engagement and deepen loyalty.
Great example of
branded content,
but not SoLoMo…

8. SoLoMo: Vertical Potential
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Automotive
Education
Events
Financial
Food & Bev
Government
Healthcare
Insurance
Media
Nonprofit
Retail
Transportation
Travel
SoLoMo

9. SoLoMo Challenge: Concept
• Concept of location
• Interaction for interaction’s
sake
• Consistency and coherent
growth
• Ambient awareness must not
be noise
• SoLoMo app abundance and
the need to adopt
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

10. SoLoMo Challenge: Battery Life
• Mobility and connectivity
• Issue is solvable
• Hinders developer potential
• Social centralization
• Mobile and Internet culture is
here to stay
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

11. SoLoMo Challenge: Privacy and Ownership
• Inherent loss of privacy
• Tackling fears of control,
embarrassment and feeling
cheated
• Full potential dependent on
willingness to share interests,
location, wants and needs
• Users more aggressive and
informed
• Expectation of distance and
protection by consumers
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

12. SoLoMo: Trending Topics and the Foreseeable Future
• Contextual relevance
• Socially ambient applications
• Near field communication
• Gamification
• Social commerce
• Mobile advertising
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

13. Objectives: Successfully launch new product in a new market; generate in-store foot
traffic and sales in Tuxtla Gutiérrez, Mexico
Target Audience: Youth market ages 13–24
Solutions: Establish Facebook page as campaign headquarters; generate targeted
awareness and engagement; establish local relationships with sports teams; sync launch
online and offline
Media: Social, outdoor, radio
Results: Grew targeted Facebook community from 0 to more than 11,500 in less than 6
months; over 1000 coupon downloads in first few weeks of Facebook campaign
AREA203 case study: Grito
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
**Technology sophistication challenges prohibited this from having a SoLoMo approach

14. Key Takeaways for SoLoMo
ü Think integration.
ü Having a solid content strategy is critical.
ü SoLoMo is more than check-in specials.
ü Approach to digital marketing should evolve every
6 months or less.
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012

15. Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012
Suggested Readings:

16. Casey Knox
Director, Social Media and Public Relations
AREA203 Digital
AREA203.com | AREA2oh3.com
@AREA203Digital
@CaseyMaeKnox
Casey Knox, Director of Social Media and PR AREA203 Digital, Mar 2012