The document discusses how marketers should adapt to today's "SoMoLo" consumer who is social, mobile, and local. It outlines how the modern consumer is empowered by technology, uses their devices to search, shop, and share information. The path to purchase has changed and is often non-linear across multiple devices. It emphasizes the need for marketers to listen to consumers and meet them across touchpoints with helpful, relevant content. A case study of a coffee shop promoting on Foursquare and engaging customers on social media and in their stores is provided as an example of capitalizing on the SoMoLo opportunity.

1. The SoMoLo Opportunity and
Why Marketers Should Care

2. What We Will Cover Today
• Discussing marketing “then & now”
• Defining today’s SoMoLo (social/mobile/local) consumer
• Exploring modern consumer behaviors through SoMoLo lens
• Emphasizing vital need for a customer-centric marketing
approach
• Examining ways brands can meet today’s consumer “where
they are”—at the intersection of SoMoLo
• Dissecting consumer “path to purchase” behaviors
• Identifying ways to take your brand down the SoMoLo path to
the “land of opportunity”
2
Our journey to the land of opportunity takes us on a pathway…

3. Traditional Marketing Approach
Inside out view Broadcast One message
3
TV
Websites
Mail
Email
Print
Radio
Promotion
Advocates
Customer Service
Public
Relations

4. Path to the Land
of Opportunity
New Landscape=New Opportunity
4

5. New Marketing
Landscape
5

6. The New Consumer is...
SOcial
MObile
LOcal
6

7. The New Consumer is...
Empowered and
Enabled by technology
7

8. ...Empowered
– Technology
– Internet
– Social Connection
College Freshmen
Late 90s
College Freshmen
Today
Bought textbooks at
University Store
Compared textbook prices
and bought online
Shared computer lab on
university campus, students
with PCs were in minority
Owns laptop, smartphone and
sometimes also tablet
Had corded phone in room or
shared in hall
99.8% of college students
have cell phones
2010 Huffington Post
8

9. ...Technology-Enabled
Based on current IOS and
Android smart devices in use and
the current rate of activation
there will be an estimated 1
Billion smart devices in use
between December 2012 and
June 2013
9
tablet smart phone

10. Consumers are...
10
Searching
Shopping
Sharing

11. ...Searching
They are socially adept
11
Researching an item before purchase
57% for smartphone owners
66% for Tablet owners
Using Store Locator
73% Smartphone
42% Tablet
Checking Price
62% Smartphone
52% Tablet
Reading reviews of recent/future purchases
45% Smartphone
56% Tablet
Source: Nielsen Q1 2012

12. ...Shopping
Purchasing items on device
29% phone 42% tablet
Using device for payment
27% smartphone 28% Tablet
Source: Nielsen Q1 2012
Showrooming
Mobile phone owners increasingly using
devices while in stores to assist with
shopping.

13. ...Sharing
With their Social network
13
Using Social media to comment
on purchase
23% phone 25% tablet
Writing a review of a purchase
11% smartphone 22% tablet
Nielsen Q1 2012

14. 3 out of 4 consumers on Facebook
have used it to make retail and
restaurant decisions. Half say they
have tried a brand based on a
recommendation they got through
social media
Source Empathica Survey
14
...Sharing
About a variety of experiences

15. …Thinking and acting local
74%of Smartphone
owners surveyed cited looking
up local services as leading
activity they associate with
their smartphone
Source Keystone Survey 8/17 Media Post Article
15
Hyper Local: A new term used to refer to
someone or something that is the
best at connecting people, locally.
Wikipedia 2010

16. …Expecting more than brands are delivering
• At least a 20% gap between
consumer expectation and
shopping experience
• Consumers expect transparency,
control and customization.
Source: Deloitte 2012 Retail Study
• Consumers now think of shopping
– whether online, in-store, or on a
mobile device as one experience
Source: Deloitte 2012 Retail Study
16

17. …Oriented Toward Action
• 88% take action same day
• 79% of US Smartphone and tablet
owners have used their mobile
devices for shopping related activities
Source Nielsen Q1 2012 Survey
• Locating a store
73% Smartphone vs 42% tablet
• Using a shopping list while shopping
42% phone 16% tablet
• Redeeming coupon
36% phone 11% tablet
17

18. Where is the land
of opportunity?
18

19. The Land of
Opportunity
19
Behaviors that make a
difference
• Customer Experience
• Brands/companies listening
and observing
• Aligned stakeholders
• Word of Mouth
• Loyal consumers
• Advocates
• Feedback

20. New Opportunity Requires
New (Social) Mindset
Consumer Centric
20
86% of consumers would pay
more for a better customer
experience, and 89% of
consumers began doing business
with a competitor following a poor
customer experience.
Source RightNow

21. Think Mobility
Mobility vs Mobile
– It’s all about Behavior
– Being relevant
Content
Convenience
Connection
21

22. Build a Local Advantage
• Customers who interact with
associates are 12.5% more
likely to buy in store
• Pay attention to price
differentials – Based on
surveys more than 5% price
difference required before
customers will leave store
• Make it easy for local
customers to find, shop, use
and share your product or
service
22

23. Consumer’s Define
Relevance
Listen and observe.
Be authentic and curious.
Ask questions like:
• Who are they?
• Where are they?
• What are they doing?
• What are they looking for?
• How do they define value?
23

24. Figure out the Path to Purchase
• Online shopping takes place
across multiple screens
– 65% use smartphone
to begin journey
• 61% of these continue
on PC or laptop
• Often non-linear
– Buying stages
• Role of influencers
• Content strategy
24

25. Step 1: Identify need
• Consumer
identifies a need
• Brands poised to
respond with
helpful relevant
content
25

26. Step 2: Research
• Consumer uses network to
help
– Social
– Brand
– third-party sites
• Brands listen and engage
26

27. Step 3: Making the Buying Decision
• Consumers finding a deal,
finalizing the decision
• Brands must be integrated
at all touchpoints
27

28. Begin with the Basics
• Create a plan/map touchpoints
• Claim your local space
– Create Google + Local Pages
– Sign up for others too
• Optimize your site for search engines
• Listen/monitor brand & category
• Create helpful content
28

29. Then What’s Next?
• Mobile friendly web site
– 76% of survey respondents access web site from devices
Source Keynote Survey
– Experience your own mobile buying process
• Empower associates in order to
create optimum customer
experience
– Pre-sale
– During
– Post
29
Empowered associates generate:
• 63% Larger transactions
• 33% more repeat visits
• 3.5X annual spend
Source: Raymark

30. Then What?
• Integrate channels to provide a
seamless experience for your
customers
• Experiment with
location based services
– Test pricing
– Offer rewards
– Encourage sharing
30

31. Coffee Klatch SoMoLo
Case Study

32. Background
• Coffee Klatch is a small local coffee shop
in Southern California with four locations.
• Coffee Klatch ran a promotion on
FourSquare, a location based platform
where consumers check in, comment and
often receive offers.
• This story is the experience of Matthew
Gallizi.

33. Location Based Platform
• Whole experience driven by
interaction on Smartphone
• In-store monitor encourages alignment
In-store

34. Mobile
•Multiple Social Platforms
•Interactions
–Consumer to consumer
–Consumer to brand
–Discussing, even rating experiences.

35. Social and local
•Facebook exchange
–Friendly competition to be Coffee Klatch
Mayor requires more visits.

36. Result
• Word of Mouth
• Advocate through customer
experience
• Alignment
• Store recognized status
and responded
accordingly
• Consumer online
experience consistent
with in-store experience

37. Questions?
37

38. Thank You
Joe owns Strategic Marketing Solutions, an integrated marketing consulting
company. He is active in social media, co-moderates, #SMchat (a Twitter chat)
and regularly writes about Customer Experience Marketing for Maximize Social
Business.
He works with businesses to implement integrated marketing strategies that build
Raving Fans.
To learn more about capitalizing on the local advantage by creating Raving Fans
contact Joe:
Email: Joseph.Ruiz@strategicdriven.com
Phone: 804.690.4486
Connect on Linked In: www.linkedin.com/in/josephruizjr/
Twitter: @SMSJoe