Definition:
SOLOMO is the acronym for Social, Location and Mobile and refers to a digital marketing strategy that promotes location and proximity in its actions thanks to mobile connection. It is closely linked to the importance of geolocation and social networks for small businesses that offer their products or services in physical stores.
Nowadays it is common for cell phone users to have GPS enabled and linked to their social media profiles, so that, except in very specific sectors that are not interested in mobile marketing (very local businesses focused on an older age group), any organization can find its target audience with relative ease.
SOLOMO Strategies
Data supports the importance of SOLOMO: 40% of users perform local searches on actions they are going to perform in the next few minutes (such as restaurants to eat at or a store to buy something specific). In this sense, the Social, Local and Mobile philosophy enables a variety of effective strategies:
- Customer loyalty through rewards: Many companies use geolocation platforms to incentivize customers to share their location on social networks.
For example, a local café may offer a discount to those who check-in at their establishment and share their visit on Facebook or Instagram.
This not only rewards customer loyalty, but also increases the visibility of the business in the community. - Engaging new customers with referral strategies: Brands can implement SOLOMO techniques to attract new customers through mentions and tags.
For example, a clothing store can run a contest where participants must tag friends in a post to win a shopping voucher.
This not only generates interaction, but also expands the brand’s reach to new audiences. - Group action promotion: Companies can combine loyalty and acquisition strategies by promoting group events.
For example, a restaurant could invite customers to attend a trivia night and encourage participants to come in costume and take pictures on the premises.
By sharing these images on their social networks, attendees not only have fun, but also promote the venue to their friends and followers. - Geolocation advertising campaigns: Companies such as Starbucks have used geolocation to send personalized offers to customers near their stores.
For example, when a Starbucks app user passes near a store, they may receive a push notification with a discount on their favorite beverage.
This not only increases the likelihood that the customer will enter the store, but also enhances the user experience by providing immediate value. - Local events and temporary promotions: Brands can organize local events, such as fairs or festivals, that are promoted through social media and mobile apps.
For example, a craft brewery can invite customers to a tasting event and offer discounts to those who sign up through their Instagram profile.
Not only does this drive traffic to the store, but it also builds a community around the brand.
How to implement a SOLOMO strategy
To implement an effective SOLOMO strategy, it is critical to follow a structured approach that considers the characteristics and needs of the target audience.
Below are the key steps to developing an effective SOLOMO strategy:
- Know your target audience: The first step is to conduct a thorough audience analysis.
It is important to identify who the potential customers are, what devices they use, what social networks they prefer and how they interact with digital platforms.
Understanding their habits and preferences will allow you to design messages and offers that resonate with them. - Define clear objectives: Setting specific and measurable objectives for the SOLOMO strategy is essential.
Are you looking to increase brand visibility, generate more traffic to the physical store or improve customer loyalty?
Having clear goals will help evaluate the success of efforts and adjust tactics as needed. - Segment the audience: Once the target audience is known, it is advisable to segment users into smaller groups based on demographic characteristics, behaviors and preferences.
This will allow personalizing messages and offers, increasing the relevance and effectiveness of campaigns. - Create engaging and valuable content: Developing content that captures the audience’s attention and offers added value is critical.
This can include exclusive promotions, geolocation discounts or interactive content that encourages users to share their experience on social networks.
It is important that the content is visually appealing and easy to consume from mobile devices. - Leverage geolocation: Using geolocation tools to send personalized notifications and promotions to users near the business is an effective strategy.
Mobile apps and social networks offer options to trigger location-based alerts, which can engage customers at just the right time. - Encourage social interaction: Incorporating social elements into campaigns is crucial.
Customers should be encouraged to share their experience on social networks through hashtags, mentions or check-ins.
Consider running contests or sweepstakes that require participants to share content on their profiles can extend organic reach. - Measure and analyze results: Implementing analytics tools to monitor the performance of SOLOMO campaigns is essential.
Evaluating metrics such as store traffic, social media interaction rate and return on investment (ROI) of promotions will allow you to adjust strategies and continuously improve marketing efforts. - Integrate online and offline: Ensuring that online marketing actions are complemented by initiatives in the physical world is critical.
For example, you can organize local events, offer in-store promotions that are publicized on social media or use QR codes that direct customers to exclusive online content.
This integration creates a cohesive customer experience.
Real SOLOMO cases and examples
We can cite the following examples and cases of the use of SOLOMO:
- Starbucks: The coffee chain has used geolocation and social networks to improve the customer experience.
Through its mobile app, Starbucks sends personalized offers to users located near its stores.
In addition, the app allows customers to pre-order and pay from mobile, reducing in-store wait times.
This combination of social, local and mobile elements has increased customer loyalty and improved the overall experience. - McDonald’s: In several countries, McDonald’s has implemented marketing campaigns that use geolocation to attract customers near its restaurants.
For example, during the launch of certain products, the chain has offered discounts through its mobile application to those within a specific radius of its stores.
In addition, McDonald’s has used social networks to promote local events, such as contests and family activities, which encourage community interaction. - Foursquare: Although Foursquare has evolved towards a recommendations model, it was one of the pioneers in the implementation of SOLOMO strategies.
The application allowed users to “check-in” at various establishments and share their location on social networks.
Through this interaction, businesses could offer rewards to the “mayors” of their locations, creating a sense of community and loyalty. - Sephora: The cosmetics chain has used geolocation to offer personalized experiences to its customers.
Through its app, Sephora allows users to find the nearest store and receive exclusive offers based on their location.
In addition, the app includes social interaction features, such as the ability to share product reviews and beauty tips, which fosters an active community of users. - Nike: The sports apparel and footwear brand has launched several campaigns that integrate elements of SOLOMO.
Through its Nike Run Club app, users can log their runs, compete with friends and share their achievements on social networks.
In addition, Nike has used geolocation to organize running events in different cities, encouraging participants to join and share their experience online. - Coca-Cola: The “Coca-Cola Freestyle” campaign allows customers to customize their beverages through interactive vending machines.
These machines collect data on users’ preferences and can offer personalized promotions through Coca-Cola’s mobile application.
In addition, the brand has used social media to encourage consumers to share their drink creations, which encourages interaction and engagement. - Waze: The Waze navigation app has implemented SOLOMO strategies by allowing users to share information about real-time traffic and road conditions.
In addition, Waze has collaborated with local brands to offer promotions and discounts to drivers passing near certain businesses, thus integrating the navigation experience with relevant offers.