Brand sentiment Solomo, relationship is the core

With the integration of the network world and the consumer market, the single consumer role gradually disappears, and in the social media, the consumer is changing to the information producer and the resource sharing. Now, the internet has been everywhere talking about Solomo, everyone wants to step forward, then, Solomo in the end is only a trend or a reality?

Solomo ferocious attack

Since February 2011 John first introduced the concept of "Solomo", these six letters, which were integrated by social (social), local (localized) and mobile (mobile), were swept around the world, and were agreed to be the future trend of the Internet. In China, there are people reporting and other LBS products coincide with Solomo concept, in the field of marketing.

The concept of Solomo conforms to the trend of brand communication from Enterprise's unilateral plan and promotion to the common implementation with target consumer group. At present, the brand as the target audience is familiar with the process, has been from a single information dissemination, the demand to get out, and began to deeply integrate into the consumer's daily life. Brand in the communication, communication, with the help of social media to enable consumers to complete from the simple material needs to rely on the emotional identity of the transition, and ultimately realize the value of the brand business returns.

From Facebook to Renren, the social "so" is already ubiquitous, while "Lo" refers to location-based and check-in based on lbs (Location Based Service), including Foursquare, Street, and social media outreach to Facebook places and everyone reporting, "Mo" covers the various mobile Internet applications brought by smartphones.

Solomo is menacing, and how should the social, localization, and mobile three be interrelated and play a key role in the brand's business value transfer chain?

Three in unity, product first

There is no doubt that media socialization (Social) has become a trend, and social platforms will become an integral part of the brand diffusion matrix in the present and even in the future for a long time. "Lo" and "Mo" rely on "so" the development of exerting force, with the help of social platform growth, prosperity, sustained and in-depth development.

The emergence and strong development of social media such as Renren will bring the brand from the simple cross-media communication into the stage of socialization communication. The promotion of brand communication level, the target consumer group gradually from passive acceptance to actively join, and its basic pattern is the enterprise to guide many consumers to participate in it. Social media to push, so that more than the spread of the brand to become possible, and to build a reputation, the formation of a wide range of positive feedback. "So" the growth of "Lo", "Mo" development provides a favorable opportunity. The enthusiasm of users to participate in networking is gradually spreading to localization and mobile applications, resulting in a "triple" trend.

Through the combination of social, localized and mobile, so that consumers are more likely to form a comprehensive, three-dimensional brand awareness, through interpersonal communication to obtain brand-related information, and then through localization and mobile applications, in-depth experience, and ultimately the rational and perceptual relevance, for the brand two spread and lay a solid foundation. Through the integration of "so", "Lo" and "Mo", the information that the brand needs to disseminate can be massively shared and reorganized, and the target audience becomes active participation from the traditional static acceptance. Brand information through interpersonal relationships, geographical location, mobile applications and other chains, with the target consumer groups closely linked.

In Renren, for example, its monthly coverage of hundreds of millions of users (according to Iris data), a daily 30% of users through mobile phone access. The sheer size of Renren's users from mobile terminals is due to the constant exploration and innovation in mobile phone products by everyone. The old concept of mobile marketing is mainly concerned about the amount of clicks and activities to attract eyeballs, sensational effect, and the new concept is more concerned about the community, consumer collaboration and other factors. Renren mobile phone terminal to join, so that mobile marketing from the virtual world come, become more accessible, participation.

In the huge and occupy the comparative advantage of the user group, the major mobile phone brands competing for the built-in mobile phone for everyone client, advertising in the middle also highlighted the "social" word. The effort to improve the technology and user experience has made mobile Renren a popular mobile social application, leading the way for social applications.

November 2010, everyone in compliance with user needs, officially launched based on mobile phone Renren's lbs products-"Everyone report", followed by rapid data volume. Everyone company vice President Wu Jian that everyone reporting coincidence Solomo trend, Renren itself is social, on the mobile device is mobile,lbs is local. In the tide of awakening and advance, will help Renren lead SNS in mobile internet to a new height.

Relying on the inherent advantages of social layout in China, everyone report the combination of social, local and mobile characteristics, is quite forward-looking "solomo" type of realistic products, but also become the industry's high recognition of the solomo trend of the cardiac stimulant.

Interests？ "Relationship" is the core.

In the Solomo of the road, everyone registration and other signs of application in the coming, explore the reason will appear logical. Users use all kinds of lbs tools, is a simple interest-driven? Or are there other factors that work together? Compared to the status of social networking sites, text, photos and other information, location has a high degree of privacy, so that users are involved in a certain risk.

How to break through the general registration of the application facing the privacy threshold, so that users enjoy the actual benefits as much as possible to avoid risks, everyone report is undoubtedly a model. Renren has a natural advantage based on Renren's real social relationship: in real relationships, users are more likely to share their positions with real-life friends, what they are doing, or to recommend business activities around them to their friends, because they are shared by real friends, and there is a greater chance of being viewed, Be trusted.

In the privacy of a lot of leaks in the present, everyone report to provide users with a safe, smooth sharing platform. Compared to other lbs products, everyone reported the integration of Renren users of the real social relationship, based on the social platform of the reporting behavior is not only a simple geographical tagging, but also further promote friends to the location of the exchange of opportunities. At the same time, users of mobile phones can also share a geographical location and photos, through a richer way to interact with friends. "Location" has been integrated into Renren's core social products, and everyone is also considered to be a concentrated embodiment of the concept of Solomo products.

Excellent business interpretation

When a product manager treats an application as a treasure, the market reaction determines whether the product can be popularized on a large scale and produce commercial value. As early as the idea of Solomo, marketers have a combination of social, localization and mobile applications, after the formal launch of Solomo, the business field of deduction to the implementation of the concept, and in the actual activities to carry forward.

When consumers are surrounded by a lot of information, the network in tandem with the real relationship between people, Solomo development time has come. Pinpoint target audiences through social networks, providing more real-time and personalized information to audiences through localization and mobile applications. Through the actual interest to impress the user, the brand will eventually win the consumer sensibility and rational recognition of the double harvest.

In the practical application, based on everyone registration, Renren launched a number of brand communication activities, such as Master Kang, 361 degrees, KFC, Volkswagen still cool, Citic Bank (4.36,0.07,1.63%), China Merchants Bank (11.67,0.16,1.39%), etc., through the conduction of real social relations, The combination of localization and mobile applications, accurate targeting of target audiences, the activities of the consumer's highly recognized.

In cooperation with Master Kang's two brands, everyone report to the good performance to win the praise of advertisers. Master Kang Daily C and master Jasmine Tea, respectively, to report to win the drink and the launch of the city of the form of advertising, triggering a consumer initiative to participate in the upsurge.

Master Kang Jasmine Tea: The launch of the city sign confession. Master Jasmine Tea to promote the latest quarter of the constellation Network drama, the use of everyone to report the romantic "Qing-honey relationship" deduction in the end. The "Light Star" theme of the event carefully selected the country's 271 most romantic sites, the launch of the city of the constellation Confession. Mobile phone users in the vicinity of the site to report, will receive activity information, and to their own constellation lovers issued a confession. All registration records will be lit on renren roving on the sky map, the more the number of ads, the corresponding constellation brighter. Everyone registration function to join, so that activities to participate from the line to extend to the line, a strong promotion of the brand's hearts.

Master Kang Daily C: report to win new gift drink. To promote the new taste of Orange lemon beverage, in June 2011, Master Kang Daily C through everyone report and another LBS products in 16 cities nationwide launched a "fresh taste" to report to win the drink activities. Mobile phone users only need to report at 39 test points nationwide, they can receive activity information and participate in the replacement. At the same time, everyone report will send the action to inform their friends. In just 12 days, in more than 10,000 reports, the ratio of successful to the line to receive a drink is over 90%, of which 60% of the reporting from Renren, the actual effect is significant.

Cool Night Photo: Brand application is also Solomo. As the first single commercial cooperation for everyone, the public is still cool night to take the initiative to Solomo concept into marketing practice, for users to develop a dedicated mobile phone applications, to facilitate their sharing of the wonderful nightlife photos, and the application of the use of uploaded photos to set up 10 badges of netizens, you can get 1 years of cool test drive right. This application has successfully used the location and location list feature provided by everyone, which is a new phenomenon through the photo with the location information, which causes the SNS virus to spread. In the end, the event received more than 200,000 photos uploaded, and the public's cool visibility and influence has significantly improved.

CITIC Bank: Right next to you. In the financial industry, advocating the life of the Citic Bank, has been trying to provide users with "right beside you" feeling. CITIC Bank has provided users with 8,000 free access to Renren (Renren's virtual currency), with the condition that they report to the nearby Citic Bank. Reporting information through the new friends in the chain of communication, so that it is widely known around the Citic Bank service outlets, the formation of word-of-mouth effect.

Although the concept of Solomo has been popular all over the world, its marketing application is still in perfect and developing. With the application of Solomo, which is representative of everyone reporting, it is more mature and widely used, and the socialization, localization and real-time of brand marketing will not be far away.

Solomo across the seas, looking forward to its more full development in China, to become a brand and target audience in-depth communication of powerful assistants.

"Case/Special Recommendation"

China Merchants Bank: LBS highlights three major business values

More and more brand advertisers realize that the information from friends to share more impact on the purchase decision, China Merchants Bank through everyone reporting, complete interpretation of lbs marketing to promote to shop consumption, word-of-mouth spread, cultivate consumer loyalty of the three business value.

China Merchants Bank in July to join hands with everyone to launch the world's first Social Credit card-everyone credit card, but also recently offered 10,000 signing shops and everyone mobile phone client "Everyone report" lbs function combined. Users will be notified of the signing of the business card for everyone's preferential consumer information. And for everyone account and investment account to bind the user, once the credit card consumption will receive the consumer text link sent by the Merchants Bank, the user clicks can be simple to edit send new to Renren and friends to share the consumption of fun, and obtain additional consumer points, and in exchange for the real gifts or Renren NET membership rights.

To store consumption, and then through the new initiative to spread to friends, and finally get points and form a certain degree of loyalty, China Merchants Bank based on the implementation of the case of everyone, has basically constituted a complete lbs marketing chain reaction.

"LBS &solomo Everybody Talk"

Song Wei (founder of the Great Wall of mobile Internet): Firmly believe that "Solomo" is still the trend of social network development. Social-driven mobile internet will have unlimited business opportunities and challenges.

Chen Yongdong (well-known it blog): The data that the company that offers lbs services secretly likes: According to ExactTarget's statistics, 28% of US smartphone users have used at least one lbs (location-based service, location-based services, such as Foursquare, Gowalla, Facebook Places, this ratio corresponds to 12% of all American online citizens. The domestic revelation is: lbs market is there, but to provide more practical and convenient service.

Ran (CEO of Ecapital Capital Co., Ltd.): This line under the combination of online in the future will form a trend, the real focus on this trend is not only game companies, but also various types of advertising companies and interactive marketing companies. For gaming companies, it's just their dessert; for advertising companies, three-dimensional integrated marketing will be their three-day meal.

Messonlin (J.D), general manager of China Automotive Research and consulting, Asia Pacific, the first wave of information technology development in the 80 's, represented by microchips and personal computers; the second wave in the 90, the advent of the Internet, is now the third wave-the convergence of social, mobile and cloud computing.

Yanping (Dcci, general manager of Internet Data Center): "6 Evolution of lbs" 1. Become the Internet application standard; 2. With sns-Weibo-game-electric quotient-life service AR first chemical reaction; 3. Become a commercial-advertising-marketing benchmark; 4.LBS point of Origin gps+gis+ mobile + Internet aggregation point; 5. Far from check in, pure check in has no way to go; 6. Three key: Open position Database-context-the connection between man and the real world; lbs provides a new possibility for the Internet.

Cai (Famous angel Investor): lbs is the biggest difference between mobile phone and PC, and it is worth studying deeply.

This article source: "Successful Marketing" Author: lu seedlings