solomo for ebev

SoLoMoeBev 2013

The single most important distribution concept since refrigerated shipping

Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.KITESM

What is SoLoMo?

Credit: Kleiner Perkin’s John Doerr

Not one platform but combination of them

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Beverage: The Original Social Network

Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc. 3


All brands start local



Great ideas start local



SoLoMo as an driver of product innovation:

Ranger IPA inspired by local reps

Product Innovation from Local

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Social Media Numbers

Proprietary and Confidential. ©2013 KITE Solutions Inc. All Rights Reserved. KITE, GETKITE and all associated logos are trademarks of Kite Solutions, Inc.

• 1.5 billion active Facebook users as of October 2013. This is a 23%increase from March 2012.

• 699 million people log onto Facebook daily, which represents a 26% increase from 2012

• Mobile Twitter: 164M+ (75%) Access From Handheld Devices Monthly, 65% Of Ad Sales Come From Mobile

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Local


The number of local searches on mobile devices +4x 2012

• 17% of in-store mobile users people make a purchase after a mobile search

• Approximately 30% of Google searches involve location

• The effect of smartphones on in-store sales will increase to $689 billion by 2015 (+19%)

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Mobile Market Research


• 56% of all US adults now have smartphones

• 18-29 year olds smartphone owners , 67 % use social media on their connected device

http://www.reuters.com/article/2010/11/29/us-smartphones-survey-idUSTRE6AS0XB20101129• 17% of in-store mobile

users people make a purchase after a mobile search

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Mobile: Smartphones


US app consumption eclipsed web consumption last year. It’s quickly approaching levels of television consumption.

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Mobile: Tablets


Last year website conversion rates from tablets were 4x higher than smartphones

(source: screenpages http://econsultancy.com/us/blog/11374-conversion-rates-from-tablets-are-four-times-higher-than-smartphones-stats)

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Mobile: Wearables



Mobile: Wearables


http://brandongaille.com/latest-wearable-technology-statistics-and-trends/

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How to engage with SoLoMo• Put SoLoMo at the core of your brand strategy• Every consumer is an early adopter

--how will you appify/adjust to feed that need?• WWSD? bring culture and elegance to your solution--even if you’re

not building the product, be a good product executive

• Radically challenge your assumptions about the economics of content creation and scale

• Execute locally, Manage at Scale with Enterprise-Strength Tools and Partners (Buddy, MomentFeed, Ready-Pulse, Foursquare)

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Content

YOUR BEST ADVOCATES. THEIR BEST CONTENT.

"Buy Now"Button

PULSE CONTENT• Social Graph• Social Interest• Search Intent• Local


Instagram Rewards Pilot: Incentivizing quality content & engagement

Barney’s customers sharing their brand experience in the buying moment, earning

rewards, and creating quality content for the brand to share across its social channels

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Foursquare

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Foursquare

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SoLoMoeBev 2013

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Many Brand Managers Struggle with the Same Things

FINDING, INVITINGBRAND AMBASSADORS

MODERATION& QUALITY OF CONTENT

DISPLAY AMBASSADOR CONTENT

AMBASSADOR FULL INFO & PERMISSIONS

TRACKING ADOPTION AND EFFECTIVENESS

MESSASGING FOR TARGETED

CAMPAIGNS

YOUR BEST ADVOCATES. THEIR BEST CONTENT



Includes attribution and direct response to customer via Comment and/or @Reply

‣ Sign up with name, Instagram ID, email, and mailing address

‣ Earn points for taking photos with the designated #hashtag

‣ Earn bonus points when the brand “Likes” or “Shares” the photo

‣ Receive gift cards in the mail

‣ Track spend on gift cards

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Customers Instagrammed the

gift cards they received in the

mail, which drove more engagement

and sharing

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