So-Lo-Mo: Social Local Mobile
Olivier wants to make it clear that we are still too busy translating traditional marketing principles to social media. In short, we shift budget from offline to online, but do not change the methods. Of course, we can only agree with Olivier on this. The Social CRM that he loves so much is still very rare in the Netherlands.
Olivier argues that by using social media networks we can access a huge source of information from consumers, for example:
What do you like?
What are you talking about?
What are you listening to?
What are you looking at?
Where are you?
Where do you shop?
Who do you shop with?
Where are you going?
According to Olivier, this more in-depth use of social media as a data source is the brother cell phone list next step that needs to be taken. Quite rightly, the audience (Marco Derksen in this case) remarks that Olivier is overlooking the undoubtedly upcoming privacy legislation, which will put you as a consumer in charge of the data that will become available. The possibilities of targeting via in-depth information are also called 'Real-Time, Real-World Targeting' by Olivier. A quick example explains this statement. Suppose you are walking in the city and have just sent a tweet that you are ready for a cup of coffee. A local coffee shop can then make an offer based on the position you are in. We are already seeing these kinds of phenomena coming a little with, for example, Foursquare, but there is still a world to win.
From big brother to big mother
THE big danger, however, is that people will not see all these controls as useful targeting, but as big brother behavior. If brands do not already know everything about you, this will only become more extreme in the future. Blanchard comes up with a wonderfully creative new alternative, the 'big mother'.