The Rise of Location Based Marketing<br />BOLO<br />October, 2010<br />Lawrence Coburn<br />Private and Confidential<br />
Location Changes Everything<br />“Simply put, location changes everything. This one input—our coordinates—has the potentia...
Agenda<br /><ul><li>The Inflection
The Basics
The Players
The Campaigns
Engagement Levels
About DoubleDutch
The Future</li></li></ul><li>Macro Trends<br /><ul><li>Proliferation of Smartphones</li></ul> <br /><ul><li>Proliferation ...
Deprecation of privacy</li></li></ul><li>LBS Services are Inflecting<br />Foursquare got to 1M users twice as fast as Twit...
Consumer Searches<br />Foursquare continues to capture the imagination of consumers, brands, and the press.<br />
Geolocation Market Sizing ($B)<br />Consumer (e.g. Foursquare, Yelp)<br />Branded City Guides, Events, Universities<br />E...
Consumerization of the Enterprise<br />Consumer<br />Enterprise<br />Type<br />Video<br />Connections<br />Microblogging<b...
The Basics<br />Private and Confidential<br />
The Location Stack<br />Private and Confidential<br />
Implicit vs Explicit<br /><ul><li>Google Latitude vs. Foursquare</li></ul> <br /><ul><li>Privacy and security</li></ul> <b...
Will we see a gradual move towards implicit location sharing? </li></ul>Private and Confidential<br />
Game Mechanics<br /><ul><li>Points, badges, levels, mayorships
“A leaderboard for Saturday night”
Crucial for single player utility
Gamification trend</li></ul>Private and Confidential<br />
Value to Consumers<br />Network Driven<br /><ul><li>Assisted serendipity
Ambient awareness</li></ul>Single Player<br /><ul><li>Get deals / selfish interest
Log your travels / captain’s log
Self expression
Game Mechanics / Fun</li></ul>Private and Confidential<br />
Value to Businesses<br /><ul><li>85% of commerce occurs offline
Explicit publishing of location represents an invitation for content
“Local is the most important signal to emerge in the database of intentions since the link”</li></ul>Private and Confident...
The Players<br />Private and Confidential<br />
The Geolocation Landscape<br />
Whrrl<br /><ul><li>Offering location based recommendations
Groups via “Societies” </li></ul>Private and Confidential<br />
SCVNGR<br /><ul><li>80 employees</li></ul> <br /><ul><li>All about the game mechanics</li></ul> <br /><ul><li>Backed by Go...
Moving from co-branded to consumer</li></ul>Private and Confidential<br />
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BOLO2010 Coburn

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BOLO2010 Coburn

  1. 1. The Rise of Location Based Marketing<br />BOLO<br />October, 2010<br />Lawrence Coburn<br />Private and Confidential<br />
  2. 2. Location Changes Everything<br />“Simply put, location changes everything. This one input—our coordinates—has the potential to change all the outputs. Where we shop, who we talk to, what we read, what we search for, where we go—they all change once we merge location and the Web."<br />Mathew Honan, Wired<br />
  3. 3. Agenda<br /><ul><li>The Inflection
  4. 4. The Basics
  5. 5. The Players
  6. 6. The Campaigns
  7. 7. Engagement Levels
  8. 8. About DoubleDutch
  9. 9. The Future</li></li></ul><li>Macro Trends<br /><ul><li>Proliferation of Smartphones</li></ul> <br /><ul><li>Proliferation of GPS enabled devices</li></ul> <br /><ul><li>Faster connections
  10. 10. Deprecation of privacy</li></li></ul><li>LBS Services are Inflecting<br />Foursquare got to 1M users twice as fast as Twitter<br />… and the market has noticed<br /><ul><li>Foursquare recently raised $20M on a $95M pre money valuation</li></ul>Facebook Places now reaching 500M users<br />
  11. 11. Consumer Searches<br />Foursquare continues to capture the imagination of consumers, brands, and the press.<br />
  12. 12. Geolocation Market Sizing ($B)<br />Consumer (e.g. Foursquare, Yelp)<br />Branded City Guides, Events, Universities<br />Enterprise Collaboration and CRM<br />B2C<br />B2B2C<br />Enterprise<br />Market Evolution<br />
  13. 13. Consumerization of the Enterprise<br />Consumer<br />Enterprise<br />Type<br />Video<br />Connections<br />Microblogging<br />Geosocial<br />Private and Confidential<br />
  14. 14. The Basics<br />Private and Confidential<br />
  15. 15. The Location Stack<br />Private and Confidential<br />
  16. 16. Implicit vs Explicit<br /><ul><li>Google Latitude vs. Foursquare</li></ul> <br /><ul><li>Privacy and security</li></ul> <br /><ul><li>The less technologically advanced system one
  17. 17. Will we see a gradual move towards implicit location sharing? </li></ul>Private and Confidential<br />
  18. 18. Game Mechanics<br /><ul><li>Points, badges, levels, mayorships
  19. 19. “A leaderboard for Saturday night”
  20. 20. Crucial for single player utility
  21. 21. Gamification trend</li></ul>Private and Confidential<br />
  22. 22. Value to Consumers<br />Network Driven<br /><ul><li>Assisted serendipity
  23. 23. Ambient awareness</li></ul>Single Player<br /><ul><li>Get deals / selfish interest
  24. 24. Log your travels / captain’s log
  25. 25. Self expression
  26. 26. Game Mechanics / Fun</li></ul>Private and Confidential<br />
  27. 27. Value to Businesses<br /><ul><li>85% of commerce occurs offline
  28. 28. Explicit publishing of location represents an invitation for content
  29. 29. “Local is the most important signal to emerge in the database of intentions since the link”</li></ul>Private and Confidential<br />
  30. 30. The Players<br />Private and Confidential<br />
  31. 31. The Geolocation Landscape<br />
  32. 32. Whrrl<br /><ul><li>Offering location based recommendations
  33. 33. Groups via “Societies” </li></ul>Private and Confidential<br />
  34. 34. SCVNGR<br /><ul><li>80 employees</li></ul> <br /><ul><li>All about the game mechanics</li></ul> <br /><ul><li>Backed by Google Ventures
  35. 35. Moving from co-branded to consumer</li></ul>Private and Confidential<br />
  36. 36. Facebook Places<br /><ul><li>Massive reach, access to complementary tools like sophisticated ad engine, analytics, place pages
  37. 37. Sticking to location based infrastructure
  38. 38. Radical innovation: checking other people in
  39. 39. Has a “Facebook Problem”
  40. 40. Real innovation could come via third party developers</li></ul>Private and Confidential<br />
  41. 41. PlacePop<br /><ul><li>Digital punchcards
  42. 42. Brand analytics</li></ul>Private and Confidential<br />
  43. 43. TriOut<br /><ul><li>By locals for locals, Research Triangle Park area
  44. 44. Focus on analytics and SMB tools</li></ul>Private and Confidential<br />
  45. 45. The Campaigns<br />Private and Confidential<br />
  46. 46. Levels of Engagement<br /><ul><li>Check your business data</li></ul> <br /><ul><li>Welcome message</li></ul> <br /><ul><li>Location based offers
  47. 47. Sponsored game mechanics
  48. 48. Location driven content layer
  49. 49. Loyalty / rewards program
  50. 50. Roll your own</li></ul>Private and Confidential<br />
  51. 51. Campaign: NJ Nets/ Gowalla<br /><ul><li>Lots of effort, gave away 76 free Nets tickets
  52. 52. Problems: historically bad team, bad demographic match, low reach</li></ul>Private and Confidential<br />
  53. 53. Campaign: Coke Fairy<br /><ul><li>Magic Coke cans scattered around Sydney
  54. 54. Following the Coke Fairy gets you clues </li></ul>Results: 950 followers on Foursquare<br />Private and Confidential<br />
  55. 55. Campaign: IFC Content Delivery<br /><ul><li>IFC members contributed tips of places around the world
  56. 56. 21,000+ followers</li></ul>Private and Confidential<br />
  57. 57. Campaign: Shopkick / Best Buy<br /><ul><li>Automatic Checkins</li></ul> <br /><ul><li>Enabled via audio signal</li></ul> <br /><ul><li>Blocks fake check-ins
  58. 58. Get deals for walking in</li></ul>Private and Confidential<br />
  59. 59. Campaign: Soulja Boy<br /><ul><li>Major recording star</li></ul> <br /><ul><li>Huge social media presence
  60. 60. One of the largest Ning networks</li></ul> <br /><ul><li>Rolling his own app
  61. 61. Soulja Boy Fans can connect around the world</li></ul>Private and Confidential<br />
  62. 62. About DoubleDutch<br />Private and Confidential<br />
  63. 63. DoubleDutch<br />DoubleDutch helps companies and communities launch their own geolocation apps.<br />(ie "Foursquare for the Enterprise”<br />(ie ”Yammer of Location")<br />)<br />
  64. 64. It’s All About Control<br />Look & Feel<br />Places<br />Game Mechanics<br />
  65. 65. Target Verticals<br />DoubleDutch is getting inbound interest from the following verticals<br /><ul><li>Local media companies
  66. 66. Conferences, events, and tradeshows
  67. 67. Universities
  68. 68. Consumer brands
  69. 69. Enterprise
  70. 70. Digital agencies</li></ul> <br />
  71. 71. The Future<br />Private and Confidential<br />
  72. 72. 5 Things to Watch<br /><ul><li>Geofencing / limited implicit sharing
  73. 73. Team based game mechanics
  74. 74. Facebook powered apps
  75. 75. Private networks: place, company, groups
  76. 76. Mobile payments + geolocation</li></ul>Private and Confidential<br />
  77. 77. Lawrence Coburnlawrence@doubledutch.me@lawrencecoburn<br />Private and Confidential<br />
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