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Location-Based Services & Social Media Brian Groth Director of Global Sales Programs Microsoft Brian.Groth@microsoft.com http://www.BrianGroth.com Disclaimer: This presentation contains my opinions regarding the location-based services industry and does not reflect those of my employer, Microsoft.
Introduction Mobile Marketing Locally Targeted Audience http://www.flickr.com/photos/brianwilkins/4734788670/
Converging Technologies & Trends SMS Location-Based Services GPS Geo-Targeted Ads Social Media Mobile Consumer Mobile Coupons Social Games Real-Time User Ratings Mobile Ads 2D Barcodes & Readers Always-on Media Mobile Shopping Mobile Payment
The bigger picture FOR AN ADVERTISER 25M People On Xbox Live! 500M Active Windows Live IDs! 369M People Using Hotmail! Over 3B WW Queries Each Month! Over 6M Songs In The Catalog Over 600M Unique Users CLOUD SERVICES
The Advertiser Experience 1. Awareness Deliver a compelling offer when consumers are near the point of decision http://www.flickr.com/photos/buhsnarf/511483451
Windows Live Gallery on Foursquare Get tips at various locations in Seattle, San Francisco and New York City Tips suggest locations for taking photos The branded Foursquare site suggests to download Windows Live Photo Gallery to touch-up and share your photos
The Advertiser Experience 2. Direct Sales Getting a deal is the number 1 reason people check-in (JiWire, Nov 2010) http://www.flickr.com/photos/wonder_j/442643366/
GAP and facebook Places Check-in and get a free pair of jeans 10,000 pairs of jeans were given away in the US, with each store allocated a certain number to give away Most consumers were confused as to how to get the free pair
AT&T on SCVNGR AT&T offered rewards for specific behaviors. Behaviors that earned points included: Checking in Sharing a photo of a place Writing a review “Bump” phones with a friend at the location Rewards included: Free ringtone gift card for 2 points 20% discount off accessories for 5 points $50 off a Samsung phone for earning 15 points
Coca-Cola on SCVNGR Partnering with 10 shopping malls (Simon Malls) across the US to earn Coke rewards good for American Express gift cards and Coke-branded merchandise. In total, $100,000 will be given away. Challenges include check-ins and photos of hidden shopping experiences.
The Advertiser Experience 3. Loyalty Game mechanics encourage the brand loyalty http://www.flickr.com/photos/wonder_j/442643366/
Pepsi and Foursquare A Safeway customer can associate their loyalty card to their Foursquare account. The rewards are associated to user behavior, irrespective of in-store check-ins. Therefore, checking in on Foursquare anywhere and earning certain badges can now earn a Pepsi product, redeemable at a Safeway store.
Coca-Cola on Foursquare The Coke Machine Fairy leaves one winning bottle in a Coke machine each day (in Sydney in September 2010) Friend The Coke Machine Fairy on Foursquare then be the first to check-in at a special Coke machine (changes daily) to win a prize. Coca-Cola employee arrives in person to give out the prize.
Eye-Fi on Gowalla Eye-Fi in the US partnered with Gowalla to offer the chance to win a free Eye-Fi card to anyone who checked into a Best Buy store and free hotspot access to those who don’t win – just for checking in. Check-in Click the “Did I win?” button
Where’s This Going? Foursquare has 10+ million users worldwide adding 20,000 per day Facebook has 750+ million users worldwide 200+ million are on mobile devices (2x as active) 77% are outside the US All are on mobile devices 67% are outside the US
Mobile Social:More than 50% of US cell-phones will be smartphones by end of 2011. Mobile social network users will more than double by 2015, and adoption of location-based services will rise with it.
Non Check-in Models: Groupon & local coupons, Brightkite & geofencing, deals exposed via local search
Recommendations & Notifications: Automatic and customized based on settings, history, profile and social graph, including brand discovery