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Harness the power of Location Based Marketing and Geosocialand mobile apps


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What does it mean if people “check into” your business online? It means they love you! Location-Based Marketing (LBM) with Geosocial apps is the term for marketing your business using mobile location …

What does it mean if people “check into” your business online? It means they love you! Location-Based Marketing (LBM) with Geosocial apps is the term for marketing your business using mobile location apps such as Foursquare, SVNGR, Yelp, and Foodspotting. In this workshop, we’ll review the major geosocial mobile applications, smartphone purchase decisions, usage and trends, and and how businesses are harnessing the power of users that love you enough to share it to their social networks.

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    the total percentage of smartphone users has risen from 40% to 43%
    # of US smartphone users:
    62% of people 25-34 years old have smartphones. Of all cellphones in the U.S., 43% of them are smart. one out of every five senior citizens has a smartphone at 18% while teens and their parents (the 13-17 and 45-54 demographics) hover around 38-39%.
  • “It’s a new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds. It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world.” eBook by Jim Lecinski, Google’s Managing Director of US Sales & Service and Chief ZMOT Evangelist
  • Awareness – Yelp
    Consideration – check in, found out about a deal, use QR code to find out more about a product, virtual tours
    Intent – dragging items into shopping carts, wish lists, key is to reduce friction between intent and purchase, suggested items to buy
    PURCHASE – pay with mobile app (Starbucks’ mobile app), Amy’s ice cream text alerts when fave flavor is in stock, check in-store inventory. Look for prepayment, prepopulated shopping carts in the future. Not tied to a location at all.
    Support – boarding passes, customer support texts
    Loyalty – badges and discounts to loyal customers, discounts on drink extras at SBUX. In future: will include social influence. JP Licks cow card, CVS card, etc.
    Advocacy – getting other customers on board. Encourage tweets, etc. “the holy grail of marketing”

  • 9 percent of mobile shoppers have used their phone to pay at the register, the desire to do so is apparent – 71 percent of app downloaders would be interested in an app that allows them to use their phone as a credit card.
  • 42 million payments as of 4/8/12:
  • One in ten smartphone owners (12%) have used a geosocial (“check in”) service such as Foursquare.
  • -Smartphone owners ages 18-49 are more likely than those over 50 to use either geosocial or location-based services on their phones.
    -Geosocial services and automatic location-tagging are most popular with minorities. Latinos use it most widely.
    -Though only 7% of white smartphone owners use geosocial services, 59% get location-based information on their phones, compared with 53% of blacks and only 44% of Hispanics.
  • Last stat:
    “Consumers…are now more interested in harnessing geographic data to close a sale. This transition is driven partly by the fading novelty of services that were designed mainly to give people bragging rights for being the “mayor” of a local establishment. Consumers seem more interested in using their smart devices to get real-time deals or make purchases.”
  • 20mil registered users, 600K brands, 1 bil checkins:
  • Goals: Engagement, create community, build followers
  • Deals: brands are pushing back as they’ve realized deals have created more benefits for location-based providers and less value for brands. Only about one-third care about and use check-ins, while approximately one-third don’t understand them, and around one-third don’t use check-ins.
  • Deals: brands are pushing back as they’ve realized deals have created more benefits for location-based providers and less value for brands. Only about one-third care about and use check-ins, while approximately one-third don’t understand them, and around one-third don’t use check-ins.
  • Transcript

    • 1. CWE and Harvard iLab April 24, 2012 Harness the Potential of Mobile Applications for Location-Based Marketing Presented by Debra Askanase
    • 2. Today’s workshop Today’s mobile phone users The new sales funnel Geosocial marketing (LBM) Introducing FourSquare…and a few others In-class exercise: geosocial for your business Regroup and “check in”
    • 3. 2. The mobile phone industry Today’s mobile phone users
    • 4. Almost 110m US users by 2015
    • 5. By 2014, Android and Apple will rule the market 51943c21c5ed4
    • 6. _44_have_highest.php
    • 7.
    • 8. d47f881651943c21c5ed4
    • 9. Understanding the new sales funnel
    • 10. Traditional marketing/sales funnel
    • 11. The online decision-making moment ource=gbs_ge_summary_r&cad=0#v=onepage&q&f=false
    • 12. The (new) Customer Hourglass looks at the entire purchasing experience Via Altimeter Group Pre- purchase = loyalty
    • 13. Mobile shopping + customer hourglass
    • 14. Environment shifting to “bricks and clicks” in-store experience Coupons Product reviews Store information In-store app payment
    • 15. Online reviews heavily affect purchase decisions online-reviews-companies-must-adjust-2234/deloitte-consumer-review-purchase- influencejpg/
    • 16. Approx 70% are interested in payment through an app or at the register via smartphone shopping-companion/
    • 17. Starbucks has processed 42m payments as of April 2012 m/
    • 18. You + the customer hourglass What can you support with mobile tech and geosocial? How do your customers use technology ? Who do you need to include in your team? Think about sales, marketing, customer support, purchasing staff when developing your own approach to the hourglass
    • 19. Considerations Brick and clicks experience Customer hourglass ZMOT capture Mobile payments Search
    • 20. Geosocial Marketing the integration of people, places, and media
    • 21. Location + media + people
    • 22. Geosocial marketing elements Friends and family influence Comparison shopping online Read online reviews or articles Tips and social tips Encourages social advocacy The right information to nudge someone through the purchase decision hourglass Mobility and decision-making at the Zero Moment of Truth (ZMOT)
    • 23.
    • 24. Geosocial in 2012 • Up to 20 million known smartphone users in the U.S. have downloaded geosocial apps • FourSquare is the leader with 20 mil users worldwide, 50% in US (Predicted 50m by end of 2012) • Scvngr claims 2 million worldwide • MyTown has 4.5 million ….and many, many more niche geosocial apps
    • 25. Check-ins are not widely adopted
    • 26. Who uses geosocial and location-based services?
    • 27. But highly desirable Millennials and Females are using geolocation apps used-by-many-yet.html
    • 28. Local search drives geosocial marketing 97 percent of consumers search for local businesses online 73 percent of all online activity is related to local content, according to data released by Google – Feb 2012 23 percent of all adults have used a location- based service to get directions and recommendations Last stat: over-consumers/
    • 29. Geosocial is where opportunity meets location Time of day Geo-location Proximity to store or place Context-aware = convergence of mobile and online search, the “bridge” from mobile to sale /
    • 30. Location-based mobile trends 2012 • Total user base of consumer location-based services to reach 1.4 billion users by 2014. • Context-aware services are a key trend for mobile apps, and location is a key enabler of that. • Location-based services strive to deliver features and functionalities in tune with the user's context, taking into account the user's location, personal preference, gender, age, profession, intention and so on, thus offering a more- intelligent user experience than basic location services can.
    • 31. Geosocial expansion beyond traditional check-ins to include commerce By 2014, expect uniquely mobile functions, such as the ability to "check in" to a store to alert a retailer that you are there, or the ability to add items to a shopping cart simply by taking a photo of an item or bar code in the physical store.
    • 32. Primary and Rising Geosocial Players 2012 tostream/
    • 33. services-firms
    • 34. Practical applications Events • Create a location to check into • Offer prizes for check-ins • Leave your tips at other events • Create a scavenger hunt, list or follow guide Workplace • Check-in tips • Mayoral prizes • Place on lists • Earn prizes • Create lists • Appreciate online reviews
    • 35. Foursquare: now 20 mil members, 600K brands! waste-of-time-plus-infographic
    • 36. Checkins, tips, mayoralty, photos, to-do
    • 37. FourSquare: back end analytics
    • 38. Lists
    • 39. Create community: Brooklyn Museum
    • 40. FourSquare: after check-in m/ Thank them (Twitter, other) Create FourSquare loyalty events Reward different levels of loyalty
    • 41. Yelp Features • Deals • Tips and Reviews • Find locations and places you want • Great for services as well • Respond to reviews • Check-in • Photos • Search • Local events
    • 42. ipo-infographic/
    • 43. ipo-infographic/
    • 44. of-mouth-the-internet-and-online-consumer-reviews-influence-purchase- decisions/
    • 45. Yelp Be part of the community: join and write reviews Manage reviews by responding, offering other business suggestions to reviewers Offer appreciations and discounts Ask clients for reviews Link Yelp to your Twitter and Facebook
    • 46. SCVNGR
    • 47. SCVNGR • Locations have options for checking in, points associated, challenges • Business owners and location owners can create their own challenges and points • Integrates with FB and Twitter with postings
    • 48. SCVNGR: Boston Globe’s Trek
    • 49. SCVNGR – at a location Challenges and treks created by others
    • 50. SCVNGR Create treks and challenges Offer specials Create join treks Great for institutions and awareness
    • 51. Google Places – important for SEO
    • 52. Google Places • Set up an account: submit info, wait for Google verification • Google crawls web to fill out info about your biz from 3rd party sources (Yelp, Amazon reviews, etc.) • Complete the other info (hours of operation, phone number, etc.) • Google will display locations in the “local results” search returns. But fill out your Place 100%!
    • 53. Niche geosocial: Foodspotting
    • 54. Foodspotting
    • 55. Foodspotting guides
    • 56. Let’s not forget the biggest social network in the world
    • 57. …and Facebook Offers is the latest,2817,2403043,00.asp
    • 58. Peering into the Magic Eight Ball for 2012- 2013…
    • 59. • Mobile check-ins and deals integrate more fully with multi-channel online marketing, part of a bigger set of features • Geosocial features emerge to deepen brand customer engagement • Context-aware apps will proactively anticipate user needs based on interests, intentions, history, environment, activities, schedule, priorities, connections and preferences • Increased camera reliability and integration with geosocial apps for commerce and search
    • 60. • Geosocial moves beyond a specific location e.g. Angry Birds’ “magic places” at Barnes and Noble unlocks new characters December 2011 • Geosocial moves beyond products and into creative gaming • Gamification concepts continue to iterate creatively • Geosocial driving sales and local search grows • As with online communities, geosocial niche apps emerge, then industry moves toward convergence (2013+)
    • 61. 5. Exercises Discussion and Exercises
    • 62. 1. Choosing the right Location + social + media combination for you • What goal do you want any geosocial app to meet? • Which geosocial app is most relevant for your business, and why? • Do you know of niche mobile apps for your industry?
    • 63. 2. How will you use geosocial to support the new purchase funnel?
    • 64. 3. Will you use geosocial apps to support customer service? • If so, how? • Using which apps? • How will you respond to negative critique?
    • 65. 4. Challenges, deals, and prizes • Brainstorm 3 prizes or “deals” you could offer loyal check-in or app users • Brainstorm two other locations or businesses with whom you could jointly offer a deal or prize • Brainstorm one trek or challenge that meets your goal
    • 66. 5. Reviews • Who can you ask to review? • Do you have a policy to respond to negative reviews? • What types of reviews do you want? • What businesses could you review that compliment yours?
    • 67. 6. Metrics • How will you track your success with geosocial? • How will this integrate into your total social media metrics tracking system?
    • 68. I’m always available to answer follow-up questions! Email: Blog: Linkedin: Twitter: @askDebra Other slides: Telephone: (617) 682-2977