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Social media and geo location 2010

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  • 1. Social Media& Geo LocationThe Opportunity forBrands & AdvertisingJez Jowett : Social Media DirectorSam Bateman: Social Media AnalystTuesday, 14 December 2010
  • 2. Context ‣Geo Location ‣Case Studies ‣The Future ‣Recommendations ‣Customer Journey ‣PrivacyTuesday, 14 December 2010
  • 3. Mobile Geo Location AppsTuesday, 14 December 2010
  • 4. Foursquare What can Foursquare do for your brand? 1,000,000 users •Points (Earn points by checking in and get rewarded eg. earn 30 points and get a free sandwich.) •Badges (Brand specific badges by completing brand tasks.) •Mayorship (Reward your most loyal customer by offering discounts or products to the Mayor of your brand.) •Tips and To-Dos (Receive feedback & ideas from customers.)Tuesday, 14 December 2010
  • 5. Facebook Places What can Facebook Places do for your brand? •Merge your page with your places page (Allowing consumers already a fan of your brand to engage via facebook places.) •Raise brand awareness (Every time someone checks-in to your brand specific location all their friends see that check-in allowing them to converse around your brand. (Avg FB user has 130 friends.) •Advertise ‘that’ place (Currently in Facebook Ads you can advertise a Facebook Place, this can then drive users to your Facebook Fan/Place page to increase engagement with your brand.)Tuesday, 14 December 2010
  • 6. Gowalla What can Gowalla do for your brand? •Pins (Earn pins based on location of check-in’s such as country specific pins.) •Stamps (Showing your friends where you’ve been on your profile and how many times, loyal customers can share their fondness of the brand ) •Items (Collect items by checking-in at different locations at different times, you are then rewarded with a special pin) •Trips (Create trips for your customers to follow, opportunities for challenges.)Tuesday, 14 December 2010
  • 7. Case StudiesTuesday, 14 December 2010
  • 8. Starbucks Visit > Check-In > Reward •Started with no financial or physical incentive (until May the only reward was the Barista badge) •Customers could earn rewards while doing something they already do. (Becoming the Mayor increases the customers incentive to engage with the brand.) •Brand awareness (Users with the Barista badge’s are raising brand awareness through their social networks by just obtaining the badge, friends the become intrigued in how to obtain these rewards)Tuesday, 14 December 2010
  • 9. Starbucks Visit > Check-In > Reward •Started with no financial or physical incentive (until May the only reward was the Barista badge) •Customers could earn rewards while doing something they already do. (Becoming the Mayor increases the customers incentive to engage with the brand.) •Brand awareness (Users with the Barista badge’s are raising brand awareness through their social networks by just obtaining the badge, friends the become intrigued in how to obtain these rewards)Tuesday, 14 December 2010
  • 10. Starbucks Visit > Check-In > Reward •Started with no financial or physical incentive (until May the only reward was the Barista badge) •Customers could earn rewards while doing something they already do. (Becoming the Mayor increases the customers incentive to engage with the brand.) •Brand awareness (Users with the Barista badge’s are raising brand awareness through their social networks by just obtaining the badge, friends the become intrigued in how to obtain these rewards)Tuesday, 14 December 2010
  • 11. NJ Nets Discover > Pick Up > Reward •Treasure Hunt (Consumers hunted for virtual tickets scattered across New York City for free entry to an NBA game) •Share (Consumers were sharing their adventures as they hunted for the tickets, one winner who couldn’t make it re-dropped their tickets at another location for someone else to win) •Brand awareness (As consumers shared their adventures & findings around the give away they were communicating with Gowalla & the NJ Nets, this then raised awareness of the give away and both brands)Tuesday, 14 December 2010
  • 12. Coach Men’s Visit > Check-In > Reward •Increased visitors (Coach Men’s in NYC offered the first 200 customers that checked in to the store a free bottle of cologne) •Customers could earn rewards while doing something they already do. (Just like Starbucks, people are going to visit the store but this adds another incentive via social) •Brand awareness (Customers friends can see that they’re at the opening of Coach Men’s store and the reward they received for checking-in, this then creates brand awareness for Coach Men’s as a new store that rewards customers via social)Tuesday, 14 December 2010
  • 13. The FutureTuesday, 14 December 2010
  • 14. RecommendationsTuesday, 14 December 2010
  • 15. Top Five Recommendations Launch/Awareness Consideration How am I going to launch this? Will your audience do this? Loyalty The Perfect Use Getting your audience of to revisit a location to Geo Location Apps Transaction be rewarded increases their loyalty Customers like free stuff! FootfallTuesday, 14 December 2010
  • 16. Customer JourneyTuesday, 14 December 2010
  • 17. How it works Picture Here Picture Here Picture Here Picture Here Joe checks his Geo He finds out his friend Joe gets out his The pub is offering a Location App to find Sarah has been to smartphone and voucher on your first out info on good local this pub before and checks-in to the pub check-in for a free bag of pubs left a tip explaining crisps when you order a the draught beer is draught beer. great. Result: Joe is now happy with the pub because he was rewarded for doing something he already doesTuesday, 14 December 2010
  • 18. But wouldn’t it be great if he could share this with his friends & be rewarded for it?Tuesday, 14 December 2010
  • 19. Making the experience social Picture HereThe pub is offering a voucher on your first check-in for a free bag of crisps when you order a draught beer. Picture Here Turns out if Joe shares the voucher on his social networks with friends he can get a free pint with his next visit. Result: Now his friends are happy because they now know a good pub that rewards customers and the pub is happy because everybody knows about them. Everybody’s happy.Tuesday, 14 December 2010
  • 20. Be careful though...Tuesday, 14 December 2010
  • 21. Geo Location Privacy Geo Location has its exploits & problems •Hacks (geo location hacks are out there to be exploited with fake check-ins when the user is no where near that location) •Privacy (not everyone wants to publicly display their location which limits your audience) •Robbery (the public is worried about burglars knowing where you are)Tuesday, 14 December 2010