The document discusses two location-based social marketing campaigns: one by Four Seasons hotels and one by Jimmy Choo shoes. The Four Seasons campaign used Gowalla to reward customers for checking into recommended local destinations, earning a spa/dining credit. The Jimmy Choo campaign hid pairs of shoes around London via Foursquare, rewarding those who found them first. Both aimed to increase awareness, engagement, and sales through social sharing. The assistant determines the Jimmy Choo campaign was smarter for its unique rewards and innovative use of Foursquare, though it was limited to London.
Location-Based Services Overview and 5 Tips for Location-Based MarketingAdam Steinberg
Overview of location-based services like Foursquare and Facebook Places. Also includes 5 practical tips for getting started with location-based marketing.
Twitter, Foursqaure, Groupon & More to Incorporate Into Your Social Media Paln.
Presented March 25th at the WACVB Tourism Tech Summit by Mike Rosenberg of ethology, William Karz of LA Inc. and Nicole Gustas of Monterey County CVB.
Location-Based Services Overview and 5 Tips for Location-Based MarketingAdam Steinberg
Overview of location-based services like Foursquare and Facebook Places. Also includes 5 practical tips for getting started with location-based marketing.
Twitter, Foursqaure, Groupon & More to Incorporate Into Your Social Media Paln.
Presented March 25th at the WACVB Tourism Tech Summit by Mike Rosenberg of ethology, William Karz of LA Inc. and Nicole Gustas of Monterey County CVB.
Best practice social check-in’s presentation - Sept 2012 masterChris Thomas
This is a presentation I did at SMX Melbourne 2012 on best practice social check-in's. Features a case study. It's probably missing information about Near Field Communications (NFC) - might add that in next time!
The Bates 141 interaction team created this deck on Foursquare basics. Check out how brands can create awareness and advocacy and further interact with their fans and opinion leaders.
School of WOM: Designing and Delivering a Location Based Marketing ProgramSchneider, Mike
5/10 presentation at WOMMA's School of WOM at the beautiful Swissotel in Chicago. Presenters: SchneiderMike SVP Digital at Allen & Gerritsen and AaronStrout Head of Location at WCG. The two are co-authoring Location-based Marketing for Dummies
A lot of social marketers only pay attention to paid and owned social marketing. But earned social is too important to ignore! Find out why, as well as 5 ways to generate more of it!
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
Best practice social check-in’s presentation - Sept 2012 masterChris Thomas
This is a presentation I did at SMX Melbourne 2012 on best practice social check-in's. Features a case study. It's probably missing information about Near Field Communications (NFC) - might add that in next time!
The Bates 141 interaction team created this deck on Foursquare basics. Check out how brands can create awareness and advocacy and further interact with their fans and opinion leaders.
School of WOM: Designing and Delivering a Location Based Marketing ProgramSchneider, Mike
5/10 presentation at WOMMA's School of WOM at the beautiful Swissotel in Chicago. Presenters: SchneiderMike SVP Digital at Allen & Gerritsen and AaronStrout Head of Location at WCG. The two are co-authoring Location-based Marketing for Dummies
A lot of social marketers only pay attention to paid and owned social marketing. But earned social is too important to ignore! Find out why, as well as 5 ways to generate more of it!
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
2. Exercise Guidelines Find 2 examples of Local + Social + Mobile - 1 from hospitality, 1 from another industry What are the objectives of each campaign? What social tools are used in each campaign? How will the results be measured? Which one do you think is 'smarter‘? Please explain why.
5. Jimmy Choo launched the « Catch a Choo » program, in partnership with Foursquare, in April2010. One of the most famous Luxury Hotel Brand Large communities of fans on Twitter and Facebook (brand pages + individual hotels pages) Four Seasons in California launched the « Best of California » program, in partnership with Gowalla, for 10 weeks in 2010.
6. My 2 Examples Four SEASONS JIMMY CHOO The concept: A real time treasurehuntaround London via Foursquare How diditwork?: One pair of Jimmy Choo trainers checked in at various locations and those who follow the campaign and were lucky enough to arrive at a venue before the trainers left got to pick a pair in the style and size of their choosing! The shoes could be followed on Twitter, Foursquare and Facebook The concept: When members checked into three of the recommendations from the Four Seasons’ concierge on Gowalla, they earned a $100 spa or dining credit which could be redeemed during their stay. How did it work?: Concierge choices show up in a "Trip" tab on Gowalla, users checked-in and received a PIN number thatwas redeemable at Four Seasons spas or restaurants in California
7. MY 2 EXAMPLES Four SEASONS JIMMY CHOO The spin thatentitledyou to redeem a spa or diningcredit The « Catch a Choo » program rules on Jimmy Choo’swebsite The Four SeasonsappwithGowalla.
8. the objectives of eachcampaign Four SEASONS JIMMY CHOO Involve in the geo-localization trend as it is growing in importance Provide an original service to their community members with curatedtrip recommendations from their knowledgeable concierges Attract new customers Generate higher awareness as the “check-in” are shared with the users’ friends Reward the guests for their loyalty Create a buzzwith a unique way to use geo-localization (check-in an object!) Increasetheir brand awarenessthanks to the buzz and their fans’ sharing on social media Increasetheir sales Engage their fans both online and offline
9. the Social toolsused in eachcampaign Four SEASONS JIMMY CHOO Gowalla: one of the major location-based services (+600,000 users) Allowsindividuals to sharetheir locations, to findfriends and to winvirtual gifts and stamps on their « passport » Gowalla’s position = alsoas a travel guide offeringtraveltips and « Trips » ideas Check-in canbeshared via Facebook, Twitter and Foursquare More and more businesses partnerwithGowalla Foursquare: the mostused location-based service at the moment (+4 million users) Allowsindividuals to sharetheir location and to findfriendsaroundthem Partnershipwithmany businesses to develoployalty programs based on « check-in » Growingsuccessamongindividuals and businesses due to the sharability of the « check-in » via Foursquare, Twitter and Facebook
11. How Will the resultsbemeasured? Four SEASONS JIMMY CHOO It exits someanalyticaltools to monitor the activity on Gowalla, basicallyidentifying who your (influential) fans are, the first time visitors what social networking sites they visit, what they will pay for , your high-traffic days and what people want the most : Analytics on Gowalla - free Google analytics - free Sprout social GeoIQ Appcelerator FoursquareAnalytics - free Google analytics - free Sprout social Fourscore GeoIQ Appcelarator
12. How Will the resultsbemeasured? Four SEASONS JIMMY CHOO Fourscore GeoIQ Foursquare
13. Four SEASONS JIMMY CHOO PROS: Innovativecustomer service Partnershipwith local businesses Drive revenue Attractcustomers CONS: Gowallais not the mostused LBS Encourage check-in of savvycustomers Maybe hard to check-in 3 places if short time stay… PROS: Veryunique campaign Great rewards, engaging Entertaining, Challenging Great results (+30% sales) CONS: Onlyin London shopssounfair for fans in other places (verysuccessful brand and campaigns and a large community!) MY CHOICE: The « Catch a Choo » Campaign! WHY? : I reward the innovative use of the LBS Foursquare. It is a trulywin-winstrategy and the only drawback for me isthat the campaignwasrestricted to London only! In addition, itis a good initiative as luxury brand are stillskeptical about Social Marketing… Whichcampaignissmarter and why?