Location based social media
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Understanding some of the top performing location based social media (LBS) platforms, learning social media best practices, and case studies for outlining just a few of the ways you can use LBS as a ...

Understanding some of the top performing location based social media (LBS) platforms, learning social media best practices, and case studies for outlining just a few of the ways you can use LBS as a business tool.

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  • Twitter, Facebook, Yelp, Gowalla, FoursquareCase Studies:
  • Professional:Work for FBT – web design, development, and strategy company (I’m part of the nerd team, not the geek team) strategy means business process translated into online efforts, also means how you take that business goal and turn it into a profit using a comprehensive plan of attack utilizing all the best tools for your industry and your market what does that mean? FBT doesn’t just build you a pretty website, we work with you to develop, implement, and asses your online business strategy from goal setting to planning, development, implementation, and all the way through to measuring your results.My title is Director of Internet Marketing – project planning/strategy development, consulting, managementSocial media and search engine optimization
  • Linked in Profile
  • Twitter
  • Remember how your mother warned you not to do something just because “everyone else is doing it” ?That still applies. Yes, you should be active in the market if that is where your market is, but it’s not enough to just do what “everyone else” is doing.Social Media is ever growing and ever changing. To really utilize it as a business tool you have to be willing to not only learn what it is, but imagine what it can be. Let’s start with what it is; here are a few definitions:1. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques2. Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.[1] The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio3. media that is created to be shared freely4. Social media is any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the website.5. Social media is the use of technology combined with social interaction to create or co-create valueLeads me to one of my favorite quotes about Social Media – ever!
  • 4 key aspects of social media in all of these definitionsconversation, sharing, publishing, participationThose four can be expanded further into specific groups of similar purposed platforms:Conversation & Sharing = relationship building - What comes to mind first?2) Sharing & publishing = content dissemination3) Publishing and participation = rating/flagging4) Participation and conversation = entertainmentThis is VERY compartmentalized and obviously any one of these platforms could be easily moved around to another quadrant.- Any examples of how you would categorize one of them differently? Why?- Are we agreed that for the most part, these are the goals/key points of these platforms?
  • Location based social media platforms let you:- express my feelings about a place- find out about where I am and what's near me- find out how to get to a specific place- play a game- browse to find the closest- get local news and information- track my routes- gain reputation for my local knowledgechat/connect with people nearbyWhat does that mean for a business owner?LBS advertising is valuable because it can reach the consumer near the point of sale.Not only are you giving people the information that they need while they are on the go, you are reaching them at the point in time when they are actively SEEKING a transaction!
  • Not only are you giving people the information that they need while they are on the go, you are reaching them at the point in time when they are actively SEEKING a transaction! How many users are actually present in individual localities? Long tail = a steep, narrow graphConversation & Sharing publishing participationCheck in = publishing, participationFriends = conversation and sharingCompetitions = participationTips = publishing and participation and sharing- All the benefits a user gets out of social media, tied in with the number one benefit a business is looking for = quantifiable engagement leading to ROI/sales!
  • 1. Learn the platforms2. goals:Are you hoping to increase foot traffic to your store?Do you want to sell more of a particular item?Do you want more patrons at certain times of day?Do you want to promote a specific product?Are you looking for new customer acquisition?Repeat customers?3. Are you listed? Is it correct? Do you have control of the listing? Are you getting analytics from it?4. On Foursquare: Create to-do lists for users to explore around your area. And if possible, work with Foursquare to create a custom badge for your venue or event.On Gowalla: Ask for a custom icon for your location, rather than the generic one for your category. Examples:Shake Shack, NYC, Austin Java, and Coop Ale Works.7. From data you can study online to qualitative observations at your own store, it’s important to keep track of everything so you can learn what promotions work with your audience. Be aware, though, that your ROI may not be directly measurable, and aside from increased sales, you’re working for brand exposure and increased awareness of your business.
  • Twitter
  • TweetsPublic general statements@ RepliesPublic messages to, for, or about an individualDirect messages (DM)private @ replies between you and the recipientHashtags (#)used to create index-able and search-able content
  • Facebook
  • Yelp
  • In interviewing Sorge, my biggest takeaway wasn't that Friday was his biggest sales day ever, it was that Saturday was his 5th biggest sales day ever and that Sunday was one of his best as well.231 people had checked-inRead more: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx#ixzz1C4FXxBhO
  • The locations will be picked by Bravo to correspond with select Bravo shows including The Real Housewives, The Millionaire Matchmaker, Top Chef, Kell on Earth, Top Chef Masters and Shear Genius.”
  • Kentucky Derby Louisville City Tour and Bar Crawl
  • Build a Community That Can Support Events Do Something Valuable for CustomersGive People a Reason to Talk
  • Start by listeningShare your backstoryCrowd sourceTargetDevelop and engage with your communityRespond quicklyBuild relationshipsContent and tone matterShare

Location based social media Location based social media Presentation Transcript

  • Location Based Social Media for Businesses
    Checking-in
    On What It’s All About
    By Maggie Hyde
    Flying Bridge Technologies
  • LBS for Businesses
    Introductions
    What is social media
    What is LBS
    How to utilize LBS as a business tool
    10 min Break
    Mainstream platforms and Case Studies
    Social Media Best Practices
    Questions
    Feedback
  • Social Media:
    “Social media is a tool, it's not a religion - there€ are no real rules and everyone is learning on the job.”
    @ducttape
    @GapingVoid
  • Relationship Building
    Entertainment
    Conversation
    Micro-blogging
    Collaborative Worlds
    MMO
    Discussions
    Social Gaming
    Social Networking
    Social Media
    Sharing
    Participation
    Video Sharing
    Recommendations
    Content Publishing
    Collaborative Filtering
    Photo Sharing
    Publishing
    Rating/Tagging
    Content Dissemination
  • Entertainment
    Relationship Building
    Conversation
    Micro-blogging
    Collaborative Worlds
    MMO
    Discussions
    Social Gaming
    Social Networking
    Social Media
    Location-Based
    Social Media
    Sharing
    Participation
    Video Sharing
    Recommendations
    Content Publishing
    Collaborative Filtering
    Photo Sharing
    Publishing
    Rating/Tagging
    Content Dissemination
  • About LBS
    “check in”
    Utilize GPS technology to locate the users
    Allow friends to know where others are/were
    Users can leave location-based tips
    Social competitions
    Businesses can announce specials or promotions through these apps
  • Using LBS for your business
    Learn the platforms
    Determine your goals
    Establish your presence
    Customize
    Implement compelling promotions
    Engage with your customers
    Track everything
    Be prepared to adapt
    Follow best-practices of any SM marketer
    Mashable.com
  • Twitter
    “The best way to discover
    what’s new in your world”
    Evolution of the platform:
    “What are you doing?”  “What’s happening?”
    140 characters
    User accounts are signified with an @
    @MaggieHyde
    Includes location updates through most LBS platforms and the Twitter interface
  • Twitter Stats
    Twitter has over 105,779,710 registered users
    There are over 300 new users a day
    Twitter receives 180 million unique visitors a month
    37% of users update their status through a mobile phone
    55% female, 45% male (april 2010 - quantcast)
    50 million tweets a day (april 2010 - comscore)
  • Facebook
    “Facebook helps you connect & share
    with the people in your life.”
    Features:
    Photo sharing
    Video sharing
    Link sharing
    News updates
    Location updates – now Facebook Places!
    Games
    Event calendar
    1/25/2011
    16
    Flying Bridge Technologies
  • Facebook Stats
    More than 400 million active users on Facebook
    50% of active users log on in any given day
    The average user on Facebook has 130 friends
    500 billion minutes per month on Facebook
    More than 100 million active users currently accessing Facebook on mobile devices
    1/25/2011
    17
    Flying Bridge Technologies
  • Yelp
    “Yelp is the fun and easy way to find
    and talk about great
    (and not so great) local businesses”
    Create a user profile
    Write reviews and create listings for businesses you’ve interacted with
    Read and get reviews and recommendations from other users
    Now has mobile check-in app
    1/25/2011
    19
    Flying Bridge Technologies
  • Yelp Stats
    25 million daily unique visits in august 2009
    As of August 2010, more than 38 million people visited Yelp in the past 30 days
    Yelpers have written over 12 million local reviews
    83% of them rating a business 3 stars or higher
    1/25/2011
    20
    Flying Bridge Technologies
  • Foursquare
    “ Check in. Find your friends.
    Unlock your city”
    It’s a game
    Use mobile platform to “check-in” to a venue or location.
    Earn badges & mayorships, get tips and information, win rewards from businesses
    Make new friend and connections as well as locate old ones
    1/25/2011
    21
    Flying Bridge Technologies
  • Foursquare: Stats
    1 year old on March 2010
    Foursquare  has more than half a million users
    1.4 million venues
    15.5 million checkins
    The site’s number-one referrer is Facebook accounting for 33% of upstream visits in a week.
    1/25/2011
    22
    Flying Bridge Technologies
  • Foursquare: Starbucks
    Their Promotion:
    Starbucks extends local store mayor specials to all it’s stores with a single $1 frappuchino coupon for any Starbucks mayor at any Starbucks.
    Why It Is Unique:
    First national mayor special
  • Foursquare: Golden Coral
    The promotion:
    • Foursquare mayor can eat free once per day.
    • Check-ins on other location services give you chance to win an iPad 
    Why It Is Unique: Facebook support of effort, multiple platforms are available, larger contest and prize
  • Foursquare: AJ Bombers “Swarm”
    The Promotion:
    Hosting a party for customers to earn the Swarm Badge, which netted his
    Why it is Unique:
    Utilized internet meme within the platform instead of creating his own.
    110% increase in sales! 
  • Foursquare: AJ Bombers “On a Boat”
    The Promotion:
    Held and event to earn the “I’m on a boat” badge and partnered with a local outdoor retailer to have boats at the restaurant.
    Why it is Unique:
    Utilized internet meme that extended beyond foursquare market and capitalized on joint marketing opportunity
  • Foursquare: BART
    Their Promotion:
    - Created BART-themed badge that can be unlocked by regular riders of BART
    - $25 promotional tickets each month for the next 3 months awarded to randomly selected users who checked-in at BART stations
    Why It Is Unique:
    First transit agency to actively use Foursquare
  • Foursquare: Bravo
    Their Promotion:
    Bravo offered Foursquare user “badges and special prizes when viewers visit more than 500 Bravo locations. 
    Why It Is Unique:
    Extending the relationship with a TV show and characters
  • Gowalla
    “Keep up with your friends, share the places you go, and discover the extraordinary in the world around you.”
    450,000 users (passport holders)
    Add photos, connect with friends, leave info
    Branded pins and items
    Trips from brands and users
  • Gowalla: Airport Rides
    The Promotion:
    Chevy and Gowalla partnered up at SXSW 2010 and gave users who checked upon arrival at the airport free Chevy car service downtown to their hotels.
    Why It Is Unique: Created an immediate and surprise real world service opportunity
  • Gowalla: The Nets
    The Promotion:
    New York Nets hid free pairs of virtual game tickets throughout related check in
    Why It Is Unique: Tie in with sporting event and sports related venue, also used the found items feature of Gowalla in a unique way
     15% utilization
  • Gowalla: Kentucky Derby
    The Promotion:
    Gowallaand the Courier Journal created a city tour and city bar crawl in conjunction with the Kentucky Derby event.
    Why It Is Unique:
    Using Gowalla trips in conjunction with larger events to promote local businesses and engagement
  • Common Promotions
    Raffles
    Specials for the user who checks in most often
    First check in specials
    Digital punch cards
    Partnership check-in rewards
  • Social Media Best Practices
    Be Interesting
    Engage
    Focus on the users
    Share and share alike
    Be honest
    Bad reviews aren’t always bad
    Nobody wants to feel like they’ve been sold
    Know your audience
    Tone and topics matter
    Solve Problems
  • Information Sources
    http://foursquare.com/business
    http://gowalla.com/business
    http://socialfresh.com/foursquare-case-studies/
    http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx#ixzz1C4FkUmnX
    http://quantcast.com
    http://mashable.com/2010/03/15/location-based-marketing/
  • Connect with me!
    @MaggieHyde
    http://linkedin.com/in/MaggieHyde
    http://facebook.com/MaggieHyde
    maggie@flyingbridge.net
    FBTI.net (Flying Bridge Technologies)