Location-Based Social Media (May 2011)
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Location-Based Social Media (May 2011)

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This was presented at the Duluth Chamber's Social Media Conference on Wednesday, May 25, 2011. It gives a pretty general overview of what location-based social media is and how small businesses can......

This was presented at the Duluth Chamber's Social Media Conference on Wednesday, May 25, 2011. It gives a pretty general overview of what location-based social media is and how small businesses can use it.

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Transcript

  • 1. Location‐Based
Social
Media
 What
you
need
to
know.
 Jodi
Jersett
&
Meagan
Campbell

  • 2. What
will
be
discussed:
•  Explain
location‐based
social
media
•  Present
data
about
mobile
phone
usage
•  Explain
why
people
check‐in
•  How
this
can
benefit
your
business
•  Explain
in
greater
detail
a
few
popular
 location‐based
social
sites
•  Summary


  • 3. What
is
it?
•  Websites
and
applications
that
use
GPS
and
other
 location
methods
to
detect
your
current
location
•  User
can
then
“check‐in”
to
various
locations
via
 their
mobile
device
•  Many
services
have
a
gaming
component
•  Not
all
require
a
check‐in
 –  “Geo‐fencing”
lets
retailers
send
text
message
 discounts
or
coupons
to
shoppers
when
they’re
in
the
 proximity
of
a
store

  • 4. Mobile
has
hit
the
mainstream
in
the
U.S.
 75%
of
the
16.7
million
total
mobile
At
the
end
of
2009,
the
number
of
mobile
 users
who
check‐in,
do
so
with
a
subscribers
had
grown
to
280
million,
 smartphone.
reaching
87%
of
U.S.
households.

 7.1%
of
the
entire
U.S.
mobile
phone
12.6
million
smartphone
owners
used
 population
uses
check‐in
services
and
check‐in
services
like
Foursquare,
Gowalla,
 17.6%
of
smartphone
users
checked
in
or
Facebook
Places.
 during
the
month
of
March.

Check‐in
users
tend
to
be
young
with
18‐24
year
olds
(26%)
and
25‐34
year
olds
(32.5%)
making
up
more
than
half
of
all
users.
They
tend
to
be
students
(23.3%)
and
have
full‐time
jobs
(46.4%).
 The
New
York
Times,
May
12,
2011
 ComScore
Says
Check‐In
Users
are
Young,
Employed
&
Use
Android

  • 5. Why
check‐in?
•  Share
what
you
are
doing
in
real‐time
•  Read
reviews
•  Rate
service,
leave
suggestions
•  View
photos
•  See
who
else
is
in
the
same
location
•  Receive
special
deals
•  Explore
new
places
around
you

  • 6. How
can
this
benefit
your
business?
•  “Free”
word
of
mouth
•  Reviews
and
ratings
 –  Positive
and
negative
feedback
will
be
posted
•  Offer
check‐in
deals
and
specials
 –  Attract
new
customers
 –  Reward
loyal,
repeat
customers
•  Obtain
some
customer
demographic
 information

  • 7. •  Website
launched:
February
2004
•  Users:
More
than
500
million
•  Average
user:
 –  has
130
friends
 –  is
connected
to
80
community
pages,
groups
and
events
 –  creates
90
pieces
of
content
each
month
•  Mobile
users:
More
than
250
million
 –  Twice
as
active
on
Facebook
than
non‐mobile
user
•  Facebook
Places
launched:
August
2010 
•  Merge
your
Place
and
Business
page
Data
source:
http://www.facebook.com/press/info.php?statistics

  • 8. •  Launched:
March
2009
•  Users:
Over
8
million
worldwide
 –  Adding
35,000
new
users
each
day
•  Check‐ins
per
day:
Over
1.5
million
 –  Half
a
billion
check‐ins
in
2010
•  Businesses:
Over
250,000
using
merchant
 platform
Data
source:
https://foursquare.com/about

  • 9. Specials
to
attract
new
customers.

  • 10. Specials
that
encourage
loyalty.

  • 11. •  Launched:
July
2004
•  Visitors:
More
than
50
million
monthly
•  Local
reviews:
More
than
17
million

•  Yelp
mobile:
 –  3.2
million
unique
visitors
 –  Over
1/3
of
all
searches
come
from
 mobile
 –  Every
other
second
a
user
generates
 directions
or
calls
a
local
business
from
 the
Yelp
app
Data
source:
http://www.yelp.com/faq#what_is_yelp

  • 12. •  Launched:
Summer
2009
•  Users:
1.4
million
•  Retail
partners:
 –  Target
 –  Best
Buy
 –  Macy’s
 –  Crate
&
Barrel
•  User
check‐ins:
Millions
 –  5
million
partner
products
have
been
scanned
•  Presence
in
nearly
1,500
retail
locations
and
160
malls,
 across
39
states

•  Similar
to
Checkpoints
app
Data
source:
http://www.adweek.com/news/technology/shopkick‐partners‐crate‐barrel‐131411

  • 13. Business
Strategy
 
Marketing
Strategy
 
 Creativity
 
 Resources

  • 14. Our
recommendations:
•  Have
a
social
media
plan
•  Location‐based
social
media
is
one
component
 of
you
overall
plan
 –  Must
be
a
good
fit
•  Only
do
what
you
can
manage
•  Test
out
specials
•  Do
not
forgo
traditional
advertising
 –  Develop
a
marketing
strategy
that
incorporates
a
 variety
of
mediums

  • 15. What
you
learned
today:
•  About
location‐based
social
media
•  Data
about
mobile
phone
usage
•  Why
people
check‐in
•  How
location‐based
social
media
can
benefit
 your
business
•  Specific
location‐based
apps
•  Our
recommendations