Location Based Services


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-By John Kim of Whrrl
Created for MSFT Alum and SMCSeattle Social Media 101 event at UW on Sept 16, 2010.

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  • 1 – Neilsen 2 – Opera 3 - Penn, Schoen & Berland Associates conducted nearly 300 interviews among US general population over 18 years of age October 15-21, 2008. Margin of error is ± 5.69%. http://www.psbresearch.com/files/ResultsOfMicrotrendsNewInfoShoppers.pdf “ OCJake : Amazon Prime + Amazon mobile iPhone app = new favorite thing! If you have an iPhone, I HIGHLY recommend the combo. Worth the $79/yr.” • from Twitter on Dec 29, 2008 ashercastillo : Finds it funny to be using snaptell on his iPhone to look up book prices online via the wifi @ barnes and noble.
  • Location Based Services

    1. 1. The Importance of Location Based Social Mobile Media John Kim VP of Products of Pelago
    2. 2. Something to think about…. What happens next? Other trends? Paper? Too costly, analog, and wasteful
    3. 3. Some numbers to think about…. Sources: GMA-Deloitte Shopper Marketing Report $500B Annual Spend 70% of decisions are made in store
    4. 4. Some numbers to think about…. >50% penetration within 1 year from now
    5. 5. What will be the source of influence? <ul><li>Physical world commerce is massive </li></ul><ul><ul><li>90-95% of commerce occurs in physical world locations. Difficult to find digital channel for everyday life – buying gasoline, dinner with friends, date night at the movies. </li></ul></ul><ul><li>Consumers are always connected to social networks </li></ul><ul><ul><li>60%+ of U.S. mobile web traffic goes to social networks. </li></ul></ul><ul><li>They rely on social media to make purchase decisions (even at the retail store) </li></ul><ul><ul><li>49%+ of “connected customers” made a purchase based on recommendations from a social networking site. </li></ul></ul>
    6. 6. Primer: Location vs. Place
    7. 7. Precision matters <ul><li>Primary values: </li></ul><ul><li>What am I learning about myself? </li></ul><ul><li>What does it mean to others? </li></ul><ul><li>How can this data make my everyday life more fun or make information to me more relevant? </li></ul>
    8. 8. So what’s the deal with checking in? What can I learn about myself? What does it mean to others? How can this data make my everyday life more fun or make information to me more relevant? Did you know people go to Ipanema Grill for lunch after going to Seattle Art Museum
    9. 9. So why should physical world businesses care? <ul><li>People are voting with their feet </li></ul><ul><li>They are creating media </li></ul><ul><li>This is the opportunity to drive: </li></ul><ul><ul><li>Activation </li></ul></ul><ul><ul><li>Virality </li></ul></ul><ul><ul><li>Compulsion </li></ul></ul>
    10. 10. What should they do about it? Experiment!!! <ul><ul><li>Activation: How do I get consumers to check-in? </li></ul></ul><ul><ul><li>Virality: How do I get consumers to share something about my place? </li></ul></ul><ul><ul><li>Compulsion : How do I keep customers coming back? </li></ul></ul>