Groupon was the pioneer, living social copied.Back Alley Waffles. Started with no money hoping Groupon would bring them money and didn’t, and then closed.
1. SoLoMoSocial, local and mobile.
2. What is it?• Geosocial Networking is a type of social networking that uses geolocation to create a community of users.• Geolocation is the process of identifying the geographic location of a person by a device by means of digital information processed.• How do they work? – Using geolocation social networks from a computer can be IP-base. – For mobile use, texted location information or mobile phone tracking can enable location-based services to enrich social networking.
3. History• SoLoMo came after the term Hyperlocal – Hyperlocal is the most up-to-date information in your area. • Ex. Local search queries.• With the increase of smartphone usage and the popularity of social sites; Hyperlocal transformed into SoLoMo.• Even though there are countless sites, SoLoMo is still seen as the next-best-thing that wasn’t. But why?
4. Why aren’t people checking-in? – 50% Don’t have a smart phone – 49% Have no motivation – 48% Cited privacy concerns
5. • Who is using it?• What platforms are being used?• Where are they using it?• Why are they using it?
6. Ones to watch• Largest/Most popular: – foursquare/SCVNGR – YELP – Groupon/living social – Facebook Check-in• Newest: – Banjo/highlight
7. Types of networks• Location-based social network – Check-in – GPS• Geo-location Deal-of-the-day/ Social Shopping
8. Why Use Them For Business?• Create Loyalty• Return Visitors• Brand/Store Advocates• Increase Sales
9. Foursquare• Gowalla and foursquare lead the pack. They were launched at SXSW 2009.• Three years later Facebook bought Gowalla and is now officially shut down.• Foursquare is still up and running with around 20 million users.
10. Foursquare• Foursquare is a location-based social networking website for mobile devices, such as smartphones. – As of February 2011 there were 7 million users. April 2012 it was reported to have 20 million registered users.
11. Foursquare• How to use it for Marketing? – Brands can create pages that allow users to “follow” the company and receive special tips when they check in. – Companies can also create specials which are incentives for users to check in. • Examples: check-in at Chili’s, get a free chips and salsa. • $10 off a ticket at the Houston Aquarium for checking in. • Returning customer specials as well as Mayoral discounts – July 25, 2012 foursquare revealed “Promoted Updates”, an app update which will allow companies to message users about deals or available products.
12. SCVNGR• SCVNGR is a social location-based gaming platform for mobile phones. – As of February 2011 SCVNGR had over 1 million users.• Launched LevelUp in March of 2011, which is a mobile payments platform to increase engagement and loyalty at local businesses.• How can you use it for marketing? – Companies can build pages and interact with their consumer by How to start marketing on SCVNGR creating tasks. http://mashable.com/2011/06/08/scvngr-marketing-guide/ – Provide customer incentives and How to play SCNVGR http://vimeo.com/15175607 deals. How to build a challenge http://vimeo.com/15175672
13. Yelp• Yelp works as a social networking, user review, and local search website. – Combines Google Search, Google+ Local, and foursquare. – As of January 2012 Yelp had more than 71 million monthly unique visitors.• How to use it for Marketing? – Businesses may advertise with Yelp for preferred search result placement and extra listing features. • Extra features include video and photo albums.
14. Groupon• Groupon is a deal-of-the-day website that features discounted gift certificates usable at local or national companies. – 40 Million subscribers• How to use it for Marketing? – Retailers, who can treat the coupons as quantity discounts as well as sales promotion tools. – Use for business when it has excess inventory, to repeat sales, additional sales, excess capacity, attracting a young demo, or to generate buzz.
15. Beware• Some businesses have taken a hit when working with Groupon. – Know how many customers is too many and be prepared to handle the influx – Have a plan to retain new customers• Groupon’s stock has dropped 72% since coming public November 7, 2011. – Now work $7.31 each
16. Living Social• Living Social is a deal-of-the-day website that features discounted gift certificates usable at local or national companies. – 10 million subscribers• How to use it for Marketing? – Exactly the same as Groupon – Living Social provides new customer leads because people refer friends.
17. Facebook Check-in• Facebook created a “Places” page where people can check in at. (Fans pages) – Facebook Check-in is Facebook’s version of Foursquare. – It uses the GPS on mobile devices to let your friends know where you are.• How to use it for Marketing? – Offer deals to consumers – Because Facebook has such a large audience people who check-in become brand advocates and broadcast your business information via check-in. It’s like shouting it in a mega phone.
18. Banjo/Highlight• Banjo is a “GPS Social” site – You can connect multiple social sites to Banjo and by using the GPS on the phones you are able to connect with people around your area.• Highlight is also a “GPS Social” site – You can “highlight” your friends to see what they do and where they go. – “Highlight” your interests (based off of what you’ve Liked on Facebook) and you can find people in your area with similar interests.• Marketing options are very limited at the time.
19. 2012 Up-and-comers• Skillshare-Online marketplace for offline classes.• Zaarly-Local version of Craigslist.• LevelUp/SCVNGR-Loyalty program with mobile payments.• Dwolla- Transfer money via Facebook, Twitter, SMS or other virtual channels.• Eventbrite- Sell tickets to your events through Eventbrite.• Codecademy-Making code less intimating. Offers classes on coding.