BITB -- Location Based Marketing
Upcoming SlideShare
Loading in...5

BITB -- Location Based Marketing



Chris Book's presentation at agencyside's "Back in the Black" account team training.

Chris Book's presentation at agencyside's "Back in the Black" account team training.



Total Views
Slideshare-icon Views on SlideShare
Embed Views



0 Embeds 0

No embeds



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    BITB -- Location Based Marketing BITB -- Location Based Marketing Presentation Transcript

    • Location-based Marketing Chris Book @ChrisBook Back in the Black: April 28 – 29, 2011
    • First things first
      • Location-based = Mobile
        • Yes, there are applications on mobile devices that are not LBS
        • No, these are not mobile applications. They are applications on mobile devices
        • Useful, fun to have. Not exclusively mobile
    • LBS Maturity
      • The Players
        • Foursquare
        • Gowalla
        • Facebook Places
        • ChatterPlug
    • LBS Maturity
      • Industry Growth
        • Foursquare has more than 7 million users
          • In April 2010 – 1 million
          • 381 million check-ins in 2010
          • Foursquare has 51% of marketshare, while Facebook places is estimated at 4%*
        • 43% of LBS users check-in multiple times per day
        • 47% of companies will use LBS services for deals in 2011
        • *Online Marketing Trends
    • Room for Growth
      • There are currently 60 million smartphones in the United States. By the end of 2011, 82.8 million additional phones will be activated.
      • *Nielsen
    • Yet, There’s Concern
      • Despite eMarketer finding that 74% of consumers leave with a positive impression of a company or brand after interacting via new media, a recent study by Applied Predictive Technologies estimated that the average revenue increase seen by businesses when implementing Foursquare or Facebook Places is only 2%.
    • But Why?
      • It’s centered around the check-in
        • Check-ins aren’t engaging
        • Check-ins offer little return for consumers and next to nothing for businesses
          • Yes, there are some whimsical deals (yet 37% of users have never received any type or reward*)
          • Keep in mind – we had deals before social was around. That wasn’t the point. Social was put in place to create and build relationships, not give me a buck off coffee
      • Online Marketing Trends
    • But Why?
      • No business focus with existing tools
        • No consumer engagement
          • Real-time isn’t a luxury, it’s expected
          • Deals aren’t the answer, engagement is
        • No multi-location capabilities
        • Few analytics/tool integrations
      • Only when a tools addresses business needs first, can efficiencies be passed onto consumers
    • Let’s Fix This
      • The industry lacks a tool that is focused on providing businesses with the tools that they need to succeed in the LBS space.
        • Live, real-time
        • Multi-locational
        • Rich analytics
        • Loyalty/rewards platform
    • Paradigm Shift
      • In order to capitalize on a location-based business tool, businesses must be willing to take undergo in a 4 part paradigm shift:
        • Real-time
        • Accountability
        • Customer service
        • Data reliance
    • Paradigm Shift
      • Real time
        • The market demands real-time
          • Each customer is carrying what is essentially a computer with them at all times
          • They are never disconnected from their friends, contacts and tools. They expect the same from you
          • A business must be able to respond, interact, and engage at ALL times
    • Paradigm Shift
      • Accountability
        • The veil between the customers and businesses is removed
          • Customer bases are more empowered than ever to speak up and have their voices be heard
        • If a business messes up, you don’t just offend a customer, you offend their entire network of friends and associates
        • Fix it, and fix it now
    • Paradigm Shift
      • Customer Service
        • Every customer you have is now an industry critic – the equivalent of a New York Times restaurant reviewer
        • The are no off days
        • Your employees as “Cast Members”
          • Each employee must fully understand that they are a representative of your business AT ALL TIMES
    • Paradigm Shift
      • Data Reliance
        • Because each customer is carrying around a computer, you must approach your on-location business the way an e-commerce business approaches theirs
        • Data can do what you can’t: Be Impartial
    • Application
      • Product Testing
      • Secret Shopping
      • Travel Check-ins
      • Organization Knowledge Transfer
      • SEO Benefits
      • Marketing Tool Integration
    • What’s This Mean for Agencies
      • Position yourself as the go-to resource, making your agency indispensible
        • Informed Decisions
        • Know before your client – Emergency PR
      • Recurring revenue
        • Strategy
        • Analytics
      • Referring fees
    • What’s This Mean for Agencies
          • Thank You
          • Chris Book
          • @chatterplug