BITB -- Location Based Marketing


Published on

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

Published in: Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

BITB -- Location Based Marketing

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