Flcto lbs for sm bs

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Flcto lbs for sm bs

  1. 1. Location Based Services For Small Business October 3, 2010
  2. 2. Who Am I? A new trade association that thinks location- first, and then seeks to determine the marketing media mix necessary to reach the consumer or customer @asifrkhan Kick-off @thelbma October 14th
  3. 3. What Is LBS? A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device Wikipedia
  4. 4. My Definition LBS bridges the gap between all forms of marketing media. Inclusive of social media, internet, and real life interaction
  5. 5. Local Search Matters Local search IS the game changer for businesses that want to market locally
  6. 6. The Numbers Support It 80% of searchers research online before purchasing in a 10-20 mile radius Almost every local search now includes mapped results
  7. 7. The Numbers Support It 82% of local searches follow up off-line via an in-store visit, phone call, or purchase. 74% of Internet users perform local searches.
  8. 8. Local search volume is growing exponentially At 50% every year 1 billion local searches per month in 2009 1.5 billion local searches per month in 2010 (projected) 2.3 billion local searches 2011 (projected) 3.45 billion local searches 2012 (projected)
  9. 9. We are currently experiencing a mobile REVOLUTION
  10. 10. # 1 Access Method The #1 access method for local information is the mobile browser with 20.7 million users per month. 50% of connections to the internet are from mobile phones.
  11. 11. What does that mean for your local business?
  12. 12. Your customers are looking for you, but can they find you?
  13. 13. It’s Free !
  14. 14. Google Places It tells the search engines that they have the most accurate and up-to-date information about your business location. It gives YOU, the business owner an opportunity to out-rank competitors by optimizing your business listing for targeted keyword sets and geographic areas.
  15. 15. Customer Awareness Your customers are talking about you, but are you listening?
  16. 16. Over 38 million people visited Yelp in August 2010 to make spending decisions. • Communicate with your customers privately or publicly. • Track how many people view your biz page. • Add photos, detailed biz description. • Announce special offerings. • Post up-to-date information and specialties.
  17. 17. Are you following the conversation?
  18. 18. Are you following the conversation, where 3 million people are?
  19. 19. Bills itself as 50% friend finder, 30% social guide, 20% nightlife game. • Check-in functionality • Earn points • Get badges • Social City Guide • Friend Finder
  20. 20. Top 3 Foursquare Categories Tv Network or Tv Show Newspaper, Magazine or News Website City Guides - LOCAL BUSINESSES
  21. 21. Big brands are using it Zagat - 62,573 Bravo 61,237 MTV - 58,494 The History Channel - 57,136 Bastard Jeans - 43,863
  22. 22. “The only really useful communications tools are those that create better relationships” Joanne Jacobs
  23. 23. Facebook Places
  24. 24. Are you connected to a highly targeted online audience?
  25. 25. Are you reaching out to them where they are hanging out?
  26. 26. Are you giving them incentives to buy from you?
  27. 27. The Merging of Technologies Think Foursquare + Groupon
  28. 28. LBS creates traffic to your business
  29. 29. Share experiences St. Edward’s University used Whrrl to collate photos and feedback during their gradua=on. By all checking in they were able to share their  experiences with each other there and then, rather than being dispersed on many different photos albums across Facebook aDer the event.  
  30. 30. Get relevant information Metro has partnered with Foursquare in Canada to provide it’s followers with recommenda=ons that are relevant to where their users are.  Reviews of the nearest restaurants, bars and shops when people need them. Great poten=al for tourism and big ci=es generally.  
  31. 31. Launch products Jimmy Choo launched a treasure hunt through foursquare, as well as twiKer and facebook, to launch their new trainers. The trainers checked in  at a loca=on and if you checked in whilst they were s=ll there you won a pair of your choosing.  
  32. 32. Drive in store Chevy set‐up a series of walking tours around Aus=n during SXSW. If they completed the tour they earned a badge that allowed them to collect a  limited edi=on Hot Wheels car on the showroom floor. In addi=on to this when you checked in at the airport Chevy said hello and lucky winners  got a free ride to their hotel.  
  33. 33. Bring your fans together (not just virtually) The Swam badge is par=cularly difficult to get. You need to have 50 people checked in the at the same place. A.J. Bombers in Milwaukee hosted  an event to achieve just this, bringing together all of their fans in a celebra=on of joint achievement.  
  34. 34. Extend experiences Although badges probably have a preKy short shelf life and Bravo will surely con=nue to innovate, this type of experience makes the shows  people watch a broader experience than before. Going to the featured spots or sets. Imagine if the Sopranos had done it..  
  35. 35. Reach people near point of sale Knowing where people are means you know when they’re coming to your store. HM offer up to people virtual goods on My Town, giving them  more points in the game and an incen=ve to shop instore.  
  36. 36. Establish yourself in new categories Checking in that you were at a football game in South Africa, or were watching one with friends back home helped you towards unlocking CNN  themed badges. I’m preKy sure that’s why this girl from Paraguay always kept her mobile so close.  
  37. 37. The Future
  38. 38. Locations share software This is Tabbed out which allows you to open a tab at the venue you’re in and seKle it all through your mobile. This could be the precursor to a set  of shared loca=on services. BIA’s/retailers are a united bunch you could see them using something like this. Small businesses across Canada could  help each other out to combine against big box retailers. 
  39. 39. Key Take Aways “People are the “media channels”…LBS makes word of mouth marketing relevant” “It’s not only about hyper-local, but really about hyper-relevance” “Content is king, but context is the advisor” “We are only in the 1st inning of extra- innings game in LBS.
  40. 40. Thank-you Tel: +1 416-564-4820 @asifrkhan @thelbma www.thelbma.com www.asifrkhan.com

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