2011 BarkWorld Expo Presentation - LBS & the "Check-in" Revolution
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2011 BarkWorld Expo Presentation - LBS & the "Check-in" Revolution

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My presentation on Oct 1, 2011 at the BarkWorld Expo in Atlanta, GA titled "LBS & the Check-In Revolution". Presentation covers LBS apps like Foursquare & Gowalla as well as in-store exploration apps ...

My presentation on Oct 1, 2011 at the BarkWorld Expo in Atlanta, GA titled "LBS & the Check-In Revolution". Presentation covers LBS apps like Foursquare & Gowalla as well as in-store exploration apps Checkpoints and Shopkick. I also touch on consumption based check-in apps with Untappd along with the rise of Social TV applications such as GetGlue, Miso, and Shazam.

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  • http://www.adweek.com/news/television/fighting-attention-132235

2011 BarkWorld Expo Presentation - LBS & the "Check-in" Revolution 2011 BarkWorld Expo Presentation - LBS & the "Check-in" Revolution Presentation Transcript

  • LBS & the “Check-in” Revolution
    2011 BarkWorld Expo
    Chad Elkins - @ratpack
  • Over 5 Billion Mobile Phones Worldwide.
    37% are Smartphones, rising to 43% in 2015.
    6.1 Trillion Text Messages sent in 2010.
    Over 400Kapplications in the Apple App store and 300K in the Android marketplace.
    The Apple App store topped 15 Billion downloads in July 2011.
  • Extension of Personal Self
    “It’s my Life.”
    Mobile phones are among the most personalized and cherished consumer possessions.
    According to a new survey from Prosper Mobile Insights, 52.9% of smartphone owners use all the functions of their smartphone, saying that "It's my life."
  • What is a “check-in”?
    It is a function that facilitates the sharing of an activity. The important aspect of checking in is not that one is doing the activity itself, but the fact that the person chose to share they were doing that activity.
  • Key Location Based Services Demographics
    • 18-34 year olds count for 60% of the users
    • Users are split by genders, but males share more
    • 1 in 5 smartphone owners use check-in services
    • Over 50% are motivated to use the service for discounts
    • Approximately half of non-users site privacy as their biggest concern
  • Foursquare
    Users: Approximately 10 million worldwide. 40% are international.
    Hit a total of 1 Billion check-ins the week of Sept 19th 2011.
    Pioneer in defining the “check-in” for the masses
  • image source: CNET
    images source: Business Insider
    image source: TechCrunch
  • Foursquare Business Experience
    image source: PlacePunch
  • Foursquare Open API
    Image source: CBS News & InventorSpot
  • CPG Examples - Safeway, GranataPet, & GrillMates
  • How Can This Be Used for my Personal Brand?
  • Gowalla
    Users: Approximately 1.1 million
    Wants to help you “craft the narrative of your life” - CEO Josh Williams
    Check-ins are called “Stories”
    source: Mashable
  • Image source: all things digital
    image source: Mobile Marketing Watch
  • Gowalla Business Experience
    • Our agency helped IHG become the first large hotel chain to launch a full campaign incorporating Gowalla’s service across all of its eight brands.
    • Had 1,000 of IHG’s 4,400 properties listed in its database of more than 1 million “spots” (or locations)
    • 16% conversion rate for people who checked into the property and then requested more info.
    • Of those people, 23% of people who received emails registered for the program.
  • Gowalla Disney Use Case
  • How Can This Be Used for my Personal Brand?
  • Impact of LBS on Audience Reach for a Local Non-Profit
  • In-Store Exploration LBS Examples
    Shopkick – 2.3 million users (as of Sept 2011)
    CheckPoints – over 800k users (as of July 2011)
    Source - Mashable
    Source - TechCrunch
  • Future of LBS
    • Local loyalty through unique concepts
    • Instant/Automatic check-ins
    • Sentiment Analysis to Recommendation Engines – Ex. Bizzyand We & Co
    • Better Ways to Meet New People – ex Singlesquare
    • Deeper Integration Within Business Loyalty Programs & Recommendations
    • Continued Migration to add more “Now What” to the “Where”
    • LBS expected to bring in $10 billion in revenue by 2016
    *source: gigaom.com
  • Consumption Based Check-ins
    Entertainment - GetGlue, Miso, & Shazam
    Beverages - Untappd
  • Second & Third Screens
    Shift in Content Consumption
    Consumers no longer focus attention on one activity.
    Sharing what they are consuming across social networks is rapidly gaining momentum.
  • Future of TV Consumption - Rise of the Second Screen
    • 94% of TV Watchers Were Distracted When Ads Were Displayed
    • 60% of Those Distractions Were From a Smartphone
    • 70% of Tablet Owners Used Their Device While Watching TV
    • 86% of Mobile Users Access the Internet on Their Device During Shows
    Source: AdAge May 2011 & Nextekis May 2011
  • GetGlue – 1.5 Million Users
    source for images: getglue.com
  • Miso
    Shazam Audio Fingerprinting
    image source: veronicawallstrom.com
    images source: miso
  • Untappd– Over 1 Million Check-ins
    image source: blogaboutbeer.com
    image source: oaggle.com
  • Questions?
    Continue the conversation
    on Twitter - @Ratpack
    Source: AdAge May 2011 & Nextekis May 2011