Location Based Services at ASBTDC

BlueZooWebsites.comTwitter.com/ccondray 1/26/2011

Collin Condray 15 years experience in web development and programming Retail data analysis for multi- billion dollar companies (3M and Tyson) Social media marketing  Agency experience with Collective Bias and Saatchi X  Local speaker at University of Arkansas, JBU, & Webster University Currently Director of Technology at Blue Zoo Websites

Introductions Who do you work for? What do you do? What is your experience with social media or location based services? What do you hope to get out of today’s session? 3

Please Ask Questions! 4

Would you like to… Get more word of mouth about your organization? Reward your best customers and secure their loyalty? Let your strongest fans become public ambassadors? 5

Would you like to… Have someone handing out flyers on every corner 1000 ft around your location? Get more traffic from search engines? Have another way to generate content on social networks? 6

Location Based Services (LBS) 7

How do LBS work for visitors? Users “check in” to a location, primarily using their smartphone’s GPS. Customized messages about what they’re doing can be sent to people who check in 8

How do LBS work for visitors? Location Items/Rewards Societies/Groups User generated content  Reviews  Pictures 9

How do LBS work for visitors? Check in notifies all the friends on the service Most connect to Twitter and Facebook automatically Average Facebook user has 140 friends; they can be notified for every check in. 10

How do LBS work for owners? Locations claim their location and manage specials Manage local activity through the LBS site Make sure you claim your own organization to prevent squatting 11

How do LBS work for owners? Most LBS have widgets for your website to allow cross promotion 12

Why are LBS important? Users in billions 4.6 1.6 1.4 1.2 Landline Television PCs Cell phonesTelephones 13

Why are LBS important? Number of those using LBS tripled between 2009 and 2010. Source: eMarketer 14

Why are LBS important? Number of mobile social network users is expected to increase 27% this year. iPhone moving to Verizon, growth of the Android OS, and new tablets will create more demand. Source: eMarketer 15

Why are LBS important? Make choices of where to go based on other people’s feedback. 16

Who’s using LBS 7% of adults who go online with their mobile phone use LBS 8% of online adults ages 18- 29 use location-based services 10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%). 6% of online men use a LBS vs. 3% of online women. Source: Pew Internet Research Center 17

Who’s using LBS Among online adults, 62% use a social networking site such as Facebook. 6% of these users use LBS. 24% of online adults make updates using Twitter or another service. Ten percent of these status update site users use a location- based service, over twice the rate of the general online population. Source: Pew Internet Research Center 18

Mobile phone users say they’d use LBS Only 13% would not find LBS useful in some capacity. Source: eMarketer 19

What the experts are saying “Go back three years ago. Twitter was being used by the same crowd that is playing with Foursquare today…. But I think this lame little location game is going to be bigger than Twitter.”  Robert Scoble, @Scobleizer, January, 2009 20

LBS Concerns Privacy Which people can see updates: everyone or just friends? Same rules as status updates 21

LBS Concerns Anyone can leave a message without your permission. Need to be aware of what your customers are saying. 22

LBS Concerns Lack of business adoption 23

Facebook Places One of the newer services Large user base (500 million) Already built into the existing Facebook app so visitors are more likely to have it 26

How are they social? Posted to your wall for friends to see One of the few that is not GPS based Friends can check you in (even if you’re not there) 27

Check In Click the Places option 28

Friend activity Note nearby friends and when they checked in Not required to actually be there 29

Check In Find local places 30

Check In You can check in your friends, and they can check you in as well. Option to leave a message or photo for your wall to let other people know what you’re doing 31

Why should you use Facebook Places? Multiple ways to offer deals Deals and donations are offered by individual businesses. Friend deals require tagging a number of friends to share savings. Loyalty deals require multiple check-ins, similar to a traditional punch card. 32

Foursquare One of the original LBS so it is well recognized Many more places mapped out Second biggest user base (4 million) after Facebook 34

Check In Shows what your friends are doing Option to join them 35

Check In Find your location. See if there are nearby specials Not necessarily real names. “Chez Smith” might be someone’s house. 36

Check In Tap through to nearby specials Current mayor Tips about local places 37

Check In View the special May require something special to unlock 38

Check In Leave your own message or photo Share with friends within Foursquare and on other social media networks like Facebook and Twitter 39

Check In Encourages multiple logins with social gaming Mayor, first stop bonuses 40

Earn Badges Based on volume of use at certain locations 41

Leaderboard Competition See how your friends are doing Competition encourages more check ins 42

Why you should use Foursquare Size of user base Get a window cling or a QR bar code to remind users to check in Free to register your location and offer deals 43

Location Resources Mayor specials Frequency based specials after a certain number of check ins Check-In offers Wildcard specials are always unlocked, but there is some condition that an employee has to verify. 44

Location Resources Provides analytics with traffic, frequency, time of day, and comments Start tracking user activity immediately 45

Case Study Foursquare is helping promote tourism in Chicago. Unique badges Encourages new people to visit certain places 46

Gowalla One of the newer services Smaller user base (390,000 users) 48

How are they social? Has gifting built into it. Virtual souvenirs or icons that can be traded with friends or hidden for the next visitor Encourage users to follow Trips to visit multiple places and stamp their Gowalla Passport. 49

Check In Shows what your friends are doing Option to join them 50

Check In Display nearby locations Locations are categorized as restaurant (e.g. family, American, Asian), bar, convenience store, etc. 51

Trips Multiple location check ins 52

Pins For completing certain tasks 53

Check In Location statistics 54

Check In Leave your own message Share with friends within Gowalla and on other social media networks like Facebook and Twitter 55

Why should you use this service? Gowalla now supports checking in on both Facebook Places and Foursquare in addition to sharing with both Twitter and Tumblr. Multiple location feature. Good if you have more than one physical location or partners. 56

Case Study 57

Whrrl Relatively small user base (350,000 users) Based around a story known as a footstream. Others can contribute to a story as well. 59

How are they social? User generated societies. Some societies are joined automatically when a check in occurs Shared reviews User comments within Footstreams 60

How are they social? Point based system with a leaderboard 61

Check In Check ins also include recommendations from other users at nearby places 62

Check In User recommendations accepted 63

Check In Recommendations for the next stop 64

Check In Range of notifications 65

User Generate Recommendations Can be positive or negative 66

Check In Syndicate back through Facebook and Twitter 67

Win instant prizes Checking in gives you the details of how to win the prize 68

User Generated Actions Get extra points by completing tasks people who have been there before have proposed You can also make recommendations that will get you points if other Whrrl users complete them 69

Society Participation Belonging to a society gets you rewards. 70

Multiple logins are encouraged More logins and earning more points give you improved win options 71

Not every visit is a winner Encourage multiple visits. 72

Case Study Win a chance for free gas a Murphy Oil. 73

Why should you use this service? Building a community around shared interests and events. Multiple reward opportunities Good for documenting events such as concerts after checking in. 74

Other Services SCVNGR Yelp – local search and user reviews Twitter Google Latitude Stickybits-Social barcodes Urbanspoon 75

Group Buying Lets shoppers “gang up” on a deal. Retailers get guaranteed customers. 76

Listen What are your customers saying about you on location based services? Check into your own location. Is there anyone already passionate about you? 78

Engage POST  People  Objectives  Strategy  Technology 79

People What are you customers ready for? Do the demographics match? Do you see a lot of people at your location with smartphones? How open to sharing are they? 80

Objectives What are your goals?  Listening  Get insights  Talking/broadcasting  Amplify existing marketing initiative  Supporting  Embracing – integrate your customers 81

Strategy What change do you want your customers to make?  Carry messages to others  Engage more with your organization 82

Incentives What would your users consider a “wow” they must share with their friends? 83

Employee training Make sure employees:  Remind visitors to check in.  Understand how to redeem special offers. 84

Technology What LBS should you use?  Reach  Storytelling  Incentives 85

Measure Number of check ins Key influencers, who’s talking about you 86

Measure What are they saying? (wordcloud) Good vs. bad comments? Are the number of good comments going up? 87

What can you do with the measurements? Customer service  “Geez, one bad employee can really ruin your day!” Correct misinformation What is it that the community has an interest in that is not currently being discussed online? 88

Reacting to Measurements• Generate awareness among customers and other community members about your organization• Increase employee awareness 89

Reacting to Measurements• Keep content/interactions helpful, fun, and inspiring• Increase impressions from multiple sources on a variety of platforms 90

Blog.BlueZooWebsites.com Twitter.com/ccondray 1/26/2011

Location Based Services at ASBTDC

by Collin Condray

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