Location Based Services at ASBTDC-May 2011

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Here is the presentation location based services that I gave on May 25, 2011 at the Arkansas Small Business Technology Development Center.

Here is the presentation location based services that I gave on May 25, 2011 at the Arkansas Small Business Technology Development Center.

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  • 1. BlueZooCreative.comTwitter.com/ccondray 5/25/2011
  • 2. Collin Condray 16 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
  • 3. 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
  • 4. Please Ask Questions! 4
  • 5. 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
  • 6. 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
  • 7. Location Based Services (LBS) 7
  • 8. 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
  • 9. How do LBS work for visitors? Location Items/Rewards User generated content  Reviews  Pictures 9
  • 10. 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
  • 11. 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
  • 12. How do LBS work for owners? Most LBS have widgets for your website to allow cross promotion 12
  • 13. Why are LBS important? Users in billions 4.6 1.6 1.4 1.2 Landline Television PCs Cell phonesTelephones 13
  • 14. Why are LBS important? Number of those using LBS tripled between 2009 and 2010. Source: eMarketer 14
  • 15. 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
  • 16. Why are LBS important? Make choices of where to go based on other people’s feedback. 16
  • 17. 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
  • 18. 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
  • 19. Mobile phone users say they’d use LBS Only 13% would not find LBS useful in some capacity. Source: eMarketer 19
  • 20. 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
  • 21. LBS Concerns Privacy Which people can see updates: everyone or just friends? Same rules as status updates 21
  • 22. LBS Concerns Anyone can leave a message without your permission. Need to be aware of what your customers are saying. 22
  • 23. LBS Concerns Lack of business adoption 23
  • 24. 24
  • 25. 25
  • 26. 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
  • 27. 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
  • 28. Check In Click the Places option 28
  • 29. Friend activity Note nearby friends and when they checked in Not required to actually be there 29
  • 30. Check In Find local places 30
  • 31. 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
  • 32. Why should you use Facebook Places? Multiple ways to offer deals Deals and charity 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
  • 33. 33
  • 34. Foursquare One of the original LBS so it is well recognized Many more places mapped out Second biggest user base (8 million) after Facebook 34
  • 35. Check In Shows what your friends are doing Option to join them 35
  • 36. Check In Find your location. See if there are nearby specials Not necessarily real names. “Chez Smith” might be someone’s house. 36
  • 37. Check In Tap through to nearby specials Current mayor Tips about local places 37
  • 38. Check In View the special May require something special to unlock 38
  • 39. Check In Leave your own message or photo Share with friends within Foursquare and on other social media networks like Facebook and Twitter 39
  • 40. Check In Encourages multiple logins with social gaming Mayor, first stop bonuses 40
  • 41. Earn Badges Based on volume of use at certain locations 41
  • 42. Leaderboard Competition See how your friends are doing Competition encourages more check ins 42
  • 43. 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
  • 44. 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
  • 45. Location Resources Provides analytics with traffic, frequency, time of day, and comments Start tracking user activity immediately 45
  • 46. Case Study Foursquare is helping promote tourism in Chicago. Unique badges Encourages new people to visit certain places 46
  • 47. 47
  • 48. Gowalla Newest of the original services Smaller user base (1 million users) 48
  • 49. 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
  • 50. Check In to “Spots” Shows what your friends are doing at a “Spot” Option to join them 50
  • 51. Check In to “Spots” Display nearby locations Locations are categorized as restaurant (e.g. family, American, Asian), bar, convenience store, etc. 51
  • 52. Passports Check into places related to the brand or topic 52
  • 53. Stamps Rewards for checking into “Spots” 53
  • 54. Trips Multiple location check ins with a theme 54
  • 55. Pins Challenges  Visit 10 pubs to earn the “Pub Crawler” pin Trips  “Thrill Seekers Unite Trip” after visiting all of the most thrilling rides at Disneyland 55
  • 56. Virtual Items Good for people with items but no location For specific items and locations Example: Tazo Tea and Whole Foods 56
  • 57. Check In Location statistics 57
  • 58. Check In Leave your own message Share with friends within Gowalla and on other social media networks like Facebook and Twitter 58
  • 59. 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. 59
  • 60. Case Study 60
  • 61. 61
  • 62. SCVNGR Newer service Game based About 1 million users 62
  • 63. SCVNGR Select your locatoin 63
  • 64. SCVNGR Go places Do challenges or treks Earn points 64
  • 65. SCVNGR Perform quick fun challenges for points Actions can be created at that point by other people who’ve checked in 65
  • 66. SCVNGR Take a picture Do an action 66
  • 67. SCVNGR See the history of people at a location 67
  • 68. SCVNGR Get rewards by earning points 68
  • 69. SCVNGR Challenges make it social User generated recommendations 69
  • 70. SCVNGR Rewards are social as well 70
  • 71. SCVNGR Collect reward 71
  • 72. SCVNGR For business owners  Profile  Analytics  Facebook widget  Stickers, training cards, posters, stands  Challenges  Treks 72
  • 73. 73
  • 74. Whrrl Closed in April 74
  • 75. Location Based Deals Lets shoppers “gang up” on a deal. Retailers get guaranteed customers. Speculated that Groupon will use Whrrl’s check in technology to facilitate location based deals. 75
  • 76. Location Based Deals Facebook adding a Deals feature Brand sponsored checking Location specific Facebook ads 76
  • 77. Other Services Yelp – local search and user reviews Twitter Google Latitude Urbanspoon 77
  • 78. Meta-Services Footfeed  Foursquare  Gowalla  Facebook Places  Google Latitude Gowalla  Checks you into Foursquare 78
  • 79. Next Generation Services Droplat Tasker Broadcastr 79
  • 80. 80
  • 81. Listen What are your customers saying about you on location based services? Check into your own location. Is there anyone already passionate about you? 81
  • 82. Engage POST  People  Objectives  Strategy  Technology 82
  • 83. 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? 83
  • 84. Objectives What are your goals?  Listening  Get insights  Talking/broadcasting  Amplify existing marketing initiative  Supporting  Embracing – integrate your customers 84
  • 85. Strategy What change do you want your customers to make?  Carry messages to others  Engage more with your organization 85
  • 86. Incentives What would your users consider a “wow” they must share with their friends? 86
  • 87. Employee training Make sure employees:  Remind visitors to check in.  Understand how to redeem special offers. 87
  • 88. Technology What LBS should you use?  Reach  Storytelling  Incentives 88
  • 89. Measure Number of check ins Key influencers, who’s talking about you 89
  • 90. Measure What are they saying? (wordcloud) Good vs. bad comments? Are the number of good comments going up? 90
  • 91. 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? 91
  • 92. Reacting to Measurements• Generate awareness among customers and other community members about your organization• Increase employee awareness 92
  • 93. Reacting to Measurements• Keep content/interactions helpful, fun, and inspiring• Increase impressions from multiple sources on a variety of platforms 93
  • 94. BlueZooCreative.comTwitter.com/ccondray 5/25/2011