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.

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Location Based Services at ASBTDC-May 2011

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