Social Mobile Marketing


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Colleen Dalton, interactive marketing director for Northstar-at-Tahoe, shared her insights on how bloggers can use location-based services, such as Foursquare and Facebook Places.

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Social Mobile Marketing

  1. 1. Social Mobile Marketing Colleen Dalton Interactive Marketing Director, Northstar-at-Tahoe™ Resort Presented January 7, 2011 at Snowcial
  2. 2. What is Social Mobile Marketing? What are Location Based Services (LBS)? How Does it Work? Why are people “Checking In?” Why should Brands care? Why should a Blogger care? How can I use LBS to build my Blog Brand?
  3. 3. What is Social Mobile Marketing? Location Based Check-in Services (LBS) is one category within the broader Mobile Social Marketing Field. Social Mobile Categories: Location Based Services Gaming Mobile Central Social Networks (MocoSpace) Mobile Extensions (Social sites with ad supported APPs and Mobile Sites) APP Sharing (inviting friends to join through your Facebook/Twitter logins. Source: Diagram courtesy of
  4. 4. What are Location Based Services? Checking in, using Location Based Services (LBS) such as Facebook, Yelp, Foursquare, Gowalla offer consumers within a Brand’s geofence the ability to discover new places, learnfrom their friends, sharewiththeir friends and receive incentives and rewards from the Brand. In English: customers are using Social APPS on their Smartphones to “Check-in” to a location.
  5. 5. Heavenly® Mountain Resort’sGeofence
  6. 6. How Does it Work? Check In - Share, Earn, Learn and Be Entertained.
  7. 7. How Does it Work?
  8. 8. Why are people using Location Based APPS? To Live – I need food, gas, lodging. To Learn – What products & services are here? To Love – I want to have fun, share and be happy. To Leave a Legacy – I want to express my opinion, archive the moment, be respected and remembered. It’s not enough just to eat at a restaurant. Consumers now read, rate, review, photograph and share with their friends, in real-time. If you’re a Food Critic Blogger, “Checking In” offers a way to build your brand.
  9. 9. Why Should Brands Care? Online Optimization vs. “SEO” Take the SE out of SEO (Search Engine Optimization) for OOOnline Optimization – a far broader concept. Social Circle Optimization (Example) - Search Engine results include your “Social Circle” - Business Connections and Friend’s opinions, ratings & reviews.
  10. 10. Google Social - Optimization The quality (optimization) of your Social Circle impacts Search results. How to optimize? Be choosy with your connections & friends. Ready to try Path? Optimize your Check-In time with just 50 of your closest friends.
  11. 11. Google Places – Geo Optimization Brands must not only optimize images, video, products, blogs, to rank well in Google’s “blended results”, they must claim and continuously optimize their Google Places business listings and GPS location which now appears on the Search results page along with the Brand’s star rating, reviews, etc. The quality (optimization) of your Place Page impacts the Search Engine Results for your brand. How to optimize? Images, video, more reviews, and a complete profile.
  12. 12. Facebook Places – Geo Optimization The quality (optimization) of your Facebook Place Page(s) impacts your customers when they are Checking In. They may Check Into an erroneous “Brand” place. How to Geo optimize? Claim, consolidate, delete, Places. Use the GPS coordinates that make sense and are where people congregate and relax. Content Optimize by including an offer that signals this is the Official Brand location.
  13. 13. Social – Content Optimization Increase awareness about a great OFFER that you already have, or reinforce a Campaign you have running. Recognize your Mayor or offer rewards for various check-in logic. Drive awareness of Mobile Page by leaving a TIP. Force to top with multiple “Done This” Pump in better (but authentic) photos to push above poor quality images.
  14. 14. Brand Online Optimization It is not just about SEO anymore. The goal is OO – Online Optimization
  15. 15. Three Steps: Brand Online Optimization Ensure the Brand Geolocations (GPS Coordinates) are accurate. Claim & Manage how APPS utilize Brand Content (such as geolocation, trademark treatment, address, hours of operation, images, description). Leverage the unique tools and features of APPS that your demographics are using. “Offers” are available on most APPS. SEO may not be “dead”, but users are increasingly using APPs to find information instead of searching a Mobile Browser. How have your own habits changed?
  16. 16. Social Mobile: Location Based Check–ins % of Check-ins by APP (Market Share) in Ski Industry The real question is, what’s the Check-in Market Share pace? Whose got scale and is gunning to own the space? But also, whose got creative vision to constantly rebrand and reinvent themselves? Data Collected Dec. 3, 2010 – Jan. 3, 2011
  17. 17. Social Mobile: Location Based Check–ins % of Total Skier/RidersChecking In (Reach) Within four weeks over the holidays, on average, users checked in twice. Data Collected Dec. 3, 2010 – Jan. 3, 2011
  18. 18. Why Should Bloggers Use LBS?Please Check All that Apply Are you in the business of Communicating? Are you passionate about a subject(s)? Are you building your reputation as an expert? Would you like to make money? Bloggers can use Location Based APPS as another channel to build the brand, rippling out to users who you know, and who you don’t know.
  19. 19. In the age of the social network, there are an almost infinite number of options for creating that personal definition on the web. Checking in is just one of the newer ones.” - Caroline Giegerich, Blogstress ,The Daily Marauder. Jan. 3, 2011
  20. 20. 5 “Check-In” Tips for Bloggers Download the most popular Location-Based APPS on your Smartphone. Find APPs that target your market, with scale. Check-In a lot. Learn the differences. Push Check-Ins to your Social Networks, build your “SocialMobileSphere” friend count. Filter your Photos, Comments, Tips through the lens of your specialty. Use an Avatar that is symbolic of your specialty, and use it everywhere.
  21. 21. What Did We Learn? is Social Mobile Marketing? What are Location Based Services? How Does it Work? Why are people “Checking In?” Why should Brands care? Why should a Blogger care? How can I use Location Based Services to build my Blog Brand? Colleen Dalton, Interactive Marketing Director. January 7, 2011 Snowcial
  22. 22. Thank You, Colleen Dalton Interactive Marketing Director, Northstar-at-Tahoe™ Resort Presented January 7, 2011 at Snowcial Twitter: @ColleenDalton Facebook: /ColleenMDalton Email: