Location-Based Technologies and Social Media MarketingPresentation Transcript
Location-based Technologies (LBT) and SMM Here I Am! So what’s the big deal?
Smartphone Growth = LBT Growth• The “Post PC” world• United States• Chile • 3x Growth 2009-2012 • Penetration: 3 million• Location-Based Technologies • Outdoor: GPS • Indoor: WiFi, Bluetooth
Location-based Social Networks• The “Check-in” • Growth Industry• 100% Location-based • 1999 website marketing levels • Foursquare • New apps every month • Scvngr• Location-based Enabled • Facebook • Google+ • Yelp
FourSquare Loyal Users – attractive for marketers Benefits: Very Cheap to create Creativity + other SM to make it go viral Small Business Example New “Twitter-like” Business Model Merchants + Promoted Updates
Challenges for Marketers• 2012 Social Media Week • Barcelona, Berlin, Bogotá, Chicago, Glasgow, Hong Kong, etc…• Big Companies: How do you scale it? • Small & Big Companies: • How do I make you check-in without a discount or coupon?
KLM: Showing the way? Campaign Description “It’s not about couponing, it’s about the brand… it’s about creating experiences.” Big Impact for KLM - through Twitter, FB and Youtube But… Muscle Ointment?
Yes… Privacy Issues Stalking or just being nice? Value for Consumers (and Marketers) Relevant, personalized offers on the go. Checking-in is to “opt-in” Foursquare re-design
Links / Thank YouSmartphone Ownership Sept 2012: http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012.aspxSmartphone growth in Chile: http://www.24horas.cl/tendencias/mundodigital/subtel-uso-de-internet-en-celulares-crecio-un-138-298589Location Based Marketing Association: http://www.thelbma.com/files/196-Marketing%20goes%20local.pdfNascent Industry: Forrester Research, “Mobile Services: How to calculate the ROI and justify the budget you need,” Julie Ask,January 11, 2010Foursquare Usage: http://en.wikipedia.org/wiki/FoursquareLBT SMM Campaigns: http://tech.ca.msn.com/how-to/location-based-social-media-marketing-for-small-businessesSocial Media Week Los Angeles: http://shoutlet.com/blog/2012/09/location-based-marketing-promising-but-still-in-emerging-stages-smwla-panel/KLM Campaign: http://socialtimes.com/klm-stalks-passengers_b33673LBS Privacy Issues: http://www.dmnews.com/were-watching-you-location-based-privacy-issues/article/237438/Foursquare re-design: http://www.fastcodesign.com/1669984/the-redesigned-foursquare-is-about-radical-simplicity-and-a-new-way-to-search
Questions What do you think of the KLM social media campaign? Knowing you could get a gift would make you check-in, tweet about it or even choose that airline over others? Have you used any of these location-based social networks? In Chile there is HappyShop, what do you think of it? Can you remember a small business location-based campaign you participated? If not, any ideas?