We Don't Need No Stinking Badges
by Deep Focus on Sep 29, 2010
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A location-based marketing presentation about what you should REALLY be paying attention to.
A location-based marketing presentation about what you should REALLY be paying attention to.
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marioricciardelli
people love the experience
they love getting badges
they love checking in
FACEBOOOOOOOOOOK!
A MacGuffin is "a plot element that catches the viewers' attention or drives the plot of a work of fiction". The defining aspect of a MacGuffin is that the major players in the story are (at least initially) willing to do and sacrifice almost anything to obtain it, regardless of what the MacGuffin actually is. In fact, the specific nature of the MacGuffin may be ambiguous, undefined, generic, left open to interpretation or otherwise completely unimportant to the plot. Common examples are money, victory, glory, survival, a source of power, or a potential threat, or it may simply be something entirely unexplained.
MacGuffins are sometimes referred to as plot coupons (especially if multiple ones are required) as the protagonist only needs to "collect enough plot coupons and trade them in for a dénouement".
Maybe we’re looking at this the wrong way. Maybe the payoff isn’t what we think it is.
Web 1.0 = publishing
Web 2.0 = platforms where consumers publish
Web 3.0 = platforms that publish to other platforms
Web 1.0 = publishing
Web 2.0 = platforms where consumers publish
Web 3.0 = platforms that publish to other platforms
Web 1.0 = publishing
Web 2.0 = platforms where consumers publish
Web 3.0 = platforms that publish to other platforms
comscore chart showing most time spent with platforms where people create the content (and discover professional content)
low click rates
endless inventory/lack of scarcity
So if inventory isn’t scarce, or effective, what is?
And that is LBS’s great promise.
We used to have to distract through ads that we hoped we ran at the right frequency adjacent to content or search results that we believe made someone more likely to make a purchase.
But now, with the location data that we have access to, we have better ways to do it.
In fact, now that mobile phones have reached the smart point that they have, we can use digital media to move people physically -- and the same people that helped Google grow (local businesses -- and any business with a location) have even more to gain.
relationships through clearly defined value propositions
timeliness and appropriateness
tangible value
incentivize repeat visits
reward things other than purchases -- like influence (eg. broadcasting of the check-in)
examples of it being done right
proximity
time
place
psychographics
context of content
behavioral history
but now there is also
timing
place
we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
psychographics
context of content
behavioral history
but now there is also
timing
place
we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
psychographics
context of content
behavioral history
but now there is also
timing
place
we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
psychographics
context of content
behavioral history
but now there is also
timing
place
we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
psychographics
context of content
behavioral history
but now there is also
timing
place
we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
utility (hometurffinder)