The Power of Place

The Power of Place An #optsum workshop led by jodi gersh (@jodiontheweb)

For the next two hours
We will go on a journey
We will visit
Foursquare-ville
Gowalla-field
Facebook-land
SCVNGR-ville
LOOPT-land
and many other amazing places
Are you ready?

Who here is on Foursquare? Gowalla? Other Geo/LBS app?

You may ask…
Why would we visit these strange places?
What do we need to bring with us?
Who else will be there?
Where exactly are we going?
What will we do there?

So let’s get started. Why does place have power? This is the statistical part of our trip

Location-Based Mobile Revenue Projections

Mobile Advertising

Luth Research Results April 2010
Ten percent of the cell phone owners surveyed use mobile location services at least once a week.
Sixty-three percent of Apple iPhone owners use location services at least once a week.
Adults ages 25-34 are frequent users of location services, with 22 percent using them at least once a week.
Respondents said they use these services most frequently to “locate nearby points of interest, shops or services.”
Consumers are interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications and mobile coupons.

Location and Advertising “ Location-based applications are extremely interesting for brands and retailers in that they allow those companies to direct consumers to outlets in their vicinity while simultaneously providing information about the products on offer . When these are allied to measures such as mobile coupons and vouchers, you have the combination of information and financial incentive which can be compelling for consumers.” Juniper Research

Location-Based Mobile Social Networking in early adopter phase

Who here has a smartphone? iPhone? Android? other?

LBS Growth
Foursquare – just passed 3 million users (~1 million check-ins /day)
Gowalla 340k, Loopt 4M, Whrrl 300k, Brightkite 2M, MyTown 3M
Twitter > 200 million
Facebook > 500 million active users

Geo based services have been available for a few years already.

Introducing the Check-In

ACTIVITY Join some geo location social networks

Venue Screens

Gaming and Rewards
Loyalty Specials: unlocked only by the ‘Mayor’ of your venue. Who's the Mayor? It's your single most loyal customer! (the user who has checked in the most in the last 60 days)
Check-in Specials: unlocked when a user checks in to your venue a certain number of times.
Frequency-based Specials: are unlocked every X check-ins.
Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ( "Show us your badge and get a free drink!" )
Challenge Based Specials: SCVNGR
Serendipitous Specials: Randomly awarded just by checking in
Other ideas?

Deals / Rewards/ Promotions

ACTIVITY Claim Your Business

Register/Claim Your Business
Foursquare Business
http://foursquare.com/businesses
Google Places
http://www.google.com/local/add
Facebook Places
http://www.facebook.com/places/

Foursquare Business Dashboard

ACTIVITY Set up rewards

Rewards
WeReward
Earn cash for checkins
ShopKick
Rewards simply for walking into stores
PlacePop
A virtual loyalty card
TopGuest
Travel Rewards Program

Facebook Places Opportunities?

Businesses are using the check-in.

Ogilvy Foursquare Strategy As is the case with any social media tool, you have to determine your goals as part of your strategy.

Examples galore…

Examples
Washington Redskins
Tasti D-Lite
MTV
Indiana State Fair

Check-In Specials

The History Channel created tips on Foursquare that share historically significant facts with users when they check into a location of note, for instance the first building that bought an Otis elevator.
Historical Content

Source: MarketingToolsCentral Restaurant Owner Increases Sales by 110% with Foursquare Swarm Badge Party

Examples
Sports
NJ Nets
Politics
Campaigns
CNN
Charities
LiveStrong

Rather than only rewarding Mayors, Gowalla is testing the more random reward.
When a person checks in through Gowalla at any U.S.-based Best Buy or Apple Store, they’ll automatically have a chance to win a free 4 GB Eye-Fi card.
Serendipitous Deals For All

USA TODAY and Gowalla
"USA TODAY has always been a traveler's companion. We can't think of a better way to reach our core audience than to offer our valuable content while they are in the process of traveling," said Victoria Borton, general manager of USA TODAY Travel.

Examples
Loopt Star is all about getting rewarded for going out and exploring the world with your friends.
Virgin America, Gap
Rewards Nearby function

Check In twice to any Gap adult store on Loopt Star and instantly receive 25% off your purchase.
Loopt Star Deal

Examples H&M & Volvo partnered with MyTown and offered virtual goods to users within the vicinity of related venues (stores, dealerships, auto shops).

Examples
Sports
Minnesota Vikings / New England Patriots
Businesses
Boston
Entertainment
Movies

You have to complete challenges to get rewards

Examples &
Brightkite Teamed Up With Starbucks For Deals & Badges
Whrrl offers Society Rewards ‘free gas’

ACTIVITY Your Ideas 30 minute brainstorming

Are you a developer or do you have access to developers?

Location Platforms (not apps)
SimpleGeo
Tools for developers to index, interpret and consume data connected to a location
Geotoko
Our goal with Geotoko was to create a platform that delivers location-based content and geo-targeted promotions and allows small businesses to manage and reward customers for checking-in. Checking-in, after all, is the hot new thing to do.
LocationLabs
Build mighty location services. Impactful mobile developer services for monetization, including Geofencing, Universal Location Service and Privacy Management
Fire Eagle (Yahoo)
Take your location to the web!
ViaPlace
viaPlace is a white-label B2B framework for providing points of interest and augmented reality applications for iPhone/iPad, Android, Blackberry and other web-enabled smart phones.

Monitor Checkins - Trends - Deals What’s going on out there??

CheckIn Mania
Checkin Mania is an app to track who is checking in various locations around you using the popular location based social media apps. Find popular spot on Foursquare and Gowalla, tips from Foursquare, tweets from places and more.
PlacePop
Would provide local recommendations, loyalty programs and rewards via the Facebook platform. Through both mobile and web-based applications, PlacePop would provide businesses with a marketing platform for reaching their customer base through Facebook Places.
FootFeed, Fourwhere
SnackSquare
Snacksquare is the only real location based push marketing solution on the market today. Based on deep integration with the newly available Foursquare API, we facilitate push marketing via SMS txt messages from local businesses to real people actively sharing their location information via checkins who are open to receiving location based promotions.

jodiontheweb.com/ optsum

What’s Next?
Join network
Claim business
Set up promotions
Find friends/fans
Educate staff
Measure performance

The Power of Place

by Jodi Gersh

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