Location will be a layer. Facebook will position itself as an authentication engine and central hub to unify check-ins from an increasingly fragmented market where commoditization and “check-in fatigue” set in.It’s friendster stage but that’s one way it could play out
Foundation for dealsNot just where I am now but my last 40 checkins, what does that indicate about the types of content or deals I’m inclined to respond to.
Groupon Go, foursquare 3.0, scvngrWhat to Watch For: Foursquare and others will come to the realization that local resellers are needed to tackle the SMB market. Yelp will pull ahead with its LBS products as it leverages local sales assets and existing app popularity (one-third of its total searches are mobile). Google analogy – total smbs – how is little foursquare going to scale without a sales force?
Transcript of "Socialize: Monetizing Social Media - Michael Boland"
Mobile Social & Local: The 3-way Intersection of Future Commerce<br />Mike Boland<br />Analyst<br />BIA/Kelsey<br />
Mobile + Social: Part of the Formula<br />Source: ComScore<br />
LBS/ Geo-social: The Story of 2010<br />2010: Foursquare, Facebook Places, check-in craze<br />2011: Revenue models in flux but starting to materialize<br />Virtual prizes will lose novelty: need value exchange<br />We’re at the “Frienster Stage” of LBS<br />
What Have We Learned From Groupon?<br />Appeal of driving tangible foot traffic<br />Cost of acquiring a new customer is the new marketing<br />Even better with proximity and immediacy of mobile/LBS<br />Incremental opportunity for new users and merchants<br />Already in motion: Groupon, SCVNGR and Foursquare<br />
Local vs. National Mobile Ad Spend<br />US$ Millions<br />Source: BIA/Kelsey<br />Note: Numbers are rounded.<br />
MoLo Ad Performance<br />xAD: 80% fill rates and 10% CTRs. Half of those clicks result in secondary actions such as phone calls<br />WHERE :11% of clicks result in calls or directions <br />Chitika: Locally targeted mobile ads clicked 64 percent more than non-locally targeted mobile ads<br />
Using the Eyes and Ears of Mobile<br />Image Credit: Google<br />