Location based marketing
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Location based marketing Presentation Transcript

  • 1. Location Based Marketing EIS 2350
  • 2. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes.
  • 3. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes.
  • 4. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes. Palm VII is the first device to utilize location based technology with apps for the Weather Channel and “TrafficTouch” in 1999. base price: $599 + $29.99 / mo. for 150kb of data
  • 5. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes. Palm VII is the first device to utilize location based technology with apps for the Weather Channel and “TrafficTouch” in 1999. base price: $599 + $29.99 / mo. for 150kb of data
  • 6. A (very) Brief History 1996: FCC requires cell phone carriers to triangulate the location of users for emergency purposes. Palm VII is the first device to utilize location based technology with apps for the Weather Channel and “TrafficTouch” in 1999. base price: $599 + $29.99 / mo. for 150kb of data 2002, AT&T Launches Go2 Mobile that allows users to locate requested locations around them. (using GPS)
  • 7. A (very) Brief History Location Based events were initially for the benefit of the device holder. What’s close to me? Where should I eat? How do I get there?
  • 8. A (very) Brief History Location Based events were initially for the benefit of the device holder. What’s close to me? Where should I eat? How do I get there? Along with everything else, this technology went SOCIAL
  • 9. A (very) Brief History (2008) Gowalla Foursquare Loopt
  • 10. A (very) Brief History (2008) Gowalla Foursquare Loopt
  • 11. A (very) Brief History (2008) Gowalla Foursquare Loopt Dec 2 2011
  • 12. A (very) Brief History (2008) Gowalla Foursquare Loopt Dec 2 2011
  • 13. Location Based Marketing 48% more likely to engage an ad in their location 56% more willing to share their location for more relevant content
  • 14. Stand-Alone Platforms foursquare wins out How?
  • 15. foursquareFounded by: Dennis Crowley & Naveen SelvaduraiBoth had initially created Dodgeball (no joke) in 2000 whichprovided a very similar service (via SMS), but was sold toGoogle in 2006 and shut down (in 2009).foursquare was founded in 2009... and gained popularity at
  • 16. foursquareFounded by: Dennis Crowley & Naveen SelvaduraiBoth had initially created Dodgeball (no joke) in 2000 whichprovided a very similar service (via SMS), but was sold toGoogle in 2006 and shut down (in 2009).foursquare was founded in 2009... and gained popularity at
  • 17. foursquare Why did it succeed?Started in only 100 metro areasAdds a Social component to “checking in”MobileGaming Aspect (mayor of a location | unlock badges)Went “worldwide” in 2010August 2011 Barack Obama joined
  • 18. foursquarelocation provides enhanced user experience
  • 19. foursquarePLUS: it allows integration into Facebook & Twitter
  • 20. foursquare Allows for Tips/Suggestions on Surrounding and Specific locationsAlso allows for PUSH notifications on Special Offers
  • 21. foursquare Other FeaturesAllows for a “to do” (or “to visit”) listEarn Points on the Leaderboard (Become the MAYOR!)Badges!
  • 22. foursquareThere are four types of badges:
  • 23. foursquare: how to market with it Each location has it’s OWN PROFILE CLAIM IT!
  • 24. foursquare: how to market with itIncentives for multiple check-ins “Welcome Back, we appreciate your patronage, present this coupon for 10% off” “The Mayor Drinks for Free”Lure people in that are close by “I know you’re close to Starbucks, come in to Bongo Java for $1 off a cup of coffee”
  • 25. foursquare: how to market with it
  • 26. Customer Reviews• Foursquare has 3 million “check-ins” per day• Allows for Customer Reviews.... however• Yelp! also allows check-ins and has TWICE as many reviews.
  • 27. YELP!• Pushed Out by Yellow Pages• Allows Check-Ins • More Sortable (by Price, Setting, Cash Only, Offering a Deal, etc) • STARS! (Polarizing results) • Bad Reviews. (the power of social)
  • 28. facebook - check-in Many of the same features here as well
  • 29. facebook - check-in Many of the same features here as wellMost of which we’ve discussed within the facebook lecture
  • 30. how do you use this for an artist?
  • 31. how do you use this for an artist?
  • 32. how do you use this for an artist? Jason Aldean campaign long term Point based | Reward System | Fan Engaging
  • 33. how do you use this for an artist? How?Give fans a reason to check-in at a concert, for same reason as restaurants. Then theartists is using their own social media to promote the show. Word of mouth is moreeffective and motivational than the marketer advertising.Register(connect it to 4sq or facebook account), connect, check-in at designatedplaces. Jason Aldeans related locations:SPONSORS (places where wranglers are sold)CONCERT VENUESCDs RETAILERS (walmart, kmart, best buy)
  • 34. how do you use this for an artist? Why?Everytime you check-in you get 10 points. Points lead to Prizes (and a leader board)When you check-in, you then get a discount at that store. (this makes the company more money!)The more you check in, the more discounts/coupons
  • 35. how do you use this for an artist? Why?Everytime you check-in you get 10 points. Points lead to Prizes (and a leader board)When you check-in, you then get a discount at that store. (this makes the company more money!)The more you check in, the more discounts/coupons Plus...
  • 36. how do you use this for an artist? Why?Everytime you check-in you get 10 points. Points lead to Prizes (and a leader board)When you check-in, you then get a discount at that store. (this makes the company more money!)The more you check in, the more discounts/coupons Plus...You can win prizes such as: Tickets to a concert, $250 Wrangler wardrobe Gift packs from Jason Aldean
  • 37. Sloane, this sounds AMAZING!?!?! You’d be right, it’s the future
  • 38. Sloane, this sounds AMAZING!?!?! You’d be right, it’s the futureBut what happens if the prizes get SO big it would be worth “cheating”
  • 39. Sloane, this sounds AMAZING!?!?! You’d be right, it’s the futureBut what happens if the prizes get SO big it would be worth “cheating”
  • 40. cheaters never prosper... http://www.my4squarealibi.com/ Until they do. The API issue
  • 41. some apps | sites you might want to be aware of Rewards you for simply “walking into the store” (recognizes you via a high frequency sound played in the store!) Earn Cash & Points for Check-ins at participating locations Go places. Do challenges. Earn points
  • 42. The Future?
  • 43. The Future?Taylor Swift App Development
  • 44. The Future? Taylor Swift App DevelopmentHow could your artist benefit from social?