Social Media And Location-Based Marketing: Connecting the virtual and the real world at the point-of-sale.

Location-Based Marketing Connecting the virtual and the real world at the point-of-sale 15 December 2010 @OctavianMihai | www.octavianmihai.com Longboard, Montreal, 2010

CONNECT
Check in Foursquare, Gowalla, Facebook, etc
Twitter: # LongboardMTL
Slideshare will be posted on #LongboardMTL
15 December 2010 @OctavianMihai | www.octavianmihai.com

What is local? 15 December 2010 @OctavianMihai | www.octavianmihai.com

What is local?
Products
Store
Business

What is social media?
Social Media is an umbrella term that represents the use of internet-based technologies in order to facilitate:
conversations and collaboration
the production and sharing of information, opinion and content
the creation of communities of interest

And marketing people lost it…
Traditional vs Digital vs Traditional Digital vs Social Media

Advertising
Rule #1: Reach consumers. Wherever they are.

Advertising
Rule #2: Everything is digital.

Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com

Advertising
Rule #3: If you are local, get local.

Advertising
Rule #4: It is only about consumers.

Social media or Convenience 2.0
Influence & reputation systems improved
Virtual (anytime)
Mobile (anyplace) – mobile devices
Now (real-time) – micro-blogging democratized

It ’ s all about mobile, local & community
You are the terminal and the world is your playground.
Play. Communities of interest. Brand communities.

Get ready for local!
Understand your space
Think outside the web
Understand your brand ’ s social capital

1. Understand your space
You have to be present
Your customers are
Your competitors are

2. Think outside the web!
Layer data on real world. Augmented reality.
Just another layer of information and social intelligence.

2. Think outside the web! 15 December 2010 @OctavianMihai | www.octavianmihai.com

3. Your brand ’ s social capital
Conversational capital is not enough (marketing 1.0)
Engagement capital! The true call-to-action!

3. …Your brand ’ s social capital
“ When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march […].’” David Ogilvy, Ogilvy on Advertising, New York: Random House, 1983.

Let ’ s get local 15 December 2010 @OctavianMihai | www.octavianmihai.com

1. Location-Based Social Networking 15 December 2010 @OctavianMihai | www.octavianmihai.com Know: Foursquare, Gowalla, Loopt, Brightkite, Whrrl

(Location-Based Mechanism)
Check-in – opt-in
RFID / Bluetooth - (scanned) – potentially opt-in
Recognition (facial, iris, etc) – opt-out!

2. Own Your Space 15 December 2010 @OctavianMihai | www.octavianmihai.com
Geo-location ready! Go!
Verify
Register
Edit / Manage

3. Local promotional plan 15 December 2010 @OctavianMihai | www.octavianmihai.com Local and social media promotional initiatives a MUST in the future campaign planning.

4. Monitor 15 December 2010 @OctavianMihai | www.octavianmihai.com Track and analyse your location. Track and analyse conversations.

5. Engage
Manage and engage
Build your brand community

What can you do with
Mobile + Local + Real-Time + Play

Game-layers: SCVNGR
Virtual places of physical locations
Augmented reality
Promotional initiatives

Point-of-sale promotions…
Mashable.com

Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com

Customer loyalty programs
Local group sales
Personalized advertising

Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com

Point-of-sale promotions…
Make your own Groupon deal at your point of sale!

Get local now!

Some Links
www.Foursquare.com
www.Gowalla.com
www.loot.com
www.whrrl.com
www.scvngr.com
http://mashable.com/2010/11/23/black-friday-social-deals/
http://www.slideshare.net/sebprovencher/what-where-and-now-when
www.needium.com
www.groupon.com
www.livingsocial.com
http:// promodujour.lespac.com
http:// www.junaio.com
http://scoop.it
http://www.youtube.com/watch?v= nQbVD5hlddk
http://www.youtube.com/watch?v=6- ZLw2Q7U2M
http://www.guardian.co.uk/media/pda/2010/sep/27/advertising-billboards-facial-recognition- japan
http://gizmodo.com/5446271/google-may-insert-real+time-ads-onto-old-billboards-in-street- view

Thank you!
www.OctavianMihai.com
President, Owner
www.RockAndSocial.com
Please share, like, RT, have fun! Rock on!

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Social Media And Location-Based Marketing: Connecting the virtual and the real world at the point-of-sale.

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Social Media And Location-Based Marketing: Connecting the virtual and the real world at the point-of-sale. Presentation Transcript