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.

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Presented at the Longboard in Montreal on 15 December 2010

Presented at the Longboard in Montreal on 15 December 2010

An informal talk about the changes social media brings to marketing and location-based advertising.

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

  • 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
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 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
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • And marketing people lost it…
    • Traditional vs Digital vs Traditional Digital vs Social Media
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Advertising
    • Rule #1: Reach consumers. Wherever they are.
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Advertising
    • Rule #2: Everything is digital.
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Advertising
    • Rule #3: If you are local, get local.
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Advertising
    • Rule #4: It is only about consumers.
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Social media or Convenience 2.0
    • Influence & reputation systems improved
    • Virtual (anytime)
    • Mobile (anyplace) – mobile devices
    • Now (real-time) – micro-blogging democratized
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • It ’ s all about mobile, local & community
    • You are the terminal and the world is your playground.
    • Play. Communities of interest. Brand communities.
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Get ready for local!
    • Understand your space
    • Think outside the web
    • Understand your brand ’ s social capital
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 1. Understand your space
    • You have to be present
    • Your customers are
    • Your competitors are
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 2. Think outside the web!
    • Layer data on real world. Augmented reality.
    • Just another layer of information and social intelligence.
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 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!
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 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.
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 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!
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 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
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • What can you do with
    • Mobile + Local + Real-Time + Play
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Mobile + Local + Real-Time + Play
    • Game-layers: SCVNGR
    • Virtual places of physical locations
    • Augmented reality
    • Promotional initiatives
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Point-of-sale promotions…
    • Mashable.com
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
  • Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
  • Mobile + Local + Real-Time + Play
    • Customer loyalty programs
    • Local group sales
    • Personalized advertising
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 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!
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Get local now!
    • Mobile + Local + Real-Time + Play
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • 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
    15 December 2010 @OctavianMihai | www.octavianmihai.com
  • Thank you!
    • www.OctavianMihai.com
    • President, Owner
    • www.RockAndSocial.com
    • Please share, like, RT, have fun! Rock on!
    15 December 2010 @OctavianMihai | www.octavianmihai.com