Your SlideShare is downloading. ×
http://amzn.to/lbm4dRelevant Content: Delivered Everywhereby @schneidermikeFebruary 2011 (v1.0 of this ever evolving talk)
Some stuff to talk about            Explicit:            •  What is check-in and why do we give a %$@#?            •  Loca...
Social check-in                              3http://amzn.to/lbm4d
WHAT IS A CHECK-IN AND WHY        DO WE GIVE A %$@#?                                 4http://amzn.to/lbm4d
What is a check-in?            •  It’s an attachment of a person to a place or thing or idea               at a point in t...
Why do people do it?            •  Earn rewards / see what happens next            •  To get / create recommendations     ...
Checkin usefulness                                 7http://amzn.to/lbm4d
Semantic            •  Making every piece of data useful            •  Structuring data so that it is expected            ...
Semantic: unstructured data            •  Museum of Science            •  Science Museum            •  Boston Museum of Sc...
Semantic: A place is more than just a location                                                    10http://amzn.to/lbm4d
Context            •  The location of a person (or their intent to be in a location)               provides powerful conte...
Unnatural Behavior            •  Whip out phone when you get to a place            •  Find the application you want to che...
#Give2Get: Social Loyalty                                        13http://amzn.to/lbm4d
http://bit.ly/terrifyingfuture                                             14http://amzn.to/lbm4d
Why should we care about location?     “One out of five searches on Google     are related to location…”                  ...
LOCATION PLATFORMS                             16http://amzn.to/lbm4d
Location. It’s everywhere                                        17http://amzn.to/lbm4d
Location platforms                            Content                       Offers    Gaming                              ...
The shiny piece                       tips & pictures & badges                                                  19http://a...
Do not forget            •  Google Places            •  Facebook Places            •  Yelp            •  Buzz.com         ...
Whatever Mike. I don’t need to care about Yelp                                                   21http://amzn.to/lbm4d
Start caring                           22http://amzn.to/lbm4d
5 THINGS LOCATION CAN DO FOR        YOU                                 23http://amzn.to/lbm4d
5 things location can do for you            •  build brand awareness            •  create customer advocacy            •  ...
Golden rules of LBS            •  Stake your claim to places pages in every system. Do not               be afraid to try ...
SETTING UP GOALS FOR LOCATION IN        YOUR CONTENT STRATEGY                                    26http://amzn.to/lbm4d
Setting up goals for location            •  We begged for location.            •  We got it. Now what?            •  You c...
Goals: enhanced brand engagement            •  Align your brand with places            •  Extend your engagement strategy ...
Goals: direct impact            •  Advertise            •  Create offers / specials            •  Measure Impact through  ...
DECIDING THE MESSAGE TO PUSH        INTO SOCIAL SPACES                                 30http://amzn.to/lbm4d
Deciding the message to push into social spaces            •  Social Media 101            •  Go back to your brand’s roots...
Mike, you’re talking like a consultant (d-bag)                 SORRY ABOUT THAT                                           ...
ALIGNING YOUR MESSAGE WITH        YOUR BRAND PILLARS                                33http://amzn.to/lbm4d
Pick Places That Match Your Brand            •  Align your brand to places that your audience goes            •  Your plac...
Pick Messages That Are Contextually Relevant            •  Tell people what to do            •  Be precise            •  C...
Hugo Boss foursquare campaign            •  Left tips at museums to promote artists.            •  Users who checked in at...
Hugo Boss foursquare page                                        37http://amzn.to/lbm4d
USA Today foursquare Page            •  USA launched a branded foursquare page where they               leave tips at vari...
Engagement beyond the check in            •  Content                 •  Photos                 •  Tips                 •  ...
CREATING OPPORTUNITIES FOR        ENGAGEMENT BEYOND A CHECK-IN                                  40http://amzn.to/lbm4d
AT&T and Toms Shoes Gowalla Campaign            •  Created a unique reward (going to the 1 millionth shoe               dr...
Buffalo Wild Wings SCVNGR Campaign            •  Users do challenges on SCVNGR for prizes such as free               soda ...
http://amzn.to/lbm4d
http://amzn.to/lbm4d
http://amzn.to/lbm4d
http://amzn.to/lbm4d
http://amzn.to/lbm4d
http://amzn.to/lbm4d
Murphy USA Whrrl Campaign            •  Designed a location-based loyalty program.            •  Made a Murphy USA Whrrl s...
thank you                        #techi                       WATCH TECH INTERRUPTION                          DEBUTING AT...
Upcoming SlideShare
Loading in...5
×

Social Fresh Tampa 2011: Relevant Content Delivered Everywhere w/ Schneider Mike

1,352

Published on

http://socialfresh.com/events

Published in: Technology, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,352
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Social Fresh Tampa 2011: Relevant Content Delivered Everywhere w/ Schneider Mike"

  1. 1. http://amzn.to/lbm4dRelevant Content: Delivered Everywhereby @schneidermikeFebruary 2011 (v1.0 of this ever evolving talk)
  2. 2. Some stuff to talk about Explicit: •  What is check-in and why do we give a %$@#? •  Location platforms •  5 things location can do for you •  Setting up goals for location in your content strategy •  Deciding the message to push into social spaces •  Aligning your message with your brand pillars •  Creating opportunities for engagement beyond a checkin Themes: •  Choosing platforms that will suit your needs •  Choosing variables to test and optimize •  If this is not valuable to you, please inject your thoughts 2http://amzn.to/lbm4d
  3. 3. Social check-in 3http://amzn.to/lbm4d
  4. 4. WHAT IS A CHECK-IN AND WHY DO WE GIVE A %$@#? 4http://amzn.to/lbm4d
  5. 5. What is a check-in? •  It’s an attachment of a person to a place or thing or idea at a point in time 5http://amzn.to/lbm4d
  6. 6. Why do people do it? •  Earn rewards / see what happens next •  To get / create recommendations •  Loyalty to a business •  To be the mayor •  To tell people where they are •  #give2get 6http://amzn.to/lbm4d
  7. 7. Checkin usefulness 7http://amzn.to/lbm4d
  8. 8. Semantic •  Making every piece of data useful •  Structuring data so that it is expected •  The way that I capture information around a piece of data is the same everywhere and therefore can be used anywhere. 8http://amzn.to/lbm4d
  9. 9. Semantic: unstructured data •  Museum of Science •  Science Museum •  Boston Museum of Science •  The Science Museum 9http://amzn.to/lbm4d
  10. 10. Semantic: A place is more than just a location 10http://amzn.to/lbm4d
  11. 11. Context •  The location of a person (or their intent to be in a location) provides powerful context. 11http://amzn.to/lbm4d
  12. 12. Unnatural Behavior •  Whip out phone when you get to a place •  Find the application you want to check in on •  Open the app •  Find the place •  Click the place •  Check in •  Look for tips and offers •  Repeat for n apps 12http://amzn.to/lbm4d
  13. 13. #Give2Get: Social Loyalty 13http://amzn.to/lbm4d
  14. 14. http://bit.ly/terrifyingfuture 14http://amzn.to/lbm4d
  15. 15. Why should we care about location? “One out of five searches on Google are related to location…” http://goo.gl/eAs9M 15http://amzn.to/lbm4d
  16. 16. LOCATION PLATFORMS 16http://amzn.to/lbm4d
  17. 17. Location. It’s everywhere 17http://amzn.to/lbm4d
  18. 18. Location platforms Content Offers Gaming 18http://amzn.to/lbm4d
  19. 19. The shiny piece tips & pictures & badges 19http://amzn.to/lbm4d
  20. 20. Do not forget •  Google Places •  Facebook Places •  Yelp •  Buzz.com •  YP.com 20http://amzn.to/lbm4d
  21. 21. Whatever Mike. I don’t need to care about Yelp 21http://amzn.to/lbm4d
  22. 22. Start caring 22http://amzn.to/lbm4d
  23. 23. 5 THINGS LOCATION CAN DO FOR YOU 23http://amzn.to/lbm4d
  24. 24. 5 things location can do for you •  build brand awareness •  create customer advocacy •  acquire new customers •  retain the ones you have •  enhance audience intelligence 24http://amzn.to/lbm4d
  25. 25. Golden rules of LBS •  Stake your claim to places pages in every system. Do not be afraid to try more than one. •  Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs. •  Test, learn and optimize – especially while costs are low with risk low and return potential high. •  Follow the Ben & Jerry’s Rule •  Be creative and build your own thing using an API* • you might not be able to do this ALWAYS, but don’t start from scratch when you build. That’s insane. Use foursquare, google places, facebook places, simplegeo or another existing platform 25http://amzn.to/lbm4d
  26. 26. SETTING UP GOALS FOR LOCATION IN YOUR CONTENT STRATEGY 26http://amzn.to/lbm4d
  27. 27. Setting up goals for location •  We begged for location. •  We got it. Now what? •  You can go direct or indirect (or both) •  Control for location as a variable •  Allow location to provide context 27http://amzn.to/lbm4d
  28. 28. Goals: enhanced brand engagement •  Align your brand with places •  Extend your engagement strategy by being where your customers and prospects are •  Further pay off your brand strategy •  Measure the impact through •  Follower delta •  Social mentions •  Interactions •  Unlocks 28http://amzn.to/lbm4d
  29. 29. Goals: direct impact •  Advertise •  Create offers / specials •  Measure Impact through •  Impressions •  Unlocks •  Redemptions 29http://amzn.to/lbm4d
  30. 30. DECIDING THE MESSAGE TO PUSH INTO SOCIAL SPACES 30http://amzn.to/lbm4d
  31. 31. Deciding the message to push into social spaces •  Social Media 101 •  Go back to your brand’s roots •  Take a step back from your product •  Act like a person at a party 31http://amzn.to/lbm4d
  32. 32. Mike, you’re talking like a consultant (d-bag) SORRY ABOUT THAT 32http://amzn.to/lbm4d
  33. 33. ALIGNING YOUR MESSAGE WITH YOUR BRAND PILLARS 33http://amzn.to/lbm4d
  34. 34. Pick Places That Match Your Brand •  Align your brand to places that your audience goes •  Your places •  Public places •  Competitive places •  Analyze your competitor’s audience •  Put content in spots where they’re likely to be. 34http://amzn.to/lbm4d
  35. 35. Pick Messages That Are Contextually Relevant •  Tell people what to do •  Be precise •  Combine variables like place and time 35http://amzn.to/lbm4d
  36. 36. Hugo Boss foursquare campaign •  Left tips at museums to promote artists. •  Users who checked in at Hugo Boss stores in New York City received a free catalogue and a chance to participate in a raffle. •  Users also received an art guide with information about art and other places of cultural interest. 36http://amzn.to/lbm4d
  37. 37. Hugo Boss foursquare page 37http://amzn.to/lbm4d
  38. 38. USA Today foursquare Page •  USA launched a branded foursquare page where they leave tips at various travel hotspots and hidden treasures across the country. •  They have a 10 Great Places feature and relevant tips on restaurants, shopping areas, bike trails, historic landmarks, and nightlife. •  About 300 tips left at various locations across the US. 38http://amzn.to/lbm4d
  39. 39. Engagement beyond the check in •  Content •  Photos •  Tips •  Recommendations •  Activities •  Challenges •  Games •  Rewards 39http://amzn.to/lbm4d
  40. 40. CREATING OPPORTUNITIES FOR ENGAGEMENT BEYOND A CHECK-IN 40http://amzn.to/lbm4d
  41. 41. AT&T and Toms Shoes Gowalla Campaign •  Created a unique reward (going to the 1 millionth shoe drop) for users who checked in at various technology and apparel stores. •  Offered rewards such as smart phones and netbooks from AT&T. •  Results •  5,500+ people entered •  25% chose to share the news via Facebook and Twitter •  2,000+ checked into AT&T stores •  950+ likes related to the Gowalla, Toms Shoes and AT&T program on Facebook •  522,000+ users reached via more than 700 tweets following their check-ins 41http://amzn.to/lbm4d
  42. 42. Buffalo Wild Wings SCVNGR Campaign •  Users do challenges on SCVNGR for prizes such as free soda or Buffalo Wild Wings gift cards. •  Challenges include taking a picture with a fan. •  All of the points go toward the grand prize of a trip to see the NBA finals with Scottie Pippen. •  Results •  Ongoing campaign through March. 42http://amzn.to/lbm4d
  43. 43. http://amzn.to/lbm4d
  44. 44. http://amzn.to/lbm4d
  45. 45. http://amzn.to/lbm4d
  46. 46. http://amzn.to/lbm4d
  47. 47. http://amzn.to/lbm4d
  48. 48. http://amzn.to/lbm4d
  49. 49. Murphy USA Whrrl Campaign •  Designed a location-based loyalty program. •  Made a Murphy USA Whrrl society to •  Reward most loyal customers •  Build a customer community •  Activate customers in the real world •  Promote its brand through social media •  Virtual scratch tickets offer members a chance to win prizes. •  Results: •  44% of society members had never been to Murphy USA before •  Society members visit Murphy USA on average 4x per month while 50% of society members visit 6x per month (the industry average is 2x per month) •  The average purchase by society members is $30 (the industry average is $15) 49http://amzn.to/lbm4d
  50. 50. thank you #techi WATCH TECH INTERRUPTION DEBUTING AT #SXSW. PRESENTED BY @PEPSICO 50http://amzn.to/lbm4d

×