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Facebook Places

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•Overview of Facebook Places …

•Overview of Facebook Places
•Implications for Users
•Implications for Brands
•How Brands Can Use Places
•Setting Up a Places Page
•Brands & Apps Using Places
•Appendix

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  • Nice deck chaps. Great to see a host of brands already taking advantage of the opportunity...
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  • 1. 2010 Tribal DDB Worldwide
  • 2. 2010 Tribal DDB Worldwide Facebook Places September 2010
  • 3. 2010 Tribal DDB Worldwide Contents •Overview •Implications for Users •Implications for Brands •How Brands Can Use Places •Setting Up a Places Page •Brands & Apps Using Places •Appendix
  • 4. 2010 Tribal DDB Worldwide Location-Based Social Networking Location-based social networking bridges the gap between the online and offline worlds by allowing users to share their location with others. In addition to acting as another layer to social networking, some services add a gaming level by rewarding users with badges or offering incentives such as discounts for frequent visits.
  • 5. 2010 Tribal DDB Worldwide Location-Based Social Networking Facebook Places is similar to other location-based social networks in that users can check in at a location. In addition, users can: • see who is at the same location • tag friends who are with them • comment on the place or their activity Users can check in by using the Facebook iPhone app or accessing touch.facebook.com via a mobile device. Currently, Facebook Places is available in the US, the UK, and Japan.
  • 6. 2010 Tribal DDB Worldwide Cross-Platform Check Ins While all developers have access to the Read API (allowing for the extraction of user data), Facebook Places is allowing certain services, including Yelp, Gowalla, and Foursquare, to use the Write API. The Write API allows these services to push their own check-ins to Facebook Places. For example, if a user checks in using a Yelp mobile app, they will be able to sync that check-in with Facebook.
  • 7. 2010 Tribal DDB Worldwide Potential Issues Less than a third of all Americans have smartphones, which means that the reach of Facebook Places is currently limited. However, Nielsen estimates that half of all Americans will have smartphones by the end of 2011. Users can see others. They can see who else has checked in at the same location, even if they are not friends. Furthermore, users can tag people who are with them, even without their explicit permission, unless those people manually change their settings, creating potential sharing issues. Penetration Privacy
  • 8. 2010 Tribal DDB Worldwide Implications for consumers.
  • 9. 2010 Tribal DDB Worldwide A Greater Chance of Serendipity Facebook developed Places for the purpose of providing greater utility and exploration to their users. By using Facebook Places, people will have the ability to connect with their friends when they wouldn’t otherwise have known that they were nearby. Through notifications on the newsfeed, Events Page, and on Places Pages, users are also exposed to their friends’ favorite Places and can discover locations they wouldn’t have normally found.
  • 10. 2010 Tribal DDB Worldwide Mainstream Geo-Location Facebook Places immediately propels the functionality and awareness of location-based social networking into the mainstream. Since 150mm of Facebook’s 500mm users access Facebook on their mobile devices, Places is a natural progression for users.
  • 11. 2010 Tribal DDB Worldwide Implications for Brands
  • 12. 2010 Tribal DDB Worldwide Closing the Gap Between Offline and Online As Places connects the online world with the physical world, it also gives a physical products an online presence. Sharing favorite Places with friends, Liking a place, and commenting on a physical location all offer new touchpoints for brands to share messaging with consumers. By providing exclusive content, in-store offers, or encouragement to check-in, brands can link their digital experiences to their physical locations.
  • 13. 2010 Tribal DDB Worldwide More Data for Developers Facebook already provides a variety of data to applications – the friends a user has, the communities a person is associated with, and the Likes its users share. Now, through the Places Read API, developers can access check-ins by users’ and their friends, offering further opportunities for data collection. Applications will be able to use public data from all check-ins or specific Places. Currently, only partners like Yelp, Gowalla, and Foursquare are able to connect their own check-ins with Facebook Places via the Write API.
  • 14. 2010 Tribal DDB Worldwide More Customized Recommendations Using data available through Places, brands can also make recommendations (or be recommended) based on user’s interests, previous Places, and friends.
  • 15. 2010 Tribal DDB Worldwide Location-Based Comments Fans can now share their opinions on a physical location on a Facebook Place Page. Instead of commenting on or complaining about service on the brand’s Facebook Page, for example, they can post on the Page of a specific location. Brands now have the ability to address issues at the store regional level, and can monitor clusters of information to find relevant trends.
  • 16. 2010 Tribal DDB Worldwide How Brands Can Use Places
  • 17. 2010 Tribal DDB Worldwide As a Data Mine About Their Customers Places offers rich data for brands to extract and monitor, even if they don’t have a physical location. Information includes: • how often users are visiting locations • where they are going • what they are saying • who they are sharing their location with This data can also be used to develop new applications that are based on this information. In addition, brands can target users based on what Places they Like and make special offers based on where they visit most frequently.
  • 18. 2010 Tribal DDB Worldwide As a Partnership Extension Brands without a physical location can extend their existing partnerships or develop new ones based around strategic locations. Partnerships can offer the brand deeper insights into its customers, new places for customers to interact with the brand, or further utility for customers. Examples include an athletic apparel company partnering with a retail location, an alcohol brand partnering with a bar, or a DIY television channel partnering with a hardware store.
  • 19. 2010 Tribal DDB Worldwide Setting Up a Places Page
  • 20. 2010 Tribal DDB Worldwide Claiming a Business Brands need to prove that they are official representatives of the business and must provide documentation, such as a local business license or Better Business Bureau accreditation. Step-by-step instructions available here: ads.ak.facebook.com/ads/FacebookAds/Places advertisers.pdf Facebook has yet to develop a solution for national brands to claim all their locations under one Page, but will address the issue in the future.
  • 21. 2010 Tribal DDB Worldwide Establishing a Place Page Facebook automatically provides a business’ information, but the accuracy is not guaranteed. Each Page should be checked for accuracy and completeness of data (description, profile picture, contact information, store hours). The Places Page can also be merged to be part of the brand’s Facebook Page (if applicable), and should also link to the brand’s website or other Facebook Pages.
  • 22. 2010 Tribal DDB Worldwide Maintaining a Place Page The Place Page should be monitored like a standard Fan Page for open questions and offensive content. As with other social media, Places offers a way to humanize a brand through personal contact. Accordingly, responding to comments (even with a simple “thank you”) can further a relationship between the consumer and the brand. Similarly, deleting comments because they criticize a store or the experience can backfire, as consumers are typically looking for acknowledgement from the brand.
  • 23. 2010 Tribal DDB Worldwide Promoting a Place Page As with other brand properties, businesses can use advertising to drive traffic. Facebook has linked their advertising capabilities to Places so that brands can advertise either their Page or their Place Page. To increase visibility, businesses can encourage their own employees to check in.
  • 24. 2010 Tribal DDB Worldwide Brands & Apps Using Places
  • 25. 2010 Tribal DDB Worldwide University of Kentucky The University of Kentucky installed large statues of the Places logo around campus to encourage students to check in. School officials reasoned that if their students check in, university mentions will appear on the students’ friends’ walls, prompting awareness and consideration of the school among high school prospects.
  • 26. 2010 Tribal DDB Worldwide Topguest Topguest is an app that acts as an intermediary between location-based services and brands and rewards users for checking in. Topguest currently works with location-based apps like Places, Foursquare, Twitter, and Yelp, as well as with brands like Viceroy Hotel Group, InterContinental Hotels Group, Andre Balazs’ Standard Hotels, and the Soho & Tribeca Grand.
  • 27. 2010 Tribal DDB Worldwide PlacePop The PlacePop Facebook app allows users to monitor activity from Places similar to touch.facebook.com or the iPhone Facebook app. It also allows users to view: • their check-in history • a history of friends’ • Places trending amongst their friends Places • graphs of check-ins at specific Places
  • 28. 2010 Tribal DDB Worldwide SCVNGR SCVNGR is a game platform that combines gaming with real-world locations. When a user checks in to a location (which can be shared via Facebook), they are given a challenge to complete in exchange for points. SCVNGR has worked in the past with the Boston Globe to create a city wide scavenger hunt, and with the New England Patriots to get fans to “Find Vince.”
  • 29. 2010 Tribal DDB Worldwide Appendix
  • 30. 2010 Tribal DDB Worldwide Appendix
  • 31. 2010 Tribal DDB Worldwide Appendix
  • 32. 2010 Tribal DDB Worldwide Figures • There are currently 44 million active monthly users of the Facebook for iPhone app. • Only 4% of Americans have used location-based social networking, and only 1% of Americans use it weekly. • Despite this lack of popularity, Facebook would only need 1% of its user base to engage in Places to become the leader in the category. • Interestingly enough, Foursquare saw record daily growth after the announcement of Facebook Places, with upwards of 20,000 new users signing up in one day. Facebook Forrester Research Location-Based Social Networks: A Hint Of Mobile Engagement Emerges Dennis Crowley
  • 33. 2010 Tribal DDB Worldwide Foursquare vs. Places Facebook Foursquare a platform for sharing information with friends a social game
  • 34. 2010 Tribal DDB Worldwide Foursquare vs. Places Facebook Foursquare a platform for sharing information with friends a social game
  • 35. 2010 Tribal DDB Worldwide Location-Based Social Network Cheat Sheet View Larger: flickr.com/photos/ fidelman/4906959650/
  • 36. 2010 Tribal DDB Worldwide Contacts Thank You Larissa Hayden larissa.hayden@ny.tribalddb.com 212-515-8335