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Social geolocation : Why it matters to your business ?


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More than a quarter of American adults use mobile or social location-based services. Learn what social geolocation is, how it works and how to tap into its potential. Discover who the users are and the breakdown of geosocial vs. location-based services vs. automatic location-tagging users. Successful tourism case studies reveal how to drive your business and influence your customers with social geolocation.

Published in: Social Media, Technology
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Social geolocation : Why it matters to your business ?

  1. 1. Social geolocation: Why it matters to your business?NSAA – National Convention & Tradeshow - May 6-9, 2012 San Antonio, TX
  2. 2. es t G reat th ! ah : n Ear Ut r o e powd 26 267 ski areas, tinentscountries, 5 con Pl a y h even ard, wo Armelle e rk hard Solelhac r ! he Around T L o ve iders orld® In Heaven from T R (ly)... ellurid W e!
  3. 3. Experiential Marketing & Digital Mountain destinations, outdoor Communication Agency sports brands & Media
  4. 4. What are The 6 ingredients thatcreate fans?
  5. 5. - Beauty - Suspense- Scarcity - Humor- Surprise - The secret ingredient
  6. 6. What is your biggestfear ?
  7. 7. 1. Dying in terrible pain or suffering 2. Running from a disease out of money6. Being bored and no longeror having a life being ablethat does not to support make sense oneself 5. The consequences of climate change 3. Spiders on the and/or snakes environment and public health 4. Being lost and not finding one’s way
  8. 8. What Are Geosocial andLocation-Based Services?
  9. 9. A web or a mobile service based on the use of geographic data in theservice of members as part of social interactions with their networkand / or local players.
  10. 10. Geosocial Networking : Social networking usesgeographic services and capabilities, such asgeocoding and geotagging, to enable additionalsocial dynamics.Location-based services : Information orentertainment service utilizes the geographic position of amobile device through a network.
  11. 11. Mobile + Location + Real time +Status + Friends/a socialcommunity
  12. 12. 2 types of tools: Directories and Social Gaming & Shoppingplatforms
  13. 13. 83% of all American adults ages 18 and older own a cell phone, 66% of them own a smartphone 58% of smartphone owners use a geosocial or location-based information service
  14. 14. Smartphone Penetration by Age and Income (Jan. 2012) Figure credit : Nielsen
  15. 15. 55% of smartphone users get location-baseddirections or recommendations12% of smartphone users use ageosocial service like foursquare
  16. 16. Breakdown ofWxc Breakdown of LBS Breakdown of Social media users &geosocial users users geosocial and LBS automatic location- users tagging users
  17. 17. « People don’t buy what you do,they buy why you do it. »Simon Sinek
  18. 18. « Social media are about people, not about money »Figure credit : « Lost in Geolocation – Why Consumers Haven’t Bought It and How Marketers Can Fix It » by Will Reese and Jamie Beckland / White Horse Inc., Spring 2011
  19. 19. Growing segmentation, targeting and knowledgeof consumption patterns of customers
  20. 20. Powerful tools for communication and promotion of a business or a destination
  21. 21. Opportunity to create an innovative marketing campaign with socialshopping, couponning, incentive and viral operations, etc.
  22. 22. Create exclusive and specific offers : Free for Mayors,discounts in exchange of check-in or tips, etc.
  23. 23. Launch Street marketing events in the real world
  24. 24. 3 Messages to take home
  25. 25. Location-based services have not yet reached the tipping pointThe chief barriers today are a lack of clear perceived benefit and privacy fears
  26. 26. Just don’t do it to do it!Marketers will need to create and test new geolocation experiences thatare not generic but relevant to a particular brand and audience
  27. 27. Digital tourism is now SoLoMoCo!
  28. 28. WHY NOT!
  29. 29. Sources 1/2Marketing & Communication Studies & Books:  « 2010 Social Media Marketing Industry Report » by & 2010 Michael A. Stelzner  « Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web » by Brian Solis  « Marketing et Géolocalisation Sociale » by Clément Vouillon, with the participation of Louis André, éditions Diateino, 2011  « Design émotionnel », by Aarron Walter, Ed. Eyrolles, Collection A Book Apart, 2011  « Le jeu comme nouveau média, l’espace physique comme terrain de jeu », by Sylvain Bailly, 2011  « J’ADOOORE, 6 ingredients to create fans » by Kenazart Experience Designers, Patricia Gallot-Lavallée, 2012  « Lost in Geolocation – Why Consumers Haven’t Bought It and How Marketers Can Fix It » by Will Reese and Jamie Beckland / White Horse Inc.Websites :
  30. 30. Sources 2/2 Pictures : All right reserved  (Afraid boy)  (Kitchenaid Robot)  (Yellow pages book)  (Simon Sinek)  (Mini Cooper)  Armelle Solelhac – Private Collection (Neige de Culture at Serre Chevalier + pictures from slide 2 & 4)  (Gowalla Operation in Park City, UT)  - Mount Snow, VT (USA)  (Eiffle Tower)  (Note to self)  (Matches)  (Just don’t - Korean Anti-Drug Center / Ministery of Public Health)  ai-1904-charcot-au-pole-sud.html (Why not !)  (10 Telephones insolites)  Other pictures : All right reserved
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