Location based social media


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Understanding some of the top performing location based social media (LBS) platforms, learning social media best practices, and case studies for outlining just a few of the ways you can use LBS as a business tool.

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  • Twitter, Facebook, Yelp, Gowalla, FoursquareCase Studies:
  • Professional:Work for FBT – web design, development, and strategy company (I’m part of the nerd team, not the geek team) strategy means business process translated into online efforts, also means how you take that business goal and turn it into a profit using a comprehensive plan of attack utilizing all the best tools for your industry and your market what does that mean? FBT doesn’t just build you a pretty website, we work with you to develop, implement, and asses your online business strategy from goal setting to planning, development, implementation, and all the way through to measuring your results.My title is Director of Internet Marketing – project planning/strategy development, consulting, managementSocial media and search engine optimization
  • Linked in Profile
  • Twitter
  • Remember how your mother warned you not to do something just because “everyone else is doing it” ?That still applies. Yes, you should be active in the market if that is where your market is, but it’s not enough to just do what “everyone else” is doing.Social Media is ever growing and ever changing. To really utilize it as a business tool you have to be willing to not only learn what it is, but imagine what it can be. Let’s start with what it is; here are a few definitions:1. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques2. Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.[1] The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio3. media that is created to be shared freely4. Social media is any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the website.5. Social media is the use of technology combined with social interaction to create or co-create valueLeads me to one of my favorite quotes about Social Media – ever!
  • 4 key aspects of social media in all of these definitionsconversation, sharing, publishing, participationThose four can be expanded further into specific groups of similar purposed platforms:Conversation & Sharing = relationship building - What comes to mind first?2) Sharing & publishing = content dissemination3) Publishing and participation = rating/flagging4) Participation and conversation = entertainmentThis is VERY compartmentalized and obviously any one of these platforms could be easily moved around to another quadrant.- Any examples of how you would categorize one of them differently? Why?- Are we agreed that for the most part, these are the goals/key points of these platforms?
  • Location based social media platforms let you:- express my feelings about a place- find out about where I am and what's near me- find out how to get to a specific place- play a game- browse to find the closest- get local news and information- track my routes- gain reputation for my local knowledgechat/connect with people nearbyWhat does that mean for a business owner?LBS advertising is valuable because it can reach the consumer near the point of sale.Not only are you giving people the information that they need while they are on the go, you are reaching them at the point in time when they are actively SEEKING a transaction!
  • Not only are you giving people the information that they need while they are on the go, you are reaching them at the point in time when they are actively SEEKING a transaction! How many users are actually present in individual localities? Long tail = a steep, narrow graphConversation & Sharing publishing participationCheck in = publishing, participationFriends = conversation and sharingCompetitions = participationTips = publishing and participation and sharing- All the benefits a user gets out of social media, tied in with the number one benefit a business is looking for = quantifiable engagement leading to ROI/sales!
  • 1. Learn the platforms2. goals:Are you hoping to increase foot traffic to your store?Do you want to sell more of a particular item?Do you want more patrons at certain times of day?Do you want to promote a specific product?Are you looking for new customer acquisition?Repeat customers?3. Are you listed? Is it correct? Do you have control of the listing? Are you getting analytics from it?4. On Foursquare: Create to-do lists for users to explore around your area. And if possible, work with Foursquare to create a custom badge for your venue or event.On Gowalla: Ask for a custom icon for your location, rather than the generic one for your category. Examples:Shake Shack, NYC, Austin Java, and Coop Ale Works.7. From data you can study online to qualitative observations at your own store, it’s important to keep track of everything so you can learn what promotions work with your audience. Be aware, though, that your ROI may not be directly measurable, and aside from increased sales, you’re working for brand exposure and increased awareness of your business.
  • Twitter
  • TweetsPublic general statements@ RepliesPublic messages to, for, or about an individualDirect messages (DM)private @ replies between you and the recipientHashtags (#)used to create index-able and search-able content
  • Facebook
  • Yelp
  • In interviewing Sorge, my biggest takeaway wasn't that Friday was his biggest sales day ever, it was that Saturday was his 5th biggest sales day ever and that Sunday was one of his best as well.231 people had checked-inRead more: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx#ixzz1C4FXxBhO
  • The locations will be picked by Bravo to correspond with select Bravo shows including The Real Housewives, The Millionaire Matchmaker, Top Chef, Kell on Earth, Top Chef Masters and Shear Genius.”
  • Kentucky Derby Louisville City Tour and Bar Crawl
  • Build a Community That Can Support Events Do Something Valuable for CustomersGive People a Reason to Talk
  • Start by listeningShare your backstoryCrowd sourceTargetDevelop and engage with your communityRespond quicklyBuild relationshipsContent and tone matterShare
  • Location based social media

    1. 1. Location Based Social Media for Businesses<br />Checking-in<br />On What It’s All About<br />By Maggie Hyde<br />Flying Bridge Technologies<br />
    2. 2. LBS for Businesses<br />Introductions<br />What is social media<br />What is LBS<br />How to utilize LBS as a business tool<br />10 min Break<br />Mainstream platforms and Case Studies<br />Social Media Best Practices<br />Questions<br />Feedback<br />
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    6. 6. Social Media:<br />“Social media is a tool, it's not a religion - there€ are no real rules and everyone is learning on the job.”<br /> @ducttape<br />@GapingVoid<br />
    7. 7.
    8. 8. Relationship Building<br />Entertainment<br />Conversation<br />Micro-blogging<br />Collaborative Worlds<br />MMO<br />Discussions<br />Social Gaming<br />Social Networking<br />Social Media <br />Sharing<br />Participation<br />Video Sharing<br />Recommendations<br />Content Publishing<br />Collaborative Filtering<br />Photo Sharing<br />Publishing<br />Rating/Tagging<br />Content Dissemination<br />
    9. 9. Entertainment<br />Relationship Building<br />Conversation<br />Micro-blogging<br />Collaborative Worlds<br />MMO<br />Discussions<br />Social Gaming<br />Social Networking<br />Social Media <br />Location-Based<br />Social Media <br />Sharing<br />Participation<br />Video Sharing<br />Recommendations<br />Content Publishing<br />Collaborative Filtering<br />Photo Sharing<br />Publishing<br />Rating/Tagging<br />Content Dissemination<br />
    10. 10. About LBS<br />“check in” <br />Utilize GPS technology to locate the users<br />Allow friends to know where others are/were<br />Users can leave location-based tips <br />Social competitions<br />Businesses can announce specials or promotions through these apps<br />
    11. 11. Using LBS for your business<br />Learn the platforms<br />Determine your goals<br />Establish your presence<br />Customize<br />Implement compelling promotions<br />Engage with your customers<br />Track everything<br />Be prepared to adapt<br />Follow best-practices of any SM marketer<br />Mashable.com<br />
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    13. 13. Twitter<br />“The best way to discover <br />what’s new in your world”<br />Evolution of the platform:<br />“What are you doing?”  “What’s happening?” <br />140 characters<br />User accounts are signified with an @ <br />@MaggieHyde<br />Includes location updates through most LBS platforms and the Twitter interface<br />
    14. 14. Twitter Stats<br />Twitter has over 105,779,710 registered users<br />There are over 300 new users a day<br />Twitter receives 180 million unique visitors a month<br />37% of users update their status through a mobile phone<br />55% female, 45% male (april 2010 - quantcast)<br />50 million tweets a day (april 2010 - comscore)<br />
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    16. 16. Facebook<br />“Facebook helps you connect & share <br />with the people in your life.”<br />Features:<br />Photo sharing<br />Video sharing<br />Link sharing<br />News updates <br />Location updates – now Facebook Places!<br />Games<br />Event calendar<br />1/25/2011<br />16<br />Flying Bridge Technologies<br />
    17. 17. Facebook Stats<br />More than 400 million active users on Facebook<br />50% of active users log on in any given day<br />The average user on Facebook has 130 friends<br />500 billion minutes per month on Facebook<br />More than 100 million active users currently accessing Facebook on mobile devices<br />1/25/2011<br />17<br />Flying Bridge Technologies<br />
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    19. 19. Yelp<br />“Yelp is the fun and easy way to find <br />and talk about great <br />(and not so great) local businesses”<br />Create a user profile<br />Write reviews and create listings for businesses you’ve interacted with<br />Read and get reviews and recommendations from other users<br />Now has mobile check-in app<br />1/25/2011<br />19<br />Flying Bridge Technologies<br />
    20. 20. Yelp Stats<br />25 million daily unique visits in august 2009<br />As of August 2010, more than 38 million people visited Yelp in the past 30 days<br />Yelpers have written over 12 million local reviews<br />83% of them rating a business 3 stars or higher<br />1/25/2011<br />20<br />Flying Bridge Technologies<br />
    21. 21. Foursquare<br />“ Check in. Find your friends. <br />Unlock your city”<br />It’s a game<br />Use mobile platform to “check-in” to a venue or location. <br />Earn badges & mayorships, get tips and information, win rewards from businesses<br />Make new friend and connections as well as locate old ones<br />1/25/2011<br />21<br />Flying Bridge Technologies<br />
    22. 22. Foursquare: Stats<br />1 year old on March 2010<br />Foursquare  has more than half a million users<br />1.4 million venues<br />15.5 million checkins<br />The site’s number-one referrer is Facebook accounting for 33% of upstream visits in a week.<br />1/25/2011<br />22<br />Flying Bridge Technologies<br />
    23. 23. Foursquare: Starbucks<br />Their Promotion: <br />Starbucks extends local store mayor specials to all it’s stores with a single $1 frappuchino coupon for any Starbucks mayor at any Starbucks.<br />Why It Is Unique: <br />First national mayor special<br />
    24. 24. Foursquare: Golden Coral<br />The promotion:<br /><ul><li>Foursquare mayor can eat free once per day.
    25. 25. Check-ins on other location services give you chance to win an iPad </li></ul>Why It Is Unique: Facebook support of effort, multiple platforms are available, larger contest and prize<br />
    26. 26. Foursquare: AJ Bombers “Swarm”<br />The Promotion:<br />Hosting a party for customers to earn the Swarm Badge, which netted his <br />Why it is Unique:<br />Utilized internet meme within the platform instead of creating his own.<br />110% increase in sales! <br />
    27. 27. Foursquare: AJ Bombers “On a Boat”<br />The Promotion:<br />Held and event to earn the “I’m on a boat” badge and partnered with a local outdoor retailer to have boats at the restaurant.<br />Why it is Unique:<br />Utilized internet meme that extended beyond foursquare market and capitalized on joint marketing opportunity<br />
    28. 28. Foursquare: BART<br />Their Promotion: <br />- Created BART-themed badge that can be unlocked by regular riders of BART<br />- $25 promotional tickets each month for the next 3 months awarded to randomly selected users who checked-in at BART stations<br />Why It Is Unique: <br />First transit agency to actively use Foursquare<br />
    29. 29. Foursquare: Bravo<br />Their Promotion:<br />Bravo offered Foursquare user “badges and special prizes when viewers visit more than 500 Bravo locations. <br />Why It Is Unique: <br />Extending the relationship with a TV show and characters<br />
    30. 30. Gowalla<br /> “Keep up with your friends, share the places you go, and discover the extraordinary in the world around you.”<br />450,000 users (passport holders)<br />Add photos, connect with friends, leave info<br />Branded pins and items<br />Trips from brands and users<br />
    31. 31. Gowalla: Airport Rides<br />The Promotion:<br />Chevy and Gowalla partnered up at SXSW 2010 and gave users who checked upon arrival at the airport free Chevy car service downtown to their hotels.<br />Why It Is Unique: Created an immediate and surprise real world service opportunity<br />
    32. 32. Gowalla: The Nets<br />The Promotion:<br />New York Nets hid free pairs of virtual game tickets throughout related check in <br />Why It Is Unique: Tie in with sporting event and sports related venue, also used the found items feature of Gowalla in a unique way<br /> 15% utilization<br />
    33. 33. Gowalla: Kentucky Derby<br />The Promotion:<br />Gowallaand the Courier Journal created a city tour and city bar crawl in conjunction with the Kentucky Derby event. <br />Why It Is Unique: <br />Using Gowalla trips in conjunction with larger events to promote local businesses and engagement<br />
    34. 34. Common Promotions<br />Raffles <br />Specials for the user who checks in most often<br />First check in specials<br />Digital punch cards<br />Partnership check-in rewards<br />
    35. 35. Social Media Best Practices<br />Be Interesting<br /> Engage<br /> Focus on the users<br />Share and share alike<br />Be honest<br />Bad reviews aren’t always bad<br />Nobody wants to feel like they’ve been sold<br />Know your audience<br />Tone and topics matter<br />Solve Problems<br />
    36. 36. Information Sources<br />http://foursquare.com/business<br />http://gowalla.com/business<br />http://socialfresh.com/foursquare-case-studies/<br />http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx#ixzz1C4FkUmnX<br />http://quantcast.com<br />http://mashable.com/2010/03/15/location-based-marketing/<br />
    37. 37. Connect with me!<br />@MaggieHyde<br />http://linkedin.com/in/MaggieHyde<br />http://facebook.com/MaggieHyde<br />maggie@flyingbridge.net<br />FBTI.net (Flying Bridge Technologies)<br />