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BLE Beacons and You: Breaking the Internet of Things (IoT) Barrier - 2016 MnSearch Summit

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BLE Beacons and You: Breaking the Internet of Things (IoT) Barrier - 2016 MnSearch Summit

  1. 1. @MediaWyse #MNSearch @MnSearch
  2. 2. @MediaWyse #MNSearch @MnSearch Get this Presentation @ Slideshare:
  3. 3. @MediaWyse #MNSearch @MnSearch  Beacons as Lighthouses  Hyperlocal Marketing  The 411 on Beacons  iBeacon vs. Eddystone  Beacon Case Studies  Designing your Beacon Campaign  Session Takeaways & Resources What will we Learn Today?What will we Learn Today?
  4. 4. @MediaWyse #MNSearch @MnSearch Beacons as Lighthouses
  5. 5. @MediaWyse #MNSearch @MnSearch “One simple purpose in life. I'm a beacon. I send out my signal. That's all I do.” - The Lighthouse
  6. 6. @MediaWyse #MNSearch @MnSearch “BLE Beacons are the Lighthouses of the 21st Century.”
  7. 7. @MediaWyse #MNSearch @MnSearch “Beacons are low-cost transmitters that use Bluetooth Low Energy to provide Bluetooth smart devices a new level of proximity awareness” - Casey Markee
  8. 8. @MediaWyse #MNSearch @MnSearch Beacons are the KEY contextual component of the Internet of Things (IoT). They alone have near universal compatibility with mobile devices!
  9. 9. @MediaWyse #MNSearch @MnSearch Hyperlocal Marketing
  10. 10. @MediaWyse #MNSearch @MnSearch Remember Minority Report?
  11. 11. @MediaWyse #MNSearch @MnSearch Image Credit: MobileLeadsLocal.com Beacons = “Convenience Marketing” “Delivering a personalized marketing message for a product or service in real-time to a target consumer exactly when they need it!” - Casey Markee
  12. 12. @MediaWyse #MNSearch @MnSearch The 411 on Beacons
  13. 13. @MediaWyse #MNSearch @MnSearch Main Beacon Wireframes & Evolutions
  14. 14. @MediaWyse #MNSearch @MnSearch Beacons are Small but POWERFUL! Beacons are about the size of a quarter and cost between $5-80 each.
  15. 15. @MediaWyse #MNSearch @MnSearch Beacons are Small but POWERFUL! Beacons are about the size of a quarter and cost between $5-80 each. Visit bit.ly/beacon-hardware-guide For a Full Review of Beacon Price Points
  16. 16. @MediaWyse #MNSearch @MnSearch How do Beacons Work?
  17. 17. @MediaWyse #MNSearch @MnSearch What can you do with Beacons? Image Credit: Kinetica.mobi
  18. 18. @MediaWyse #MNSearch @MnSearch  Facebook “Places Tips” trigger when within 100 ft of beacon.  Serve a “Welcome Note” to Visitors.  Serve prompts to “Like” the page or “check-in.”  Feature posts from your page or those of your Fans. Facebook Beacons: Cool but Limited. http://bit.ly/facebook-beacons
  19. 19. @MediaWyse #MNSearch @MnSearch  Provides a “Local Tips” option for retailer but it’s App-Based.  Works to “collect” unique device IDs for remarketing purposes  Retailers can build up a database then target on Facebook, Twitter  Xone Analytics dashboards allows attribution and tracks visits from online retargeting Yext Xone Beacons: Local Retargeting Focus http://bit.ly/yext-beacons
  20. 20. @MediaWyse #MNSearch @MnSearch Apple iBeacons: App-Focused & Hot  App-Based (put can also use Apple PassBook)  Proprietary (but does work on Android)  Can send messages only through UUID (Universal Unique Identifier)  No use of EIDs (Ephemeral Identifiers)
  21. 21. @MediaWyse #MNSearch @MnSearch Google Eddystone: The New Kid on the Block!  Supports URL and App for messaging.  Open-Source (available on GitHub)  Can send messages through UUID (Universal Unique Identifier), URL or Telemetry.  Uses EIDs (Ephemeral Identifiers) for secure tracking.
  22. 22. @MediaWyse #MNSearch @MnSearch Why should you use Beacons? Image Credit: Swirl.com
  23. 23. @MediaWyse #MNSearch @MnSearch
  24. 24. @MediaWyse #MNSearch @MnSearch “By adding significantly more capacity to advertising transmissions, Bluetooth 5 will further propel the adoption and deployment of beacons to users around the world. ” - Mark Powell, Bluetooth SIG
  25. 25. @MediaWyse #MNSearch @MnSearch
  26. 26. @MediaWyse #MNSearch @MnSearch There will be 4.5 Million Beacons installed in the US by 2018!
  27. 27. @MediaWyse #MNSearch @MnSearch “400 Million Beacons Worldwide by 2020” - ABI Research
  28. 28. @MediaWyse #MNSearch @MnSearch “Eddystone forecast to become the dominate beacon standard by 2020” - ABI Research, 2015
  29. 29. @MediaWyse #MNSearch @MnSearch Why Eddystone?
  30. 30. @MediaWyse #MNSearch @MnSearch Why Eddystone? 800 million additional users ready to interact with beacons as Android makes up 80% of smartphone market
  31. 31. @MediaWyse #MNSearch @MnSearch Why Eddystone? Google I/O “Beacon Tools” Launch http://bit.ly/beacon-tools
  32. 32. @MediaWyse #MNSearch @MnSearch Why Eddystone? Google I/O “Beacon Tools” Launch Google Beacon Tools for Android and iOS can be used to provision a beacon, attach content, and serve it through your apps!
  33. 33. @MediaWyse #MNSearch @MnSearch The Future for Mobile is all about the “Digital Concierge”
  34. 34. @MediaWyse #MNSearch @MnSearch Did you know you can already use BLE beacons to “check-in” to your hotel?
  35. 35. @MediaWyse #MNSearch @MnSearch iBeacon Case Study: Starwood Hotels (SPG)
  36. 36. @MediaWyse #MNSearch @MnSearch Or use them to “navigate” your next trip to the grocery store?
  37. 37. @MediaWyse #MNSearch @MnSearch iBeacon Case Study: Marsh Supermarkets (IN) http://bit.ly/ibeacons-101
  38. 38. @MediaWyse #MNSearch @MnSearch Need to “catch” a train? There’s a beacon for that as well.
  39. 39. @MediaWyse #MNSearch @MnSearch Eddystone Case Study: TriMet PTA (OR)
  40. 40. @MediaWyse #MNSearch @MnSearch You can even FIGHT human trafficking with beacons!
  41. 41. @MediaWyse #MNSearch @MnSearch Eddystone Case Study: Beacon of Hope Project
  42. 42. @MediaWyse #MNSearch @MnSearch Eddystone Case Study: Beacon of Hope Project Equip public restrooms with Beacons & “Dash” buttons to signal for help and rescue!
  43. 43. @MediaWyse #MNSearch @MnSearch In Short: Beacons are Bad-Ass!
  44. 44. @MediaWyse #MNSearch @MnSearch So How do I get Started?
  45. 45. @MediaWyse #MNSearch @MnSearch Get a Beaconstac Starter Kit – Costs $89!  Comes with 3 enterprise-grade BLE Sensoro beacons  Supports BOTH iBeacon & Eddystone  Each beacon can cover up to 50ft and last up to 3 years.  The longer the distance, the shorter the battery life.  Full support and analytics provided up to 1 year.store.beaconstac.com
  46. 46. @MediaWyse #MNSearch @MnSearch Or…Use an Existing Beacon Network!
  47. 47. @MediaWyse #MNSearch @MnSearch Or…Use an Existing Beacon Network! Mobiquity operates a beacon network in 400+ major shopping malls in the U.S. 7500 unique retailers leverage that network!
  48. 48. @MediaWyse #MNSearch @MnSearch Designing your Beacon Campaign
  49. 49. @MediaWyse #MNSearch @MnSearch Understand your “Duty of Care”
  50. 50. @MediaWyse #MNSearch @MnSearch Does your Messaging Provide “Value?”
  51. 51. @MediaWyse #MNSearch @MnSearch What is the Optimal Context & Timing for my Beacon Messaging?
  52. 52. @MediaWyse #MNSearch @MnSearch Where can I most “Efficiently’ Deploy my Beacons?
  53. 53. @MediaWyse #MNSearch @MnSearch Are you Avoiding “Notifications” Overload?
  54. 54. @MediaWyse #MNSearch @MnSearch Are your Beacons an “Isolated” Marketing Initiative?
  55. 55. @MediaWyse #MNSearch @MnSearch Session Takeaways & Resources
  56. 56. @MediaWyse #MNSearch @MnSearch Session Takeaways  Beacons are Widespread: 85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016
  57. 57. @MediaWyse #MNSearch @MnSearch Session Takeaways  Beacons are Widespread: 85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016  Beacons are Low-Barrier: You can be up in 24 hours, for less than $99, and cover an area of several hundred meters.
  58. 58. @MediaWyse #MNSearch @MnSearch Session Takeaways  Beacons are Widespread: 85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016  Beacons are Low-Barrier: You can be up in 24 hours, for less than $99, and cover an area of several hundred meters.  Beacons Enhance Marketing: Drive traffic, retarget traffic, or use them to push new offers & experiences.
  59. 59. @MediaWyse #MNSearch @MnSearch Beacon Resources List  BLE Beacons Overview: https://developers.google.com/beacons/  Physical Web: https://google.github.io/physical-web/  Eddystone Format: https://github.com/google/eddystone  Google Beacon Demo Platform: http://bit.ly/google-beacon-demo  iBeacon Format: https://developer.apple.com/ibeacon/  Facebook Beacons: https://placetips.fb.com/beacons/  Yext Beacons: http://bit.ly/yext-beacons  Beacon Mapping SDK: http://estimote.com/indoor/  Beaconstac Resources: http://www.beaconstac.com/resources
  60. 60. @MediaWyse #MNSearch @MnSearch Thank You!
  61. 61. @MediaWyse #MNSearch @MnSearch
  62. 62. @MediaWyse #MNSearch @MnSearch Connect with me Online @ Become a Fan on Facebook: https://www.facebook.com/MediaWyse Follow Casey on Twitter: https://Twitter.com/MediaWyse Connect with Casey on Linkedin: https://www.linkedin/com/in/caseymarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA

Editor's Notes

  • "BLE Beacons and You: Breaking the Internet of Things (IoT) Barrier" Personalized hyperlocal marketing with Bluetooth powered wireless beacons has blown up in recent years. This latest evolution in the Internet of Things allows retailers, venues and marketers to reach and target new and existing customers in ways never before possible. In this session with IoT and SEO expert Casey Markee learn about beacon technologies, case studies and best practices that will allow you to get off and running in 2016!
  • Change Graphic
    Add more references to IoT

  • -Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal
    -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range
    -For example, the app can be programmed to deliver a personalized message or coupon.
  • -Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal
    -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range
    -For example, the app can be programmed to deliver a personalized message or coupon.
  • - There will be 26 billion connected devices around the world by 2020. This is a conservative estimate made by Gartner Research. That is a 30-fold increase over 2009 numbers.
  • Remember 2002’s “Minority Report” when Tom Cruise is running through the mall and getting virtually targeted by all those ads? That’s set in 2054 but similar targeting is already possible now.

    This hyperlocal targeting is just the next evolution into what is called….
  • …convenience marketing!

    What is that?

    How do we practice “convenience marketing?”
  • Apple iBeacon = released 6/13
    Facebook Beacons = released 6/15
    Google Eddystone = released 7/15 – named after the Lighthouse in UK of the coast of Devon.
    Yext Xone Beacons = released 9/15

    BLE Beacons (Dedicated Beacons used to mark zones or areas for personalized targeting)

    Apple iBeacon is the more popular choice…for now. And it does work with Android, however, since Eddystone is open source and offers cross-platform support for both iOS and Android, it has an edge over iBeacon, which works only with select compatible iDevices.
  • Check-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points.

    Sensoro, etc.

    Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.
  • Check-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points.

    Sensoro, etc.

    Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.
  • Beacons operate using Bluetooth 4.0 or Bluetooth Smart which is the latest iteration of the classic Bluetooth functionality that has been around since 1994.

    Bluetooth and WIFI can both be used to power beacons but Bluetooth tends to have a pretty good stranglehold right now based on the low energy needed to operate. It also tends to go through walls, around corners and is just more “agile” than WIFI.

    But the most important reason that Bluetooth seems to be the standard is this:

    “Unlike WIFI which never asks for permission to connect, consumers must turn on BLE on their phones, allow location detection, and, if an app is used by the retailer, opt-in for notifications.”

    That’s more customer-friendly.
  • Once a customer comes within about 100 feet of the device, they'll have access to place tips on Facebook. This "place tips on Facebook" pops up inside the Facebook app automatically.

    Place Tips are only available on iOS devices. Place Tips may still appear via GPS on Android devices with Location Services on.

    Place Tips appear at the top of your customer's News Feed while they're at your store, providing a valuable entry point to information about your business at highly relevant times.

    Limited in that you can’t really push “custom offers.” It’s more to drive general awareness.

    Big “Order Beacon” button available now and leads you to this page: https://www.facebook.com/business/a/facebook-bluetooth-beacons-imbed

    There are some clear benefits thought:

    -More reach: increase engagement and drive “likes.”
    -More reviews: beacons will increase your reviews, especially if you “ask” for them.
    -More influence: you can target and direct your fans/customers while in your locations. This can and will drive more sales.
  • Runs on the iBeacon Wireframe
    the Yext Xone beacons require an app to use, you DO NOT just need to download the Yext app. Yext is setting up App Partnerships so that if you have any of these other apps installed, they will be able to "read" the Xone beacons and serve specific tailored notifications.
    Yext has partnered with app developers to listen for the Xone beacon. If a consumer has the Xone-enabled app open and Bluetooth® enabled, an on-screen message will be triggered within the app.
    Says they have 40+ apps that reach 30 million users currently – includes Mapquest, myTuner, QuakeFeed and some others.
  • - iBeacon transmits a UUID (16 digit string of numbers), Major (4 digits) and Minor (4 digits). That’s it. Nothing else. They aren’t mini-servers or tracking devices. Beacons themselves do not track anything. Apps do the tracking if that’s what they are programmed to do.

    with the launch of iOS 7.1 Apple announced a game-changing improvement to iBeacon. Now, once an app is installed, it will “look” for beacons even if the app is shut down or a user has rebooted his/her phone

    You can also use “Apple Passbook” to send push notifications - PassBook is a utility application on iOS devices which has the ability to tie-in with iBeacon technology

    - iBeacon still very popular but losing ground daily to Eddystone
  • does not need a mobile app to send messages to smartphone users
    Uses three different wireframes to send information, substantially more functionality.
    - Google Now can provide increased contextual information (showing menu items when users sit down in restaurants)
    - restaurants can push discount codes, and happy hour specials through URLs, these can be more personalized.
    - integration with Google Maps provide real-time transit information and fast-access to real-time schedules
    - museums and tourist attractions won't need docents or tour guides, information can be sent directly to the user via URL.
    - asset tracking will be increased, you can attach beacons to your bags and track them at the airport - never lose a bag again!

    NOTE: The only way Eddystone can work with a device that does not have a compatible app installed, is to transmit using the URL packet

    How do you protect against hacking or someone putting up a beacon at the entrance to a sports arena and trying to inject malware? That’s where the EIDs come into play. Google created these to allow beacons to broadcast a signal that is only identifiable to ‘authorized clients’. To prevent such hacking/malware attacks.
  • Swirl platform is currently deployed at leading retailers throughout the U.S. and Canada, including Lord & Taylor, Marriot, Hudson’s Bay, Urban Outfitters, Alex & Ani, Kenneth Cole and Timberland stores.
    Surveyed thousands of shoppers over a period of 3-months
  • It will double the range and quadruple the speed of low energy Bluetooth transmissions. But there’s more. Bluetooth 5 will also provide significant new functionality for connectionless services like location-relevant information and navigation.

    The range of Bluetooth Smart will increase by up to four times, going up from current 50 metres limit to up to 200 metres. Furthermore, the organisation said that data speeds will double to 2Mbps from 1Mbps without making any compromise on energy consumption.
  • Right now beacons are in their infancy. There are less than 500,000 installed US-wide.
  • 85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016
    that’s about 3.5 million unique locations
    Estimates for total beacon deployment continue to skyrocket. ProxBook says that worldwide there will be 400 million beacons by 2020.
  • 85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016
    that’s about 3.5 million unique locations
    Estimates for total beacon deployment continue to skyrocket. ProxBook says that worldwide there will be 400 million beacons by 2020.
  • Google's recent announcement of Eddystone support for Chrome browser on Android was hailed by business leaders as a game changer for the proximity marketing industry

    The release of Android Chrome support for Eddystone enables 800 million additional users seamlessly to be able to interact with the Physical Web aka Eddystone-URL.
  • This is important because of the Physical Web. The Physical Web is a discovery service powered by bluetooth low energy beacons. Smart objects broadcast relevant URLs that any nearby device can receive.

    It is now standard with Chrome and available on most of your smartphones. This uses the Eddystone URL wireframe to push out content.

    - The Physical Web acts like a universal app that allows users to walk up to any device - a vending machine, a poster, a toy, a bus stop, a rental car - and get useful content via URLs.
  • App-powered developer SDI to register and deploy Eddystone beacons.

    Quietly launched on 4/16 but rolled out fully at Google I/O in May.

    http://newsvideo.su/tech/video/64496
  • The growth of this “Physical Web” is what is going to make things like the Digital Concierge a reality and make all of you in the audience MASTERS and meeting the needs of your customers.
  • This is currently happening.
  • Starwood Preffered Guest is known for their Westin, W, Sheraton and other brands.

    SPG Keyless is the first truly keyless solution for a global hotel brand. In some regions, SPG members are able to check in from their device and go straight to their room.

    An iBeacon picks up the guest’s phone when in close proximity and unlocks the room door, giving the guest a keyless entry to his room. This is such an engaging and efficient experience for a guest.

    Benefits for hotels:

    Virtual check-in
    Finding the room and indoor navigation
    Keyless entry into rooms
    In-room controls
    Room service
    Offers and loyalty programs
    And of course, check-out
  • This is currently happening.
  • The apple watch specifically features Bluetooth 4.0 which is going to allow retailers to actually track you with hyperlocalized offers as well.

    Marsh Supermarkets in IN – the first grocery store chain (75 stores) to launch an iBeacon-Apple Watch integration. The technology allows for shoppers with an Apple Watch and applications with inMarket’s application technologies to be notified of their shopping lists when they enter any Marsh store.
  • This is currently happening.
  • First big Eddystone case study by Google was in Portland for the PTA

    87 light rail stations beam notifications to commuters
    Uses Bluevision beacons to connect with cell phones (no app required)
    Instead they use the “alert” screen to pop up notifications to those in range from the cloud
    Users can then use browse these notifications to see arrival and departure information
  • This is currently happening.
  • This is a map of known human trafficking activity occurring, right now, here in the United States. You’ll notice that MN is represented there. It’s a systemic problem nationwide!

    America and Penelope Lopez, pilot program coming to LA and other cities.
  • The only time victims are away from their captors and alone is when they enter a public bathroom. In there, the victims would potentially have access to two types of devices: one a Bluetooth device prototyped with the Intel Curie IoT board and the other based on the Amazon Dash Button.

    America and Penelope Lopez, pilot program coming to LA and other cities.
  • For shorter range, 15ft or less, the beacons last 3+ years.

    For longer range, 50ft+, the beacons last 6-12 months.

    Beacons powered by replaceable AA batteries.

    In order to interact with the beacon, Bluetooth needs to be turned on and the customer needs to have the app downloaded on their phone. A beacon by itself does nothing. However, you can trigger a notification reminder to “turn on the bluetooth” with our Geofence feature.

  • NY-based Mobiquity Networks owns and operates the largest shopping mall‐based beacon advertising network in the U.S. This network is installed in mall entrances and common areas. It allows retailers to target customers without having to install and operate their own beacons.

    It allows anyone to target over 50,000+ storefronts.

    More beacon networks can be researched at ProxBook.com.
  • Key areas that you should take note while using a beacon network are the popularity (and adoption) of the app and the terms and conditions with regards to the data ownership (specific to your business).

    It is always advisable to agree on mutual data ownership with the third party app, as the data mined can be used for strengthening your customer knowledge, online marketing and omni-channel strategy.

    More beacon networks can be researched at ProxBook.com.
  • - If you are going to be using beacons you need to give your audience a “heads up.” Provide your target audience with full information and a review of the benefits so they can make an informed choice.
  • Are you providing a discount? A free product? Is the messaging worthwhile or just a “hey, we are cool and have beacons” message?

  • Black Friday as people are rushing through the store…probably not the “best” time. But as they are all lining up outside? Maybe.

  • Think through an in-depth scenario map of how you want your beacon to perform. When and where do you want that beacon to perform?

    Check-out estimote.com/indoor/ for a free Beacon Mapping SDK (Software Development Kit)

  • The average reaction rate to these notifications was just six percent across iOS and Android devices.

    Quora is a great example of notification fatigue. Their apps used to send dozens of notifications a day in 2014. And if you had something go viral, you would receive a notification for each upvote which could be in the 100’s it was insane.

    Fortunately, they revamped this in late 2014…these are issues you must be aware.
  • Make sure to link your beacon marketing strategy to print, digital, and email initiatives. Just like anything else, it should be coordinated and publicized.

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