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Johannes Neuer: GPS.org— Using Geo-Location Services to Promote Your Nonprofit

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With ten million Foursquare users, geo-location services are gaining traction. Learn how nonprofits can take advantage of these services and their gaming elements to market locations, events, and programs to a highly connected and mobile audience.

Published in: Technology, Spiritual
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Johannes Neuer: GPS.org— Using Geo-Location Services to Promote Your Nonprofit

  1. 1. Using Geo-Location Services to Promote Your Nonprofit Johannes Neuer, eCommunications Manager The New York Public Library @nypl August 2011
  2. 2. The Rise of Smartphones
  3. 3. Anyone Checking In?
  4. 4. Where is Geo-Location Headed?
  5. 5. Who is Checking In?
  6. 6. What Are My Goals? <ul><li>Promote places, events, conferences, etc. to: </li></ul><ul><li>Drive visits </li></ul><ul><li>Foster loyalty </li></ul><ul><li>Connect and engage with users </li></ul><ul><li>Increase brand mentions </li></ul>
  7. 7. Which Service is Right for Me? <ul><li>Facebook Places </li></ul><ul><li>Foursquare </li></ul><ul><li>Google Latitude </li></ul><ul><li>Gowalla </li></ul><ul><li>Scvngr </li></ul><ul><li>Yelp </li></ul>
  8. 8. NYPL and Foursquare — First Trial <ul><li>March 2010 </li></ul><ul><li>NYPL’s first green library in </li></ul><ul><li>Manhattan opens </li></ul><ul><li>Loyalty special </li></ul><ul><li>Prize for first 25 check-ins </li></ul>
  9. 9. NYPL and Foursquare — Brand Page <ul><li>NYPL’s home on Foursquare </li></ul><ul><li>Connecting Foursquare users with NYPL tips </li></ul><ul><li>Promoting programs, services, and special initiatives </li></ul>
  10. 10. NYPL and Foursquare — Badge <ul><li>Special occasion: Centennial Celebration </li></ul><ul><li>Three check-ins </li></ul><ul><li>Available for a limited time </li></ul><ul><li>More than just a badge: Free Foursquare Friends membership </li></ul>
  11. 11. NYPL and Foursquare — Specials <ul><li>Monthly ticket drawings for mayors </li></ul><ul><li>Behind-the-scenes tours for mayors </li></ul><ul><li>Photo-op in front of the Library’s fireplace, as seen in The Day After Tomorrow </li></ul>
  12. 12. NYPL and Foursquare — Marketing <ul><li>Media plan </li></ul><ul><li>eCommunications and social media </li></ul><ul><li>Wi-Fi splash page </li></ul><ul><li>Door clings </li></ul><ul><li>Flyers </li></ul><ul><li>Staff newsletters </li></ul>
  13. 13. NYPL and Foursquare — Results <ul><li>30,000 Foursquare followers </li></ul><ul><li>14,000 check-ins </li></ul><ul><li>12,000 Centennial Badge unlocks </li></ul><ul><li>130 Foursquare Friends memberships </li></ul><ul><li>Press and online mentions </li></ul>
  14. 14. NYPL and Foursquare — Retail <ul><li>Promotional channels: </li></ul><ul><li>Flagship / Library Shop newsletters </li></ul><ul><li>Facebook / Foursquare / Twitter </li></ul><ul><li>nypl.org homepage </li></ul><ul><li>Signs in the Library </li></ul>Unlocks Redemptions 4sq Average Order Value 305 36 3x normal average
  15. 15. Foursquare Phase I — Overview 4sq Brand page 4sq Venues Flagship Tips and global specials
  16. 16. Foursquare Phase II — Overview 4sq Brand page 4sq Venues Flagship Tips and global specials Stakeholders Local specials
  17. 17. Takeaways <ul><li>Meet your constituents where they are </li></ul><ul><li>Be creative, unique, and make it fun </li></ul><ul><li>Take control of your venues / places </li></ul><ul><li>Start small </li></ul><ul><li>Focus on specials (you don’t need a brand page or badge to be successful) </li></ul>
  18. 18. Image by the.sprouts via Flickr @johannesneuer

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