Link introduction to_location_based_marketing_v0.1


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An introduction to location based services (LBSs), presented at Get Digital 2010, Dublin. Introducing LBSs with, describing opportunities, challenges and showing examples of remarkable campaigns.

Credits to Kirsten Vang for some of the images used.

Published in: Technology
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  • hi , can I get this slideshow file ??
    I am interested in the subject , if you can please send it to me :
    thanks in advance :)
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  • Looks like you missed some services taking another approach like Beside the big players, they have their focus on privacy and realtime. Privacy will be the next hype on LBS...
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  • Goed (leuke) preso
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Link introduction to_location_based_marketing_v0.1

  1. 1. Location Based Services Basics, challenges & opportunities from a marketers perspective Polle van Elsacker Online Marketing Consultant Dublin, 22 October 2010
  2. 2. A short introduction … Polle van Elsacker [email_address] search engine marketing web analytics eCommerce consulting
  3. 3. Technology changes behaviour and media consumption
  4. 4. The rise of smart phones
  5. 5. How mobile phones are being used while in town
  6. 6. What is a Location Based Service ( LBS ) ? <ul><li>A location-based service (LBS) is an information </li></ul><ul><li>and entertainment service, accessible with </li></ul><ul><li>mobile devices through the mobile network and </li></ul><ul><li>utilizing the ability to make use of the </li></ul><ul><li>geographical position of the mobile device. </li></ul>
  7. 7. Location provides an enhanced user experience <ul><li>Discovery Navigation Context Relevance </li></ul>
  8. 8. Example of LBS: iNap
  9. 9. Example of LBS: cab4me
  10. 10. Example of LBS: ShopSavvy
  11. 11. Location is a game changer for social networks Passive Real Time Participatory What have you been up to? Where are you? Can I join you? What are you doing right now?
  12. 12. Impact of LBS on traditional websites Powerhouse Tools Website
  13. 13. The rise of location based services <ul><li>Gowalla Allows users to check into locations and share experiences. </li></ul><ul><li>Brightkite Allows users to post 140-character notes or photos to locations. </li></ul><ul><li>Where Local search and recommendation service that helps users find destinations and coupons from local merchants. </li></ul><ul><li>Scvngr Game platform that allows businesses to organize challenges and lets users earn points and rewards. </li></ul><ul><li>Booyah Platform treats the world like a virtual monopoly game and allows users to earn points and buy virtual locations. </li></ul><ul><li>Facebook Places New feature allows Facebook users to check into locations and share whereabouts and updates with friends. Businesses can claim their Facebook Places page and use it for advertising or interacting with customers. </li></ul><ul><li>Yelp Online review site allows mobile users to check in to locations and share whereabouts and tips with friends and earn status as “regulars” of frequently visited businesses. </li></ul>
  14. 14. Introducing Foursquare <ul><li>Founded early 2009 </li></ul><ul><li>About 3 million users globally </li></ul><ul><li>About 1 millions check-ins daily </li></ul><ul><li>Raised 20 million VC last month </li></ul><ul><li>Social network, city guide, game </li></ul>
  15. 15. Application running on a mobile device <ul><li>Download the application </li></ul><ul><li>Install on GPS activated device </li></ul><ul><li>Available for iPhone, Android, Blackberry </li></ul>
  16. 16. Basics of Foursquare principles <ul><li>Check-in Each time a user enters a location, they cane use their mobile device to announce their presence at this location. Users who check-in at a location become the Mayor of that location. </li></ul><ul><li>Badges Users can earn badges for check-ins and tasks completed, building social capital online, introducing a gaming element </li></ul><ul><li>Points Users can earn a variety of points for their check-ins and play against friends, competing who can get the most points each week </li></ul>
  17. 17. What Foursquare users do <ul><li>Reward or punish businesses for customer experiences </li></ul><ul><li>Discover new places and explore entertainment options </li></ul><ul><li>Receive special offers and loyalty rewards </li></ul><ul><li>Unscheduled meetings with friends </li></ul>Pssst pretty lame imho
  18. 18. Sharing your location on multiple social networks
  19. 19. Early adopters are enthousiastic influencers
  20. 20. Why is Foursquare different from Twitter? <ul><li>Twitter users don’t want to be marketed to, Foursquare users expect to be approached with a commercial message </li></ul>
  21. 21. Using Foursquare to connect with local users <ul><li>Nearby Venue-specific Push </li></ul>
  22. 22. Sample offers
  23. 23. Foursquare Promotion: Encourage Check-ins
  24. 24. Foursquare Promotion: Rewarding Mayors
  25. 25. Foursquare Promotion: Jimmy Choo Trainer Scavenger Hunt
  26. 26. Foursquare Promotion: Office 2010 Mayor
  27. 27. Foursquare Promotion: Pepsi Points
  28. 28. 4SQ stats
  29. 29. LBS Challenge: Quantifying the Opportunity
  30. 30. LBS Challenge: Sufficient Reach <ul><li>Location Based Services are highly niche applications </li></ul><ul><li>Targeting a group that’s overwhelmingly male and young </li></ul><ul><li>Those who use LBSs only 1% updates more then once a week </li></ul><ul><li>Audience not large enough to justify resources </li></ul><ul><li>LBSs are used globally, global brands benefit most currently </li></ul><ul><li>Solution: Leverage as many platforms are possible? </li></ul>
  31. 31. LBS Challenge: Privacy
  32. 32. What can you do? <ul><li>Forrester recommends that bold, male-targeted marketers start </li></ul><ul><li>testing but that most marketers should wait until they can get a </li></ul><ul><li>bigger bang for their buck, when adoption rates increase and </li></ul><ul><li>established players emerge from the fray. </li></ul>
  33. 33. What would I advice? <ul><li>Make Sure You’re Listed </li></ul><ul><li>Create a Loyalty Program </li></ul><ul><li>Leave Useful Tips For Users </li></ul><ul><li>Get Actionable Info About Your Business </li></ul>
  34. 34. Questions … ?
  35. 35. My contact details Polle van Elsacker [email_address]