Case Study: Connecting Brands & Local Businesses to Real-Time Social Media Presented by: Nihal Mehta, CEO and Founder, Buzzd Thanks to facebook places, twitter, foursquare, gowalla, loopt, buzzd, brightkite, whrrl, and many other location-based services, the "check-in" has moved from a niche feature for early adopters to a mass-market functionality. Now that people are finally opt-ing in to broadcast their location to the public, a massive opportunity is created to reach those same people in time/space context, by local business and brands. Buzzd inc. is helping build a platform 'localresponse' to connect marketers to over 150million "check-ins" / month www.bdionline.com

2. buzzd, Inc. helps consumers discover
popularity and facilitates businesses to foster
loyalty.
• Proprietary architecture aggregates and indexes 1
million+ LBS real-time check-ins/posts daily, from
Facebook, Twitter, Yelp, Foursquare, Gowalla,
Loopt, Brightkite, etc
• Award-winning consumer product “buzzd” serves
1mm+ active users/month over PC web, mobile
web, iPhone, BlackBerry, Android and Nokia apps
• Business product “localresponse” helps businesses
see aggregate customer check-ins and target
customers with offers to drive foot traffic
about buzzd

3. consumer business
products products
(phase I) (phase II)
What’s the “buzz” ? Social media analytics
Hottest places Aggregated content
Trending topics Competitive info
Offers Highly relevant targeting
Deals Check-in patterns & timing
Local deal creation /tracking
realtime
check-ins &
mentions
introducing… localresponse

4. location-based social media explodes
July 2010 captured over over 200 million
“check-ins” (source: buzzd Inc)
Over 100mm
tweets/day
(source: twitter)
Over 1mm 4sq
check-ins/day Facebook’s Places will
(source: 4sq) generate an additional
1billion+ check-ins/month
(est: buzzd)

5. How brands and merchants are responding to checkins
Contests via Scavenger Hunt
Case study – Gowalla/Toms
Instant win rewards distributed when users
check in at eligible locations
Encouraged users to check in to AT&T locations
and retailers of Toms shoes
Case study – SCVNGR/Eat Pray Love
Challenges involve checking in at locations
relevant to the storyline of the movie
Created a rewarding experience around checkin
in and createing content
The experience intentionally ties to a movie
about a journey of self discovery
Strengths:
Encourages users to explore / try new things Note: Images and data via Erica Swallow, Mashable
http://mashable.com/2010/09/09/emerging-social-business-platforms/
Weaknesses:
Value to the user is connected to random chance

6. How brands and merchants are responding to checkins
Virtual goods and badges Examples:
Example – Foursquare/Bravo
TV personalities suggest places to check out,
and what to do there. If you check in, you win a
badge
Example – Whrrl/Las Vegas
‘Joining a society’ is like a badge, but more like
subscribing to a newsletter. Their buzz-worthy
rewards in Vegas are perfect for that audience
Example – Brightkite/Frappuccino
Checkins during a happy hour earned you a
Starbucks badge which friends could see
Strengths:
Great branding through social proof
Weaknesses:
Badges are intangible and marketing ROI is iffy

7. Our take on user/brand interaction via location services
Loyalty ----------------------------
•We like loyalty because it gives a higher value •We think its more valuable to create a newly
to the user than discovery loyal customer than a new customer
Seamlessness ----------------------------
•Users don’t want to learn how your marketing •Its more personal when users are rewarded via
works a merchant account than an LBS intermediary
Public messaging ----------------------------
•Public responses to checkins are viral and •Walled networks like location based services
create community require your customers to sign up for whatever
LBS networks you partner with to participate
Strengths: Weaknesses:
High engagement, diverse audience, easy Only indirect new customer acq, noisy medium

9. Case Study: City Winery in New York, NY
• Goal: Using localresponse, send personal messages to loyal
customers in order to drive returning foot traffic
• Target: People who have checked-in or tweeted about being
at City Winery over the last month
• Offers:
1) 2-for-1 tickets to selected concerts at City Winery
2) 10% off your bill

10. Case Study: City Winery in New York, NY
Messages Sent CTR Redemption Rate
78 avg. 63% 13%
*Two campaigns yielded CTR
of over 100% thanks to
retweeting

11. Case Study: City Winery in New York, NY
Viral Results
RT Bloggers
MediaBizBloggers.com (in response to
receiving City Winery Tweet) 9/7/10
“That’s a great response. I didn’t know
that I was ‘supporting’ them by
recording and posting a video, but of
course I was. I had endorsed both the
venue and the artist, and they were
repaying my endorsement with an
offer, and some warm feedback. My
immediate reaction was that I want to
go there again, post again and become
an even more ardent ‘supporter’ of the
venue. That’s good marketing.”

12. Case Study: City Winery in New York, NY
Entice consumers to retweet or follow
Sample offers
“Thanks for sharing the love. RT this to get 50% off a
meal this week. Details: http://bit.ly/xxxx”
“Thanks for being a loyal supporter. Follow us to get
50% off your next meal. Details: http://bit.ly/xxxx”

13. use case: Retail
viral promotion
Customer Retention: through customer
Loyalty social graphs
Check-ins to Radio Shack (from
Twitter, Foursquare, Gowalla,
Brightkite, etc) would result in a sales upon offer
real-time offer from Radio Shack.
redemption
“Hey loyal patron, thanks for
checking-in. Show this tweet at the
door on black Friday for a free
bluetooth headset!”.
foot traffic to
receive offer

14. use case: Spirits
viral promotion
Customer Retention: through customer
Loyalty social graphs
Check-ins at any Johnnie Walker
Account (e.g. Village Pourhouse in
NYC), from Twitter, Foursquare, sales upon offer
Gowalla, Brightkite, etc, would
redemption
result in a real-time offer from
Johnnie Walker:
“Have you tried a JW with ginger?
Show this to the bartender for a free
sample!”
foot traffic to
receive offer

15. use case: CPG
in-store brand
Customer Acquisition: engagement
In Store
Check-ins at Wal-Mart return a
coupon from Kellogg:
sales upon offer
“Thx for checking into Wal-Mart.
redemption
Click here for your $5 coupon for
Kashi!”

16. use case: CPG
customers
Customer Acquisition: acquired nearby
Nearby
Check-ins within 500 feet of Coca-
Cola’s new Freestyle vending
machines elicit a response from the sales upon offer
machines:
redemption
“You’ve entered the Coke
happiness zone! Text in this code to
the machine for your reward.”

17. use case: Live Events (sports, concerts)
customers
Customer Acquisition: acquired nearby
Nearby
Before & during SF Giants games,
messages would be sent to
consumers at nearby bars inviting to ticket sales upon
purchase deeply discounted tickets:
offer redemption
“Hey! Why don’t you come inside
the ballpark! Show this tweet to
redeem your $10 ticket”
foot traffic to
receive offer

18. use case: QSR
customers
Customer Acquisition: poached from
Conquesting competitors
Check-ins at competitive locations
(Starbucks, Peet’s, McDonald’s)
would trigger a real-time offer from sales upon offer
Dunkin Donuts:
redemption
“We know you’re waiting in line at
Starbucks for an overpriced coffee.
Show this msg to the Dunkin at
<address> for a coffee on us!”
foot traffic to
receive offer

19. consumer survey results (June 2010)
How often do you check your @mentions on Are you on any restaurant , bar/club or
Twitter? venue email list?
23% 9%
37% Yes
Instantly
1/day 38% 53% No
19%
1/week
21% Never Yes, but I don't find
them valuable
Do you follow any restaurant, bar/club or Have you ever received an offer or reward
venue on Twitter? from a business via Twitter?
19%
38%
Yes Yes
64%
No No
81%

20. consumer survey results (June 2010)
A local business you’ve checked-in on Twitter A local business you’ve checked-in on
in the past sent you a reward by @ mentioning Twitter in the past sent you a reward by
you? dm'ing you (so you already follow the
venue)?
4%
13% 6% 21%
28% Awesome 22% Awesome
Kinda cool
Kinda cool
Kinda annoying
Kinda annoying
Spammy
55% 51% Spammy
A local business that's NEAR a place you’ve A local business that was NEAR a place
checked-in recently on Twitter sent you a you’ve checked-in recently on Twitter sent
reward (ie free shot when you buy a beer) by you a reward (ie free shot when you buy a
@mentioning you? beer) by dm'ing you (so you already follow
the bar)?
15% 19% 21% 19%
Awesome
Awesome
21% Kinda cool
Kinda cool
Kinda annoying 21%
Kinda annoying
45% Spammy 39%
Spammy

21. consumer survey results (June 2010)
How would you rate getting the following offers from a local bar, restaurant, club or venue?
Discounts on clothes from retailers
Getting last-minute offers from music venues
25% off bottle service
25% off your meal
Free appetizer
Free tasting/flight to try new items
Create your own 2 for 1 happy hour
Free pitcher of beer
Free drink
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
That's awesome That's ok Not sure about it That sucks