We Don't Need No Stinking Badges

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A location-based marketing presentation about what you should REALLY be paying attention to.

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  • DUDE: Location based services are gonna be HUGE!
    people love the experience
    they love getting badges
    they love checking in
    FACEBOOOOOOOOOOK!






  • Are badges a MacGuffin?

    A MacGuffin is "a plot element that catches the viewers' attention or drives the plot of a work of fiction". The defining aspect of a MacGuffin is that the major players in the story are (at least initially) willing to do and sacrifice almost anything to obtain it, regardless of what the MacGuffin actually is. In fact, the specific nature of the MacGuffin may be ambiguous, undefined, generic, left open to interpretation or otherwise completely unimportant to the plot. Common examples are money, victory, glory, survival, a source of power, or a potential threat, or it may simply be something entirely unexplained.

    MacGuffins are sometimes referred to as plot coupons (especially if multiple ones are required) as the protagonist only needs to "collect enough plot coupons and trade them in for a dénouement".

    Maybe we’re looking at this the wrong way. Maybe the payoff isn’t what we think it is.

  • We’ve seen this before. As marketers, we must always be prepared to evolve the way we think.

    Web 1.0 = publishing
    Web 2.0 = platforms where consumers publish
    Web 3.0 = platforms that publish to other platforms
  • We’ve seen this before. As marketers, we must always be prepared to evolve the way we think.

    Web 1.0 = publishing
    Web 2.0 = platforms where consumers publish
    Web 3.0 = platforms that publish to other platforms
  • We’ve seen this before. As marketers, we must always be prepared to evolve the way we think.

    Web 1.0 = publishing
    Web 2.0 = platforms where consumers publish
    Web 3.0 = platforms that publish to other platforms
  • to get to web 3.0, publishers are giving way to platforms

    comscore chart showing most time spent with platforms where people create the content (and discover professional content)


  • The value of impressions is reaching a low point for marketers.

    low click rates

  • endless inventory/lack of scarcity

    So if inventory isn’t scarce, or effective, what is?
  • Attention.
    And that is LBS’s great promise.
    We used to have to distract through ads that we hoped we ran at the right frequency adjacent to content or search results that we believe made someone more likely to make a purchase.
    But now, with the location data that we have access to, we have better ways to do it.
    In fact, now that mobile phones have reached the smart point that they have, we can use digital media to move people physically -- and the same people that helped Google grow (local businesses -- and any business with a location) have even more to gain.
  • How do you capture and hold consumers’ attention?
    relationships through clearly defined value propositions
    timeliness and appropriateness
  • WIN!
  • WIN!
  • WIN!
  • reward things that make people better customers
    tangible value
    incentivize repeat visits
    reward things other than purchases -- like influence (eg. broadcasting of the check-in)
    examples of it being done right





  • geofencing
    proximity
    time
    place


  • demographics
    psychographics
    context of content
    behavioral history
    but now there is also
    timing
    place

    we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
  • demographics
    psychographics
    context of content
    behavioral history
    but now there is also
    timing
    place

    we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
  • demographics
    psychographics
    context of content
    behavioral history
    but now there is also
    timing
    place

    we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
  • demographics
    psychographics
    context of content
    behavioral history
    but now there is also
    timing
    place

    we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
  • demographics
    psychographics
    context of content
    behavioral history
    but now there is also
    timing
    place

    we’ve learned how to track people’s paths with cookies, now we can track their paths they travel with their feet
  • intelligence
    utility (hometurffinder)











  • We Don't Need No Stinking Badges

    1. 1. Badges? We don’t need no stinking badges. Or, how I learned to stop worrying about who to call and love calling the API. Ian Schafer (@ischafer) Founder & CEO
    2. 2. THE MACGUFFIN
    3. 3. web 1.0 web 2.0 WEB 1.0 WEB 2.0 WEB 3.0 web 3.0
    4. 4. IMPRESSIONS ARE WEAKER
    5. 5. IMPRESSIONS AREN’T SCARCE
    6. 6. ATTENTION IS
    7. 7. LOYALTY DATA RELEVANCE
    8. 8. LOYALTY
    9. 9. RELEVANCE
    10. 10. PEOPLE CONTENT TIME PLACE CONTEXT
    11. 11. DATA
    12. 12. www.fourscore.it
    13. 13. LOYALTY RELEVANCE DATA
    14. 14. Q&A @ischafer ian@deepfocus.net http://www.fourscore.it

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