Geo Location Mobile Social Networking


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  • If you’ve attended my sessions before, you know all about Facebook and Twitter.
  • Amazing growth and predicted to just keep on growing!
  • The early part of this presentation is a bit chart/stat heavy. It’ll get better!
  • Mobile social networking means accessing and utilizing social networks via your mobile phone
  • So now we have covered the growth of mobile social networking, now let’s move on to Geo…
  • Yelp You look on the phone, it recognizes your location, shows you some type of relevant information about stuff nearby. Utilizes phones GPS.
  • ‘ Users connect with their existing friends and also meet new people based on the places that they go. They can post notes and photos to that location and other users can comment on these posts. Users control the privacy of their updates and can choose to share them with their Twitter and Facebook accounts.’
  • Users connect with friends and update their location. Points are awarded for "checking in" at venues. Users also earn badges by checking in at locations with certain tags or for check-in frequency If a user has checked-in to a venue more than anyone else, on separate days, they will be crowned "Mayor" of that venue, until someone else earns the title by checking in more times than the previous mayor. Users can create a "To Do" list for their private use and add "Tips" to venues that other users can read, which serve as suggestions for great things to do, see or eat at the location (source Wikipedia)
  • Users 'check-in' at Spots in their local vicinity, either through a dedicated mobile application or through the mobile website. As a reward users will sometimes receive items from check-ins. Items have developed to become a promotional tool for the game's partners. Trips can be made by any user, link up to 20 related spots, falling into categories such as Nature Hikes or Pub Crawls. Spots and Trips can be featured by Gowalla, and with this comes a special status and icon, along with being highlighted on the website. Featured spots tend to be local landmarks such as Buckingham Palace in London, whilst featured Trips are chosen for being 'unique and exciting'. Upon checking-in, users may receive items as a bonus and these can be swapped or dropped at Spots. Users become Founders of a spot by dropping an item there. Items form a key feature within the game and each user has a vault into which they can place items they want to keep for ever. Special items have been created for specific events of importance such as the 2010 Winter Olympics, and also as promotional items linked to real-world prizes Source: Wikipedia
  • “ Harvard is more than classrooms and buildings. It’s an interconnected community of people, ideas, and experiences, and we are actively pursuing ways to enhance those connections. Foursquare allows our community to engage with friends, professors, and colleagues in new ways. We also hope visitors and neighbors will benefit from the platform as it grows through use.” “ Bravo fans do more than sit on their couches and watch Housewives yell at each other all day (shocking, right?). They eat where Top Chefs eat (and cook), they shop where the Housewives shop, they drink, er, responsibly (and most likely with Andy Cohen), and they foursquare!” “ Metro is all about your city, and now you can use Foursquare to explore and find tips and places that Metro recommends. Follow Metro on Foursquare to become eligible to unlock the Metro badge!” “ ZAGAT + Foursquare = Foodie Love. We're excited to bring the enthusiastic Foursquare community together with ZAGAT's dining expertise. Now Foursquare users can benefit from official ZAGAT tips, show they love food by unlocking the new foodie badge and have opportunities to be featured on with our new "Meet The Mayor" series.” “ Foursquare users can tap into the Times on Foursquare for recommendations on restaurants, attractions, shopping and nightlife — as reported by the Times’ travel and entertainment writers — in Vancouver, Whistler, and Squamish. And it wouldn’t be Foursquare without a badge to boot, so Foursquarers in those areas should keep their eyes peeled for suggested venues should they want to earn The New York Times Olympic badge. The New York Times should be commended for its avant-garde approach to serving up relevant and contextual editorial content to Olympic Games attendees, though the idea is one we’re starting to see quite frequently now courtesy of Foursquare.” “ In time for New York Fashion Week, Foursquare and Lucky Magazine are partnering to allow Foursquare users who are attending the event (show-goers, party-goers, designers, etc) with tips for the best places for a cocktail, WiFi, coffee, etc, near all show locations. So if you check into a show location on Foursquare, Lucky will give people tips on where to go near these big venues in-between shows. Each location will be hand-picked and recommended by Lucky editors.” “ 77 unique neighborhoods, 552 parks, and 7,300 restaurants all add up to countless Chicago check-ins on Foursquare!, the Official Tourism Website of the City of Chicago, invites you to explore our diverse neighborhoods as you earn one of three Chicago-themed Foursquare badges.”
  • The Wall Street Journal illustrated during the Times Square bomb scare how instant notifications to people’s phones via Foursquare can be an effective way to deliver breaking news. Simply “shout” while checking into a location, and your followers will receive your memo, almost like an SMS. article:
  • Respondents said they use these services most frequently to “locate nearby points of interest, shops or services.” Consumers are interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications and mobile coupons.
  • Safety concerns
  • Geo Location Mobile Social Networking

    1. 1. Presented by Jodi Gersh Content Manager, Gannett ContentOne Geo Location and Mobile Social Networking
    2. 2. <ul><li>Rise of Mobile Social Networking </li></ul><ul><li>Geo Location and Location Based Services (LBS) </li></ul><ul><li>How We Can Utilize LBS </li></ul><ul><li>Revenue Opportunities </li></ul><ul><li>Q & A </li></ul>
    3. 3. Mobile Social Networking
    4. 4. Before we talk about mobile, we should mention use of social networking has been growing exponentially over the past few years Photo credit sakshi_sharma via flickr
    5. 5. Growth of social networks and forecast into 2014
    6. 6. <ul><li>Logic statement: </li></ul><ul><li>If the popularity of social networks has grown </li></ul><ul><li>and </li></ul><ul><li>The use of mobile phones has grown </li></ul><ul><li>then </li></ul><ul><li>Mobile social network usage has grown </li></ul>
    7. 7. Mobile Social Networking usage has grown exponentially
    8. 9. What is Geo-Location?
    9. 10. <ul><li>A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geo graphical position of the mobile device (GPS) </li></ul><ul><li>- Wikipedia </li></ul>
    10. 11. <ul><li>These services have been available for a few years now. </li></ul>Where To? Geo Location & Location Based Services (LBS)
    11. 12. Phones/devices to support location services forecast large growth
    12. 13. <ul><li>Years ago a few companies created the ability to ‘check-in’ at a location using your mobile phone. </li></ul><ul><ul><li>Brightkite was founded in 2007. ‘Users &quot;check in&quot; at places by using text messaging or one of the mobile applications and they can see who is nearby and who has been there before.’ </li></ul></ul><ul><li>The Check-In isn’t widely adopted at this time… </li></ul>
    13. 14. <ul><li>Enter gaming dynamics… </li></ul><ul><li>Foursquare was founded in 2009 </li></ul><ul><li>Points </li></ul><ul><li>Badges </li></ul><ul><li>Mayorship </li></ul><ul><li>Tips and To-Dos </li></ul>
    14. 15. Nearby Locations Points for Checking In Mayorship
    15. 16. <ul><li>Offers /Deals </li></ul><ul><ul><li>Socially savvy local businesses decide to cash in </li></ul></ul>
    16. 18. <ul><li>Restaurant Owner Increases Sales by 110% with Foursquare Swarm Badge Party </li></ul><ul><li>Last week, restaurant owner Joe Sorge </li></ul><ul><li>attracted 161 Foursquare users at the </li></ul><ul><li>same time to his burger joint in Milwaukee, </li></ul><ul><li>AJ Bombers (pretty impressive considering </li></ul><ul><li>there are approximately only 300-400 total </li></ul><ul><li>Foursquare users in the area).  Even more </li></ul><ul><li>impressive is the fact that the restaurant more than doubled its typical </li></ul><ul><li>Sunday sales, with an increase of 110% that day. </li></ul>Source: MarketingToolsCentral
    17. 19. <ul><li>Gowalla </li></ul><ul><li>Loopt </li></ul><ul><li>Whrrl </li></ul><ul><li>Brightkite </li></ul><ul><li>MyTown </li></ul><ul><ul><li>Foursquare – just passed 1 million users </li></ul></ul><ul><ul><ul><li>Gowalla ~250k, Loopt ~25k, Whrrl <5k, Brightkite 2M, MyTown 1.4M </li></ul></ul></ul><ul><ul><li>Twitter > 100 million </li></ul></ul><ul><ul><li>Facebook > 400 million active users </li></ul></ul>
    18. 20. <ul><li>Trips </li></ul><ul><li>Items </li></ul>
    19. 22. <ul><li>Foursquare is first in this area. The Headlines: </li></ul><ul><li>Bravo And Foursquare Are The Mayor Of Your TV </li></ul><ul><li>Foursquare's New Frontier: Newspapers (Canada’s Metro News) </li></ul><ul><li>Harvard on Foursquare </li></ul><ul><li>BART Checks In on Foursquare for Mass Transit Promotion </li></ul><ul><li>Foursquare and SPIN Magazine Turn SXSW Into Musical Scavenger Hunt </li></ul><ul><li>The New York Times and Foursquare Partner for the Olympics </li></ul><ul><li>Financial Times Goes After Young Guns With New Foursquare Deal </li></ul><ul><li>MTV, VH1 Ink Deal With Foursquare </li></ul><ul><li>Foursquare Snags A Deal With The Today Show </li></ul>
    20. 23. <ul><li>Brightkite Teams Up With Starbucks For Deals & Badges </li></ul><ul><ul><ul><ul><li>Gowalla Partners with National Geographic and Washington Post for Branded Trips </li></ul></ul></ul></ul><ul><li>Gowalla Follows Foursquare's Lead with Real-Life Incentives </li></ul>
    21. 27. <ul><li> recently published a post called 7 Ways Journalists Can Use Foursquare </li></ul><ul><li>Finding Targeted Contacts </li></ul><ul><li>Breaking News </li></ul><ul><li>Sourcing Information From Tips </li></ul><ul><li>Learning About People You’re Profiling </li></ul><ul><li>Discovering and Monitoring Trends </li></ul><ul><li>Publishing and Distributing Content </li></ul><ul><li>Crowd sourcing News and Rewarding Readers with Badges </li></ul><ul><li>Let’s take a closer look at a few of these </li></ul>
    22. 28. <ul><li>Breaking News </li></ul><ul><li>Zach Seward, The Wall Street Journal outreach </li></ul><ul><li>editor, said that Foursquare works particularly well </li></ul><ul><li>for breaking news that is specific to a location. </li></ul>
    23. 29. WUSA9 Digital Correspondent Checking in on Foursquare
    24. 30. <ul><li>Publishing and Distributing Content </li></ul><ul><li>‘ News organizations are using location tips to link to content. Frequently, this takes the form of dining tips connected to restaurant reviews. Followers can click on a link to get more information about the restaurant.’ </li></ul><ul><li>‘ Individual journalists can provide similar value by offering their expertise in tips and linking to content that they have produced for more information.’ </li></ul><ul><li>-Mashable </li></ul>
    25. 35. <ul><li>Crowd sourcing News & </li></ul><ul><li>Rewarding Readers with Badges </li></ul>
    26. 36. Photo courtesy of Flickr: borman818
    27. 37. <ul><li>Ten percent of the cell phone owners surveyed use mobile location services at least once a week. </li></ul><ul><li>Sixty-three percent of Apple iPhone owners use location services at least once a week. </li></ul><ul><li>Adults ages 25-34 are frequent users of location services, with 22 percent using them at least once a week. </li></ul><ul><ul><li>Luth Research Results, April 2010 </li></ul></ul>
    28. 38. Location and Advertising
    29. 39. <ul><li>Sell businesses into location based apps </li></ul><ul><ul><li>Deals/Coupons </li></ul></ul><ul><li>Sponsorships </li></ul><ul><ul><li>Inclusion in Trips </li></ul></ul><ul><li>Branded badge/sticker campaigns </li></ul><ul><li>New models </li></ul><ul><ul><li>Pay Per Check-in? </li></ul></ul>
    30. 40. <ul><li>Gannett Social Media SharePoint site http://sps.gannett.gci/areas/ContentOne/SocialMedia </li></ul><ul><ul><li>Subsite specifically dedicated to Geo/Location </li></ul></ul><ul><li>Jodi Gersh, [email_address] , @jodiontheweb </li></ul><ul><li>Gannett Monthly Social Media newsletter (if you don’t already receive it, email me and I will add you to the distribution list) </li></ul>
    31. 41. Q & A Source materials for this presentation, photos and content credit:
    32. 42. <ul><li>“ Location-based applications are extremely interesting for brands and retailers in that they allow those companies to direct consumers to outlets in their vicinity while simultaneously providing information about the products on offer. When these are allied to measures such as mobile coupons and vouchers, you have the combination of information and financial incentive which can be compelling for consumers.” -Juniper Research </li></ul>Michael Boland, a senior analyst and program director at BIA/Kelsey said check-ins represent the makings of a business model, but they haven’t reached their full potential value yet because there isn’t a well-defined system to buy and sell advertising. “I think it does have a lot of staying power. We’re only going to see it grow and evolve,” he said. - Mashable