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Geo Location Mobile Social Networking

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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>Mashable.com 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

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