The Power of Place


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My presentation on LBS and geo location applications for the Business Optimization Summit.

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  • Relevant to location
  • Foot traffic, measured
  • Location social networking vs basic lbs utility
  • It took Foursquare a year to reach one million; three months to hit 2 million, and a month and a half to hit 3 million. By comparison, it took Twitter about 2 years to get one million users.
  • Yelp You look on the phone, it recognizes your location, shows you some type of relevant information about stuff nearby. Utilizes phones GPS.
  • 1- 2- 3- 4- 5- 6- (mytown)
  • Have someone come up to my computer to claim their business
  • Why would this information be valuable to you?
  • Self service- You Create A Reward Listing - Business owners use WeReward’s self service platform to claim your business profile and create a reward listing for mobile consumers to see. The listing includes a logo for your business, an about page, and a description of what you want consumers to do in order to claim your reward. Want to partner with us? We'd love to talk. Retailers and Businesses: [email_address] What if you could flip on a switch and turn offline stores into interactive worlds, using your smart phone? That’s shopkick. Lets any local business reward individuals for loyalty, or as a group for collective visits. "Checking in" could be the new travel rewards program, if Topguest has its way. Topguest wants to link your existing travel rewards programs to your mobile check-ins. To do so, it links with well-known check-in services like Foursquare, Gowalla, Google Latitude, Loopt, Yelp and Twitter. "Check in" to your hotel with the service of your choice and you could earn hotel reward points. Check in to your flight and earn miles. You don't need to download another app, or check in a second time with Topguest.
  • Context Optional
  • Top brands on 4sq
  • Last week, restaurant owner Joe Sorge attracted 161 Foursquare users at the same time to his burger joint in Milwaukee, AJ Bombers (pretty impressive considering there are approximately only 300-400 total foursquare users in the area).  Even more impressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.
  • “ This represents a remarkable opportunity for a brand to promote a product directly to people who are visiting a location where that product is sold. It’s accessible to anyone who checks in on Gowalla, regardless of how many times they’ve checked in or whether or not they’ve been to that location previously,” said Gowalla founder Josh Williams
  • search for specials
  • The Power of Place

    1. 1. The Power of Place An #optsum workshop led by jodi gersh (@jodiontheweb)
    2. 2. For the next two hours <ul><li>We will go on a journey </li></ul><ul><li>We will visit </li></ul><ul><ul><li>Foursquare-ville </li></ul></ul><ul><ul><li>Gowalla-field </li></ul></ul><ul><ul><li>Facebook-land </li></ul></ul><ul><ul><li>SCVNGR-ville </li></ul></ul><ul><ul><li>LOOPT-land </li></ul></ul><ul><ul><li>and many other amazing places </li></ul></ul><ul><li>Are you ready? </li></ul>
    3. 3. Who here is on Foursquare? Gowalla? Other Geo/LBS app?
    4. 4. You may ask… <ul><li>Why would we visit these strange places? </li></ul><ul><li>What do we need to bring with us? </li></ul><ul><li>Who else will be there? </li></ul><ul><li>Where exactly are we going? </li></ul><ul><li>What will we do there? </li></ul>
    5. 5. <ul><li>Why would we visit these strange places? </li></ul><ul><li>What do we need to bring with us? </li></ul><ul><li>Who else will be there? </li></ul><ul><li>Where exactly are we going? </li></ul><ul><li>What will we do there? </li></ul>
    6. 6. So let’s get started. Why does place have power? This is the statistical part of our trip
    7. 7. Location-Based Mobile Revenue Projections
    8. 8. Mobile Advertising
    9. 9. Luth Research Results April 2010 <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><li>Respondents said they use these services most frequently to “locate nearby points of interest, shops or services.” </li></ul><ul><li>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. </li></ul>
    10. 10. Location and Advertising “ 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
    11. 11. Location-Based Mobile Social Networking in early adopter phase
    12. 13. <ul><li>Why would we visit these strange places? </li></ul><ul><li>What do we need to bring with us? </li></ul><ul><li>Who else will be there? </li></ul><ul><li>Where exactly are we going? </li></ul><ul><li>What will we do there? </li></ul>
    13. 15. Who here has a smartphone? iPhone? Android? other?
    14. 18. <ul><li>Why would we visit these strange places? </li></ul><ul><li>What do we need to bring with us? </li></ul><ul><li>Who else will be there? </li></ul><ul><li>Where exactly are we going? </li></ul><ul><li>What will we do there? </li></ul>
    15. 19. LBS Growth <ul><ul><li>Foursquare – just passed 3 million users (~1 million check-ins /day) </li></ul></ul><ul><ul><ul><li>Gowalla 340k, Loopt 4M, Whrrl 300k, Brightkite 2M, MyTown 3M </li></ul></ul></ul><ul><ul><li>Twitter > 200 million </li></ul></ul><ul><ul><li>Facebook > 500 million active users </li></ul></ul>
    16. 21. <ul><li>Why would we visit these strange places? </li></ul><ul><li>What do we need to bring with us? </li></ul><ul><li>Who else will be there? </li></ul><ul><li>Where exactly are we going? </li></ul><ul><li>What will we do there? </li></ul>
    17. 22. <ul><li>Geo based services have been available for a few years already. </li></ul>
    18. 23. Introducing the Check-In
    19. 24. ACTIVITY Join some geo location social networks
    20. 25. Join?
    21. 26. Venue Screens
    22. 27. Gaming and Rewards <ul><li>Loyalty Specials: unlocked only by the ‘Mayor’ of your venue. Who's the Mayor? It's your single most loyal customer! (the user who has checked in the most in the last 60 days) </li></ul><ul><li>Check-in Specials: unlocked when a user checks in to your venue a certain number of times. </li></ul><ul><li>Frequency-based Specials: are unlocked every X check-ins. </li></ul><ul><li>Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ( &quot;Show us your badge and get a free drink!&quot; ) </li></ul><ul><li>Challenge Based Specials: SCVNGR </li></ul><ul><li>Serendipitous Specials: Randomly awarded just by checking in </li></ul><ul><li>Other ideas? </li></ul>
    23. 28. Deals / Rewards/ Promotions
    24. 29. ACTIVITY Claim Your Business
    25. 30. Register/Claim Your Business <ul><li>Foursquare Business </li></ul><ul><ul><li> </li></ul></ul><ul><li>Google Places </li></ul><ul><ul><li> </li></ul></ul><ul><li>Facebook Places </li></ul><ul><ul><li> </li></ul></ul>
    26. 31. Foursquare Business Dashboard
    27. 32. ACTIVITY Set up rewards
    28. 33. Rewards <ul><li>WeReward </li></ul><ul><ul><li>Earn cash for checkins </li></ul></ul><ul><li>ShopKick </li></ul><ul><ul><li>Rewards simply for walking into stores </li></ul></ul><ul><ul><ul><li>PlacePop </li></ul></ul></ul><ul><ul><li>A virtual loyalty card </li></ul></ul><ul><ul><ul><li>TopGuest </li></ul></ul></ul><ul><ul><ul><ul><li>Travel Rewards Program </li></ul></ul></ul></ul>
    29. 34. Facebook Places Opportunities?
    30. 35. <ul><li>Why would we visit these strange places? </li></ul><ul><li>What do we need to bring with us? </li></ul><ul><li>Who else will be there? </li></ul><ul><li>Where exactly are we going? </li></ul><ul><li>What will we do there? </li></ul>
    31. 36. <ul><li>Businesses are using the check-in. </li></ul>
    32. 37. Ogilvy Foursquare Strategy As is the case with any social media tool, you have to determine your goals as part of your strategy.
    33. 38. Examples galore…
    34. 39. Examples <ul><li>Washington Redskins </li></ul><ul><li>Tasti D-Lite </li></ul><ul><li>MTV </li></ul><ul><li>Indiana State Fair </li></ul>
    35. 40. Check-In Specials
    36. 41. <ul><li>The History Channel created tips on Foursquare that share historically significant facts with users when they check into a location of note, for instance the first building that bought an Otis elevator. </li></ul>Historical Content
    37. 42. Source: MarketingToolsCentral Restaurant Owner Increases Sales by 110% with Foursquare Swarm Badge Party
    38. 45. Examples <ul><li>Sports </li></ul><ul><ul><li>NJ Nets </li></ul></ul><ul><li>Politics </li></ul><ul><ul><li>Campaigns </li></ul></ul><ul><ul><li>CNN </li></ul></ul><ul><li>Charities </li></ul><ul><ul><li>LiveStrong </li></ul></ul>
    39. 46. <ul><li>Rather than only rewarding Mayors, Gowalla is testing the more random reward. </li></ul><ul><li>When a person checks in through Gowalla at any U.S.-based Best Buy or Apple Store, they’ll automatically have a chance to win a free 4 GB Eye-Fi card. </li></ul>Serendipitous Deals For All
    40. 47. USA TODAY and Gowalla <ul><li>&quot;USA TODAY has always been a traveler's companion. We can't think of a better way to reach our core audience than to offer our valuable content while they are in the process of traveling,&quot; said Victoria Borton, general manager of USA TODAY Travel. </li></ul>
    41. 48. Examples <ul><li>Loopt Star is all about getting rewarded for going out and exploring the world with your friends. </li></ul><ul><li>Virgin America, Gap </li></ul><ul><li>Rewards Nearby function </li></ul>
    42. 49. <ul><li>Check In twice to any Gap adult store on Loopt Star and instantly receive 25% off your purchase. </li></ul>Loopt Star Deal
    43. 50. Examples H&M & Volvo partnered with MyTown and offered virtual goods to users within the vicinity of related venues (stores, dealerships, auto shops).
    44. 51. Examples <ul><li>Sports </li></ul><ul><ul><li>Minnesota Vikings / New England Patriots </li></ul></ul><ul><li>Businesses </li></ul><ul><ul><li>Boston </li></ul></ul><ul><li>Entertainment </li></ul><ul><ul><li>Movies </li></ul></ul>
    45. 52. You have to complete challenges to get rewards
    46. 53. Examples & <ul><li>Brightkite Teamed Up With Starbucks For Deals & Badges </li></ul><ul><li>Whrrl offers Society Rewards ‘free gas’ </li></ul>
    47. 54. ACTIVITY Your Ideas 30 minute brainstorming
    48. 55. Are you a developer or do you have access to developers?
    49. 56. Location Platforms (not apps) <ul><li>SimpleGeo </li></ul><ul><ul><li>Tools for developers to index, interpret and consume data connected to a location </li></ul></ul><ul><li>Geotoko </li></ul><ul><ul><li>Our goal with Geotoko was to create a platform that delivers location-based content and geo-targeted promotions and allows small businesses to manage and reward customers for checking-in. Checking-in, after all, is the hot new thing to do. </li></ul></ul><ul><li>LocationLabs </li></ul><ul><ul><li>Build mighty location services. Impactful mobile developer services for monetization, including Geofencing, Universal Location Service and Privacy Management </li></ul></ul><ul><li>Fire Eagle (Yahoo) </li></ul><ul><ul><li>Take your location to the web! </li></ul></ul><ul><li>ViaPlace </li></ul><ul><ul><li>viaPlace is a white-label B2B framework for providing points of interest and augmented reality applications for iPhone/iPad, Android, Blackberry and other web-enabled smart phones. </li></ul></ul>
    50. 57. Monitor Checkins - Trends - Deals What’s going on out there??
    51. 58. <ul><li>CheckIn Mania </li></ul><ul><ul><li>Checkin Mania is an app to track who is checking in various locations around you using the popular location based social media apps. Find popular spot on Foursquare and Gowalla, tips from Foursquare, tweets from places and more. </li></ul></ul><ul><li>PlacePop </li></ul><ul><ul><li>Would provide local recommendations, loyalty programs and rewards via the Facebook platform. Through both mobile and web-based applications, PlacePop would provide businesses with a marketing platform for reaching their customer base through Facebook Places. </li></ul></ul><ul><ul><li>FootFeed, Fourwhere </li></ul></ul><ul><li>SnackSquare </li></ul><ul><ul><li>Snacksquare is the only real location based push marketing solution on the market today. Based on deep integration with the newly available Foursquare API, we facilitate push marketing via SMS txt messages from local businesses to real people actively sharing their location information via checkins who are open to receiving location based promotions. </li></ul></ul>
    52. 59. optsum
    53. 60. What’s Next? <ul><ul><li>Join network </li></ul></ul><ul><ul><li>Claim business </li></ul></ul><ul><ul><li>Set up promotions </li></ul></ul><ul><ul><li>Find friends/fans </li></ul></ul><ul><ul><li>Educate staff </li></ul></ul><ul><li>Measure performance </li></ul>