What are Local business opportunities with social media and location based services. A seminar in St. Petersburg

1. CUSTOMER LOYALTY
AND LOCATION-BASED SERVICES
by @GlebKaplun
“Social Networking and Internet Communities – Opportunities and Experience”
by Institute for Russia and Eastern Europe (St. Petersburg, October 12, 2010)

2. LOCAL BUSINESSES
✓ Location, Location, Location
✓ Coffee Shops & Restaurants
✓ Apparel & Food Stores
✓ Department Stores
✓ Drugstores and Salons
✓ Entertainment and Sport
@glebkaplun

3. LOCAL SHOP’S PROBLEM:
GET MORE CUSTOMERS

4. How Local Businesses Use Social Media?
✓ Enhance local search results
✓ Find local leads
✓ Start a Group or a Blog
✓ Organize Meetups
✓ Advertise on Facebook
✓ Comment on Nearby Tweets
@glebkaplun

5. Sustaining Technology for Local Business
✓ Ads and Local Search results (Maps)
✓ Online Catalogs and Answers
✓ Smartphone Local Search Apps
← Popular “Afisha.ru” iPhone App
@glebkaplun

6. Sustaining Technology for Local Business
@glebkaplun

7. Disruptive Technology for Local Business
✓ Group buying (like Groupon)
✓ Location-based Loyalty
@glebkaplun

8. Groupon Russia
Groupon’s Series C’ 2010: $135M
from: Digital Sky Technologies, Battery Ventures,
Accel Partners, New Enterprise Associates
acquired “Darberry” (410k users as now)
@glebkaplun

9. TECHNOLOGY
‣ 10 Years
‣ GPS / A-GPS (Assisted)
‣ Cell-Towers (Triangulation)
‣ Wi-Fi / WiMax
‣ Bluetooth, RFID
@glebkaplun

10. @glebkaplun

11. @glebkaplun

12. 550M GPS-ENABLED PHONES TILL 2012
@glebkaplun

13. SMARTPHONES SALES IN RUSSIA (millions)
4.40 5
3.43 4
2.94
2.67 3
2
1.23
0.65 1
0.29
2004 2005 2006 2007 2008 2009 1H 2010 0
Source: MForum @glebkaplun

14. + = 74% 2010 Sales in Russia
Source: MForum @glebkaplun

15. ?

16. icondrawer.com @glebkaplun

17. LBS:
✓ Navigation
✓ People Tracking
✓ Location Based Advertising
✓ Social Location
@glebkaplun

18. LOCATION SERVICES USERS
526 million in 2012
Source: Gartner
@glebkaplun

19. LBS & LOCAL BUSINESS 2013–2015
Location-based Loyalty
(Foursquare, Gowalla etc.)
$6B
Annual Adspend
on mobile
$1–2B (Juniper)
$12.7B
mobile LBS
market $1.8B ~ $30B
(Juniper) LBA 2015 advertising from US
(ABI)
local businesses
(BIA/Kelsey )
$13.3B LBS market
(ABI Research)
@glebkaplun

20. GEOSOCIAL
@glebkaplun

21. Twitter:
What are you doing now?
Foursquare/Gowalla...:
Where are you now?
@glebkaplun

22. FIND,
CREATE,
CHECK-IN

23. SHARE
WITH
FRIENDS

24. TIP
THE
VENUE

25. @glebkaplun

27. CHECK-IN SERVICES USERS NOW (K)
5,500
4,000
Brightkite
Loopt
Foursquare
MyTown
Gowalla
350 AlterGeo (Russia)
450
3,000
3,000
@glebkaplun

28. CAPITAL RAISED (M)
MyTown $29.50
Foursquare $21.40
Loopt $17.00
Gowalla $10.40
Brightkite $1.42
AlterGeo $0.75
0 6 12 18 24 30
@glebkaplun
(Source: Crunchbase)

29. Check-in-ology:
Spots:
Trips:
Pins:
Items:
Highlights:
@glebkaplun

30. $6B “Virtual Goods”
MARKET IN 2013
Source: Piper Jaffray
@glebkaplun

31. CUSTOMER LOYALTY OPPORTUNITIES
✓ Check-in rewards
✓ In-App Advertising
✓ Sponsorship (spots, trips, items, badges)
✓ Virtual Goods Redeem
✓ Coupons and discounts
✓ In-App Branding (items, badges, trips etc.)
@glebkaplun

32. MAYORSHIP
@glebkaplun

33. CHECK-IN REWARDS
Welcome to
Destination
If you’re the mayor,
show the bartender
and your first drink
is free!
@glebkaplun

34. @glebkaplun

35. +
@glebkaplun

37. Rework Book
Designing with Web
Crush It! Book Bookstores, Corporate
Standards Book
Offices, Banks, Library.
Free Copy of Adobe Eye-Fi Wi-Fi 4GB Card Element Eco Water
Creative Suite 5 Best Buy & Apple Stores Bottle

38. Incase Products at Apple Stores
Incase Backpack Incase Messenger Bag Incase Slider Case

39. Real Pair of TOMS Shoes
AT&T Stores, Technology spots, Apparel & Shoe Stores. Real Prize item, limited to 1000
Real AT&T Smart Phone
AT&T Stores, Technology spots, Apparel & Shoe Stores. Real Prize item, limited to 23

40. @glebkaplun

41. LOCATION-BASED RETAIL
@glebkaplun

42. ?
@glebkaplun

43. ARE YOU A MAYOR?
@GlebKaplun
www. Solid Intention .com
gleb.kaplun@gmail.com