Group 22 Mayuri Gupta – www.mayurigupta.com Sibi Ravichandran – FT13171Himanshu Saini – www.himanshusaini.com Reetika Sen – www.reetikasen.com Anisha Jhawar – www.anishajhawar.info
Drivers & Dynamics behindLBS People naturally go after a recommended brand. The rising need to save time and energy. The need to be in news and be visible. Progression Dynamic – Need to fill the gap. Community Discovery Dynamic – E.g. Groupon
The Facebook Mechanism Check-In to a Place Page Tag friends Discover others Possibility of place based advertising for multi- location businesses. The Foursquare Mechanism Check-In Earn badges, recognition and rewards Locations get repeat visitors Possibility of having branded microsites and custom badges
Location-Based SocialNetworks (LBSN) A LBSN does not only mean adding a location to an existing social network - Not just sharing of location The physical location consists of the instant location of an individual at a given timestamp and the location history that an individual has accumulated in a certain period The interdependency includes not only that two persons co-occur in the same physical location or share similar location histories but also the knowledge, e.g., common interests, behavior, and activities, inferred from an individual’s location (history) and location-tagged data
Two Major Tasks and Objects inLBSN Location and Social networks Location is not only a dimension but also an important object in LBSN Location and social networks (users) have a mutual reinforcement relationship Sharing and Understanding A good sharing experience attracting more user-generated data for understanding. A deep understanding of LBSNs provide a better sharing experience in turn.
What’s in for brands? Acquire customers through local retailers via friends Can build their LBS. E.g. EpicMix ski app allows you to track your vertical feet, connect with friends, and share photos from your ski vacation! Drive Brand Awareness Reach customer near the point of sale. Radio for this reason can be a great channel Get Valuable data for targeted advertising and context-aware advertising.
5 Ways to Market Brand WithLBSN Push Notification Integration With alteration reduces burden. Loyalty Programs special reserved and discounts on purchases. Ideas like these drive competition and increase use of marketing on these networks. Geo fencing Expanding to more location-based networks. Includes sending messages to users who’ve opted in to a particular service. Starbucks is an example. If a person crosses a Starbucks geo-fence, they will receive a message from their location- based app highlighting an offer, coupon, or just a reminder to stop by
5 Ways to Market Brand WithLBSN Mixed Media Apps like GetGlue and Foursquare both give the ability to check in and incorporate other media. For instance, GetGlue allows a user to check in and share a favorite book, song or TV show. It helps to Optimize the content and forge partnerships with companies like GetGlue as a way to extend the reach among users that are more likely to view the content if recommended by friends. Better Content allows a user to discover food, nightlife, shops, and more based on broad categories. It aggregates suggestions based on our checking history as well as information available on the network about a location. It is increasingly reducing the use of recommendation websites like zomato.com
Recommendations Alignment with your brand’s strategies and goals. Find a targeted network or best available location based network as per your social marketing monitoring tools. Owned Media: Maintain consistency of brand voice and offers as available at other places like your official and partnered websites.
Recommendations Paid Media: Partner with places for push notifications. E.g. a city, store etc. Continuously measure, analyse and improve your geo-targeted ads and LBS offerings.