Location-Based Marketing Connecting the virtual and the real world at the point-of-sale 15 December 2010 @OctavianMihai | ...
CONNECT <ul><li>Check in Foursquare, Gowalla, Facebook, etc </li></ul><ul><li>Twitter:  # LongboardMTL </li></ul><ul><li>S...
What is local? 15 December 2010 @OctavianMihai | www.octavianmihai.com
What is local? <ul><li>Products </li></ul><ul><li>Store </li></ul><ul><li>Business </li></ul>15 December 2010 @OctavianMih...
What is social media? <ul><li>Social Media is an umbrella term that represents the use of internet-based technologies in o...
And marketing people lost it… <ul><li>Traditional vs Digital vs Traditional Digital vs Social Media </li></ul>15 December ...
Advertising <ul><li>Rule #1: Reach consumers. Wherever they are.  </li></ul>15 December 2010 @OctavianMihai | www.octavian...
Advertising <ul><li>Rule #2: Everything is digital. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
Advertising <ul><li>Rule #3: If you are local, get local. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
Advertising <ul><li>Rule #4: It is only about consumers.  </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
Social media or Convenience 2.0 <ul><li>Influence & reputation systems improved </li></ul><ul><li>Virtual (anytime) </li><...
It ’ s all about mobile, local & community <ul><li>You are the terminal and the world is your playground.  </li></ul><ul><...
Get ready for local! <ul><li>Understand your space </li></ul><ul><li>Think outside the web </li></ul><ul><li>Understand yo...
1. Understand your space <ul><li>You have to be present </li></ul><ul><li>Your customers are </li></ul><ul><li>Your compet...
2. Think outside the web! <ul><li>Layer data on real world. Augmented reality.  </li></ul><ul><li>Just another layer of in...
2. Think outside the web! 15 December 2010 @OctavianMihai | www.octavianmihai.com
3. Your brand ’ s social capital <ul><li>Conversational capital is not enough  (marketing 1.0) </li></ul><ul><li>Engagemen...
3. …Your brand ’ s social capital <ul><li>“ When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes sp...
Let ’ s get local 15 December 2010 @OctavianMihai | www.octavianmihai.com
1. Location-Based Social Networking 15 December 2010 @OctavianMihai | www.octavianmihai.com Know: Foursquare, Gowalla, Loo...
(Location-Based Mechanism) <ul><li>Check-in – opt-in </li></ul><ul><li>RFID / Bluetooth - (scanned) – potentially opt-in <...
2. Own Your Space 15 December 2010 @OctavianMihai | www.octavianmihai.com <ul><li>Geo-location ready! Go! </li></ul><ul><l...
3. Local promotional plan 15 December 2010 @OctavianMihai | www.octavianmihai.com Local and social media promotional initi...
4. Monitor 15 December 2010 @OctavianMihai | www.octavianmihai.com Track and analyse your location. Track and analyse conv...
5. Engage <ul><li>Manage and engage </li></ul><ul><li>Build your brand community </li></ul>15 December 2010 @OctavianMihai...
What can you do with <ul><li>Mobile + Local + Real-Time + Play </li></ul>15 December 2010 @OctavianMihai | www.octavianmih...
Mobile + Local + Real-Time + Play <ul><li>Game-layers: SCVNGR </li></ul><ul><li>Virtual places of physical locations </li>...
Point-of-sale promotions… <ul><li>Mashable.com </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
Mobile + Local + Real-Time + Play <ul><li>Customer loyalty programs </li></ul><ul><li>Local group sales </li></ul><ul><li>...
Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
Point-of-sale promotions… <ul><li>Make your own Groupon deal at your point of sale! </li></ul>15 December 2010 @OctavianMi...
Get local now! <ul><li>Mobile + Local + Real-Time + Play </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
Some Links <ul><li>www.Foursquare.com </li></ul><ul><li>www.Gowalla.com </li></ul><ul><li>www.loot.com </li></ul><ul><li>w...
Thank you! <ul><li>www.OctavianMihai.com </li></ul><ul><li>President, Owner  </li></ul><ul><li>www.RockAndSocial.com </li>...
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Social Media And Location-Based Marketing: Connecting the virtual and the real world at the point-of-sale.

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Presented at the Longboard in Montreal on 15 December 2010

An informal talk about the changes social media brings to marketing and location-based advertising.

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  • Internet of things
  • Internet of things
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  • What about brands?
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  • Social Media And Location-Based Marketing: Connecting the virtual and the real world at the point-of-sale.

    1. 1. Location-Based Marketing Connecting the virtual and the real world at the point-of-sale 15 December 2010 @OctavianMihai | www.octavianmihai.com Longboard, Montreal, 2010
    2. 2. CONNECT <ul><li>Check in Foursquare, Gowalla, Facebook, etc </li></ul><ul><li>Twitter: # LongboardMTL </li></ul><ul><li>Slideshare will be posted on #LongboardMTL </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    3. 3. What is local? 15 December 2010 @OctavianMihai | www.octavianmihai.com
    4. 4. What is local? <ul><li>Products </li></ul><ul><li>Store </li></ul><ul><li>Business </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    5. 5. What is social media? <ul><li>Social Media is an umbrella term that represents the use of internet-based technologies in order to facilitate: </li></ul><ul><li>conversations and collaboration </li></ul><ul><li>the production and sharing of information, opinion and content </li></ul><ul><li>the creation of communities of interest </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    6. 6. And marketing people lost it… <ul><li>Traditional vs Digital vs Traditional Digital vs Social Media </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    7. 7. Advertising <ul><li>Rule #1: Reach consumers. Wherever they are. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    8. 8. Advertising <ul><li>Rule #2: Everything is digital. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    9. 9. Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
    10. 10. Advertising <ul><li>Rule #3: If you are local, get local. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    11. 11. Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
    12. 12. Advertising <ul><li>Rule #4: It is only about consumers. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    13. 13. Advertising 15 December 2010 @OctavianMihai | www.octavianmihai.com
    14. 14. Social media or Convenience 2.0 <ul><li>Influence & reputation systems improved </li></ul><ul><li>Virtual (anytime) </li></ul><ul><li>Mobile (anyplace) – mobile devices </li></ul><ul><li>Now (real-time) – micro-blogging democratized </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    15. 15. It ’ s all about mobile, local & community <ul><li>You are the terminal and the world is your playground. </li></ul><ul><li>Play. Communities of interest. Brand communities. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    16. 16. Get ready for local! <ul><li>Understand your space </li></ul><ul><li>Think outside the web </li></ul><ul><li>Understand your brand ’ s social capital </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    17. 17. 1. Understand your space <ul><li>You have to be present </li></ul><ul><li>Your customers are </li></ul><ul><li>Your competitors are </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    18. 18. 2. Think outside the web! <ul><li>Layer data on real world. Augmented reality. </li></ul><ul><li>Just another layer of information and social intelligence. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    19. 19. 2. Think outside the web! 15 December 2010 @OctavianMihai | www.octavianmihai.com
    20. 20. 3. Your brand ’ s social capital <ul><li>Conversational capital is not enough (marketing 1.0) </li></ul><ul><li>Engagement capital! The true call-to-action! </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    21. 21. 3. …Your brand ’ s social capital <ul><li>“ When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march […].’” David Ogilvy,  Ogilvy on Advertising,  New York: Random House, 1983. </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    22. 22. Let ’ s get local 15 December 2010 @OctavianMihai | www.octavianmihai.com
    23. 23. 1. Location-Based Social Networking 15 December 2010 @OctavianMihai | www.octavianmihai.com Know: Foursquare, Gowalla, Loopt, Brightkite, Whrrl
    24. 24. (Location-Based Mechanism) <ul><li>Check-in – opt-in </li></ul><ul><li>RFID / Bluetooth - (scanned) – potentially opt-in </li></ul><ul><li>Recognition (facial, iris, etc) – opt-out! </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    25. 25. 2. Own Your Space 15 December 2010 @OctavianMihai | www.octavianmihai.com <ul><li>Geo-location ready! Go! </li></ul><ul><li>Verify </li></ul><ul><li>Register </li></ul><ul><li>Edit / Manage </li></ul>
    26. 26. 3. Local promotional plan 15 December 2010 @OctavianMihai | www.octavianmihai.com Local and social media promotional initiatives a MUST in the future campaign planning.
    27. 27. 4. Monitor 15 December 2010 @OctavianMihai | www.octavianmihai.com Track and analyse your location. Track and analyse conversations.
    28. 28. 5. Engage <ul><li>Manage and engage </li></ul><ul><li>Build your brand community </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    29. 29. What can you do with <ul><li>Mobile + Local + Real-Time + Play </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    30. 30. Mobile + Local + Real-Time + Play <ul><li>Game-layers: SCVNGR </li></ul><ul><li>Virtual places of physical locations </li></ul><ul><li>Augmented reality </li></ul><ul><li>Promotional initiatives </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    31. 31. Point-of-sale promotions… <ul><li>Mashable.com </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    32. 32. Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
    33. 33. Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
    34. 34. Mobile + Local + Real-Time + Play <ul><li>Customer loyalty programs </li></ul><ul><li>Local group sales </li></ul><ul><li>Personalized advertising </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    35. 35. Point-of-sale promotions… 15 December 2010 @OctavianMihai | www.octavianmihai.com Mashable.com
    36. 36. Point-of-sale promotions… <ul><li>Make your own Groupon deal at your point of sale! </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    37. 37. Get local now! <ul><li>Mobile + Local + Real-Time + Play </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    38. 38. Some Links <ul><li>www.Foursquare.com </li></ul><ul><li>www.Gowalla.com </li></ul><ul><li>www.loot.com </li></ul><ul><li>www.whrrl.com </li></ul><ul><li>www.scvngr.com </li></ul><ul><li>http://mashable.com/2010/11/23/black-friday-social-deals/ </li></ul><ul><li>http://www.slideshare.net/sebprovencher/what-where-and-now-when </li></ul><ul><li>www.needium.com </li></ul><ul><li>www.groupon.com </li></ul><ul><li>www.livingsocial.com </li></ul><ul><li>http:// promodujour.lespac.com </li></ul><ul><li>http:// www.junaio.com </li></ul><ul><li>http://scoop.it </li></ul><ul><li>http://www.youtube.com/watch?v= nQbVD5hlddk </li></ul><ul><li>http://www.youtube.com/watch?v=6- ZLw2Q7U2M </li></ul><ul><li>http://www.guardian.co.uk/media/pda/2010/sep/27/advertising-billboards-facial-recognition- japan </li></ul><ul><li>http://gizmodo.com/5446271/google-may-insert-real+time-ads-onto-old-billboards-in-street- view </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com
    39. 39. Thank you! <ul><li>www.OctavianMihai.com </li></ul><ul><li>President, Owner </li></ul><ul><li>www.RockAndSocial.com </li></ul><ul><li>Please share, like, RT, have fun! Rock on! </li></ul>15 December 2010 @OctavianMihai | www.octavianmihai.com

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