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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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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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