Facebook Places


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This document provides an overview of Facebook Places as well as:
• Implications for Users
• Implications for Brands
• How Brands Can Use Places
• Setting Up a Places Page
• Brands & Apps Using Places
• Appendix

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Facebook Places

  1. 1. 2010 Tribal DDB Worldwide
  2. 2. Facebook PlacesSeptember 2010 2010 Tribal DDB Worldwide
  3. 3. Contents•Overview•Implications for Users•Implications for Brands•How Brands Can Use Places•Setting Up a Places Page•Brands & Apps Using Places•Appendix 2010 Tribal DDB Worldwide
  4. 4. Location-Based Social NetworkingLocation-based social networking bridges the gapbetween the online and offline worlds by allowingusers to share their location with others.In addition to acting as another layer to socialnetworking, some services add a gaming level byrewarding users with badges or offering incentivessuch as discounts for frequent visits. 2010 Tribal DDB Worldwide
  5. 5. Location-Based Social NetworkingFacebook Places is similar to otherlocation-based social networks in thatusers can check in at a location.In addition, users can: • see who is at the same location • tag friends who are with them • comment on the place or their activityUsers can check in by using the Facebook iPhoneapp or accessing touch.facebook.com via amobile device.Currently, Facebook Places is available in the US,the UK, and Japan. 2010 Tribal DDB Worldwide
  6. 6. Cross-Platform Check InsWhile all developers have access to the Read API(allowing for the extraction of user data), FacebookPlaces is allowing certain services, including Yelp,Gowalla, and Foursquare, to use the Write API.The Write API allows these services to push theirown check-ins to Facebook Places.For example, if a user checks in using a Yelpmobile app, they will be able to sync that check-inwith Facebook. 2010 Tribal DDB Worldwide
  7. 7. Potential Issues Penetration PrivacyLess than a third of all Americans have smartphones, Users can see others. They can see who else haswhich means that the reach of Facebook Places is checked in at the same location, even if they arecurrently limited. not friends.However, Nielsen estimates that half of all Americans Furthermore, users can tag people who are withwill have smartphones by the end of 2011. them, even without their explicit permission, unless those people manually change their settings, creating potential sharing issues. 2010 Tribal DDB Worldwide
  8. 8. Implications for consumers. 2010 Tribal DDB Worldwide
  9. 9. A Greater Chance of SerendipityFacebook developed Places for the purpose ofproviding greater utility and exploration totheir users.By using Facebook Places, people will have theability to connect with their friends when theywouldn’t otherwise have known that theywere nearby.Through notifications on the newsfeed, EventsPage, and on Places Pages, users are alsoexposed to their friends’ favorite Places and candiscover locations they wouldn’t havenormally found. 2010 Tribal DDB Worldwide
  10. 10. Mainstream Geo-LocationFacebook Places immediately propels thefunctionality and awareness of location-basedsocial networking into the mainstream.Since 150mm of Facebook’s 500mm usersaccess Facebook on their mobile devices,Places is a natural progression for users. 2010 Tribal DDB Worldwide
  11. 11. Implications for Brands 2010 Tribal DDB Worldwide
  12. 12. Closing the Gap Between Offline and OnlineAs Places connects the online world with thephysical world, it also gives a physical products anonline presence.Sharing favorite Places with friends, Liking a place,and commenting on a physical location all offernew touchpoints for brands to share messagingwith consumers.By providing exclusive content, in-store offers, orencouragement to check-in, brands can link theirdigital experiences to their physical locations. 2010 Tribal DDB Worldwide
  13. 13. More Data for DevelopersFacebook already provides a variety of data toapplications – the friends a user has, thecommunities a person is associated with, and theLikes its users share.Now, through the Places Read API, developers canaccess check-ins by users’ and their friends,offering further opportunities for data collection.Applications will be able to use public data from allcheck-ins or specific Places.Currently, only partners like Yelp, Gowalla, andFoursquare are able to connect their own check-inswith Facebook Places via the Write API. 2010 Tribal DDB Worldwide
  14. 14. More Customized RecommendationsUsing data available through Places, brands canalso make recommendations (or berecommended) based on user’s interests, previousPlaces, and friends. 2010 Tribal DDB Worldwide
  15. 15. Location-Based CommentsFans can now share their opinions on a physicallocation on a Facebook Place Page.Instead of commenting on or complaining aboutservice on the brand’s Facebook Page, forexample, they can post on the Page of a specificlocation.Brands now have the ability to address issues atthe store regional level, and can monitor clusters ofinformation to find relevant trends. 2010 Tribal DDB Worldwide
  16. 16. How Brands Can Use Places 2010 Tribal DDB Worldwide
  17. 17. As a Data Mine About Their CustomersPlaces offers rich data for brands to extract andmonitor, even if they don’t have a physicallocation. Information includes: • how often users are visiting locations • where they are going • what they are saying • who they are sharing their location withThis data can also be used to develop newapplications that are based on this information.In addition, brands can target users based onwhat Places they Like and make special offersbased on where they visit most frequently. 2010 Tribal DDB Worldwide
  18. 18. As a Partnership ExtensionBrands without a physical location can extend theirexisting partnerships or develop new ones basedaround strategic locations. Partnerships can offerthe brand deeper insights into its customers, newplaces for customers to interact with the brand, orfurther utility for customers.Examples include an athletic apparel companypartnering with a retail location, an alcohol brandpartnering with a bar, or a DIY television channelpartnering with a hardware store. 2010 Tribal DDB Worldwide
  19. 19. Setting Up a Places Page 2010 Tribal DDB Worldwide
  20. 20. Claiming a BusinessBrands need to prove that they are officialrepresentatives of the business and must providedocumentation, such as a local business license orBetter Business Bureau accreditation.Step-by-step instructions available here:ads.ak.facebook.com/ads/FacebookAds/Placesadvertisers.pdfFacebook has yet to develop a solution for nationalbrands to claim all their locations under one Page,but will address the issue in the future. 2010 Tribal DDB Worldwide
  21. 21. Establishing a Place PageFacebook automatically provides a business’information, but the accuracy is not guaranteed.Each Page should be checked for accuracy andcompleteness of data (description, profile picture,contact information, store hours).The Places Page can also be merged to be partof the brand’s Facebook Page (if applicable), andshould also link to the brand’s website or otherFacebook Pages. 2010 Tribal DDB Worldwide
  22. 22. Maintaining a Place PageThe Place Page should be monitored like astandard Fan Page for open questions andoffensive content.As with other social media, Places offers a way tohumanize a brand through personal contact.Accordingly, responding to comments (even with asimple “thank you”) can further a relationshipbetween the consumer and the brand.Similarly, deleting comments because they criticizea store or the experience can backfire, asconsumers are typically looking foracknowledgement from the brand. 2010 Tribal DDB Worldwide
  23. 23. Promoting a Place PageAs with other brand properties, businesses can useadvertising to drive traffic. Facebook has linkedtheir advertising capabilities to Places so thatbrands can advertise either their Page or theirPlace Page.To increase visibility, businesses can encouragetheir own employees to check in. 2010 Tribal DDB Worldwide
  24. 24. Brands & Apps Using Places 2010 Tribal DDB Worldwide
  25. 25. University of KentuckyThe University of Kentucky installed large statuesof the Places logo around campus to encouragestudents to check in. School officials reasoned thatif their students check in, university mentions willappear on the students’ friends’ walls, promptingawareness and consideration of the school amonghigh school prospects. 2010 Tribal DDB Worldwide
  26. 26. TopguestTopguest is an app that acts as an intermediarybetween location-based services and brands andrewards users for checking in.Topguest currently works with location-based appslike Places, Foursquare, Twitter, and Yelp, as wellas with brands like Viceroy Hotel Group,InterContinental Hotels Group, Andre Balazs’Standard Hotels, and the Soho & Tribeca Grand. 2010 Tribal DDB Worldwide
  27. 27. PlacePopThe PlacePop Facebook app allows users tomonitor activity from Places similar totouch.facebook.com or the iPhone Facebook app.It also allows users to view: • their check-in history • a history of friends’ • Places trending amongst their friends Places • graphs of check-ins at specific Places 2010 Tribal DDB Worldwide
  28. 28. SCVNGRSCVNGR is a game platform that combines gamingwith real-world locations. When a user checks in to alocation (which can be shared via Facebook), theyare given a challenge to complete in exchangefor points.SCVNGR has worked in the past with the BostonGlobe to create a city wide scavenger hunt, and withthe New England Patriots to get fans to “Find Vince.” 2010 Tribal DDB Worldwide
  29. 29. Appendix 2010 Tribal DDB Worldwide
  30. 30. Appendix 2010 Tribal DDB Worldwide
  31. 31. Appendix 2010 Tribal DDB Worldwide
  32. 32. Figures• There are currently 44 million active monthly users of the Facebook for iPhone app.• Only 4% of Americans have used location-based social networking, and only 1% of Americans use it weekly.• Despite this lack of popularity, Facebook would only need 1% of its user base to engage in Places to become the leader in the category.• Interestingly enough, Foursquare saw record daily growth after the announcement of Facebook Places, with upwards of 20,000 new users signing up in one day. Facebook Forrester Research Location-Based Social Networks: A Hint Of Mobile Engagement Emerges Dennis Crowley 2010 Tribal DDB Worldwide
  33. 33. Foursquare vs. PlacesFacebook Foursquarea platform for sharing information with friends a social game 2010 Tribal DDB Worldwide
  34. 34. Foursquare vs. PlacesFacebook Foursquarea platform for sharing information with friends a social game 2010 Tribal DDB Worldwide
  35. 35. Location-Based Social Network Cheat SheetView Larger:flickr.com/photos/fidelman/4906959650/ 2010 Tribal DDB Worldwide
  36. 36. Contacts Thank YouLarissa Haydenlarissa.hayden@ny.tribalddb.com212-515-8335 2010 Tribal DDB Worldwide