The document discusses location-based services (LBS) and applications. It provides examples of popular location-based apps like Foursquare, Gowalla and SCVNGR. It then covers how these apps can be used for both personal and business purposes. Specific case studies are presented showing how businesses have partnered with apps like Foursquare and SCVNGR to increase customer engagement and sales.

1. The ABCs of LBS An Introduction to Location-based Applications @eric_andersen #TechDayCamp 22 October 2011

2. Who am I? @Eric_Andersen #TechDayCamp

3. Who am I? Source: If applicable, describe source origin @Eric_Andersen #TechDayCamp

4. Who am I? @Eric_Andersen #TechDayCamp

5. @Eric_Andersen #TechDayCamp

6. Authors on Twitter: @AaronStrout and @SchneiderMike @Eric_Andersen #TechDayCamp

7. @Eric_Andersen #TechDayCamp

8. @Eric_Andersen #TechDayCamp What is LBS, and What’s Driving It?

9. What is LBS? Location-based Service (LBS): An information or entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device Source: http://en.wikipedia.org/wiki/Location-based_service#LBS_applications @Eric_Andersen #TechDayCamp

10. What is LBS? Examples of Location-based Services: Requesting nearby businesses or services Turn-by-turn navigation Location-based advertising and geofencing Social networks to locate friends on a map Recommendations of nearby events Games in which your location is part of the game play Source: http://en.wikipedia.org/wiki/Location-based_service#LBS_applications @Eric_Andersen #TechDayCamp

11. Growth of smartphone usage @Eric_Andersen #TechDayCamp

12. Growth of smartphone usage @Eric_Andersen #TechDayCamp

13. @Eric_Andersen #TechDayCamp Location-based Applications And the Check-in

14. Location-based Applications and the Check-in @Eric_Andersen #TechDayCamp

15. Location-based Applications and the Check-in Location-based Applications: Mobile applications which leverage one or more types of location-based services, often incorporating a social graph (friends, family, etc) and forming a location-based social network. @Eric_Andersen #TechDayCamp

16. Location-based Applications and the Check-in Check-in: A check-in is a way to indicate your location at a particular place, and, if the check-in is public, share it with friends. In its simplest form, it’s a status update, indicating where someone is at a particular time. Nataly Kogan, Vice President, WHERE @Eric_Andersen #TechDayCamp Source: Location-Based Marketing for Dummies

17. Location-based Applications and the Check-in Two types of check-ins: Active – Users must consciously take an action to check-in, e.g. click a button Passive – The check-in is transparent to users, i.e. does not require them to do anything explicitly. This could be triggered by proximity to a location, or by some other action such as swiping a credit card. @Eric_Andersen #TechDayCamp

18. Location-based Applications and the Check-in But really, who’s doing this? @Eric_Andersen #TechDayCamp Source: http://pewinternet.org/~/media//Files/Reports/2011/PIP_Location-based-services.pdf

19. Location-based Applications and the Check-in @Eric_Andersen #TechDayCamp Source: http://pewinternet.org/~/media//Files/Reports/2011/PIP_Location-based-services.pdf

20. @Eric_Andersen #TechDayCamp Key Location-based Applications

21. Key Location-based Applications @Eric_Andersen #TechDayCamp

22. Key Location-based Applications Foursquare @Eric_Andersen #TechDayCamp Note: Most popular location-based application, recently hit 10 million users (June 2011) and 1 billion check-ins (September 2011)

23. Key Location-based Applications Gowalla @Eric_Andersen #TechDayCamp Note: Originally check-in focused, Gowalla recently changed strategy to focus more on travel guide and storytelling functionality

24. Key Location-based Applications SCVNGR @Eric_Andersen #TechDayCamp Note: While supporting check-ins, SCVNGR has additional “challenges” at each location, and also incorporates scavenger hunt-like capability. Some additional unique features such as “social check-in”

25. Key Location-based Applications Facebook Places @Eric_Andersen #TechDayCamp Note: Launched in August 2010, but revamped in August 2011 – the mobile-only Places feature was “phased out” and replaced with ability to add location to anything (status update, wall post, etc) Source: https:// blog.facebook.com/blog.php?post =10150251867797131

26. Key Location-based Applications Yelp @Eric_Andersen #TechDayCamp Note: Reviews are the core feature in Yelp. Check-ins were a later add-on.

27. Key Location-based Applications Some additional location-based applications: Photo-based Instagram Color Path Food/drink-based Foodspotting Untappd Deals Groupon (based on acquisition of LBS app Whrrl) Shopkick (passive check-in) Other Glympse Google Latitude Find My Friends (iPhone 4S) @Eric_Andersen #TechDayCamp

28. @Eric_Andersen #TechDayCamp Location-based Apps for Personal Use

29. Location-based Apps – Personal Use @Eric_Andersen #TechDayCamp

30. Location-based Apps – Personal Use It’s social! Find your friends, keep in touch with them, interact with them (photos, comments, etc), even meet new people It’s fun! Many location-based apps have a “game layer” component to them, including things like: Badges Points competition Venue “ownership” – which as it turns out is quite a powerful motivator It’s helpful! Some location-based apps provide reviews, tips, or even features to help guide you based on your location and/or your social graph Deals! Most location-based apps are offering their own deals, and some (e.g. Foursquare) are starting to incorporate external deals such as Groupon @Eric_Andersen #TechDayCamp Why do people do this?

31. Location-based Apps – Personal Use Oversharing Same reason that some people aren’t interested in Twitter Barrier is too high Difficulty finding the venue in the app Technical complexity Forgetting to check in Privacy “ Please rob me” syndrome – many misconceptions Don’t want to share where I am with/what I’m doing with the world Don’t want to share where I am/what I’m doing with my friends @Eric_Andersen #TechDayCamp Why don’t people do this?

32. Location-based Apps – Personal Use Foursquare Currently have ~15,800 check-ins Foursquare API apps Forecast Untappd Hashable Gatsby Sonar Localmind SCVNGR Also mobile payment/deals app LevelUp @Eric_Andersen #TechDayCamp So what apps do I use?

33. @Eric_Andersen #TechDayCamp Location-based Apps for Business Use

34. Location-based Apps – Business Use @Eric_Andersen #TechDayCamp

35. Location-based Apps – Business Use Customer service via engagement Enhance/encourage brand loyalty Marketing by promoting your business Discounts/deals for customers Data/analytics about your business @Eric_Andersen #TechDayCamp What are benefits for businesses? This is a huge topic, can’t cover it all here – I’ll instead tell a few stories

36. Location-based Apps – Business Use Burger joint in Milwaukee February 2010 – Hosted a “Swarm Party” – if > 50 people checked in, they would get Foursquare’s Swarm Badge @Eric_Andersen #TechDayCamp Case Study: AJ Bombers/Foursquare Source: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx Promoted primarily via Facebook and Twitter 161 people showed up! More than doubled Sunday sales – 110% increase for the day! Additional promotion via sharing on social media – Facebook, Twitter, blogs, YouTube, etc.

37. Location-based Apps – Business Use Chain with > 700 locations January-March 2011 – Customers completed challenges to win prizes such as free wings and Coke, plus a grand prize of trip to the NBA finals @Eric_Andersen #TechDayCamp Case Study: Buffalo Wild Wings/SCVNGR Source: http://blog.hubspot.com/blog/tabid/6307/bid/5879/Restaurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.aspx Strengthened the brand as a place to watch March Madness games – using a game! Leadership board featured the top players 184,000 people played over just 12 weeks! 100 million social impressions via Facebook and Twitter! 1 in 3 users played multiple times

38. Location-based Apps – Business Use Link credit card with Foursquare account Users check-in at the store and click “Load to Card” to get the deal First retailers: H&M, Sports Authority @Eric_Andersen #TechDayCamp Case Study: American Express/Foursquare Bypasses the problem of sales staff not knowing how to handle the special – no interaction needed at point of sale, just use the credit card “ We go to where our customers are and our customers are on places like foursquare.” -- Amex Chairman Edward Gilligan No info yet on success of campaign?

39. Location-based Apps – Business Use Boloco – Foursquare “Mayor Mondays”, LevelUp Radio Shack – “Users who unlock specials spend 350% more than the average customer” Tasti-D-lite – Foursquare via kiosk Dunkin Donuts – SCVNGR-based contest Princeton MarketFair parking space @Eric_Andersen #TechDayCamp Other ideas/unique case studies:

40. @Eric_Andersen #TechDayCamp Questions? Discussion topics?