The document discusses best practices for utilizing social offers and check-ins in marketing strategies for businesses, highlighting their definitions, benefits, and key players in the market. It emphasizes the viral potential of these offerings, how businesses can maximize engagement, and includes strategies, tactics, and future trends to improve effectiveness. The importance of defining objectives, promoting offers, and fostering social engagement is also stressed for successful execution.

1. The Future of Search

2. Best Practice Check in’s &
Social Offers

3. NOT to be confused with
‘Best Practice Chickens’

4. Sorry.

5. Best Practice Check in’s & Offers
• Definition
• Benefits
• The Main Players
• The Market & Popularity
• Industry Tactics & verticals (who’s best placed to take advantage)
• Best Practice check in / offers strategies
• Advanced tactics/Case Study
• Future Trends
• Summary
• Question Time

6. Offers & Check in’s
Social Offers are win-win scenarios for consumers & your
business. They’re generally well planned – redemption in-store
& online. Sharing is key.
Check in’s are ‘location based’ actions people typically perform
on their smartphone. They can either have a reward associated
with the action or not. Generally more impulsive. Sharing is
just as important.

7. Offers & Check in’s - benefits
Consumer Benefits
Consumers get great deals as a reward for taking advantage of
your offer(s)/Check in.
Business Benefits?
Offers/Check in’s have the potential to go viral. If 100
Facebook fans share it with their 150+ or more friends that’s
15,000 or more people who could gain visibility to your offer.

8. Check in’s – The main Players
• Google+ Pages/Buzz/Latitude
• Foursquare
• Facebook
• Yelp

9. Check in’s – Google+ Latitude
Founded Feb 5th 2009
10 million users
Dead & dying…
Think ‘ghost town & tumble weeds...’
Google+ merged with Google Places late last year & has an
estimated 150 million active users but no Check in/offer facility
(yet).
Odd.

10. Check in’s – Foursquare
Founded March 2009
20 million users
2.5 Billion Check in’s to date
5 million Check in’s per day
Instagram uses Foursquare Check in technology (not sure for
how much longer).
Foursquare has released a new version of its app, which it
hopes to monetize through Foursquare ‘Promoted Updates’
for merchants.

11. Check in’s - Facebook
Founded: 2004
Users: 900 Mil
Mobile Users: 543 Mil
Check in estimates: N/A
Started Check in’s August 2010.
Now probably the main ‘check in’
player in Australia.

12. Check in’s - Yelp
Founded 2005
Recently joined forces with Apple
Growing - Keep an eye out… It has a
lot of offers

13. Check in’s - Popularity (Facebook)
London 14.4 Million Check in’s
Paris 11.9 Million
New York 10.9 Million
Rio de Janeiro 7.0 Million
Los Angeles 5.7 Million
Mumbai 4 Million
Sydney 3.5 Million
Cairo 2.6 Million
Melbourne 2.4 Million
Hobart 154k

14. Check in’s - The tactics
Facebook & Yelp use ‘WIIFM?’
They encourage check in’s using:
• Deals & Offers
Foursquare uses ‘Gamification’
They encourage check in’s using:
• Mayorships
• Status badges etc.

15. Check in’s – What verticals?
B2C (popular)
• Airports
• Stadiums
• Tourist Attractions
• Shopping Complex's
• Hotels
• Restaurants
B2B (Typically very unpopular)
• Facebook HQ: 238,428 Check in’s
• Apple HQ: 58,000 Check in’s

16. Best Practice Offers &
Check in’s

17. Define objectives
What do you actually want from the activity? More fans?
Online orders? Awareness? Growth of eDM list? In store
traffic?
Measure your social offers & check in activity against your
business goals.

18. Remind people
Put a poster in the window, reminders on your menu, ask
people! Do anything to get the ‘check in’ or claim your offer
(it’ll be shared with 130+ of their friends).

19. Clear Offer Description
Example titles:
•20% off any purchase over $10
•Buy one, get one free.
•Check in with 3 friends and get 30% off any entrée
Example claiming language:
•Present claimed deal to waiter
•Show your phone screen to the cashier

20. Reward Early Birds
If you own a bar/restaurant, try to get people in early with:
•1st drink free for first 20 people who check in/redeem
•Free soup between 6.00pm & 7.00pm
Nothing attracts a crowd like a crowd.

21. Ensure you can cope
Once you’ve created a check in offer or social offer:
•Tell your staff!
•Ensure you can meet demand
•Use time/product limits to ensure availability

22. Make it social
Encourage people to bring their friends.
•2 for 1 offers
•More friends = higher discount
•Check in with 3 friends and get 30% off any entrée

23. Likes/email
Check in’s & offer redemptions are the easy bit, but try getting
the ‘Like’ or an email address.
•‘Likes’ enable you to show new fans new offers more easily
•‘Likes’ are also shared on friends’ walls
•Email = CRM = More targeted messaging/ROI measurement.
•Try using member-only ‘exclusives’ or ‘loyalty rewards’ (etc)
to obtain ‘like’/email.

24. Promotion
Promote social offers using Facebook Sponsored Stories.
‘Sponsored Stories’ promotes your offer to the friends of
people who have already redeemed.

25. Events
Musicians/Festivals/Sports (etc) often create events on
Facebook.
People can now check in as ‘attendees’.
Reward them with a chance to win a free CD, merchandise etc.
This gets your event widely ‘shared’.

26. Advanced Tactics

27. Check in’s & FB Ads – Case Study

28. Check in’s & FB Ads – Case Study
• Tony Bianco are a National Women’s shoe retailer
• We were running Google AdWords with huge ROI.
• In 2010 we talked to them about Facebook Ads
• But before we leapt in, we came up with a Check in strategy to
support the Facebook Ads Campaign.

29. Check in’s & FB Ads – Case Study
• We claimed every single Tony Bianco Retail Place Page
(& renamed to ‘official’).

30. Check in’s & FB Ads – Case Study
• We claimed every single duplicate Tony Bianco Retail Place
Page & ‘un-published’.

31. Facebook Ads
• Posters were placed in
all stores:

32. Check in’s & FB Ads – Case Study
• The girls started to check in and really positive conversations
started around their brand between friends:
• “What are you buying?”
• “Pick me up a pair of heels while you’re there!”
• “I love Tony Bianco shoes!”

33. Check in’s & FB Ads – Case Study
• 1 month after the posters went up we advertised to the female
friends of the 180,000 Tony Bianco Fans
• By now, there had been over 10,000 Check in’s. If they didn’t
know before, their friends knew who Tony Bianco was by being
exposed to Check in’s on their wall.
• Word of mouth, friend’s endorsing = free brand exposure.

34. Check in’s & FB Ads – Case Study

35. Check in’s & FB Ads – Case Study

36. Future Trends
• Google+ Place Pages for Business has to be coming soon!
Surely?
• Facial recognition for Check ins: http://vimeo.com/47133014 –
creepy?
• NFC…

37. In Summary…
• Whether you’re a national bricks & mortar retail brand or a
small café, social offers and check in’s can help you grow your
business, for both online & offline channels.
• The Check in/social offers space is constantly evolving. It’s
seriously hard to keep up.
• Define your goals, measure against them.
• Experiment and learn, this technology is only a couple of years
old, no one has it down pat.

38. Questions?
To contact me (Chris Thomas) personally
• E: Christ@reseo.com
• P: 03 9415 2383
• M: 0414 986 957
• Reseo
• w: www.reseo.com
• T: @reseo
• B: www.reseo.com/blog