2. Who Am I?
A new trade association that thinks location-
first, and then seeks to determine the
marketing media mix necessary to reach the
consumer or customer
@asifrkhan
Kick-off
@thelbma
October
14th
3.
4. What Is LBS?
A location-based service (LBS) is an
information and 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
Wikipedia
5. My Definition
LBS bridges the gap between all forms of
marketing media. Inclusive of social
media, internet, and real life interaction
6. Local Search Matters
Local search IS the game changer for
businesses that want to market locally
7. The Numbers Support It
80% of searchers research online before
purchasing in a 10-20 mile radius
Almost every local search now includes
mapped results
8. The Numbers Support It
82% of local searches follow up off-line via
an in-store visit, phone call, or purchase.
74% of Internet users perform local
searches.
9. Local search volume
is growing exponentially
At 50% every year
1 billion local searches per month in 2009
1.5 billion local searches per month in 2010 (projected)
2.3 billion local searches 2011 (projected)
3.45 billion local searches 2012 (projected)
11. # 1 Access Method
The #1 access method for local information
is the mobile browser with 20.7 million
users per month.
50% of connections to the internet are from
mobile phones.
16. Google Places
It tells the search engines that they have
the most accurate and up-to-date
information about your business location.
It gives YOU, the business owner an
opportunity to out-rank competitors by
optimizing your business listing for
targeted keyword sets and geographic
areas.
17. Customer Awareness
Your customers are talking about you, but
are you listening?
18.
19. Over 38 million people visited Yelp in
August 2010 to make spending decisions.
• Communicate with your customers privately
or publicly.
• Track how many people view your biz page.
• Add photos, detailed biz description.
• Announce special offerings.
• Post up-to-date information and specialties.
22. Bills itself as 50% friend finder, 30% social
guide, 20% nightlife game.
• Check-in functionality
• Earn points
• Get badges
• Social City Guide
• Friend Finder
23. Top 3 Foursquare Categories
Tv Network or Tv Show
Newspaper, Magazine or News Website
City Guides - LOCAL BUSINESSES
24. Big brands are using it
Zagat - 62,573
Bravo 61,237
MTV - 58,494
The History Channel - 57,136
Bastard Jeans - 43,863
25. “The only really useful communications
tools are those that create better
relationships”
Joanne Jacobs
37. Bring your fans together (not just virtually)
The Swam badge is par=cularly difficult to get. You need to have 50 people checked in the at the same place. A.J. Bombers in Milwaukee hosted
an event to achieve just this, bringing together all of their fans in a celebra=on of joint achievement.
39. Reach people near point of sale
Knowing where people are means you know when they’re coming to your store. HM offer up to people virtual goods on My Town, giving them
more points in the game and an incen=ve to shop instore.
40. Establish yourself in new categories
Checking in that you were at a football game in South Africa, or were watching one with friends back home helped you towards unlocking CNN
themed badges. I’m preKy sure that’s why this girl from Paraguay always kept her mobile so close.
43. Key Take Aways
“People are the “media channels”…LBS
makes word of mouth marketing relevant”
“It’s not only about hyper-local, but really
about hyper-relevance”
“Content is king, but context is the advisor”
“We are only in the 1st inning of extra-
innings game in LBS.
