Location based marketing for B2B

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Guest lecture for Rotterdam Business School's MBA program on location based marketing. What is location based marketing and how can B2B companies use functionality like geotagging en 'check-ins' on social media like Instagram?

Social Media

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Location based marketing
(B2B)

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
•  Introduction
•  What is location based
marketing?
•  Location based marketing in
B2B
•  Next steps
Program

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Introduction

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
“Zet je zaak op de kaart”

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Why?

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Because…

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
What is location based
marketing?

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
that changes depending on where potential clients
are located
adapts to the particular social, cultural and
personal traits of customers
by making assumptions about their habits and
preferences based on their location at a
particular moment
technological advances have allowed companies to
know much more about their clients' locations so
they can target these clients individually.*
Location based marketing is a
marketing method
*h#p://smallbusiness.chron.com/loca4onbased-‐marke4ng-‐25650.html

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
ﬂickr:
dullhunk

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Local search

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Searches

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
20% of all Google searches have a
local component
(maybe
even
more!)

Flickr:
archangel
12

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
And 40% of mobile local searches is
local
Could
be
as
much
as
50%?
Flickr:
FaceMePls

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Half of local searches leads to a sale
30%
of
mobile
local
searches
concerns

restaurants

Flickr:
neilarmstrong2

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Facebook?
Twitter?
Instagram?
Foursquare?
Pinterest?
Other…?
Show of hands: does your phone
have an app for:

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Jan 2014: 1,4 mln Dutch accounts
536.000
daily
users

Geotagging on social media

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
I show other Instagrammers where I am
I post to Facebook and show my friends where I am
I show Instagram that the geodata of this place is correct
I may even create a new geolocation!
I show Instagram where I, user @eljakdaae, am now... In relation to
where I was before
I tell Instagram & the world what I like
I review this particular coffee place and help refine data
I show Instagram users and my friends that I like this coffee place –
they should go
I let Instagram use my data and sell it to others (+ Facebook)
What happens when I geotag my
coffee break?

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Geotagging on social media

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Flickr:
walkingsf

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Target audiences? Goals?

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Target audiences & goals
Improve online findability
Customer service
Engage local customers
Target audience info for optimization
Branding
Employees (current & future)
Relevance of location (city marketing, port?)

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
IBM

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
City marketing

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
@Rotterdam

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
@Philips

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Nasa @...

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Engagement: user generated
content (Insta)

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
@port of rotterdam (Fsq)

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Employees as ambassadors (Fsq)

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Engagement

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Next steps?

Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
www.eljadaae.nl www.frankwatching.com
@elja1op1 @frankwatching
1op1@eljadaae.nl
@eljakdaae @frankwatching
Facebook.com/marketingadvies of: /frankwatching
LinkedIn: Elja Daae
Google+: Elja Daae
Zet je zaak op de kaart in 60 minuten
Connect!

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Location based marketing for B2B

11. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl that changes depending on where potential clients are located adapts to the particular social, cultural and personal traits of customers by making assumptions about their habits and preferences based on their location at a particular moment technological advances have allowed companies to know much more about their clients' locations so they can target these clients individually.* Location based marketing is a marketing method *h#p://smallbusiness.chron.com/loca4onbased-‐marke4ng-‐25650.html

22. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl I show other Instagrammers where I am I post to Facebook and show my friends where I am I show Instagram that the geodata of this place is correct I may even create a new geolocation! I show Instagram where I, user @eljakdaae, am now... In relation to where I was before I tell Instagram & the world what I like I review this particular coffee place and help refine data I show Instagram users and my friends that I like this coffee place – they should go I let Instagram use my data and sell it to others (+ Facebook) What happens when I geotag my coffee break?

29. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing in B2B Users Branding Big data Local search Enrich databases Drive traﬃc Find stuﬀ! Find places! Find your way! Connect & be social Drive engagement Get info Op4mize service & campaigns Sell data

31. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Target audiences & goals Improve online findability Customer service Engage local customers Target audience info for optimization Branding Employees (current & future) Relevance of location (city marketing, port?)

44. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl www.eljadaae.nl www.frankwatching.com @elja1op1 @frankwatching 1op1@eljadaae.nl @eljakdaae @frankwatching Facebook.com/marketingadvies of: /frankwatching LinkedIn: Elja Daae Google+: Elja Daae Zet je zaak op de kaart in 60 minuten Connect!

Location based marketing for B2B

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