The document outlines the significance and workings of location-based services (LBS) in digital marketing and social media, highlighting their growing importance and user demographics. It discusses various LBS platforms, including Facebook Places, Foursquare, and Gowalla, detailing features and user engagement strategies. Additionally, it emphasizes the need for businesses to adapt to these services for customer loyalty and feedback management.

1. BlueZooCreative.com
Twitter.com/ccondray
5/25/2011

2. Collin Condray
 16 years experience in web
development and
programming
 Retail data analysis for multi-
billion dollar companies (3M
and Tyson)
 Social media marketing
 Agency experience with
Collective Bias and Saatchi X
 Local speaker at University of
Arkansas, JBU, & Webster
University
 Currently Director of
Technology at Blue Zoo
Websites

3. Introductions
 Who do you work for?
 What do you do?
 What is your experience
with social media or
location based services?
 What do you hope to get
out of today’s session?
3

4. Please Ask Questions!
4

5. Would you like to…
 Get more word of mouth
about your organization?
 Reward your best customers
and secure their loyalty?
 Let your strongest fans
become public
ambassadors?
5

6. Would you like to…
 Have someone handing out
flyers on every corner 1000 ft
around your location?
 Get more traffic from search
engines?
 Have another way to
generate content on social
networks?
6

7. Location Based Services (LBS)
7

8. How do LBS work for visitors?
 Users “check in” to a location,
primarily using their smartphone’s
GPS.
 Customized messages about what
they’re doing can be sent to people
who check in.
8

9. How do LBS work for visitors?
 Location
 Items/Rewards
 User generated content
 Reviews
 Pictures
9

10. How do LBS work for visitors?
 Check in notifies all the
friends on the service
 Most connect to Twitter and
Facebook automatically
 Average Facebook user has 140
friends; they can be notified
for every check in.
10

11. How do LBS work for owners?
 Locations claim their
location and manage
specials
 Manage local activity
through the LBS site
 Make sure you claim your
own organization to
prevent squatting
11

12. How do LBS work for owners?
 Most LBS have widgets for
your website to allow cross
promotion
12

13. Why are LBS important?
Users in billions
4.6
1.6
1.4
1.2
Landline Television PCs Cell phones
Telephones
13

14. Why are LBS important?
 Number of those using
LBS tripled between 2009
and 2010.
Source: eMarketer 14

15. Why are LBS important?
 Number of mobile social
network users is expected
to increase 27% this year.
 iPhone moving to
Verizon, growth of the
Android OS, and new
tablets will create more
demand.
Source: eMarketer 15

16. Why are LBS important?
 Make choices of where to go
based on other people’s
feedback.
16

17. Who’s using LBS
 7% of adults who go online
with their mobile phone use
LBS
 8% of online adults ages 18-
29 use location-based
services
 10% of online Hispanics use
these services – significantly
more than online whites (3%)
or online blacks (5%).
 6% of online men use a LBS
vs. 3% of online women.
Source: Pew Internet Research Center 17

18. Who’s using LBS
 Among online adults,
62% use a social
networking site such as
Facebook. 6% of these
users use LBS.
 24% of online adults
make updates using
Twitter or another
service. Ten percent of
these status update site
users use a location-
based service, over twice
the rate of the general
online population.
Source: Pew Internet Research Center 18

19. Mobile phone users say they’d use
LBS
 Only 13% would not find
LBS useful in some
capacity.
Source: eMarketer 19

20. What the experts are saying
 “Go back three years ago.
Twitter was being used by the
same crowd that is playing
with Foursquare today…. But
I think this lame little
location game is going to be
bigger than Twitter.”
 Robert Scoble, @Scobleizer,
January, 2009
20

21. LBS Concerns
 Privacy
 Which people can see
updates: everyone or just
friends?
 Same rules as status
updates
21

22. LBS Concerns
 Anyone can leave a
message without your
permission. Need to be
aware of what your
customers are saying.
22

23. LBS Concerns
 Lack of business adoption
23

24. 24

25. 25

26. Facebook Places
 One of the newer services
 Large user base (500 million)
 Already built into the existing
Facebook app so visitors are
more likely to have it
26

27. How are they social?
 Posted to your wall for
friends to see
 One of the few that is
not GPS based
 Friends can check you in
(even if you’re not there)
27

28. Check In
 Click the Places option
28

29. Friend activity
 Note nearby friends and
when they checked in
 Not required to actually
be there
29

30. Check In
 Find local places
30

31. Check In
 You can check in your
friends, and they can
check you in as well.
 Option to leave a
message or photo for your
wall to let other people
know what you’re doing
31

32. Why should you use Facebook
Places?
 Multiple ways to offer deals
 Deals and charity are
offered by individual
businesses.
 Friend deals require tagging
a number of friends to share
savings.
 Loyalty deals require
multiple check-ins, similar
to a traditional punch card.
32

33. 33

34. Foursquare
 One of the original LBS so it
is well recognized
 Many more places mapped
out
 Second biggest user base (8
million) after Facebook
34

35. Check In
 Shows what your friends are
doing
 Option to join them
35

36. Check In
 Find your location.
 See if there are nearby
specials
 Not necessarily real names.
“Chez Smith” might be
someone’s house.
36

37. Check In
 Tap through to nearby
specials
 Current mayor
 Tips about local places
37

38. Check In
 View the special
 May require something
special to unlock
38

39. Check In
 Leave your own message or
photo
 Share with friends within
Foursquare and on other
social media networks like
Facebook and Twitter
39

40. Check In
 Encourages multiple logins
with social gaming
 Mayor, first stop bonuses
40

41. Earn Badges
 Based on volume of use at
certain locations
41

42. Leaderboard Competition
 See how your friends are doing
 Competition encourages more
check ins
42

43. Why you should use Foursquare
 Size of user base
 Get a window cling or a
QR bar code to remind
users to check in
 Free to register your
location and offer deals
43

44. Location Resources
 Mayor specials
 Frequency based specials after a certain number of
check ins
 Check-In offers
 Wildcard specials are always unlocked, but there is
some condition that an employee has to verify.
44

45. Location Resources
 Provides analytics with
traffic, frequency, time of
day, and comments
 Start tracking user
activity immediately
45

46. Case Study
 Foursquare is helping
promote tourism in Chicago.
 Unique badges
 Encourages new people to
visit certain places
46

47. 47

48. Gowalla
 Newest of the original
services
 Smaller user base (1
million users)
48

49. How are they social?
 Has gifting built into it.
Virtual souvenirs or icons
that can be traded with
friends or hidden for the
next visitor
 Encourage users to follow
Trips to visit multiple
places and stamp their
Gowalla Passport.
49

50. Check In to “Spots”
 Shows what your friends are
doing at a “Spot”
 Option to join them
50

51. Check In to “Spots”
 Display nearby locations
 Locations are categorized as
restaurant (e.g. family,
American, Asian), bar,
convenience store, etc.
51

52. Passports
 Check into places related
to the brand or topic
52

53. Stamps
 Rewards for checking
into “Spots”
53

54. Trips
 Multiple location check ins
with a theme
54

55. Pins
 Challenges
 Visit 10 pubs to earn the “Pub
Crawler” pin
 Trips
 “Thrill Seekers Unite Trip” after
visiting all of the most thrilling
rides at Disneyland
55

56. Virtual Items
 Good for people with
items but no location
 For specific items and
locations
 Example: Tazo Tea and
Whole Foods
56

57. Check In
 Location statistics
57

58. Check In
 Leave your own message
 Share with friends within
Gowalla and on other social
media networks like
Facebook and Twitter
58

59. Why should you use this service?
 Gowalla now supports
checking in on both
Facebook Places and
Foursquare in addition to
sharing with both Twitter
and Tumblr.
 Multiple location feature.
Good if you have more
than one physical
location or partners.
59

60. Case Study
60

61. 61

62. SCVNGR
 Newer service
 Game based
 About 1 million users
62

63. SCVNGR
 Select your locatoin
63

64. SCVNGR
 Go places
 Do challenges or treks
 Earn points
64

65. SCVNGR
 Perform quick fun
challenges for points
 Actions can be created at
that point by other
people who’ve checked in
65

66. SCVNGR
 Take a picture
 Do an action
66

67. SCVNGR
 See the history of people
at a location
67

68. SCVNGR
 Get rewards by
earning points
68

69. SCVNGR
 Challenges make it social
 User generated
recommendations
69

70. SCVNGR
 Rewards are social
as well
70

71. SCVNGR
 Collect reward
71

72. SCVNGR
 For business owners
 Profile
 Analytics
 Facebook widget
 Stickers, training cards,
posters, stands
 Challenges
 Treks
72

73. 73

74. Whrrl
 Closed in April
74

75. Location Based Deals
 Lets shoppers “gang up”
on a deal.
 Retailers get guaranteed
customers.
 Speculated that
Groupon will use
Whrrl’s check in
technology to facilitate
location based deals.
75

76. Location Based Deals
 Facebook adding a Deals
feature
 Brand sponsored
checking
 Location specific
Facebook ads
76

77. Other Services
 Yelp – local search and user
reviews
 Twitter
 Google Latitude
 Urbanspoon
77

78. Meta-Services
 Footfeed
 Foursquare
 Gowalla
 Facebook Places
 Google Latitude
 Gowalla
 Checks you into
Foursquare
78

79. Next Generation Services
 Droplat
 Tasker
 Broadcastr
79

80. 80

81. Listen
 What are your customers
saying about you on
location based services?
 Check into your own
location.
 Is there anyone already
passionate about you?
81

82. Engage
 POST
 People
 Objectives
 Strategy
 Technology
82

83. People
 What are you customers
ready for? Do the
demographics match?
 Do you see a lot of people
at your location with
smartphones?
 How open to sharing are
they?
83

84. Objectives
 What are your goals?
 Listening
 Get insights
 Talking/broadcasting
 Amplify existing
marketing initiative
 Supporting
 Embracing – integrate
your customers
84

85. Strategy
 What change do you
want your customers to
make?
 Carry messages to
others
 Engage more with your
organization
85

86. Incentives
 What would your users
consider a “wow” they must
share with their friends?
86

87. Employee training
 Make sure employees:
 Remind visitors to check in.
 Understand how to redeem
special offers.
87

88. Technology
 What LBS should you
use?
 Reach
 Storytelling
 Incentives
88

89. Measure
 Number of check ins
 Key influencers, who’s
talking about you
89

90. Measure
 What are they saying?
(wordcloud)
 Good vs. bad comments?
Are the number of good
comments going up?
90

91. What can you do with the
measurements?
 Customer service
 “Geez, one bad employee can
really ruin your day!”
 Correct misinformation
 What is it that the community
has an interest in that is not
currently being discussed
online?
91

92. Reacting to Measurements
• Generate awareness among
customers and other
community members about
your organization
• Increase employee awareness
92

93. Reacting to Measurements
• Keep
content/interactions
helpful, fun, and
inspiring
• Increase impressions
from multiple sources on
a variety of platforms
93

95. BlueZooCreative.com
Twitter.com/ccondray
5/25/2011