The document discusses location-based social media, highlighting its definition, the impact of mobile phone usage, and user demographics. It explains the benefits for businesses, including increased customer engagement through check-ins, reviews, and special promotions. Additionally, it emphasizes the importance of integrating location-based strategies into a broader marketing plan.

1. Location‐Based Social Media
What you need to know.
Jodi Jersett & Meagan Campbell

2. What will be discussed:
• Explain location‐based social media
• Present data about mobile phone usage
• Explain why people check‐in
• How this can benefit your business
• Explain in greater detail a few popular
location‐based social sites
• Summary

3. What is it?
• Websites and applications that use GPS and other
location methods to detect your current location
• User can then “check‐in” to various locations via
their mobile device
• Many services have a gaming component
• Not all require a check‐in
– “Geo‐fencing” lets retailers send text message
discounts or coupons to shoppers when they’re in the
proximity of a store

4. Mobile has hit the mainstream in the U.S.
75% of the 16.7 million total mobile
At the end of 2009, the number of mobile
users who check‐in, do so with a
subscribers had grown to 280 million,
smartphone.
reaching 87% of U.S. households.
7.1% of the entire U.S. mobile phone
12.6 million smartphone owners used population uses check‐in services and
check‐in services like Foursquare, Gowalla, 17.6% of smartphone users checked in
or Facebook Places. during the month of March.
Check‐in users tend to be young with 18‐24 year olds (26%) and 25‐34 year olds
(32.5%) making up more than half of all users. They tend to be students (23.3%)
and have full‐time jobs (46.4%).
The New York Times, May 12, 2011
ComScore Says Check‐In Users are Young, Employed & Use Android

6. Why check‐in?
• Share what you are doing in real‐time
• Read reviews
• Rate service, leave suggestions
• View photos
• See who else is in the same location
• Receive special deals
• Explore new places around you

7. How can this benefit your business?
• “Free” word of mouth
• Reviews and ratings
– Positive and negative feedback will be posted
• Offer check‐in deals and specials
– Attract new customers
– Reward loyal, repeat customers
• Obtain some customer demographic
information

8. • Website launched: February 2004
• Users: More than 500 million
• Average user:
– has 130 friends
– is connected to 80 community pages, groups and events
– creates 90 pieces of content each month
• Mobile users: More than 250 million
– Twice as active on Facebook than non‐mobile user
• Facebook Places launched: August 2010
• Merge your Place and Business page
Data source: http://www.facebook.com/press/info.php?statistics

11. • Launched: March 2009
• Users: Over 8 million worldwide
– Adding 35,000 new users each day
• Check‐ins per day: Over 1.5 million
– Half a billion check‐ins in 2010
• Businesses: Over 250,000 using merchant
platform
Data source: https://foursquare.com/about

13. Specials to attract new customers.

15. Specials that encourage loyalty.

16. • Launched: July 2004
• Visitors: More than 50 million monthly
• Local reviews: More than 17 million
• Yelp mobile:
– 3.2 million unique visitors
– Over 1/3 of all searches come from
mobile
– Every other second a user generates
directions or calls a local business from
the Yelp app
Data source: http://www.yelp.com/faq#what_is_yelp

17. • Launched: Summer 2009
• Users: 1.4 million
• Retail partners:
– Target
– Best Buy
– Macy’s
– Crate & Barrel
• User check‐ins: Millions
– 5 million partner products have been scanned
• Presence in nearly 1,500 retail locations and 160 malls,
across 39 states
• Similar to Checkpoints app
Data source: http://www.adweek.com/news/technology/shopkick‐partners‐crate‐barrel‐131411

19. Business Strategy

Marketing Strategy

Creativity

Resources

20. Our recommendations:
• Have a social media plan
• Location‐based social media is one component
of you overall plan
– Must be a good fit
• Only do what you can manage
• Test out specials
• Do not forgo traditional advertising
– Develop a marketing strategy that incorporates a
variety of mediums

21. What you learned today:
• About location‐based social media
• Data about mobile phone usage
• Why people check‐in
• How location‐based social media can benefit
your business
• Specific location‐based apps
• Our recommendations