Case Study: Getting Started in Location Based Marketing Presented by: Rick Wion, Head of Social Media, McDonald's Awareness and coupons and games and loyalty and apps and video..oh my! The mobile social communications circus is such a wide open area of opportunity, how does a brand determine where to begin? Rick will share strategies and experiences for getting started in the mobile social age including determining what programs are best for your organization and how to test your strategies and tactics for success. www.bdionline.com

1. Getting Started in Location-
Based Marketing

2. A Universe of
Possibilities

3. Setting a Strategy

4. An App is Not a
Strategy

5. Neither is
“Engagement”

6. Strategies vs.
• Create tactically-led
pilot programs
Tactics
• Build in post-mortems
and stringent
evaluation criteria
• Make learning
inherent

7. McDonald’s First
• Partnered with
Foursquare Day
Pilot
organizers
• Offered up 100 gift-cards
to folks who checked-in
on 4/16
• Leveraged our Twitter
and Facebook followers

8. The Results
• 50+ blog posts and articles
• Reach of 600,000 fans/followers
• 99% positive feedback
• 33% increase in check-ins

9. Customer Love

10. What We Learned…

11. Consider All
• Mobile wallet technologies Possibilities
• Bolstering live events
• Customer Service augmentation
• Consumer generated media
• Driving leads/sales
• Loyalty programs
• Buzz building

12. Pilot and Pilot
Again

13. • Speed and quality is key Be Quick
to our brand
• Customers demand it, we
have to deliver

14. • The bigger the budget, Be Cheap
the harder to scale

15. • Resist the temptation to Be Simple
cram everything in
• Carefully consider phases

16. • Sometimes you have to fly Be Stealth
under the radar within your
organization

17. • Don’t rest on “old” metrics Measure
• Be appropriate to the program
• Tie metrics back to strategies
• Look beyond eyeballs

18. Showcase Your
Success

19. • 33% increase in foot Find Your Hook
traffic in one day