Prepared by students of Social Media Marketing course, PGPM 2013 batch of Great Lakes Institute of Management.

1. Group 22
Mayuri Gupta – www.mayurigupta.com
Sibi Ravichandran – FT13171
Himanshu Saini – www.himanshusaini.com
Reetika Sen – www.reetikasen.com
Anisha Jhawar – www.anishajhawar.info

2. Drivers & Dynamics behind
LBS
 People naturally go after a
recommended brand.
 The rising need to save time and
energy.
 The need to be in news and be visible.
 Progression Dynamic – Need to fill the
gap.
 Community Discovery Dynamic – E.g.
Groupon

3. Examples
 Foursquare
 Facebook
 Shopkick
 Loopt
 Yelp

4. The Facebook Mechanism
 Check-In to a Place Page
 Tag friends
 Discover others
 Possibility of place based advertising for multi-
location businesses.
The Foursquare Mechanism
 Check-In
 Earn badges, recognition and rewards
 Locations get repeat visitors
 Possibility of having branded microsites and custom
badges

5. Location-Based Social
Networks (LBSN)
 A LBSN does not only mean adding a
location to an existing social network - Not
just sharing of location
 The physical location consists of the instant
location of an individual at a given
timestamp and the location history that an
individual has accumulated in a certain
period
 The interdependency includes not only that
two persons co-occur in the same physical
location or share similar location histories
but also the knowledge, e.g., common
interests, behavior, and activities, inferred
from an individual’s location (history) and
location-tagged data

6. Two Major Tasks and Objects in
LBSN
Location and Social networks
 Location is not only a dimension but also an important object in LBSN
 Location and social networks (users) have a mutual reinforcement
relationship
Sharing and Understanding
 A good sharing experience attracting more user-generated data for
understanding.
 A deep understanding of LBSNs provide a better sharing experience in
turn.

7. What’s in for brands?
 Acquire customers through local retailers
via friends
 Can build their LBS. E.g. EpicMix ski app allows you
to track your vertical feet, connect with friends, and share
photos from your ski vacation!
 Drive Brand Awareness
 Reach customer near the point of sale. Radio
for this reason can be a great channel
 Get Valuable data for targeted advertising
and context-aware advertising.

8. 5 Ways to Market Brand With
LBSN
 Push Notification Integration
With alteration reduces burden.
 Loyalty Programs
special reserved and discounts on purchases. Ideas like these drive competition and
increase use of marketing on these networks.
 Geo fencing
Expanding to more location-based networks. Includes sending messages to users
who’ve opted in to a particular service.
Starbucks is an example. If a person crosses a Starbucks
geo-fence, they will receive a message from their location-
based app highlighting an offer, coupon, or just a reminder to
stop by

9. 5 Ways to Market Brand With
LBSN
 Mixed Media
Apps like GetGlue and Foursquare both give the ability to check in
and incorporate other media. For instance, GetGlue allows a user
to check in and share a favorite book, song or TV show. It helps to
Optimize the content and forge partnerships with companies like
GetGlue as a way to extend the reach among users that are more
likely to view the content if recommended by friends.
 Better Content
allows a user to discover food, nightlife, shops, and more based on
broad categories. It aggregates suggestions based on our checking
history as well as information available on the network about a
location. It is increasingly reducing the use of recommendation
websites like zomato.com

10. Recommendations
 Alignment with your brand’s strategies
and goals.
 Find a targeted network or best
available location based network as per
your social marketing monitoring tools.
 Owned Media: Maintain consistency of
brand voice and offers as available at
other places like your official and
partnered websites.

11. Recommendations
 Paid Media: Partner with places for push
notifications. E.g. a city, store etc.
 Continuously measure, analyse and
improve your geo-targeted ads and LBS
offerings.

12. Thank you guys!

13. Sources
 http://www.social4retail.com/5-ways-to-market-
your-brand-with-location-based-networks.html
 http://research.microsoft.com/en-
us/projects/lbsn/default.aspx