The document discusses the dynamics and mechanisms behind location-based social networks (LBSNs), emphasizing their role in brand marketing and consumer engagement. It outlines strategies for brands to leverage LBSNs for customer acquisition, brand awareness, and targeted advertising through tools like geo-fencing and loyalty programs. The importance of a mutual reinforcement relationship between location and social networks is highlighted as crucial for enhancing user experiences and driving data generation.

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