The document summarizes location-based services like Foursquare, Gowalla, Facebook Places, and check-in apps. It discusses key demographics of users, how consumers interact and share check-ins, and examples of businesses using the services for marketing campaigns. The future of location-based services is discussed, including deeper integration with loyalty programs, automatic check-ins, and second screen experiences related to TV viewing.

1. Location Based Marketing:
You’re Where & Why the Heck Do I Care?
June 16, 2011
Engauge Lunch & Learn

2. Lunch & Learn Contest for an Apple TV
Check in the Foursquare and/or Gowalla
“Engauge LBS Lunch & Learn” venue(s)
and share your check-in to Twitter during
the presentation to be entered to win.
Winner will be drawn at random and will win
a new Apple TV. We will announce the
winner at the end of the presentation.

3. What is a “check-in”?
It is a function that facilitates the sharing of an activity. The important aspect
of checking in is not that one is doing the activity itself, but the fact that the
person chose to share they were doing that activity.

4. Key LBS Demographics
• 18-34 year olds count for 60% of the users
• Users are split by genders, but males share more
• 1 in 5 smartphone owners use check-in services
• Over 50% are motivated to use the service for discounts
• Approximately half of non-users site privacy as their biggest concern
Source:
comScore
May
2011
&
Beyond
2011

5. Foursquare
Users: Approximately 10 million worldwide. 40% are international.
Pioneer in defining the “check-in” for the masses

6. Foursquare User Experience
image source: TechCrunch image source: CNET image source: Business Insider

7. Foursquare Business Experience

8. Foursquare Business Experience
image source: PlacePunch

9. Foursquare Use Cases & Innovation
Radio Shack - Launched nationwide special during
the holidays. Found that Foursquare users spent on
average 3.5 times more than non-users.
McDonald’s - Offered 100 gift cards on Foursquare
Day in 2010 to random users who checked in on April
16th. Stores say a 33% increase in check-ins from
the day before and a 40% lift for the week.
Granata Pet Food - Introduced an innovative way to
incorporate the Foursquare API and a billboard. Users image source: neworld.com
who checked in at their outdoor ad were dispensed a
image source:
4sqday.com
trial sample of dog food.
Stats source: Mashable

10. Gowalla
Users: Approximately 1.1 million
Wants to help you “craft the narrative of your life” - CEO Josh Williams
source: Mashable

11. Gowalla User Experience
image source: Mobile Marketing Watch

12. Gowalla Business Experience
• Our agency helped IHG become the first large hotel chain to launch a full campaign incorporating
Gowalla’s service across all of its eight brands.
• Had 1,000 of IHG’s 4,400 properties listed in its database of more than 1 million “spots” (or locations)
• 16% conversion rate for people who checked into the property and then requested more info.
• Of those people, 23% of people who received emails registered for the program.

13. Gowalla Disney Use Case

14. Facebook Places
Users: Approximately 30 million*
Foursquare “Light”
*Source: SF Chronicle sites unnamed inside source. Reasonable considering the mobile FB reach is about 5 times that.

15. Facebook Places User Experience
Facebook Places Businesses Experience
image source:
TNooz.com
image source: Mashable

16. Gap Use Case on Facebook Places
Source: ScoutLabs, 10/23/10 – 11/23/10, Query: Gap AND Facebook Places
image source: thekrazycouponlady.com
image source: cyberpopblog.com
image source: seocollege.org

17. Points and Gaming Based LBS
• Shopkick
• WeReward
• SCVNGR
• My Town

18. Shopkick - Encourages Store Exploration WeReward - Rewards Visits With Cash
image source: iappsin.com
image source: scrapsofmygeeklife.com

19. SCVNGR - Challenge Based Activities at Locations My Town - Real World Monopoly
image
source:
uptake.com
image source:
stunmedia.com
image source: bio.org image source: techcrunch

20. My Town - ZonePerfect Campaign at SXSW by Engauge
- Dropped 5 bars in game. 20% chance of earning a
bar during a ZonePerfect lounge check-in.
- 2 bars redeemed for $15 iTunes gift card
- 3 bars & scratch of game earned in game rewards
- iPad giveaway to random top 10 point earner

21. Future of LBS
• Local loyalty through unique concepts
• Instant/Automatic check-ins
• Sentiment Analysis to Recommendation Engines
• Better Ways to Meet New People
• Deeper Integration Within Business Loyalty Programs & Recommendations
• Continued Migration to add more “Now What” to the “Where”
• Location based services expected to bring in $10 billion in revenue by 2016
*source: gigaom.com

22. Consumption Based Check-ins
Entertainment - GetGlue, Miso, & Philo
Beverages - Untappd

23. Future of TV Consumption - Rise of the Second Screen
• 94% of TV Watchers Were Distracted When Ads Were Displayed
• 60% of Those Distractions Were From a Smartphone
• 70% of Tablet Owners Used Their Device While Watching TV
• 86% of Mobile Users Access the Internet on Their Device During Shows
Source:
AdAge
May
2011
&
Nextekis
May
2011

24. GetGlue User Experience
source for images: getglue.com

25. Miso User Experience Philo User Experience Miso
image sources: philo & itunes
images source: miso

26. Untappd User Experience
image source: oaggle.com
image source: blogaboutbeer.com

27. Presentation by Chad Elkins - Digital Innovation Strategist
Connect with Chad on these apps mentioned in the presentation:
• Twitter - http://twitter.com/ratpack
• Foursquare - https://foursquare.com/ratpack
• Gowalla - http://gowalla.com/users/ratpack
• SCVNGR - http://scvngr.com/ratpack
• GetGlue - http://getglue.com/ratpack
• Miso - http://gomiso.com/u/ratpack
• Philo - http://www.playphilo.com/profile/2108333
• Untappd - http://untappd.com/user/ratpack