Introductory Laeken University presentation on "location" and its opportunities for brands and marketeers.

1. L CATION
WHY YOU SHOULD Laeken University
CHECK OUT 12 August 2010
THE CHECK IN
i by Proximity BBDO Mayor @tijs

2. By wild1don on Flickr
FACEBOOK RUMORED TO ENTER
LOCATION (STILL)

3. LOCATION IS THE
NEXT NEW THING

4. THE QUERY
what i want

5. THE QUERY THE SOCIAL GRAPH
what i want who i am,
who i know

6. THE QUERY THE SOCIAL GRAPH THE STATUS UPDATE
what i want who i am, what i’m doing
who i know

7. THE QUERY THE SOCIAL GRAPH THE STATUS UPDATE THE CHECK-IN
what i want who i am, what i’m doing where i am
who i know
John Batelle in Wired

8. LOCATION
BASED
SERVICES

9. Services to tell
others about
where you are.
Automatically.

11. NOTHING NEW (!?)
People get used to social media and
online sharing.
GPS enabled smartphones.
3G data subscriptions.
New services (including game
mechanics).

14. 2 million users 340 000 users
5.6 Million venues 1.4 Million venues

15. “Foursquare and Gowalla, and Brightkite
and Loopt before them, and all the other
location-focused services out there right
now, are just the beginning. Check-ins
are useful and gaming elements are fun,
but both are features of location, not the
endgame that location will be.”

16. THE TYPICAL
USER

17. 80% male.
Close to 70% between the ages of 19 and 35.
70% have college degrees or higher.
Influential (38% more likely to say friends and family ask
their opinions before a purchase).
Especially receptive to mobile coupons and offers.
Up to 20% more likely to consult their phones before a
purchase.
Far more likely to research products and services and read
customer reviews.
Forrester

18. Only 4% of the adult, Internet-using
population has used any kind of location
based service, and just 1% of all adults
check into a location at least once a week.

19. By edventures on Flickr
YET EXPECTATIONS ARE HIGH
location for marketeers

21. Event and last-minute
campaigns for
• hotels
• restaurants
• theme parks
• ...

24. LO
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LOYALCATION
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BIL LOC M
MO AT
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25. www.foursquare.com
prox.to/foursquare
www.gowalla.com
prox.to/gowalla

26. L CATION
WHY YOU SHOULD Laeken University
CHECK OUT 12 August 2010
THE CHECK IN
i by Proximity BBDO Mayor @tijs