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Here is the presentation location based services that I gave on May 25, 2011 at the Arkansas Small Business Technology Development Center.
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BlueZooCreative.com
Twitter.com/ccondray
5/25/2011
Collin Condray 16 years experience in web
development and programming
Retail data analysis for multi-billion dollar companies (3M and Tyson)
Social media marketing Agency experience with
Collective Bias and Saatchi X Local speaker at University of
Arkansas, JBU, & Webster University
Currently Director of Technology at Blue Zoo Websites
Introductions
3
Who do you work for?
What do you do?
What is your experience with social media or location based services?
What do you hope to get out of today’s session?
Please Ask Questions!
4
Would you like to… Get more word of mouth
about your organization?
Reward your best customers and secure their loyalty?
Let your strongest fans become public ambassadors?
5
Would you like to… Have someone handing out
flyers on every corner 1000 ft around your location?
Get more traffic from search engines?
Have another way to generate content on social networks?
6
Location Based Services (LBS)
7
How do LBS work for visitors? Users “check in” to a location,
primarily using their smartphone’s GPS.
Customized messages about what they’re doing can be sent to people who check in.
8
How do LBS work for visitors? Location
Items/Rewards
User generated content
Reviews
Pictures
9
How do LBS work for visitors? Check in notifies all the
friends on the service
Most connect to Twitter and Facebook automatically
Average Facebook user has 140 friends; they can be notified for every check in.
10
How do LBS work for owners? Locations claim their
location and manage specials
Manage local activity through the LBS site
Make sure you claim your own organization to prevent squatting
11
How do LBS work for owners? Most LBS have widgets for
your website to allow cross promotion
12
Why are LBS important?
1.2 1.4
1.6
4.6
LandlineTelephones
Television PCs Cell phones
Users in billions
13
Why are LBS important? Number of those using
LBS tripled between 2009 and 2010.
14 Source: eMarketer
Why are LBS important? Number of mobile social
network users is expected to increase 27% this year.
iPhone moving to Verizon, growth of the Android OS, and new tablets will create more demand.
15 Source: eMarketer
Why are LBS important? Make choices of where to go
based on other people’s feedback.
16
Who’s using LBS 7% of adults who go online
with their mobile phone use LBS
8% of online adults ages 18-29 use location-based services
10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).
6% of online men use a LBS vs. 3% of online women.
17 Source: Pew Internet Research Center
Who’s using LBS Among online adults,
62% use a social networking site such as Facebook. 6% of these users use LBS.
24% of online adults make updates using Twitter or another service. Ten percent of these status update site users use a location-based service, over twice the rate of the general online population.
18 Source: Pew Internet Research Center
Mobile phone users say they’d use LBS
Only 13% would not find LBS useful in some capacity.
19 Source: eMarketer
What the experts are saying “Go back three years ago.
Twitter was being used by the same crowd that is playing with Foursquare today…. But I think this lame little location game is going to be bigger than Twitter.”
Robert Scoble, @Scobleizer, January, 2009
20
LBS Concerns Privacy
Which people can see updates: everyone or just friends?
Same rules as status updates
21
LBS Concerns Anyone can leave a
message without your permission. Need to be aware of what your customers are saying.
22
LBS Concerns
Lack of business adoption
23
24
25
Facebook Places One of the newer services
Large user base (500 million)
Already built into the existing Facebook app so visitors are more likely to have it
26
How are they social? Posted to your wall for
friends to see
One of the few that is not GPS based
Friends can check you in (even if you’re not there)
27
Check In Click the Places option
28
Friend activity Note nearby friends and
when they checked in
Not required to actually be there
29
Check In Find local places
30
Check In You can check in your
friends, and they can check you in as well.
Option to leave a message or photo for your wall to let other people know what you’re doing
31
Why should you use Facebook Places?
Multiple ways to offer deals
Deals and charity are offered by individual businesses.
Friend deals require tagging a number of friends to share savings.
Loyalty deals require multiple check-ins, similar to a traditional punch card.
32
33
Foursquare One of the original LBS so it
is well recognized
Many more places mapped out
Second biggest user base (8 million) after Facebook
34
Check In Shows what your friends are
doing
Option to join them
35
Check In Find your location.
See if there are nearby specials
Not necessarily real names. “Chez Smith” might be someone’s house.
36
Check In Tap through to nearby
specials
Current mayor
Tips about local places
37
Check In View the special
May require something special to unlock
38
Check In Leave your own message or
photo
Share with friends within Foursquare and on other social media networks like Facebook and Twitter
39
Check In Encourages multiple logins
with social gaming
Mayor, first stop bonuses
40
Earn Badges Based on volume of use at
certain locations
41
Leaderboard Competition See how your friends are doing
Competition encourages more check ins
42
Why you should use Foursquare Size of user base
Get a window cling or a QR bar code to remind users to check in
Free to register your location and offer deals
43
Location Resources Mayor specials
Frequency based specials after a certain number of check ins
Check-In offers
Wildcard specials are always unlocked, but there is some condition that an employee has to verify.
44
Location Resources Provides analytics with
traffic, frequency, time of day, and comments
Start tracking user activity immediately
45
Case Study Foursquare is helping
promote tourism in Chicago.
Unique badges
Encourages new people to visit certain places
46
47
Gowalla Newest of the original
services
Smaller user base (1 million users)
48
How are they social? Has gifting built into it.
Virtual souvenirs or icons that can be traded with friends or hidden for the next visitor
Encourage users to follow Trips to visit multiple places and stamp their Gowalla Passport.
49
Check In to “Spots” Shows what your friends are
doing at a “Spot”
Option to join them
50
Check In to “Spots” Display nearby locations
Locations are categorized as restaurant (e.g. family, American, Asian), bar, convenience store, etc.
51
Passports Check into places related
to the brand or topic
52
Stamps Rewards for checking
into “Spots”
53
Trips Multiple location check ins
with a theme
54
Pins Challenges
Visit 10 pubs to earn the “Pub Crawler” pin
Trips
“Thrill Seekers Unite Trip” after visiting all of the most thrilling rides at Disneyland
55
Virtual Items Good for people with
items but no location
For specific items and locations
Example: Tazo Tea and Whole Foods
56
Check In Location statistics
57
Check In Leave your own message
Share with friends within Gowalla and on other social media networks like Facebook and Twitter
58
Why should you use this service? Gowalla now supports
checking in on both Facebook Places and Foursquare in addition to sharing with both Twitter and Tumblr.
Multiple location feature. Good if you have more than one physical location or partners.
59
Case Study
60
61
SCVNGR Newer service
Game based
About 1 million users
62
SCVNGR Select your locatoin
63
SCVNGR Go places
Do challenges or treks
Earn points
64
SCVNGR Perform quick fun
challenges for points
Actions can be created at that point by other people who’ve checked in
65
SCVNGR Take a picture
Do an action
66
SCVNGR See the history of people
at a location
67
SCVNGR Get rewards by
earning points
68
SCVNGR Challenges make it social
User generated recommendations
69
SCVNGR Rewards are social
as well
70
SCVNGR Collect reward
71
SCVNGR For business owners
Profile
Analytics
Facebook widget
Stickers, training cards, posters, stands
Challenges
Treks
72
73
Whrrl Closed in April
74
Location Based Deals Lets shoppers “gang up”
on a deal.
Retailers get guaranteed customers.
Speculated that Groupon will use Whrrl’s check in technology to facilitate location based deals.
75
Location Based Deals Facebook adding a Deals
feature
Brand sponsored checking
Location specific Facebook ads
76
Other Services Yelp – local search and user
reviews
Google Latitude
Urbanspoon
77
Meta-Services Footfeed
Foursquare
Gowalla
Facebook Places
Google Latitude
Gowalla
Checks you into Foursquare
78
Next Generation Services Droplat
Tasker
Broadcastr
79
80
Listen
81
What are your customers saying about you on location based services?
Check into your own location.
Is there anyone already passionate about you?
Engage
82
POST
People
Objectives
Strategy
Technology
People
83
What are you customers ready for? Do the demographics match?
Do you see a lot of people at your location with smartphones?
How open to sharing are they?
Objectives
84
What are your goals?
Listening
Get insights
Talking/broadcasting
Amplify existing marketing initiative
Supporting
Embracing – integrate your customers
Strategy
85
What change do you want your customers to make?
Carry messages to others
Engage more with your organization
Incentives What would your users
consider a “wow” they must share with their friends?
86
Employee training Make sure employees:
Remind visitors to check in.
Understand how to redeem special offers.
87
Technology
88
What LBS should you use?
Reach
Storytelling
Incentives
Measure
89
Number of check ins
Key influencers, who’s talking about you
Measure
90
What are they saying? (wordcloud)
Good vs. bad comments? Are the number of good comments going up?
What can you do with the measurements?
91
Customer service
Correct misinformation
What is it that the community has an interest in that is not currently being discussed online?
“Geez, one bad employee can really ruin your day!”
Reacting to Measurements
92
• Generate awareness among customers and other community members about your organization
• Increase employee awareness
Reacting to Measurements
93
• Keep content/interactions helpful, fun, and inspiring
• Increase impressions from multiple sources on a variety of platforms
BlueZooCreative.com
Twitter.com/ccondray
5/25/2011
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