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Location-Based Services&Social Media
Brian GrothDirector of Global Sales ProgramsMicrosoft
Brian.Groth@microsoft.comhttp://www.BrianGroth.com
Disclaimer: This presentation contains my opinions regarding the location-based services industry and does not reflect those of my employer, Microsoft.
http://www.flickr.com/photos/brianwilkins/4734788670/
INTRODUCTION
PART OF THE MIX OF SOCIAL MEDIA
CONVERGING TECHNOLOGIES & TRENDS
SMSGPS
SocialMedia
SocialGames
Mobile Ads
2D Barcodes
& Readers Mobile
ShoppingMobile
Payment
Always-on Media
Real-Time User
Ratings
Mobile Coupons
Geo-Targeted
Ads
Location-Based
Services
Mobile Consumer
STILL A NICHE OF MOBILE
THE BIGGER PICTURE FOR AN ADVERTISER
25M People On Xbox Live!500M Active Windows Live IDs!
369M People Using Hotmail!
Over 3B WW Queries Each Month!
Over 6M Songs In The Catalog
Over 600M Unique Users
CLOUD SERVICES
1. Check-In
http://www.flickr.com/photos/buhsnarf/511483451
THE CONSUMER EXPERIENCE
Why?• Game Dynamics• Personal Diary• Affinity
2. Share
http://www.flickr.com/photos/hcplebranch/4911611848/
THE CONSUMER EXPERIENCE
Why?• Friends• Local Expert
3. Discover
http://www.flickr.com/photos/wonder_j/442643366/
THE CONSUMER EXPERIENCE
Why?• Friends• Deals• Serendipitous
1. Awareness
http://www.flickr.com/photos/buhsnarf/511483451
THE ADVERTISER EXPERIENCE
Deliver a compelling offer when consumers are near the point of decision
Get tips at various locations in Seattle, San Francisco and New York City
Tips suggest locations for taking photos
The branded Foursquare site suggests to download Windows Live Photo Gallery to touch-up and share your photos
WINDOWS LIVE GALLERY ON FOURSQUARE
2. Direct Sales
http://www.flickr.com/photos/wonder_j/442643366/
THE ADVERTISER EXPERIENCE
Getting a deal is the number 1 reason people check-in (JiWire, Nov 2010)
Check-in and get a free pair of jeans
10,000 pairs of jeans were given away in the US, with each store allocated a certain number to give away
Most consumers were confused as to how to get the free pair
GAP AND FACEBOOK PLACES
AT&T offered rewards for specific behaviors.
Behaviors that earned points included:
1. Checking in
2. Sharing a photo of a place
3. Writing a review
4. “Bump” phones with a friend at the location
Rewards included:
5. Free ringtone gift card for 2 points
6. 20% discount off accessories for 5 points
7. $50 off a Samsung phone for earning 15 points
AT&T ON SCVNGR
Partnering with 10 shopping malls (Simon Malls) across the US to earn Coke rewards good for American Express gift cards and Coke-branded merchandise. In total, $100,000 will be given away.
Challenges include check-ins and photos of hidden shopping experiences.
COCA-COLA ON SCVNGR
3. Loyalty
http://www.flickr.com/photos/wonder_j/442643366/
THE ADVERTISER EXPERIENCE
Game mechanics encourage the brand loyalty
A Safeway customer can associate their loyalty card to their Foursquare account.
The rewards are associated to user behavior, irrespective of in-store check-ins.
Therefore, checking in on Foursquare anywhere and earning certain badges can now earn a Pepsi product, redeemable at a Safeway store.
PEPSI AND FOURSQUARE
The Coke Machine Fairy leaves one winning bottle in a Coke machine each day (in Sydney in September 2010)
Friend The Coke Machine Fairy on Foursquare then be the first to check-in at a special Coke machine (changes daily) to win a prize.
Coca-Cola employee arrives in person to give out the prize.
COCA-COLA ON FOURSQUARE
200+ million are on mobile devices (2x as active)
77% are outside the US
Foursquare has 10+ million users worldwide adding
20,000 per day
Facebook has 750+ million users worldwide
All are on mobile devices
67% are outside the US
http://www.flickr.com/photos/laughingsquid/5018800588/
WHERE’S THIS GOING?
• Mobile Social: More than 50% of US cell-phones will be smartphones by end of 2011. Mobile social network users will more than double by 2015, and adoption of location-based services will rise with it.
• Non Check-in Models: Groupon & local coupons, Brightkite & geofencing, deals exposed via local search
• Recommendations & Notifications: Automatic and customized based on settings, history, profile and social graph, including brand discovery
ABI Research estimates that location-based
marketing will be a $1.8 billion business
worldwide by 2015
http://www.flickr.com/photos/laughingsquid/5018800588/
WHERE’S THIS GOING?
Branded Facebook Apps
WHERE’S THIS GOING?
Geo-Targeted Ads and Mobile Advertising
Branded Mobile Apps
1.How does your marketing strategy include mobile?
2.How do you reach a local audience?
3.Are you offering deals/discounts?
SOCIAL, APPS, ADS, SEO, …
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