location based social media

Location Based Social Media for Businesses

Checking-inOn What It’s All About

By Maggie HydeFlying Bridge Technologies

LBS for Businesses

• Introductions• What is social media• What is LBS• How to utilize LBS as a business tool10 min Break• Mainstream platforms and Case Studies• Social Media Best Practices• Questions• Feedback

Social Media:

“Social media is a tool, it's not a religion - there€ are no real rules and everyone is learning on the job.”

@ducttape

@GapingVoid

Collaborative Filtering

Recommendations

Rating/Tagging

Photo Sharing

Content Publishing

Video Sharing

Content Dissemination

Social Media

Conversation

Sharing

Publishing

Participation

Relationship Building

Social Networking

Discussions

Micro-blogging

Entertainment

Social Gaming

Collaborative Worlds

MMO

About LBS

• “check in” • Utilize GPS technology to locate the users• Allow friends to know where others are/were• Users can leave location-based tips • Social competitions• Businesses can announce specials or

promotions through these apps

Using LBS for your business

1. Learn the platforms2. Determine your goals3. Establish your presence4. Customize5. Implement compelling promotions6. Engage with your customers7. Track everything8. Be prepared to adapt9. Follow best-practices of any SM marketer

Mashable.com

Twitter

“The best way to discover what’s new in your world”

Evolution of the platform:“What are you doing?” “What’s happening?”

• 140 characters• User accounts are signified with an @

– @MaggieHyde• Includes location updates through most LBS platforms and

the Twitter interface

Twitter Stats

– Twitter has over 105,779,710 registered users– There are over 300 new users a day– Twitter receives 180 million unique visitors a

month– 37% of users update their status through a mobile

phone– 55% female, 45% male (april 2010 - quantcast)– 50 million tweets a day (april 2010 - comscore)

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Facebook

“Facebook helps you connect & share with the people in your life.”

Features:• Photo sharing• Video sharing• Link sharing• News updates • Location updates – now Facebook Places!• Games• Event calendar

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Facebook Stats

– More than 400 million active users on Facebook– 50% of active users log on in any given day– The average user on Facebook has 130 friends– 500 billion minutes per month on Facebook– More than 100 million active users currently

accessing Facebook on mobile devices

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Yelp

“Yelp is the fun and easy way to find and talk about great

(and not so great) local businesses”

• Create a user profile• Write reviews and create listings for businesses

you’ve interacted with• Read and get reviews and recommendations from

other users• Now has mobile check-in app

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Yelp Stats

– 25 million daily unique visits in august 2009

– As of August 2010, more than 38 million people visited Yelp in the past 30 days

– Yelpers have written over 12 million local reviews• 83% of them rating a business

3 stars or higher

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Foursquare

“ Check in. Find your friends. Unlock your city”

• It’s a game• Use mobile platform to “check-in” to a venue or

location. • Earn badges & mayorships, get tips and

information, win rewards from businesses• Make new friend and connections as well as

locate old ones

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Foursquare: Stats

– 1 year old on March 2010• Foursquare has more than half a million

users• 1.4 million venues• 15.5 million checkins

– The site’s number-one referrer is Facebook accounting for 33% of upstream visits in a week.

Foursquare: Starbucks

Their Promotion: Starbucks extends local store mayor specials to

all it’s stores with a single $1 frappuchino coupon for any Starbucks mayor at any Starbucks.

Why It Is Unique: First national mayor special

Foursquare: Golden Coral

The promotion:- Foursquare mayor can eat free once per day.- Check-ins on other location services give you

chance to win an iPad

Why It Is Unique: Facebook support of effort, multiple platforms are available, larger contest and prize

Foursquare: AJ Bombers “Swarm”

The Promotion:Hosting a party for customers to earn the Swarm

Badge, which netted his

Why it is Unique:Utilized internet meme within the platform

instead of creating his own.110% increase in sales!

Foursquare: AJ Bombers “On a Boat”

The Promotion:Held and event to earn the “I’m on a boat”

badge and partnered with a local outdoor retailer to have boats at the restaurant.

Why it is Unique:Utilized internet meme that extended beyond

foursquare market and capitalized on joint marketing opportunity

Foursquare: BART

Their Promotion: - Created BART-themed badge that can be unlocked

by regular riders of BART- $25 promotional tickets each month for the next 3

months awarded to randomly selected users who checked-in at BART stations

Why It Is Unique: First transit agency to actively use Foursquare

Foursquare: Bravo

Their Promotion: Bravo offered Foursquare user “badges and

special prizes when viewers visit more than 500 Bravo locations.

Why It Is Unique: Extending the relationship with a TV show and

characters

Gowalla

“Keep up with your friends, share the places you go, and discover the

extraordinary in the world around you.”• 450,000 users (passport holders)• Add photos, connect with friends, leave info• Branded pins and items• Trips from brands and users

Gowalla: Airport Rides

The Promotion:Chevy and Gowalla partnered up at SXSW 2010

and gave users who checked upon arrival at the airport free Chevy car service downtown to their hotels.

Why It Is Unique: Created an immediate and surprise real world service opportunity

Gowalla: The Nets

The Promotion:New York Nets hid free pairs of virtual game

tickets throughout related check in

Why It Is Unique: Tie in with sporting event and sports related venue, also used the found items feature of Gowalla in a unique way

15% utilization

Gowalla: Kentucky Derby

The Promotion:Gowalla and the Courier Journal created a city

tour and city bar crawl in conjunction with the Kentucky Derby event.

Why It Is Unique: Using Gowalla trips in conjunction with larger

events to promote local businesses and engagement

Common Promotions

• Raffles • Specials for the user who checks in most often• First check in specials• Digital punch cards• Partnership check-in rewards

Social Media Best Practices

Be Interesting• Engage• Focus on the users• Share and share alikeBe honest• Bad reviews aren’t always bad• Nobody wants to feel like they’ve been soldKnow your audience• Tone and topics matterSolve Problems

Information Sources

• http://foursquare.com/business

• http://gowalla.com/business

• http://socialfresh.com/foursquare-case-studies/

• http://blog.hubspot.com/blog/tabid/6307/bid/5879/Res

taurant-Uses-Foursquare-and-a-Boat-to-Hit-Sales-Record.

aspx#ixzz1C4FkUmnX

• http://quantcast.com

• http://mashable.com/2010/03/15/location-based-marke

ting/

Connect with me!@MaggieHyde

http://linkedin.com/in/MaggieHyde

http://facebook.com/MaggieHyde

maggie@flyingbridge.net

FBTI.net (Flying Bridge Technologies)