you're where & wh
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June 16, 2011Engauge Lunch & Learn
Location Based Marketing: You’re Where & Why the Heck Do I Care?
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.
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.
What is a “check-in”?
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
Foursquare
Users: Approximately 10 million worldwide. 40% are international.
Pioneer in defining the “check-in” for the masses
Foursquare User Experience
image source: CNET image source: Business Insiderimage source: TechCrunch
Foursquare Business Experience
Foursquare Business Experience
image source: PlacePunch
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 who checked in at their outdoor ad were dispensed a trial sample of dog food.
image source: neworld.com
image source: 4sqday.com
Stats source: Mashable
Gowalla
Users: Approximately 1.1 million
Wants to help you “craft the narrative of your life” - CEO Josh Williams
source: Mashable
Gowalla User Experience
image source: Mobile Marketing Watch
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.
Gowalla Disney Use Case
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.
Facebook Places User ExperienceFacebook Places Businesses Experience
image source: TNooz.com
image source: Mashable
Gap Use Case on Facebook Places
Source: ScoutLabs, 10/23/10 – 11/23/10, Query: Gap AND Facebook Places
image source: cyberpopblog.com
image source: thekrazycouponlady.com
image source: seocollege.org
Points and Gaming Based LBS
• Shopkick
• WeReward
• SCVNGR
• My Town
Shopkick - Encourages Store Exploration WeReward - Rewards Visits With Cash
image source: iappsin.com
image source: scrapsofmygeeklife.com
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
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
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
Consumption Based Check-ins
Entertainment - GetGlue, Miso, & Philo
Beverages - Untappd
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 ShowsSource: AdAge May 2011 & Nextekis May 2011
GetGlue User Experience
source for images: getglue.com
Miso User Experience Philo User Experience Miso User ExperienceMiso User Experience
images source: miso
image sources: philo & itunes
Untappd User Experience
image source: oaggle.com
image source: blogaboutbeer.com
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
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