location based social media
DESCRIPTION
Understanding some of the top performing location based social media (LBS) platforms, learning social media best practices, and case studies for outlining just a few of the ways you can use LBS as a business tool.TRANSCRIPT
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
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
“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 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
FBTI.net (Flying Bridge Technologies)