Social geolocation : Why it matters to your business ?
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More than a quarter of American adults use mobile or social location-based services. Learn what social geolocation is, how it works and how to tap into its potential. Discover who the users are and the breakdown of geosocial vs. location-based services vs. automatic location-tagging users. Successful tourism case studies reveal how to drive your business and influence your customers with social geolocation.
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Social geolocation : Why it matters to your business ?
- 1. Social geolocation: Why it matters to your business? NSAA – National Convention & Tradeshow - May 6-9, 2012 San Antonio, TX
- 2. es t G reat th ! ah : n Ear Ut r o e powd 26 267 ski areas, tinents countries, 5 con Pl a y h even ard, wo Armelle e rk hard Solelhac r ! he Around T L o ve iders orld® In Heaven from T R (ly)... ellurid W e!
- 3. Experiential Marketing & Digital Mountain destinations, outdoor Communication Agency sports brands & Media
- 4. What are The 6 ingredients that create fans?
- 5. - Beauty - Suspense - Scarcity - Humor - Surprise - The secret ingredient
- 6. What is your biggest fear ?
- 8. 1. Dying in terrible pain or suffering 2. Running from a disease out of money 6. Being bored and no longer or having a life being able that does not to support make sense oneself 5. The consequences of climate change 3. Spiders on the and/or snakes environment and public health 4. Being lost and not finding one’s way
- 9. What Are Geosocial and Location-Based Services?
- 10. A web or a mobile service based on the use of geographic data in the service of members as part of social interactions with their network and / or local players.
- 11. Geosocial Networking : Social networking uses geographic services and capabilities, such as geocoding and geotagging, to enable additional social dynamics. Location-based services : Information or entertainment service utilizes the geographic position of a mobile device through a network.
- 12. Mobile + Location + Real time + Status + Friends/a social community
- 13. 2 types of tools: Directories and Social Gaming & Shopping platforms
- 14. 83% of all American adults ages 18 and older own a cell phone, 66% of them own a smartphone 58% of smartphone owners use a geosocial or location-based information service
- 15. Smartphone Penetration by Age and Income (Jan. 2012) Figure credit : Nielsen
- 16. 55% of smartphone users get location-based directions or recommendations 12% of smartphone users use a geosocial service like foursquare
- 17. Breakdown of Wxc Breakdown of LBS Breakdown of Social media users & geosocial users users geosocial and LBS automatic location- users tagging users
- 18. « People don’t buy what you do, they buy why you do it. » Simon Sinek
- 19. « Social media are about people, not about money » Figure credit : « Lost in Geolocation – Why Consumers Haven’t Bought It and How Marketers Can Fix It » by Will Reese and Jamie Beckland / White Horse Inc., Spring 2011
- 20. Growing segmentation, targeting and knowledge of consumption patterns of customers
- 21. Powerful tools for communication and promotion of a business or a destination
- 22. Opportunity to create an innovative marketing campaign with social shopping, couponning, incentive and viral operations, etc.
- 23. Create exclusive and specific offers : Free for Mayors, discounts in exchange of check-in or tips, etc.
- 24. Launch Street marketing events in the real world
- 25. 3 Messages to take home
- 26. Location-based services have not yet reached the tipping point The chief barriers today are a lack of clear perceived benefit and privacy fears
- 27. Just don’t do it to do it! Marketers will need to create and test new geolocation experiences that are not generic but relevant to a particular brand and audience
- 28. Digital tourism is now SoLoMoCo!
- 29. WHY NOT!
- 30. Sources 1/2 Marketing & Communication Studies & Books: « 2010 Social Media Marketing Industry Report » by SocialMediaExaminer.com & 2010 Michael A. Stelzner « Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web » by Brian Solis « Marketing et Géolocalisation Sociale » by Clément Vouillon, with the participation of Louis André, éditions Diateino, 2011 « Design émotionnel », by Aarron Walter, Ed. Eyrolles, Collection A Book Apart, 2011 « Le jeu comme nouveau média, l’espace physique comme terrain de jeu », by Sylvain Bailly, 2011 « J’ADOOORE, 6 ingredients to create fans » by Kenazart Experience Designers, Patricia Gallot-Lavallée, 2012 « Lost in Geolocation – Why Consumers Haven’t Bought It and How Marketers Can Fix It » by Will Reese and Jamie Beckland / White Horse Inc. Websites : http://www.switchconsulting.fr/ http://www.camillejourdain.fr/ http://www.etourisme.info/ http://www.tourmag.com/ http://www.wmaker.net/ http://www.tourisme-tic.com/ http://www.webtourisme.net/ http://nieveyalgomas.blogspot.com/ http://www.presse-citron.net/ http://veilletourisme.ca/ http://www.blog-etourisme.com/ http://socialnomics.net/ http://www.welovegeoloc.com http://www.mycommunitymanager.fr/ http://gregorypouy.blogs.com/ http://www.slideshare.net/gregfromparis/foursquare-by-greg-pouy-3180048 http://www.slideshare.net/pierrebellerose/12-tendances-en-tourisme-pour-2012 http://techcrunch.com/2011/12/06/google-to-take-on-foursquare-with-upcoming-check-in-offers-feature/ http://www.adweek.com/news/advertising-branding/why-geolocation-app-users-matter-marketers-136950?utm_source=feedburner http://www.flowtown.com/blog/whos-using-geosocial-and-location-based-services?display=wide http://gamifixation.com/2011/03/2011-sundance-festival-with-gowalla-gamified-mobile-app/ http://www.vingthuitzerotrois.fr/technologie/des-americains-ans-possedent-smartphone-14432/? utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+2803+%282803%2C+le+blog%29&utm_content=Google +International
- 31. Sources 2/2 Pictures : All right reserved http://alccorting.wordpress.com/2011/01/28/be-afraid-be-very-afraid-on-second-thought-dont/ (Afraid boy) http://www.kitchenaid.fr/app.cnt/ka/fr_FR/pageid/pgkahome001 (Kitchenaid Robot) http://www.proforum.fr/rubrique-6833-Annuaire-qualifi-e.html (Yellow pages book) http://www.startwithwhy.com/ (Simon Sinek) http://bugatti-mini.tk/page/3 (Mini Cooper) Armelle Solelhac – Private Collection (Neige de Culture at Serre Chevalier + pictures from slide 2 & 4) http://gamifixation.com/2011/03/2011-sundance-festival-with-gowalla-gamified-mobile-app/ (Gowalla Operation in Park City, UT) http://www.flickr.com/photos/dpstyles/ - Mount Snow, VT (USA) http://www.myparisnet.com/index.php/la-tour-eiffel.html (Eiffle Tower) http://www.knockknockstuff.com/media/products/2008/10/22/12017_Note-to-Self_.jpg (Note to self) http://www.freegreatpicture.com/other/feature-matches-18491 (Matches) http://files.adme.ru/files/news/part_0/9063/n_big.jpg (Just don’t - Korean Anti-Drug Center / Ministery of Public Health) http://motsaiques.blogspot.com/2010/05/p-284-m ai-1904-charcot-au-pole-sud.html (Why not !) http://www.memoclic.com/galeries/10-iphone-insolite (10 Telephones insolites) Other pictures : All right reserved
- 32. 15 Avenue du Thiou 1060 Tiger Tail Dr 74000 Annecy Riverside, CA 92506 France USA Tel. + 33 (0) 450 275 349 Cell. + 33 (0) 675 705 859 info@switchconsulting.fr www.switchconsulting.fr Follow us on
Hinweis der Redaktion
- My name is Armelle Solelhac, I ’ m 31 years old and as you probably hear my terrible accent for which I apologize, I ’ m French! At the age of 24 I was passionate about skiing and I was about to become a business lawyer – or should I say one of those boring dark-suit lawyers! But just like in those inspiring movies that only Hollywood seems to know how to make, I suddenly felt a kind of urgency: before becoming a lawyer I wanted to do something big! I wanted to prove to myself that I was capable of doing something I thought was impossible. I wanted to stop reading the dream life of others in the pages of ski and snowboard magazines, but LIVE this dream life. So I started the Riders Around The World project. From November 2005 to may 2008, I skied at 267 ski areas in 26 countries on 5 continents. And surprisingly enough, I ended up being next to those guys from the magazines and TV shows! In North America especially, I had the chance to drive 21 000 miles, from Québec to Vermont, from British Columbia to New Mexico and then on to California. I enjoyed some of the greatest powder on earth, I visited the Grand Canyon among others amazing places, I discovered legendary ski resorts and I finally had a look at what heaven looks like. No need to say I had a blast! It was the experience of a lifetime. All good things have an end. And because I play hard, I work even harder!
- Back home, I created my own company, named SWiTCH. It ’ s an experiential marketing and digital communications agency. We specialize in tourism and outdoor sports brands.
- Before telling you why social geolocation matters to your business and why it ’ s probably one of “ the next big thing ” in the coming decade, I need to talk a few minutes about the 6 ingredients that create fans. What makes us say “ I loooove ’ it! ” or, as a french person would say, “ J ’ adooore ” . Well, have you noticed how some people are willing to wait in line all night long, in chilly November, to get a 200 dollar pair of Jimmy Choo shoes? Have you noticed how some people are willing to wait in line, in freezing December, in order to get the new iPhone, the same one that will be available in stores the very next day? Have you noticed how, ‘ I-show-no-interest-in-books ’ 9-year-olds are happy to pick up a 700 page book and can ’ t wait for the next one? Have you noticed, how the ‘ I-never-read ’ teenager ’ reads the same book 3 times in a row? As an expert in user experience and a teacher, I have come to realize that human beings do not pick the best solutions, they pick the option that hurts the least. Give them the option of an escalator when they have a few stairs to climb and they will pick the escalator. If human beings always pick the solution that takes the least amount of energy, how come in the case of the release of the latest iGadget, the latest Harry Potter book, the latest episode of Star wars, the new Karl Lagerfeld & H&M collections…, they are willing (and happy!) to spend so much energy getting it? If emotions put people in motion, you have to wonder what triggers this desire, this energy that sets them in action? What makes them ever so happy to be there and to do that? And why? Why is it that in some cases, we expend way more energy and time than we would normally do for these things? What makes people become fans? What makes us say I love it? What makes us behave like J ’ adooore?
- Here are the 6 ingredients that create fans : - Beauty - Scarcity - Surprise - Suspense - Humor - The secret ingredient Unfortunately, I don ’ t have the time today to get into the details of all the 6 ingredients. But I ’ d love to come back next year to tell you more about my research results in this field! So, I ’ ll try to very quickly explain what the secret ingredient is.
- I've always been a big fan of American movies. When I was younger, one of them caught my attention, I think its title was Coach Carter , starring Samuel L. Jackson. The film is based on a true story, in which Richmond High School basketball coach, Ken Carter, made headlines in 1999 for benching his MVP and undefeated team due to poor academic results. Samuel L. Jackson ’ s character in the film repeatedly asks his players what is their greatest fear in life? This question has long intrigued me. What is MY biggest fear my life? What is YOUR greatest fear?
- My biggest fears are: 1. Snakes 2. Getting lost 3. Waking up at the end of my life and realizing that I did not achieve my dreams I know what you think, I can see your reactions right now and you probably think: why is that Frenchie asking me such a personal question? Why did she publicly confess her greatest fears? How does this affect me as a ski area Manager or as Marketing & Communications Manager? After all I thought she would talk about social geolocation! And what about that secret ingredient that create fans?
- According to a recent study by one of the most famous survey companies in Europe, the top 5 common fears people have are: Dying in terrible pain or suffering from a disease Running out of money and no longer being able to support oneself Spiders and/or snakes Being lost and not finding one ’ s way The consequences of climate change on the environment and public health Being bored or having a life that does not make sense The reason why I ’ m asking you this question is simple: as a manager, and first of all, as a potential consumer, we all want to be reassured. Nobody likes to take unnecessary risks. Actually we live in a society that no longer tolerates the slightest risk. People want to be entertained, to have fun, to feel strong emotions, to experience sensations and to enjoy themselves, but they no longer want to take any risks. They want it all and they want it now! And that is the secret ingredient: your product or service has to answer to a conscious or unconscious need or fear. That is why all companies that create tools or gadgets that aim to reassure us or to eliminate a risk are highly likely to succeed. And social geolocation and Location-Based Services (also known as LBS ) are some of them.
- All this said, some of you might wonder what are social geolocation and LBS? So, I assume you all understand the word "social" and the word "geolocation", but if you put them together, they don't mean anything anymore. And you get lost!
- The good news is that it's not as complicated as it sounds. A simple definition of social geolocation would be « a web or mobile service based on the use of geographic data in the service of members as part of social interactions with their network and / or local players ». To illustrate all this in more concrete terms, let ’ s imagine a simple situation: you are enjoying the wonderful snow on a sunny Sunday with your wife or your husband and your two kids. You are riding your snowboard on one of those long flat runs, and because you are a better snowboarder than the rest of your family and because you know the area, you keep up your speed to be able to reach the next lift without unclipping your rear foot from the binding. And the inevitable happens: you lose your family! Instead of wasting your time and your energy searching for them, you simply grab your Smartphone in your pocket and you post a notification on Foursquare, which is also linked to your Facebook and Twitter account saying that you ’ ll be waiting for them at the mid-mountain bar, where you ’ ve just received a sales coupon for a 10% discount on hot chocolate. At this point, the rest of your family just has to check their own Smartphones to see where you are and what you ’ re doing. So this service not only allows you to easily find your loved ones, but also allows you to take advantage of reduced prices.
- We must distinguish Geosocial Networking and LBS: - Geosocial Networking: This type of social networking uses geographic services and capabilities, such as geocoding and geotagging, to enable additional social dynamics. - Location-based services: This type of information or entertainment service utilizes the geographic position of a mobile device through a network.
- So, the ingredients of social geolocation are: Mobile + location + Real time + Status + Friends and Family/a social community.
- Among all social media dedicated to geolocation, we can distinguish two types of tools depending on the uses and on your strategy. So you can find: - Directories like Google Hotpot, Google Latitude and Google Places, Yelp and The YellowPages ; - Social gaming & shopping platforms such as Foursquare, Facebook Place and Scavenger. These platforms are the most significant right now in terms of number of users and traffic. Of course, Facebook Place is based on its 900 million members, Foursquare has 26 million users and this number is growing very fast since its launch in 2009.
- Well, as said previously, you need to own a Smartphone to use social geolocation. But is it really the next big thing? Do people really own a Smartphone? Do they use social geolocation? And, most importantly, who are the geosocial users? First, 83% of all American adults ages 18 and older own a cell phone. And 66% of them own a smartphone. Second, 58% of smartphone owners use a geosocial or location-based information service.
- If we look at the breakdown of Smartphone penetration by age and income, we can easily say that as the income goes up and the age goes down, the more likely one will own a Smartphone.
- Regarding the question of how Smartphone owners use their devices, it appears that: - 55% of smartphone users get location-based directions or recommendations - 12% of smartphone users use a geosocial service like foursquare
- It is important to focus on user profiles before considering the implementation of LBS or social location for your resort. Indeed, there are significant disparities in use depending on the profile of the Smartphone owner. So, if we look at the charts here, it appears that in terms of gender 59 % of men and 57 % of women who own a Smartphone are social geolocation or LBS users. So, gender is not a differentiating criteria. If we look at the age of the owners: - A little less than 60 % of Smartphone owners 18 to 29 years old and 30 to 49 years old use social geolocation or LBS - And no less than 45 % of Smartphone owners over 50 years old use social geolocation or LBS. So this is definitely not something only reserved for young-geek-hipsters! Those with higher incomes and higher education levels, tend to use LBS more; while social geolocation and automatic location-based tagging seem to be more appreciated by the owners of PDAs with lower incomes and lower education levels. You may be thinking: « Well, all this is nice, but what ’ s the point of using such a service? »
- As one of the world greatest marketers, Simon Sinek, says: “ People don ’ t buy what you do, they buy why you do it ” .
- A study published in may last year by White Horse, an American digital communications group, has shown what the most important benefit of these apps to the users is: - Social connection for 41% of them; - For 21%, it ’ s to find a place liked by people they trust - For 17%, it is because they want to have insight about their travel or movement patterns over time ; - And only 8% of them declare that the most important benefit of these apps is the savings on discounts and merchant rewards. What we have to remind ourselves here is that social media are definitely about people, not about money! As for me, the future of marketing is the personalization of the customer relationship. If we look closer at what social geolocation allows, we realize that it essentially allows us to provide offers to the customers that affect them personally and directly, in a fun and non-aggressive way, unlike traditional advertising. It is a participative and non-intrusive way to market your services, your destination or your brand. If you need more arguments, here are the top 5 reasons to use social geolocation.
- Number 1: it helps you growing your segmentation, targeting and knowing the buying patterns of your customers. Last year in Los Angeles, billboards placed along highways were equipped with receivers to contact the owners of Mini Coopers with a chip placed in their key. When passing near a panel, the driver received a personalized message: “ Hello, Jack, beautiful day to your gig. ” The chip had identified the owner and his car from a customer database. This personalization of the message flattered the customer and showed that he is not just a serial number. The same could be done easily with lift passes during a visit to a chairlift: “ Hi Jack, have a great run! ”
- The second reason you should use LBS and social geolocation is because they are powerful tools for communications and the promotion of a business or a destination. For instance, in a ski area in the French Alps called Chamrousse, there are many environmentally sensitive areas that are subject to special protection, because human activity is destroying these fragile landscapes. Instead of a total ban on access, which would in any case not be respected by visitors, the Municipality has decided to create fun and educational trails around different themes. It has equipped some of its rare and endangered trees with digital tags. "The digital trail of remarkable trees" is a path connecting 14 trees equipped with flashcodes. The user receives, on his Smartphone, text or audio information on the tree which he is in front of such as botanical characteristics, history, or medicinal properties. On the one hand, this project integrates geolocation, since you know exactly where you are in the resort and where the upcoming trees are located. On the other hand, a device relays the route of each visitor on his or her Facebook, Twitter and Foursquare profiles in order to share impressions, tips, photos and / or videos of the experience with their relatives. A challenge is organized between visitors there on the exact same day and results are communicated through social media. In this case, the cell phone has become an additional media to all paper materials that are published by the destination. Since the establishment of educational and recreational trails, visitors comply with almost all walk-through restrictions for the sensitive areas of the resort. They also increased the average amount they spend per day trip by 22 dollars, as some of the trails pass by the shops of the resort. There are other interesting examples of using geolocation, for example in Sun Peaks (BC) and Silver Mountain (ID). These resorts offer geocaching activities, but only with GPS, not Smartphones, for $50/4 pers. Beyond the high price of the activity, there is no possibility to share the experience with your family and your community. So the positive effect of the “ viral-ness ” of the experience does not occur.
- Number 3: it ’ s a great opportunity to create an innovative marketing campaign with social shopping, couponing, incentives and viral operations, etc. Although Gowalla was bought by Facebook in December last year 2011 and eventually closed a few weeks ago, I ’ d like to give you a very interesting example that took place at the 2011 Sundance Film Festival. The goal was to promote the festival and the local shops through the platform. So they setup a variety of local Park City Businesses, which included: A snowmobiling company; A ski and snowboard rental shop; A long-time locals ’ favorite sandwich deli; A spot for bagels, coffee, breakfast and lunch; A local Ice Cream and coffee shop with hi-fi lounge; (note: hi-fi = “ high-figh ” , long “ i ” A place for lunch with an excellent sald bar, Steakhouse and Seafood dining; A local Indo-Persian Restaurant; A local massage studio. Once all the listings were uploaded, they also added a « check-in special » to each business. The bagel shop offered a free bagel with cream cheese with the Gowalla check-in. The massage studio offered 5$ off a session, etc. Every business had an extra incentive for users to check-in with their Gowalla mobile phone application. Also, one of the features on Gowalla was the ability to create « trips ». For example, you can create a trip out of the businesses they uploaded called « Buy local », which appeared in the « trip » section of the Gowalla mobile app. Anyone with a Gowalla account was able to create a trip and promote their own adventures! Finally, they also assisted with promoting these uploaded listings with the use of social media posts – making sure to use hashtags for further exposure and reach. So, how did the different types of businesses do on Gowalla ? Was it worth the effort to participate ? Well, after the first few days, the total of check-ins for each business were as follows: The bagel shop had 20 people check-in 34 times on their Gowalla listing; The Indo-Persian Restaurant had 26 people check-in 29 times on their Gowalla spot; The Steakhouse had 32 people check-in 38 times on their Gowalla page; The Ice Cream shop had 33 people check-in 37 times. There was a lot of buzz and media attention around their mobile app due to the tech savvy Sundance crowd. Overall, I ’ ve heard this campaign was successful in their attempts to promote Sundance 2011 in the social sphere.
- The fourth reason to use social geolocation is to create exclusive and specific offers, such as free for foursquare Mayors, discounts in exchange of check-in or tips, etc. This way to market your products or your services is better accepted and even solicited by the targets of campaigns that become true ambassadors of the product or service or destination. One of the key success factors is to create some kind of scarcity around this offer. During my world tour of ski resorts, there is something that really surprised me: parking seems to be a problem almost everywhere. It is perhaps less true in the U.S. than in Europe because you have more space than we do. But the parking lots here are huge and we must sometimes walk several hundred yards before reaching the lifts. This is even more difficult when you have to walk across a slippery parking lot in ski boots, while carrying your gear. In this picture, taken at Mount Snow in Vermont, they had the idea to reserve a free space on the parking lot for the Foursquare Mayor of the ski resort. This may seem strange or stupid, but customers pay now very close attention to such details! Futhermore, it ’ s exciting for them because everyone who passes in front of this parking space, judiciously located near the chairlifts, wants to compete with the current mayor to take his spot. It therefore encourages customers of Mount Snow to play, and to speak well of the resort on their Foursquare, Facebook and Twitter profiles. Another advantage of this type of operation is that it doesn ’ t cost more than the price of installing a sign!
- Last, but not least a great reason to use geosocial is to launch Street marketing operations in the real world. Having an active digital interaction with your customer base is a great thing. But at the end of the day, you need them to come to try out your destination or your product so that they can spread the good word. And it can happen only in the real physical life. You have to understand that social media is not about money or sales, but about people. You can ’ t hide behind your screen for ever. You need to meet your community in person! That ’ s what we have done with the outdoor clothing brand Eider. It ’ s a very well-known brand in Europe for its very technical skiing and mountaineering apparel. In recent years, they ’ ve tried to penetrate the biking and trail running markets by creating particularly breathable clothing through the integration of the Gore-Tex membrane. Unfortunately, the brand struggled to convince and to be recognized in this segment by the general public. Therefore, they wanted to design a promotional event combining viral social media, to spread the message quickly, and experiential marketing so that people would associate the brand with the concept of breathability and with biking and trail running activities. To launch the new Spring-Summer 2012 collection, the brand came up with the idea of setting up a scavenger hunt through Foursquare, Facebook and Twitter. That ’ s how the Eider Urban Game by Gore-Tex was held on March 31 st , just a few days before the famous Paris Marathon. 30 days before the event, they posted a video teaser of the game on YouTube and Vimeo. They animated the Facebook and Twitter pages through quizzes, mini photo contests on breathability, etc. The goal was to prepare the community to take part in the big game and to recruit new fans and followers. On D-day, two athletes ran over 12 miles in Paris to link up the most beautiful monuments of the French Capital. Every 15 minutes, they sent clues through Foursquare about their location so that players could guess where the finish line was for the next stage. For each stage, the first person to catch an athlete won the same outfit worn by the runner. The operation was a great success: - The number of fans has doubled on the brand fan page on Facebook; - The number of Twitter followers has increased by 30%; - Hundreds of blogs specialized in trail running activities talked about the event and the brand; - The two outfits that participants could win were out of stock in Paris stores within 10 days after the event; - Eider is now recognized as an expert brand in the biking and running markets. This event has definitely given legitimacy to the brand. And customers expressed their delight for such a fun and entertaining event!
- Some of you might have noticed I haven ’ t spoken about the very famous EpicMix created by the Vail Resorts Group. Why not? Well, I ’ ve seen that you ’ ve experienced one of the worst winter seasons of the last decade. So when I prepared this presentation, I thought perhaps, in the coming months, your finances will not allow you to heavily invest in the development of expensive and sophisticated social geolocation apps. So all the examples I ’ ve picked for you today cost from 300 $ up to 15 000 $ to design and deploy. To briefly conclude this presentation, I ’ d like you to take home 3 key messages.
- The chief barriers today are a lack of clear benefit for the customer and privacy fears. But as soon as we break down these barriers, there will be room for growth. Again, we need to reassure our customers about the fact that their privacy won ’ t be too compromised.
- Please, do yourself a favor: don ’ t do it just to do it! Location-Based services have not crossed the innovation “ chasm ” because the mass market do not yet perceive them to add benefits beyond existing social networking tools. This means brands and destinations must focus on what they can uniquely provide to consumers based on location. They will have to craft experiences that are more relevant and controlled than those available to customers today. By relevant, I mean the experience must add something of value to the conversation with customers, which will extend and enhance the relationship with their particular brand or destination. By controlled, I mean that the experience should allow customers to create networks appropriate to the experience and to choose the personal information they share, according to a clear understanding of the benefits they stand to gain in return.
- I really think E-tourism is definitely dead in the way we used to consider it! Now, thanks to social geolocation and many other tools, we are entering the era of digital tourism. If you remember only one thing about digital tourism it would be that it is SoLoMoCo, which means Social, Local, Mobile and Commercial. “ Social ” because most people share information, spread the word, and influence each other. So you have to pay attention to what they say about your brand, your products, your services or your destination “ Local ” : First of all because there ’ s nothing more logical than locating yourself on a map when you ’ re traveling. Second of all because in 2013, 50% of connections will be via the mobile web. 20% of Google searches are currently related to geolocation. So it ’ s a great opportunity for your business to stand out. “ Mobile ” because people communicate more and more with others on the move. They don't wait to get back home to speak with their relatives, they do it right away thanks to their Smartphone. ” Commercial ” because people are shopping more and more online instead of gathering information in the Internet before heading to a physical store to make a purchase. In the near future, the latter will become only showrooms where people will be able to try the product, but they won ’ t buy it right away. For the tourism industry, it also means that people will buy more online to be sure they have found the best possible deal among all the offers available.
- I ’ d like to finish this presentation with one last very short story. Have any of you heard of Jean-Baptiste Charcot? He was a researcher and an explorer, who lived about 150 years ago. He had what we could call a “ competitive advantage ” , because he owned his own vessel. It was an icebreaker to explore the polar regions. That was quiet an awesome thing to have at that time! It was not so out of the ordinary to have a boat, even back in those days. But what I found extremely surprising was the name of this vessel. He called it “ Pourquoi pas! ” which means Why not! with an exclamation mark, not a question mark. So that is my final message to you about social geolocation: why not!