Geo-social marketing allows companies to target customers through location-based social media services like Foursquare. While some are excited about more trackable metrics like coupon redemption, challenges remain around interrupting the customer experience and data privacy. Marketers should focus on sending targeted digital coupons to encourage repeat purchases, rather than treating geo-social as a branding opportunity. Social media is pushing more mobile use by allowing multi-tasking with different media sources. Mobile access provides timely citizen journalism and engagement through photo/video sharing and contributing to sites like Huffington Post.

1. SOCIAL MOBILE
Presented by:
Chris Green and Cody Skrzypkowski

2. Geo-Social Marketing

3. GEO-SOCIAL DEFINED
Geo-social marketing:
Is an attempt by marketers to target their customers
through the use of social-location based services
(Foursquare, Gowalla, and even Facebook) in a
timely, convenient manner.

4. THOUGHTS ON THE POTENTIAL OF
GEO-SOCIAL…
―Advertisers are getting excited about not just slapping a
CPM on these ads but going to more action-oriented, cost-
per acquisition metrics, or coupon redemption at the point
of purchase—the proximity to the point of purchase of location-
based campaigns makes them more trackable.‖
-Michael Boland, senior analyst at research firm BIA/Kelsey Group, San Francisco
But why are marketers getting excited about this?

5. HERE IS WHY:
There is a huge
difference
between the
amount of
mobile devices
and the amount
of people using
social media on
mobile devices.
Infographic shows
that there is
promise for social
on mobile, however
there is risk.

6. WHO ARE MARKETERS AIMING TO?
Geo-social is still small compared to
location-based service use on mobile
Why? A couple thoughts:
From a consumer’spoint of view:
1. People are on the move (act as a
compass)
2. High preference for seeking
information on-demand
3. Making comparisons between
different businesses
4. Or the simple truth: people just do
not want to talk

7. STILL THERE ARE CHALLENGES, AND THESE
MIGHT NOT BE SO EXCITING
 Interruption
Marketing
-checking in to
places ―interrupts‖
the experience
 Data mining issues
-consumers are not
comfortable telling
marketers where
they are going

8. Marketers Misuse Geo-Social
-Marketers misinterpreting it as an opportunity for branding

9. A MARKETER SHOULD DO THIS INSTEAD:
―Location services enable marketers to deliver a compelling
offer when consumers are near the point of decision, yet
they also help marketers understand the context of their target
audience – their intent and state of mind.‖
Noah Elkin, eMarketer principal analyst, author of ―Beyond the Check-In: Best Practices for
Location-Based Marketing.‖

10. FOR INSTANCE
 Have digital coupons or incentives send via mobile
means.
 Not viewed as mobile spam
 Creates relationship
 Entices repeat purchases

11. Mobile versus Desktop:
Has social media encouraged
more use of mobile?

12. REASONS FOR WHY MOBILE WILL OVERTAKE
DESKTOP
1. Easy to use/ Secure
Payment Systems
2. Small Price Tags
3. Difficult to get
pirated content
4. Strong Commerce
Capabilities (e.g.
iTunes)
5. Personalization

13. SOCIAL MEDIA IS ALSO PUSHING MOBILE
How is it doing this?
Social media’s power to be a multi-tasking tool with
different sources of media all at once
Mary Meeker, Internet Analyst at Morgan Stanley:
Social media is a “unified communications +
multimedia creation tool/repository in your pocket.”

14. Social News:
Experiencing the moment in
REAL TIME

15. TO PUT IT INTO PERSPECTIVE

16. SPEEDING UP ACCESS TO INFORMATION
 Citizen Journalism
-mobile content is quick and timely
-participation is the key
-always connected

17. ARE WE ENGAGING?
Here is the proof from Pew Research:
 54% of mobile phone owners distributed photos or
videos to others
 The Huffington Post is the second highest site for
mobile traffic (people need to contribute).

18. THE PUBLIC APP-LIES THEIR VIEWS

19. TO END OFF…
Geo-Social
 Allows marketers to deliver a specific offer to consumers (right
place, right time)
Mobile and Desktop
 Multitasking with different media (online social media activity
during an event)
Social News
 People want to feel recognized as an authority, and mobile
allows them to do this (by having knowledge in real-time)

20. ULTIMATELY…
Social media brands are adapting to the times (the
media landscape and competitively)
VS.

21. THANK YOU
Any Questions?