Mobile Social Networks And Location Services What Marketers need to know now - An introduction to Location Based Services applied to Marketing Intelligence and Marketing & Branding Location implementation and strategies. by Claudio Schapsis TW @schapsis

1. Mobile Marketing & Location Based Services: What Marketers Need to Know Now INTRODUCTION Claudio Schapsis – www.bdnooz.com Claudio Schapsis LBS Strategic Development Executive [email_address] Linkedin: http:// www.linkedin.com /in/schapsis Skype: claudio-sch BLOG: www.bdnooz.com Twitter: @schapsis

2. Claudio Schapsis Strategic Marketing and BD Advisor for Startups, Mobile, and LBS Businesses Chairman of LBS Latam – LBS Conference for Latin America in Miami Member of MENG (Marketing Executives assoc) Board of Directors BDNOOZ.com LBSstrategies.com [email_address] @schapsis During the presentation TW @schapsis @MENGonline #MENG

3. Claudio Schapsis This presentation is updated every 20 days What drove the changes in March 2010?

4. News Update Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

5. News Update Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

6. News Update Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

7. Mobile Social Networks TECHNOLOGY MOBILE LBS Location Based Services Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com The focus of today’s presentation

8. Location Based Social Networks Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

9. Location Based Social Networks Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

10. Why Mobile? 1.268 Billion 4.617 Billion 1.604 Billion 1.416 Billion Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

11. Differences – Consider that: Mass Market – Diverse Personal Always Connected – Mobile lifestyle (immediacy) Mobile – Place and Time matters Small monitors – different operating systems and functionality Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

12. Location Location Location Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

13. Location Location Location Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

14. Imagine the possibilities Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com Where are the follower? Where to push the campaign? Where are my fans?

15. Facebook Targeting Hyper-Targeting

16. Geo-location Hyper-Targeting Hyper-Targeting

17. Geo-tagged Hyper-targeting Applications 20% off Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

18. Geo-tagged Hyper-targeting Applications Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

19. Geo-tagged Hyper-targeting Applications Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

20. … in local searches has a relationship with a place Food bar discounts news events Weather traffic others accidents navigation Yellow pages tours guides bank 80% of the information Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

21. Has a related context … .in my car … .home alone … .walking on the street … .with company … .solving a problem … .clueless … .looking for fun … .without information … .making a decision … .at a specific place … .etc… And 100% of the information Food bar discounts news events Weather others accidents navigation Yellow pages tours guides bank Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

22. Location is present in every critical area of your business. Market intelligence Demand analysis Client segmentation Trade Marketing & BTL Billboards management Direct Marketing Zone pricing Sales Force Channel Management POS Commissions Compensation Plans Collections Management CRM Phone Calls Manufacturing Inventory Strategic assets Human Logistics Delivery Location Channels and distribution centers Zoning Location Marketing Sales Finance Customer Care Distribution Logistics and Operations Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

23. Have this information in TABLES Nevertheless 90% of the companies Juan león Mera E13-27 y Carrión Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

24. Learn, understand, and retain graphic information much easier 70% of the people Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

25. Potential Market Potential Market Zone 2 Geo-Analysis + Where and Why What? Who? When? Sales / Market Sales / Market Is to multiply the business intelligence + Statistical Analysis The challenge of Location Zone 1 Zone 2 Zone 3 50K 30K 45K Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

26. Geo-Analysis Where and Why What? Who? When? Is to multiply the business intelligence Statistical Analysis The challenge of Location Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

27. Real Marketing ROI – Answer the questions WHERE are your customers, competitors, distributors, sales WHERE are the marketing efforts WHERE are the opportunities ( Where should I put my next POS?) Optimize distribution and logistics ( Where are my reps?) WHERE should I place billboards, WHERE send direct mail? WHERE do your customers live and WHERE they buy Are product sold better in some zones? WHERE and why? Is advertising relevant to the place? Are customers entering your shop? Do they respond to the mobile coupons? Where were they? Are the customer complains coming from a specific area?

28. Business Models - Overview Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

29. Business Model 1.0 Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

30. Business Model 2.0 - Mobile Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

31. Business Model for Mobile Social Networks Users as Data Collectors Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

32. Non intrusive business intelligence Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

33. Users that Create Value Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

34. Users that Create Value – Free Navigation

35. Geo-Gaming Marketing Campaigns Geo-Coupons Location Based Advertising New era of Mobile Marketing

36. Geo Games – Redefining “to be a regular” Check-in Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

37. Geo Games – The businesses perspective Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

38. Users that Create Value – Geo Games From a broad strategy point of view, there's a huge potential with the ability to connect people to promotional experiences … We know where people are and can talk to them from a geo-located perspective -- that's a huge opportunity.“ ," Branding of the Foursquare leaderboard for a fundraising in NY Bonin Bough, PepsiCo's global director of digital and social media. " Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

39. Geo Games – As branding and promotion tool Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

40. Location and Mobile Social Networks Summary: Relative Green Field Complex Business Models but huge potential Know your market – Create a roadmap for phones OS Find the right technological partners If Mobile is the next thing on SN – LBS is the differentiator MOBILE IS EXPENSIVE – Know your costs and expected revenues Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

41. Mobile Marketing & Location Based Services: What Marketers Need to Know Now ADDITIONAL SLIDES FOR THE Q&A Claudio Schapsis – www.bdnooz.com Claudio Schapsis LBS Strategic Development Executive [email_address] Linkedin: http:// www.linkedin.com /in/schapsis Skype: claudio-sch BLOG: www.bdnooz.com Twitter: @schapsis Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

43. Less accurate Sat. Cells Positioning Methods More accurate Level 1 Level 2 Level 3 Level 4 Level 5 Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

44. Cell ID Level 3 or more GPS Required Accuracy Operators Consumer / Enterprise Government Applications vs. Position Accuracy Local Search Location Based Social Networking Vertical Applications (AVL, EATS, CRM, etc) Traffic and Navigation Geo / Mobile Advertising Personal Location Home & Office Zone LBS Public Platforms Network optimization Geo Analysis Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

45. Other Business Models: Subscription membership Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

46. Business Models based on Ads X Ad agencies Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

47. Business Model – Freemium Services X Ad agencies Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

48. Business Models: Sponsoring – Co-Marketing X Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

49. Business Model Ads Syndication Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com

50. Mobile Marketing & Location Based Services: What Marketers Need to Know Now Claudio Schapsis – www.bdnooz.com Claudio Schapsis LBS Strategic Development Executive [email_address] Linkedin: http:// www.linkedin.com /in/schapsis Skype: claudio-sch BLOG: www.bdnooz.com Twitter: @schapsis Mobile Social Networks © – Claudio Schapsis – claudio.schapsis@bdnooz.com