SoLoMo Lunch Learn Location Based Marketing
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Location-based marketing involves delivering location-specific content and promotions to customers through their mobile devices. It aims to increase customer loyalty and engagement by providing value to customers based on their real-time location. Examples include Foursquare campaigns that bring local deals and discounts to checked-in users, as well as apps like the REI Ski & Snow Report app that provide location-based information and experiences to users. Emerging technologies like augmented reality are also being used in location-based marketing campaigns and games. The future of location-based marketing may include more in-venue features accessed through check-ins as well as integration with gaming and political campaigns.
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SoLoMo Lunch Learn Location Based Marketing
- 1. SoLoMo Lunch and Learn July 28, 2011
- 2. What is Location Based Marketing?
- 3. Book Definitions “Location-Based Marketing: The Convergence of Social and Mobile” “location-based media delivers content to a users mobile device depending on where they are located.” “Location based marketing is the interaction with customers by their location offering value based opportunities to increases customer loyalty and social sharing in which you can measure.” “A social media marketing strategy focusing on location-based mobile check-in services to bring deals, promotions, coupons, discounts, or specials to customers in real time on their mobile devices.”
- 4. Benefits
- 5. Cons
- 6. Integration
- 7. Current State of Lo-Mobile
- 10. Examples
- 12. Domino’s Pizza
- 14. REI Ski & Snow Report App
- 15. Bluebrain Location Based Album “Ascending the hill toward the Washington Monument, you’ll hear only a cello, then, gradually, violins, a choir, clapping, fireworks and drumbeats will come into the mix as you get closer to the obelisk.”
- 16. Coca-Cola Happiness in Numbers Scvngr: location based gaming
- 17. Augmented Reality Goldrun augmented reality scavenger campaign
- 18. The North Face Placecast’sShopalerts location based sms advertising If near a TNF store: New Items Promotion If near Lake Tahoe: Great biking trail Great swimming spot
- 19. Broadcastr Android App Geo-Play talk Radio Hear different stories in different locations as listener moves Geo-examples: NBC: Paris Hilton’s 10 favorite world places Summer Stage concert venues
- 20. International: Louis Vuitton for Jiepang
- 21. Marc Jacob’s Fashion Victim
- 23. Hoovers: B2B Use of LB App Hoovers near here app
- 24. Business Use of LBM LBM can be used to enhance multiple aspects of marketing
- 25. Technologies
- 27. JSON
- 28. New envelope for responses
- 29. New endpoints : user badges, venue herenow, user venue history, and bundled requests
- 30. API Explorer
- 32. The Local Forecast: What’s Next?
- 33. Potential Apps: Menusquare Eventsquare
- 34. Future of the Check-in : In-Venue Features
- 35. TAPIN by Ipad
- 36. Measuring Political Marketing Foursquare & fb check-in at polls
- 37. Gaming Integration My town
Hinweis der Redaktion
- Benefits #1Increased impulse buying http://www.marketingprofs.com/events/dmf2011/pdf/dmf2011_location_based_services.pdfBenefits #2A Foursquare/Twitter integration campaign by Intercontinental Hotel Group (Holiday Inn) experienced 10X higher CTR than email and banner adsBenefits #3Benefits #4Earlier this year, Domino’s UK attributed social media, and its Foursquare pilot program in particular, as a significant factor in helping the company increase profits by 29%. http://rachelbeer.posterous.com/mcdonalds-foursquare-day-campaign-increased-cBenefits #5The entire point of location-based ads is that consumers have a seamless experience. In doing so, it will enable them to build a relationship with the brand and possibly purchase things while they are in retail locations.http://www.marketingprofs.com/charts/2011/4940/can-geolocation-apps-win-over-smartphone-usersBenefit #6http://www.mediabistro.com/mediajobsdaily/location-based-services-not-yet-providing-roi-for-marketers_b6826http://futurecase.wordpress.com/2011/07/08/how-luxury-brands-can-benefit-from-location-based-mobile-apps/http://www.syscomminternational.com/blog/advantages-of-location-based-internet-marketing/
- Customer’s Barriers to AdoptionAmong smarphone owners aware of location-based apps, but not using them, most cite unfavorable reasons for not doing so, with privacy issues topping the list:32.9% cite privacy as a concern.26.0% find the benefits unclear and, consequently, the apps unnecessary.19.2% say such apps are redundant to how they already communicate.Read more: http://www.marketingprofs.com/charts/2011/4940/can-geolocation-apps-win-over-smartphone-users#ixzz1TLJIuIymThe focus is not the checkin itself. The apps/location based networks that will survive in the long term must design a user experience around users’ real motivations. Must convey a sense of purpose. The action of the check-in does not have potential to become mainstream. From a Business PerspectiveIn fact, a successful promotion from Yelp, Foursquare, Facebook Places or Opentable Spotlight usually provides about a 2% increase in revenue.http://www.mediabistro.com/mediajobsdaily/location-based-services-not-yet-providing-roi-for-marketers_b6826http://www.fastcompany.com/1746838/facebook-places-foursquare-social-medias-tiny-2-impact-on-businessesThere just isn't the reach in these things today to actually be able to drive the level of change in business as you could drive with a successful capital investment."
- FoursquareFacebook PlacesGowallaLooptBrightKiteYelpGoogle Latitude
- How do you attract a flash mob of 150+ people to your restaurant? Offer the possibility of a Foursquare Swarm Badge, of course!Last week, restaurant owner Joe Sorge attracted 161 Foursquare users at the same time to his burger joint in Milwaukee, AJ Bombers (pretty impressive considering there are approximately only 300-400 total Foursquare users in the area). Even more impressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.
- Earlier this year, Domino’s UK attributed social media, and its Foursquare pilot program in particular, as a significant factor in helping the company increase profits by 29%.
- At the Mobile Social Communications conference yesterday, Wion shared that McDonald’s was able to increase foot traffic to stores by 33% in one day with a little Foursquare ingenuity. McDonald’s total cost for the successful campaign was a measly $1,000.Econsultanty reports that McDonald’s, with Wion driving campaign direction and strategy, opted to try and take advantage of Foursquare Day (4/16) to bring in more business. The company used 100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential diners. The bait also worked to attract the media’s attention and resulted in more than 50 articles covering McDonald’s Foursquare special.The campaign worked in both digital and real world capacities. Patrons flocked to McDonald’s restaurants for the chance to win giftcards in exchange for checkins, and 600,000 online denizens opted to follow and fan the brand on social media sites.
- http://itunes.apple.com/us/app/snow-and-ski-report-by-rei/id299120437?mt=8http://mashable.com/2010/03/19/location-based-strategy/
- http://mashable.com/2011/05/27/the-national-mall/Washington D.C. Park, “The Mall”Music changes and evolves based on chosen path in park.Features a map of the park and which locations are tagged with musicConsNot available for standard downloadOnly available while in the park
- Solidifying its relationship with SCVNGR, Coca-Cola has launched a summer promotion with the location-based service to challenge teens to go around malls, concerts and amusement parks to get instant rewards.The game, called “Happiness in Numbers,” asks consumers to fulfill challenges like taking photos and checking in at various locations to accumulate points. Prizes include T-shirts and gift cards.
- http://mashable.com/2011/01/15/goldrun/Collect a different items from fall/winter collection in front of each of its 10 Manhattan stores 10% instant discountA pioneering approach to location-based marketing, GoldRun combines the visual impact of augmented reality and the precision of GPS to deliver virtual goods, user rewards and interactive advertising in the form of social media games, virtual guides, couponing and loyalty programshttp://popsop.com/40049
- http://mashable.com/2011/02/28/att-location-based-ads/Att location based adsOpt-in at dedicated siteAccording to a release from AT&T, the messages “are enhanced with information such as weather, traffic, and local shopping area details to more effectively engage consumers.”Geo-fence around a retail locationhttp://shopalerts.att.com/sho/att/index.html?ref=portalhttp://www.att.com/gen/press-room?pid=19209&cdvn=news&newsarticleid=31648&mapcode=wireless-networks-generalThe North Face“If they’re near a store, customers may receive a message about a new item in the store. But, if they’re at Lake Tahoe, and they have noted that they are a biker, they might get a msg about a great biking trail. A different customer may receive a msg about a great swimming spot, based on their preferences,” according to a representative from Placecast.
- Partnered with National September 11 Memorial & Museum, UNICEF, NBC, Paris Hilton“Geo-listening” Talk RadioParis Hilton records 10 clips about her favorite places in the world and tag recordings to those locations.Summer Stage: Will tag concert venues with featured artists
- Louis Vuitton partnered with Chinese check-in service Jiepang for its travel exhibition at the National Museum of China Those who check in to the exhibition using Jiepang’s mobile app between June 9 and August 30 will receive a branded virtual badge The badge can be used for tips and information about the brand and conceptual design
- Marc Jacobs and Foursquare created the “fashion victim” badge which allowed Fashion Week attendees to “check in” at any Marc by Marc Jacobs store in New York By checking in you unlock the badge 4 people who unlocked the badge in New York were randomly chose to receive tickets to the Marc Jacobs show This resulted in word of mouth marketing
- Disney partnered with Gowalla to market the parks. Guests can check in at locations around the parks and share information and photos on real time through other social media like Facebook The marketers for Disney were not interested in the “20% off churro!” it was about creating an experience
- http://www.marketingpower.com/ResourceLibrary/Documents/newsletters/b2b/2010/3/near_there_everywhere.pdfHoovers launched a new app called “Near Here” builds on the locationaware mobile aspect when it comes to sales, prospecting and lead-generation in the B2B segment. The app provides access to location-based business information on companies in the U.S. and Canada in real-time. Users can refine search results to meet their specific requirements by applying several criteria, including multiple ranges of revenue and number of employees at a particular location, multiple industries or a simple keyword search.
- API= APPLICATION PROGRAM INTERFACE foursquare APIv2All new applications should be built on this if they wish to be future-proof. In addition to extensive documentation, the new API adds a bunch of neat stuff:OAuth2 only, which should be easier to use (even usable from pure Javascript!), and easier for us to monitor.JSON only, which behind the scenes allows us to significantly improve performance.New envelope for responses, which among other things provides a consistent place for error responses.New endpoints, such as user badges, venue herenow, user venuehistory, and bundled requests.Significantly more consistent and REST-ful.API explorerDevelopers are now able to tap into the location-based service’s rich data supply and build their own applications.10 new apps:Foursquare Palm/Pixie WebOS version of Foursquare Foursquare for Android Social Great: Grabs data from Foursquare and couples it with Twitter & Brightkitegeodata and shows the user what places in the neighborhoo d are hot spots MobZombies: mindless gaming for the Iphone Basically it turns real human checkin activity on Foursquare into zombie hordes you have to avoid or defeat by either using your touchscreen, or, as the app puts it, “moving your body as a joystick” to trigger your phone’s movement controls. It costs $2.99 in the app storeYipit: Specials at your favorite places Foursquare Wordpress Widget: publish a feed of your checkins to your own blog Ultimate info firefox add-on: lets you check in and enjoy all the features of Foursquare without needing a smartphone.Last Night’s Check-ins: Every day it e-mails you a list of your previous night’s checkins, and then you fill in information about each experience. Perfect for those of you with fascinating exploits that you feel you must share with the rest of us (or for those of you that have trouble remembering what you did last night).Blackbook: sync your BlackBook and Foursquare accounts in perfect harmony, delivering you deals and juicy information based on your location.Where do you go: generates a snazzy heat map of your Foursquare activity around your city. Try it yourself.
- All new applications should be built on this if they wish to be future-proofDevelopers are now able to tap into the location-based service’s rich data supply and build their own applications
- Grabs data from Foursquare and couples it with Twitter & Brightkitegeodata and shows the user what places in the neighborhood are hot spots Mindless gaming for the IphoneTurns real human check-in activity on Foursquare into zombie hordes you have to avoid or defeat by either using your touchscreen or “moving your body as a joystick” to trigger your phone’s movement controls Costs $2.99 Sync you Blackbook and Forsquare accounts in perfect harmony, delivering deals and juicy information based on your locationWordpress Widget: publish a feed of your checkins to your own blog Where do you go: generates a snazzy heat map of your Foursquare activity around your city Yipit: Specials at your favorite places Last Night’s Check-ins: Every day this app emails you a list of your previous night’s check-ins, and then you fill in information about each experience Perfect for those of you with fascinating exploits that you feel you must share with the rest of us- or for those who have trouble remembering what you did last night
- Long termPotential/ Future apps/ stuff we would like to see Menusquare: When you check in at a restaurant on Foursquare, you can see what feedback your friends and others have left. Usually it’s recommendations –- “Try the lobster ravioli!” –- or warnings –- “The green curry is wicked hot!”Event Square: Build them an application that shows where the nearest parties, concerts, or events are going on at any moment, based on their location. Great for those bored Friday nights, this app could really help you find something to do any time you want.http://mashable.com/2011/05/01/2012-election-killer-app/
- Menusquare: When you check in at a restaurant on Foursquare, you can see what feedback your friends and others have left. Usually it’s recommendations –- “Try the lobster ravioli!” –- or warnings –- “The green curry is wicked hot!”Event Square: Build them an application that shows where the nearest parties, concerts, or events are going on at any moment, based on their location. Great for those bored Friday nights, this app could really help you find something to do any time you want.
- Menusquare: When you check in at a restaurant on Foursquare, you can see what feedback your friends and others have left. Usually it’s recommendations –- “Try the lobster ravioli!” –- or warnings –- “The green curry is wicked hot!”Event Square: Build them an application that shows where the nearest parties, concerts, or events are going on at any moment, based on their location. Great for those bored Friday nights, this app could really help you find something to do any time you want.
- The experience is dominated by an interactive map, with layers of markers for news, video features, events, shopping deals, movies and user-contributed information.But it’s a good solution for a lot of community news, such as crimes, business openings or road construction. If that is the bulk of your content, the location-based filter works well.Any effort at location-based news requires geocoding — designating a location for each story. The temptation is to let a computer algorithm do this based on the cities and places mentioned in the article. But any attempt to do so stumbles on what I call “The Springfield Problem.” TapIn doesn’t settle for just mapping newspaper stories and data feeds. It uses those to attract a community of users, who it hopes will post their own map items called “gigs.
- Measuring effectiveness of political marketing.Traditionally get the vote out there, but no way of actually tracking if voters actually got to the polls.Twitter wasn’t mainstream yet in 2008. http://mashable.com/2011/05/01/2012-election-killer-app/