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Location based marketing for B2B

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Elja Daae
Elja Daae

Guest lecture for Rotterdam Business School's MBA program on location based marketing. What is location based marketing and how can B2B companies use functionality like geotagging en 'check-ins' on social media like Instagram?

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Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing (B2B)
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl •  Introduction •  What is location based marketing? •  Location based marketing in B2B •  Next steps Program
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Introduction
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl “Zet je zaak op de kaart”
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Why?
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Because…
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl What is location based marketing?
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl that changes depending on where potential clients are located adapts to the particular social, cultural and personal traits of customers by making assumptions about their habits and preferences based on their location at a particular moment technological advances have allowed companies to know much more about their clients' locations so they can target these clients individually.* Location based marketing is a marketing method *h#p://smallbusiness.chron.com/loca4onbased-­‐marke4ng-­‐25650.html  
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl flickr:  dullhunk  
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Local search
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Searches
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl “Local search”
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl 20% of all Google searches have a local component (maybe  even  more!)   Flickr:  archangel  12  
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl And 40% of mobile local searches is local Could  be  as  much  as  50%?  Flickr:  FaceMePls  
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Half of local searches leads to a sale 30%  of  mobile  local  searches  concerns   restaurants   Flickr:  neilarmstrong2  
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing…on social media
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Facebook? Twitter? Instagram? Foursquare? Pinterest? Other…? Show of hands: does your phone have an app for:
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Jan 2014: 1,4 mln Dutch accounts 536.000  daily  users   Geotagging on social media
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl I show other Instagrammers where I am I post to Facebook and show my friends where I am I show Instagram that the geodata of this place is correct I may even create a new geolocation! I show Instagram where I, user @eljakdaae, am now... In relation to where I was before I tell Instagram & the world what I like I review this particular coffee place and help refine data I show Instagram users and my friends that I like this coffee place – they should go I let Instagram use my data and sell it to others (+ Facebook) What happens when I geotag my coffee break?
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Geotagging on social media
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Flickr:  walkingsf  
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing in B2B Relevance?
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing in B2B Users   Branding   Big  data   Local  search   Enrich  databases   Drive  traffic   Find  stuff!     Find  places!   Find  your  way!   Connect  &  be   social   Drive  engagement     Get  info   Op4mize  service   &  campaigns   Sell  data  
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Target audiences? Goals?
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Target audiences & goals Improve online findability Customer service Engage local customers Target audience info for optimization Branding Employees (current & future) Relevance of location (city marketing, port?)
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl IBM
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl IBM
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl City marketing
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @Rotterdam
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @Philips
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @Philips
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Nasa @...
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Engagement: user generated content (Insta)
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @port of rotterdam (Fsq)
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Employees as ambassadors (Fsq)
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Engagement
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Next steps?
Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl www.eljadaae.nl www.frankwatching.com @elja1op1 @frankwatching 1op1@eljadaae.nl @eljakdaae @frankwatching Facebook.com/marketingadvies of: /frankwatching LinkedIn: Elja Daae Google+: Elja Daae Zet je zaak op de kaart in 60 minuten Connect!

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Location based marketing for B2B

  • 1. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing (B2B)
  • 2. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl •  Introduction •  What is location based marketing? •  Location based marketing in B2B •  Next steps Program
  • 3. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Introduction
  • 4. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
  • 5. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl “Zet je zaak op de kaart”
  • 6. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Why?
  • 7. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Because…
  • 8. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
  • 9. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
  • 10. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl What is location based marketing?
  • 11. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl that changes depending on where potential clients are located adapts to the particular social, cultural and personal traits of customers by making assumptions about their habits and preferences based on their location at a particular moment technological advances have allowed companies to know much more about their clients' locations so they can target these clients individually.* Location based marketing is a marketing method *h#p://smallbusiness.chron.com/loca4onbased-­‐marke4ng-­‐25650.html  
  • 12. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl flickr:  dullhunk  
  • 13. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Local search
  • 14. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Searches
  • 15. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl “Local search”
  • 16. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl 20% of all Google searches have a local component (maybe  even  more!)   Flickr:  archangel  12  
  • 17. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl And 40% of mobile local searches is local Could  be  as  much  as  50%?  Flickr:  FaceMePls  
  • 18. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Half of local searches leads to a sale 30%  of  mobile  local  searches  concerns   restaurants   Flickr:  neilarmstrong2  
  • 19. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing…on social media
  • 20. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Facebook? Twitter? Instagram? Foursquare? Pinterest? Other…? Show of hands: does your phone have an app for:
  • 21. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Jan 2014: 1,4 mln Dutch accounts 536.000  daily  users   Geotagging on social media
  • 22. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl I show other Instagrammers where I am I post to Facebook and show my friends where I am I show Instagram that the geodata of this place is correct I may even create a new geolocation! I show Instagram where I, user @eljakdaae, am now... In relation to where I was before I tell Instagram & the world what I like I review this particular coffee place and help refine data I show Instagram users and my friends that I like this coffee place – they should go I let Instagram use my data and sell it to others (+ Facebook) What happens when I geotag my coffee break?
  • 23. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Geotagging on social media
  • 24. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
  • 25. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
  • 26. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl
  • 27. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Flickr:  walkingsf  
  • 28. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing in B2B Relevance?
  • 29. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Location based marketing in B2B Users   Branding   Big  data   Local  search   Enrich  databases   Drive  traffic   Find  stuff!     Find  places!   Find  your  way!   Connect  &  be   social   Drive  engagement     Get  info   Op4mize  service   &  campaigns   Sell  data  
  • 30. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Target audiences? Goals?
  • 31. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Target audiences & goals Improve online findability Customer service Engage local customers Target audience info for optimization Branding Employees (current & future) Relevance of location (city marketing, port?)
  • 32. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl IBM
  • 33. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl IBM
  • 34. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl City marketing
  • 35. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @Rotterdam
  • 36. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @Philips
  • 37. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @Philips
  • 38. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Nasa @...
  • 39. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Engagement: user generated content (Insta)
  • 40. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl @port of rotterdam (Fsq)
  • 41. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Employees as ambassadors (Fsq)
  • 42. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Engagement
  • 43. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl Next steps?
  • 44. Location based marketing | Rotterdam Business School MBA Program | 15 January 2015 | @eljakdaae | @elja1op1 | www.eljadaae.nl www.eljadaae.nl www.frankwatching.com @elja1op1 @frankwatching 1op1@eljadaae.nl @eljakdaae @frankwatching Facebook.com/marketingadvies of: /frankwatching LinkedIn: Elja Daae Google+: Elja Daae Zet je zaak op de kaart in 60 minuten Connect!