I was the speaker/educator for Location Based Marketing at @DWExpo with a focus on Foursquare. This year DWE returns to the Mirage Sep 27-29. More info at http://www.digitalworldexpo.com

1. Location Based Marketing
@JohnMischief
Digital World Expo
September 26, 2011

2. What is Location Based Marketing?
• The ability to market your business to users in
your direct geographical vicinity.
• Apps like:

3. G.P.S. – The Key to L.B.S.
Global Positioning System (GPS)
• U.S.-owned utility that provides users with positioning, navigation, and timing (PNT) services.
• This system consists of three segments:
Space Segment
• 24 operating satellites transmit one-way signals that give the current GPS satellite position
and time.
Control Segment
• Worldwide monitor and control stations that maintain the satellites in their proper orbits
through occasional command maneuvers, and adjust the satellite clocks.
• Tracks the GPS satellites, uploads updated navigational data, and maintains health and status
of the satellite constellation.
User Segment
• Navigational Devices
• Phones
http://www.gps.gov/systems/gps/

4. www.gps.gov/systems/gps/performance/accuracy/URE.pdf

5. Geofencing
Cellphones or vehicles using GPS tracking
• Alerts
• A record of movement
• Blackberries equipped with geofencing
help track our merchandisers at SWS-
NV.

6. Welcome to
• Foursquare changed the face of LBS with one
simple idea: PEOPLE WILL DO
ANYTHING FOR A BADGE.
• And they will DEFINITELY
check-in for a Crown
• 10 Million plus users as of June 2011
• Over 1 Billion check-ins as of last week

7. How do I use ?
What can do for you?
• Specials Nearby
• Mayor Specials
• Check-In Specials
• Brand Pages
• Badges
mashable.com/2011/04/27/how-to-foursquare

8. @EllisCasinoLV uses

9. @EllisCasinoLV’s stats

10. Become a Superuser!
Apply at foursquare.com/user/upgrade
Superuser: Level 1
• edit venue addresses
• correct the map pin
• request venue merges & deletions
• close venues
Superuser: Level 2
• merge duplicate venue listings
• adjust the lat and long of a venue
• remove tags
• add a web address
• add categories

11. vs.
• Why some marketers
will NEVER use
foursquare…
• Foursquare is
winning the user
game
• Personal Notes – on
Gowalla
• Foursquare opens
API – Gowalla
integrates This info-graphic shows the state of the LBS war
after SXSW 2010 – 4SQ sentiments might be larger
but the chatter beat Gowalla by 4 to 1.

12. How do I market through ?
• works with stamps instead of badges
and can customize one for your business for
approx $150. Some examples include:
Users are awarded other
ways:
• pins for completing “trips”
• And by fulfilling certain
“challenges.” For
instance Checking into
10 bars, or riding all the
thrill rides at a Disney
park.
mashable.com/2011/04/13/gowalla-business

13. places is NOT dead!!
Places evolves into Parent/Child Pages
Corporate pages become a Parent and
each location becomes a Child page.
They are listed under the new
Locations tab.
Corporate news can be relayed on the
Parent Wall while individual Locations
can keep a local edge.
These are just for high-ticket
advertisers for now.
Smaller businesses can still claim their
locations via Places.
Facebook is cleaning up duplicate
places. Help them out.
http://www.allfacebook.com/dont-panic-facebook-places-and-deals-live-on-2011-08

14. Create your Deal!
simplyzesty.com/facebook/how-to-set-up-a-facebook-deal-for-your-business-do-it-today/
Facebook deals are just like foursquare deals - special offers
rewarded for checking into your establishment.
Once you claim your FB place, you can begin instituting
specials. Be creative and switch them monthly or weekly just like
your foursquare deals.

15. ! I need somebody!
• Yelp: The Good, The Bad and the Ugly
• 52 million monthly visitors to yelp.com
• Monitor and respond to criticism ASAP
• Keep info current – Directions
• Be active – Don’t wait for business to come to you
• A Yelp ad could be just the affordable solution
you’re looking for to increase sales! We’re talking
$300-$1000 for premium placement.

17. More than just a game…
• SCVNGR was launched in 2008 and founded
by 22-year-old Seth Priebatsch.
• It engages users on multiple levels completing
custom challenges for points ie.
– Have them twitpic a photo of your establishment
for 5 points – in effect sharing your business with
their 1000 friends
• Allows them to create challenges themselves

18. *case study*
How we used SCVNGR at a tweetup:
• The Goal: Tweet out the logo.
• Each SCVNGR solution unlocks the next clue.
• Result: 30 participants tweeted out the SINNER logo
to approx 30,000 followers.
Think outside the box when it comes to marketing
ideas.
mashable.com/2011/06/08/scvngr-marketing-guide

19. Whrrl is a tale of caution.
Whrrl was launched on July 10, 2008 by
Pelago.
A Geo-Social Network that centered on
societies which were customizable.
Games could be initiated when checking in
to a venue.
I watched numerous properties institute
Whrrl specials and sink a lot of time &
energy.
Whrrl was purchased by Groupon and
announced on April 18, 2011 that it was
suspending its services.
Watch where you focus your efforts.

20. This ain’t your mama’s QR code…

21. Any questions?
Check out my website: sinnermag.com
@JohnMischief facebook.com/JohnMischief gplus.to/JohnMischief
@SinnerMag facebook.com/SinnerMag gplus.to/SinnerMag
@SWSknows facebook.com/SWSknows gplus.to/SWSknows
@SWSReno facebook.com/SWSReno