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October Virtual Series: Checking In on 'Checking In'

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October Virtual Series: Checking In on 'Checking In'

  1. 1. Digital Moguls was by Kristin Bolton-Keys in 2011, when a group of marketers at a Fortune 500 company were determined to expand their digital knowledge. Over time, the group held several classroom style learning sessions covering: Digital Marketing 101, Blogging 101, SEO 101 and Takeaways from the 2012 SXSW Interactive Conference. Digital Moguls serves as a content hub providing innovative, intuitive and inspirational content for those seeking to share their knowledge and learn about digital technology and trends. Ultimately connecting people who want to learn, share and create digital experiences. 1
  2. 2. CHECKING IN ON ‘CHECKING IN’ Brought to you by: SCOTT STRULETZ, Exper t Contributor Twitter: @struletz October 16, 2012
  3. 3. AGENDA 1. Why do we check-in? 2. How do we check-in now? • To PLACES • To MEDIA 3. How will will we check-in in the future?
  5. 5. http://mashable.com/2012/06/22/s hare-too-much-social-media- infographic/
  6. 6. REMEMBER THE WATERCOOLER? We used to wait until these situations to talk with friends and share our thoughts.
  7. 7. But now we carry computers in our pockets everywhere we go which allows for instant ‘watercoolers.”
  8. 8. Our thoughts, opinions and ideas spread faster and farther than ever.
  9. 9. QUICK POLL Have any of you used a mobile app to check-in to a location? What type of phone do your have? If smart, what model? Ok- lets get back to business.
  10. 10. Our thoughts, opinions and ideas spread faster and farther than ever.
  11. 11. WORD OF MOUTH
  12. 12. http://www.ignitesocialmedia.com/social- media-promotion/why-people-share-content/
  15. 15. FOURSQUARE Founded: 2009 Founders: Dennis Crowley and Naveen Selvadurai Mission: “(foursquare) helps you and your friends make the most of where you are.” How it works: Use your mobile device to “check-in” at a location. By checking in you can: - Earn badges - Claim mayorships - Redeem specials - Read user tips And in the process, share your location with your friends / see what your friends are up to.
  16. 16. LOOK AT ME!!! At its core, foursquare is a way to share your location and tell people what you are doing. By pushing this information to twitter or facebook, you begin to build that word of mouth web.
  17. 17. BADGES Give yourself a pat on the back. foursquare users are incentivized to check-in with various badges for completing various activities. Some are built into the game, and some are sponsored by brands/companies.
  18. 18. MAYORSHIP Mayorships are awarded to the most loyal customers, and people who check-in the most at a given location according to a specific algorithm. Many businesses offer special offers to Mayors for being loyal customers who share with their friends often.
  19. 19. FOURSQUARE’S FOCUS TODAY The primary focus of foursquare today is the “Explore” functionality. Use foursquare to find the best of what’s around you through 1) your friend network, 2) what others are doing, 3) what businesses are incentivizing you to do through specials.
  20. 20. CASE STUDY- THE CONAN BLIMP For the launch of the Conan show on TBS, a Conan blimp flew across the country, equipped with the technology to create the first moving foursqure check-in location. 20k+ Check-ins 13K+ Unique users More check-ins than the Statue of Liberty and the Empire State Building combined.
  21. 21. CASE STUDY- TASTI D-LIGHT Tasti D-Light partnered with foursquare to integrate their check-in capabilities with the TDL loyalty card. When the loyalty card is swiped, the user is automatically checked-in on foursquare. Once a user reaches 50 check-ins, they receive a free cup or cone of ice cream.
  22. 22. 50 Check-ins for a free cone?! Not impressed.
  23. 23. FACEBOOK PLACES Founded (Places): August 2010 Founders: Mark Zuckerberg Mission: “immediately tell people about that favorite spot with Facebook Places. You can share where you are and the friends you're with in real time” How it works: Add your location to your Facebook posts. By checking in you can: - Tell friends where you are - Tag your friends - Redeem specials
  24. 24. CASE STUDY- REI Donations instead of deals Local giving for local partners $1 given to one of 68 local charities for each check-in (bumped up to $10 on Black Friday) Drove over 18K check-ins but fairly low engagement http://wordofmouth.org/blog/case-studies/how-rei-used-facebook-places-to-support- local-charities-live-from-blogwell
  25. 25. Again, for some people, this use of geo-location is not enough.
  26. 26. QUICK POLL #2 What deal sites are you most familiar with? Which is your favorite? Ok- lets get back to business.
  27. 27. SCOUTMOB Founded: Fall 2009 Founders: Dave Payne and Michael Tavani Mission: “to be purveyors of the local experience, connecting you to your city through hard-to-pass-up, location-based deals, hyper- local stories, event lists, and other such curious finds we collect along the way.” How it works: by confirming your location on your mobile phone, unlock deals at local businesses. Your presence is your payment.
  28. 28. WHAT MAKES THEM UNIQUE GROUPON MODEL SCOUTMOB 1. User pays 1. User does not pay Groupon directly for the deal 2. Easy to forget to 2. You don’t use it redeem deals until you’re there 3. 50% off teeth 3. 50% off local whitening and spots you would laser hair removal actually go
  29. 29. CASE STUDY- RISE SUSHI, ATLANTA Works great for businesses in difficult to reach locations. Increase in traffic and word of mouth well worth the per- transaction fee. Has renewed his promotion several times to keep a constant flow of new customers and to reward his loyal customers.
  30. 30. OTHER POPULAR LOCATION CHECK-IN SERVICES LevelUp Highlight Foodspotting Loyalty service Networking Find food nearby
  32. 32. QUICK POLL #3 How many of you have a second screen open while you are watching TV? What are you doing on your 2nd screen when you are watching on TV? Ok- lets get back to business.
  33. 33. “Nielsen reports that during the second quarter of 2012, 86% of tablet owners and 84% of smartphone owners in the United States said they used their second screen of choice while simultaneously watching TV at least once during a 30-day period.” http://www.cnn.com/2012/09/15/showbiz/tv/secon d-screen-tv-our-mobile-society/index.html
  34. 34. GET GLUE Founded: October 2008 Founder: Alex Iskold Mission: “to create a deeply personalized, social and connected experience around television, movies and sports.” How it works: check-in to the entertainment you consume using the web or your mobile device. Check-ins earn you: • Virtual stickers (you can request real stickers once a month) • Recommendations • Specials from certain partners Users can check-in to tv shows, movies, books, video games, sporting events, or music.
  35. 35. Rate shows and See what your read reviews friends are watching Select a media type and check-in Share it with your followers on social networks
  36. 36. CASE STUDY- TOP CHEF, SEASON 7 Over 20 unique stickers created throughout the season. “Top Chef” shot from #101 to # 4 in the Top Trending Shows list within 2 hours of the first sticker’s launch. Social reach of 1.7MM users in just 8 hours. http://blog.360i.com/social-marketing/get-glue
  37. 37. Not into stickers?
  38. 38. VIGGLE Founded: June 2010 Founder: Robert F.X. Sillerman Mission: built as “a loyalty program for television that gives people real rewards for checking into the television shows they’re watching” How it works: Check-in to tv shows using audio verification software on a mobile app. For checking in, users earn points that can be redeemed for various reward prizes. Additional points can be earned by playing follow-along games.
  39. 39. Find featured shows Real prizes available Device listens for and check-in for redemption- no audio fingerprint stickers here
  40. 40. Bonus points and special offers available to uses who link their Viggle and DirectTV accounts. Creates loyalty offering for both programming and cable provider.
  41. 41. OTHER POPULAR MEDIA CHECK-IN SERVICES Miso Into_Now Zeebox Social TV Check-ins Second-Screen Social TV interaction Engagement
  42. 42. THE FUTURE Higher adoption rates as more people own smart phones Security/Privacy concerns might impede growth Lean-back experiences will be favored over second screen Universality of rewards and engagement
  43. 43. WHAT CAN YOU DO TO GET STARTED? Download and test out some of the apps we’ve discussed Look out for decals on your favorite local businesses for check-in participation and promotions Check out streetfightmag.com for all the latest on hyper-local Think outside the box and have fun
  44. 44. QUESTIONS? Find me on twitter: @struletz