Location Based Services at ASBTDC

BlueZooWebsites.com

Twitter.com/ccondray

1/26/2011

Collin Condray 15 years experience in web

development and programming

Retail data analysis for multi-billion dollar companies (3M and Tyson)

Social media marketing Agency experience with

Collective Bias and Saatchi X Local speaker at University of

Arkansas, JBU, & Webster University

Currently Director of Technology at Blue Zoo Websites

Introductions

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Who do you work for?

What do you do?

What is your experience with social media or location based services?

What do you hope to get out of today’s session?

Please Ask Questions!

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Would you like to… Get more word of mouth

about your organization?

Reward your best customers and secure their loyalty?

Let your strongest fans become public ambassadors?

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Would you like to… Have someone handing out

flyers on every corner 1000 ft around your location?

Get more traffic from search engines?

Have another way to generate content on social networks?

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Location Based Services (LBS)

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How do LBS work for visitors? Users “check in” to a location,

primarily using their smartphone’s GPS.

Customized messages about what they’re doing can be sent to people who check in

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How do LBS work for visitors? Location

Items/Rewards

Societies/Groups

User generated content

Reviews

Pictures

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How do LBS work for visitors? Check in notifies all the

friends on the service

Most connect to Twitter and Facebook automatically

Average Facebook user has 140 friends; they can be notified for every check in.

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How do LBS work for owners? Locations claim their

location and manage specials

Manage local activity through the LBS site

Make sure you claim your own organization to prevent squatting

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How do LBS work for owners? Most LBS have widgets for

your website to allow cross promotion

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Why are LBS important?

1.21.4

1.6

4.6

Landline Telephones

Television PCs Cell phones

Users in billions

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Why are LBS important? Number of those using

LBS tripled between 2009 and 2010.

14Source: eMarketer

Why are LBS important? Number of mobile social

network users is expected to increase 27% this year.

iPhone moving to Verizon, growth of the Android OS, and new tablets will create more demand.

15Source: eMarketer

Why are LBS important? Make choices of where to go

based on other people’s feedback.

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Who’s using LBS 7% of adults who go online

with their mobile phone use LBS

8% of online adults ages 18-29 use location-based services

10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).

6% of online men use a LBS vs. 3% of online women.

17Source: Pew Internet Research Center

Who’s using LBS Among online adults,

62% use a social networking site such as Facebook. 6% of these users use LBS.

24% of online adults make updates using Twitter or another service. Ten percent of these status update site users use a location-based service, over twice the rate of the general online population.

18Source: Pew Internet Research Center

Mobile phone users say they’d use LBS

Only 13% would not find LBS useful in some capacity.

19Source: eMarketer

What the experts are saying “Go back three years ago.

Twitter was being used by the same crowd that is playing with Foursquare today…. But I think this lame little location game is going to be bigger than Twitter.”

Robert Scoble, @Scobleizer, January, 2009

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LBS Concerns Privacy

Which people can see updates: everyone or just friends?

Same rules as status updates

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LBS Concerns Anyone can leave a

message without your permission. Need to be aware of what your customers are saying.

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LBS Concerns

Lack of business adoption

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Facebook Places One of the newer services

Large user base (500 million)

Already built into the existing Facebook app so visitors are more likely to have it

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How are they social? Posted to your wall for

friends to see

One of the few that is not GPS based

Friends can check you in (even if you’re not there)

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Check In Click the Places option

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Friend activity Note nearby friends and

when they checked in

Not required to actually be there

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Check In Find local places

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Check In You can check in your

friends, and they can check you in as well.

Option to leave a message or photo for your wall to let other people know what you’re doing

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Why should you use Facebook Places?

Multiple ways to offer deals

Deals and donations are offered by individual businesses.

Friend deals require tagging a number of friends to share savings.

Loyalty deals require multiple check-ins, similar to a traditional punch card.

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Foursquare One of the original LBS so it

is well recognized

Many more places mapped out

Second biggest user base (4 million) after Facebook

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Check In Shows what your friends are

doing

Option to join them

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Check In Find your location.

See if there are nearby specials

Not necessarily real names. “Chez Smith” might be someone’s house.

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Check In Tap through to nearby

specials

Current mayor

Tips about local places

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Check In View the special

May require something special to unlock

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Check In Leave your own message or

photo

Share with friends within Foursquare and on other social media networks like Facebook and Twitter

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Check In Encourages multiple logins

with social gaming

Mayor, first stop bonuses

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Earn Badges Based on volume of use at

certain locations

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Leaderboard Competition See how your friends are doing

Competition encourages more check ins

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Why you should use Foursquare Size of user base

Get a window cling or a QR bar code to remind users to check in

Free to register your location and offer deals

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Location Resources Mayor specials

Frequency based specials after a certain number of check ins

Check-In offers

Wildcard specials are always unlocked, but there is some condition that an employee has to verify.

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Location Resources Provides analytics with

traffic, frequency, time of day, and comments

Start tracking user activity immediately

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Case Study Foursquare is helping

promote tourism in Chicago.

Unique badges

Encourages new people to visit certain places

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Gowalla One of the newer services

Smaller user base (390,000 users)

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How are they social? Has gifting built into it.

Virtual souvenirs or icons that can be traded with friends or hidden for the next visitor

Encourage users to follow Trips to visit multiple places and stamp their Gowalla Passport.

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Check In Shows what your friends are

doing

Option to join them

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Check In Display nearby locations

Locations are categorized as restaurant (e.g. family, American, Asian), bar, convenience store, etc.

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Trips Multiple location check ins

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Pins For completing certain tasks

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Check In Location statistics

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Check In Leave your own message

Share with friends within Gowalla and on other social media networks like Facebook and Twitter

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Why should you use this service? Gowalla now supports

checking in on both Facebook Places and Foursquare in addition to sharing with both Twitter and Tumblr.

Multiple location feature. Good if you have more than one physical location or partners.

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Case Study

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Whrrl Relatively small user base

(350,000 users)

Based around a story known as a footstream.

Others can contribute to a story as well.

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How are they social? User generated societies. Some

societies are joined automatically when a check in occurs

Shared reviews

User comments within Footstreams

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How are they social? Point based system with a

leaderboard

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Check In Check ins also include

recommendations from other users at nearby places

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Check In User recommendations

accepted

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Check In Recommendations for the

next stop

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Check In Range of notifications

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User Generate Recommendations Can be positive or negative

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Check In Syndicate back through

Facebook and Twitter

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Win instant prizes Checking in gives you the

details of how to win the prize

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User Generated Actions Get extra points by completing

tasks people who have been there before have proposed

You can also make recommendations that will get you points if other Whrrl users complete them

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Society Participation Belonging to a society gets

you rewards.

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Multiple logins are encouraged More logins and earning more

points give you improved win options

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Not every visit is a winner Encourage multiple visits.

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Case Study Win a chance for free gas a

Murphy Oil.

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Why should you use this service? Building a community

around shared interests and events.

Multiple reward opportunities

Good for documenting events such as concerts after checking in.

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Other Services SCVNGR

Yelp – local search and user reviews

Twitter

Google Latitude

Stickybits-Social barcodes

Urbanspoon

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Group Buying Lets shoppers “gang

up” on a deal.

Retailers get guaranteed customers.

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Listen

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What are your customers saying about you on location based services?

Check into your own location.

Is there anyone already passionate about you?

Engage

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POST

People

Objectives

Strategy

Technology

People

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What are you customers ready for? Do the demographics match?

Do you see a lot of people at your location with smartphones?

How open to sharing are they?

Objectives

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What are your goals?

Listening

Get insights

Talking/broadcasting

Amplify existing marketing initiative

Supporting

Embracing – integrate your customers

Strategy

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What change do you want your customers to make?

Carry messages to others

Engage more with your organization

Incentives What would your users

consider a “wow” they must share with their friends?

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Employee training Make sure employees:

Remind visitors to check in.

Understand how to redeem special offers.

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Technology

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What LBS should you use?

Reach

Storytelling

Incentives

Measure

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Number of check ins

Key influencers, who’s talking about you

Measure

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What are they saying? (wordcloud)

Good vs. bad comments? Are the number of good comments going up?

What can you do with the measurements?

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Customer service

Correct misinformation

What is it that the community has an interest in that is not currently being discussed online?

“Geez, one bad employee can really ruin your day!”

Reacting to Measurements

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• Generate awareness among customers and other community members about your organization

• Increase employee awareness

Reacting to Measurements

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• Keep content/interactions helpful, fun, and inspiring

• Increase impressions from multiple sources on a variety of platforms

Blog.BlueZooWebsites.com

Twitter.com/ccondray

1/26/2011