Geo Location Mobile Social Networking

8/9/2019 Geo Location Mobile Social Networking

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Presented by Jodi Gersh

Content Manager, Gannett ContentOne

Geo Location andGeo Location andMobile Social NetworkingMobile Social Networking


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y Rise of Mobile Social Networking

y

Geo Location and Location BasedServices (LBS)

y How We Can Utilize LBS

y Revenue Opportunities

y Q & A


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MobileMobileSocial NetworkingSocial Networking


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Growth of social networks and forecast into 2014


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Logic statement:

If the popularity of social networks has grown

and

The use of mobile phones has grown

then

Mobile social network usage has grown

Mobile Social Networking


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Mobile Social Networking usage has grown exponentially


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Wh at is GeoWh at is Geo- -Location?Location?


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Geo Location &

Location Based Services (LBS)

A location-based service (LBS) is aninformation and entertainment service,accessible with mobile devices through themobile network and utilizing the ability tomake use of the geographical position of themobile device (GPS)

- Wikipedia


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These services have been available for a few yearsnow.

Geo Location &Location Based Services (LBS)

Where To?


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Phones/devices to support location servicesforecast large growth


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y Years ago a few companies created the ability tocheck-in at a location using your mobile phone.y Brightkite was founded in 2007. Users "check in" at

places by using text messaging or one of the mobileapplications and they can see who is nearby and who hasbeen there before.

y The Check-In isnt widely adopted at this time

The Check-In


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E nter gaming dynamics

Foursquare was founded in 2009y Pointsy Badgesy Mayorshipy Tips and To-Dos

Mobile Location Gaming


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Nearby LocationsPoints for Checking In

Mayorship


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y Offers /DealsSocially savvy local

businesses decide tocash in

Location Gaming E volves


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Local Deals and Offers


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Restaurant Owner Increases Sales by 110% with FoursquareSwarm Badge Party

Last week, restaurant owner Joe Sorgeattracted 161 Foursquare users at thesame 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 moreimpressive is the fact that the restaurant more than doubled its typical Sunday sales, with an increase of 110% that day.

Cashing In?

Source: MarketingToolsCentral


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y Gowallay Loopty Whrrly Brightkitey MyTown

Beyond Foursquare

Foursquare just passed 1 million users

Gowalla ~250k, Loopt ~25k, Whrrl 100 million

Facebook > 400 million active users


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y Trips

y Items

Gowallas Take on the Location Game


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Closer Look at Gowalla


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Foursquare is first in this area. The Headlines:

y Bravo And Foursquare Are T he Mayor Of Your TV y

Foursquare's New Frontier: Newspapers (Canadas Metro News)y Harvard on Foursquarey BAR T Checks In on Foursquare for Mass T ransit Promotiony Foursquare and SPIN Magazine T urn SXSW Into Musical Scavenger

Hunt y T he New York T imes and Foursquare Partner for the Olympicsy Financial T imes Goes After Young Guns With New Foursquare Deal y M TV , V H1 Ink Deal With Foursquarey Foursquare Snags A Deal With T he T oday Show

B usiness Partnerships

Pop Up


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Brightkite T eams Up With Starbucks For Deals & Badges

Others Start Partnerships

Gowalla Partners with National Geographic and Washington Post for Branded T rips

Gowalla Follows Foursquare's Lead with Real-Life Incentives


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Serendipitous Deals For All

y Rather than only rewardingMayors, Gowalla is testing themore random reward.

y When a person checks inthrough Gowalla at any U.S.-based Best Buy or Apple Store,theyll automatically have achance to win a free 4 GB E ye-Fi card.


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Loopt Star Deals

y Loopt Star is all about gettingrewarded for going out andexploring the world with your friends.

y Check In twice to any Gapadult store on Loopt Star and

instantly receive 25% off your purchase.


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H istorical Contenty The History Channel created

tips on Foursquare that sharehistorically significant facts with

users when they check into alocation of note, for instancethe first building that bought anOtis elevator.


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H& M Virtual Goods

y H&M partnered with LocationGame MyTown and offeredvirtual goods to users withinthe vicinity of H&M stores.


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Gannett Jumps In


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Location andJournalism


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Mashable.com recently published a post called7 Ways Journalists Can Use Foursquare

1. Finding T argeted Contacts2. Breaking News3. Sourcing Information From T ips4. Learning About People Youre Profiling 5. Discovering and Monitoring T rends6. Publishing and Distributing Content7. Crowd sourcing News and Rewarding Readers with Badges

Lets take a closer look at a few of these

W ays Journalists Can Use L B S


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B reaking News

Zach Seward,

T he Wall Street Journal outreacheditor, said that Foursquare works particularly well

for breaking news that is specific to a location.

Can we use L B S for


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WUSA9 Digital Correspondent Checking in on Foursquare


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Publishing and Distributing Content

y News organizations are using location tips to link tocontent. Frequently, this takes the form of dining tipsconnected to restaurant reviews. Followers can click on alink to get more information about the restaurant.

y

Individual journalists can provide similar value by offeringtheir expertise in tips and linking to content that they haveproduced for more information.

-Mashable



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Crowd sourcing News & Rewarding Readers with B adges



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Revenue

Opportunities?

Photo courtesy of Flickr: borman818


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Statisticsy Ten percent of the cell phone owners surveyed

use mobile location services at least once a

week.y Sixty-three percent of Apple iPhone owners use

location services at least once a week.y Adults ages 25-34 are frequent users of location

services, with 22 percent using them at leastonce a week.

Luth Research Results, April 2010


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Location and Advertising


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y Sell businesses into location based appsDeals/Coupons

y SponsorshipsInclusion in Trips

y Branded badge/sticker campaigns

y New modelsPay Per Check-in?

Location and Revenue


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y Gannett Social Media SharePoint sitehttp://sps.gannett.gci/areas/ContentOne/SocialMedia

y Subsite specifically dedicated to Geo/Location

y Jodi Gersh, [email protected] ,@jodiontheweb

y Gannett Monthly Social Media newsletter (if you dont already receive it, email me and I will add youto the distribution list)

Gannett Resources


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Documents

Geo Location Mobile Social Networking