WHATS ALL THE HYPE?

GEOMARKETING AND LOCATION BASED SOCIAL MEDIA

Users share their location with friends, record places they visit, leave tips, earn rewards, and announce their interest in YOUR BRAND to the world.

Aka-Aki, Belysio, Bliin, Blumapia, Blummi, Brightkite, Buddy Beacon, Buddycloud, BuddyMob, BuddyWay, buzzd, Carticipate, Centrl, CitySense, ComeTogethr, Dodgeball, Dopplr, Duzine, EagleTweet, FindbyClick, FindMe, Flaik,Footprint History, FourSquare, Foyaje, Fraced, Friend Mapper, Friends around me, Friends on Fire, GeoMe, GeoSpot, GeoUpdater, Glympse, Google Latitude, Gowalla, gpsME, Grindr, Groovr, GyPSii,ICloseby, iPling, Ipoki, IRL, Jentro, Junaio, LightPole, Limbo, Locaccino, Locatik, Locatrix, Locr, Locle, Loki, Loopt, MapMe, Map My Tracks, Match2Blue,MeetMoi, Meet Now Live, Microsoft Vine, Mizoon, Mobilaris, MobiLuck, Mologogo, Moximiti, My Adventures, MyGeoDiary, MyGeolog, Myrimis, myWingman, NAV2US, Now Here, Nulaz, Ovalpath, Plazes, Pocket Life, Pownce, Quiro, Qlique, Rally Up, Rummble, Shizzow, Skobbler, Skout, Sniff, Snikkr, Socialight, Sparrow, Spot Adventures, SpotJots, Stalqer, The Grid, Toai, Tonchidot, Toodalu, Tooio, TownKing TownQueen, Trackut, Trapster, Tripit, Troovy, Tweetsii, Twibble, Twinkle,Twittelator, Unype, VicinityMatch, Waze, weNear, WHERE™, Whereis Everyone , WhereYouGonnaBe, Whrrl, Zhiing, Zintin

LOCATION BASED SOCIAL MEDIA (LBSM)

There are MANY in this space. We have focused on the three we felt are headed to the top. MyTown and Loopt are still big contenders. Also, this has been called many things – geo-loco, loco-social… we have no idea what will catch on, but we’ll use LBSM for now.

GEOMARKETING

Businesses provide real time, direct advertising to customers

engaged in LBSM

Check out our blog post: http://efmexperience.com/html/blog/welcome-back-to-social-town/ to learn more.

DUKING IT OUT

In just the last 6 months, LBSM users have doubled for the “big three”. Why isn’t Yelp here? Its LBSM features are too new, but with their following plus all the reviews it has available, we’re sure their check-in stats will be just as impressive.

GEOMARKETING IS FOR SMART PHONE USERS

90% of customers identify word of mouth as the best, most reliable and trustworthy source of ideas and information about products and services

45% look at 3rd party reviews with their phones when in stores

43% Look for retailer coupons with their phone

SMART PHONES + SOCIAL MEDIA = NEW WORLD

Since 2007, internet’s environment has changed from a “creating” landscape (blogging, content creation focused) to “chatting” (sharing, discussing through channels). LBSM continues with this trend.

SMART PHONES + SOCIAL MEDIA = NEW WORLD

To non-explicitly brag about coolness and/or importance, based on where

they eat, drink, work, and travel.

Get free stuff

Be found

WHY CHECK IN?

WHY WE LIKE IT

LISTENING = GOOD

Though most LBSM conversations are private, you CAN view what they’re saying about your business when they share it to Twitter --- listening is the first step in communicating.

HIGH TECH SAVVY SHARERS

Young, trend-setting, with a lot of disposable income. Notice how they look like they have jobs and all are using smartphones?

ENGAGEMENT, SHAREABILITY, LOYALTY

LBSM is the digital version of direct marketing, think CAMPAIGNS.

REAL AND DIGITAL WORLDS COLLIDE

In Vegas at the Miracle Mile Shops, the mayor is plastered on a digital billboard. Promote engagement in any which way you can. People like to interact.

1. Learn the platforms

2. Determine your goals

3. Establish your presence

4. Customize

5. Implement promotions

6. Engage with customers

7. Track

8. Adapt

STEP BY STEP

Visit http://mashable.com/2010/03/15/location-based-marketing/ for more details. But use this method before you take on ANY online marketing campaign – in LBSM or otherwise.

• Increase foot traffic to a physical location

• Promote/Sell more of a particular item

• Acquire new customers

• Increase repeat customers

GOALS

These are some goals you may have for your LBSM campaign, your goals may be different – just make sure you know what your goals are!

There are hundreds of location based social media applications, these are the three that we feel hold the most opportunity for marketers today.

FOURSQUARE

• Share location with friends and social networks

• See where friends and others in your area are hanging out

• Read & leave tips

Rewards

• Earn Points and Badges

HOW IT WORKS

Foursquare has earned the top spot in marketing buzz so far, and the user base has exploded in recent months.

• Recent visitors

• Frequent visitors

• Time of day people check in

• Unique visitors

• Check-ins per day

• Gender breakdown

• Check-ins broadcast to Twitter and Facebook

• …more coming soon!

ANALYTICS

Sign up to manage your business on Foursquare, and these will be available to you for free.

• Check-in: Foursquare says you've been here 10 times. Free drink for you! Get 30% off the first time you check-in!

• Wildcard: Show us your Foursquare Swarm badge and get a free drink!

• Raffles: Checks in for a chance to win an iPad

• Digital punch cards: Check in 5 times, get a free coffee

SPECIALS

Get creative! Foursquare users are proud to show off their accomplishments, and happy to get something in return.

GOWALLA

HOW IT WORKS

• Share where you are with your social networks

• See where friends and others in your area are hanging out

• Read/leave tips & photos

• Passport records check-ins and rewards

Gowalla is targeting more of the travel and event sector than the other LBSM apps.

Stamps: Checking-in

Pins: Completing goals

Trip Pins: Completing trips

Items: Leave or pick up

EARN. COMPETE.

All of the branded stamps and buttons require a strategic partnership with Gowalla. It takes a bit of luck to connect and partner with Gowalla, but if you have a value proposition for them, they may take your call .

YELP

•Combined review/reputation management site with LBSM

•Has a business model

•Huge, established user base with Elite users

SERIOUS CONTENDER

With 11 million local reviews and iPhone app use of 1.4 million visitors in just one month (May 2010-June 2010), Yelp has what the rest don’t – a great reputation and established user base.

Earn badges

Yelp Royalty

Friends opt-in to push-notify them when you check in

Map with friends’ check-ins

YELP AS LBSM

This is VERY new – there are not many stats of how many Yelpers have caught on to this new feature. However, if it does catch on as fast as the others, Foursquare and Gowalla should be nervous.

ANALYTICS

How many people used Yelp’s app to:

• View your business

• Call your business

• Get directions to your business

• “Check in" to your business

These analytics are powerful in understanding your ROI in this market. Analyze and adapt to see what tactics best fit your company.

LET’S NOT GET CARRIED AWAY

•Difficult to customize promotions

•Working with Startups (resources are stretched)

•Challenge yourself to work within their sysems

This is the ugly truth and we hope this will change in the near future. But don’t get discouraged – work with what you have access to – it will pay off!

CASE STUDIES

AJ Bombers & Jimmy

ChooThe Nets

Too new to find any

The Foursquare case studies can be applied to any business. The Gowalla case study requires strategic partnership with Gowalla. If you have a Yelp case study (with LBSM), tell us about it! Twitter @efactormedia.

FOURSQUARE

The following case studies did not need a Foursquare partnership to complete (no special branding here). These are all great examples of getting creative with LBSM and reaping the rewards. Remember to use your other established social media channels!

1. “Earn Swarm Badge at AJ Bombers!”

2. Create a Tweetup

3. Promote socially

4. Trust the Foursquare Network

AJ BOMBERS SWARM

• 161 Enthusiastic Customers

• Great PR

RESULTS

Plus that’s 161 customers who ate, drank, and shared their experience through their network. If each had at least 100 friends and followers, that’s 16,100 possible people who heard about a fantastic experience at AJ bombers that evening.

Catch a Choo!

JIMMY CHOO

• Representative announces location via Twitter, Facebook, and Foursquare

• She must be found with the trainers to win

• Approach her and say, “I’ve Been Following You.” to win (must be first)

Jimmy Choo used all of their active social media channels to promote Catch a Choo. Over an 8 week period, people were hunting her down until the very end.

•4000 participants

•Heart warming twist

RESULTS

Jimmy Choo was able to promote their new trainers across all their socials channels in an engaging, fun way. The winner actually gave her trainers to a friend with cancer as a pick-me-up.

GOWALLA

Challenge:

•Broke NBA record for most losses and had lowest attendance in NBA in 2010

Campaign:

•Targeted 75 mile radius – NY and NJ sports bars, parks, and gyms

•Distributed 250 pair of virtual tickets

•At the game winners directed to Gowalla booth

THE NETS SUCK

Obviously, the Nets partnered with Gowalla for this one. They created branded virtual Nets items, and dropped them in strategic locations which could only be found if you are a Gowalla user.

•500 tickets distributed / 76 used (15.2% attended)

•Positive brand sentiment - 89.5% of winners shared experience in their social networks

•Profits in sales of concessions, merchandise, and parking

THE BRAND FARES BETTER THAN THE TEAM

These results are comparable to a decent email blast or banner ad click-through rate.

LIFETIME BRAND VALUE

Remember, these are tech savvy smart phone users! They shared their Nets experience across all of their social media channels.

SIMILAR BUT DIFFERENT

Royalty, Badges

Mayor, Badges

Stamps, Pins, Items

As you can see, earning rewards is the big pull for LBSMs.

SIMILAR BUT DIFFERENT

All of the above LBSMs broadcast check-ins (with a link to the location except Yelp links to the review) to Facebook and Twitter.

LBSM & APIs

With APIs (Application Programming Interfaces) developers can:

•Build applications with LBSM data

•Pull data into your site

Share information with those who don’t use LBSMs by adding the open API data to your website. Visit the Brooklyn Museum example at: www.brooklynmuseum.org/community

WE HAVE CONCERNS

Fatigue: are consumers tired of the social media hype (it’s just one more “thing”)?

Privacy issues with people knowing where you are all the time

Businesses need to remember to teach everyone from managers and staff of the promotion(s) and to promote to their customers

Awareness of what these applications are and how to use them, habit of “checking in”

BEFORE YOU BEGIN

Have you defined a Marketing Strategy?

Do you have the resources to succeed?

Are you location-based? (Event or Storefront)

Are you currently engaged in Social

Media?

Is your customer base smartphone users?

•Capture users before your competition does

•Attract tech-savvy, social customers with disposable income who like to talk about brands

GET IN ON THE ACTION

WHAT QUESTIONS DO YOU HAVE?

@efactormedia

@debhanamura

@morgangrahamEFM

mgraham@efactormedia.com

www.efmexperience.com