Location-based services: why you should "check in"
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Transcript of Location-based services: why you should "check in"
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Location-based services
Why you should “check in”
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What are location-based services?
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Why LBS are catching onReal-time updates are the norm
Smartphones are ubiquitous
Consumers get a personalized experience
LBS easily integrate with existing social networks
The check-in model allows for “push” updates
“2010 Will Be the Year of Location” – Dillon Amburgey’s Blog, 1/11/10.
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The check-in model solves for several concerns Privacy Accuracy Context Frequency
“Why Gowalla and Foursquare are kicking Google’s ass in location – the check-in model” – Gustav’s Mindshare, 12/30/09.
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Check-in apps
Ease of UseSocial Media Integration#2 Location accuracy#1
Opportunity to earn dealsStatus features Friend connectivity
#2
Ease of useOpportunity to earn dealsStatus featuresFriend connectivitySocial media integration
#1
“Which app does check-ins best?” – Mashable.com, 06/10/10.
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Another check-in app: Yelp
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“Which check-in service attribute is most important to you?”
“Which app does check-ins best?” – Mashable.com, 06/10/10.
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LBS usage rates
SERVICE UNIQUE VISITORS AS OF 05/10 % CHANGE, YOY
Yelp 9,793,743 +20%
Foursquare 1,395,341 +29,394%
Gowalla 218,183 +10,998%
BrightKite 93,394 -13%Compete.com, 6/17/10
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Key questions about LBS Will LBS reach critical mass?
PRO: recent strong growth rates CON: lack of widespread usage among casual
users
Can LBS be a useful mass marketing tool? PRO: capability for reach, word-of-mouth CON: not without critical mass
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Do LBS make sense for your business? If you own a brick-and-mortar retail business If you are comfortable being a first- or second-
mover in your industry If your customer base is social in nature If you are a niche business, or intend to use
LBS to support targeted efforts If you need a surefire way to engage
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5 simple ways to integrate LBS into your existing marketing efforts
1. To reward loyalty2. To increase customer base3. To manage cyclical business declines/slumps4. To foster buzz/word-of-mouth5. To differentiate among competitors
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8 Foursquare promotion ideas for your business1. Like a loyalty card. “Free x for every x number of check-ins.”
2. As a bonus or upgrade. “Free x every time you check-in on Foursquare.”
3. As a way to boost foot traffic on slow days. “40% off on Wednesdays when you check in on Foursquare!”
4. As an incentive to first-time visitors. “Free x the first time you check-in.”
5. As an incentive for repeat visitors. “The Mayor (the person with the most check-ins in the last 3 month period) gets free x.”
6. As an incentive for bringing friends. “Free x if you check-in with more than 3 people.”
7. As a vehicle to give out something unique. “Limited edition x if you check-in on Foursquare!”
8. As an added value for your sponsors. Having a conference? Offer attendees the ability to check in at each of your sponsor’s businesses to get half off their admission fee.
“8 Foursquare Promotion Ideas for your Business” – BeingCheryl.com, 4/15/10
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How merchants are leveraging LBSStarbucks
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How merchants are leveraging LBSSephora/Bravo
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How merchants are leveraging LBSExplore Chicago
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How to measure success
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The future of LBS?
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Questions?
Carolyn Maul@CarolynMaul
savvysocialist.com