2. Collin Condray
16 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
3. Introductions
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?
3
5. 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?
5
6. 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?
6
8. 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.
8
9. How do LBS work for visitors?
Location
Items/Rewards
User generated content
Reviews
Pictures
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10. 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.
10
11. 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
11
12. How do LBS work for owners?
Most LBS have widgets for
your website to allow cross
promotion
12
13. Why are LBS important?
Users in billions
4.6
1.6
1.4
1.2
Landline Television PCs Cell phones
Telephones
13
14. Why are LBS important?
Number of those using
LBS tripled between 2009
and 2010.
Source: eMarketer 14
15. 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.
Source: eMarketer 15
16. Why are LBS important?
Make choices of where to go
based on other people’s
feedback.
16
17. 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.
Source: Pew Internet Research Center 17
18. 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.
Source: Pew Internet Research Center 18
19. Mobile phone users say they’d use
LBS
Only 13% would not find
LBS useful in some
capacity.
Source: eMarketer 19
20. 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
20
21. LBS Concerns
Privacy
Which people can see
updates: everyone or just
friends?
Same rules as status
updates
21
22. LBS Concerns
Anyone can leave a
message without your
permission. Need to be
aware of what your
customers are saying.
22
26. 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
26
27. 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)
27
31. 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
31
32. Why should you use Facebook
Places?
Multiple ways to offer deals
Deals and charity 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.
32
34. Foursquare
One of the original LBS so it
is well recognized
Many more places mapped
out
Second biggest user base (8
million) after Facebook
34
35. Check In
Shows what your friends are
doing
Option to join them
35
36. Check In
Find your location.
See if there are nearby
specials
Not necessarily real names.
“Chez Smith” might be
someone’s house.
36
37. Check In
Tap through to nearby
specials
Current mayor
Tips about local places
37
38. Check In
View the special
May require something
special to unlock
38
39. Check In
Leave your own message or
photo
Share with friends within
Foursquare and on other
social media networks like
Facebook and Twitter
39
40. Check In
Encourages multiple logins
with social gaming
Mayor, first stop bonuses
40
43. 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
43
44. 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.
44
45. Location Resources
Provides analytics with
traffic, frequency, time of
day, and comments
Start tracking user
activity immediately
45
46. Case Study
Foursquare is helping
promote tourism in Chicago.
Unique badges
Encourages new people to
visit certain places
46
48. Gowalla
Newest of the original
services
Smaller user base (1
million users)
48
49. 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.
49
50. Check In to “Spots”
Shows what your friends are
doing at a “Spot”
Option to join them
50
51. Check In to “Spots”
Display nearby locations
Locations are categorized as
restaurant (e.g. family,
American, Asian), bar,
convenience store, etc.
51
55. Pins
Challenges
Visit 10 pubs to earn the “Pub
Crawler” pin
Trips
“Thrill Seekers Unite Trip” after
visiting all of the most thrilling
rides at Disneyland
55
56. Virtual Items
Good for people with
items but no location
For specific items and
locations
Example: Tazo Tea and
Whole Foods
56
58. Check In
Leave your own message
Share with friends within
Gowalla and on other social
media networks like
Facebook and Twitter
58
59. 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.
59
75. Location Based Deals
Lets shoppers “gang up”
on a deal.
Retailers get guaranteed
customers.
Speculated that
Groupon will use
Whrrl’s check in
technology to facilitate
location based deals.
75
76. Location Based Deals
Facebook adding a Deals
feature
Brand sponsored
checking
Location specific
Facebook ads
76
77. Other Services
Yelp – local search and user
reviews
Twitter
Google Latitude
Urbanspoon
77
78. Meta-Services
Footfeed
Foursquare
Gowalla
Facebook Places
Google Latitude
Gowalla
Checks you into
Foursquare
78
81. Listen
What are your customers
saying about you on
location based services?
Check into your own
location.
Is there anyone already
passionate about you?
81
82. Engage
POST
People
Objectives
Strategy
Technology
82
83. People
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?
83
84. Objectives
What are your goals?
Listening
Get insights
Talking/broadcasting
Amplify existing
marketing initiative
Supporting
Embracing – integrate
your customers
84
85. Strategy
What change do you
want your customers to
make?
Carry messages to
others
Engage more with your
organization
85
90. Measure
What are they saying?
(wordcloud)
Good vs. bad comments?
Are the number of good
comments going up?
90
91. What can you do with the
measurements?
Customer service
“Geez, one bad employee can
really ruin your day!”
Correct misinformation
What is it that the community
has an interest in that is not
currently being discussed
online?
91
92. Reacting to Measurements
• Generate awareness among
customers and other
community members about
your organization
• Increase employee awareness
92
93. Reacting to Measurements
• Keep
content/interactions
helpful, fun, and
inspiring
• Increase impressions
from multiple sources on
a variety of platforms
93