Beyond SEO: Wearables, Beacons & Hyperlocal Marketing
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#StateofSearch 2015 - Using geofencing to target your new and existing customers with hyperlocalized offers is HUGE right now and only getting bigger. Find out how to set-up and implement Apple iBeacon, Google Eddystone, and Facebook beacon campaigns to target them with customized offers and information at EXACTLY the right time!
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Beyond SEO: Wearables, Beacons & Hyperlocal Marketing
- 2. @MediaWyse #StateofSearch @dfwsem Get this Presentation @ Slideshare:
- 3. @MediaWyse #StateofSearch @dfwsem Law of Wearables Success Wearables Market Overview Wearables SEO w/Beacons Hyperlocal Targeting iBeacon vs. Eddystone vs. FB Beacon Case Studies Designing your Beacon Campaign What will we Learn Today?What will we Learn Today?
- 4. @MediaWyse #StateofSearch @dfwsem The Law of Wearables Success
- 5. @MediaWyse #StateofSearch @dfwsem “In order to be successful, any given piece of wearable technology has to be useful the entire time it’s on your body.” – Niley Patel, The Verge
- 6. @MediaWyse #StateofSearch @dfwsem Wearables Market Overview
- 9. @MediaWyse #StateofSearch @dfwsem Apple is the New King of the Wearables Market!
- 10. @MediaWyse #StateofSearch @dfwsem 5 Million Apple Watches Sold for $4+ Billion in Revenue. …And with a hefty profit margin of 60%+
- 11. @MediaWyse #StateofSearch @dfwsem “Sales of Apple Watches are up sequentially and have exceeded our expectations.” - Tim Cook Apple 3rd Q earnings call – Tuesday, 10/27
- 12. @MediaWyse #StateofSearch @dfwsem Apple is now the largest “Luxury” Watch Retailer in the World (passing Rolex).
- 13. @MediaWyse #StateofSearch @dfwsem Global Smartwatch Shipments will reach 40+ Million Units in 2015!
- 14. @MediaWyse #StateofSearch @dfwsem By 2018, Smartwatches alone will move 91.6 Million Units!
- 15. @MediaWyse #StateofSearch @dfwsem As SEOs we MUST target our client’s audiences on these platforms!
- 16. @MediaWyse #StateofSearch @dfwsem Wearables SEO with Beacons
- 17. @MediaWyse #StateofSearch @dfwsem Hyperlocal Targeting
- 18. @MediaWyse #StateofSearch @dfwsem Wearables SEO = “Convenience Marketing” “Delivering a personalized marketing message for a product or service in real-time to a target consumer exactly when they need it!” - Casey Markee
- 19. @MediaWyse #StateofSearch @dfwsem How do you do this? With Beacons!
- 20. @MediaWyse #StateofSearch @dfwsem “Beacon technology is a location-aware low- cost transmitter that uses Bluetooth and geo- fencing to provide apps a new level of micro- location awareness” - Wikipedia
- 21. @MediaWyse #StateofSearch @dfwsem Beacons are Small but POWERFUL! Beacons are about the size of a quarter and cost between $5-80 each.
- 22. @MediaWyse #StateofSearch @dfwsem How do Beacons Work? Image Credit: Makingittv.com
- 23. @MediaWyse #StateofSearch @dfwsem What can you do with Beacons? Image Credit: Kinetica.mobi
- 24. @MediaWyse #StateofSearch @dfwsem Facebook “Places Tips” trigger when within 100 ft of beacon. Serve a “Welcome Note” to Visitors. Serve prompts to “Like” the page or “check-in.” Feature posts from your page or those of your Fans. Facebook Beacons: Cool but Limited. bit.ly/fb-beacons-signup
- 25. @MediaWyse #StateofSearch @dfwsem Apple iBeacons: App-Focused & Hot App-Based (mandatory for messages) Proprietary (but does work on Android) Can send messages only through UUID (Universal Unique Identifier) No use of EIDs (Ephemeral Identifiers)
- 26. @MediaWyse #StateofSearch @dfwsem Apple iBeacons: State of Search Beacon Messaging!
- 27. @MediaWyse #StateofSearch @dfwsem Apple iBeacons: State of Search Beacon Messaging!
- 28. @MediaWyse #StateofSearch @dfwsem Google Eddystone: The New Kid on the Block! Supports URL and App for messaging. Open-Source (available on GitHub) Can send messages through UUID (Universal Unique Identifier), URL or Telemetry. Uses EIDs (Ephemeral Identifiers) for secure tracking.
- 29. @MediaWyse #StateofSearch @dfwsem Why should you use Beacons? Image Credit: Swirl.com
- 31. @MediaWyse #StateofSearch @dfwsem There will be 4.5 Million Beacons installed in the US by 2018!
- 32. @MediaWyse #StateofSearch @dfwsem The Future for Mobile is all about the “Digital Concierge”
- 33. @MediaWyse #StateofSearch @dfwsem Did you know you can already use BLE beacons to “check-in” to your hotel?
- 34. @MediaWyse #StateofSearch @dfwsem iBeacon Case Study: Starwood Hotels (SPG)
- 35. @MediaWyse #StateofSearch @dfwsem Or use them to “navigate” your next trip to the grocery store?
- 36. @MediaWyse #StateofSearch @dfwsem iBeacon Case Study: Marsh Supermarkets (IN) bit.ly/ibeacons-101
- 37. @MediaWyse #StateofSearch @dfwsem Need to “catch” a train? There’s a beacon for that as well.
- 38. @MediaWyse #StateofSearch @dfwsem Eddystone Case Study: TriMet PTA (OR)
- 39. @MediaWyse #StateofSearch @dfwsem In Short: Beacons are Bad-Ass!
- 40. @MediaWyse #StateofSearch @dfwsem So How do I get Started?
- 41. @MediaWyse #StateofSearch @dfwsem Get a Beaconstac Starter Kit – Costs $89! Comes with 3 enterprise-grade BLE Sensoro beacons Supports BOTH iBeacon & Eddystone Each beacon can cover up to 50ft and last up to 3 years. The longer the distance, the shorter the battery life. Full support and analytics provided up to 1 year.store.beaconstac.com
- 42. @MediaWyse #StateofSearch @dfwsem Designing your Beacon Campaign
- 43. @MediaWyse #StateofSearch @dfwsem Are you Asking the Right Questions?
- 44. @MediaWyse #StateofSearch @dfwsem Does your Messaging Provide “Value?”
- 45. @MediaWyse #StateofSearch @dfwsem What is the Optimal Context & Timing for my Beacon Messaging?
- 46. @MediaWyse #StateofSearch @dfwsem Where can I most “Efficiently’ Deploy my Beacons?
- 47. @MediaWyse #StateofSearch @dfwsem Are you Avoiding “Notifications” Overload?
- 48. @MediaWyse #StateofSearch @dfwsem Are your Beacons an “Isolated” Marketing Initiative?
- 51. @MediaWyse #StateofSearch @dfwsem Connect with me Online @ Become a Fan on Facebook: https://www.facebook.com/MediaWyse Follow Casey on Twitter: https://Twitter.com/MediaWyse Connect with Casey on Linkedin: https://www.linkedin/com/in/caseymarkee Follow Casey on SlideShare: http://www.slideshare.net/CaseyMarkeeMBA
Notas del editor
- Prescription glasses sit on your face, but improve your vision all the time, so they’re successful. Sunglasses sit on your face and make you look cooler all the time, so they’re successful. Google Glass sits on your face, but mostly does nothing, so it’s a failure. It’s a simple formula.
- Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet. 89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189 -Samsung with it’s Gear S and Tizen OS system were the market leaders by far in 2014.
- As you can see from this chart Samsung had 74% of the market in 2015 but has now dropped all the way down to 8% for 2015 In contrast you can see that Apple came out of nowhere to grab 76% of the entire market as of the end of Q2 2015. And it’s only going to get better.
- -And because of that, Apple is the NEW King of the Wearables Market.
- It took Apple 74 days to sell one million iPhones. It took 28 days to sell one million iPads. Apple hit the one million milestone for sales of the Apple Watch on the first day of pre-orders and is now in the range of several million. The debut dwarfed first-year sales of Pebble (considered a success at 1 million units) and all 11 brands on the Android Wear platform (720,000 units again in 2014) In China, the Apple Watch Gold sold-out in an hour.
- Remember though, Apple is already a ¾ Trillion value company and did $182 billion in sales in 2014. This is just a ripple. But though this is “just a ripple”….
- Apple watches start at $349 and go as high as $17K. So they are a luxury watch maker. Rolex sales about $5 billion in luxury watches a year. Apple should “conservatively” DOUBLE that in 2015.
- - Target, Best Buy and others will have the watch FULLY STOCKED for the 2015 holiday shopping season.
- But again, the estimates just for 2015 are wide and stunning: Morgan-Stanley is High at 60 million Units, Piper Jeffry is low at just 10 million Units. Global Equities Research is again saying 7 million units already sold and 40-42 million projected for 2015.
- Remember 2002’s “Minority Report” when Tom Cruise is running through the mall and getting virtually targeted by all those ads? That’s set in 2054 but similar targeting is already possible now. This hyperlocal targeting is just the next evolution into what is called….
- …convenience marketing! What is that? How do we practice “convenience marketing?”
- Apple iBeacon = released 6/13 Facebook Beacons = released 6/15 Google Eddystone = released 7/15 BLE Beacons (Dedicated Beacons used to mark zones or areas for personalized targeting) Apple iBeacon is the more popular choice…for now. And it does work with Android, however, since Eddystone is open source and offers cross-platform support for both iOS and Android, it has an edge over iBeacon, which works only with select compatible iDevices.
- -Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range -For example, the app can be programmed to deliver a personalized message or coupon.
- Check-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points. Sensoro, etc. Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.
- Beacons operate using Bluetooth 4.0 or Bluetooth Smart which is the latest iteration of the classic Bluetooth functionality that has been around since 1994. Bluetooth and WIFI can both be used to power beacons but Bluetooth tends to have a pretty good strangehold right now based on the low energy needed to operate. It also tends to go through walls, around corners and is just more “agile” than WIFI. But the most important reason that Bluetooth seems to be the standard is this: “Unlike WIFI which never asks for permission to connect, consumers must turn on BLE on their phones, allow location detection, and, if an app is used by the retailer, opt-in for notifications.” That’s more customer-friendly.
- Once a customer comes within about 100 feet of the device, they'll have access to place tips on Facebook. This "place tips on Facebook" pops up inside the Facebook app automatically. Limited in that you can’t really push “custom offers.” It’s more to drive general awareness. There are some clear benefits thought: -More reach: increase engagement and drive “likes.” -More reviews: beacons will increase your reviews, especially if you “ask” for them. -More influence: you can target and direct your fans/customers while in your locations. This can and will drive more sales.
- iBeacon transmits a UUID (16 digit string of numbers), Major (4 digits) and Minor (4 digits). That’s it. Nothing else. They aren’t mini-servers or tracking devices. Beacons themselves do not track anything. Apps do the tracking if that’s what they are programmed to do. Although they were cool, this was a clear deficiency and that’s why Google entered the arena.
- iBeacon transmits a Universal Unique ID (36 digit string of numbers), Major (4 digits) and Minor (4 digits). That’s it. Nothing else. They aren’t mini-servers or tracking devices. Beacons themselves do not track anything. Apps do the tracking if that’s what they are programmed to do. Although they were cool, this was a clear deficiency and that’s why Google entered the arena.
- does not need a mobile app to send messages to smartphone users Uses three different wireframes to send information, substantially more functionality. - Google Now can provide increased contextual information (showing menu items when users sit down in restaurants) - restaurants can push discount codes, and happy hour specials through URLs, these can be more personalized. - integration with Google Maps provide real-time transit information and fast-access to real-time schedules - museums and tourist attractions won't need docents or tour guides, information can be sent directly to the user via URL. - asset tracking will be increased, you can attach beacons to your bags and track them at the airport - never lose a bag again! NOTE: The only way Eddystone can work with a device that does not have a compatible app installed, is to transmit using the URL packet How do you protect against hacking or someone putting up a beacon at the entrance to a sports arena and trying to inject malware? That’s where the EIDs come into play. Google created these to allow beacons to broadcast a signal that is only identifiable to ‘authorized clients’. To prevent such hacking/malware attacks.
- Right now beacons are in their infancy. There are less than 500,000 installed US-wide.
- This is currently happening.
- SPG is know for their Westin, W, Sheraton and other brands. SPG Keyless is the first truly keyless solution for a global hotel brand. In some regions, SPG members are able to check in from their device and go straight to their room. An iBeacon picks up the guest’s phone when in close proximity and unlocks the room door, giving the guest a keyless entry to his room. This is such an engaging and efficient experience for a guest. Benefits for hotels: Virtual check-in Finding the room and indoor navigation Keyless entry into rooms In-room controls Room service Offers and loyalty programs And of course, check-out
- This is currently happening.
- The apple watch specifically features Bluetooth 4.0 which is going to allow retailers to actually track you with hyperlocalized offers as well. Marsh Supermarkets in IN – the first grocery store chain (75 stores) to launch an iBeacon-Apple Watch integration. The technology allows for shoppers with an Apple Watch and applications with inMarket’s application technologies to be notified of their shopping lists when they enter any Marsh store.
- This is currently happening.
- First big Eddystone case study by Google was in Portland for the PTA 87 light rail stations beam notifications to commuters Uses beacons to connect with cell phones (no app required) Instead they use the “alert” screen to pop up notifications to those in range Users can then use browse these notifications to see arrival and departure information
- For shorter range, 15ft or less, the beacons last 3+ years. For longer range, 50ft+, the beacons last 6-12 months.
- Are you providing a discount? A free product? Is the messaging worthwhile or just a “hey, we are cool and have beacons” message?
- Black Friday as people are rushing through the store…probably not the “best” time. But as they are all lining up outside? Maybe.
- Think through an in-depth scenario map of how you want your beacon to perform. When and where do you want that beacon to perform? Check-out estimote.com/indoor/ for a free Beacon Mapping SDK (Software Development Kit)
- The average reaction rate to these notifications was just six percent across iOS and Android devices. Quora is a great example of notification fatigue. Their apps used to send dozens of notifications a day in 2014. And if you had something go viral, you would receive a notification for each upvote which could be in the 100’s it was insane. Fortunately, they revamped this in late 2014…these are issues you must be aware.
- Make sure to link your beacon marketing strategy to print, digital, and email initiatives. Just like anything else, it should be coordinated and publicized.