What does it mean if people “check into” your business online? It means they love you! Location-Based Marketing (LBM) with Geosocial apps is the term for marketing your business using mobile location apps such as Foursquare, SVNGR, Yelp, and Foodspotting. In this workshop, we’ll review the major geosocial mobile applications, smartphone purchase decisions, usage and trends, and and how businesses are harnessing the power of users that love you enough to share it to their social networks.

1. CWE and Harvard iLab
April 24, 2012
Harness the Potential of Mobile Applications
for Location-Based Marketing
Presented by Debra Askanase

2. Today’s workshop
Today’s mobile phone users
The new sales funnel
Geosocial marketing (LBM)
Introducing FourSquare…and a few others
In-class exercise: geosocial for your business
Regroup and “check in”

3. 2. The mobile phone industry
Today’s mobile phone users
http://www.flickr.com/photos/rgtmum/5723413840/sizes/l/in/photostream/

5. Almost 110m US users by 2015

6. By 2014, Android and Apple will rule the
market
http://www.emarketer.com/Article.aspx?R=1008998&ecid=a6506033675d47f8816
51943c21c5ed4

7. http://www.readwriteweb.com/archives/smartphone_sweet_spot_adults_25_-
_44_have_highest.php

8. http://www.comscoredatamine.com/2011/06/us-smartphone-owners-by-age/

9. http://www.emarketer.com/Article.aspx?R=1008994&ecid=a6506033675
d47f881651943c21c5ed4

10. Understanding the new
sales funnel
http://www.flickr.com/photos/fdctsevilla/4306301206/sizes/l/in/photostream/

11. Traditional marketing/sales funnel

12. The online decision-making moment
http://books.google.com/books?id=JU4J58bum24C&printsec=frontcover&s
ource=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

13. The (new) Customer Hourglass looks at
the entire purchasing experience
Via Altimeter Group
Pre-
purchase
= loyalty

14. Mobile shopping + customer hourglass
http://www.emarketer.com/Article.aspx?R=1008300

15. Environment shifting to “bricks and clicks”
in-store experience
Coupons
Product reviews
Store information
In-store app payment
http://www.flickr.com/photos/ratterrell/4481631/sizes/l/in/photostream/

16. Online reviews heavily affect purchase
decisions
http://www.marketingcharts.com/interactive/most-consumers-read-and-rely-on-
online-reviews-companies-must-adjust-2234/deloitte-consumer-review-purchase-
influencejpg/

17. Approx 70% are interested in payment
through an app or at the register via
smartphone
http://blog.nielsen.com/nielsenwire/online_mobile/smartphones-the-ultimate-
shopping-companion/

18. Starbucks has processed 42m payments as
of April 2012
http://www.flickr.com/photos/25095603@N07/5401336237/sizes/l/in/photostrea
m/

19. You + the customer hourglass
What can you support with
mobile tech and geosocial?
How do your customers use
technology ?
Who do you need to include in
your team? Think about sales,
marketing, customer support,
purchasing staff when
developing your own approach
to the hourglass
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

20. Considerations
Brick and clicks experience
Customer hourglass
ZMOT capture
Mobile payments
Search
http://www.flickr.com/photos/markcooz/4768576950/sizes/m/in/photostream/

21. Geosocial Marketing
the integration of people, places, and media
http://www.flickr.com/photos/glynlowe/6482309759/sizes/l/in/photostream/

22. Location + media + people

23. Geosocial marketing elements
Friends and family influence
Comparison shopping online
Read online reviews or articles
Tips and social tips
Encourages social advocacy
The right information to nudge someone through
the purchase decision hourglass
Mobility and decision-making at the Zero Moment
of Truth (ZMOT)

24. http://jess3.com/geosocial-universe-2/

25. Geosocial in 2012
• Up to 20 million known smartphone users in
the U.S. have downloaded geosocial apps
• FourSquare is the leader with 20 mil users
worldwide, 50% in US (Predicted 50m by end
of 2012)
• Scvngr claims 2 million worldwide
• MyTown has 4.5 million
….and many, many more niche geosocial apps

26. Check-ins are not widely adopted
http://pewinternet.org/Reports/2011/Location.aspx

27. Who uses geosocial and location-based
services?
http://pewinternet.org/Reports/2011/Location.aspx

28. But highly desirable Millennials and
Females are using geolocation apps
http://www.marketingpilgrim.com/2011/12/location-based-geosocial-apps-not-
used-by-many-yet.html

29. Local search drives geosocial marketing
97 percent of consumers search for local
businesses online
73 percent of all online activity is related to local
content, according to data released by Google
http://www.inc.com/guides/201106/how-to-use-google-places-to-market-your-business.html – Feb 2012
23 percent of all adults have used a location-
based service to get directions and
recommendations
Last stat: http://gigaom.com/2011/09/06/check-in-services-still-struggling-to-win-
over-consumers/

31. Geosocial is where opportunity meets
location
Time of day
Geo-location
Proximity to store or place
Context-aware
= convergence of mobile and online search,
the “bridge” from mobile to sale
http://www.flickr.com/photos/darwinbell/290744139/sizes/o/in/photostream
/

32. Location-based mobile trends 2012
• Total user base of consumer location-based
services to reach 1.4 billion users by 2014.
• Context-aware services are a key trend for mobile
apps, and location is a key enabler of that.
• Location-based services strive to deliver features
and functionalities in tune with the user's
context, taking into account the user's location,
personal preference, gender, age, profession,
intention and so on, thus offering a more-
intelligent user experience than basic location
services can.
http://www.itbusinessedge.com/slideshows/show.aspx?c=87261

33. Geosocial expansion beyond traditional
check-ins to include commerce
http://www.itbusinessedge.com/slideshows/show.aspx?c=87261&slide=5
By 2014, expect uniquely
mobile functions, such as
the ability to "check in" to a
store to alert a retailer that
you are there, or the ability
to add items to a shopping
cart simply by taking a
photo of an item or bar
code in the physical store.

34. Primary and Rising
Geosocial Players
2012
http://www.flickr.com/photos/therefore/4442013105/sizes/l/in/pho
tostream/

35. http://www.slideshare.net/leighgeorge/locationbased-marketing-for-professional-
services-firms

36. Practical applications
Events
• Create a location to check into
• Offer prizes for check-ins
• Leave your tips at other events
• Create a scavenger hunt, list or follow guide
Workplace
• Check-in tips
• Mayoral prizes
• Place on lists
• Earn prizes
• Create lists
• Appreciate online reviews

37. Foursquare: now 20 mil members, 600K
brands!
http://www.jeffbullas.com/2012/02/28/is-foursquare-a-
waste-of-time-plus-infographic

38. Checkins, tips, mayoralty, photos, to-do

39. FourSquare: back end analytics
http://www.htmlgraphic.com/the-importance-of-foursquare-for-a-business/

40. Lists

42. Create community: Brooklyn Museum
http://www.brooklynmuseum.org/community/foursquare/

43. FourSquare: after check-in
http://www.flickr.com/photos/untitledprojects/2952843842/sizes/z/in/photostrea
m/
Thank them (Twitter, other)
Create FourSquare loyalty events
Reward different levels of loyalty

44. Yelp Features
• Deals
• Tips and Reviews
• Find locations and places you want
• Great for services as well
• Respond to reviews
• Check-in
• Photos
• Search
• Local events

45. http://mashable.com/2012/02/22/yelp-from-scrappy-startup-to-100-million-
ipo-infographic/

46. http://mashable.com/2012/02/22/yelp-from-scrappy-startup-to-100-million-
ipo-infographic/

47. http://www.experian.com/blogs/marketing-forward/2011/03/16/how-word-
of-mouth-the-internet-and-online-consumer-reviews-influence-purchase-
decisions/

49. Yelp
http://www.flickr.com/photos/kayone73/5122060489/sizes/z/in/photostream/
Be part of the community: join and write
reviews
Manage reviews by responding, offering
other business suggestions to reviewers
Offer appreciations and discounts
Ask clients for reviews
Link Yelp to your Twitter and Facebook

50. SCVNGR

51. SCVNGR
• Locations have options for checking in,
points associated, challenges
• Business owners and location owners can
create their own challenges and points
• Integrates with FB and Twitter with postings

52. SCVNGR: Boston Globe’s Trek

53. SCVNGR – at a location
Challenges
and treks
created by
others

55. SCVNGR
Create treks and challenges
Offer specials
Create join treks
Great for institutions and awareness

56. Google Places – important for SEO

57. Google Places
• Set up an account: submit info, wait for Google
verification
• Google crawls web to fill out info about your biz
from 3rd party sources (Yelp, Amazon reviews,
etc.)
• Complete the other info (hours of operation,
phone number, etc.)
• Google will display locations in the “local results”
search returns. But fill out your Place 100%!

58. Niche geosocial: Foodspotting

59. Foodspotting

61. Foodspotting guides

62. Let’s not forget the biggest social network
in the world

63. …and Facebook Offers is the latest
http://www.pcmag.com/article2/0,2817,2403043,00.asp

64. Peering into the Magic Eight Ball for 2012-
2013…

65. • Mobile check-ins and deals integrate more
fully with multi-channel online marketing, part
of a bigger set of features
• Geosocial features emerge to deepen brand
customer engagement
• Context-aware apps will proactively anticipate
user needs based on interests, intentions,
history, environment, activities, schedule,
priorities, connections and preferences
• Increased camera reliability and integration
with geosocial apps for commerce and search

66. • Geosocial moves beyond a specific location
e.g. Angry Birds’ “magic places” at Barnes and Noble unlocks new
characters December 2011
• Geosocial moves beyond products and into
creative gaming
http://www.sixtostart.com/wanderlust/
• Gamification concepts continue to iterate
creatively
• Geosocial driving sales and local search grows
• As with online communities, geosocial niche
apps emerge, then industry moves toward
convergence (2013+)

67. 5. Exercises
Discussion and Exercises

68. 1. Choosing the right Location + social +
media combination for you
• What goal do you want any geosocial app to
meet?
• Which geosocial app is most relevant for your
business, and why?
• Do you know of niche mobile apps for your
industry?

69. 2. How will you use geosocial to support
the new purchase funnel?

70. 3. Will you use geosocial apps to support
customer service?
• If so, how?
• Using which apps?
• How will you respond to negative critique?

71. 4. Challenges, deals, and prizes
• Brainstorm 3 prizes or “deals” you could offer
loyal check-in or app users
• Brainstorm two other locations or businesses
with whom you could jointly offer a deal or
prize
• Brainstorm one trek or challenge that meets
your goal

72. 5. Reviews
• Who can you ask to review?
• Do you have a policy to respond to negative
reviews?
• What types of reviews do you want?
• What businesses could you review that
compliment yours?

73. 6. Metrics
• How will you track your success with
geosocial?
• How will this integrate into your total social
media metrics tracking system?

74. I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977