social media and geo location 2010

Social Media

& Geo Location

The Opportunity for

Brands & Advertising

Jez Jowett : Social Media DirectorSam Bateman: Social Media Analyst

Tuesday, 14 December 2010

Context

‣Geo Location

‣Case Studies

‣The Future

‣Recommendations

‣Customer Journey

‣Privacy


Mobile Geo Location Apps


Foursquare

What can Foursquare do for your brand?

1,000,000 users

•Points(Earn points by checking in and get rewarded eg. earn 30 points and get a free sandwich.)

•Badges(Brand specific badges by completing brand tasks.)

•Mayorship(Reward your most loyal customer by offering discounts or products to the Mayor of your brand.)

•Tips and To-Dos(Receive feedback & ideas from customers.)


Facebook Places

What can Facebook Places do for your brand?

•Merge your page with your places page(Allowing consumers already a fan of your brand to engage via facebook places.)

•Raise brand awareness(Every time someone checks-in to your brand specific location all their friends see that check-in allowing them to converse around your brand. (Avg FB user has 130 friends.)

•Advertise ‘that’ place(Currently in Facebook Ads you can advertise a Facebook Place, this can then drive users to your Facebook Fan/Place page to increase engagement with your brand.)


GowallaWhat can Gowalla do for your brand?

•Pins(Earn pins based on location of check-in’s such as country specific pins.)

•Stamps(Showing your friends where you’ve been on your profile and how many times, loyal customers can share their fondness of the brand )

•Items(Collect items by checking-in at different locations at different times, you are then rewarded with a special pin)

•Trips(Create trips for your customers to follow, opportunities for challenges.)


Case Studies


StarbucksVisit > Check-In > Reward

•Started with no financial or physical incentive(until May the only reward was the Barista badge)

•Customers could earn rewards while doing something they already do.(Becoming the Mayor increases the customers incentive to engage with the brand.)

•Brand awareness(Users with the Barista badge’s are raising brand awareness through their social networks by just obtaining the badge, friends the become intrigued in how to obtain these rewards)


NJ NetsDiscover > Pick Up > Reward

•Treasure Hunt(Consumers hunted for virtual tickets scattered across New York City for free entry to an NBA game)

•Share(Consumers were sharing their adventures as they hunted for the tickets, one winner who couldn’t make it re-dropped their tickets at another location for someone else to win)

•Brand awareness(As consumers shared their adventures & findings around the give away they were communicating with Gowalla & the NJ Nets, this then raised awareness of the give away and both brands)


Coach Men’sVisit > Check-In > Reward

•Increased visitors(Coach Men’s in NYC offered the first 200 customers that checked in to the store a free bottle of cologne)

•Customers could earn rewards while doing something they already do.(Just like Starbucks, people are going to visit the store but this adds another incentive via social)

•Brand awareness(Customers friends can see that they’re at the opening of Coach Men’s store and the reward they received for checking-in, this then creates brand awareness for Coach Men’s as a new store that rewards customers via social)


The Future


Recommendations


Top Five Recommendations

Launch/Awareness

How am I going to launch this?

Consideration

Will your audience do this?

Loyalty

Getting your audience to revisit a location to be rewarded increases their loyalty

Transaction

Customers like free stuff!

Footfall

The Perfect Use

of

Geo Location Apps


Customer Journey


How it works

Picture Here

Joe checks his Geo Location App to find

out info on good local pubs

Picture Here

Joe gets out his smartphone and

checks-in to the pub

He finds out his friend Sarah has been to

this pub before and left a tip explaining the draught beer is

great.

Picture Here

The pub is offering a voucher on your first

check-in for a free bag of crisps when you order a

draught beer.

Picture Here

Result:

Joe is now happy with the pub because he was rewarded for doing something he already does


But wouldn’t it be great if he could share this with his friends & be rewarded for it?


Making the experience social

Picture Here

The pub is offering a voucher on your first check-in for a free bag of crisps

when you order a draught beer.

Picture Here

Turns out if Joe shares the voucher

on his social networks with friends he can get a free pint with

his next visit.

Result:

Now his friends are happy because they now know a good pub that rewards customers and the pub is happy because everybody knows about them.

Everybody’s happy.


Be careful though...


Geo Location Privacy

Geo Location has its exploits & problems

•Hacks(geo location hacks are out there to be exploited with fake check-ins when the user is no where near that location)

•Privacy(not everyone wants to publicly display their location which limits your audience)

•Robbery(the public is worried about burglars knowing where you are)


social media and geo location 2010

Documents

brand items

brand awareness users

brand tasks

brand specific location

badges brand specific

customers incentive

barista badge customers

barista badges