social media and location-based marketing: connecting the virtual and the real world at the...

15 December 2010@OctavianMihai |

www.octavianmihai.com 1

Location-Based Marketing

Connecting the virtual and the real world at the point-of-saleLongboard, Montreal, 2010



CONNECT

Check in Foursquare, Gowalla, Facebook, etcTwitter: #LongboardMTL

Slideshare will be posted on #LongboardMTL



What is local?



What is local?

ProductsStoreBusiness



What is social media?

Social Media is an umbrella term that represents the use of internet-based technologies in order to facilitate:

conversations and collaboration the production and sharing of information,

opinion and content the creation of communities of interest



And marketing people lost it…

Traditional vs Digital vs Traditional Digitalvs Social Media



Advertising

Rule #1: Reach consumers. Wherever they are.



Advertising

Rule #2: Everything is digital.



Advertising



Advertising

Rule #3: If you are local, get local.



Advertising



Advertising

Rule #4: It is only about consumers.



Advertising



Social media or Convenience 2.0

- Influence & reputation systems improved- Virtual (anytime)- Mobile (anyplace) – mobile devices- Now (real-time) – micro-blogging democratized



It’s all about mobile, local & community

You are the terminal and the world is your playground.

Play. Communities of interest. Brand communities.



Get ready for local!

1. Understand your space2. Think outside the web3. Understand your brand’s social capital



1. Understand your space

You have to be presentYour customers areYour competitors are



2. Think outside the web!

Layer data on real world. Augmented reality. Just another layer of information and social

intelligence.



2. Think outside the web!



3. Your brand’s social capital

Conversational capital is not enough (marketing 1.0)

Engagement capital! The true call-to-action!



3. …Your brand’s social capital

“When Aeschines spoke, they said, ‘How well he speaks.’ But when Demosthenes spoke, they said, ‘Let us march […].’” David Ogilvy, Ogilvy on Advertising, New York: Random House, 1983.



Let’s get local



1. Location-Based Social Networking

Know: Foursquare, Gowalla, Loopt, Brightkite, Whrrl



(Location-Based Mechanism)

Check-in – opt-inRFID / Bluetooth - (scanned) – potentially opt-inRecognition (facial, iris, etc) – opt-out!



2. Own Your Space

Geo-location ready! Go!- Verify- Register- Edit / Manage



3. Local promotional plan

Local and social media promotional initiatives a MUST in the future campaign planning.



4. Monitor

Track and analyse your location.Track and analyse conversations.



5. Engage

Manage and engageBuild your brand community



What can you do with

Mobile + Local + Real-Time + Play




Game-layers: SCVNGRVirtual places of physical locationsAugmented realityPromotional initiatives



Point-of-sale promotions…

Mashable.com




Mashable.com




Customer loyalty programsLocal group salesPersonalized advertising




Mashable.com




Make your own Groupon deal at your point of sale!



Get local now!




Some Links

www.Foursquare.comwww.Gowalla.comwww.loot.comwww.whrrl.comwww.scvngr.comhttp://mashable.com/2010/11/23/black-friday-social-deals/http://www.slideshare.net/sebprovencher/what-where-and-now-whenwww.needium.com www.groupon.comwww.livingsocial.comhttp://promodujour.lespac.comhttp://www.junaio.comhttp://scoop.ithttp://www.youtube.com/watch?v=nQbVD5hlddk http://www.youtube.com/watch?v=6-ZLw2Q7U2Mhttp://www.guardian.co.uk/media/pda/2010/sep/27/advertising-billboards-facial-recognition-japanhttp://gizmodo.com/5446271/google-may-insert-real+time-ads-onto-old-billboards-in-street-view



Thank you!

www.OctavianMihai.com

President, Owner www.RockAndSocial.com

Please share, like, RT, have fun! Rock on!