Social geolocation: Why it matters to your business?

NSAA – National Convention & Tradeshow - May 6-9, 2012 San Antonio, TX

Armelle Solelhac

Riders Around The

World®

267 ski areas, 26 countries, 5 continents

Utah : Greates

t

powder on Earth

!

Love from Telluride! In Heaven(ly)...

Play hard, work even harder !

Mountain destinations, outdoor sports brands & Media

Experiential Marketing & Digital Communication Agency

What are The 6 ingredients that create fans?

- Beauty - Suspense - Scarcity - Humor - Surprise - The secret ingredient

What is your biggest fear ?

1. Dying in terrible pain or suffering

from a disease 2. Running

out of money and no longer

being able to support

oneself

3. Spiders and/or snakes

4. Being lost and not finding

one’s way

5. The consequences

of climate change on the

environment and public health

6. Being bored or having a life that does not make sense

What Are Geosocial and Location-Based Services?

A web or a mobile service based on the use of geographic data in the service of members as part of social interactions with their network and / or local players.

Geosocial Networking : Social networking uses geographic services and capabilities, such as geocoding and geotagging, to enable additional social dynamics.

Location-based services : Information or entertainment service utilizes the geographic position of a mobile device through a network.

Mobile + Location + Real time + Status + Friends/a social community

2 types of tools: Directories and Social Gaming & Shopping platforms

83% of all American adults ages 18 and older own a cell phone,

66% of them own a smartphone

58% of smartphone owners use a geosocial or location-based information service

Smartphone Penetration by Age and Income (Jan. 2012)

Figure credit : Nielsen

55% of smartphone users get location-based directions or recommendations

12% of smartphone users use a geosocial service like foursquare

Wxc

Breakdown of geosocial users

Breakdown of LBS users

Breakdown of geosocial and LBS users

Social media users & automatic location-tagging users

« People don’t buy what you do, they buy why you do it. » Simon Sinek

« Social media are about people, not about money »

Figure credit : « Lost in Geolocation – Why Consumers Haven’t Bought It and How Marketers Can Fix It » by Will Reese and Jamie Beckland / White Horse Inc., Spring 2011

Growing segmentation, targeting and knowledge of consumption patterns of customers

Powerful tools for communication and promotion of a business or a destination

Opportunity to create an innovative marketing campaign with social shopping, couponning, incentive and viral operations, etc.

Create exclusive and specific offers : Free for Mayors, discounts in exchange of check-in or tips, etc.

Launch Street marketing events in the real world

3 Messages to take home

Location-based services have not yet reached the tipping point

The chief barriers today are a lack of clear perceived benefit and privacy fears

Marketers will need to create and test new geolocation experiences that are not generic but relevant to a particular brand and audience

Just don’t do it to do it!

Digital tourism is now SoLoMoCo!

WHY NOT!

Marketing & Communication Studies & Books:   « 2010 Social Media Marketing Industry Report » by SocialMediaExaminer.com & 2010 Michael A. Stelzner   « Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web » by Brian Solis   « Marketing et Géolocalisation Sociale » by Clément Vouillon, with the participation of Louis André, éditions Diateino, 2011   « Design émotionnel », by Aarron Walter, Ed. Eyrolles, Collection A Book Apart, 2011   « Le jeu comme nouveau média, l’espace physique comme terrain de jeu », by Sylvain Bailly, 2011   « J’ADOOORE, 6 ingredients to create fans » by Kenazart Experience Designers, Patricia Gallot-Lavallée, 2012   « Lost in Geolocation – Why Consumers Haven’t Bought It and How Marketers Can Fix It » by Will Reese and Jamie Beckland / White

Horse Inc.

Websites :  http://www.switchconsulting.fr/  http://www.camillejourdain.fr/  http://www.etourisme.info/  http://www.tourmag.com/  http://www.wmaker.net/  http://www.tourisme-tic.com/  http://www.webtourisme.net/  http://nieveyalgomas.blogspot.com/  http://www.presse-citron.net/  http://veilletourisme.ca/  http://www.blog-etourisme.com/  http://socialnomics.net/  http://www.welovegeoloc.com  http://www.mycommunitymanager.fr/  http://gregorypouy.blogs.com/  http://www.slideshare.net/gregfromparis/foursquare-by-greg-pouy-3180048  http://www.slideshare.net/pierrebellerose/12-tendances-en-tourisme-pour-2012  http://techcrunch.com/2011/12/06/google-to-take-on-foursquare-with-upcoming-check-in-offers-feature/  http://www.adweek.com/news/advertising-branding/why-geolocation-app-users-matter-marketers-136950?utm_source=feedburner  http://www.flowtown.com/blog/whos-using-geosocial-and-location-based-services?display=wide  http://gamifixation.com/2011/03/2011-sundance-festival-with-gowalla-gamified-mobile-app/  http://www.vingthuitzerotrois.fr/technologie/des-americains-ans-possedent-smartphone-14432/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+2803+%282803%2C+le+blog%29&utm_content=Google+International

Sources 1/2

Pictures : All right reserved  http://alccorting.wordpress.com/2011/01/28/be-afraid-be-very-afraid-on-second-thought-dont/ (Afraid boy)  http://www.kitchenaid.fr/app.cnt/ka/fr_FR/pageid/pgkahome001 (Kitchenaid Robot)  http://www.proforum.fr/rubrique-6833-Annuaire-qualifi-e.html (Yellow pages book)  http://www.startwithwhy.com/ (Simon Sinek)  http://bugatti-mini.tk/page/3 (Mini Cooper)  Armelle Solelhac – Private Collection (Neige de Culture at Serre Chevalier + pictures from slide 2 & 4)  http://gamifixation.com/2011/03/2011-sundance-festival-with-gowalla-gamified-mobile-app/ (Gowalla Operation in Park City, UT)  http://www.flickr.com/photos/dpstyles/ - Mount Snow, VT (USA)  http://www.myparisnet.com/index.php/la-tour-eiffel.html (Eiffle Tower)  http://www.knockknockstuff.com/media/products/2008/10/22/12017_Note-to-Self_.jpg (Note to self)  http://www.freegreatpicture.com/other/feature-matches-18491 (Matches)  http://files.adme.ru/files/news/part_0/9063/n_big.jpg (Just don’t - Korean Anti-Drug Center / Ministery of Public Health)  http://motsaiques.blogspot.com/2010/05/p-284-m ai-1904-charcot-au-pole-sud.html (Why not !)  http://www.memoclic.com/galeries/10-iphone-insolite (10 Telephones insolites)  Other pictures : All right reserved

Sources 2/2

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