2011 BarkWorld ExpoChad Elkins - @ratpack

LBS & the “Check-in” Revolution

Over 5 Billion Mobile Phones Worldwide.

37% are Smartphones, rising to 43% in 2015.

6.1 Trillion Text Messages sent in 2010.

Over 400K applications in the Apple App store and 300K in the Android marketplace.

The Apple App store topped 15 Billion downloads in July 2011.

Extension of Personal Self

“It’s my Life.”

Mobile phones are among the most personalized and cherished consumer possessions.

According to a new survey from Prosper Mobile Insights, 52.9% of smartphone owners use all the functions of their smartphone, saying that "It's my life."

It is a function that facilitates the sharing of an activity. The important

aspect of checking in is not that one is doing the activity itself, but the fact

that the person chose to share they were doing that activity.

What is a “check-in”?

Key Location Based Services Demographics

• 18-34 year olds count for 60% of the users

• Users are split by genders, but males share more

• 1 in 5 smartphone owners use check-in services

• Over 50% are motivated to use the service for discounts

• Approximately half of non-users site privacy as their biggest concern

Foursquare

Users: Approximately 10 million worldwide. 40% are international.

Hit a total of 1 Billion check-ins the week of Sept 19th 2011.

Pioneer in defining the “check-in” for the masses

Foursquare Business Experience

Foursquare Open API

Image source: CBS News & InventorSpot

CPG Examples - Safeway, GranataPet, & GrillMates

How Can This Be Used for my Personal Brand?

Gowalla

Users: Approximately 1.1 million

Wants to help you “craft the narrative of your life” - CEO Josh Williams

Check-ins are called “Stories”

Image source: all things digital

Gowalla Business Experience

• Our agency helped IHG become the first large hotel chain to launch a full campaign incorporating Gowalla’s service across all of its eight brands.

• Had 1,000 of IHG’s 4,400 properties listed in its database of more than 1 million “spots” (or locations)

• 16% conversion rate for people who checked into the property and then requested more info.

• Of those people, 23% of people who received emails registered for the program.

Gowalla Disney Use Case

How Can This Be Used for my Personal Brand?

Impact of LBS on Audience Reach for a Local Non-Profit

In-Store Exploration LBS Examples

Shopkick – 2.3 million users (as of Sept 2011)

CheckPoints – over 800k users (as of July 2011)

Source - TechCrunch Source - Mashable

Future of LBS

• Local loyalty through unique concepts

• Instant/Automatic check-ins

• Sentiment Analysis to Recommendation Engines – Ex. Bizzy and We & Co

• Better Ways to Meet New People – ex Singlesquare

• Deeper Integration Within Business Loyalty Programs & Recommendations

• Continued Migration to add more “Now What” to the “Where”

• LBS expected to bring in $10 billion in revenue by 2016

Consumption Based Check-ins

Entertainment - GetGlue, Miso, & Shazam

Beverages - Untappd

Second & Third Screens

Shift in Content Consumption

Consumers no longer focus attention on one activity.

Sharing what they are consuming across social networks is rapidly gaining momentum.

Future of TV Consumption - Rise of the Second Screen

• 94% of TV Watchers Were Distracted When Ads Were Displayed

• 60% of Those Distractions Were From a Smartphone

• 70% of Tablet Owners Used Their Device While Watching TV

• 86% of Mobile Users Access the Internet on Their Device During Shows

GetGlue – 1.5 Million Users

Miso Shazam Audio Fingerprinting

Untappd – Over 1 Million Check-ins

Questions?

Continue the conversation on Twitter - @Ratpack