CWE and Harvard iLabApril 24, 2012

Harness the Potential of Mobile Applications for Location-Based Marketing

Presented by Debra Askanase

Today’s workshop

Today’s mobile phone usersThe new sales funnelGeosocial marketing (LBM)Introducing FourSquare…and a few othersIn-class exercise: geosocial for your businessRegroup and “check in”

2. The mobile phone industryToday’s mobile phone users

http://www.flickr.com/photos/rgtmum/5723413840/sizes/l/in/photostream/

Almost 110m US users by 2015

By 2014, Android and Apple will rule the market

http://www.emarketer.com/Article.aspx?R=1008998&ecid=a6506033675d47f881651943c21c5ed4

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

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

http://www.emarketer.com/Article.aspx?R=1008994&ecid=a6506033675d47f881651943c21c5ed4

Understanding the new sales funnel

http://www.flickr.com/photos/fdctsevilla/4306301206/sizes/l/in/photostream/

Traditional marketing/sales funnel

The online decision-making moment

http://books.google.com/books?id=JU4J58bum24C&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false

The (new) Customer Hourglass looks at the entire purchasing experience

Via Altimeter Group

Pre-purchase

= loyalty

Mobile shopping + customer hourglass

http://www.emarketer.com/Article.aspx?R=1008300

Environment shifting to “bricks and clicks” in-store experience

CouponsProduct reviewsStore informationIn-store app payment

http://www.flickr.com/photos/ratterrell/4481631/sizes/l/in/photostream/

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/

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/

Starbucks has processed 42m payments as of April 2012

http://www.flickr.com/photos/25095603@N07/5401336237/sizes/l/in/photostream/

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

Considerations

Brick and clicks experienceCustomer hourglassZMOT captureMobile paymentsSearch

http://www.flickr.com/photos/markcooz/4768576950/sizes/m/in/photostream/

Geosocial Marketing

the integration of people, places, and mediahttp://www.flickr.com/photos/glynlowe/6482309759/sizes/l/in/photostream/

Location + media + people

Geosocial marketing elements

Friends and family influenceComparison shopping onlineRead online reviews or articlesTips and social tipsEncourages social advocacyThe right information to nudge someone through the purchase decision hourglassMobility and decision-making at the Zero Moment of Truth (ZMOT)

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

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

Check-ins are not widely adopted

http://pewinternet.org/Reports/2011/Location.aspx

Who uses geosocial and location-based services?

http://pewinternet.org/Reports/2011/Location.aspx

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

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/

Geosocial is where opportunity meets location

Time of dayGeo-locationProximity to store or placeContext-aware= convergence of mobile and online search, the “bridge” from mobile to sale

http://www.flickr.com/photos/darwinbell/290744139/sizes/o/in/photostream/

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

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.

Primary and Rising Geosocial Players

2012

http://www.flickr.com/photos/therefore/4442013105/sizes/l/in/photostream/

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

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

Foursquare: now 20 mil members, 600K brands!

http://www.jeffbullas.com/2012/02/28/is-foursquare-a-waste-of-time-plus-infographic

Checkins, tips, mayoralty, photos, to-do

FourSquare: back end analytics

http://www.htmlgraphic.com/the-importance-of-foursquare-for-a-business/

Lists

Create community: Brooklyn Museum

http://www.brooklynmuseum.org/community/foursquare/

FourSquare: after check-in

http://www.flickr.com/photos/untitledprojects/2952843842/sizes/z/in/photostream/

Thank them (Twitter, other)Create FourSquare loyalty eventsReward different levels of loyalty

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

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

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

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

Yelp

http://www.flickr.com/photos/kayone73/5122060489/sizes/z/in/photostream/

Be part of the community: join and write reviewsManage reviews by responding, offering other business suggestions to reviewersOffer appreciations and discountsAsk clients for reviewsLink Yelp to your Twitter and Facebook

SCVNGR

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

SCVNGR: Boston Globe’s Trek

SCVNGR – at a location

Challenges and treks created by others

SCVNGR

Create treks and challengesOffer specialsCreate join treksGreat for institutions and awareness

Google Places – important for SEO

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%!

Niche geosocial: Foodspotting

Foodspotting

Foodspotting guides

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

…and Facebook Offers is the latest

http://www.pcmag.com/article2/0,2817,2403043,00.asp

Peering into the Magic Eight Ball for 2012-2013…

• 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

• 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 gaminghttp://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+)

5. Exercises

Discussion and Exercises

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?

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

3. Will you use geosocial apps to support customer service?

• If so, how? • Using which apps? • How will you respond to negative critique?

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

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?

6. Metrics

• How will you track your success with geosocial?

• How will this integrate into your total social media metrics tracking system?

I’m always available to answer follow-up questions!

Email: debra@communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: linked.com/in/debraaskanaseTwitter: @askDebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977