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Introductory Laeken University presentation on "location" and its opportunities for brands and marketeers.
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by Proximity BBDO Mayor @tijsi
L CATIONWHY YOU SHOULD
CHECK OUTTHE CHECK IN
Laeken University12 August 2010
FACEBOOK RUMORED TO ENTER
LOCATION (STILL)
By wild1don on Flickr
LOCATION IS THENEXT NEW THING
THE QUERY
what i want
THE QUERY THE SOCIAL GRAPH
what i want who i am,who i know
THE QUERY THE SOCIAL GRAPH THE STATUS UPDATE
what i want who i am,who i know
what i’m doing
THE QUERY THE SOCIAL GRAPH THE STATUS UPDATE THE CHECK-IN
what i want who i am,who i know
what i’m doing where i am
John Batelle in Wired
LOCATIONBASEDSERVICES
Services to tell others about where you are.Automatically.
People get used to social media and online sharing.GPS enabled smartphones.3G data subscriptions.New services (including game mechanics).
NOTHING NEW (!?)
5.6 Million venues2 million users
1.4 Million venues340 000 users
“Foursquare and Gowalla, and Brightkite and Loopt before them, and all the other location-focused services out there right now, are just the beginning. Check-ins are useful and gaming elements are fun, but both are features of location, not the endgame that location will be.”
THE TYPICAL
USER
80% male.
Close to 70% between the ages of 19 and 35.
70% have college degrees or higher.
Influential (38% more likely to say friends and family ask their opinions before a purchase).
Especially receptive to mobile coupons and offers.
Up to 20% more likely to consult their phones before a purchase.
Far more likely to research products and services and read customer reviews.
Forrester
Only 4% of the adult, Internet-using population has used any kind of location based service, and just 1% of all adults check into a location at least once a week.
YET EXPECTATIONS ARE HIGHlocation for marketeers
By edventures on Flickr
Event and last-minute campaigns for• hotels• restaurants• theme parks• ...
LOYALCATION
SOCIAL
MOBILE CRM
LOYALTYLOCATION
www.gowalla.com
www.foursquare.comprox.to/foursquare
prox.to/gowalla
by Proximity BBDO Mayor @tijsi
L CATIONWHY YOU SHOULD
CHECK OUTTHE CHECK IN
Laeken University12 August 2010
