beyond seo: proximity marketing with bluetooth beacons

SEO Class

Beyond SEO: Proximity Marketing w/ Bluetooth BeaconsPresented by:

Casey Markee SearchEngineNews.comGreg Gifford - DealerON

@MediaWyse #Pubcon1

@MediaWyse #Pubcon"Beyond SEO: Proximity Marketing with Bluetooth Beacons"

Learn to Leverage Next-Generation Retail Experiences, Beacons, are the latest evolution in the landscape of IOT. As small as a quarter, these are wireless Bluetooth-powered location-aware transmitters that provide increased geo-targeting through apps or WIFI. In 2016, beacons are projected to influence over $40 Billion in retail sales. In this presentation, attendees can expect to learn all of the following: What Beacon Technology is and how it can be deployed effectively. The strengths and weaknesses of the major beacon wireframes. The role of beacons and geofencing using novel case studies.

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Get this Presentation @ Slideshare:http://bit.ly/pubcon-beacons

Live tweet this talk here:

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Beacons as LighthousesHyperlocal MarketingThe 411 on BeaconsiBeacon vs. Eddystone vs. AltBeaconBeacon Case StudiesDesigning your Beacon CampaignSession Takeaways & ResourcesWhat will we Learn Today?

What will we Learn Today?

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Beacons as Lighthouses

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One simple purpose in life. I'm a beacon. I send out my signal. That's all I do.- The Lighthouse

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BLE Beacons are the Lighthouses of the 21st Century.

@MediaWyse #Pubcon-Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range -For example, the app can be programmed to deliver a personalized message or coupon.

Beacons are low-cost transmitters that use Bluetooth Low Energy to provide Bluetooth smart devices a new level of proximity awareness- Casey Markee

@MediaWyse #Pubcon-Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range -For example, the app can be programmed to deliver a personalized message or coupon.

Beacons are the KEY contextual component of the Internet of Things (IoT). They alone have near universal compatibility with mobile devices!

@MediaWyse #Pubcon- There will be 26 billion connected devices around the world by 2020. This is a conservative estimate made by Gartner Research. That is a 30-fold increase over 2009 numbers.

Hyperlocal Marketing

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Remember Minority Report?

@MediaWyse #PubconRemember 2002s Minority Report when Tom Cruise is running through the mall and getting virtually targeted by all those ads? Thats set in 2054 but similar targeting is already possible now.

This hyperlocal targeting is just the next evolution into what is called.

Image Credit: MobileLeadsLocal.comBeacons = Convenience Marketing

Delivering a personalized marketing message for a product or service in real-time to a target consumer exactly when they need it!- Casey Markee

@MediaWyse #Pubconconvenience marketing!

What is that?

How do we practice convenience marketing?

The 411 on Beacons

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Beacons are Small but POWERFUL!

Beacons are about the size of a quarter and cost between $5-80 each.

@MediaWyse #PubconCheck-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points.

Sensoro, etc.

Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.

Beacons are Small but POWERFUL!

Beacons are about the size of a quarter and cost between $5-80 each.Visit bit.ly/beacon-hardware-guideFor a Full Review of Beacon Price Points

@MediaWyse #PubconCheck-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points.

Sensoro, etc.

Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.

How do Beacons Work?

@MediaWyse #PubconBeacons operate using Bluetooth 4.0 or Bluetooth Smart which is the latest iteration of the classic Bluetooth functionality that has been around since 1994.

Bluetooth and WIFI can both be used to power beacons but Bluetooth tends to have a pretty good stranglehold right now based on the low energy needed to operate. It also tends to go through walls, around corners and is just more agile than WIFI.

But the most important reason that Bluetooth seems to be the standard is this:

Unlike WIFI which never asks for permission to connect, consumers must turn on BLE on their phones, allow location detection, and, if an app is used by the retailer, opt-in for notifications.

Thats more customer-friendly.

What can you do with Beacons?

Image Credit: Kinetica.mobi

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Main Beacon Wireframes & Evolutions

@MediaWyse #PubconEddystone, iBeacon and Alt-beacon are all BLE advertising packet formatsFacebook beacons are a type of beacon based on the iBeacon format.Apple iBeacon = released 6/13AltBeacon = released 7/14Facebook Beacons = released 6/15Google Eddystone = released 7/15 named after the Lighthouse in UK of the coast of Devon.

BLE Beacons (Dedicated Beacons used to mark zones or areas for personalized targeting)

Apple iBeacon is the more popular choicefor now. And it does work with Android, however, since Eddystone and AltBeacon are open source and offers cross-platform support for both iOS and Android, they have a clear edge.

The same examples that are used for iBeacons apply to AltBeacons. The only unique thing about the AltBeacons is the ability to have different Manufacturer IDs, different Beacon codes, and the 1byte of reserved data at the end that holds specific manufacturer information.

Facebook Places Tips trigger when within 100 ft of beacon.Serve a Welcome Note to Visitors.Serve prompts to Like the page or check-in.Feature posts from your page or those of your Fans.Facebook Beacons: Cool but Limited.

http://bit.ly/facebook-beacons

@MediaWyse #PubconGreg HATES bullet points as youll see later in the PPT but they work well with big takeaways like here.

Once a customer comes within about 100 feet of the device, they'll have access to place tips on Facebook. This "place tips on Facebook" pops up inside the Facebook app automatically.

Place Tips are only available on iOS devices. Place Tips may still appear via GPS on Android devices with Location Services on.

Place Tips appear at the top of your customer's News Feed while they're at your store, providing a valuable entry point to information about your business at highly relevant times.

Limited in that you cant really push custom offers. Its more to drive general awareness.

Big Order Beacon button available now and leads you to this page: https://www.facebook.com/business/a/facebook-bluetooth-beacons-imbed

There are some clear benefits thought:

-More reach: increase engagement and drive likes.-More reviews: beacons will increase your reviews, especially if you ask for them.-More influence: you can target and direct your fans/customers while in your locations. This can and will drive more sales.

Apple iBeacons: App-Focused & Hot

App-Based (put can also use Apple PassBook)Proprietary (but does work on Android)Can send messages only through UUID (Universal Unique Identifier)No use of EIDs (Ephemeral Identifiers)

@MediaWyse #Pubcon- iBeacon transmits a UUID (16 digit string of numbers), Major (4 digits) and Minor (4 digits). Thats it. Nothing else. They arent mini-servers or tracking devices. Beacons themselves do not track anything. Apps do the tracking if thats what they are programmed to do.

with the launch of iOS 7.1 Apple announced a game-changing improvement to iBeacon. Now, once an app is installed, it will look for beacons even if the app is shut down or a user has rebooted his/her phone

You can also use Apple Passbook to send push notifications - PassBook is a utility application on iOS devices which has the ability to tie-in with iBeacon technology

- iBeacon still very popular but losing ground daily to Eddystone

AltBeacons: 1st Open Beacon Specification

1st Beacon for non-iOS devicesOpen to everyone and every type of advicefor free.Does not favor one vendor over another and no fees or royalties collected or needed.Ability to have different Manufacturer IDs & different Beacon codes.

http://altbeacon.org

@MediaWyse #Pubcon- One byte of reserved data at the end that holds specific manufacturer information.-

Google Eddystone: The New Kid on the Block!

Supports URL and App for messaging.Open-Source (available on GitHub)Can send messages through UUID (Universal Unique Identifier), URL or Telemetry.Uses EIDs (Ephemeral Identifiers) for secure tracking.

@MediaWyse #Pubcondoes not need a mobile app to send messages to smartphone usersUses three different wireframes to send information, substantially more functionality.- Google Now can provide increased contextual information (showing menu items when users sit down in restaurants)- restaurants can push discount codes, and happy hour specials through URLs, these can be more personalized.- integration with Google Maps provide real-time transit information and fast-access to real-time schedules- museums and tourist attractions won't need docents or tour guides, information can be sent directly to the user via URL.- asset tracking will be increased, you can attach beacons to your bags and track them at the airport - never lose a bag again!

NOTE: The only way Eddystone can work with a device that does not have a compatible app installed, is to transmit using the URL packet

How do you protect against hacking or someone putting up a beacon at the entrance to a sports arena and trying to inject malware? Thats where the EIDs come into play. Google created these to allow beacons to broadcast a signal that is only identifiable to authorized clients. To prevent such hacking/malware attacks.

Why should you use Beacons?

Image Credit: Swirl.com

@MediaWyse #PubconSwirl platform is currently deployed at leading retailers throughout the U.S. and Canada, including Lord & Taylor, Marriot, Hudsons Bay, Urban Outfitters, Alex & Ani, Kenneth Cole and Timberland stores.Surveyed thousands of shoppers over a period of 3-months

@MediaWyse #PubconIt will double the range and quadruple the speed of low energy Bluetooth transmissions. But theres more. Bluetooth 5 will also provide significant new functionality for connectionless services like location-relevant information and navigation.

The range of Bluetooth Smart will increase by up to four times, going up from current 50 metres limit to up to 200 metres. Furthermore, the organisation said that data speeds will double to 2Mbps from 1Mbps without making any compromise on energy consumption.

By adding significantly more capacity to advertising transmissions, Bluetooth 5 will further propel the adoption and deployment of beacons to users around the world. - Mark Powell, Bluetooth SIG

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@MediaWyse #PubconRight now beacons are in their infancy. There are less than 1 million beacons installed US-wide and 6 million beacons worldwide.

There will be 4.5 Million Beacons installed in the US by 2018!

@MediaWyse #Pubcon85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016thats about 3.5 million unique locationsEstimates for total beacon deployment continue to skyrocket. ProxBook says that worldwide there will be 400 million beacons by 2020.

400 Million Beacons Worldwide by 2020- ABI Research

@MediaWyse #Pubcon85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016thats about 3.5 million unique locationsEstimates for total beacon deployment continue to skyrocket. ProxBook says that worldwide there will be 400 million beacons by 2020.

Eddystone forecast to become the dominant beacon standard by 2020- ABI Research, 2015

@MediaWyse #PubconGoogle's recent announcement of Eddystone support for Chrome browser on Android was hailed by business leaders as a game changer for the proximity marketing industry

The release of Android Chrome support for Eddystone enables 800 million additional users seamlessly to be able to interact with the Physical Web aka Eddystone-URL.

Why Eddystone?

@MediaWyse #PubconThis is important because of the Physical Web. The Physical Web is a discovery service powered by bluetooth low energy beacons. Smart objects broadcast relevant URLs that any nearby device can receive.

It is now standard with Chrome and available on most of your smartphones. This uses the Eddystone URL wireframe to push out content.

The Physical Web acts like a universal app that allows users to walk up to any device - a vending machine, a poster, a toy, a bus stop, a rental car - and get useful content via URLs.

Basically it turns CHROME on your phone into an App.

Why Eddystone?

800 million additional users ready to interact with beacons as Android makes up 80% of smartphone market

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Why Eddystone? Google I/O Beacon Tools Launch

http://bit.ly/beacon-tools

@MediaWyse #PubconApp-powered developer SDI to register and deploy Eddystone beacons.

Quietly launched on 4/16 but rolled out fully at Google I/O in May.

http://newsvideo.su/tech/video/64496

Why Eddystone? Google I/O Beacon Tools Launch

Google Beacon Tools for Android and iOS can be used to provision a beacon, attach content, and serve it through your apps!

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Beacon Case Studies

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The Future for Mobile is all about the Digital Concierge

@MediaWyse #PubconThe growth of this Physical Web is what is going to make things like the Digital Concierge a reality and make all of you in the audience MASTERS and meeting the needs of your customers.

Did you know you can already use BLE beacons to check-in to your hotel?

@MediaWyse #PubconThis is currently happening.

iBeacon Case Study: Starwood Hotels (SPG)

@MediaWyse #PubconStarwood Preffered Guest is known for their Westin, W, Sheraton and other brands.

SPG Keyless is the first truly keyless solution for a global hotel brand. In some regions, SPG members are able to check in from their device and go straight to their room.

An iBeacon picks up the guests phone when in close proximity and unlocks the room door, giving the guest a keyless entry to his room. This is such an engaging and efficient experience for a guest.

Benefits for hotels:

Virtual check-inFinding the room and indoor navigationKeyless entry into roomsIn-room controlsRoom serviceOffers and loyalty programsAnd of course, check-out

Or use them to navigate your next trip to the grocery store?


iBeacon Case Study: Marsh Supermarkets (IN)

http://bit.ly/ibeacons-101

@MediaWyse #PubconThe apple watch specifically features Bluetooth 4.0 which is going to allow retailers to actually track you with hyperlocalized offers as well.

Marsh Supermarkets in IN the first grocery store chain (75 stores) to launch an iBeacon-Apple Watch integration. The technology allows for shoppers with an Apple Watch and applications with inMarkets application technologies to be notified of their shopping lists when they enter any Marsh store.

Need to catch a train? Theres a beacon for that as well.


Eddystone Case Study: TriMet PTA (OR)

@MediaWyse #PubconFirst big Eddystone case study by Google was in Portland for the PTA

87 light rail stations beam notifications to commutersUses Bluevision beacons to connect with cell phones (no app required)Instead they use the alert screen to pop up notifications to those in range from the cloudUsers can then use browse these notifications to see arrival and departure information

You can even FIGHT human trafficking with beacons!


Eddystone Case Study: Beacon of Hope Project

@MediaWyse #PubconThis is a map of known human trafficking activity occurring, right now, here in the United States. Youll notice that Las Vegas is represented there. Its a systemic problem nationwide!

America and Penelope Lopez, pilot program coming to LA and other cities.

Eddystone Case Study: Beacon of Hope Project

Equip public restrooms with Beacons & Dash buttons to signal for help and rescue!

@MediaWyse #PubconThe only time victims are away from their captors and alone is when they enter a public bathroom. In there, the victims would potentially have access to two types of devices: one a Bluetooth device prototyped with the Intel Curie IoT board and the other based on the Amazon Dash Button.

America and Penelope Lopez, pilot program coming to LA and other cities.

In Short: Beacons are Bad-Ass!

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So How do I get Started?

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Get a Beaconstac Starter Kit Costs $89!

Comes with 3 enterprise-grade BLE Sensoro beaconsSupports BOTH iBeacon & EddystoneEach beacon can cover up to 50ft and last up to 3 years.The longer the distance, the shorter the battery life.Full support and analytics provided up to 1 year.

store.beaconstac.com

@MediaWyse #PubconFor shorter range, 15ft or less, the beacons last 3+ years.

For longer range, 50ft+, the beacons last 6-12 months.

Beacons powered by replaceable AA batteries.

In order to interact with the beacon, Bluetooth needs to be turned on and the customer needs to have the app downloaded on their phone. A beacon by itself does nothing. However, you can trigger a notification reminder to turn on the bluetooth with our Geofence feature.

OrUse an Existing Beacon Network!

@MediaWyse #PubconNY-based Mobiquity Networks owns and operates the largest shopping mallbased beacon advertising network in the U.S. This network is installed in mall entrances and common areas. It allows retailers to target customers without having to install and operate their own beacons.

It allows anyone to target over 50,000+ storefronts.

More beacon networks can be researched at ProxBook.com.

OrUse an Existing Beacon Network!

Mobiquity operates a beacon network in 400+ major shopping malls in the U.S. 7500 unique retailers leverage that network!

@MediaWyse #PubconKey areas that you should take note while using a beacon network are the popularity (and adoption) of the app and the terms and conditions with regards to the data ownership (specific to your business).

It is always advisable to agree on mutual data ownership with the third party app, as the data mined can be used for strengthening your customer knowledge, online marketing and omni-channel strategy.

More beacon networks can be researched at ProxBook.com.

Designing your Beacon Campaign

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Understand your Duty of Care

@MediaWyse #Pubcon - If you are going to be using beacons you need to give your audience a heads up. Provide your target audience with full information and a review of the benefits so they can make an informed choice.

Does your Messaging Provide Value?

@MediaWyse #PubconAre you providing a discount? A free product? Is the messaging worthwhile or just a hey, we are cool and have beacons message?

What is the Optimal Context & Timing for my Beacon Messaging?

@MediaWyse #PubconBlack Friday as people are rushing through the storeprobably not the best time. But as they are all lining up outside? Maybe.

Where can I most Efficiently Deploy my Beacons?estimote.com/indoor - Indoor Location SDK

@MediaWyse #PubconThink through an in-depth scenario map of how you want your beacon to perform. When and where do you want that beacon to perform?

Check-out estimote.com/indoor/ for a free Beacon Mapping SDK (Software Development Kit)

Are you Avoiding Notifications Overload?

@MediaWyse #PubconThe average reaction rate to these notifications was just six percent across iOS and Android devices.

Quora is a great example of notification fatigue. Their apps used to send dozens of notifications a day in 2014. And if you had something go viral, you would receive a notification for each upvote which could be in the 100s it was insane.

Fortunately, they revamped this in late 2014these are issues you must be aware.

Are your Beacons an Isolated Marketing Initiative?

@MediaWyse #PubconMake sure to link your beacon marketing strategy to print, digital, and email initiatives. Just like anything else, it should be coordinated and publicized.

Session Takeaways & Resources

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Session Takeaways

Beacons are Widespread: 85% of the top 100 US Retail Locations will be equipped with Beacons by end of 2016

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Session Takeaways


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Session Takeaways


Beacons are Low-Barrier: You can be up in 24 hours, for less than $99, and cover an area of several hundred meters.

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Session Takeaways


Beacons are Low-Barrier: You can be up in 24 hours, for less than $99, and cover an area of several hundred meters.

Beacons Enhance Marketing: Drive traffic, retarget traffic, or use them to push new offers & experiences.

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Beacon Resources List

BLE Beacons Overview: https://developers.google.com/beacons/Physical Web: https://google.github.io/physical-web/ Eddystone Format: https://github.com/google/eddystoneGoogle Beacon Demo Platform: http://bit.ly/google-beacon-demo iBeacon Format: https://developer.apple.com/ibeacon/Facebook Beacons: https://placetips.fb.com/beacons/ AltBeacon Format: https://github.com/AltBeacon/ Beacon Mapping SDK: http://estimote.com/indoor/ Beaconstac Resources: http://www.beaconstac.com/resources

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Thank You!

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