how eddystone can be the most powerful tool for agencies in 2017
TRANSCRIPT
How Eddystone can be the Most Powerful Tool for Agencies in 2017Kshitij DeoLead EngineerMobStac
Beaconstac Webinar
Jan 2017Neha MallikSenior MarketerMobStac
• What is Eddystone?
• Proximity Marketing with Eddystone Beacons
• Eddystone Use Cases
• Beaconstac Case Studies
• Setting up an Eddystone Campaign from scratch
• Q&A
Today’s Webinar
• New format for BLE beacon broadcast, developed by Google
• Cross-platform and capable of supporting Android, iOS and any platform that supports BLE beacons
What is Eddystone?
Different packets that Eddystone broadcasts
• Eddystone UUID - Works with native apps
• Eddystone URL - Great for one-time transactions
• Eddystone TLM - Helps with fleet management
What is Eddystone?
Why do Proximity Marketing with Eddystone?
• The Proximity Marketing industry will be worth $52.46B by 2022
• More than half (55%) of the industry players support Eddystone format
Proximity Marketing with Eddystone Beacons
(1) Does away with the need for a beacon-enabled app
• iOS - Eddystone URL opens on Chrome Today Widget
• Android - Eddystone URL opens on Chrome and Physical Web app
Proximity Marketing with Eddystone Beacons
(2) Does away with the need for a sizeable audience on a 3rd party app
• Popular 3rd party apps used include WeChat, Shazam, etc.
• Many verticals struggle to find an app widely used by their audience
• Eddystone helps them interact with users by triggering URLs directly
Proximity Marketing with Eddystone Beacons
• Can be used by brands to target customers who have not installed their app
• Used to incentivize app download/check brand’s website
• Can be used by restaurants to improve their guest queueing system
Eddystone Use Cases# 1 In commercial settings
• Can be used at bus stops/train stations to provide information on schedules, delays etc.
• Send links to public surveys
• Does away with the need to download apps for fly-by use
• Can be used at parking meters to simplify the payment process
Eddystone Use Cases# 2 For public utility
• Can be used at coffee/soft drink vending machines
• URL could be of a contest on the participating brand’s website
• Great scope of reaching a large audience, without using an app
• Can be attached to movie posters to view video clips
Eddystone Use Cases# 3 In public spaces
• Entertainment One promoted the movie BFG using Eddystone
• 50 six foot jars were placed across London
• Push notifications sent to all smartphone users within 15 metres of the jar
Popular Eddystone Campaigns# 1 Entertainment One’s promotion of BFG
• Waze is installing Eddystone beacons, covering 7500 miles
• Beacons will be configured to transmit signals
• Bluetooth-enabled smartphones will pick these signals for GPS like accuracy
Popular Eddystone Campaigns# 2 Waze boosts location accuracy in tunnels
• Aim – assist attendees in connecting to local WiFi network
• 6 beacons placed at the entrances to the event
• Notifications triggered = 690, CTR of 35% - unmatched on Digital channels
Beaconstac Case Studies# 1 Beaconstac at HasGeek’s Event
• Beacons deployed to inform people about availability of free WiFi
• Placed at 32 locations across India, 20 beacons/location
• Notifications sent per day ~ 3000, CTR between 13% to 14%
Beaconstac Case Studies# 2 Popular Tech Giant leveraging Beaconstac
(1) Identify the goal of your campaign
Setting up an Eddystone Campaign
• Drive mobile app downloads
• Boost in-store sales
• Drive nearby customers in-store
• Collect customer feedback
• Gather analytics on customer responses
(2) Purchase beacons
Setting up an Eddystone Campaign
Setting up an Eddystone Campaign
• Grid-based beacon deployment • Point-based beacon deployment
• Choose between -
(3) Location Set up
(4) Create a floor plan
Setting up an Eddystone Campaign
• Note objects that might hinder beacon signals (eg: metallic surfaces, wall material)
• Map down points of interest
• For accuracy mount beacons 3m to 5m above the ground
Beaconstac Eddystone Platform
• UNLIMITED user interactions
• Integrated with Google Analytics
• Rules-based rotating URLs
• Custom Domain
• Customer Support