Local and mobile - a match made in heaven?

Speakers Gilli Goodman - Google, Matt Hunt - Apadmi and

Dan ‘Mobile Marketing’ Sodergren

Thanks to

Dan Sodergren: that’s me… • Awarding winning ex agency owner,

previous #sascon speaker, Dan Sodergren is a dynamic, social and mobile marketing specialist.

• As a consultant, Dan has worked with social, mobile and gaming clients ranging from start-ups to companies like O2 in topics as varied as gamifaction, geo location, augmented reality, PPC, RTB and back again.

• At present he works primarily with Manchester taxi booking comparison app Justaxi.

• Where he has reduced their CPA by 85%, increased downloads by 400% and bookings by 900% in just three months.

Very Proud To Be Here.

You might know me from…

But…I am not famous…

I do not work for ….

Nor do I have a multi award winning team.

Tweet out about the event using #fasterclass2014

I am a little bit like…

Or a more like…

But what I do is…. Teach people but...

Only really last minute asked by….

So is Mobile and Location a good match?

More like…

i.e. very, very, good together.

Or even…

Why?

• Like all good relationships they have:

• A lot in common.

• Shared values.

• A bit of difference.

• A dominate partner.

• One that stays still.

• The other one does all the moving about.

• I will leave this here.

Main areas of partnering?

• Social Media• Ninety-one percent of searchers say they use Facebook to find local businesses

online. • Click to Call• 66 percent of small- to medium-sized businesses rate phone calls as a good source

for leads.• Geofenced Advertising• Advertisers can reach and deliver content that is completely tailored and

customized to a specific audience in a specific region, where it really counts. • Technology now allows advertisers to use the power of the GPS to ensure their

ads are targeted, specific and relevant to consumers.• Well Duhhhhh….

So they love each other…

BUT where are we going with this? Geo Location, Local, Hyper Local. • It is more than you might at first think.

• “We imagined a future where your smartphone would behave as a sixth sense to a user, a world in which mobile will become a context aware device, capable of interpreting your behaviour and ‘automagically’ understanding what you need.”

• FILIP MAERTENS founder, Jini, promotional video

• “Postmates works like a remote control for your city. You press a button and [in] under an hour the item that you so desire is in your hands.”

• BASTIAN LEHMANN: CEO of Postmates

Are we not there already?

The “Kreme Brule” guy in America..

We are already localising.

Even radio will go Geo Local… with help.

Apple is purportedly on the verge of enthusiastically embracing local advertising as a means to drive new revenue growth and opportunities for iTunes Radio.

Amir Efrati of The Information reported Friday that it’s “In a move that strikes at the heart of Pandora’s advertising business, iTunes Radio is expected to enable locally targeted advertising later this year”.

What would they think?

Is it really any different?

Yes – more than we will ever know…

“Geo location” is more than JUST localising…

It mixes with TIME to create a “culture.”

Location is a culture. It’s deeper than you think at first glance.

Back to basics…

So who goes first.

• The “usual” mobile culprits.

• Retail

• Food

• Travel

Mobile is now the dominant research tool as more than one-

third of shoppers now claim to use mobile exclusively.

Retail.E- tailing, M-tailing, show rooming, show boating..

Retail.

Geo fencing started YEARS ago…

• The North Face Geo fencing.

• And.. Customers have responded well to this type of mobile marketing.

• 79% report they have increased their visits to the store once they started receiving reminders.

• 65% made a purchase as a result of the reminder.

A bit more modern…. How local are you?

This is Local on Steroids.

What you looking at?

Localised around your home

More than 5 million downloads in the first 3 months, of which 30% are new users

FoodMobile is where the mouth is…

The Quick Mac app is notable for combining a variety of services, including ordering, payments, offers, push notifications and geolocation.

And it’s name which is what I love about it.

BK “checkin” good… With Foursquare / Visa.

Worthy of a mention. Waze…• Branded pins appear for locations along the

driver’s route, with users given the option to rerouted.

• When a driver is stopped, a screen “takeover” may push a relevant offer.

• The point being.

• Offers tailored to the route / favourite route.

• But also tailored around contextual factors like time and origin/destination and weather.

• Waze’s “temporal interest graph” that shows cityspecific patterns. It’s B2B as well as B2C.

• Segmenting users based on behaviour: e.g., classifying users who routinely drive to airports or as frequent business travellers etc.

Nothing new… as a concept

But… Now on your phone

Or…

Soon we won’t even crash / drive ;)

But for now we also have…

• What sets it apart: As anyone who is too lazy to even pick up the phone and order pizza knows, Domino’s app is revolutionary in its simplicity.

• With "pizza profiles,” the app stores your order and information, which speeds up and simplifies the process of ordering your pizza.

• Domino’s also recently made it possible to order pizza using your car, pairing the app with Ford’s Sync AppLink system.

A small thing about Starbucks… the poster child for geo location and the cliché BUT…

• Ten million customers use the Starbucks app in the US alone, averaging five million mobile transactions per week, and 14% of all sales.

• Starbucks’ 9% revenue growth across global markets has been largely attributed to the Starbucks app and loyalty program

• The "Tweet-a-Coffee" program, which facilitates sending merchandise of monetary value to a friend via Twitter, uses a social network to mimic the functionality of M-Pesa, the text messaging payment system popular in Africa. Says.. CEO Howard Schultz, earning call, fiscal fourth-quarter 2013

• "I would just add one thing; that is the sense [that] what we are establishing is the Starbucks currency."

Chipotle probably the new Starbucks… ;)

• Chipotle plans to invest $10 million in improving its technology network and its already popular app, the company announced last week.

• What sets it apart: Chipotle's current app allows you to cut the line by ordering ahead of time.

• Chipotle’s updated app would be similar to that currently in use at Starbucks to allow customers to make mobile payments from their phones.

• In the fourth quarter, the company reportedly was able to process six more transactions per hour during its peak lunch rush and five more transactions per hour during the dinner peak.

Chipotle: their app and game (legendary)

Harris and Hoole. Coffee in Tesco’s. • Put it on my tab. • Their new app gives users the ability to load

prepaid amounts of money onto their account.• Customers will be able to set a ‘my usual’ order

they can place and pay for as they enter the shop, meaning they needn’t use their phone or any other kind of payment when they reach the counter.

• Harris+Hoole has not only invested in the app, but a retrofit of their branches with a new till system designed to facilitate the mobile payment function.

• “We’ve already had over 100,000 check-ins at our 36 shops since the app launched in August 2013, and we’re really excited about this next stage.”

EntertainmentNow that’s what I call clever.

Entertainment

• The six-week marketing campaign, developed by Proxama, uses NFC (Near Field Communication) and QR codes on in-store point-of-sale displays in selected branches of UK retailer Game.

• Inspired by the game itself, the competitions asks players to use their smartphones to decrypt a message, leading to entry into a prize draw.

• The campaign uses Proxama’s TapPoint software as the underlying platform, providing Ubisoft with valuable feedback about the competition’s success.

• It’s the feedback data loop which is the clever bit.

Augment all realities..

TravelMy personal favourite. What’s yours?

Poster child time – KLM…

• BUT… Location-based social listening

• Qantas is now trialling Local Measure to help it monitor social media conversations by passengers sitting inside its airport lounges, regardless of whether the user mentions Qantas by name.

• The Local Measure tool will pick up social media conversations in a specific location

• But only if the consumer has chosen to share their location by turning on geo-location in Twitter or checking into a service such as Foursquare or Facebook Places.

Reacting in seconds – in local – on mobile.

Great or too much?

Nice touch.

1st class and then some…

• Virgin Atlantic’s use of Google Glass headsets, as well as Sony smart watches worn by its Heathrow lounge staff, are part of a six-week experiment that began last month.

• Airlines are now harnessing data about premium-class travellers in a quest to provide an ever more personal service.

• A little scary. But perhaps nice.

This probably isn’t Local. But I like the idea.

And this IS Local. And personalised too.

Local but not so local…

Now that’s local.

Use code VIP101.

Still on transport… What about paying…. Without leaving your car…. Scary.

Things are about to get really weird.

Hyper local…

You see Mobile WAS about the Me, the Me, right now.

But soon - it’s all going to be about the (i)

iBeacon• In Education

• An app called BeHere aimed at teachers uses the iBeacon technology to recognize students and automatically take attendance as they enter the classroom.

• In Dating

• A dating app called Mingleton uses iBeacon technology to help you connect only with people in your immediate vicinity.

• In Home Electronics

• An app called Launch Here (formerly Placed) turns your iPhone into the smartest personal assistant that you’ll have at home. The app responds instantly to your environment, allowing you to launch other supported apps.

Your own personalised butler….

Apple is not the only fruit. Android is coming.

But it’s all about the tech….

iOS 8 may just change it all (no heckling)

• Apple’s own comparison between yesterday’s iOS 8 announcement and the 2008 launch of the App Store is an apt one.

• That was the first time the iPhone was opened to third-party developers, and it transformed the device into a digital Swiss army knife with an app for every situation, and a must-have for techies and grannies alike.

• With iOS 8, Apple seems to be making a similar play for users’ health and homes.

Can you see it coming…'Extensibility'

Your Mobile is now Your Genie:

“You aint never had a friend like me….”

Insert picture of iPhone

DISCRETE, PORTABLE, ALWAYS CONNECTED

MEMORY

KNOWLEDGE

INFORMATION

DATA CAPTURE

NAVIGATION

IT WILL BE MORE

Social Augmented Reality

BUT… Who really becomes empowered?

Who also becomes empowered?

What’s the real cost?

You only notice the tanks when they are rolling down the streets.

You have to think a little.

At Justaxi…we support the taxi ecosystem.

Use code VIP101.

It’s a bit like…

Is it really progress at any cost / at all?

Are mobile technologists…

The new scientists of the 80’s?

In the end…

This is all powered by tech and mobile / local.

The question is really….

Local and mobile - a match made in heaven? The answers is they are already married.

What we have to think is …. What will the children be like?

So my three things to think about where…

•1. Location is deeper than you think. • It’s the cultural expression of now. •2. The web was WE, Mobile is ME…•The new world is I…Beacons. •3. What we do with this is what counts.• It’s all data for someone / somewhere.