location based services at asbtdc
DESCRIPTION
Here is the presentation location based services that I gave on January 26, 2011 at the Arkansas Small Business Technology Development CenterTRANSCRIPT
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BlueZooWebsites.com
Twitter.com/ccondray
1/26/2011
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Collin Condray 15 years experience in web
development and programming
Retail data analysis for multi-billion dollar companies (3M and Tyson)
Social media marketing Agency experience with
Collective Bias and Saatchi X Local speaker at University of
Arkansas, JBU, & Webster University
Currently Director of Technology at Blue Zoo Websites
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Introductions
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Who do you work for?
What do you do?
What is your experience with social media or location based services?
What do you hope to get out of today’s session?
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Please Ask Questions!
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Would you like to… Get more word of mouth
about your organization?
Reward your best customers and secure their loyalty?
Let your strongest fans become public ambassadors?
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Would you like to… Have someone handing out
flyers on every corner 1000 ft around your location?
Get more traffic from search engines?
Have another way to generate content on social networks?
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Location Based Services (LBS)
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How do LBS work for visitors? Users “check in” to a location,
primarily using their smartphone’s GPS.
Customized messages about what they’re doing can be sent to people who check in
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How do LBS work for visitors? Location
Items/Rewards
Societies/Groups
User generated content
Reviews
Pictures
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How do LBS work for visitors? Check in notifies all the
friends on the service
Most connect to Twitter and Facebook automatically
Average Facebook user has 140 friends; they can be notified for every check in.
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How do LBS work for owners? Locations claim their
location and manage specials
Manage local activity through the LBS site
Make sure you claim your own organization to prevent squatting
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How do LBS work for owners? Most LBS have widgets for
your website to allow cross promotion
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Why are LBS important?
1.21.4
1.6
4.6
Landline Telephones
Television PCs Cell phones
Users in billions
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Why are LBS important? Number of those using
LBS tripled between 2009 and 2010.
14Source: eMarketer
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Why are LBS important? Number of mobile social
network users is expected to increase 27% this year.
iPhone moving to Verizon, growth of the Android OS, and new tablets will create more demand.
15Source: eMarketer
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Why are LBS important? Make choices of where to go
based on other people’s feedback.
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Who’s using LBS 7% of adults who go online
with their mobile phone use LBS
8% of online adults ages 18-29 use location-based services
10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%).
6% of online men use a LBS vs. 3% of online women.
17Source: Pew Internet Research Center
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Who’s using LBS Among online adults,
62% use a social networking site such as Facebook. 6% of these users use LBS.
24% of online adults make updates using Twitter or another service. Ten percent of these status update site users use a location-based service, over twice the rate of the general online population.
18Source: Pew Internet Research Center
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Mobile phone users say they’d use LBS
Only 13% would not find LBS useful in some capacity.
19Source: eMarketer
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What the experts are saying “Go back three years ago.
Twitter was being used by the same crowd that is playing with Foursquare today…. But I think this lame little location game is going to be bigger than Twitter.”
Robert Scoble, @Scobleizer, January, 2009
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LBS Concerns Privacy
Which people can see updates: everyone or just friends?
Same rules as status updates
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LBS Concerns Anyone can leave a
message without your permission. Need to be aware of what your customers are saying.
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LBS Concerns
Lack of business adoption
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Facebook Places One of the newer services
Large user base (500 million)
Already built into the existing Facebook app so visitors are more likely to have it
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How are they social? Posted to your wall for
friends to see
One of the few that is not GPS based
Friends can check you in (even if you’re not there)
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Check In Click the Places option
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Friend activity Note nearby friends and
when they checked in
Not required to actually be there
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Check In Find local places
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Check In You can check in your
friends, and they can check you in as well.
Option to leave a message or photo for your wall to let other people know what you’re doing
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Why should you use Facebook Places?
Multiple ways to offer deals
Deals and donations are offered by individual businesses.
Friend deals require tagging a number of friends to share savings.
Loyalty deals require multiple check-ins, similar to a traditional punch card.
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Foursquare One of the original LBS so it
is well recognized
Many more places mapped out
Second biggest user base (4 million) after Facebook
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Check In Shows what your friends are
doing
Option to join them
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Check In Find your location.
See if there are nearby specials
Not necessarily real names. “Chez Smith” might be someone’s house.
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Check In Tap through to nearby
specials
Current mayor
Tips about local places
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Check In View the special
May require something special to unlock
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Check In Leave your own message or
photo
Share with friends within Foursquare and on other social media networks like Facebook and Twitter
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Check In Encourages multiple logins
with social gaming
Mayor, first stop bonuses
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Earn Badges Based on volume of use at
certain locations
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Leaderboard Competition See how your friends are doing
Competition encourages more check ins
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Why you should use Foursquare Size of user base
Get a window cling or a QR bar code to remind users to check in
Free to register your location and offer deals
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Location Resources Mayor specials
Frequency based specials after a certain number of check ins
Check-In offers
Wildcard specials are always unlocked, but there is some condition that an employee has to verify.
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Location Resources Provides analytics with
traffic, frequency, time of day, and comments
Start tracking user activity immediately
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Case Study Foursquare is helping
promote tourism in Chicago.
Unique badges
Encourages new people to visit certain places
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Gowalla One of the newer services
Smaller user base (390,000 users)
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How are they social? Has gifting built into it.
Virtual souvenirs or icons that can be traded with friends or hidden for the next visitor
Encourage users to follow Trips to visit multiple places and stamp their Gowalla Passport.
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Check In Shows what your friends are
doing
Option to join them
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Check In Display nearby locations
Locations are categorized as restaurant (e.g. family, American, Asian), bar, convenience store, etc.
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Trips Multiple location check ins
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Pins For completing certain tasks
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Check In Location statistics
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Check In Leave your own message
Share with friends within Gowalla and on other social media networks like Facebook and Twitter
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Why should you use this service? Gowalla now supports
checking in on both Facebook Places and Foursquare in addition to sharing with both Twitter and Tumblr.
Multiple location feature. Good if you have more than one physical location or partners.
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Case Study
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Whrrl Relatively small user base
(350,000 users)
Based around a story known as a footstream.
Others can contribute to a story as well.
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How are they social? User generated societies. Some
societies are joined automatically when a check in occurs
Shared reviews
User comments within Footstreams
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How are they social? Point based system with a
leaderboard
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Check In Check ins also include
recommendations from other users at nearby places
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Check In User recommendations
accepted
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Check In Recommendations for the
next stop
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Check In Range of notifications
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User Generate Recommendations Can be positive or negative
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Check In Syndicate back through
Facebook and Twitter
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Win instant prizes Checking in gives you the
details of how to win the prize
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User Generated Actions Get extra points by completing
tasks people who have been there before have proposed
You can also make recommendations that will get you points if other Whrrl users complete them
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Society Participation Belonging to a society gets
you rewards.
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Multiple logins are encouraged More logins and earning more
points give you improved win options
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Not every visit is a winner Encourage multiple visits.
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Case Study Win a chance for free gas a
Murphy Oil.
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Why should you use this service? Building a community
around shared interests and events.
Multiple reward opportunities
Good for documenting events such as concerts after checking in.
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Other Services SCVNGR
Yelp – local search and user reviews
Google Latitude
Stickybits-Social barcodes
Urbanspoon
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Group Buying Lets shoppers “gang
up” on a deal.
Retailers get guaranteed customers.
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Listen
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What are your customers saying about you on location based services?
Check into your own location.
Is there anyone already passionate about you?
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Engage
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POST
People
Objectives
Strategy
Technology
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People
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What are you customers ready for? Do the demographics match?
Do you see a lot of people at your location with smartphones?
How open to sharing are they?
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Objectives
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What are your goals?
Listening
Get insights
Talking/broadcasting
Amplify existing marketing initiative
Supporting
Embracing – integrate your customers
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Strategy
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What change do you want your customers to make?
Carry messages to others
Engage more with your organization
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Incentives What would your users
consider a “wow” they must share with their friends?
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Employee training Make sure employees:
Remind visitors to check in.
Understand how to redeem special offers.
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Technology
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What LBS should you use?
Reach
Storytelling
Incentives
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Measure
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Number of check ins
Key influencers, who’s talking about you
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Measure
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What are they saying? (wordcloud)
Good vs. bad comments? Are the number of good comments going up?
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What can you do with the measurements?
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Customer service
Correct misinformation
What is it that the community has an interest in that is not currently being discussed online?
“Geez, one bad employee can really ruin your day!”
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Reacting to Measurements
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• Generate awareness among customers and other community members about your organization
• Increase employee awareness
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Reacting to Measurements
90
• Keep content/interactions helpful, fun, and inspiring
• Increase impressions from multiple sources on a variety of platforms
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Blog.BlueZooWebsites.com
Twitter.com/ccondray
1/26/2011