Location-based services

Why you should “check in”

What are location-based services?

Why LBS are catching onReal-time updates are the norm

Smartphones are ubiquitous

Consumers get a personalized experience

LBS easily integrate with existing social networks

The check-in model allows for “push” updates

“2010 Will Be the Year of Location” – Dillon Amburgey’s Blog, 1/11/10.

The check-in model solves for several concerns Privacy Accuracy Context Frequency

“Why Gowalla and Foursquare are kicking Google’s ass in location – the check-in model” – Gustav’s Mindshare, 12/30/09.

Check-in apps

Ease of UseSocial Media Integration#2 Location accuracy#1

Opportunity to earn dealsStatus features Friend connectivity

#2

Ease of useOpportunity to earn dealsStatus featuresFriend connectivitySocial media integration

#1

“Which app does check-ins best?” – Mashable.com, 06/10/10.

Another check-in app: Yelp

“Which check-in service attribute is most important to you?”

“Which app does check-ins best?” – Mashable.com, 06/10/10.

LBS usage rates

SERVICE UNIQUE VISITORS AS OF 05/10 % CHANGE, YOY

Yelp 9,793,743 +20%

Foursquare 1,395,341 +29,394%

Gowalla 218,183 +10,998%

BrightKite 93,394 -13%Compete.com, 6/17/10

Key questions about LBS Will LBS reach critical mass?

PRO: recent strong growth rates CON: lack of widespread usage among casual

users

Can LBS be a useful mass marketing tool? PRO: capability for reach, word-of-mouth CON: not without critical mass

Do LBS make sense for your business? If you own a brick-and-mortar retail business If you are comfortable being a first- or second-

mover in your industry If your customer base is social in nature If you are a niche business, or intend to use

LBS to support targeted efforts If you need a surefire way to engage

5 simple ways to integrate LBS into your existing marketing efforts

1. To reward loyalty2. To increase customer base3. To manage cyclical business declines/slumps4. To foster buzz/word-of-mouth5. To differentiate among competitors

8 Foursquare promotion ideas for your business1. Like a loyalty card. “Free x for every x number of check-ins.”

2. As a bonus or upgrade. “Free x every time you check-in on Foursquare.”

3. As a way to boost foot traffic on slow days. “40% off on Wednesdays when you check in on Foursquare!”

4. As an incentive to first-time visitors. “Free x the first time you check-in.”

5. As an incentive for repeat visitors. “The Mayor (the person with the most check-ins in the last 3 month period) gets free x.”

6. As an incentive for bringing friends. “Free x if you check-in with more than 3 people.”

7. As a vehicle to give out something unique. “Limited edition x if you check-in on Foursquare!”

8. As an added value for your sponsors. Having a conference? Offer attendees the ability to check in at each of your sponsor’s businesses to get half off their admission fee.

“8 Foursquare Promotion Ideas for your Business” – BeingCheryl.com, 4/15/10

How merchants are leveraging LBSStarbucks

How merchants are leveraging LBSSephora/Bravo

How merchants are leveraging LBSExplore Chicago

How to measure success

The future of LBS?

Questions?

Carolyn Maul@CarolynMaul

savvysocialist.com