1. Social Media
& Geo Location
The Opportunity for
Brands & Advertising
Jez Jowett : Social Media Director
Sam Bateman: Social Media Analyst
Tuesday, 14 December 2010
4. Foursquare
What can Foursquare do for your
brand?
1,000,000 users
•Points
(Earn points by checking in and get rewarded eg. earn 30
points and get a free sandwich.)
•Badges
(Brand specific badges by completing brand tasks.)
•Mayorship
(Reward your most loyal customer by offering discounts or
products to the Mayor of your brand.)
•Tips and To-Dos
(Receive feedback & ideas from customers.)
Tuesday, 14 December 2010
5. Facebook Places
What can Facebook Places do for
your brand?
•Merge your page with your
places page
(Allowing consumers already a fan of your brand to engage
via facebook places.)
•Raise brand awareness
(Every time someone checks-in to your brand specific location
all their friends see that check-in allowing them to converse
around your brand. (Avg FB user has 130 friends.)
•Advertise ‘that’ place
(Currently in Facebook Ads you can advertise a Facebook
Place, this can then drive users to your Facebook Fan/Place
page to increase engagement with your brand.)
Tuesday, 14 December 2010
6. Gowalla
What can Gowalla do for your
brand?
•Pins
(Earn pins based on location of check-in’s such as country
specific pins.)
•Stamps
(Showing your friends where you’ve been on your profile and
how many times, loyal customers can share their fondness of
the brand )
•Items
(Collect items by checking-in at different locations at different
times, you are then rewarded with a special pin)
•Trips
(Create trips for your customers to follow, opportunities for
challenges.)
Tuesday, 14 December 2010
8. Starbucks
Visit > Check-In > Reward
•Started with no financial or physical
incentive
(until May the only reward was the Barista badge)
•Customers could earn rewards while
doing something they already do.
(Becoming the Mayor increases the customers incentive to
engage with the brand.)
•Brand awareness
(Users with the Barista badge’s are raising brand awareness
through their social networks by just obtaining the badge, friends
the become intrigued in how to obtain these rewards)
Tuesday, 14 December 2010
9. Starbucks
Visit > Check-In > Reward
•Started with no financial or physical
incentive
(until May the only reward was the Barista badge)
•Customers could earn rewards while
doing something they already do.
(Becoming the Mayor increases the customers incentive to
engage with the brand.)
•Brand awareness
(Users with the Barista badge’s are raising brand awareness
through their social networks by just obtaining the badge, friends
the become intrigued in how to obtain these rewards)
Tuesday, 14 December 2010
10. Starbucks
Visit > Check-In > Reward
•Started with no financial or physical
incentive
(until May the only reward was the Barista badge)
•Customers could earn rewards while
doing something they already do.
(Becoming the Mayor increases the customers incentive to
engage with the brand.)
•Brand awareness
(Users with the Barista badge’s are raising brand awareness
through their social networks by just obtaining the badge, friends
the become intrigued in how to obtain these rewards)
Tuesday, 14 December 2010
11. NJ Nets
Discover > Pick Up > Reward
•Treasure Hunt
(Consumers hunted for virtual tickets scattered across New York
City for free entry to an NBA game)
•Share
(Consumers were sharing their adventures as they hunted for the
tickets, one winner who couldn’t make it re-dropped their tickets
at another location for someone else to win)
•Brand awareness
(As consumers shared their adventures & findings around the
give away they were communicating with Gowalla & the NJ
Nets, this then raised awareness of the give away and both
brands)
Tuesday, 14 December 2010
12. Coach Men’s
Visit > Check-In > Reward
•Increased visitors
(Coach Men’s in NYC offered the first 200 customers that checked
in to the store a free bottle of cologne)
•Customers could earn rewards while
doing something they already do.
(Just like Starbucks, people are going to visit the store but this
adds another incentive via social)
•Brand awareness
(Customers friends can see that they’re at the opening of Coach
Men’s store and the reward they received for checking-in, this
then creates brand awareness for Coach Men’s as a new store
that rewards customers via social)
Tuesday, 14 December 2010
15. Top Five Recommendations
Launch/Awareness Consideration
How am I going to launch this? Will your audience do this?
Loyalty The Perfect Use
Getting your audience of
to revisit a location to Geo Location Apps
Transaction
be rewarded increases
their loyalty Customers like free stuff!
Footfall
Tuesday, 14 December 2010
17. How it works
Picture Here Picture Here Picture Here Picture Here
Joe checks his Geo He finds out his friend Joe gets out his The pub is offering a
Location App to find Sarah has been to smartphone and voucher on your first
out info on good local this pub before and checks-in to the pub check-in for a free bag of
pubs left a tip explaining crisps when you order a
the draught beer is draught beer.
great.
Result:
Joe is now happy with the pub because
he was rewarded for doing something he
already does
Tuesday, 14 December 2010
18. But wouldn’t it be
great if he could
share this with
his friends & be
rewarded for it?
Tuesday, 14 December 2010
19. Making the experience social
Picture
Here
The pub is offering a voucher on your
first check-in for a free bag of crisps
when you order a draught beer.
Picture Here
Turns out if Joe
shares the voucher
on his social networks
with friends he can
get a free pint with
his next visit.
Result:
Now his friends are happy because they
now know a good pub that rewards
customers and the pub is happy because
everybody knows about them.
Everybody’s happy.
Tuesday, 14 December 2010
21. Geo Location Privacy
Geo Location has its exploits &
problems
•Hacks
(geo location hacks are out there to be exploited with fake
check-ins when the user is no where near that location)
•Privacy
(not everyone wants to publicly display their location
which limits your audience)
•Robbery
(the public is worried about burglars knowing where you
are)
Tuesday, 14 December 2010
