beyond iot: hyperlocal marketing w/ ble beacons
TRANSCRIPT
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Get this Presentation @ Slideshare:
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Beacons as Lighthouses
Hyperlocal Marketing
The 411 on Beacons
iBeacon vs. Eddystone
Beacon Case Studies
Designing your Beacon Campaign
Session Takeaways & Resources
What will we Learn Today?What will we Learn Today?
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Beacons as Lighthouses
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“One simple purpose
in life. I'm a beacon.
I send out my signal.
That's all I do.”
- The Lighthouse
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“BLE Beacons are the Lighthouses of the
21st Century.”
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“Beacons are low-cost transmitters that use
Bluetooth Low Energy to provide Bluetooth smart
devices a new level of proximity awareness”
- Casey Markee
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Hyperlocal Marketing
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Remember Minority Report?
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Image Credit: MobileLeadsLocal.com
Beacons = “Convenience Marketing”
“Delivering a personalized marketing message for a product or service in real-time to a target consumer exactly when they
need it!”
- Casey Markee
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Optimize for Micro-Moments
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Optimize for Micro-Moments
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The 411 on Beacons
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Beacons are Small but POWERFUL!
Beacons range from quarter-size to deck-of-cards size and cost between $5-80 each.
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Beacons are Small but POWERFUL!
Beacons are about the size of a quarter and cost between $5-80 each.
Visit bit.ly/beacon-hardware-guide
For a Full Review of Beacon Price Points
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How do Beacons Work?
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Geofencing vs Beacons: What’s the Sitch?
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Geofencing vs Beacons: What’s the Sitch?
“Beacons win-out because they take less battery
power, are more precise, and can be used for
turn-by-turn indoor navigational cues!”
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What can you do with Beacons?
Image Credit: Kinetica.mobi
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Main Beacon Wireframes
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Apple iBeacons: App-Focused
App-Based (put can also use
Apple PassBook)
Proprietary (but does work on
Android)
Can send messages only through
UUID (Universal Unique
Identifier)
No use of EIDs (Ephemeral
Identifiers)
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Google Eddystone: No App Needed
Supports URL and App for
messaging.
Open-Source (available on
GitHub)
Can send messages through
UUID (Universal Unique
Identifier), URL or Telemetry.
Uses EIDs (Ephemeral
Identifiers) for secure tracking.
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Why should you use Beacons?
Image Credit: Swirl.com
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“By adding significantly more capacity to
advertising transmissions, Bluetooth 5 will further
propel the adoption and deployment of beacons
to users around the world. ”
- Mark Powell, Bluetooth SIG
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“565 million Bluetooth-enabled beacons
shipping annually by 2021”
- ABI Research
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“Eddystone forecast to
become the dominant
beacon standard by
2020”
- ABI Research, 2016
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Why Eddystone?
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This is called the “Physical Web”
800 million additional users ready to
interact with beacons as Android makes
up 67% of overall iOS market
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Physical Web & Nearby Notifications
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Physical Web & Nearby Notifications
Enable Nearby Notifications:
Settings > Google > Nearby Notifications. If it is off, turn it on.
Make sure Bluetooth® is on: Settings > Bluetooth.
Make sure Location is on: Settings > Location.
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Why Eddystone? Google I/O “Beacon Tools” Launch
http://bit.ly/beacon-tools
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Why Eddystone? Google I/O “Beacon Tools” Launch
Google Beacon Tools for Android and iOS can
be used to provision a beacon, attach
content, and serve it through your apps!
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What about Security?
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What about Security?
Piggybacking
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Ugh…BORING Casey! Why Should I Care?
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Beacon Case Studies
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The Future for Mobile is all about the
“Digital Concierge”
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Did you know you can already use BLE beacons to “check-in” to your
hotel?
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iBeacon Case Study: Starwood Hotels (SPG)
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Or use them to “navigate” your way
to your next flight gate.
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Eddystone Case Study: UK’s Gatwick Airport
Gatwick Airport installed 2000 Beacons to power an
augmented reality wayfinding tool to navigate users in their two terminals. The beacons are accurate to
+/-3ft.
Push notifications are pending.
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Need to “catch” a train? There’s a
beacon for that as well.
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Eddystone Case Study: TriMet PTA (OR)
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You can even FIGHT human
trafficking with beacons!
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Eddystone Case Study: Beacon of Hope Project
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Eddystone Case Study: Beacon of Hope Project
Equip public restrooms with Beacons &
“Dash” buttons to signal for help and rescue!
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In short: Beacons are Pretty Bad-Ass
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So How do I get Started?
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Get a Beaconstac Starter Kit – Costs $79!
Comes with 3 enterprise-grade
BLE Sensoro beacons
Supports BOTH iBeacon &
Eddystone
Each beacon can cover up to
50ft and last up to 4 years.
The longer the distance, the
shorter the battery life.
Create a Campaign directly
from the app in 15 Minutes!store.beaconstac.com
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Get a Beaconstac Starter Kit – Costs $79!
Comes with 3 enterprise-grade
BLE Sensoro beacons
Supports BOTH iBeacon &
Eddystone
Each beacon can cover up to
50ft and last up to 4 years.
The longer the distance, the
shorter the battery life.
Create a Campaign directly
from the app in 15 Minutes!store.beaconstac.com
Use Promo Code CASEY10 for 10% Off!
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Or…Use an Existing Beacon Network!
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Or…Use an Existing Beacon Network!
Mobiquity operates a beacon network in 400+ major shopping malls in the U.S. 7500 unique retailers leverage that
network!
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Designing your Beacon Campaign
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Understand your “Duty of Care”
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Does your Messaging Provide “Value?”
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What is the Optimal Context & Timing
for my Beacon Messaging?
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Where can I most “Efficiently’ Deploy
my Beacons?
estimote.com/indoor - Indoor Location SDK
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Are you Avoiding “Notifications”
Overload?
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Are your Beacons an “Isolated”
Marketing Initiative?
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Session Takeaways & Resources
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Session Takeaways
Beacons are Widespread: more than 565 million Bluetooth-
enabled beacons shipping annually by 2021
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Session Takeaways
Beacons are Widespread: more than 565 million Bluetooth-
enabled beacons shipping annually by 2021
Beacons are Low-Barrier: You can be up in 24 hours, for
less than $99, and cover an area of several hundred meters.
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Session Takeaways
Beacons are Widespread: more than 565 million Bluetooth-
enabled beacons shipping annually by 2021
Beacons are Low-Barrier: You can be up in 24 hours, for
less than $99, and cover an area of several hundred meters.
Beacons Enhance Marketing: Drive traffic, retarget traffic,
or use them to push new offers & experiences.
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Beacon Resources List
BLE Beacons Overview: https://developers.google.com/beacons/
Physical Web: https://google.github.io/physical-web/
Eddystone Format: https://github.com/google/eddystone
Google Beacon Demo Platform: http://bit.ly/google-beacon-demo
iBeacon Format: https://developer.apple.com/ibeacon/
Micro-Moments: http://bit.ly/micro-moments-explained
Beacon Mapping SDK: http://estimote.com/indoor/
Beaconstac Resources: http://www.beaconstac.com/resources
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Thank You!
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Casey Markee
Founder, Media Wyse
www.MediaWyse.com
@mediawyse
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Today’s Presenter is…