Location-based Technologies (LBT) and SMM

Here I Am! So what’s the big deal?

Smartphone Growth = LBT Growth

• The “Post PC” world

• United States • Chile

• 3x Growth 2009-2012• Penetration: 3 million

• Location-Based Technologies• Outdoor: GPS• Indoor: WiFi, Bluetooth

Location-based Social Networks• The “Check-in” • 100% Location-based

• Foursquare • Scvngr

• Location-based Enabled• Facebook• Google+• Yelp

• Growth Industry• 1999 website marketing levels• New apps every month

FourSquare Loyal Users – attractive for marketers

Benefits: Very Cheap to create Creativity + other SM to make it go viral

Small Business Example

New “Twitter-like” Business Model Merchants + Promoted Updates

Challenges for Marketers• 2012 Social Media Week

• Barcelona, Berlin, Bogotá, Chicago, Glasgow, Hong Kong, etc…

• Big Companies: How do you scale it?

• Small & Big Companies:• How do I make you check-in without a

discount or coupon?

KLM: Showing the way? Campaign Description

“It’s not about couponing, it’s about the brand… it’s about creating experiences.”

Big Impact for KLM - through Twitter, FB and Youtube

But… Muscle Ointment?

Yes… Privacy Issues Stalking or just being nice?

Value for Consumers (and Marketers) Relevant, personalized offers on the

go.

Checking-in is to “opt-in”

Foursquare re-design

Links / Thank YouSmartphone Ownership Sept 2012: http://pewinternet.org/Reports/2012/Smartphone-Update-Sept-2012.aspx

Smartphone growth in Chile: http://www.24horas.cl/tendencias/mundodigital/subtel-uso-de-internet-en-celulares-crecio-un-138-298589

Location Based Marketing Association: http://www.thelbma.com/files/196-Marketing%20goes%20local.pdf

Nascent Industry: Forrester Research, “Mobile Services: How to calculate the ROI and justify the budget you need,” Julie Ask, January 11, 2010

Foursquare Usage: http://en.wikipedia.org/wiki/Foursquare

LBT SMM Campaigns: http://tech.ca.msn.com/how-to/location-based-social-media-marketing-for-small-businesses

Social Media Week Los Angeles: http://shoutlet.com/blog/2012/09/location-based-marketing-promising-but-still-in-emerging-stages-smwla-panel/

KLM Campaign: http://socialtimes.com/klm-stalks-passengers_b33673

LBS Privacy Issues: http://www.dmnews.com/were-watching-you-location-based-privacy-issues/article/237438/

Foursquare re-design: http://www.fastcodesign.com/1669984/the-redesigned-foursquare-is-about-radical-simplicity-and-a-new-way-to-search

Questions What do you think of the KLM social media campaign? Knowing you could

get a gift would make you check-in, tweet about it or even choose that airline over others?

Have you used any of these location-based social networks? In Chile there is HappyShop, what do you think of it?

Can you remember a small business location-based campaign you participated? If not, any ideas?