thelbma sf-april28
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Asif R. Khan
• Founder & President • @AsifRKhan or @TheLBMA on twitter
www.thelbma.com
Special Thanks To Our Sponsors
Simple put, location changes everything - matthew honan, wired magazine
5 Billion Mobile Users Worldwide in 2010
FOURSQUARE 8.5+ million users, 2 million daily check-ins, 60% US and 40% international
FACEBOOK PLACES 30+ million Facebook Places users, 1.5 million local businesses on FB Places
60% of consumers now search for deals digitally before shopping
THE PROBLEM But checkins are only a small part of a much bigger location-based ecosystem…
Enter, The LBMA
01 LBS
A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device
02 LBM
Location-based marketing (LBM) bridges the gap between all forms of marketing media. Inclusive of social media, internet, and real life interaction
Cell Tower
In-Store
QR/Barcode Mobile
Radio/TV
Coupons
Venues
DOOH
Agency/ Brands Billboard
WiFi
“It’s about the horizontal integration of ALL media around the engagement of a
consumer in a specific place”
Who are we? The global trade association that unites
media, platforms and brands
300+ members Toronto, NY, SF, Amsterdam
35% agencies, retailers, brands 40% location platforms
20% OOH, Print, TV
The Tide Is Rising!
Who Uses Location Based Services ?
• 80% male • 70% 19-35 yrs. old • 70% college grads • 38% considered influential • 20% more likely to do mobile research
Why Are They Using Location Services ?
And Even More…
CASE #1 #ChevySxSW
Competitive road trip week before conference; directed largely through OnStar
“Volt Recharge Lounge
“Catch A Chevy” – shuttle service
VIP Chevy Volt drives
Published casual videos
Chevy drive experience
Major technology debuts:
Augmented Reality iPhone app
QR Codes
CASE #1 The Results
More than 60 million extremely positive social web impressions
Since the SXSW activation, Chevrolet’s Facebook fans have increased +20%
@Chevrolet Twitter followers have more than doubled since sponsorship
More than 250 “traditional media” placements generated more than 80 million impressions
CASE #2 Foursquare + Content
The BRAVO network has offered a series of branded “badges” specifically designed around series that include “The Real Housewives,” “The Millionaire Matchmaker,” “Top Chef,” “Top Chef Masters” and “Shear Genius.”
Early results of this and other related promotions have been shown to drive increased traffic to venues and a loyal fan base
Has since spawned a new show with Endemol and a new category of checkin
CASE #3 Foursquare + DOOH
ScreenScape’s FSQ widget enables businesses who are both ScreenScape and foursquare users to recognize and reward foursquare users in real :me.
This can be done by displaying custom foursquare content and promo:ons on digital displays at their premises.
Some venues have reported an 30% liC in checkins and offer redemp:ons over standard check in without integra:on
Location Analytics & Measurement
Welcome to the future
A Future Without Location Is Not Possible
Asif Khan: Founder – Location Based Marketing Association @AsifRKhan @TheLBMA
Brian Ardinger – Chief Marketing Officer - Nanonation @Ardinger
Nitin Gupta – VP, Business Development - Retailigence @gniting
Neil Crist – Chief Executive Officer - Valuevine @NeilCrist
Andy Stankiewicz – Chief Communications Officer @Akoo