June 16, 2011Engauge Lunch & Learn

Location Based Marketing: You’re Where & Why the Heck Do I Care?

Lunch & Learn Contest for an Apple TV

Check in the Foursquare and/or Gowalla “Engauge LBS Lunch & Learn” venue(s) and share your check-in to Twitter during the presentation to be entered to win.

Winner will be drawn at random and will win a new Apple TV. We will announce the winner at the end of the presentation.

It is a function that facilitates the sharing of an activity. The important aspect of checking in is not that one is doing the activity itself, but the fact that the

person chose to share they were doing that activity.

What is a “check-in”?

Key LBS Demographics• 18-34 year olds count for 60% of the users

• Users are split by genders, but males share more

• 1 in 5 smartphone owners use check-in services

• Over 50% are motivated to use the service for discounts

• Approximately half of non-users site privacy as their biggest concern

Source:  comScore  May  2011  &  Beyond  2011

Foursquare

Users: Approximately 10 million worldwide. 40% are international.

Pioneer in defining the “check-in” for the masses

Foursquare User Experience

image source: CNET image source: Business Insiderimage source: TechCrunch

Foursquare Business Experience

Foursquare Business Experience

image source: PlacePunch

Foursquare Use Cases & Innovation

Radio Shack - Launched nationwide special during the holidays. Found that Foursquare users spent on average 3.5 times more than non-users.

McDonald’s - Offered 100 gift cards on Foursquare Day in 2010 to random users who checked in on April 16th. Stores say a 33% increase in check-ins from the day before and a 40% lift for the week.

Granata Pet Food - Introduced an innovative way to incorporate the Foursquare API and a billboard. Users who checked in at their outdoor ad were dispensed a trial sample of dog food.

image source: neworld.com

image source: 4sqday.com

Stats source: Mashable

Gowalla

Users: Approximately 1.1 million

Wants to help you “craft the narrative of your life” - CEO Josh Williams

source: Mashable

Gowalla User Experience

image source: Mobile Marketing Watch

Gowalla Business Experience

• Our agency helped IHG become the first large hotel chain to launch a full campaign incorporating Gowalla’s service across all of its eight brands.

• Had 1,000 of IHG’s 4,400 properties listed in its database of more than 1 million “spots” (or locations)

• 16% conversion rate for people who checked into the property and then requested more info.

• Of those people, 23% of people who received emails registered for the program.

Gowalla Disney Use Case

Facebook Places

Users: Approximately 30 million*

Foursquare “Light”

*Source: SF Chronicle sites unnamed inside source. Reasonable considering the mobile FB reach is about 5 times that.

Facebook Places User ExperienceFacebook Places Businesses Experience

image source: TNooz.com

image source: Mashable

Gap Use Case on Facebook Places

Source: ScoutLabs, 10/23/10 – 11/23/10, Query: Gap AND Facebook Places

image source: cyberpopblog.com

image source: thekrazycouponlady.com

image source: seocollege.org

Points and Gaming Based LBS

• Shopkick

• WeReward

• SCVNGR

• My Town

Shopkick - Encourages Store Exploration WeReward - Rewards Visits With Cash

image source: iappsin.com

image source: scrapsofmygeeklife.com

SCVNGR - Challenge Based Activities at Locations My Town - Real World Monopoly

image source: uptake.com

image source: stunmedia.com

image source: bio.org image source: techcrunch

My Town - ZonePerfect Campaign at SXSW by Engauge

- Dropped 5 bars in game. 20% chance of earning a bar during a ZonePerfect lounge check-in.- 2 bars redeemed for $15 iTunes gift card- 3 bars & scratch of game earned in game rewards- iPad giveaway to random top 10 point earner

Future of LBS• Local loyalty through unique concepts

• Instant/Automatic check-ins

• Sentiment Analysis to Recommendation Engines

• Better Ways to Meet New People

• Deeper Integration Within Business Loyalty Programs & Recommendations

• Continued Migration to add more “Now What” to the “Where”

• Location based services expected to bring in $10 billion in revenue by 2016*source: gigaom.com

Consumption Based Check-ins

Entertainment - GetGlue, Miso, & Philo

Beverages - Untappd

Future of TV Consumption - Rise of the Second Screen

• 94% of TV Watchers Were Distracted When Ads Were Displayed

• 60% of Those Distractions Were From a Smartphone

• 70% of Tablet Owners Used Their Device While Watching TV

• 86% of Mobile Users Access the Internet on Their Device During ShowsSource:  AdAge  May  2011  &  Nextekis  May  2011

GetGlue User Experience

source for images: getglue.com

Miso User Experience Philo User Experience Miso User ExperienceMiso User Experience

images source: miso

image sources: philo & itunes

Untappd User Experience

image source: oaggle.com

image source: blogaboutbeer.com

Presentation by Chad Elkins - Digital Innovation Strategist

Connect with Chad on these apps mentioned in the presentation:

• Twitter - http://twitter.com/ratpack• Foursquare - https://foursquare.com/ratpack• Gowalla - http://gowalla.com/users/ratpack• SCVNGR - http://scvngr.com/ratpack• GetGlue - http://getglue.com/ratpack• Miso - http://gomiso.com/u/ratpack• Philo - http://www.playphilo.com/profile/2108333• Untappd - http://untappd.com/user/ratpack