- Posted March 10, 2011 by
This iReport is part of an assignment:
South by Southwest
- Social Media ROI: Company Background and Cost Calculations
- The Challenge: Making a Business Case for Social Customer Service
- Social Customer Service—A New Breed of Consumer is Emerging
- KEYNOTE: Obtain a Higher ROI On PR & Marketing Initiatives : Competitive Engagement Reports
- Demystifying the ROI of Social Media
Google Announces Check-ins: SXSW Location-Based Geo-Fencing Applications
With the popularity within social circles to report on “What you are doing?” (via Facebook and Twitter) and “What you are seeing?” (via Flickr/YouTube), the next social web interaction evolution is reporting on “Where are you?” How are people doing that? Location-based services (LBS), Geo-location and Geo-fencing applications. John Battelle interviewed Marissa Mayer of Google as she announced Google's entry into the location-based app space today. (See streaming video of this at: Www.usream.tv/FMSignal )
Location-Based Service marketing applications, like Foursquare and Gowalla, focus on geographically relevant social customer interactions. An LBS marketing campaign invites an appropriate audience to participate in an experience that rewards them through the serendipitous connection to their friend, followers and brands at geographically relevant locations. There are now more than 6,000 location-based iPhone apps, 900 Android apps and 300 BlackBerry.
With the volume of social interaction applications (apps) expanding exponentially, the ability to keep current as well as apply them in a business context demands a new type of expertise to choose the right LBS application. And as established social networking platforms like Facebook, Twitter, and Google, are aggressively adding LBS features, the choices are even more complex. And today at SXSW Google just announced Check-ins, deals, and coupons.
HOW ARE COMPANIES USING LOCATION-BASED SERVICE SOCIAL NETWORKS AND MARKETING APPLICATIONS AND GEO- APPS?
Search engine and social media marketing allow brands to provide online offers and advertisements to customers based on a customer’s search terms and/or on a customer’s social graph. In contrast, businesses are using LBS’s and GEO-apps to interact with customers at physical locations.
Companies are using a combination of search and LBS/geo. Location-based/geo apps are changing SEO. Google's search engine was built on showing you the most relevant result, not the most relevant result at the exact second you search. But Google is working to make real-time search more relevant and using data from the social web as well as data from location-based/geo applications.
What types of brands are using LBS applications? For B2C, consumer product goods, to entertainment properties to universities to sports teams to national newspapers have found unique ways to integrate LBS into their businesses.
In the B2B category, uses range from private location-based networks for teleworkers, field sales and after-sales service, asset tracking and management and workforce management.
Properly designed location-based marketing initiatives offer good business value if they provide:
• Convenience: User adoption of LBS/geo is accelerated if the interaction is effortless and serendipitous.
• Relevance: Users engagement is directly related to their interests.
• Reward: Users prefer interactions that reward them for their engagement; rewards range from a tangible product or a more abstract benefit, like social capital.
• Satisfaction: User participation increases when the expectation of satisfaction outweighs the effort.
An example is SCVNGR. It's a game and a gaming LBS platform where businesses and individual users create games for others to participate in, taking the check-in model and expanding to a “challenge.” People play SCVNGR by going places, doing challenges, and earning points. Challenges range from solving location-based riddles, snapping photos, scanning a QR code or taking part in an activity.
Here's a list of Location-based, geo- and geo-fencing based-type apps you might want to check out: Scvngr, Foursquare, Gowalla, Loopt, Ditto, Whrrl, NeighborGoods, Archrival, SimpleGeo, Geomentum, JiWire, SpiceWorks, Ignite, MondoWindow, Waze, Yelp, Pelago, Automatic...
If you want to learn more check out the streaming video from John Battelle Conference: Signal Austin...
And you can view and download presentations at: www.slideshare.net/fmsignal
(and yes, I am posting this with permission from John Battelle)
Come say hello if you are SXSW!
@drnatalie Learn. Share. Grow