A short overview given to some non-profit and small business folks on social media and the use of location based services in marketing to drive foot traffic.

1. Evolution of Social Media
& Am I an addict?
Or is my parents investment
paying off?
Shane Lennon
@VirtualCMO

2. My Social Media Profiles
shane lennon > @VirtualCMO + @redshane
If lost access Support my life Utility from Testing but > Old Dormant
Go into time to time –
Meltdown Makes life easier
I have another 50 on the web plus
about 100 more on my iPhone

3. h"p://www.youtube.com/watch?v=lFZ0z5Fm-­‐Ng&feature=player_embedded#!

4. 2000
2004
2007
2010
Share photos,
Share what Share where
Share ideas
updates you’re doing
you are

5. •
What’s causing this change in
social media?
GPS-Enabled Smartphones

6. Smartphone Affordability

7. Smartphone popularization
2004 2010

8. Smartphone usage to exceed
flip phone in 2011

9. What is a Check-In?

10. Check-ins are social location
broadcasting and sharing

11. Check-ins connect friends and
venues

12. How to Check-In

13. Download a check-in application
to your smartphone

14. What applications (location-based
services) offer check-ins?

15. Check-in at restaurants, stores

16. Share check-ins on Twitter,
Facebook

17. Meet friends

18. Discover new venues

19. Earn badges

20. Become the mayor
Foursquare Mayor:
Customer with the most days
checked into your venue over
the last 60 days

21. Redeem Check-In Specials

22. Why check-in?
üSocialize
üEarn badges; Become the mayor
üReceive offers

23. Location-Based
Marketing Overview

24. Check-Ins for Business
Check-Ins Are:
Customer Visits
Free Advertising
Customer Data

25. Why do check-ins matter?
5 million users
+ 150,000 new users a
week
Facebook
opens
2,500 media mentions check-ins to 500
weekly million members

26. Brands marketing through
location-based services
Restaurants Retailers

27. What is location-based marketing?
Location enable marketers to target customers
according to real preferences at the right time

28. Goals of location-based
marketing
+ Repeat customer visits
+ New customer visits
+ Word of mouth awareness
+ Smarter marketing

29. Location-based marketing is
data and insights
• Where your customers are
• Where else do they visit
• How many friends they have
• Who they are (demographics)

30. Can you harness location data?

31. In other words …
Timeliness
+
Personalization
Customer Loyalty +
Word of Mouth Marketing

32. What location-based marketing is not

33. 5 Tips for Starting With
Location-Based Marketing

34. 1. Claim venues and offer
specials to nearby customers

35. 2. Deliver timely, relevant
messages to customers
Message customers when
they check in
• Goodwill
• Promotional / Bounce backs
• SMS/Email/Twitter
Benefits
• Affinity
• Future visits
• Retweets / Awareness

36. 3. Automate personalized
marketing
Based on check-ins,
Examples
create personalized
messages for:
Send thank you messages and
special rewards to best
customers (that must be shared
– buy one get one free)
• Frequent customers
If a customer hasn’t visited in
• New customers
last 60 days, automatically send
coupon or offer.
• Lapsed customers

37. 4. Identify your potential customers
Market to potential customers that visit
competitors’ locations

38. 5. Measure. Rinse. Repeat.

39. Bonus: Incorporate location data in
other marketing efforts
Send the right offers to the right people based
on their check-in history

40. Thank you to the guys
at www.placepunch.com for
allowing me to use some of
their slides and information –
now for 2 slides on PlacePunch
Check them out!

41. PlacePunch connects your brand to
customers through location check-ins
Your Brand

42. PlacePunch enables marketers to:
ü Build check-in loyalty programs
ü Send timely, relevant messages
ü Build email list
ü Learn about customers
www.placepunch.com