Location Based

On My Radar – SCVNGR

September 14, 2011 By Beth

SCVNGR pronounced Scavenger is a location-based game similar to Foursquare, but offers much more. In addition to check-ins from your mobile device, you can participate in challenges, treks and earn rewards from participating companies.

Companies and organizations are using the Treks to create more involvement by users beyond checking in and sharing photos and tips. It allows these businesses to create scavenger hunts either within their facility or in multiple locations. See how New York City’s Metropolitan Museum of Art has used SCVNGR for one of its new exhibits.

It is on my radar because it is backed by Google and it is goes beyond the basic capabilities of its competition. I can see companies and non-profits find interesting people to immerse people into their experience. The drawback is that if Foursquare would decide to add this functionality they would instantly win since they have the larger market share. Good news is that it isn’t a huge time commitment beyond the initial set-up.

Have you tried SCVNGR yet?

Filed Under: Location Based, On My Radar

A True Social Media Rockstar

June 21, 2011 By Beth

Katy Perry “gets” social media or at least the people she works with get it. I’m a fan of her music so I started following her on Twitter and “liked” her Facebook page. In the beginning of June, Katy introduced a character Kathy Beth Terry and encouraged people to “like” her Facebook page and follow her on Twitter. Kathy Beth Terry is Katy’s character in her video for Last Friday Night, but she built a whole page and persona to lead up to the premier of the video. Great example of using social media as a campaign strategy and not just your ongoing communication.

There were several teaser videos to give a back story to the video and characters, again all leading up the the premier. Basically, they shot extra footage on the set of the video and used it strategically as teasers. This probably didn’t add much to the overall costs since everything was already set up. Now I know you don’t have a music video-sized budget, but I want you to think how you could use this type of approach for a product launch or event.

The video was suppose to premier on June 14th on Funny or Die, but she gave her followers a challenge on June 12th at 1:40 pm. If they could get #KathyBethTerry trending, she would release the video early. By 2:30 it was trending and Katy released her video exclusively at FunnyOrDie.com. Giving those that are most loyal to her the chance to get what they wanted (the video) earlier than planned and do some advertising for her as well. Win-Win.

After the video was posted, Katy took the next step to further promote the video by encouraging user generated content. She provided images from the video complete with green screen backgrounds, and encouraged her fans to Photoshop the images and upload them to the Facebook page. More content and promotion provided by the fans. Love it.

Just to provide one more example of this social media rockstar, she even used location based services in a unique way to reward concert attendees. She was at Merriweather Post Pavillion on June 15th, and she posted that the 1st 100 concert attendees that checked-in to the concert using Facebook Places and claimed the deal would get early entrance into the venue. Definite advantage to the general admission crowd. No discount or savings, just early access.

Why am I telling you all this? Even as a small business, we can look at what others are doing and tailor it to suit our own needs. If you break down what Katy Perry did, she put together a social media campaign to promote a product (video) before, during and after its launch (premier). As you look to promote an event or product launch what can you do before, during and after to reward those most loyal to you and encourage them to help with the promotion? Now get out there and show them that you “Baby you are a firework”. Sorry couldn’t resist

Filed Under: Case Study, Facebook, Location Based, Twitter

Facebook Joins the Location Services Party with Places

August 19, 2010 By Beth

Last night I watched Facebook launch their Places feature, which is their version of a location based application, and thus competitor to Foursquare and Gowalla. The interesting thing about the announcement was the fact that Gowalla, Foursquare, Yelp and Booyah were also in attendance to announce their integration into Facebook Places.

From a user standpoint, there will be security issues which is not unusual when Facebook makes a change. Also, there are the typical privacy issues that are associated with using a location based service. Wayne Sutton has a great post up already with how to update your privacy settings on Facebook that you should check out.

What I’m most interested in is what this move by Facebook means for location based applications. By adding it to a network that already boasts 500 million users, it is bound to become more mainstream. For business, this means that more people visiting your business and sharing it on Facebook, and therefore something that can no longer be ignored.

This is something that I plan to follow, so I can provide my thoughts on how businesses can utilize Places as another marketing tool. I also will track what this move means to Foursquare, Gowalla, Yelp and Booyah users since many businesses already have these programs in place. The next few months in location based services should be fun.

What do you think of the announcement? Will Facebook come out on top?

Filed Under: Facebook, Foursquare, Location Based

My Take: Forrester’s Report of Location Based Services

August 4, 2010 By Beth

foursquare_logo_girl Last week while on vacation, I read this article over at Advertising Age summarizing Forrester’s Research on Location Based Services, like Foursquare. You can read the article or the study if you want all the details, but basically it boils down to Forrester making the statement that brands should avoid these services because only 4% of online US adults have ever used a location-based mobile app.

I understand the research and for a lot of brands and companies, sites like Foursquare, do not figure into their marketing strategy. What I take issue with is that these recommendations only take into account big brands and not small businesses that have seen a fair amount of success from rewarding check-ins and Mayors. Often these studies only focus on the big marketers, and I want to shine a light on this. As you know, social media has helped to level the playing field for small businesses in terms of access to their target audience that was once dominated by big budgets of the Fortune 500.

My main point is that as you read these studies, please take them with a grain of salt. You know that not every social media tool makes sense given your target audience and goals, and location-based services are no different. Take the time to do some research and see if people are checking in to your business using the different location based services. If they are, maybe it is time to add this to your marketing mix. Look for the demographics for each site. Maybe that 4% (12 million users based on 300 million US citizens) is your target market?

My focus on this blog is helping small business make sense of all the digital strategies that are available to market your business. Therefore, you will see more from me on these studies and what they really mean to you. What do you think? Am I off base?

Filed Under: Case Study, Location Based, Research

Worth a Look: Whrrl

March 17, 2010 By Beth

I’m going to try something new here at Marketing Roadhouse and review different social media tools that I think are worth taking a look at, from a marketing point of view. I hope you find it useful.

This site was brought to my attention by two friends, Jen and Lara, that have been using it themselves as well as using it as part of a contest they are jointly running on their blogs. I decided to give a try (the pun was too easy, so I skipped it) and can again see some real advantages for businesses.

Whrrl is similar to Foursquare in the fact that it is location based social network that allows you check in at physical locations. Depending on number and location of check-ins you can unlock societies. Also like Foursquare, businesses can create offers to people that check-in at your location or close by. If you missed why I think this is important, you can read my Foursquare post here.

The thing I like best about Whrrl is the ability to link photos to your check-in. It’s basically like a online scrapbook for that specific visit to a location. For example, we were cleaning up our basement the other weekend and going through a lot of old computers and accessories, so I decided to test out Whrrl. Though I didn’t check in because it was at my house, I did create a little tour through technology past. It’s embedded below:

To me this photo option opens a whole new set of possibilities to businesses and organizations:

1. Provide a tour of your store through photos.
2. Document an event through pictures.
3. Hold a contest that people have to create a Whrrl at or about your business/product. Think of all the creative responses and links you could get if you ask for photos of your product in use.

These are just some of many possibilities. Take a look at Whrrl and let me know what you think. Also what other ways could you use the photo option?

Filed Under: Foursquare, Location Based, Marketing, Worth a Look