Beacons: the cookies for the real world [eng]
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Transcript of Beacons: the cookies for the real world [eng]
BEACONS
¿What are beacons?
The beacons are small gadgets that incorporate a transmitter feeded by a battery. They are connected to smartphones, via Bluetooth, through specific apps. As we will see in the following pages, this technology has already been made a reality and has multiple applications.
These devices are connected through the Bluetooth signal, do not need internet connection nor GPS, so they allow geolocalization in closed spaces without mobile coverage. Besides, the geolocalization they offer within their range (70 meters) is more accurate and of higher quality than their technological competitors.
19% of mentions we found in the social
media define the term “beacon”
Image: www.estimote.com
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BEACONS
36% of conversations
consider beacons as a trend that will shape
the future of marketing
¿What are beacons?
Image: www.estimote.com
Have you ever heard somebody talking about beacons? We have analized how Internet users talk about this new technology in the Social Media. First of all, it is important to take into account that individuals talk about it as a future trend for marketing purposes.
Is it a hype, a trend or a fad? Will beacons be implemented in the points of sale? What other possibilites do they offer? Only time will tell, though we have some clues that can guide us.
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BEACONS
A rising trend…
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 2 4 6
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB
2014 2015
Pilot program in the San Francisco airport to guide, using beacons, those who suffer sight impairment
Controversy about the installation of beacons in the Manhattan public phone boxes
Guide of the 49ers stadium through beacons
New update of Bluetooth (4.2) is announced
Facebook tests beacons
Mentions Tendency - 4 -
BEACONS
Conversations which take place in two ecosystems…
The conversation about beacons revolves around marketing topics. In this ecosystem, this technology is understood as a new trend that has a great potential and can be used as a bridge between the online and offline worlds. It is considered, among others, as ‘The Future of Shopping’ or ‘the most important retail technology since mobile credit-card readers’.
Another kind of conversations, less common but also relevant, are those produced in ecosystems specialized in technology. In these spaces, developers talk about the advantadges and disadvantadges of beacons. They mention specifications, doubts or technical problems.
66,5% 28,9%
4,6%
MARKETING TECHNOLOGY
OTHERS
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BEACONS
57,4% positive
conversations
37,2% neutral conversations
5,4% negative conversations
And most of them are admirers…
We assessed a representative sample of conversations about beacons, taking place in the whole world from January 2014 to February 2015
What is evident is that marketers talk, and a lot,
about this new technique. And almost always in positive
terms.
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BEACONS
Subjects summary
0% 5% 10% 15% 20% 25% 30% 35% 40%
Future Trend
Experiences
Beacons sellers promotions
Definition
Data confidentiality, transparency
Associated statistics
Developers technical comments
Events
Cross-channel strategies
Incentives given to consumers to use beacons
Beacons vs other nearables
Beacons penetration
Intimidation
Economic data
Social Media that use beacons
Fight against showrooming
Use through smartwatchPositive Neutral Negative
Summary of subjects analyzed and explained
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BEACONS
Specific applications The Social Media talk about the following practical
applications…
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46,5% 34,1%
29,9% 29,1%
23,6% 15,8% 15,6%
12,1% 9,9%
8,7% 5,9%
4,8% 4,4%
3,2% 2,6% 2,4%
1,8% 1,0% 1,0% 0,8% 0,8% 0,8% 0,6% 0,6% 0,4% 0,4% 0,2%
Discount advisesContents to specific targets
Consumer behaviourGuides for visitors
Handless paymentsInformation about products
Internet of thingsAirport information
Interact with elementsLoyalty points
Information about shopsConsumer interaction
Consumer reviewsPurchase gamification
Click-and-collect serviceFind lost objects
Grocery list redactionPinpoint the salesperson
Satisfaction surveysRecipes
AutomobilesPlayers statistics
Money withdrawalClock in/clock out sheets
Acces controlDevolutionsGeofencing
BEACONS
Discount advises The retailer advises the consumer about discounts or coupons.
Contents to specific targets The retailer sends ads or contents to the user.
Consumer behaviour Gathering of information about the consumer behaviour inside the shop.
Guides for visitors Maps that show the visitor how to move inside a building.
Handless payments Trade operations through the Bluetooth signal.
Information about products Information about certain products displayed when the consumer is near them.
Internet of things Applications that connect, through Bluetooth, the Smartphone with different objects.
Airport information Airport usage. It allows to check-in, gives information about doors, delays...
Interact with elements Similar to the QR code, beacons allow to interact with elements (paintings, sculptures…).
Loyalty points The retailer offers loyalty points in exchange for the consumer use of the application.
Information about shops Users receive information about the closest retailers.
Consumer interaction The consumer receives greeting messages when he or she is placed in the geofenced área.
Consumer reviews The user, trough the Bluetooth application, has acces or can create product reviews.
Purchase gamification The purchase experience becomes a game. It includes contests.
Concrete Applications Applications description
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BEACONS
Click-and-collect service The retailer prepares the product bought online by the consumer when he or she enters in the geofenced area.
Find lost objects It allows to pinpoint those objects that have a beacon installed.
Grocery list redaction The consumer can create a list of the products he or she wants to buy.
Pinpoint the salesperson The client can know where to find the salesperson in a certain retail area
Satisfaction surveys The retailer sends satisfaction surveys to the consumer.
Recipes The applications suggests cooking recipes to the consumer.
Automobiles Geofenced billboards addressed to the drivers, parking spaces location…
Players statistics In sport events, the visitor can receive statistic information about the players.
Money withdrawal The user can withdraw money from an ATM through the Bluetooth signal of beacons.
Clock in/clock out sheets It allows to know when a worker enters/leaves the working place.
Acces control It allows to know where long queues are created, which areas are more congested…
Devolutions It allows to make a product devolution very fast.
Geofencing Using a billboard, transmission of a customized ad sent when the consumer enters a geofenced area.
Concrete Applications Applications description
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BEACONS
Beacons: beyond retail
71%
22%
17%
14%
11%
7%
5%
4%
4%
3%
2%
8%
Retail
Airports
Sports stadium
Museums
Restaurants
Events
Hotels
Department stores
Shopping malls
Banks
Automobiles
Others
This graphic shows, according to the comments found in the Social Media, different establishments where beacons can be installed.
It is not only retailers that can benefit from beacon technology
Imagen: www.estimote.com
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BEACONS
Profile 2 Profile 1
Conversation and influence maps
Once studied the content of the conversations, we have analyzed the structure of the networks. Through this analysis we got to know those users who stand out in the conversation (influencers) and the different ecosystems that appear in the network (clusters). This analysis allows us to know much better the social ties underlying the conversations.
The analysis is based on Twitter. Why Twitter? Because its users spread mass media messages and, at the same time, these mass media spread the contents created by individual users. Twitter therefore works as a channel through which small message seeds naturally emerge as social trends. In so doing, those small seeds become trees.
To produce the conversation and influence maps we analyzed the different interactions among users. In this way, the users naturally generate conversation ecosystems. In each of them we pinpoint the leaders (influencers), i.e. those users who have been quoted in most conversations.
Cluster and main influencer
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Talks to
BEACONS
Conversation and influence map
@estimote
@gimbal
@kontakt_io
@mediapost
@mobilemktrdaily
@mcommercedaily
@ibeaconsblog
@businessinsider @techcrunch
@venturebeat @gigaom
@nytimes @marketingland
@siecledigital @wsjd
@jdnebusiness
@sai @phunware
@bi_advertisement @mashable
@thedrum
@econsultancy
@harvardbiz
@locationinsider
@usamp
@adobemktgcloud
@thenextweb
@emarketer
@mubaloo
@verge
@marketinguk
@wsj
@puromarketing
@glimwormit
CORPORATIVE GROUPS
MARKETING
TECHNOLOGY
BOTS CLUSTERS (SPAM)
NOT ANALYZED
BEACONS
@bof + 114 · UK
Influencers by country
@sai + 1.130 New York
@harvardbiz + 317
Massachusetts
@techcrunch + 246
California
@Dusanwriter +135 · Canada
@thedrum + 139 · UK
@locationinsider + 57 · Germany
@freddewachter + 63 · Belgium
@glimwormit + 54 · Netherlands
@esti_wojtek + 92 · Poland
@innoquant + 58 · Spain
@lemondefr + 174 · France
@pollyran + 101 · UK
@puromarketing + 48 · Spain
@PlotProjects + 32 · Netherlands
@itpocket + 39 · Belgium
@easymobilad + 84 · France
@beacongalaxy + 82 · France
@tadajewski + 36 · Polond
@hotsuite + 57 · Canada
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@raypoynter+ 14 · UK
@michellebruno +15 · Utah
BEACONS
Methodology Technical details
340.823 mentions TOTAL OF MENTIONS ANALYZED
900 mentions CODIFIED SAMPLE
Stratified random sample by date and media (aggregators, Blogs, Facebook, Forums, News media, Twitter and other platforms) SAMPLE DETAILS
Any language written in the latin alphabet MONITORIZED LANGUAGES
Manual coding, based on a pre-established codebook. 6 different variables have been coded: sentiment, ecosystem, subject, concrete applications, kind of retail and size of the company. CODING
Aggregators, Blogs, Facebook, Forums, News media, Twitter and other platforms ANALYZED MEDIA
From 1st January 2014 to 14th February 2015 MONITORIZED PERIOD
SOCIAL MEDIA MONITORING
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ABOUT US…
AT EMPIRICA INFLUENTIALS & RESEARCH WE COMBINE MARKET RESEARCH TECHNIQUES AND SOCIAL MEDIA INTELLIGENCE.
WE BRING TOGETHER EXPERIENCE, KNOWLEDGE, NEW TECHNOLOGIES AND QUANTITATIVE AND QUALITATIVE METHODOLOGIES.
www.empiricaonline.com @Empirica_IR
Xavier Guiteras: +34 931 875 084 [email protected]
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