GEOSOCIAL The Perfect Storm of Mobile, Location & Social Media... Nick Jones JONES CONSULTING Fall...

GEOSOCIALThe Perfect Storm of Mobile, Location &

Social Media ...

Nick JonesJONES CONSULTINGwww.jones.ca Fall 2011

Nick Jones / JONES CONSULTING / www.jones.ca / Fall 2011

Overview

• What is geosocial?• What are examples of geosocial?• What is the geosocial opportunity?


1. What is geosocial?


The Perfect Storm …

Mobile

Social

Location


Wide Range of Mobile of Devices & Connection Options Today ...

Laptop Netbook TabletSmartPhone

MobilePhone

Cellular Network GPSWIFI


Mobile has seen massive adoption in Canada in the last 10 years!

Source: http://cwta.ca/CWTASite/english/facts_figures_charts/subgrowth_e.html


Mobile subscribers are estimated to reach 85% of Canadians in 2014.

Source: http://www.emarketer.com


Mobile web access is expected to exceed PC access by 2014 ...

Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html


Smartphones & Tablets = Truly Mobile Computing

• Robust connectivity via cellular networks or WIFI.

• GPS enabled location detection (satellite).

• High capacity computing capability.

• High quality image, video and audio capabilities.


Smartphones = 50% by 2014 ...

Source: http://www.techvibes.com/blog/canadian-mobile-usage-on-the-rise-infographic-2011-09-06



Mobile

Social

Location


There are several ways to determine location …

Source: http://en.wikipedia.org/wiki/Location-based_service#Locating_methods

SmartPhone

GPSSatellites

CellularNetwork

WIFIIP Address


1 in 4 of mobile owners use some sort of mobile location service!

Source: http://www.mobilemarketingwatch.com/pew-study-finds-the-use-of-mobile-location-services-growing-rapidly-18455/

Pew Internet Research Center Study (Sep 2011)

• 23% of adult mobile owners use phones to get directions or recommendations based upon their current location.

• 4% of adult mobile owners use their phones to check in to locations using geosocial services such as Foursquare or Gowalla. Smartphone owners are especially likely to use these services on their phones.

• 7% of adult internet uses set up social media services such as Facebook, Twitter or LinkedIn so that their location is automatically included in their posts on those services.


Shopping & Location Apps are important to users …

Location 42%Location 42%

Shopping 45%Shopping 45%

Source: http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/10/Nielsen-Connected-Devices-Summary-Oct-2010.pdf


People are searching via mobile!

Source: http://searchengineland.com/att-43-percent-of-local-mobile-searchers-walk-through-the-door-74198


Mobile search is “action focused”!

Source: http://searchengineland.com/att-43-percent-of-local-mobile-searchers-walk-through-the-door-74198



Mobile

Social

Location


There is Social Media for anything you want today …


Google & Facebook Rule …

Source: Comscore, Unique Visitors in Canada for July 2011

Unique VisitorsCanada, July 2011


Mobile Social is BIG!

Source: http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011


What is geosocial?

• Many of your customers will have and use a smartphone / tablet with robust computing capability.

• Those devices are automatically aware of their own location and able to share content with location based attributes.

• Using those devices, users will share / check-in / search and act related to their location.


2. What are examples of geosocial?


Types of Geo-social …

• Social Networks – We post about our activities, experiences …

• Specific Location Based Services - Foursquare, Loopt, Gowalla, Scvngr, Yelp, etc.

• Genere / Focus Specific Location Services – Dating, Food, Sports, etc. …


Basic Social Network Posting …

• Much of what we post about is related to experiences we have relative to locations … shopping, food, entertainment, etc. …

• More often than not the subject of such posting is about the unusual … new, really great, really bad, different …

• This type of activity is what makes up the majority of geosocial …


Basic Social Network Posting …


Location Based Networks

• Location based networks specifically connect information to location…

• Several reasons why people participate:

Serendipity

Game Dynamics

Personal Diary

Sharing Experiences

Score Deals


Facebook Places – www.facebook.com

• Using Facebook mobile apps able to “check in” to a location, tag friends, add a photo.

• Anyone can setup a place.

• Businesses can offer “deals” related to a place.


Types of Rewards

• Many different types of rewards you can offer to your customers:– Newbie / First Time – Returning Customer– “Badge” – “Status”


Facebook Places – www.facebook.com


Google Latitude – www.google.com

• Users can enable Google mobile apps to indicate their location on Google maps.

• At same time businesses can setup “places” on Google Maps.


Google Latitude – www.google.com


Foursquare– www.foursquare.com

• Users are able to check in to locations and get rewarded with points or badges and sometimes are offered “specials”.

• Businesses can “claim” their location and offer “specials”.– e.g. Newbie Special



Source: http://www.ranker.com/list/foursquare-rewards-the-best-check-in-deals-in-america/mollie

• Receive free small milkshake on every third check-in to Rally Burger. Plus, Mayors receive free milkshake every visit.

• Check-in at Old Navy Store to receive a free download of Andy Grammer's new song, "Fine By Me.”

• Check-in at the Standard Hotel LA and receive a 10% discount on your purchase at “The Shop” in the hotel.

• Beads & Trim Store rewards a first time check-in with 10% off your entire purchase of anything.

• Market Street Cinema Strip Club offers free admission for your 10th check-in.


Yelp – www.yelp.ca

• Allows users to search for locations, read reviews, post reviews, etc. …

• Both users and businesses can setup locations.

• Businesses can complete profiles and message users.


Yelp – www.yelp.ca


Genre / Focus Specific Geosocial …

• Some of the geosocial networks focus specifically on one genre or another … e.g. Food, Dating, etc.

• These allow individuals to contribute and find location based content relative to their specific interest …


Foodspotting – www.foodspotting.com

• Allows people to post pictures of great food related to a location.

• Allows people to search for food type /location.

• Restaurants / brands can participate, engage with users, contribute content, make offers.


Geosocial Examples …

• Many different types of geosocial activity.• Basic posting on social media (with indication of

location) is the bulk of geosocial.• Location based networks specifically engage

users to share content related to location.• Genre specific services combine focused

content with location information.


3. What is the geosocial opportunity?


Is your product geosocial friendly?

• Do the products / services that you / your company provide have a location relative element to them … i.e. purchase, consumption, access?

• Does your product / service offering have unusual potential … i.e. great, new, good, bad?


What geosocial services do your customers use?

• What sort of mobile devices do your customer use … i.e. basic mobile phone or a smartphone?

• Do they post to mainstream social media: Facebook, Twitter, Linkedin?

• Do they participate in location based / genre specific services like Foursquare, Yelp, Foodspotting, etc.?


Get on Google Maps, Bing Maps …


Setup a Facebook Page & Place …


Setup / Complete a Yelp Profile …


Setup a Foursquare location …


Start engaging your customers …

• Ask customers to share, check-in, etc. …• Engage them in communication about your

products / their experience … • Start experimenting with deals / offers / specials

…


Final Thoughts …

• There is no one answer / simple solution …• You need to use the medium yourself to really

understand it …• You need to experiment with different

communication, offers, etc. as it relates to your customers product & location …

• You need to commit time & effort to this …


End

Nick Jones

JONES CONSULTING

www.jones.ca

[email protected]

778.996.0568

I am available to present at events and conferences. Please feel free to contact me for more information.

GEOSOCIAL The Perfect Storm of Mobile, Location & Social Media... Nick Jones JONES CONSULTING Fall...

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