Location-Based Services refers to a broad range of services that are based on information about the physical location of a user and/or device.
Location-based services provide the user with information such as "Where is the nearest ATM?" or they can be push-based and deliver coupons or other marketing information to customers who are in a specific geographical area.
[...] The reach of location-based services (lbs) is limited. Only 12% is currently using lbs, mainly Facebook Places, Foursquare and Gowalla.
Important note: Facebook Places was reported discontinued on August 24, 2011. Facebook users can now add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post.
More highlights regarding Location-Based Services from the report:
- People are encouraged by social media to share information, but they seem somewhat less enthusiastic to share their location. The issue is mainly due to privacy and a lack of awareness.
- Both users and non users expect brands and companies to offer local discounts wherever they go, or advise on things to do /information regarding the place they are.
Location-based services let people report where they are, so they can connect with friends, get rewards (or “‘social badges”’) or receive coupons. In his August 2010 CMO Matrix, web strategist Jeremiah Owyang sees this as a huge opportunity to target your most loyal and local customer base:
Now, as consumers indicate their location and time while on the go, marketers may reach them using a variety of contextual information, advertisements, and harnessing what their friends have done before them in the same locations.
At first adoption of location-based services like Foursquare and Gowalla was limited to young, geeky iPhone toting urbanites. That is, until Facebook entered the location-based services space with Facebook Places. Facebook Places is currently available in a few select countries (including the US, UK and Japan) with many more on the way. Towards Facebook users, Places is positioned as a way to "Easily share where you are, what you're doing and the friends you're with right from your mobile."
The most compelling reason for Facebook users to "check in"? To "get individual discounts, share savings with friends, earn rewards for repeat visits or secure donations for good causes."
Want some ideas?
Here are some inspiring examples from Ogilvy’s keynote ‘How To Use Foursquare for Business’ - they apply for other location-based services as well:
- Mayor Specials: reward your single most loyal customer.
- Frequency-based Specials, for example: “‘Foursquare users get a 10% off every third check in”’
- Check-In Offers, for example: “‘Show your check in to the waiter for a free drink!”’
- Wildcard Specials, for example: “‘Show us your Newbie Badge to earn a free night’s stay!"’
MarketingEasy.net explains how you can find, create or claim a Facebook Place you represent and the benefits of merging your Facebook Place with your Facebook Page:
- You will be able to manage your business centrally on Facebook if you choose to merge your single Place and Page.
- This includes posting status updates, photos, and links. Most importantly, all of the people who Liked your Facebook Page will remain connected to your business and you can continue interacting with them.
- Your new merged Page will now be updated with a richer design that includes Place information such as maps and check-ins. Your core Page content – Photos, Videos and Events will remain, as well as any custom tabs.
- In addition, you will keep your existing vanity URL if applicable.
In June, Echelon Design released a white paper that highlighted a number of industry expert opinions on the current trends of social media in trade show and event marketing. Today they released its first infographic.
Full infograph here: TradeShowSocialMedia.jpg
Offer free wifi? Use it for conversion to fans, followers and subscribers
The Daily SEO Blog has just posted 2 quick and easy social media tips for the food service industry
- Put up a sign, next to your public computers, with a call to action; typically this could be something like 'Find us on Facebook' or 'Follow us on Twitter'.
- You control the first page visitors see after logging on to your wi-fi. Don't waste this with a dull message; make the page interesting, and put some calls to action on there.
Here's a basic example of a free wifi login call to action page: