Get on the map! Is The Road To Success Paved With Location Based Services? (11NTCLBS)

transcript

Get on the map! Is The Road To Success Paved With Location Based Services?

#11NTCLBS

Estrella RosenbergJoe WatersJohn HaydonDan Michel

Estrella RosenbergFounder, Big Love Little Hearts Host, 501 Mission Place

AdventuresInPhilanthropy.comBig-Love.org501MissionPlace.com

@charityestrella@BigLoveLtlHrts

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Joe WatersDirector of Cause Marketing,Boston Medical Center

Author, Cause Marketing For Dummies

SelfishGiving.com

@joewaters

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John HaydonFounder, Inbound ZombieCo-Host, 501 Mission Place

InboundZombie.com

JohnHaydon.com

501MissionPlace.com

@johnhaydon

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Dan MichelDigital Marketing ManagerFeeding America

FeedingAmerica.org

@dpmichel

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What are Location-Based Sevices?

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Is The Road to Success Really Paved With Location-Based Services?

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Case Study: #100X100a foursquare success story

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1 in 100 children are born with a heart defect.

April 10th is the one hundredth day of the year.

#100X100 – 1in100 on the 100th day of the year.

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Late April 9th we had an army of volunteers leave a tip at 600 locations on Foursquare in major cities across the country.

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ThreeSeparateAudiences

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We tied statistics with the hashtag

a donor matched

$1 per use of

the hashtag

a donor matched

$1 per use of

the hashtag

picturepicture

We raised $25,000 in 24 hours Funding lifesaving heart surgery for 12 children!

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Almost 1,000 people contacted their Senator or Congressman/womanand told us about it!

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What worked?Collaborating with other groups in our cause space and asking for help

Using pictures in tweets and on facebook throughout the day to let people know what using the hashtag was translating to: a life saved!

Creating a microsite rich with information we wanted them to know about this campaign

Being clear in what we wanted people to do

Allowing people to use the hashtag wherethey were (foursquare, twitter or facebook)

Involving people at #10NTC

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What didn’t work?

We didn’t create a way to capture all our new support.

By not having a newsletter sign-up on the microsite, we put toomany hurdles in place for all but the most committed of our new supporters and friends.

We didn’t use a dashboard like Radian6 to get a true look at whereall this activity was leading. We could have applied for a grant with them and gotten it at no charge!

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Is The Road To Success in Boston?Joe Waters, Cause Marketing for Dummies

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Leaderboard – 12/09

Check-in Donations – 3/10

Check-in Donations – 1/11

Complete Challenge =$5 for $5 Match

Badges

Loyalty Programs

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Mobile Payments

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4 Practical Tips:

Use LBS as an enhancer.

Use LBS as is.

Use LBS with the right demographic.

Use LBS to build credibility.

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Is The Road To Success on Facebook Places?John Haydon, Inbound Zombie

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What Is Facebook Places?

A location-based mobile application that…Allows users to check-in to places they hang out…And share that info with their facebook friends.

What Is Facebook Places?

Following is a fictionalized example to demonstratehow Facebook Places allows friends to connect inthe real world.

Kurt and I attend a huge bake sale event sponsored by “Muffin Mania” to raise money for a local nonprofit.

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That’s us right there!That’s us right there!

We want to find our good friend Jane but the crowd is huge and we’re not sure if she has arrived yet or not.

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There’s Jane!There’s Jane!

We use my iPhone to log into the Facebook Application and find “Muffin Mania” listed nearby.

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There’s Muffin Mania!

I see that Jane has already checked-in to theMuffin Mania venue on Facebook Places.

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There’s us!There’s us!

Kurt and I also check into “Muffin Mania” and tag Jane who gets a message on her phone. We meet up and have a great time at the event!

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There’s us!There’s us!

Meanwhile, all of our collective Facebook friends are exposed to an amazingly cool event that they weren’t aware of before!

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How does Facebook Places work on an iphone?

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Log in to theFacebookapplication

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Click on the

“Places”icon

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You’ll seethe latest

activity fromyour friends.

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Click on“Check In”

tocheck-in.

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You cancheck-into a venuethat’s beenadded byanotheruser…

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Or you canadd a newvenue.

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Enter the Name andDescription.

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Thenclick

“Add”.

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When youclick “Add”

you automatically

check-in

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Youractivity

shows upin the

main feed.

How is Facebook Places different fromfoursquare or Gowalla?

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Facebook Places arrives in a market that’s already educated.

Facebook Places’ network dwarfs foursquare and Gowalla

in both quality and size.

Why Should I Care?

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50% of active Facebook users log in daily.

Facebook Places is a way to spread awareness about your

organization during an event as it’s happening.

How can I use Facebook Places to promote my NonProfit?

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Don’t let shiny replace strategy.

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Work with local businesses.

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Leverage events you’re already having (pledged donations per check-in: Pepsi/SXSW).

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Give your event participants a stage (read Dan Zarrella).

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Make it real like the University of Kentucky did.

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Look into QR Codes.

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Start using Facebook Places!

Is The Road To Success on Waze?Dan Michel, Feeding America

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Feeding America Food Drop Location

What else can you do to Get On The Map?

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Brand Pages

Badge Promotions

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Badge Promotions

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Badge Promotions

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Badge Promotions

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Event Promotions

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Raise Awareness

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So…Is The Road to Success Really Paved With Location-Based Services?

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BUT….

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Remember that Location-Based Services are just one tool in the Social Media toolbox.

Social Media is just one tool in the larger Development or Marketing toolbox.

Basics must be in place first!

Get on the map! Is The Road To Success Paved With Location Based Services? (11NTCLBS)

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