Why Location Matters In A Digital World World

October 14, 2010

@asifrkhan @thelbma #thelbma

A location-based service (LBS) is an information and entertainment service, accessible with mobile devices through

the mobile network and utilizing the ability to make use of the geographical

position of the mobile device

What Is LBS?

Wikipedia

LBM bridges the gap between all forms of marketing media. Inclusive of social media, internet, and real life interaction

Our Definition

What Is The LBMA?

An International trade association that thinks location-first, and then seeks to explore the mix of marketing media necessary to reach the consumer or customer in a specific place.

What Are We About?

1. Research

1. Education

1. Collaborative Innovation

The Team

Canadian Advisory Board

Doug Stephens - Retail Prophet Consulting@retailprophet

Jeff Atley - Adcentricity@adcentricityinc

Stephen Tapp- Hercules Interactive

Dave Coleman - Spreed Inc.@davecoleman

Maura Hanley - Big Reach Learning

Alex Blom – Helix Commerce@alexblom

Renee Warren – reneewarren.com@Renee3

Partners & Sponsors

Event Sponsors

Local search IS the game changer for businesses that want to market locally

Local Search Matters

• 80% of people search online before purchasing within a 10-20 mile radius

The Numbers Support It

• Almost every local search now includes mapped results

eMarketer/Forrester

• 82% of local searches follow up off-line via an in-store visit, phone call, or purchase.

The Numbers Support It

• 74% of Internet users perform local searches.

eMarketer/Forrester

• 1 billion local searches per month in 2009

• 1.5 billion local searches per month in 2010

• 2.3 billion local searches 2011

• 3.45 billion local searches 2012

Local search volume is growing exponentially

At 50% every year

• The #1 access method for local information is the mobile browser with 20.7 million users per month.

# 1 Access Method

eMarketer/Forrester

The Platforms Are Coming

• Loopt has reached over 4 million users.

• Foursquare has over 3 million active users, with an average daily growth of 19,000 daily users in the month of July. With a growth of 350% from January to August 2010.

• MyTown has around 3.1 million users.

• Brightkite surpassed 2 million users.

• Over 38 million people visited Yelp in August 2010 to make spending decisions.

• Gowalla has over 390,000 active users with an average daily growth of 1,800 daily users. With a growth of 15% over the same period of the year.

• Whrrl has around 350,000 active users, with an average daily growth of 2,500 daily users.

• McDonald’s – 600,000• Gap/Groupon – 400,000• Zagat - 62,573 • Bravo 61,237 • MTV - 58,494 • Bastard Jeans - 43,863

Big brands are using it

LBS creates traffic to your business

St. Edward’s University used Whrrl to collate photos and feedback during their graduation. By all checking in they were able to share their experiences with each other there and then, rather than being dispersed on many different photos albums across Facebook after the event.

Share experiences

Metro has partnered with Foursquare in Canada to provide it’s followers with recommendations that are relevant to where their users are. Reviews of the nearest restaurants, bars and shops when people need them. Great potential for tourism and big cities generally.

Get relevant information

Launch products

Chevy set-up a series of walking tours around Austin during SXSW. If they completed the tour they earned a badge that allowed them to collect a limited edition Hot Wheels car on the showroom floor. In addition to this when you checked in at the airport Chevy said hello and lucky winners got a free ride to their hotel.

Drive in store

The Swam badge is particularly difficult to get. You need to have 50 people checked in the at the same place. A.J. Bombers in Milwaukee hosted an event to achieve just this, bringing together all of their fans in a celebration of joint achievement.

Bring your fans together (not just virtually)

Although badges probably have a pretty short shelf life and Bravo will surely continue to innovate, this type of experience makes the shows people watch a broader experience than before. Going to the featured spots or sets. Imagine if the Sopranos had done it..

Extend experiences

The Future – Start of Integration

“People are the “media channels”…LBS makes word of mouth marketing relevant”

“It’s not only about hyper-local, but really about hyper-relevance”

“Content is king, but context is the advisor”

“We are only in the 1st half of the 1st period of the hockey game.

Key Take Aways