Location Based Social Network Services (LBS) in China

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Location Based Social Network Services in China

sinotechgroup.com.cn | @sinotechgroup

sinotechgroup.com.cn

Chinese Social Media Fast Facts

Up to June, 2010, the number of net citizens in China has reached 420 million

The number of mobile net citizens in China has reached 277 million

The weekly online time of net citizens is 19.8 hours

26th Statistical Report on Internet Development in China (July, 2010)

The number of net citizens who use social networking websites has reached 210 million. There have been 34.55 million newly-added users in the first half of 2010.

Marketers Location Based Social Networking Services (LBSNS) helps the users to establish wider and closer relationship with the outside world and intensifies the relevance between social networking and geographical location.

leverage Location Based SNS

Western Examples Chinese Examples

Examples of Location Based Social Network Services

Mostly, they work in a similar way: • Users check-in when they get to

a location and earn badges, points, recognition and rewards if offered at that location

• Tag friends you’re with so they can be part of your update

• Discover others who else also checked into this location in the past and who may be currently there

How do these LBSNS generally

What are the common elements?

Common Elements

Tips & Comments

Address/Venue

Friends

Check in & Points

Additional Elements

Venue Photo Create your own badge feature Sort tips/comments by City Venue Ranking

Promotion

A look at the Chinese LBSNS

http://www.duolequ.cn/

http://wwere.l99.com/ http://www.bedo.cn/

http://www.mogutuan.com/ http://jiepang.com/

Marketers should leverage Location Based SNS

10 Ways for Marketers to use Location Based

Tip #1

Claim your venues

Venues get created by individual members and can be missing information, or be inaccurate. Claiming a venue allows brands to update venue information, give the company access to extra data and provide special offers.

Tip #2

Offer First Check-In

Promotions

Brands can benefit by rewarding first time check-ins to encourage new customers to visit locations. While most brands are focused on rewarding repeat customers, there is an opportunity to reward first time customers.

Tip #3

Follow your Visitors

Many Foursquare/Jiepang users are also using Twitter/Sina. When you click on their profile, drill into their micro-blogging accounts and be sure to “follow” them. If they reciprocate, you have another way to get your news and information in front of them.

Tip #4

Market your Participation

While some of your social media savvy customers will check-in and adopt LBSNS platforms, a majority don’t even know it exists. Therefore, it’s important to promote foursquare/Jiepang deals and specials to your customer base to increase participation.

Tip #5

Promote Check-Ins

Although the percentage of visitors using Location Based SNS is relatively small, having user’s check-in, and share that check-in virally is a powerful marketing tool. Encourage each check-in to be broadcast to that users on Sina, Douban, renren (and Twitter and Facebook account if they have a VPN).

Tip #6

Utilise Tips

One of the easiest ways to get started in LBSNS is to utilize the Tips. For example, a user who checks into a coffee shop can get a Tip saying “Be sure to check out the newest green tea frapochino”. This helps to influence and drive traffic to point of sale conversions.

Tip #7

Identify your Influencers

Use LBSNS to identify your most loyal customers and encourage them to spread the word. Offer specials targeted at Landlords, Mayors or individuals who have a high number check-ins over a specified period of time.

Tip #8

Reward Loyalty Develop a loyalty system for repeat customers. For example, every 10th check in gets a free small coffee or 5% discount on a purchase. Starbucks recently offered a dollar off to “mayors” of the various Starbucks venues.

Tip #9

Mirror your Venue(s) on

Because of the viral nature of social media it’s important that your audience can access your company’s information through several channels. Many multi-location venues typically have one Facebook or renren Fan Page. Think about a main corporate page and multiple local pages. Publish relevant info to one or both.

Tip #10

Offer a Special

Offer specials to mayors/landlords or everyday visitors and even specify how many check-ins are required to achieve a special. In order to do this you need to “claim your venue” (see point 1.)

In foursquare, a new special will include a “Special Icon” next to the venue when it is listed in search results.

1. Reserved parking spot for the Mayor

2. Escalating rewards for checking in and bringing more friends along

3. The Mayor gets a free pass to the front of the line.

4. Free bottle of wine during the week of your birthday — worth your age in dollars

5. Free round of shots for the Mayor — and five friends

6. Free hotel room upgrade for the Mayor

6 Ideas for Location Based SNS Specials

In China, the percentage of those using LBSNS is very small but like the micro-blogging platforms of recent years, we can also expect to see an explosion in LBSNS usage. Retail, media and entertainment outlets really seem to be the first adapters of location based SNS.

Many marketers will ask, why does this matter? It matters because of engagement and being where your customers are, when they are. With the explosion of smart phones and 3G networks, consumers will be using their mobile devices like never before. Staying connected in the mobile social space is a huge part of that and brands that can figure out how to be involved by adding value, but not being in the way, will be the big winners.

Moving forward, the savvy marketers are going to add location-based services like Foursquare & Jiepang to their social arsenal that already includes the basics such as Facebook, Twitter, Youku, Sina and corporate blogs.

Final Thoughts

Thank you Dr Mathew McDougall | @sinotechian

sinotechgroup.com.cn | @sinotechgroup

Location Based Social Network Services (LBS) in China

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