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Social Location Marketing: Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites

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Social Location Marketing: Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites

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Description

  • Copyright 2011
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-265373-7
  • ISBN-13: 978-0-13-265373-2

Front cover

“Too many people are running around nowadays calling themselves ‘social media experts.’ Simon doesn't call himself that. His clients do. And they're right. I'll read anything this man writes.”

–Peter Shankman

Back cover

Social Location Marketing

Breakthrough social location marketing techniques for promoting
your service, product, or venue!

Social Location Marketing offers powerful new ways to promote practically any product, service, or venue. Now, pioneering expert Simon Salt shows exactly how to make the most of it! Salt introduces Foursquare, Gowalla, Yelp, and other apps, helping you choose your best options, and build cost-effective marketing programs that work. Through real examples, you’ll learn how to reach your key audiences and segments…craft and execute winning strategies on realistic budgets…measure activity and calculate ROI…avoid costly mistakes…and much more! Whatever your goal, role, or industry, this book will help you find new customers where they are, strengthen loyalty and retention, and supercharge profits!

You’ll Learn How To:

•           Understand how social location marketing works and what it can (and can’t) do for your business

•           Learn the surprising realities about who uses social location software

•           Know your customers and their motivations–and build marketing plans around them

•           Develop communities of customer advocates who’ll work on your behalf

•           Use games, competitions, time-limited offers, and other innovative approaches

•           Successfully reach teens, tweens, women, or men

•           Discover proven approaches for fashion, retail, hospitality, and restaurants

•           Effectively handle criticism, and transform negatives into positives

•           Preview brand-new social location tools, including Google Hotpot

•           Understand the privacy issues associated with social location marketing

SIMON SALT is a key social media influencer who works with large brands and international PR companies. After participating in three succes1tups, he now leads his own marketing communications firm, whose client list includes Fortune® 500 companies. Salt is now conducting a Social Media roadshow, speaking on social location sharing across the United States. He has spoken at major conferences including BlogWorld, Internet Summit, and will speak at SXSW 2011.

Sample Content

Table of Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

    What’s in This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

1 Why Should I Bother? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

    Who Cares Where I Am? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

    What’s in It for the Individual? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

    What’s in It for the Small Business? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

    What’s in It for Larger Businesses? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

2 Square Pegs and Round Holes:

Where Does This All Fit? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

    What is Social Media? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

    Who Is in Charge? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

    Where Is Everyone? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

    Keeping Your Ear to the Ground . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

    They Said What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

    The Perfect Face for Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

    Measure Twice, Execute Once . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

    Future Proofing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

    The Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

    Location, Location, Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

3 Games People Play . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

    Anatomy of a Game Player . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

    Overachievers and the Easily Bored . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

        Serious Gamer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

        Casual Gamer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

        Masters of the Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

        Young Guns and Old Codgers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

    Are We Having Fun Yet? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

    The Ingredients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

    The Execution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

4 Introduction to Location Sharing Tools. . . . . . . . . . . . . . . . . . . . . . . . . 59

    What Is and Isn’t Social Location Sharing? . . . . . . . . . . . . . . . . . . . . 60

        Geo-Location Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

        Location-Based Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

        Social Location Sharing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

    Where Did All This Social Location Sharing Start? . . . . . . . . . . 63

        Loopt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

        BrightKite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65

        Yelp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66

        Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67

        Gowalla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

        MyTown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

        Other Social Location Sharing Tools . . . . . . . . . . . . . . . . . . . . . . . 71

    Real World Uses for Social Location Marketing . . . . . . . . . . . . . . 71

    Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72

        The Move to Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

5 Industries Making It Work. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

    Fashion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77

    Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

    Food and Beverages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84

    Hotels and Travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89

    Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94

    Case Study: Integration and the Seamless Check In . . . . . . . . . . 97

6 Know Your Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99

    Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100

    The Foursquare Fine Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103

        Privacy on Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104

        Foursquare’s Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106

    The Foursquare Profile Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107

    The Foursquare Mobile Application . . . . . . . . . . . . . . . . . . . . . . . . . . 108

    Gowalla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112

        Spots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113

        Trips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114

        Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114

    Setting Up Your Gowalla Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116

        Digital Objects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116

        Passport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118

    Gowalla Mobile Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119

    SCVNGR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121

        Social Check In . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124

        The SCVNGR Mobile App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125

    Facebook Places . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128

    Google Hotpot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130

    Yelp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132

    The Others . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136

        MyTown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136

        Whrrl . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

        Brightkite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

        Loopt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

    Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

    Case Study: How Listening and Teaching Improved the Café Business . . . . .. . 139

7 Marketing to Social Location Sharers . . . . . . . . . . . . . . . . . . . . . . . . 141

    Meeting the Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142

        Physiological Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142

        Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143

        Belonging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144

        Esteem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144

        Self-Actualization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146

    The Needs of the Social Consumer . . . . . . . . . . . . . . . . . . . . . . . . . . . 147

    Social Customer Relationship Management or Customer Information Management . . .. 148

    Elements of a Social Location Marketing Campaign . . . . . . . . 154

    Single Location Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155

    Multiple-Venue Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159

    Marketing Without a Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

    Getting to the ROI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162

    Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163

8 We’re Here All Week–Event Marketing with Social Location Sharing Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165

    Arming Employees with the Right Message . . . . . . . . . . . . . . . . . 166

    Create a Gowalla Trip . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169

        Chevrolet at the State Fair of Texas . . . . . . . . . . . . . . . . . . . . . . . 172

        VisitBritain: Social Media Tourism Leader . . . . . . . . . . . . . . . 174

        State of Arkansas Gets Location Aware . . . . . . . . . . . . . . . . . . . 176

        Intel Inside . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

        Lotus Gets Social on a Boat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180

    Gowalla Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181

    Facebook Deals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183

    Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184

9 Socially Speaking: The Social Business . . . . . . . . . . . . . . . . . . . . . 185

    More Than a Twitter or Facebook Page . . . . . . . . . . . . . . . . . . . . . . 189

    Social Customer Relationship Management Database (sCRM) . . .. . . . 191

    Is Change Inevitable? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192

    Choosing the Right Social Media App . . . . . . . . . . . . . . . . . . . . . . . 193

    Who Owns Social? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196

10 Plan, Plan, and Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207

    Identify Your Social Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208

    Where Should You Be? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208

    What You Should Say . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210

    We the People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213

    They Said What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215

        It’s Not All Doom and Gloom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217

    Look Small, Think Big . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 218

    Local Wins the Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220

    Micropayment Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221

    Check Out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221

TOC, 9780789747211, 1/10/11

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  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020