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1. So|Lo|Mo Social Media and Mobile Marke1ng Collide by Francois Muscat Friday 04 November 11

2. Why So|Lo|Mo? What is it? Why use it? How can it be innovative 10 Step implementation Friday 04 November 11

3. What is it? Friday 04 November 11

4. What is it? Voluntary Tracking Friday 04 November 11

7. What is it? Social Location Marketing Friday 04 November 11

8. Why is it Innova1ve? Awareness Interest Evaluation Action Advocacy People can change their mind at the “Point of Sale” Friday 04 November 11

9. The New Funnel Source: Marketing Profs Friday 04 November 11

10. Why should you bother? Friday 04 November 11

11. Low cost of entry Easiest point of entry of all social media Little setup Little content Friday 04 November 11

12. Know where your customers are Know When your customers are here Who are regulars First timers Gain insight for Marketing Friday 04 November 11

13. Know where your customers are Know When your customers are here Who are regulars First timers Gain insight for Marketing Friday 04 November 11

14. The 1ps Source: Marketing Profs Friday 04 November 11

15. Listen to what they say Monitor Conversations Take appropriate action Don’t Let bad news spread Friday 04 November 11

16. Listen to what they say Monitor Conversations Take appropriate action Don’t Let bad news spread Friday 04 November 11

17. The 1ps Source: Marketing Profs Friday 04 November 11

18. Proven approach for... Fashion Retail Hospitality Restaurants Friday 04 November 11

19. Why people don’t checkin? 50% don’t own a smart phone 49% had no motivation 48% cited privacy concerns Friday 04 November 11

20. Use of social loca1on soIware? Friday 04 November 11

21. Where they use it? Friday 04 November 11

22. Types of companies using Foursquare Friday 04 November 11

24. Types of companies using Foursquare Add listings to account Checkin on Open House Checkin when showing property Provide map to location Real Estate Friday 04 November 11

25. Types of companies using Foursquare Office & Staff information Invite people for coffee & map Invite house hunters to come by Track visits to properties & share with seller Real Estate Office Friday 04 November 11

26. Types of companies using Foursquare Top 25 Restaurants http://bit.ly/i7w58Y Friday 04 November 11

27. Types of companies using Foursquare Retail http://bit.ly/gKz08L Friday 04 November 11

29. Social Media is not a .... Friday 04 November 11

30. Social Media is not a .... or a Magic Wand Friday 04 November 11

31. Fix things in your business ﬁrst... Not a recipe for overnight success for an ailing business If you have things to fix, don’t do social media Fix issues first, then come back & join in the fun Friday 04 November 11

32. Stats...Stats...Stats... Friday 04 November 11

38. Stats...Stats...Stats... 12% use LBS Friday 04 November 11

39. Stats...Stats...Stats... 20% of location-based users checks in daily Friday 04 November 11

40. Even more stats... Friday 04 November 11

44. Privacy Issues... Friday 04 November 11

45. 10 -‐ Steps to Implement? What’s your Game plan? Friday 04 November 11

46. 10 -‐ Steps to Implement? What’s your Game plan? Friday 04 November 11

47. Step 1 STEP 1 Become familiar with location based services like Foursquare Download Foursquare Link Twitter & Facebook Friday 04 November 11

48. Step 2 STEP 2 Determine your GOALs Increase foot trafﬁc Sell more of a “particular” item Target patrons at certain times Promote a speciﬁc product New customer acquisition Get repeat customers Friday 04 November 11

49. Step 2 STEP 2 Determine your GOALs Increase foot trafﬁc Sell more of a “particular” item Target patrons at certain times Promote a speciﬁc product New customer acquisition Get repeat customers Friday 04 November 11

50. STEP 3 Establish your PRESENCE List on each network Ensure correct details Friday 04 November 11

51. STEP 3 Establish your PRESENCE List on each network Ensure correct details Friday 04 November 11

52. Step 4 STEP 4 Operationalize your LBS program In store signs Table tents & placards Train your staff Mailing customers Advertise with outdoor signs Promote in Yellow Pages Hold in-store events Advertise in print media Create word of mouth buzz Friday 04 November 11

53. Step 4 STEP 4 Operationalize your LBS program In store signs Table tents & placards Train your staff Mailing customers Advertise with outdoor signs Promote in Yellow Pages Hold in-store events Advertise in print media Create word of mouth buzz Friday 04 November 11

54. Step 5 STEP 5 Implement COMPELLING programs 20% off between 2 & 4pm Checkin 5 times, get a free coffee Mayor gets ﬁrst drink free every checkin 10% off with checkin Friday 04 November 11

55. Step 5 STEP 5 Implement COMPELLING programs 20% off between 2 & 4pm Checkin 5 times, get a free coffee Mayor gets ﬁrst drink free every checkin 10% off with checkin Friday 04 November 11

56. Step 6 STEP 6 ENGAGE with customers Gowalla leader board Offer free cookie for posting recommendations Speak to them about why they go to other venues Friday 04 November 11

57. Step 6 STEP 6 ENGAGE with customers Gowalla leader board Offer free cookie for posting recommendations Speak to them about why they go to other venues Friday 04 November 11

58. Step 7 STEP 7 TRACK everything Foursquare analytics Venue stats Number of checkins Unique visitors Tweets sent Friday 04 November 11

59. Step 7 STEP 7 TRACK everything Foursquare analytics Venue stats Number of checkins Unique visitors Tweets sent Friday 04 November 11

60. Step 8 STEP 8 Be prepared to ADAPT As features change As new tools emerge Review you own promotion results Friday 04 November 11

61. Step 8 STEP 8 Be prepared to ADAPT As features change As new tools emerge Review you own promotion results Friday 04 November 11

62. Step 9 STEP 9 Avoid common PITFALLS Don’t post fake reviews Poorly designed Ads Forget to monitor activity Friday 04 November 11

63. Step 9 STEP 9 Avoid common PITFALLS Don’t post fake reviews Poorly designed Ads Forget to monitor activity Friday 04 November 11

64. Step 10 STEP 10 Spy on your COMPETITORS See what specials they offer Monitor check-in activity Identify strategic opportunities Friday 04 November 11

65. Step 10 STEP 10 Spy on your COMPETITORS See what specials they offer Monitor check-in activity Identify strategic opportunities Friday 04 November 11

66. Summary Friday 04 November 11

67. POEM? • Print • Website • Social media advertising • Portals • Blogs • Television • Micro sites • Foursquare • Web banners • Mobile site • Twitter • Paid search • Media deals MEDIA Friday 04 November 11

68. Ques1ons Friday 04 November 11

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