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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

By Simon Salt
Published Jan 31, 2011 by Que. Part of the Que Biz-Tech series.

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Description

Copyright 2011
Dimensions: 6" x 9"
Pages: 240
Edition: 1st

Book
ISBN-10: 0-7897-4721-9
ISBN-13: 978-0-7897-4721-1

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.

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Sample Content

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Square Pegs and Round Holes of Social Media Strategies: Where Does This All Fit?

Sample Pages

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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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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

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