GEOSOCIAL The Perfect Storm of Mobile, Location & Social Media... Nick Jones JONES CONSULTING Fall 2011

Nick Jones / JONES CONSULTING / / Fall 2011 Overview What is geosocial? What are examples of geosocial? What is the geosocial opportunity?

Nick Jones / JONES CONSULTING / / Fall What is geosocial?

Nick Jones / JONES CONSULTING / / Fall 2011 The Perfect Storm … Mobile Social Location

Nick Jones / JONES CONSULTING / / Fall 2011 Wide Range of Mobile of Devices & Connection Options Today... LaptopNetbookTablet Smart Phone Mobile Phone Cellular Network GPSWIFI

Nick Jones / JONES CONSULTING / / Fall 2011 Mobile has seen massive adoption in Canada in the last 10 years! Source:

Nick Jones / JONES CONSULTING / / Fall 2011 Mobile subscribers are estimated to reach 85% of Canadians in Source:

Nick Jones / JONES CONSULTING / / Fall 2011 Mobile web access is expected to exceed PC access by Source:

Nick Jones / JONES CONSULTING / / Fall 2011 Smartphones & Tablets = Truly Mobile Computing Robust connectivity via cellular networks or WIFI. GPS enabled location detection (satellite). High capacity computing capability. High quality image, video and audio capabilities.

Nick Jones / JONES CONSULTING / / Fall 2011 Smartphones = 50% by Source:

Nick Jones / JONES CONSULTING / / Fall 2011 The Perfect Storm … Mobile Social Location

Nick Jones / JONES CONSULTING / / Fall 2011 There are several ways to determine location … Source: Smart Phone GPS Satellites Cellular Network WIFI IP Address

Nick Jones / JONES CONSULTING / / Fall in 4 of mobile owners use some sort of mobile location service! Source: / / Pew Internet Research Center Study (Sep 2011) 23% of adult mobile owners use phones to get directions or recommendations based upon their current location. 4% of adult mobile owners use their phones to check in to locations using geosocial services such as Foursquare or Gowalla. Smartphone owners are especially likely to use these services on their phones. 7% of adult internet uses set up social media services such as Facebook, Twitter or LinkedIn so that their location is automatically included in their posts on those services.

Nick Jones / JONES CONSULTING / / Fall 2011 Shopping & Location Apps are important to users … Location 42% Shopping 45% Source: pdfhttp://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/10/Nielsen-Connected-Devices-Summary-Oct pdf

Nick Jones / JONES CONSULTING / / Fall 2011 People are searching via mobile! Source:

Nick Jones / JONES CONSULTING / / Fall 2011 Mobile search is “action focused”! Source:

Nick Jones / JONES CONSULTING / / Fall 2011 The Perfect Storm … Mobile Social Location

Nick Jones / JONES CONSULTING / / Fall 2011 There is Social Media for anything you want today …

Nick Jones / JONES CONSULTING / / Fall 2011 Google & Facebook Rule … Source: Comscore, Unique Visitors in Canada for July 2011 Unique Visitors Canada, July 2011

Nick Jones / JONES CONSULTING / / Fall 2011 Mobile Social is BIG! Source:

Nick Jones / JONES CONSULTING / / Fall 2011 What is geosocial? Many of your customers will have and use a smartphone / tablet with robust computing capability. Those devices are automatically aware of their own location and able to share content with location based attributes. Using those devices, users will share / check-in / search and act related to their location.

Nick Jones / JONES CONSULTING / / Fall What are examples of geosocial?

Nick Jones / JONES CONSULTING / / Fall 2011 Types of Geo-social … Social Networks – We post about our activities, experiences … Specific Location Based Services - Foursquare, Loopt, Gowalla, Scvngr, Yelp, etc. Genere / Focus Specific Location Services – Dating, Food, Sports, etc. …

Nick Jones / JONES CONSULTING / / Fall 2011 Basic Social Network Posting … Much of what we post about is related to experiences we have relative to locations … shopping, food, entertainment, etc. … More often than not the subject of such posting is about the unusual … new, really great, really bad, different … This type of activity is what makes up the majority of geosocial …

Nick Jones / JONES CONSULTING / / Fall 2011 Basic Social Network Posting …

Nick Jones / JONES CONSULTING / / Fall 2011 Location Based Networks Location based networks specifically connect information to location… Several reasons why people participate: Serendipity Game Dynamics Personal Diary Sharing Experiences Score Deals

Nick Jones / JONES CONSULTING / / Fall 2011 Facebook Places – Using Facebook mobile apps able to “check in” to a location, tag friends, add a photo. Anyone can setup a place. Businesses can offer “deals” related to a place.

Nick Jones / JONES CONSULTING / / Fall 2011 Types of Rewards Many different types of rewards you can offer to your customers: –Newbie / First Time –Returning Customer –“Badge” –“Status”

Nick Jones / JONES CONSULTING / / Fall 2011 Facebook Places –

Nick Jones / JONES CONSULTING / / Fall 2011 Google Latitude – Users can enable Google mobile apps to indicate their location on Google maps. At same time businesses can setup “places” on Google Maps.

Nick Jones / JONES CONSULTING / / Fall 2011 Google Latitude –

Nick Jones / JONES CONSULTING / / Fall 2011 Foursquare– Users are able to check in to locations and get rewarded with points or badges and sometimes are offered “specials”. Businesses can “claim” their location and offer “specials”. –e.g. Newbie Special

Nick Jones / JONES CONSULTING / / Fall 2011 Foursquare–

Nick Jones / JONES CONSULTING / / Fall 2011 Foursquare– Source: Receive free small milkshake on every third check-in to Rally Burger. Plus, Mayors receive free milkshake every visit. Check-in at Old Navy Store to receive a free download of Andy Grammer's new song, "Fine By Me.” Check-in at the Standard Hotel LA and receive a 10% discount on your purchase at “The Shop” in the hotel. Beads & Trim Store rewards a first time check-in with 10% off your entire purchase of anything. Market Street Cinema Strip Club offers free admission for your 10th check-in.

Nick Jones / JONES CONSULTING / / Fall 2011 Yelp – Allows users to search for locations, read reviews, post reviews, etc. … Both users and businesses can setup locations. Businesses can complete profiles and message users.

Nick Jones / JONES CONSULTING / / Fall 2011 Yelp –

Nick Jones / JONES CONSULTING / / Fall 2011 Genre / Focus Specific Geosocial … Some of the geosocial networks focus specifically on one genre or another … e.g. Food, Dating, etc. These allow individuals to contribute and find location based content relative to their specific interest …

Nick Jones / JONES CONSULTING / / Fall 2011 Foodspotting – Allows people to post pictures of great food related to a location. Allows people to search for food type /location. Restaurants / brands can participate, engage with users, contribute content, make offers.

Nick Jones / JONES CONSULTING / / Fall 2011 Geosocial Examples … Many different types of geosocial activity. Basic posting on social media (with indication of location) is the bulk of geosocial. Location based networks specifically engage users to share content related to location. Genre specific services combine focused content with location information.

Nick Jones / JONES CONSULTING / / Fall What is the geosocial opportunity?

Nick Jones / JONES CONSULTING / / Fall 2011 Is your product geosocial friendly? Do the products / services that you / your company provide have a location relative element to them … i.e. purchase, consumption, access? Does your product / service offering have unusual potential … i.e. great, new, good, bad?

Nick Jones / JONES CONSULTING / / Fall 2011 What geosocial services do your customers use? What sort of mobile devices do your customer use … i.e. basic mobile phone or a smartphone? Do they post to mainstream social media: Facebook, Twitter, Linkedin? Do they participate in location based / genre specific services like Foursquare, Yelp, Foodspotting, etc.?

Nick Jones / JONES CONSULTING / / Fall 2011 Get on Google Maps, Bing Maps …

Nick Jones / JONES CONSULTING / / Fall 2011 Setup a Facebook Page & Place …

Nick Jones / JONES CONSULTING / / Fall 2011 Setup / Complete a Yelp Profile …

Nick Jones / JONES CONSULTING / / Fall 2011 Setup a Foursquare location …

Nick Jones / JONES CONSULTING / / Fall 2011 Start engaging your customers … Ask customers to share, check-in, etc. … Engage them in communication about your products / their experience … Start experimenting with deals / offers / specials …

Nick Jones / JONES CONSULTING / / Fall 2011 Final Thoughts … There is no one answer / simple solution … You need to use the medium yourself to really understand it … You need to experiment with different communication, offers, etc. as it relates to your customers product & location … You need to commit time & effort to this …

Nick Jones / JONES CONSULTING / / Fall 2011 End Nick Jones JONES CONSULTING I am available to present at events and conferences. Please feel free to contact me for more information.