Flickr Photo By ashley.adcox
Over the last few weeks team @TriOut (@LawPower, @GreggVM and myself) have been on what seems like a location-based check-in speaking tour. All three of us delivered talks at the NCTech4Good conference on non-profits and location-based applications and yesterday we spoke at the inaugural Marketing Mondays at the RTP headquarters. Two weeks ago TriOut Founder, Lawrence Ingraham spoke at a NC New Tech meetup to a group of VCs. My list of recent speaking opportunities have been focused on location/geo/TriOut as well. From giving an overview of what is location-based marketing at the Triangle AMA Social Media Boot Camp, moderating the Triangle Interactive Marketing Associations panel called “Doing business the hyper-local Social Media Way” and participating in a Social Fresh Panel called The Evolution of Foursquare Marketing. Next for team TriOut we’re speaking at the Triangle AMA’s August Luncheon (8/19), the topic is Location-based marketing, it’s more than simply checking in. You can rsvp here. In October I’m traveling to Miami to speak at Blogalicious a women’s social media diversity conference to cover location-based applications and privacy. We have a few more upcoming speaking events that have yet to be announced as well.
While speaking at the various events on location-based applications/services I’ve noticed a few trends such as majority of the attendees are marketers and some are not using Foursquare or any location-based app themselves. Other trends I’ve noticed from attendees have been that everyone doesn’t have a smart phone and many are looking for use cases/case studies to see why everyone is talking/blogging about location-based applications. Basically they want to know why all of the hype! Majority of the attendees have been women and surprisingly the privacy conversation has come up less than I have expected. I’ve been thinking about some of the questions from the events and created a list of 15 trends I’ve noticed from marketers attending recent geo / location-based events.
- For many marketers their first location-based application is Foursquare which is 1 1/2 year old
- Quite a few marketers have never heard of Loopt and/or aware of the fact that it was launched in 2005 and has 4 millions users
- Most marketers are familiar with the following location-based applications: Foursquare, Gowalla, Brightkite, MyTown and Whrrl.
- Agencies/Marketers are learning about TriOut via social media channels and/or speaking opportunities the TriOut team have been participating in.
- Marketers really don’t want another application to have to manage outside of Twitter, Facebook, Linkedin and WordPress/blogs
- Marketers are not familiar how location-based tech jargon is used such as geo-fence, check-ins, badges.
- Marketers are unaware of the fact there are over 67 different location-based applications.
- Few marketers are thinking about what is the value for the customers and are trying to sell products vs provide a valuable social experience using location-based applications.
- Marketers are not taking advantage of location-based applications that provide check-in analytics via dashboards or they’re having a difficult time gaining access to it.
- Everyone wants an easy way to check-in to multiple location-based applications or have customers to automatically check-in but are not thinking about the user adoption.
- Agencies/Marketers are trying to understand where does location-based applications fit in with their clients social media strategy.
- Everyone is excited about the opportunity to use QR codes
- Most marketers are unaware of Google’s location-based applications and how they work with businesses (Google Places, latitude, tags)
- Some marketers don’t see the value of location-based apps using game mechanics to gain users
- Marketers are not thinking long-term relationships with location-based applications and want instant periciatpion from consumers.
- Everyone is looking for case studies and are trying to duplicate the success stories they read via blogs.
While speaking on location-based apps I try to drive home the message to think about the customer and what can a business/brand provide to a customer to make them want to check-in. Also when it comes to location-based marketing its sometimes about what you can do offline more than online to increase your results of a location-based promotion.
Have you attended a recent meetup/conference/panel on location-based applications? If so what were some of your takeaways?