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29 June 2011

Using Location-Based Mobile Apps By Luigi Cappel. 29 June 2011. Agenda. Building Location Based Services Group Deals Check Ins – Facebook Places and Foursquare User Privacy Location Intelligence and QR Codes How to Boost Adoption Rates and ROI. Check-ins.

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29 June 2011

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  1. Using Location-Based Mobile Apps By Luigi Cappel 29 June 2011

  2. Agenda Building Location Based Services • Group Deals • Check Ins – Facebook Places and Foursquare • User Privacy • Location Intelligence and QR Codes • How to Boost Adoption Rates and ROI

  3. Check-ins Facebook Places and Foursquare: How have NZ businesses successfully applied them?

  4. USA Check In Stats 3 months to March 2011 16.7 million people checked into locations using Foursquare and similar apps over 3 months representing 7.1% of the mobile population (Comscore)

  5. USA Check In Stats Continued

  6. Smartphone use in shopping

  7. Foursquare

  8. Campaigns For FREE!

  9. Foursquare Around New Zealand

  10. Facebook Places 17 February Deals not yet available in NZ, but several in USA: American Eagle Outfitters: Offering 20 percent off. Chipotle: Giving its Facebook guests two entrees for the price of one. Gap: Giving blue jeans to the first 10,000 customers to claim their deal. Golden State Warriors: Inviting those who check in to an exclusive event with a basketball player on the NBA team from Oakland, Calif. Harrah's: Offering a complimentary nightclub admission, buffet or other gift to people who stop by any of its 10 Las Vegas resorts.

  11. Giapo

  12. User Privacy 1,500 people turn up at teenage girl's birthday party accidentally advertised on Facebook by Wendy Fuller, Daily Mirror 6/06/2011 • Privacy may make or break Proximity and Location Based Marketing

  13. User Privacy What are the Implications? • Why Google, Apple and others collect personal and location data • To improve accuracy for Geolocation • To encourage developers to build mobile applications • To make money with targeted advertising • To be able to sell demographic and behaviour information

  14. User Privacy Risks? • Lack of informed users and understanding of consents • Opting in – what have you agreed to? • Who has access to your information? • Are you telling gangs or thieves when your house is empty and what goodies you have there? • Who are you friends with? Do you know and trust them • Do you understand the security settings and implications on apps you use? • Check my blogs for articles on Location and Social Media Services and Trust • http://luigicappel.wordpress.com/

  15. User Privacy Risks? • I thought up a random name and found a Kiwi with that name on Facebook with no security settings: • 29 year old female • Area they live in • In the armed forces for 10 years • Atheist • Relationship ended in November • Details of overseas trips, work and holiday • Hundreds of photos with tagged and linked names • Favourite Foods • Favourite books, films and activities • Where and when they were going on holiday

  16. Privacy Risks ‣ Location information is more accurate than most other personal data collected because users generally cannot lie about their location ‣ Collection of personal data can allow for the creation of a profile ‣ Location information is likely to be used in connection with disputes such as ‣ divorces ‣ employment litigation ‣ Can be used by criminals and criminal organisations ‣Also more likely to be used in criminal investigations, by the police, or for state security ‣ Note if developing an international application laws vary from country to country Source: Francois Gilbert IT Law Where 2.0 2011

  17. Privacy Considerations Use clear and conspicuous terms of use and privacy statements ‣ Give the users some control over their data: ‣ Ability to change default settings ‣ Ability to delete their location information ‣ Ability to turn off data collection ‣ Ability to opt-out of data collection ‣ Give preference to opt-in ‣ Ensure constant communications between those who create the need, implement the vision and those who try to keep the company out of trouble ‣ Sanity Test: Keep asking yourself: “how would I / my mother /my grandmother/ etc. feel if ….” Global Privacy & Security Law (2 Volumes - Aspen Publishing) www.GlobalPrivacyBook.com Source: Francois Gilbert IT Law Where 2.0 2011

  18. LBS Marketing and Trust? • We have your style, size and colour in stock, show this message and get 2 for 1 • The CRM can contain this information, but store staff don’t need to know who you are • Check-in apps like Foursquare, Gowalla etc • Companies don’t have to know who you are at all

  19. Location Intelligence and Quick Response Codes • QR Codes are a form of ‘tagging’, which Chris South will discuss in more details • A QR Code is a 2D bar code which can contain up to 7,089 characters • This code will take you to my blog • Free software for encoding and decoding

  20. QR Code Examples

  21. Hyperfactory UN Tagging The Hyperfactory, United Nations and Saatchi & Saatchi Billboard Tags

  22. How to Boost Adoption Rates and ROI • It’s all about scale • Small companies can use global free apps such as Foursquare • Chains, Corporates, Government and Loyalty Programs can afford their own apps • Free doesn’t mean you apply something and watch the money roll in.

  23. How to Boost Adoption Rates and ROI • 7 Types of Special

  24. Tips • Be generous. PYT Burgers in Philadelphia gave away a free beer just for checking in. The 5,000th person got a free burger a week for a year. • Very few people didn’t buy food and more drinks • Huge viral marketing • They have given away roughly 11,000 beers to date, he says that expense has paid for itself tenfold.

  25. Use Analytics • Try things • Monitor the results • Set goals and work towards them

  26. Be Part of the Conversation • If there is negative feedback, thank them for it and work on it. • The Customer is Always Right • Even when they’re wrong Gysbert H. Toilets are clean here :( Tyrone F. Get an El Camino. YUM. Corn chips in a burger! shiney k. Try the new heavy metal hindu special burger. It rocks.

  27. Mobile Location Based Examples • Café or Restaurant • Fast Food • Attraction • Loyalty Card • Travel • Accommodation • Entertainment

  28. Location Is Everywhere Thank you Luigi Cappel GeoSmart luigi.cappel@geosmart.co.nz http://twitter.com/BluesBro http://luigicappel.wordpress.com www.geosmart.co.nz www.aamaps.co.nz www.aatraffic.co.nz www.aaroadwatch.co.nz

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