Location Based Services: Marketing Euphoria or Building Block?


TOPIC QUESTIONS
Q1) Will location based social networks (LBS) lead to real revenue gains for large brands?
Q2) Will the future user base of location based social network (LBS) look more like Twitter or Facebook?
Q3) What is the most significant challenge that locations based social networks (LBS) face?
   Event Details
Event Date:
     2010-06-01
Event Time:
     12PM - 1 PM EST
Participants:
     64
Tweets:
     753


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Jason Keath
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web: jasonkeath.com
BIO: Jason Keath is the Founder of Social Fresh, a Social Media Conference company. Jason has been featured as an authority on social media in the NY Times, Yahoo News, and BizJournals.com and blogs on the intersection of social media and event planning on Mashable.com. He has consulted with some of the largest advertising agencies in the country, Fortune 500 companies, and major eCommerce websites. Jason is an entrepreneur, event organizer, social ...more
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  • # and we missed you ! #sm62. Check out the hashtag archive - lots of gems in there.
    Posted by: - 06/01/2010 01:29:01 PM
  • : Reading through. indeed very interesting #sm62
    Posted by: - 06/01/2010 01:27:02 PM
  • and we missed you ! #sm62. Check out the hashtag archive - lots of gems in there.
    Posted by: - 06/01/2010 01:26:03 PM
  • and are you localizing your content as well? #sm62
    Posted by: - 06/01/2010 01:25:03 PM
  • Sorry for bailing you guys - some phone calls just won't wait! :) I'll go back over the archives later and see what I missed! :) #sm62
    Posted by: - 06/01/2010 01:25:03 PM
  • RT : Yes but the problem with local marketers is that they often look for the magic bullet rather than and integrated plan #sm62
    Posted by: - 06/01/2010 01:24:03 PM
  • are you speaking of article? I was referring to the one I wrote Friday #sm62
    Posted by: - 06/01/2010 01:23:01 PM
  • hey we missed you today at... #sm62
    Posted by: - 06/01/2010 01:21:03 PM
  • Totally missed #sm62. Why? Why? Why? :) I am catching up now
    Posted by: - 06/01/2010 01:21:03 PM
  • Makes lots of sense RT : Real value for me in LBS is not "look at me" rather "Here I am, serve me relevant info" #sm62
    Posted by: - 06/01/2010 01:21:03 PM
  • Great read... I think I retweeted it a while back! #sm62
    Posted by: - 06/01/2010 01:20:03 PM
  • sorry had to leave #sm62 enjoyed live feed & reading rest via #sm62 def. agree cross-pollination & integration of socmed is future
    Posted by: - 06/01/2010 01:20:03 PM
  • RT : I'd be an idiot if I just pushed LBS. I hit 'em hard with a multipronged attack on the market baby! #sm62
    Posted by: - 06/01/2010 01:20:03 PM
  • How did you do this? If anyone from anywhere can follow? #sm62
    Posted by: - 06/01/2010 01:20:03 PM
  • Cross platform communication is already a nightmare. that's while I think Twitter and FB just might own LBS in the long run #sm62
    Posted by: - 06/01/2010 01:20:03 PM
  • by the way what did you think of the article? #sm62
    Posted by: - 06/01/2010 01:19:05 PM
  • FYI next weeks #socialmedia tweetchat host is #sm62 #sm63
    Posted by: - 06/01/2010 01:19:05 PM
  • I've localized my twitter presence. I probably have the strongest voice in the #colorado region. I've bulked up locally #sm62
    Posted by: - 06/01/2010 01:18:02 PM
  • Yes but the problem with local marketers is that they often look for the magic bullet rather than and integrated plan #sm62
    Posted by: - 06/01/2010 01:18:02 PM
  • would be better though if u c my checkin via twitter but can respnd to me via 4sq. I may not have twitter active #sm62
    Posted by: - 06/01/2010 01:17:03 PM
  • RT : I'd be an idiot if I just pushed LBS. I hit 'em hard with a multipronged attack on the market baby! #sm62
    Posted by: - 06/01/2010 01:17:03 PM
  • Good moves, the "like" infiltration diluted the value of the action of liking #sm62
    Posted by: - 06/01/2010 01:16:03 PM
  • That why we use them all across the board with a strong twitter - FB backend #sm62
    Posted by: - 06/01/2010 01:15:06 PM
  • and therein lies their tragic mistake. They are more powerful as strategic partners than any one platform winning whole game #sm62
    Posted by: - 06/01/2010 01:14:02 PM
  • RT : haha. nice. end a LBS chat with an LBS special #sm62 [our man Wayne understands this stuff! :-) ]
    Posted by: - 06/01/2010 01:13:03 PM
  • I'd be an idiot if I just pushed LBS. I hit 'em hard with a multipronged attack on the market baby! #sm62
    Posted by: - 06/01/2010 01:13:03 PM
  • RT : haha. nice. end a LBS chat with an LBS special #sm62 [our man Wayne understands this stuff! :-) ]
    Posted by: - 06/01/2010 01:12:03 PM
  • Hey Thanks to everyone who pushed the LBS envelope today on #sm62
    Posted by: - 06/01/2010 01:12:03 PM
  • Thnx 4 RT's gr7 convo 2: , , , , today on #sm62
    Posted by: - 06/01/2010 01:11:02 PM
  • Facebook needs to gobble up Foursquare and Yelp & then I want to crawl under the table to avoid logarithmic explosion. #sm62
    Posted by: - 06/01/2010 01:11:02 PM
  • I agree about facebook! It may get ugly #sm62
    Posted by: - 06/01/2010 01:11:02 PM
  • Yes, no question that it can be added to the marketing mix to increase reach and awareness, my point: don't forget roots #sm62
    Posted by: - 06/01/2010 01:11:02 PM
  • In addition FB will be shoving LBS down everyone's throats. So it's something all marketers will have to deal with. #sm62
    Posted by: - 06/01/2010 01:10:03 PM
  • RT : I'm not sure that foursquare is good for small local biz, this is why: http://bit.ly/9LK8DA #sm62
    Posted by: - 06/01/2010 01:10:03 PM
  • Instead of each platform wanting to copy core attribute of another, leverage u'r unique aspect (yelp=reviews) with theirs 4sq=locate #sm62
    Posted by: - 06/01/2010 01:09:02 PM
  • RT : Make it as easy to check in as possible! Ability to share info across platforms is key, agree with #sm62
    Posted by: - 06/01/2010 01:09:02 PM
  • haha. nice. end a LBS chat with an LBS special #sm62
    Posted by: - 06/01/2010 01:08:03 PM
  • thanks Lucretia, have a great day #sm63 #sm62
    Posted by: - 06/01/2010 01:08:03 PM
  • Make it as easy to check in as possible! Ability to share info across platforms is key, agree with #sm62
    Posted by: - 06/01/2010 01:08:03 PM
  • I've read that. However while partnering w/ LBS is just 1 part of the marketing package. #sm62
    Posted by: - 06/01/2010 01:08:03 PM
  • much like Twitter even now... (re: people not 'in' it don't get it) #sm62
    Posted by: - 06/01/2010 01:08:03 PM
  • Definitely agree w/shopper marketing & LBS working together! #SM62
    Posted by: - 06/01/2010 01:08:03 PM
  • RT : IMO...Users "in" LBS r having fun w/it. People not "in" don't get it. Much like Twitter 18 mos ago. #SM62
    Posted by: - 06/01/2010 01:08:03 PM
  • RT : think the key is cross pollination of platforms - let me check in once on 4sq and post tip to Yelp with one checkin #sm62
    Posted by: - 06/01/2010 01:07:02 PM
  • RT : think the key is cross pollination of platforms - let me check in once on 4sq and post tip to Yelp with one checkin #sm62
    Posted by: - 06/01/2010 01:07:02 PM
  • RT : I'm not sure that foursquare is good for small local biz, this is why: http://bit.ly/9LK8DA #sm62 [gr8 post!]
    Posted by: - 06/01/2010 01:07:02 PM
  • so true! RT : IMO...Users "in" LBS r having fun w/it. People not "in" dont get it. Much like Twitter 18 mos ago. #sm62
    Posted by: - 06/01/2010 01:07:02 PM
  • think the key is cross pollination of platforms - let me check in once on 4sq and post tip to Yelp with one checkin #sm62
    Posted by: - 06/01/2010 01:07:02 PM
  • true, but if company pays, company can assert rights to access (and they get the bills for audit, as well) #sm62
    Posted by: - 06/01/2010 01:07:02 PM
  • . great job! I'm tired now... going to for their 50% off check-in special for a bit to eat #sm62 Thanks!
    Posted by: - 06/01/2010 01:07:02 PM
    • Load 20 More
Moderator
haha. nice. end a LBS chat with an LBS special #sm62
thanks Lucretia, have a great day #sm63 #sm62
thanks for your thoughts on Mytown and LBS during the #sm62 chat man. good to hear your thoughts
and of course if people are not ok with it. they simply avoid it. #sm62
you have to be ok with that option ultimately. same with email. same with anything on the web #sm62
Ok, guys, feel free to the keep the conversation going, but thats a wrap. Thanks to everyone. Archive: hashtagsocialmedia.com/event62 #sm62
had two use cases on the #sofresh blog today for MyTown. They have more users than Foursquare and all on the iphone #sm62
good point. the active check in in itself is a barrier. #sm62
well Google is already puting ads on maps. they have the opportunity here #sm62
haha. agreed. I think there is a major trust issue there. Foursquare will have to go through its Facebook bumbs #sm62
yeah, true. Maybe in countries where smart phones are not as common that would take hold #sm62
Yeah, I cant see that being an issue #sm62
that is what Google Lattitude is. The potential has not been seen yet though #sm62
well Google Lattitude already passively adds your location, so it is on the verge. but are ppl ready for it? #sm62
getting people to use it is the issue. What is the biggest barrier there? #sm62
I hope so. I want to see the tech evolve in that direction as well #sm62
agreed. tech is a barrier. smart phones in general are not everywhere and then there is an app to get #sm62
I agree that on some level the passive coupon will be a big part of it #sm62
and if you want to use it to connect with people, find locations? is that not active use? #sm62
RT the most significant challenge for LBS: Trust, user adoption, partnerships, analytics, showing value & GPS #sm62
so 6 major challenges? =) sounds like a blog post #sm62
RT LBS challenge is Scaling a larger user base and keeping it simple enough for the lowest common denominator #sm62
so background data. much like a synced mobile phone book? #sm62
that I do not know. that is one of the major questions. will mainstream adopt. tech and privacy are the issues I see #sm62
thanks for joining =) #sm62
as a technical challenge or a trust issue? #sm62
that in itself is a highly valuable business model many have pursued. #sm62
RT : The gaming aspect of LBS is a start to get users to compete but to keep them, must add value to the game #sm62
well yes, and via phone calls, but to see it in a snapshot is a completely different scale of information, no? #sm62
thanks for joining =) #sm62
as a technical challenge or a trust issue? #sm62
that in itself is a highly valuable business model many have pursued. #sm62
RT : The gaming aspect of LBS is a start to get users to compete but to keep them, must add value to the game #sm62
well yes, and via phone calls, but to see it in a snapshot is a completely different scale of information, no? #sm62
I have seen local startups trying things like this. It has possibilities. Foursquare already has editors/admins #sm62
Question #3 (final): What is the most significant challenge that locations based servcies (LBS) face? #sm62
maybe. it would be interesting to see the demographics. I think it is definitely a younger audience #sm62
finding where there friends are at while out and about? not sure that is happening anywhere #sm62
Question #3 (final): What is the most significant challenge that locations based servcies (LBS) face? #sm62
maybe. it would be interesting to see the demographics. I think it is definitely a younger audience #sm62
so the mayor system is just the simplest game element? the future will involve more people? engage them? #sm62
what about the connection value? finding your friends? #sm62
so the future of LBS looks more like Yelp? I think that is a good point. The review data is important #sm62
RT : IMO, deals, sales and coupons will trump games any day for LBS. #sm62
so currently the reason to use LBS is not compelling enough for mainstream? #sm62
the location data is a massive opportunity if scaled. do you think mainstream users will buy in? #sm62
RT : The game is important in that it carries with it powerful incentives… but are they the right incentives? #sm62
so then LBS becomes more of a background data stream and less of its own network like on Foursquare? #sm62
RT : the future of LBS will look more like Facebook b/c it needs more than an activity stream. needs comm/content #sm62
that makes sense. I think the game element is gone then. Is the game important? #sm62
so how can they create that? is the mayor system flawed? #sm62
because you want it to remain small or light? #sm62
that would be cool. One of the Golden Coral's in Raleigh, NC is doing something like that #sm62
so you see LBS scaling to the size of one of the larger social networks? interesting #sm62
but currently the audience is more like Twitter, would you agree? How do they bridge that gap? how do they scale? #sm62
agreed. involving more people = more brand champions. not sure what the right system is though #sm62
Question #2: Will the future user base of location based services (LBS) look more like Twitter or Facebook? #sm62 and why?
there are definitely use cases happening where people are starting to check in to virtual places or not places at all #sm62
RT : - until folks know their standings, rewarding "best" customer is nebulous target #sm62
agreed. unless you are already the mayor. Then you are happy either way #sm62
very cool app. Seems like that is an obvious addin for 4S #sm62
it definitely makes sense. the relationship is more tactile on the local level #sm62
because of the time committment you mean? to actually build a relationship? #sm62
yes, if not MLB will likely have it soon. They lead well like Starbucks. Great large brand use cases #sm62
Next Question, #2: Will the future user base of location based services (LBS) look more like Twitter or Facebook? #sm62
great point. that could really lift the level of gameplay #sm62
RT : None of the LBS have added functions to let users know how many pts they need to become mayor #sm62
I agree. the top of mind is then generated from a relationship and not an ad campaign #sm62
so the brick and mortar franchises are the focus for you? #sm62
I like that thought, but for example? #sm62
RT Q1 At this point I see it as being more relevant for smaller brands/local businesses. #sm62
so local has more to gain because it is a smaller community? #sm62
so the brick and mortar franchises are the focus for you? #sm62
good question. for some the value is their friends location or the game, independant of the venue's role #sm62
do you think the current use cases are doing it in meaningful ways? #sm62
so affinity because of a more constant relationship? continued value? #sm62
RT : the revenue gains needs to be measured by the how using LBS and ROI of time invested of the promotion by brands #sm62
yes. the rewards for your best customers does create immediate brand champions. word of mouth wins #sm62
yeah, it does seem like $$ in the pocket is at the root of most LBS plays right now #sm62
I agree. creaitivity and not just passing along coupon is a good start #sm62
so you see some companies better suited? which ones? #sm62
so which do you think is the bigger opportunity? the value exchange or the research data? #sm62
so you think real revenue is just a matter of time and a matter of how? where do you see possible how's? #sm62
Question 1: Will location based services (LBS) lead to real revenue gains for large brands? #SM62
RT : for those who R new. this is 1 hr on topic of LBS today w/ hosting. follow #sm62 or visit http://bit.ly/QS8cE
OK, so let's get the Location Based Services Twitter chat on. Remember to try to bring things back to business cases #sm62
The first question for #sm62 is a doozie. We need to challenge ourselves in how we're thinking about Foursquare et all