Colin Alsheimer » apps

Six Ways Your Business Can Leverage Geolocation Marketing

Colin — Fri, 12 Nov 2010 13:32:32 +0000

The LBS market is exploding, as it has been for some time now. With Facebook’s continued work with with their Places product (first the launch, now with Deals) the category has received even more exposure among users and business alike.

But much like social media marketing of several years ago, not all business know exactly how they should be using LBS apps, what services to use, or even what the offerings are.

Here are six ways that a business can leverage location based services in their marketing efforts.

1. Use Virtual Goods

It’s easy to see why Gary Vaynerchuck is so hot on virtual goods. Besides the fact that his company might own one of the best case studies surrounding their use, it may also be one of the most unique business options available on the LBS market today.

At a basic level, I like to think of virtual goods as a creative refresh on coupons. Users who find your businesses virtual good in the wild could redeem for a physical version of the product or service.

This very application was executed to varying degrees of success by Sweet Leaf Tea, the New Jersey Nets, and Chevy.

Apps to use: Gowalla

2. Create a Custom Foursquare Badge

While not a tactic for every brand (word on the street is they’re prohibitively expensive for most) a creative, custom Foursquare badge could make some sense. Look at how Bravo, Comedy Central and Zagat have used custom badges in their Foursquare marketing for examples to emulate.

Apps to use: Foursquare

3. Create Badge Gathering Events

While mostly a tactic that may have seen better days, it’s hard to ignore case studies like AJ Bombers, where the Milwaukee based restaurant saw a 110% increase in sales during an event geared around obtaining Foursquare’s sought after Swarm Badge.

Be sure to consider your target market when considering this tactic. If your target is early adopters or power social media users, be prepared to move on to a different idea. Most power users have already obtained many of Foursquare’s rare badges, and the appeal to participate won’t be as strong.

Apps to use: Foursquare

4. Share Valuable Content

Many of the popular LBS applications allow users to create and share valuable content with other users of the app. This can come in the form of tips left on locations, micro reviews, photos, and more. How can a business leverage these capabilities?

Take the History Channel, for example. They left educational tips at historically significant locations across the country. Users who follow the History Channel account on Foursquare are able to view and interact with these tips.

Zagat, the renowned food and restaurant guide, took a similar approach by leaving their valuable restaurant reviews as tips.

Further, applications like SCVNGR and Gowalla allow users to create trips, which are curated lists of locations (that users check in to) within a given geographic area, typically centered around a theme.

Apps to use: Gowalla, Foursquare, SCVNGR, Whrrl

5. Create business specials

Business specials are often the first tactic that comes to mind when people think of marketing options on LBS applications. And with good reason. If done properly, these business specials can act as great incentive for users to visit your store.

The two primary specials available today – a check-in special (rewarded whenever someone checks-in to your location) and a mayor special (rewarded to the user with the most check-ins).

Apps like SCVNGR put a creative twist on this idea and reward users who accrue the most points. Points are awarded for activities like checking in, posting photos or other business dictated challenges.

Apps to use: Gowalla, Foursquare, SCVNGR, Facebook Places

6. Give to Charity

Businesses looking to get into the geolocation game can also use the popular LBS apps to help with charity initiatives.

For example, a recent campaign by Weight Watchers provided a 1$ donation for every check-in at brand sponsored meetings.

Apps to use: Foursquare, Facebook Places

What are some of the creative ways you’ve seen businesses using LBS applications in their marketing programs?

Photo Credit

Mobile Hacking: How Are You Using Your Apps?

Colin — Fri, 12 Feb 2010 18:38:08 +0000

Have you heard of Shazam? If you’re not familiar with the app, Shazam is a music discovery and tagging application, which runs on most of the popular mobile phone platforms.

The basic premise of the application is that when you hear a song you don’t recognize, you tag it with the app, and Shazam will return the song’s information.

Also built into the functionality is the ability to share the tagged song with your Twitter & Facebook friends – which is where my usage starts to differ.

While most people might still be using the app to discover music, I’m using it to share the music I already know and like. I’ll tag songs while I’m in the car, at a bar, or just home listening to music and then share that on Twitter & Facebook.

It’s my way of saying “hey, I like this song – you should check it out!”. As a music lover, this has started several interesting conversations with people around the shared song.

But this got me thinking – do you use any mobile applications in a way that might not have been intended by the apps creators?

Maybe it’s a new workflow, lifehack, or something new all together. Either way, share your tips & discoveries in the comments.

Photo Credit

9 iPhone Apps for the Introverted Socialite

Colin — Thu, 19 Nov 2009 17:10:36 +0000

I'm going to let you in on a secret. Despite what you may or may not think, I'm an introvert. Which is interesting, because I do quite a bit of networking and socializing.

I like to think that the networking has served me well. It's led to meeting many wonderful people, and helped me form some truly fantastic relationships.

But you won't see me working a room anytime soon.

I network because I like to meet new people, and I enjoy the conversation. But that doesn't mean it's not hard.

To augment my natural state of introversion, I've turned to help from several key iPhone apps (most of which have standard web versions too), to help me start, maintain, and grow my personal relationships.

Facebook

This one is pretty much a given. Facebook is where most of my closer friends are. There are a few business acquaintances mixed in, but I've gone back and forth about completely opening up my network, and keeping it to close friends. Facebook helps me keep in touch with friends of old, who I no longer share a school (or a common geographic area) with.

Tweetie

Tweetie is my iPhone Twitter application of choice. The interface is both slick and easy to use. Twitter has been a tremendous help in growing my Dallas area network. When I moved down here from upstate New York a year and a half ago with my girlfriend, I knew nobody. Now, I've got a great network of friends and colleagues, and I can thank Twitter for a lot of that.

Foursquare & Gowalla

Much has been written about both Foursquare and Gowalla. Both are location based apps that show you where your friends currently are, as they "check in" at different geographic locations. In Foursquare, you earn points and compete for Mayorships. In Gowalla, you earn pins and stamps, and there's less of a game aspect. Both have led to impromptu meetings at local bars and restaurants with friends.

Bump

Bump makes it super simple to share and store contact information. With a simple bump of your iPhone, you can send someone your phone number, photo, e-mail address, physical address, and other files. The person you're bumping with has to have both an iPhone, and the app installed, but it's a lot more fun (and memorable) then exchanging business cards.

LinkedIn

LinkedIn is another given. LinkedIn helps me keep up to date with changes within my business network. And since they released updates to the iPhone app, including having access to your LinkedIn inbox, the app has become much more useful.

Aardvark

Aardvark is fairly new to the list. With Aardvark, I can easily ask a question, and the application will match me with an expert in that category. By the same token, my expertise is available to anyone who wants it.

AIM

I would be remiss if I didn't include the original social media application (for me, anyway). I started my online social adventures with the AOL Instant Messenger network, and still have quite a few friends on it. While I don't use it quite as often as I use other services, it's still serves me well when I have to get in touch with an old friend.

Words With Friends

Also a new application to the list, Words With Friends is essentially Scrabble, but I can play it with my friends over my phone. And who doesn't like a game of Scrabble with friends?

What applications do you find useful for building and growing your offline relationships?