Transcript Agenda - Conferenz Ltd

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
Facebook Places and
Foursquare:
How have NZ businesses
successfully applied them?
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)
Platform
40.00%
35.00%
30.00%
25.00%
Platform
20.00%
15.00%
10.00%
5.00%
0.00%
Android
Apple
Blackberry
Microsoft
Retired
Full time Student
Not Employed
Part time
Full time
65+
55-64
45-54
35-44
25-34
18-24
13-17
Female
Male
USA Check In Stats Continued
60.00%
50.00%
40.00%
30.00%
20.00%
Gender
10.00%
Age Group
0.00%
Employment
Smartphone use in shopping
Foursquare
Campaigns For FREE!
Foursquare Around New Zealand
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.
Giapo
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
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
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/
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
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
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
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
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
QR Code Examples
Hyperfactory UN Tagging
The Hyperfactory, United Nations and Saatchi
& Saatchi
Billboard Tags
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.
How to Boost Adoption Rates and ROI
• 7 Types of
Special
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.
Use Analytics
• Try things
• Monitor the results
• Set goals and work towards them
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.
Mobile Location Based Examples
– Café or Restaurant
– Fast Food
– Attraction
– Loyalty Card
– Travel
– Accommodation
– Entertainment
Location Is Everywhere
Thank you
Luigi Cappel
GeoSmart
[email protected]
http://twitter.com/BluesBro
http://luigicappel.wordpress.com
www.geosmart.co.nz
www.aamaps.co.nz
www.aatraffic.co.nz
www.aaroadwatch.co.nz