Location Based Marketing at Social Media Week

Social Media WeekThere were over 150 different sessions at Social Media Week in London last week.  I was lucky enough to attend a few of them and speak at one too.  The one I joined was a panel by the Location Based Marketing Association which included a live link-up with Toronto Canada.

The event was chaired by Asif Khan (@AsifRKhan), President of Location Based Marketing Association @thelbma with panelists Andreas Nicolaou (@AndreasNicolaou) Head of Client Strategy & Creative Solutions @O2 Media, and Pasa  Mustafa (@chuckypasa) founder of East London Productions.

Once it got going, the panel discussion was really interesting – throwing up topics around privacy, technological barriers and the speed of adoption.  I took several key learnings from the debate – including:

1.  It’s a collaboration – In these early days brands, telecoms organisations and retailers – all need to work together to really make Location Based Marketing hit the mainstream.  They need to get the end-user i.e. customers, to feel the process is as seemless as possible.

2.  Make sure the offers add real value – and are unique to the Location-Based activity e.g. McDonalds Facebook Places campaign for Singapore Day for example created an offer exclusive to those taking part.

3. Train your staff before launch – make sure they know what the deal is and how the technology works.  Don’t put customers off using the technology by creating awkward moments in-store with staff not knowing what’s going on.

4. Gamify – don’t just think of Location Based Marketing as just another channel for voucher delivery or campaign stunts – create rewarding fun experiences directly related to the purchasing decision.   Gamification style campaigns like the Virgin Mobile bike treasure hunt are great for awareness, but also think about how the technology can be used to encourage the passive user to come into your store versus next door every time by rewarding long term loyalty

 5. Don’t create barriers – make the process as simple as possible.  Make it one click or less, so there is no disconnect in the purchase process.  The American Express link up with Foursquare  for example, now works directly with the Credit Card – so no clicking is required at all. Remember, the goal is to create a location based event which is ‘second nature’ or ideally, invisible, for the customer wherever possible.

Following the #socialmediaweek event – a colleague of mine (twitter @dchaplin22) at LEWIS PR (@lewispr) wrote up a summary of the discussion with further insights which you can find on the www.lewispr.com 360 blog.  Below is a video from the debate where we discussed issues with privacy both now and in the future with Location Based Marketing and data collection.


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