Mark the Spot: Location Based Marketing

The Social Web and the Destination Web
Barely getting acquainted with Web 2.0 and what it means and now there is talk of the "Social Web" - as opposed to the "Destination Web" - phrases coined to distinguish brochure-style static websites from websites with interactive "social" characteristics such as feeds, posts, comments and ratings.

Location-based Marketing
And in comes location-based marketing.... The newest in the social media family, this technology aims to get to know as much about you as it can, then get your GPS location from your mobile phone with the aim to offer you a deal that is tailored to your needs.

A block away from the nearest Starbucks, your phone sends you a message that you can have a special discount on a tall skinny cafe latte - your favourite drink.  (this is only an example). This is what location-based marketing aims to do.  Location-based services are growing - there are FourSquare (that let's you become the mayor of your favourite spot), Facebook Places and Facebook Deals (watch video), and Gowalla to keep your eye on.

Location-based Contesting to Create Brand Awareness
Check our this fascinating video of a recent Mini Campaign in Stockholm that used GPS locator technology for this contest game.  Participants aim to obtain a virtual Mini and keep it for a week to win a real Mini Countryman:



Location-based Marketing and Your Business
If you find this mind-blowing, come and join 99% of us.  However, early adopters often reaps the awards - so think about how you can apply this to your business.  Ideas are no doubt starting to flow.  Here's a suggestion (it is new to me too, so I will be trying it along with you):

1. Claim your business on the map in Facebook Places, Google Places, FourSquare and any other similar space you can find.
2. Set up accounts where you don't have them and check out what is happening.
3. Watch for examples where others are successful.
4. And who knows... perhaps at that point you're ready to become more than a spectator.

Which Location-Based marketing site do you like best?  Did you get any useful deals?  Any interesting experiences?  I know a downtown Toronto shoe store peeved my new friend Ryan - refused to give a refund that was due- he posted his dismay on FourSquare... and there it sits for the world to see.  Don't buy there!

Business and the Social Web

Social networks such as Facebook have become a way of life for millions of people on a personal social level.  It speaks to an inherent human need to be a part of something bigger, to network and to socialize.

But what if we could capitalize on this same need for our businesses?  There are many "fans" or stakeholders in each business:  clients, suppliers, staff, friends and more.  What if we could use the social network to create a community for our business and draw on the best ideas and suggestions of those people that have an interest in our business or who care about the success of our business?

This will require a change in mindset. "The Emergence of the Relationship Economy" (Allen, Deragon, Orem & Smith) discusses the social web for business and why it is an inevitable  next wave.
"The Human Network cannot be ignored.  People connecting with people has been and always will be a dynamic force that has the power to change markets,   history, world events, business, religion, politics and economics to name but a few.  The explosive growth of the Relationship Economy is due to the continuing expansion of the Human Network.  To stay abreast of the curve requires continuing exposure and experience in social networks and realization that this industry - the social media industry - is life altering and will continue to impact business, government, and organizations."

"The social Web enables businesses to access a global reach of rich ideas and resources. Networks will fuel dramatic changes in business structures and dramatic changes in the idea of collaboration and sharing with unimaginable communities as sources of ideas. Given this access, all kinds of people can get involved in business challenges and “discover gold” from unimaginable sources—via sharing a bit of information."