Social Location Marketing

Social Location Marketing : Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites

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Front cover"Too many people are running around nowadays calling themselves `social media experts.' Simon doesn't call himself that. His clients do. And they're right. I'll read anything this man writes."-Peter Shankman Back coverSocial Location MarketingBreakthrough social location marketing techniques for promoting your service, product, or venue!Social Location Marketing offers powerful new ways to promote practically any product, service, or venue. Now, pioneering expert Simon Salt shows exactly how to make the most of it! Salt introduces Foursquare, Gowalla, Yelp, and other apps, helping you choose your best options, and build cost-effective marketing programs that work. Through real examples, you'll learn how to reach your key audiences and segments...craft and execute winning strategies on realistic budgets...measure activity and calculate ROI...avoid costly mistakes...and much more! Whatever your goal, role, or industry, this book will help you find new customers where they are, strengthen loyalty and retention, and supercharge profits! You'll Learn How To:* Understand how social location marketing works and what it can (and can't) do for your business* Learn the surprising realities about who uses social location software* Know your customers and their motivations-and build marketing plans around them* Develop communities of customer advocates who'll work on your behalf* Use games, competitions, time-limited offers, and other innovative approaches* Successfully reach teens, tweens, women, or men* Discover proven approaches for fashion, retail, hospitality, and restaurants* Effectively handle criticism, and transform negatives into positives* Preview brand-new social location tools, including Google Hotpot* Understand the privacy issues associated with social location marketing SIMON SALT is a key social media influencer who works with large brands and international PR companies. After participating in three succes1tups, he now leads his own marketing communications firm, whose client list includes Fortune (R) 500 companies. Salt is now conducting a Social Media roadshow, speaking on social location sharing across the United States. He has spoken at major conferences including BlogWorld, Internet Summit, and will speak at SXSW 2011.
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Product details

  • Paperback | 240 pages
  • 152.4 x 226.06 x 15.24mm | 317.51g
  • Que Corporation,U.S.
  • Indianapolis, IN, United States
  • English
  • 0789747219
  • 9780789747211
  • 1,453,945

Table of contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 What's in This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41 Why Should I Bother? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Who Cares Where I Am? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 What's in It for the Individual? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 What's in It for the Small Business? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 What's in It for Larger Businesses? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192 Square Pegs and Round Holes:Where Does This All Fit? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 What is Social Media? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Who Is in Charge? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Where Is Everyone? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Keeping Your Ear to the Ground . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 They Said What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 The Perfect Face for Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Measure Twice, Execute Once . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Future Proofing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 The Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Location, Location, Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .403 Games People Play . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Anatomy of a Game Player . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Overachievers and the Easily Bored . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Serious Gamer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Casual Gamer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Masters of the Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Young Guns and Old Codgers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 Are We Having Fun Yet? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 The Ingredients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 The Execution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 564 Introduction to Location Sharing Tools. . . . . . . . . . . . . . . . . . . . . . . . . 59 What Is and Isn't Social Location Sharing? . . . . . . . . . . . . . . . . . . . . 60 Geo-Location Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Location-Based Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Social Location Sharing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Where Did All This Social Location Sharing Start? . . . . . . . . . . 63 Loopt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64 BrightKite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 Yelp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Gowalla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 MyTown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70 Other Social Location Sharing Tools . . . . . . . . . . . . . . . . . . . . . . . 71 Real World Uses for Social Location Marketing . . . . . . . . . . . . . . 71 Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72 The Move to Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 735 Industries Making It Work. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Fashion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Food and Beverages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 Hotels and Travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94 Case Study: Integration and the Seamless Check In . . . . . . . . . . 976 Know Your Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100 The Foursquare Fine Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 Privacy on Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104 Foursquare's Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106 The Foursquare Profile Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 The Foursquare Mobile Application . . . . . . . . . . . . . . . . . . . . . . . . . . 108 Gowalla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Spots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 Trips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 Setting Up Your Gowalla Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 Digital Objects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 Passport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Gowalla Mobile Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 SCVNGR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121 Social Check In . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124 The SCVNGR Mobile App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125 Facebook Places . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128 Google Hotpot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130 Yelp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132 The Others . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136 MyTown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136 Whrrl . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137 Brightkite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137 Loopt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138 Case Study: How Listening and Teaching Improved the Cafe Business . . . . .. . 1397 Marketing to Social Location Sharers . . . . . . . . . . . . . . . . . . . . . . . . 141 Meeting the Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142 Physiological Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142 Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143 Belonging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144 Esteem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144 Self-Actualization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146 The Needs of the Social Consumer . . . . . . . . . . . . . . . . . . . . . . . . . . . 147 Social Customer Relationship Management or Customer Information Management . . .. 148 Elements of a Social Location Marketing Campaign . . . . . . . . 154 Single Location Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155 Multiple-Venue Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Marketing Without a Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161 Getting to the ROI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162 Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1638 We're Here All Week-Event Marketing with Social Location Sharing Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165 Arming Employees with the Right Message . . . . . . . . . . . . . . . . . 166 Create a Gowalla Trip . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169 Chevrolet at the State Fair of Texas . . . . . . . . . . . . . . . . . . . . . . . 172 VisitBritain: Social Media Tourism Leader . . . . . . . . . . . . . . . 174 State of Arkansas Gets Location Aware . . . . . . . . . . . . . . . . . . . 176 Intel Inside . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179 Lotus Gets Social on a Boat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180 Gowalla Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181 Facebook Deals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183 Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1849 Socially Speaking: The Social Business . . . . . . . . . . . . . . . . . . . . . 185 More Than a Twitter or Facebook Page . . . . . . . . . . . . . . . . . . . . . . 189 Social Customer Relationship Management Database (sCRM) . . .. . . . 191 Is Change Inevitable? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192 Choosing the Right Social Media App . . . . . . . . . . . . . . . . . . . . . . . 193 Who Owns Social? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19610 Plan, Plan, and Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207 Identify Your Social Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208 Where Should You Be? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208 What You Should Say . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210 We the People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 They Said What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215 It's Not All Doom and Gloom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217 Look Small, Think Big . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 218 Local Wins the Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220 Micropayment Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221 Check Out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221TOC, 9780789747211, 1/10/11
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About Simon Salt

Simon Salt-With a M.S. in Information Systems and a B.S. in Behavioral Science, Simon has been at the intersection of technology and human interaction for more than a decade. He has been a part of three successful startups and currently leads his own marketing communications company IncSlingers.As a social media influencer, Simon has been sought out by both large brands and international PR companies as an advisor and social media advocate. He also served as technical editor for Peter's Shankman's book, Customer Service: New Rules for a Social-Enabled World, published by Que. He describes himself as less of a writer and more of a talker who types fast. He can be found on most social media sites as "Incslinger."
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Rating details

22 ratings
4.13 out of 5 stars
5 36% (8)
4 45% (10)
3 14% (3)
2 5% (1)
1 0% (0)
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