Overview

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 cover Social Location Marketing Breakthrough 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® 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.      

Full Product Details

Author:   Simon Salt
Publisher:   Pearson Education (US)
Imprint:   Que Corporation,U.S.
Dimensions:   Width: 22.60cm , Height: 1.30cm , Length: 15.50cm
Weight:   0.328kg
ISBN:  

9780789747211

ISBN 10:   0789747219
Pages:   240
Publication Date:   03 March 2011
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1     What’s in This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 1 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? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 2 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 3 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 4 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 5 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 . . . . . . . . . . 97 6 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 Café Business . . . . .. . 139 7 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163 8 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184 9 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? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196 10 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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221 TOC, 9780789747211, 1/10/11  

Reviews

Author Information

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.”

Tab Content 6

Author Website:  

Countries Available

All regions