Locate This!

Location-based marketing is fostering a lot of buzz in the B2C marketing community. Being able to reach potential customers who are in close proximity of your business in order to provide them with an incentive to visit is something that has business owners salivating.

An article written by John Arnold and published today on the Business Insider War Room provides an excellent overview of the methods currently in use to foster location-based marketing exchanges. Read the Beginner’s Guide to Location-Based Marketing by clicking on this link.

While most of the services highlighted (referred to as location-based services – LBS) in the 16 slide presentation require active participation from the customer (e.g., logging in), a couple highlight passive approaches to location-based marketing such as bluetooth connections (e.g., ProximityMedia in the USA, Bluetooth Proximity Marketing Solutions in the UK). The UK seems to be ahead of the USA in developing and implementing this technology, including the use of Blue Onboard – a transit delivery system of bluetooth marketing messages. For location-based marketing to “catch fire”, after the initial active opt-in (permanent, temporary by location, or ad hoc), the services need to provide consumers with the capability of passively receiving information from local businesses. For instance, if I check in using a location-based service once I arrive in the Faneuil Hall Marketplace in Boston, notices of offers from the Black Rose Pub or Comedy Club at Cheers should arrive on my mobile phone over the course of the evening. Even better, if I enable my bluetooth connection once I arrive in the Quincy Market Colonnade, offers should arrive automatically based on my proximity to the business who is advertising.

One can envision a time (but it’s probably already happening!) that after you walk into one restaurant, an ad from a competing restaurant is sent to your mobile phone highlighting reasons to frequent them instead and offering an incentive to do so.

Regardless of how location-based social networking and marketing evolves, it is clearly the future of B2C marketing, including via GPS systems used for driving assistance (similar to mobile phones, another potential advertising venue and ordering system – imagine entering and paying for your Dunkin Donuts order from your GPS as you pull up to the store).

Limitations today include technology and an overwhelming public concern for privacy. I, for one, am not as concerned about publicly divulging my location as I am excited about finding deals or hidden gems in the places that I frequent. And at some point, as more businesses utilize location-based marketing, it has the potential to become overwhelming – resulting in too many offers deluging an individual and thus becoming a turn-off.

For marketers, it will be exciting to see how the LBS landscape shakes out over the next three years. Although the list of location-based social networking links provided here is extensive, it doesn’t include some important ancillary contenders such as Groupon. Astute marketers will be proactive in their embrace of LBS.

Location-Based Marketing: coming soon to a location near you……


Tipping Point? More Like Ignition Point! The Rapid Ascension to the Knowledge-Based Economy and What it Means for Marketers

We’ve crossed into new territory and our ascension has been fostered by the rapid cycle of technological innovation, the proliferation of information technology infrastructure and the number of people connected to each other in real-time.

In a recent article about the Sectors of the Economy, Matt Rosenberg does a good job of defining the primary, secondary, tertiary, quaternary and quinary sectors of economic activity. As you know, most of the developed nation/states on the planet possess highly developed third-stage (tertiary stage) economies in which over 75 percent of economic activity is generated by service activities (including government). In the graphic below, this sector of economic activity is highlighted with a star to illustrate its importance to those of us living in developed countries.

Few have noticed that the countries in the developed world are shifting from a tertiary stage of economic activity to the quaternary stage of economic activity: a knowledge-based economy. Clearly the degree of connectedness has contributed to this almost imperceptible transition to the knowledge-based economy. So, although somewhat late and in the spirit of the World Cup, let’s officially declare the knowledge-based economy open for competition. As illustrated here, although service-based economic activities remain dominant, knowledge-based activities represent the growth area.

What does this have to do with marketing? Almost all of what exists in the realm of social media contributes to knowledge. New experts are emerging based on their knowledge of social media, best practices, diffusing knowledge and establishing their personal brand using content marketing.

Copyblogger provides an excellent overview of content marketing (Content Marketing 101), but the essence is that the content provider embraces, either explicitly or implicitly, the concept of open source and provides content for free. Thus, the answer to the question “What if we gave it away?” is that doing so builds networks and relationships that offer opportunities for monetization. In essence, content marketing is analogous to the primary economic sector activity of farming: you plant a seed (content), add water and fertilizer (more content) and wait for it to germinate and grow.

How is this marketing? In the knowledge-based economy, you (the knowledge provider) build your network globally through demonstrating mastery of some sought-after service (e.g., metrics and platforms ala HubSpot, knowledge and research ala Forrester, good content and innovative branding ala Chris Brogan). Marketing is the foundation of the knowledge-based economy.

For those of you already competing in the knowledge-based economy: congratulations on being innovators. For the rest of you, jump in now and become an early adopter before the landscape becomes too crowded to allow you to gain a foothold. Some knowledge required.


Zero to 150: Guidelines to Establishing Your Social Media Presence in 150 Days

Are you among the early majority who are just jumping into social media? I am. My journey into the social media foray began in mid-January. Here’s how to establish your social media presence and to develop the foundation for your personal brand in 150 days.

Guideline 1: Stake out your domain on as many social media sites as you can manage

Unless you’re famous, or have a common name (such as Steve White), it shouldn’t be too difficult for you to select and establish your name consistently across multiple social media (the key is consistency – using the same branding for the social media selected).

Without question, the big three are Facebook, Twitter and LinkedIn. MediaSauce describes the three like this: LinkedIn is business formal, Facebook is business casual and Twitter is a cocktail party.

Since Twitter is a micro-blogging platform, many famous Tweeple recommend blogging as the first step. Blogging takes time and discipline, and may not be your idea of fun, but it’s worth thinking about starting a blog if you’re willing to make the commitment.

There are many more social media options available. Part of the fun is trying to figure out which one is going to emerge as the next hot social media platform. And it gives those of us in the early majority a chance to be a part of the innovative crowd (or at least an early adopters) in an emerging social media platform.

Guideline 2: Use a flattering picture in your listing, write an interesting description and let people know (in general) where you live

There are probably a lot of interesting people worth following who will not be followed because they don’t provide us with any reason to do so. Although content is king, initial decisions (follow/not follow) are made on the basis of appearance, interests and location. My rule of thumb is that if someone isn’t into social media seriously enough to upload a picture of themselves or secure enough to let people know that they live in Massachusetts, then they aren’t worth engaging online.

Include links to your personal website or blog. Provide a way for people to connect with you on other social media sites. This is the speed-dating phase of social networking, so try to provide a compelling reason for people to network with you.

Guideline 3: Use Google Search to find and identify people to follow from your city, region, state and industry

An article from Twitter Power System changed the way that I found people to follow on Twitter. It provides instructions on how to use Google to find people on Twitter.

Start with location-based searches and expand from there. A word of caution: Google monitors the number of searches that you conduct via this method and limits your access each day if they believe that you’re a searchbot and not a human.

After establishing your Twitter account and gaining a couple of followers, use a service like Mr. Tweet to identify interesting people to follow.

Most social media sites that you sign up for provide assistance in identifying and connecting you with people who you know. Typically, this is done through access to your e-mail address book (it helps if you’re using gmail or yahoo as your email service), through other social media connections (Facebook and Twitter) or through a search function.

Using Guideline 3 and 4, plus screening your own new followers, try to add 10 or so targeted new people each day to the list of people who you follow (especially on Twitter).

Guideline 4: Your friends are my friends

LinkedIn refers to this as 2nd and 3rd level connections. After you’ve identified a friend, colleague or otherwise interesting person to follow, see who they follow or befriend. Select and connect with friends of friends to build your network. This works on Twitter, LinkedIn, Facebook and Plaxo. Likewise, click on Retweets on your Twitter home page and see who the people who you’re following are retweeting. Adding friends of friends is a fast way to build your network and you already have something in common.

Guideline 5: Not everyone that you follow will follow you back (and that’s ok)

Although the goal is to build quality, mutually beneficial relationships, on Twitter not everyone that you follow will follow you back. Likewise, not everyone that you invite to connect on Facebook, LinkedIn and Plaxo will accept your request.

Don’t read too much into either scenario. You’ve made the attempt. Just over 45 percent of the businesses, charities, causes and people who I follow on Twitter are not following me back. Yet I selected each for a reason and I have benefited from following their postings. My goal is to learn something from each person that I’m following and to date, I haven’t been disappointed.

Guideline 6: Use the power of the Internet to monitor and diffuse interesting content

I wish that I could remember who turned me on to this, but set up Google Alerts for topics that interest you. Daily, you’ll receive an e-mail digest of 20 or so links to articles, blogs, press releases, etc. that meet your search criteria. Post the links that you deem content-worthy to your social media accounts. However, before posting, check each link to make certain that the content is share-worthy.

This provides you with a way to stay current on a topic, to establish the content as a personal area of interest or expertise and to generate content to post daily.

Guideline 7: Not all items posted are worth sharing across multiple platforms

I’ve had a Facebook site for about three years. My friends and followers did not appreciate the automatic postings from Twitter (between five and ten per day) to my Facebook wall. Likewise, I unlinked Twitter from LinkedIn after someone commented that they were tired of seeing my face on their LinkedIn page 10 or so times daily.

Selectively decide what you share across your social media platforms. Be careful how you link these platforms together – you don’t want your Facebook and Twitter accounts automatically updating your Plaxo account with the same posting/same content (duplicate postings). In my opinion, you should have unique communication strategies for each of the social media options. A family branding approach works, but the content should be tailored for the audience. An additional benefit is that your provide fresh content to people who engage with you across multiple social media platforms (friend you on Facebook, follow you on Twitter and link with you on LinkedIn).

Guideline 8: Engage daily

It is, after all, called social media! And although it can seem tedious, invest at least an hour a day (or more if you can afford the time) in your social media endeavors. In a perfect world, you’ll update your blog daily and use the other social media to drive traffic to your website. It takes a focused and committed effort, but you are investing in yourself, you’ll learn more than you can imagine and you’ll connect with people globally. Thus, in the long-run the benefits far outweigh the costs.

Guideline 9: Make it Mobile

It’s no secret that I believe that mobile phones and devices, like the iPad, are destined to replace desktop computers, laptop computers and netbooks within the foreseeable future. Make certain that you have the ability to stay connected to your social media via your cell phone. Find an application or two that allow you to update your status and share pictures, videos, podcasts and music from your phone.

Location-based marketing platforms such as Foursquare and Gowalla will increasingly be competing with mobile advertising services such as AdMob and iAd for your attention soon. Mobile applications make it possible to be connected 24/7 from all four corners of the globe. Get ahead of the learning curve and stay connected.

Guideline 10: Advertise Selectively

Ok, so some of you think that this advice is heresy. But I come from an advertising background and view this type of advertising as an investment in my personal branding efforts. Be selective in how you advertise and where you advertise. I’ve used FeaturedUsers.Com with some success. Over five months, with a total outlay of less than $140, purchasing a small banner ad through FeaturedUsers has built my Twitter following immensely.

And although the quality of the social relationship established is much more important than the quantity, services like this provide you with a way of putting your name in front of a large number of people in a short amount of time. Ultimately, it’s their decision on whether or not to follow you, but at least you will have put yourself in a position to be seen.

Guideline 11: Separate the Wheat from the Chaff

Not everyone that you follow will live up to your expectations. You’ll be amazed at how many people ambush you with a direct message on Twitter offering to sell you something within hours of connecting with you. If someone consistently sends content that is too assertive for your taste, or sends links that you suspect are not reputable or secure (link hijacking attempts), it’s ok to unfollow them. Ultimately, you’re looking to build a network of people from which you can learn, share, connect and grow. You decide with whom to establish contact, from whom you feel that you can learn something useful and with whom to spend your time.

On the other social media sites, such as Facebook, LinkedIn and Plaxo, you decide whether or not to respond to a request to connect (you have a say in your followers). Thus, unfollowing or unfriending someone on these social media services sends a more severe message. Proceed with caution if you’re considering doing this on social media sites other than Twitter.

Guideline 12: Have Fun and Let Your Personality Shine Through

The final guideline is, in my opinion, the most important guideline. Social media is all about being social. Provide insight into your personality, be playful and upbeat. Use your network to share content, ideas and expertise. Remember to keep things professional and don’t say or post anything that causes damage to your personal brand or endangers your future job-seeking opportunities. A word of caution is that a large percent of interpersonal and public communication is non-verbal. Written communications can be misinterpreted and/or misunderstood. Be cognizant of this when you’re posting. But conversely, don’t be afraid of sharing your personality or sense of humor. You can’t try to be who you aren’t – be genuine, sincere and true to yourself.


There you have it, 12 guidelines for going from Zero to 150 as you build your social media networks. Invest an adequate amount of time daily, strive for consistency of effort and provide value in your postings. You’ll be surprised at how much you grow both personally and professionally!


All Things Marketing

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