Index
A
accounts, Gowalla account setup, 116–119
activity as part of ‘Flow’ state in games, 51
Activity tab (Gowalla), 120
add-ons to Twitter, 13
AJ Bombers case study, 139–140
altered states games, 49
American Apparel, 76
Angry Birds, 48
Arkansas example (Gowalla trips), 176–179
audience, knowing, 208–210
Austin Dirty Dog case study (social location –marketing campaigns), 163–164
author contact information, 222
B
B2B, customer interaction in, 214
B2C, customer interaction in, 214
Barger, Chris, 35
belonging needs (Maslow’s Hierarchy of Needs), 144
BlockChalk, 71
blogs, Foursquare, 106–107
boat example (Foursquare), 180–181
brand awareness stage (purchase decision cycle), 10
brand elevation stage (purchase decision cycle), 10
Bryan’s List, 220
Bump, 71
business-to-business –marketing
Intel example, 179–180
social location sharing in, 19
buying content, 188
C
Caillois, Roger, 49
calendars (Gowalla) as event marketing, 181–183
campaigns. See marketing campaigns
Capital Hotel case study, 72–74
Card, Wesley R., 77
case studies
AJ Bombers, 139–140
Austin Dirty Dog, 163–164
Capital Hotel, 72–74
Tasti D-Lite, 97–98
casual gamers, 47–48
challenges (SCVNGR), 122–128
chance games, 50
ChatRoulette, 212
check-in fatigue, 85
check-in screen (Foursquare), 110
check-ins
revenue generation, 176
with SCVNGR, 124–125
sharing on Foursquare, 111
Chevrolet at State Fair of Texas example (Gowalla trips), 172–174
CIM (customer information management), 148–154
Classic game players, 46
Coach, 78
Coca-Cola
Foursquare campaign, 87–88
locations for marketing campaigns, 161
communications
customer interaction, 213–215
editorial calendars, 210–213
comparison shopping, 8
competition
differentiation from, 142
Maslow’s Hierarchy of Needs, 142–146
in game play, 55
competitors, recommending, 209–210
concentration
in game play, 55
as part of ‘Flow’ state in games, 52
conference booths, disadvantages of, 166–167
connecting with friends
Foursquare, 100–102
Gowalla, 118
consideration stage (purchase decision cycle), 11
contact information for author, 222
content control, 187–188
control, as part of ‘Flow’ state in games, 53
creative (marketing campaign element), 154
CRM (customer relationship management), 148–154
Csíkszentmihály, Mihály, 51
customer information –management (CIM), 148–154
customer loyalty programs. See reward programs, 13
customer relationship –management (CRM), 148–154
customer service in hotel and travel industry, 89–94
customer-centric businesses, 189–191
customers
complaints, responding to, 32–34, 215–216
identifying, 193
interaction with marketing, 213–215
knowing, 141–142
needs of
Maslow’s Hierarchy of Needs, 142–146
social consumer needs, 147
positive feedback, –responding to, 217–218
D
Deals (Facebook), 183–184
differentiation from –competition, 142
Maslow’s Hierarchy of Needs, 142–146
digital objects in Gowalla, 116–118
Dinsey, Poppy, 203–204
direct sales via social media, 37–39
Dodgeball, 67
Domino’s Pizza, 86–87
dynamic progression, 123
E
E911 (Enhanced 911) system, 64
easy fun games, 49
editorial calendars, 210–213
education requirements for social media positions, 201
Elite Yelpers, 132
Enhanced 911 (E911) system, 64
enjoyable (marketing –campaign element), 154
escapism of games, 53
esteem needs (Maslow’s Hierarchy of Needs), 144–146
event marketing, 165–166
conference booths, –disadvantages of, 166–167
Facebook Deals, 183–184
Facebook Places, VisitBritain example, 174–176
Foursquare
Intel example, 179–180
Lotus example, 180–181
Mayor feature, 168
Gowalla calendar, 181–183
Gowalla trips, 168–169
Arkansas example, 176–179
Chevrolet at State Fair of Texas example, 172–174
creating, 169–172
executing social business plans, 218–220
experience requirements for social media positions, 202
F
face of social media, 205
face of the company in social media, 34–35
face-to-face meetings, –importance of, 166
linking with Foursquare, 102–103
in social location sharing, 61–63
usage statistics, 45
Facebook Deals, 183–184
Facebook Groups, 212–213
as event marketing, VisitBritain example, 174–176
fake content, 188
Farmville, 53
fashion industry, social –location marketing in, 77–80
feedback, as part of ‘Flow’ state in games, 52
‘Flow’ state, 51–54
focused (marketing campaign element), 155
food and beverage industry, social location marketing in, 84–89
FoodSpotting, 71
Foursquare, 67–68
blog, 106–107
Capital Hotel case study, 72–74
Coca-Cola campaign, 87–88
connecting with friends, 100, 102
Domino’s Pizza campaign, 87
as event marketing, 168
Intel example, 179–180
Lotus example, 180–181
heat map production, 17–18
linking with Facebook/Twitter, 102–103
McDonald’s campaign, 86–87, 93
mobile application, 108–111
privacy on, 104–105
profile page, 107–108
removing Mayors from, 48
searching, 109
Starbucks marketing –campaign, 158
target audience, 76
via text messaging, 103
Wynn Hotel campaign, 89–90
friends, connecting with
Foursquare, 100–102
Gowalla, 118
fun in game play, 55
future usage of social media, 37–39
G
game playing statistics, 44–45
game theory, 43
applying to social location marketing, 54–55
elements of game play, 49–55
plastic cups example, 56–57
reasons for playing games, 47–49
in SCVNGR, 123
types of game players, 46–47
geo-caching, 63
geo-location services, 60
geotags, 191
GetGlue, 129
Global Position System. See GPS devices
goal-oriented gamers, journey-oriented gamers –versus, 48–49
goals
in game play, 55
as part of ‘Flow’ state in games, 52
of social media, 35–37
Google maps, heat map –production, 17–18
Gowalla, 68–70
account setup, 116–119
connecting with friends, 118
digital objects in, 116–118
home page, 112
industry focus, 95
Intercontinental Hotels campaign, 89
landmark locations –marketing campaign, 161
mobile application, 119–121
Passport tab, 118–119
privacy, 116
retail industry usage, 82
searching, 114–116
Spots tab, 113
trips, as event marketing, 168–169
Arkansas example, 176–179
Chevrolet at State Fair of Texas example, 172–174
creating, 169–172
Trips tab, 114
Gowalla calendar, as event marketing, 181–183
GPS (Global Position System) devices, 60
geo-caching, 63
SA (Selective Availability), 63
Graffiti, 71
Groups (Facebook), 212–213
H
H&M, MyTown deal with, 70
hard fun games, 49
Hayzlett, Jeffrey, 35
heat maps, 17–18
history of social location –sharing, 63
BrightKite, 65–66
Foursquare, 67–68
Gowalla, 68–70
Loopt, 64–65
MyTown, 70
Yelp, 66–67
home pages
Foursquare, 100
Gowalla, 112
Hot Potato, 129
hotel industry, social location marketing in, 89–94
I
immediacy of social media, 186
inevitability of social business, 192
influencers, 145–146
integration
in social location –marketing, 93
Tasti D-Lite case study, 97–98
Intel example (Foursquare), 179–180
Intercontinental Hotels, Gowalla campaign, 89
internal organizational –structures for social media responses, 189
involvement, as part of ‘Flow’ state in games, 53
J
Jimmy Choo, 78–79
job descriptions for social media positions, 196–206
Jones Soda Company, 86
journey-oriented gamers, goal-oriented gamers versus, 48–49
K
knowing your customers, 141–142
Koven, Andrew, 96
L
landmark locations, in –marketing campaigns, 161
large businesses
benefits of social location sharing, 19–22
social media within –organizational structure, 27–29
Lazzaro, Nicole, 49
Levi’s, 78
linking Foursquare with Facebook/Twitter, 102–103
listening to social media, 31–32
Lo-Jac, 60
localizing social business plans, 220–221
location sharing. See social location sharing
location-based services, 60–61
Lotus example (Foursquare), 180–181
loyalty systems. See reward programs
M
make-believe games, 50
maps, heat maps, 17–18
Marc Jacobs, 79
marketers, reasons for –personally using social –location sharing apps, 100
marketing campaigns
Austin Dirty Dog case study, 163–164
customer interaction, 213–215
elements of, 154–155
for multiple-venue –businesses, 159–161
for non-location –businesses, 161–162
ROI (return on investment), measuring, 162–163
for single location –businesses, 155–159
marketing structure, social media within, 27–29
Maslow’s Hierarchy of Needs
belonging, 144
comparison with social consumer needs, 147
esteem, 144–146
physiological needs, 142
safety, 143–144
self-actualization, 146
‘masters of the universe’ gamers, 48
Mayor feature (Foursquare)
for event marketing, 168
removing Mayors, 48
McDonald’s
Facebook location deal with, 62
Foursquare campaign, 86–87, 93
measurable (marketing campaign element), 154
metrics, 96
SCVNGR, 124–125
for social media, 35–37
micropayment systems, 221
mobile applications
Foursquare, 108–111
Gowalla, 119–121
SCVNGR, 125–128
Monocle feature (Yelp), 133
multiple-venue businesses, social location marketing campaigns for, 159–161
N
National Geographic, Gowalla deal with, 69
Nearby section (Foursquare), 108
needs of customers
Maslow’s Hierarchy of Needs, 142–146
social consumer needs, 147
negative comments, –responding to, 32–34, 215–216
non-location businesses, social location marketing campaigns for, 161–162
O
Off the Grid option (Foursquare), 111
OnStar, 60–61
opportunity cost of resisting social business, 192
organizational structure
in social business plan, 208
for social media responses, 189
social media within, 27–29
P-Q
passive location sharing, 60–61
Passport tab (Gowalla), 118–119
payment, micropayment –systems, 221
people factor games, 50
Personal Locator Beacons (PLBs), 60
personalized communication in retail industry, 81
phones, social location marketing tool support, 41–42
physiological needs (Maslow’s Hierarchy of Needs), 142
PlacePop, 71
Places screen (Foursquare), 108
Places. See Facebook Places
plans
for customer interaction, 213–215
editorial calendars, 210–213
executing, 218–220
knowing your audience, 208–210
localizing, 220–221
micropayment systems, 221
responding to customer complaints, 215–216
responding to positive feedback, 217–218
social business, identifying, 208
for social media strategy, 39–40
plastic cups game example, 56–57
platform selection. See tool selection
players
reasons for playing games, 47–49
types of, 46–47
PLBs (Personal Locator Beacons), 60
positive comments, responding to, 32–34, 217–218
press releases, 210
privacy
Facebook Places, 130
Foursquare, 104–105
Gowalla, 116
SCVNGR, 122
profile pages
Foursquare, 107–108
SCVNGR, 122
progress in game play, 55
purchase decision cycle
brand awareness stage, 10
brand elevation stage, 10
comparison shopping, 8
consideration stage, 11
defined, 8
purchase stage, 11
social network advice stage, 11
purchase stage (purchase –decision cycle), 11
R
real world usage for social location marketing, 71–72
recommendations
of competitors, 209–210
in social location sharing, 15
referral business, 92
relevance in social location marketing for retail industry, 80–84
removing Mayors (Foursquare), 48
repeatable (marketing –campaign element), 154
repurposed marketing –messages, 194
responding
to customer complaints, 215–216
to positive feedback, 217–218
to social media, 185–189
to social media comments, 32–34
restaurant industry, social location marketing in, 84–89
retail industry, social location marketing in, 80–84
return on investment (ROI) for social location marketing campaigns, measuring, 162–163
revenue generation from check ins, 176
reward programs, 13–14
combining with social location sharing, 21
in retail industry, 80–81
rewarding (marketing –campaign element), 155
rich content in social location sharing, 15
ROI (return on investment) for social location marketing campaigns, measuring, 162–163
Romantic game players, 47
S
SA (Selective Availability), 63
safety needs (Maslow’s Hierarchy of Needs), 143–144
sales data, combining with social location sharing data, 20
sales via social media, 37–39
scaling social location –marketing, 19–22
sCRM (social customer –relationship management), 148–154, 191–192
SCVNGR
mobile application, 125–128
retail industry usage, 83
signing up, 121–124
social check in, 124–125
target audience, 76
searching
in Foursquare, 109
security of customer –information, 150
selecting
social media applications, 193–195
tools for social location marketing, 40–42
Selective Availability (SA), 63
self-absorption, as part of ‘Flow’ state in games, 53
self-actualization needs (Maslow’s Hierarchy of Needs), 146–147
self-promoters, 145
serious gamers, 47
7-Eleven, partnership with Zynga, 192
Shankman, Peter, 201
shareable (marketing –campaign element), 154
sharing check-ins on Foursquare, 111
sharing locations. See social location sharing
Shopkick, 83–84
signing up
for Foursquare, 100–103
for SCVNGR, 121–124
single location businesses, social location marketing campaigns for, 155–159
skill in game play, 55
SLM. See social location –marketing
SLS. See social location sharing
small businesses, benefits of social location sharing, 15–19
Smith, Blair, 164
social business
considerations for, 189–191
drawbacks to, 205
face of social media, 205
identifying, 208
inevitability of, 192
sCRM (Social Customer Relationship Management), 148–154, 191–192
selecting social media applications for, 193–195
social media job –descriptions, 196–206
social capital, 26
social check-in feature (SCVNGR), 124–125
social consumer needs, 147
social currency, 93
social customer relationship management (sCRM), 148–154, 191–192
social location marketing (SLM)
in brand awareness stage (purchase decision cycle), 10
in brand elevation stage (purchase decision cycle), 10
case studies
AJ Bombers, 139–140
Austin Dirty Dog, 163–164
Capital Hotel, 72–74
Tasti D-Lite, 97–98
in consideration stage (purchase decision cycle), 11
defined, 7
elements of, 154–155
in fashion industry, 77–80
in food and beverage industry, 84–89
game theory applied to, 54–55
in hotel and travel industry, 89–94
impact of, 9
for multiple-venue –businesses, 159–161
for non-location –businesses, 161–162
planning. See plans
plastic cups game example, 56–57
in purchase stage (purchase decision cycle), 11
real world usage, 71–72
in retail industry, 80–84
ROI (return on investment), measuring, 162–163
scaling, 19–22
selecting applications for, 193–195
for single location businesses, 155–159
in social media strategy, 39–40
in social network advice stage (purchase decision cycle), 11
tool selection, 40–42
social location sharing (SLS)
benefits
for individuals, 12–15
for large businesses, 19–22
for small businesses, 15–19
defined, 7
event marketing, 165
conference booths, disadvantages of, 166–167
Facebook Deals, 183–184
Facebook Places, 174–176
Foursquare, 179–181
Gowalla calendar, 181–183
Gowalla trips, 168–179
Mayor feature (Foursquare), 168
Facebook in, 61–63
history of, 63
BrightKite, 65–66
Foursquare, 67–68
Gowalla, 68–70
Loopt, 64–65
MyTown, 70
Yelp, 66–67
immediacy of, 8
motivations for, 9–12
in purchase decision cycle, 8
reasons for marketers to personally use, 100
statistics, 44–45
tangible benefits of, 79–80
social media
applications, selecting, 193–195
defined, 26–27
effect on companies, 25
face of the company, 34–35
future usage of, 37–39
goals of, 35–37
listening to, 31–32
purpose of, 76
timely responses, 29
user-generated content in, 30
where to start, 30–31
within organizational structure, 27–29
social media echo chamber effect, 145
social media job descriptions, 196–206
social media marketing, defined, 26
social media strategy, plan for, 39–40
social network advice stage (purchase decision cycle), 11
social networking, defined, 26
Sony example (plastic cups game), 56–57
Sorge, Joe, 139
Starbucks, Foursquare marketing campaign, 158
State Fair of Texas example (Gowalla trips), 172–174
statistics
Facebook usage, 45
on social location sharing, 44–45
Steve Madden, 96
‘stickiness’ of games, 51
Stum, Matt, 63
support for social location marketing tools, 41–42
T
TabbedOut, 221
tangible benefits of social –location sharing, 79–80
target audience
Foursquare, 76
SCVNGR, 76
Tasti D-Lite case study, 97–98
Texas State Fair example (Gowalla trips), 172–174
text messaging, Foursquare via, 103
time perception, as part of ‘Flow’ state in games, 54
timely responses to social media, 29
tool selection in social location marketing, 40–42
Top Guest, 92
Travel Channel, Gowalla deal with, 69
travel industry, social location marketing in, 89–94
TriOutNC, 220
trips, as locations in marketing campaigns, 161
trips (Gowalla), 69
as event marketing, 168–169
Arkansas example, 176–179
Chevrolet at State Fair of Texas example, 172–174
creating, 169–172
add-ons, 13
linking with Foursquare, 102–103
U
Ulmer, Dave, 63
user-generated content in social media, 30
users, benefits of social –location sharing, 12–15
V
vehicle tracking, 61
Venmo, 221
vertigo games, 50
Victoria’s Secret, 76
VisitBritain example (Facebook Places), 174–176
Von Furstenburg, Diane, 78
W–Z
Washington Post, Gowalla deal with, 69
WeReward, 85–86
Whrrl, 137
Wynn Hotel, Foursquare –campaign, 89–90
Zappos, 189
Zynga, partnership with 7-Eleven, 192