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How Social Location Marketing Can Benefit Your Business

April 19, 2012 | Comments: 0 | Views: 171

What is social location marketing? (Also known as LBSN-location based social network)

Simply put, social location marketing is a mobile social media tool that can convert check-ins into cash. It is a small, but powerful social media tool. Although, statistics show that only 4% of surveyed American admitted to using location based social networks, numbers are on the rise.

Social Marketing Location campaigns can include rewards and discounts to prospective and loyal customers. Marketers can target their campaigns to a specific area, age group or industry.

So what can social location marketing do for a writer or an author?

I'm glad you asked. If you're familiar with social media, then you're probably familiar with resources such as Foursquare and Facebook places, but, there are other sites out there, like SCVNGR (Scavenger), Google Hotpot (Google Places), Yelp, MyTown, Whrrl, Brightkite and Loopt.

Back in June, Foursquare announced that it had reached ten million users. The LBSN has only been around for a little over two years. That is pretty impressive when you think about how long social media sites such as Facebook and Twitter have been around.

Last year, Simon Salt spoke at SXSW (South by Southwest) an annual music, film, technology and interactive conference. Simon Salt is the author of Social Location Marketing: Outshining Your Competitors on FourSquare, Gowalla, Yelp & Other Location Sharing Sites. He explains that when people are checking in at your venue they are advertising your brand. He focused on using the right technology and the right technique. I strongly encourage any marketer to add this to their library.

Let's look at Foursquare. Foursquare is a location based mobile platform that allows users to "check-in" wherever they are from their cell or smart phones. This is where local businesses and venues come in.

See example below:

I'll use a fellow author, because I don't think she'll mind the free press. Bestselling author Victoria Christopher Murray recently released her latest novel, The Deal, The Dance and the Devil. A customer, let's call her Sarah, has decided to go to one of the author's book signings. Checking the author's website, Sarah finds that the author will be signing at The Tattered Cover Book Store in Denver, CO. This is what Sarah's LBSN trail on Foursquare or Facebook Places would look like for this trip.

1. Sarah will check in at PTI airport. She will state whether the lines are moving smoothly or if they are too long. She can also state whether flights are on time or are being cancelled. This will allow her followers on any of these Social Location platforms know that they should probably call before they come out to the airport. Sarah could also inform her followers that Cam Newton, the newest Carolina Panther is currently in the airport giving out autographs. I don't think I need to explain that one any further.

2. While boarding the plane, Sarah can let her followers whether or not her Delta flight was clean or dirty and whether or not the staff was friendly or unprofessional. This will help aide her follower's decision on whether or not to fly Delta Airlines in the future.

3. Sarah has a three-hour layover in St. Louis, Missouri and decides that since her son lives there, she will take him out to lunch. They decide on Blueberry Hill in St. Louis. Sarah can let her followers, who may have thought about visiting St. Louis, or currently live in St. Louis, know that Blueberry Hill's Toasted Ravioli is the bomb!

4. Sarah finally lands in Denver and posts on Foursquare that she is at the Rock Bottom Brewery on the 16th street mall downtown. Since she grew up here, she can reconnect with all of her old childhood friends and in the process, she finds out that the brewery is offering free chips and salsa with the purchase of a Cabo Wabo Watermelon Margarita, just for checking in. Sarah and her friends benefit because she and her friends get to catch up over free salsa and chips and Rock Bottom Brewery benefits because at the least, they've sold Sarah and her friends a specialty margarita that sells for $8.25. In addition to margarita sales, it is highly likely that Sarah and her friends will order more food because they loved to eat.

5. Sarah checks her watch and realizes that she had better mosey on over to The Tattered Cover Bookstore, because she wants to make sure she gets her autographed copy of Victoria's book. She also knows that Victoria likes to read from her books so she wants an exclusive seat up front. Once Sarah reaches the bookstore, she checks in to let all her friends know where she is and Best Selling Author Victoria Christopher Murray is there and they should get down to the bookstore as soon as possible. Let's say Sarah has fifty friends following her and they all come to the signing. Let's say all fifty of those friends have at least twenty-five friends that follow them. Suddenly Tattered Cover is bombarded with Victoria Christopher Murray enthusiasts and Tattered Cover has one of their best selling days of the year. Victoria's books cost $15. Sarah checks into one of the Social Location Marketing platforms, and was able to get 150 of her friends and their friends to the store to buy a book from the featured author. I don't know about you but you don't' have to be a math major to figure out the benefits. On top of that, there is a good chance some of these friends will purchase other books in the store, increasing Tattered Cover's sales.

I could go on and on all day, but I think you all get the picture I am trying to paint. Social Location Marketing benefits everyone involved. The effects can last long after a single check in. Social Location Marketing Campaigns benefit both consumers and businesses. Another beautiful aspect of this kind of marketing is that while Sarah is sitting down enjoying the signing or having her margarita, she can browse her phone for other specials that are near her, and depending on how good that margarita is, she just might leave a good review on the company's website, another tool for garnering more customers.

As you can see, social location marketing is another creative way to create buzz about your business. Technology has allowed millions to utilize this resource at the palm of their hands. Before, a consumer had to log onto their desktop or laptop computers, now with the increased purchasing of smart phones, social location marketing can be conducted just about anywhere.

As stated earlier, there are several resources in addition to Foursquare that consumers and businesses can utilize to save money and increase sales. To learn more about social location marketing, you can purchase Social Location Marketing by Simon Salt, at any Barnes and Noble across the country or at any online retailer.

Yolanda M. Johnson-Bryant invites you to visit her website at to get more author tips. Check out her YouTube channel for weekly literary tips and to read other articles and excerpts from her latest novel.

Source: EzineArticles
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