Social location marketing : outshining your competitors on Foursquare, Gowalla, Yelp & other location sharing sites

"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.

Author Notes

Simon Salt is a key social media influencer who works with large brands and international PR companies. After participating in three success 1tups, he now leads his own marketing communications firm, whose client list includes Fortune 500 companies. Salt is now conducting a social location sharing across the United States. He has spoken at major conferences including BlogWorld, Internet Summit, and will speak at SXSW 2011.

Introduction	p. 1
What's in This Book	p. 4
1 Why Should I Bother?	p. 7
Who Cares Where I Am?	p. 12
What's in It for the Individual?	p. 12
What's in It for the Small Business?	p. 15
What's in It for Larger Businesses?	p. 19
2 Square Pegs and Round Holes: Where Does This All Fit?	p. 25
What is Social Media?	p. 26
Who Is in Charge?	p. 27
Where Is Everyone?	p. 30
Keeping Your Ear to the Ground	p. 31
They Said What?	p. 32
The Perfect Face for Social Media	p. 34
Measure Twice, Execute Once	p. 36
Future Proofing	p. 37
The Plan	p. 39
Location, Location, Location	p. 40
3 Games People Play	p. 43
Anatomy of a Game Player	p. 46
Overachievers and the Easily Bored	p. 47
Serious Gamer	p. 47
Casual Gamer	p. 47
Masters of the Universe	p. 48
Young Guns and Old Codgers	p. 48
Are We Having Fun Yet?	p. 49
The Ingredients	p. 54
The Execution	p. 56
4 Introduction to Location Sharing Tools	p. 59
What Is and Isn't Social Location Sharing?	p. 60
Geo-Location Services	p. 60
Location-Based Services	p. 60
Social Location Sharing	p. 61
Where Did All This Social Location Sharing Start?	p. 63
Loopt	p. 64
BrightKite	p. 65
Yelp	p. 66
Foursquare	p. 67
Gowalla	p. 68
MyTown	p. 70
Other Social Location Sharing Tools	p. 71
Real World Uses for Social Location Marketing	p. 71
Case Study	p. 72
The Move to Foursquare	p. 73
5 Industries Making It Work	p. 75
Fashion	p. 77
Retail	p. 80
Food and Beverages	p. 84
Hotels and Travel	p. 89
Summary	p. 94
Case Study; Integration and the Seamless Check In	p. 97
6 Know Your Apps	p. 99
Foursquare	p. 100
The Foursquare Fine Print	p. 103
Privacy on Foursquare	p. 104
Foursquare's Blog	p. 106
The Foursquare Profile Page	p. 107
The Foursquare Mobile Application	p. 108
Gowalla	p. 112
Spots	p. 113
Trips	p. 114
Search	p. 114
Setting Up Your Gowalla Account	p. 116
Digital Objects	p. 116
Passport	p. 118
Gowalla Mobile Application	p. 119
SCVNGR	p. 121
Social Check In	p. 124
The SCVNGR Mobile App	p. 125
Facebook Places	p. 128
Google Hotpot	p. 130
Yelp	p. 132
The Others	p. 136
MyTown	p. 136
Whrrl	p. 137
Brightkite	p. 137
Loopt	p. 138
Summary	p. 138
Case Study: How Listening and Teaching Improved the Café Business	p. 139
7 Marketing to Social Location Sharers	p. 141
Meeting the Needs	p. 142
Physiological Needs	p. 142
Safety	p. 143
Belonging	p. 144
Esteem	p. 144
Self-Actualization	p. 146
The Needs of the Social Consumer	p. 147
Social Customer Relationship Management or Customer Information Management	p. 148
Elements of a Social Location Marketing Campaign	p. 154
Single Location Businesses	p. 155
Multiple-Venue Businesses	p. 159
Marketing Without a Location	p. 161
Getting to the ROI	p. 162
CaseStudy	p. 163
8 We're Here All Week-Event Marketing with Social Location Sharing Apps	p. 165
Arming Employees with the Right Message	p. 166
Create a Gowalla Trip	p. 169
Chevrolet at the State Fair of Texas	p. 172
VisitBritain: Social Media Tourism Leader	p. 174
State of Arkansas Gets Location Aware	p. 176
Intel Inside	p. 179
Lotus Gets Social on a Boat	p. 180
Gowalla Calendar	p. 181
Facebook Deals	p. 183
Summary	p. 184
9 Socially Speaking: The Social Business	p. 185
More Than a Twitter or Facebook Page	p. 189
Social Customer Relationship Management Database (sCRM)	p. 191
Is Change Inevitable?	p. 192
Choosing the Right Social Media App	p. 193
Who Owns Social?	p. 196
10 Plan, Plan, and Plan	p. 207
Identify Your Social Business	p. 208
Where Should You Be?	p. 208
What You Should Say	p. 210
We the People	p. 213
They Said What?	p. 215
It's Not All Doom and Gloom	p. 217
Look Small, Think Big	p. 218
Local Wins the Day	p. 220
Micropayment Systems	p. 221
Check Out	p. 221
Index	p. 223

Available:*

On Order

Summary

Summary

Author Notes

Table of Contents