How geography integrates into social media marketing

Location value

For marketers, the value of location is obvious, and marketers can analyze targeted users based on specific locations. Digital marketing has always played an important role in brand recognition and shaping, which drives customers into commercial channels. But social media has broken the barriers between branding and buying decisions, and marketers can leverage social media interactions to effectively boost sales. Starbucks is doing very well in this area.

But for customers, the value of location does not seem obvious. Surveys show that users with smartphones are concerned about privacy when sharing their geographic location. So how can marketers effectively use geographical location to achieve marketing goals?

A collection of geographical and social strategies

Geographical sharing is a highly trusted behavior. To help customers overcome their privacy concerns, marketers need to take full advantage of brand authority. In fact, the only way to mainstream geographical location technology is brand trust.

Nike's running community, Nike, is a good example. Use geographic information to share information about successful running tasks on Facebook and Twitter. Contestants can share their achievements with their friends and build new relationships in the Nike community. showing athletic ability and demonstrating your accomplishments is enough to motivate users to share personal information with Nike.

Yelp has also succeeded in talking about geographic integration into social media strategies. Comments to the restaurant check-in and comments, and then the system automatically to later users recommend the restaurant comments information, so that users can be molded into a authoritative food experts. Such titles also encourage users to provide their privacy.

Don't focus on the occasional customer. Instead, motivate those loyal customers to sign in, so you can see how much they trust your brand and use the rewards to solidify the check-in behavior.

How do you integrate geography into your social strategy?

Tell your social network users that signing in is important to you. Remind your fans to sign in, especially in some big events.

Cross-promotion in location-based services and social networks. Reward Foursquare users, but only if he is a Facebook fan.

Leverage user geographic information on social networks to drive user participation. Users on social networks such as Facebook have geographical data such as cities that can make the most of the same city experience.

Not just coupons!

The good news is that there are many incentives for users to use location-based services, and the bad news is that bargains are now less exciting for users.

Why do users use lbs?

Voucher: Last year McDonald's first tried to do lbs marketing through coupons, and within a day, the check-in number grew by 33%, but it was a lousy strategy. Because for loyal users, you don't need to discount. On the other hand, the White House survey showed that only 7% of users would use location-based services because of discounts.

Badges and Passports: neither of these can be a motivating factor. Especially when the game mechanism is poorly designed, users can easily get bored. The badge achievement System in location-based Services is no longer so interesting and valuable.

Social interaction: So far, the most important motivating factor in lbs for users is the social component. 41% of the users indicated that they had signed in to contact the person they knew or who they wanted to meet, and the other 21%d said they were looking for a place to recommend to a trusted friend.

So marketers need to be rewarded and maintained to achieve richer social connections between users. By allowing users to interact with each other, businesses can build a meaningful and interactive community around a common idea. This achieves the result of the mutual win.

Taplister has done a very good case, one for beer enthusiasts of lbs marketing. First, the beer lovers share their favorite beer or hotel and other geographical information, so that users build some weak links, and then taplister with the help of beer enthusiasts are eager to taste, so that the user of beer for some comparison and discussion. For thousands of years, alcohol has been a good means of finding friends, and this has become an important factor in this activity.

Try your favorite beer or look at our database!

Coke Zero launched the Tron livecycle application on the use of LBS technology to build new social relationships. This real-world game allows users to hold a contest in reality, gameplay elements to create a good experience, users can challenge already have friends, but also can see new friends.

How to further motivate attendance, not just coupons:

Flexible application of mobile applications. Fans have one of the most important things in common: you (refer to the Enterprise). By sharing their geographic experience with them, let users get together and meet each other online.

Use badges to inspire new user behavior. Giving a free cup of coffee to customers who have bought 9 of coffee is a way to motivate new behavior. Similarly, the achievement badge can also be used to promote the user to explore or new behavior.

At least 4 million users have already used lbs to sign in, and it is clear that geographical location will become an important component of the marketing strategy. At present, however, it is best for marketers to do some experimenting, accumulate knowledge, and wait for the arrival of an era that is easily accepted by users when they share a picture and share a photo.