Your Client Using Geosocial Media

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Originally posted by Diego Vasquez on Sep 12, 2011 on Medialifemagazine.com

Social media isn’t just a critical aspect of new media. It’s also an increasingly important ingredient in traditional media campaigns, including out of home, where geosocial media has become a standard addition to many campaigns over the past year.

Geosocial media sites like Foursquare allow people to “check in,” or share their location on social networking sites and tell their friends what they are doing there.

A person might, for example, check in at a food truck handing out free samples on Fifth Avenue in New York City.

The attraction for advertisers is obvious. If a friend sees that check-in, he might head over to Fifth Avenue, too, to get a free sample.

It’s really a virtual form of word-of-mouth advertising, spreading the word about the out-of-home stunt.

To find out how to get your client using geosocial media in out-of-home campaigns, read on.

This is one in a Media Life series on buying out-of-home venues. They appear weekly.

Fast Facts

What
Integrating geosocial media (Foursquare, Facebook, Twitter, etc.) into an out-of-home campaign.

Who
There are dozens of social media marketing agencies around the country that can help implement a geosocial element into an out-of-home campaign.

How it works
Though there are now dozens of geosocial media services, including hyperlocal ones, the biggest and best-known is Foursquare.

Big social networks such as Facebook and Twitter have also added geosocial capabilities that post a user’s location. For example, a person might check into a gym on Facebook or add a location to a tweet.

Advertisers don’t need to officially partner with a geosocial service to use it in a campaign, but they do have to sign up for accounts with those services in order to acquire an official “check in” point.

Like QR codes, geosocial elements can be added to just about any campaign, which broadens its reach. Hundreds of people may see the out-of-home campaign, but thousands more become aware of it through their friends’ social networking feeds.

Many OOH campaigns encourage people to check in by offering them some sort of reward. For example, an advertiser might give Foursquare users a special online badge for checking into an out-of-home stunt in Times Square.

Or an advertiser might give free T-shirts to anyone who checks in to their OOH stunt using Facebook. The advertiser can track those check-ins via its Facebook page.

Sometimes the reward is given automatically. Showtime ran a campaign earlier this year in which a machine dispensed free baseballs to those who checked into the machine’s location on Foursquare.

Markets
Geosocial marketing can be executed in any market.

Numbers
Twenty-eight percent of U.S. adults use social location-based services of some kind, according to the Pew Internet and American Life Project.

Nineteen percent of male social media users and 10 percent of females use geosocial services to automatically update their location.

As of June, Foursquare had 10 million members.

How it is measured
Since the geosocial portion of a campaign is online, advertisers can easily track how many people interact with the campaign via the geosocial networking service that’s being used.

What product categories work well
Categories that have used geosocial media in out-of-home campaigns include TV networks, newspapers, beverages, magazines, restaurants, coffee shops and retail.

Demographics
Among smartphone owners, 12 percent of men and 11 percent of women have used a geosocial service to check into a location, according to the Pew Internet and American Life Project, while 57 percent of men and 54 percent of women have used them for location-based directions or info.

Also, 63 percent of smartphone owners ages 18-29 have done at least one of these activities using geosocial services, compared to 61 percent for 30-49s and 45 percent for those 50-plus.

Seven percent of white smartphone owners have used the services to check in to a location, as have 17 percent of blacks and 25 percent of Hispanics.

Making the buy
Lead time is typically three to four weeks for most out-of-home stunts, and that doesn’t change when a geosocial element is added.

The cost of a geosocial element is typically built into the overall pricing, which can vary depending on the medium used. For example, food truck campaigns that include a wrapped truck, food, street team members and a geosocial presence start at $20,000 for one day (per-day pricing lowers significantly after that).

Who’s already used geosocial networking
Recent or current brands that have used geosocial networking in campaigns include Showtime, Bravo, The Wall Street Journal, MTV, Starbucks, Pepsi, Lucky magazine and the Financial Times.

What they’re saying
“You want more and more people to come to the location, so when a person checks in, people can see on their feeds that a friend checked into an event. So people can get directed to the event–it’s really a great way to get special media exposure through individual profiles because it will get posted on friends’ feeds.” – Sasha Engel, chief operating officer and chief financial officer at GoGorilla Media

Original article can be found here –  http://www.medialifemagazine.com/artman2/publish/Out_of_Home_19/Your-client-using-geosocial-media.asp

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