In this monthly series, EM brings you tips and tricks from pros and experts who’ve been eating social media marketing for breakfast. So eat up, and check us out on Twitter @eventmarketer and Facebook.com/eventmarketer for more.
This month, we bring you the benefits of geolocation technology. If you’re not sure what that is, we’re talking about platforms like Foursquare, Gowalla (not anymore) and Facebook Places where millions of consumers have already gotten on the bandwagon and are “checking in” at restaurants, friend’s homes and everywhere else they go. Some compete for bragging rights in the form of “badges” and others do it for coupons and incentives at their favorite spots.
For brand marketers, it’s all about driving attendance and behavior, and getting consumers to use social media to “check in” at your events, trade show booths and retail locations. Brands have also recently begun leveraging the technology as a loyalty program and even as a competitive sport that pits consumers against each other in a race to be the first to check in.
For those looking to dip a toe into geolocation, EM is here to give you the intel you need, thanks to Matt Rednor, vp-strategy at Mr Youth, a social media agency specializing in creating brand advocacy. Rednor says the key to effective geolocation is helping consumers connect with each other quickly and easily. It also has to deliver value beyond the entertainment, or it will fall flat. Click here to download the PDF for more of Rednor’s top geolocation commandments.