MOBILE MARKETING:

By Lerévérend Agnès

MBA 2A

Find 2 examples of Local+Social+Mobile - 1 from hospitality; 1 from another industry:

• What are the objectives of each campaign ?

• What social tools are used in each campaign?

• How will the results be measured?

• Which one do you think is 'smarter', please explain why?

MY TWO EXAMPLES:

A hotel & Casino in Las Vegas.

Present on several social networks (Facebook, Twitter, YouTube,…), without special offers, promotions,...

Its last Marketing campaign on Foursquare => When Foursquare users check-in to Wynn hotel & casino Las Vegas, they obtain a complementary glass of champagne at Blush Boutique, one of Wynn Las Vegas ‘s nightclubs.

A premium shopping center based in Santa Clara.

Present on Facebook and Twitter, its special offers, promotions, discounts… only on its Facebook page.

Its last Marketing campaign on Facebook Places => When Facebook Places users check-in to Westfield Valley Fair, they obtain some discounts and special offers for few of its shops.

Wynn hotel & Casino Las Vegas : Westfield Valley Fair

MY TWO EXAMPLES:

Wynn hotel & Casino Las Vegas : Westfield Valley Fair

THE OBJECTIVES OF EACH CAMPAIGN:

Offer at their Foursquare guests an even more luxurious experience.

Refine their approach to service and learn more about their guests (their wishes, needs, complaints...).

Improve the overall services provided by the hotel and the casino.

Attract more clients and develop the loyalty of customers.

Reward fans for every check-in (offer discounts for each check-in in Facebook Places).

Bring more shoppers into the shopping center.

Promote its merchants.

Attract more clients by reaching the friends of each person who clicks on check–on Facebook Places.

Wynn hotel & Casino Las Vegas : Westfield Valley Fair

SOCIAL TOOLS USED IN EACH CAMPAING:

A location based services used on web or with mobile application.

A viable and great tool for businesses, for their marketing campaigns for example.

Used by many hotels chains like Hilton Hotels; to offer tips, specials offers, complementarities...

Foursquare users can share their check-in with all their Foursquare friends, Facebook friends and Twitter Followers ; which helps to promote the business / brand across multiple social networks.

A location based services, one Facebook Application.

Has a partnership with the most important Location Based Services (Foursquare Gowalla, Yelp ...) => When a person makes a check-in on one of these LBS, his status on Facebook Places can be updated directly if he wishes .

Offers to the brands a way to share special offers, discounts, promotions…

Facebook has over 500 Million users, each of them can used Facebook Places and communicate with their communities.

Wynn hotel & Casino Las Vegas : Foursquare.com

Westfield Valley Fair : Facebook Places

SOCIAL TOOLS USED IN EACH CAMPAING: FOURSQUARE.COM

SOCIAL TOOLS USED IN EACH CAMPAING: FACEBOOK PLACES

HOW WILL THE RESULT BE MEASURED?

Foursquare has a Merchant Platform which helps businesses to develop them on Foursquare.

The signing up for this Foursquare’s Free Merchant Platform allows a brand, a merchant, a business access to their venue stats dashboard, allowing them to track their customer foot traffic over time . The elements measured are:

Total daily check-ins over time Their most recent visitors Their most frenquent visitors.

o These stats help to know the impact of the marketing campaign, in order to make adaptations if necessary.

o There are few tools to measure the results of a campaign made on Facebook in general, and on Facebook Places :

The company Webtrends has rolled out new measurement capabilities for Facebook => Measure deep metrics of all major Facebook features like Facebook Places.

Facebook Google Analytics => A tool developed by Google Analytics, measure many elements, like the results of a marketing campaign.

Klout => an influence measurement scores, that can measure the influence of a campaign made on Facebook Places.

Wynn hotel & Casino Las Vegas : Foursquare.com

Westfield Valley Fair : Facebook Places

HOW WILL THE RESULT BE MEASURED ON FOURSQUARE?

HOW WILL THE RESULT BE MEASURED ON FACEBOOK PLACES?

The analysis of Webtrends for a specific Facebook Page (all its features, like Facebook Places)

HOW WILL THE RESULT BE MEASURED ON FACEBOOK PLACES?

Facebook Google Analytics

WHICH ONE DO YOU THINK IS « SMARTER », PLEASE EXPLAIN WHY?

For me, between these two campaigns, I think the campaign of Wynn hotel & casino Las Vegas is « smarter » than the campaign of Wedfield Valley Fair.

Why I think that?

• Foursquare is a LBS more complete than Facebook Places, which is only one application of Facebook. In regard to the study made by LBMA , foursquare is the most popular LBS.

• When you talk about Location Based Services, people think, the most of time, at Foursquare, not at Facebook Places.

• The campaign of Wynn hotel & casino Las Vegas is a good idea and permits at their guests to discover one of their services. Moreover, Wynn hotel & casino Las Vegas is more active and present on Foursquare than Wedfield Valley Fair on Facebook Places.