Get on the map! Is The Road To Success Paved With Location Based Services?
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Estrella RosenbergJoe WatersJohn HaydonDan Michel
Estrella RosenbergFounder, Big Love Little Hearts Host, 501 Mission Place
AdventuresInPhilanthropy.comBig-Love.org501MissionPlace.com
@charityestrella@BigLoveLtlHrts
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Joe WatersDirector of Cause Marketing,Boston Medical Center
Author, Cause Marketing For Dummies
SelfishGiving.com
@joewaters
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John HaydonFounder, Inbound ZombieCo-Host, 501 Mission Place
InboundZombie.com
JohnHaydon.com
501MissionPlace.com
@johnhaydon
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Dan MichelDigital Marketing ManagerFeeding America
FeedingAmerica.org
@dpmichel
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What are Location-Based Sevices?
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Is The Road to Success Really Paved With Location-Based Services?
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Case Study: #100X100a foursquare success story
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1 in 100 children are born with a heart defect.
April 10th is the one hundredth day of the year.
#100X100 – 1in100 on the 100th day of the year.
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Late April 9th we had an army of volunteers leave a tip at 600 locations on Foursquare in major cities across the country.
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ThreeSeparateAudiences
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We tied statistics with the hashtag
We tied statistics with the hashtag
a donor matched
$1 per use of
the hashtag
a donor matched
$1 per use of
the hashtag
picturepicture
We raised $25,000 in 24 hours Funding lifesaving heart surgery for 12 children!
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Almost 1,000 people contacted their Senator or Congressman/womanand told us about it!
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What worked?Collaborating with other groups in our cause space and asking for help
Using pictures in tweets and on facebook throughout the day to let people know what using the hashtag was translating to: a life saved!
Creating a microsite rich with information we wanted them to know about this campaign
Being clear in what we wanted people to do
Allowing people to use the hashtag wherethey were (foursquare, twitter or facebook)
Involving people at #10NTC
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What didn’t work?
We didn’t create a way to capture all our new support.
By not having a newsletter sign-up on the microsite, we put toomany hurdles in place for all but the most committed of our new supporters and friends.
We didn’t use a dashboard like Radian6 to get a true look at whereall this activity was leading. We could have applied for a grant with them and gotten it at no charge!
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Is The Road To Success in Boston?Joe Waters, Cause Marketing for Dummies
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Leaderboard – 12/09
Check-in Donations – 3/10
Check-in Donations – 1/11
Complete Challenge =$5 for $5 Match
Badges
Loyalty Programs
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Mobile Payments
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4 Practical Tips:
Use LBS as an enhancer.
Use LBS as is.
Use LBS with the right demographic.
Use LBS to build credibility.
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Is The Road To Success on Facebook Places?John Haydon, Inbound Zombie
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What Is Facebook Places?
A location-based mobile application that…Allows users to check-in to places they hang out…And share that info with their facebook friends.
What Is Facebook Places?
Following is a fictionalized example to demonstratehow Facebook Places allows friends to connect inthe real world.
Kurt and I attend a huge bake sale event sponsored by “Muffin Mania” to raise money for a local nonprofit.
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That’s us right there!That’s us right there!
We want to find our good friend Jane but the crowd is huge and we’re not sure if she has arrived yet or not.
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There’s Jane!There’s Jane!
We use my iPhone to log into the Facebook Application and find “Muffin Mania” listed nearby.
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There’s Muffin Mania!
There’s Muffin Mania!
I see that Jane has already checked-in to theMuffin Mania venue on Facebook Places.
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There’s Jane!There’s Jane!
There’s us!There’s us!
Kurt and I also check into “Muffin Mania” and tag Jane who gets a message on her phone. We meet up and have a great time at the event!
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There’s Jane!There’s Jane!
There’s us!There’s us!
Meanwhile, all of our collective Facebook friends are exposed to an amazingly cool event that they weren’t aware of before!
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How does Facebook Places work on an iphone?
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How does Facebook Places work on an iphone?
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Log in to theFacebookapplication
How does Facebook Places work on an iphone?
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Click on the
“Places”icon
How does Facebook Places work on an iphone?
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You’ll seethe latest
activity fromyour friends.
How does Facebook Places work on an iphone?
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Click on“Check In”
tocheck-in.
How does Facebook Places work on an iphone?
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You cancheck-into a venuethat’s beenadded byanotheruser…
How does Facebook Places work on an iphone?
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Or you canadd a newvenue.
How does Facebook Places work on an iphone?
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Enter the Name andDescription.
How does Facebook Places work on an iphone?
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Thenclick
“Add”.
How does Facebook Places work on an iphone?
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When youclick “Add”
you automatically
check-in
How does Facebook Places work on an iphone?
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Youractivity
shows upin the
main feed.
How is Facebook Places different fromfoursquare or Gowalla?
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Facebook Places arrives in a market that’s already educated.
Facebook Places’ network dwarfs foursquare and Gowalla
in both quality and size.
Why Should I Care?
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50% of active Facebook users log in daily.
Facebook Places is a way to spread awareness about your
organization during an event as it’s happening.
How can I use Facebook Places to promote my NonProfit?
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Don’t let shiny replace strategy.
How can I use Facebook Places to promote my NonProfit?
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Work with local businesses.
How can I use Facebook Places to promote my NonProfit?
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Leverage events you’re already having (pledged donations per check-in: Pepsi/SXSW).
How can I use Facebook Places to promote my NonProfit?
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Give your event participants a stage (read Dan Zarrella).
How can I use Facebook Places to promote my NonProfit?
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Make it real like the University of Kentucky did.
How can I use Facebook Places to promote my NonProfit?
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Look into QR Codes.
How can I use Facebook Places to promote my NonProfit?
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Start using Facebook Places!
Is The Road To Success on Waze?Dan Michel, Feeding America
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Feeding America Food Drop Location
Icon
Feeding America Food Drop Location
Icon
What else can you do to Get On The Map?
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Brand Pages
Brand Pages
Badge Promotions
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Badge Promotions
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Badge Promotions
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Badge Promotions
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Event Promotions
Event Promotions
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Raise Awareness
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So…Is The Road to Success Really Paved With Location-Based Services?
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BUT….
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Remember that Location-Based Services are just one tool in the Social Media toolbox.
Social Media is just one tool in the larger Development or Marketing toolbox.
Basics must be in place first!
More Questions?
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On Twitter:
@charityestrella@joewaters@johnhaydon@dpmichel
More Questions?
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www.501MissionPlace.com
www.SelfishGiving.com
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