Nov 10
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Geolocation applications are a growing trend and have become very attractive to advertisers and business owners as a tool to draw new customers. How important and useful for your business is it to check in using geolocation applications? Let’s see.
Geolocation applications, such as Foursquare, Facebook Places and Gowalla, can run on smartphones that know where you are at any given moment. If you happen to own a smartphone, you can use one of the geolocation applications to “check in” to places, tell your friends where you are and find out where your friends are and what they are up to. From a business perspective, the apps can be very useful if you are going to attend an event and you want to interact with some of your business associates. Geolocation apps have a much greater use than simply knowing where to find your friends and family at any given moment.
How can you leverage the growing popularity of the geolocation apps to increase your business? There are several useful ways to do that. You should find the following tips useful:
- Ensure that your location is listed on the apps: If your business is listed, when people get close to your building while they are using one of the geolocation apps, your business will come up as a nearby business. At this point, you can offer incentives in the form of promotions and coupons to those people in order to entice them to come into your business.
- Thank your customers by giving them prizes and discounts: Once they check in, you can offer your customers additional promotions. By checking in, they are helping you to bring about more awareness of your business and you are helping them by offering something that is valuable and that they will enjoy. A potential added benefit is that you stand to acquire new customers. The success for your business will come from word-of-mouth communication. Also, your existing customers will become more and more loyal to you and your business.
- Capture real-time location analytics: If you pay attention to the real-time analytics, you will get a much more precise idea of whom your customers are, when they check in to your business and what they are doing. The analytics will really help you to focus your marketing efforts more precisely.
There are many good reasons to check in using geolocation apps and many good reasons not to:
The advantages of checking in:
- Checking in allows you to express how accomplished you are to everyone with whom you are connected.
- Checking in gives you the opportunity to receive discount coupons from many of your favorite stores.
- Checking in provides you with a map if you are in an unfamiliar city. It lets you know where the deals are in that city and where to go.
- You can block anyone you want from knowing where you are.
- You can share information instantly.
- You can keep track of your travels for work with geolocation apps such as Foursquare. Cataloging that type of information helps you to have a clear idea of how much time and money you are actually spending.
The disadvantages of checking in:
- As impressed as you would like people to be after you have gone through your list of accomplishments, as it is with anything in life, it is all relative. You may have many accomplishments but they may be less impressive to other people than they are to you.
- Sometimes, receiving discount coupons for items that you don’t need and at a time when you really shouldn’t be spending any money is dangerous. It puts temptation right in your face and it becomes extremely difficult to resist.
- Giving other people specific information where you are at all times can potentially cause problems for you, especially if someone with bad intentions learns about your whereabouts. For example, if you go on vacation and check in about where you are and where you are going, you may leave your home vulnerable to being robbed.
- With Facebook Places, people can check you in without your permission. That can really put you in a bad situation and potentially get you into trouble.
- If you aren’t given any incentive to check in, you will be less inclined to do so.
Geolocation apps have many wonderful benefits beyond only creating direct business. Additionally, you can acquaint your new customers with your brand as well as increasing the brand loyalty of your existing customers. Your customers are used to using these apps and there is no cost involved. Make sure that you get involved as quickly as possible.
Conclusion
The concept of a geolocation app is an extremely interesting one and it brings technology and communication within the social media arena to the next level. There are advantages and disadvantages to checking in with geolocation apps and only you can decide if it is worth it for your business. Besides the geolocation apps that have already been mentioned, there are several others that you may want to check out: Loopt, Whrrl, Brightkite, Booyah, Where, and Scvngr. Have fun and start checking in!
We are pleased to provide you with the insightful comments contained herein. Please contact us at CompuKol Communications for further discussion on how we might be able to assist you and your team and don’t forget to “like” our Facebook page.
About the Author. Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications LLC. He has over 25 years of experience in IT and web technologies.
Mr. Cohn founded CompuKol Communications to help small businesses and entrepreneurs increase their exposure and reputation on the Internet. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility.
Prior to that, Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. His expertise includes social media marketing strategies; internet marketing; web presence design; business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.
Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.
Mr. Cohn is a member of the Institute of Electrical and Electronics Engineers (IEEE).
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Via LinkedIn Groups
Group: AssociationofWriters.com
Discussion: Should You Check in Using Geolocation Applications?
I think that, all in all, I'll stay "invisible" to my friends. I love using social media, but I do think we take ourselves way too seriously sometimes!
Excellent article, and thanks.
Posted by Susan Rooks
Via LinkedIn Groups
Group: Social Media For The Clueless
Discussion: Should You Check in Using Geolocation Applications?
Carolyn, in my industries (copywriting/social media marketing) I would say it is unimportant. I worked alone from a home for several years before moving to a 'real' office setting…and it makes no difference to my clients. If I worked from Starbucks, Panera, Borders or other WiFi locations, or the local bus station no one would care, and I would rarely have good reason to broadcast my location. Of course, "geolocation" can include sites like Yelp, relevant local search results ("where can I get Italian food?"), Twitter tags, and letting friends know where you've landed, so the tool offers lots of different options, depending on lifestyle/needs.
Location will be important for the future. I'm just not sure people are quite ready for it. Perhaps, like mobile marketing, these technologies will become more popular in the next few years, as we are all forced to come to grips with them, as we were with social media.
Posted by Victoria Ipri
Yes, there are certain benefits by using geolocation services to develop awareness and loyalty for real and potential customers. But part of the problem is that those same services are made for the mobile phone user and not the businesses. It does seem as if people are using them, but it's not quite yet caught on that it can be an opportunity to receive info on deals, discounts, specials and sales.
The bigger problem is that that local business is extremely unlikely to have claimed their place, space, or whatever it will be called. They more than likely don't know that FourSquare etc. exists or tha they can now display Deals on Facebook. Heck, many local businesses (i.e. restaurants) don' tknow the difference between a Facebook Profile, a Facebook Page, and a Facebook Place.
No one is teaching them the difference either. Facebook, Gowall, FourSquare don't have sales reps telling that business down the street that they should "claim" their place.
So, yeah, it's a good idea for many. But it won't be adopted at the rate many are predicting.
Via LinkedIn Groups
Group: B2B Social Media
Discussion: Should You Check in Using Geolocation Applications?
Yes definitely, especially in the field of B2B Social Media where it is so sparsely used. Why not use Foursquare or Gowalla to show off your client base – check-in at client meetings and leave tips for them. Create exciting events with the ‘Special Offer’ facility on foursquare (i.e. offer discounts for the mayor/or check-ins) and take photos at the venue with Gowalla. Share your journey and show off your skillset with Facebook and Twitter – i.e. check-in and shout about industry relevant events, client drinks, courses or talks you’re attending etc. The opportunities are endless yet under utilised which is a shame. What are your thoughts?
Posted by Rebecca Williams
Via LinkedIn Groups
Group: Social Media For The Clueless
Discussion: Should You Check in Using Geolocation Applications?
@Victoria, Location-based marketing is HUGE in the hospitality industry, It's all about location-based marketing and reviews when it comes to restaurants, hotels, bars, etc. Yelp. I think apps such as Foursquare, etc. are more for entertainment purposes for mobile users But geolocation serves a purpose for restaurateurs, etc. – they can really get inside the heads of their guests/customers. I see it becoming a hot trend in 2011. People are obsessed with their mobile devices and we're all on the go, I think service-based companies/businesses will be all over this in the not-too-distant future.
Posted by Therese Pope
Via LinkedIn Groups
Group: Social Media For The Clueless
Discussion: Should You Check in Using Geolocation Applications?
Geolocation check ins are not for everyone. For some it's irrelevant for others it serves a purpose. I love to check in from unusual places on Foursquare and Facebook. It sparks conversations. For me the point of social media is connecting and engaging your community. If apps like Foursquare and Facebook places helps with engagement, why not?
Posted by Jacqueline Eloise Peters
via LinkedIn Groups
Group: Social Media For The Clueless
Discussion: Should You Check in Using Geolocation Applications?
Hi Jacque, thanks for joining the fun! I really should practice what I preach though – I don't even remember my Foursquare log-in on my Blackberry ha! If anything, I get envious when I read the "check-ins" from friends and family when they dine at my fave restaurants- wahhhh! So it's more of a pouty thing!
True – geolocation check-ins aren't for everyone but it's an awesome marketing tools for hospitality-based businesses.
Posted by Therese Pope
Via LinkedIn Groups
Group: Social Media For The Clueless
Discussion: Should You Check in Using Geolocation Applications?
You are welcome. You will have to use the 'forget password" option so we can see your check ins. On a more serious note, I think Geolocation apps are great for local businesses, especially restaurants. People are always looking for great places to eat. It's an easy way for restaurants to engage with potential customers before they arrive at the establishment. I think folks like 2-1 coupons!
Posted by Jacqueline Eloise Peters
Via LinkedIn Groups
Group: B2B Social Media
Discussion: Should You Check in Using Geolocation Applications?
I have been trying to find an application for geolocation social media. Being in the waste packaging (manufacturer, not service) end, I have been looking for a valid use that we can use.
Posted by Jason Durham
Via LinkedIn Groups
Group: Social Media For The Clueless
Discussion: Should You Check in Using Geolocation Applications?
I have a great time checking in with 'square, especially when I'm meeting friends and I'm the first one there. Be cautious of these sort of check ins; when people know where you are – they also know where you are not!
Posted by Mark Mullan
The problem with all the above programs that they are about promoting spending and spending with so called "deals". Most deals are nothing but campaign to sell more. I would instead use location application that saves life and is focused on safety. No selling of junk foods.