Werber this time, looks to local services.
Social Media Mobile
The fusion of the technical capabilities of a smartphone (GPS also), standortbezogene Services /Location Based Services (LBS ) and Social Media, revealed an effective advertising channel. From konsumentenpsychologischer view.
Local Services. Location-based networks.
There are already services with a mixture Freundesnetzwerk, Empfehlungsportal and Geodateneingabe with real-time character.
- Users can tell their friends, where they are and leave tips on the locations or Leave feedback.
ZB. Gowalla, Ends and a German network Friendticker, reported on W&V Media in July.
- In addition, they can eg. their own Web Page Setup, to location-based information exchange, or to communicate via Twitter. (zB. Dailyplaces with iPhone app)
- Social networks are already integrated LBS. Twitter (worldwide 100 Million users) offered in June in the US a function, automatically sends the user with spatial data.
- loca.li, a service from Wiesbaden, ermöglicht zusätzlich z.B. das Hochladen von Fotos.
This gives a very high Involvement with the company / the brand / the product.
For advertisers interested. Examples: Foursquare und Places.
- In Foursquare is yet to add another interactive element.
This is, in addition to Branding, in form of Mehrwerts ( Social Media), to Customer Loyalty.
- Foursqare is the most popular network worldwide and currently has about. one million users and a daily log to new.
- Nutzer können „Abzeichen sammeln“. D.h. whenever they are in a certain place (zB. at Starbucks or McDonald's or even at your favorite italian) can "check in". The respective most common "A-Checker" in one place, may be called the mayor and may-in contrast to real life- be bribed.
In the U.S., brands are already using this social media channel, in which they are Markenbekenner corresponding Added value.
Such added value
- Starbucks is the "Mayor" of its outlets at each time check, Coffee-Vouchers.
- The History Channel provides Facts, when it is entered in a specific place, a status message.
- Places are free from Google current in the U.S. tested and will soon be offered internationally.
- For 25$ Advertisers can their location with yellow squares on the Google map mark and describe.
- Google adds the information with your own photos. The search for places will be supplemented by the search for local merchants and service providers.
- Also getting the Unternemen QR-Codes (Barcodes) business card, Flyers and window stickers, that can be read from any mobile phone camera. Thus, a user can contact by phone with an advertising about the company Warn.
Other advantages. Konsumentenpsychologisch.
Branding + Acceptance
- Also KMU can, Besides the "big" with the right added value, the Visibility its brand, enormous increase.
- In addition, the acceptance of a product is or similar. by Opinions of Caregivers increased (social norm = others would find "it" well).
Involvement & Recommendation
- An "employment" with the brand strengthens the respect of customers.
- Used a direct recommendation of opinion leaders is particularly effective.
Markenbekenner & Multipliers (meist Early Adopter) should of advertisers "In good spirits" be held.
More Others. the combination of offline and online trading, on the last part.