Visit www.dummies.com/cheatsheet/locationbasedmarketing to view this book's cheat sheet.
Table of Contents
Foreword
Introduction
About This Book
Foolish Assumptions
How This Book Is Organized
Part I: Putting a Little “Location” in Your Marketing Campaign
Part II: Location-Based Marketing in Action
Part III: Integrating Location into Other Channels
Part IV: Measuring Your Return on Investment
Part V: The Part of Tens
Appendixes
Icons Used in This Book
Where to Go from Here
Contact Us!
Part I: Putting a Little “Location” in Your Marketing Campaign
Chapter 1: Understanding Location-Based Services
Defining a Check-in: The Ultimate Goal
Understanding check-in behavior
The anatomy of a check-in
Understanding the Key Factors of LBS
Mobile technology
Digital platforms and media
Social networking
Physical locations
Digging into the Differences between Place and Location
Dealing with Privacy Concerns
Chapter 2: Surveying the Location-Based Services Landscape
Categorizing Services
Choosing Services
The main players
Photo-centric
Discovery-oriented
Utilitarian
Food and beverage
Deals
Planning
Distribution services
Chapter 3: Choosing Platforms for Your Campaigns
Defining Your Location-Based Marketing Goals
Engaging your customer
Building loyalty
Conducting customer research
Aligning Your Goals to a Platform
Creating Programs Built for Minimum Interaction
Choosing a Platform for the Short or Long Term
Presenting Timely Deals, Offers, and Content
Chapter 4: Checking In and Playing the Game
Searching for Your Business
Finding and Claiming Your Place
Yelp
foursquare
Gowalla
Facebook Places
Google Places
Checking Out Appealing Offers
Part II: Location-Based Marketing in Action
Chapter 5: Building a Location-Based Marketing Campaign
Creating Your Venue
foursquare
Gowalla
Yelp
Facebook Places
SCVNGR
Editing Your Pages
Integrating multiple social media
Integrating into Your CRM System
Measuring Your Campaign
Optimizing Your Campaign
Looking at the Budget
Defining Where the Responsibilities Lie within the Team
Getting the word out to your organization
Making sure your employees are prepared and aware of the rules
Aligning your technology and internal systems to facilitate an LBS program
Encouraging employee participation
Chapter 6: Creating a Relevant Offer
Determining Your Target Market and Rewarding the Right Customers
Understanding what motivates your customers
Discovering your loyal customers
Determining your customers' value
Rewarding the people who check in
Deciding on Offer Types: Paid versus Nonpaid Offers
Paid offers
Nonpaid offers
Understanding the Components of Offers
Rewarding the influencer
Creating a check-in special for everyone
Building a tiered rewards system
Unlocking better offers
Surprising people with badges and games
Answering “How Big Do I Need to Go?” with a Test-and-Learn Strategy
Placing multiple offers into the marketplace
Evaluating the ROI of an offer
Chapter 7: Using Location-Based Marketing to Enhance a Loyalty Program
Transforming Loyalty into Social Loyalty
Searching social data
Making check-ins passive
Collecting Customer Information for Your Loyalty Program
Aligning location with stream of consciousness and purchase behavior
Looking at Loyalty Program and Structured Data
Streams of consciousness data
Finding frequency, brand, and place loyalty
Purchase data
Implementing a Loyalty Program
Creating online punch cards
Creating applications
Part III: Integrating Location into Other Channels
Chapter 8: Integrating Location-Based Marketing with Other Marketing Campaigns
Understanding the Differences between Different Media
Paid Media
Earned Media
Owned Media
Integrating Facebook and Twitter
Integrating Your Website and Blog
Chapter 9: Using Location in Marketing Beyond the Check-in
Using Place to Your Advantage
Using Google
Google Places
Google Boost
Targeting with Twitter Places
Yelp
Bing Local
GPS-Driven Advertising
Part IV: Measuring Your Return on Investment
Chapter 10: Setting Up a Monitoring Strategy
Defining Your Monitoring Strategy
Deciding what to monitor
Setting your frequency
Finding insight in your searches
Choosing Monitoring Tools
Google Alerts and Google Trends
Social Mention
Twitter clients
Choosing a paid tool
Monitoring Check-ins with Twitter
Creating structured queries
Finding check-in data
Watching your competitor's traffic
Understanding When to Respond and How
Chapter 11: Setting Your Location-Based Key Performance Indicators
Determining Your Campaign Key Performance Indicators (KPIs)
Increase in monthly net sales
Customer satisfaction
Spending per customer visit
Customer loyalty
Finding the Value of a Check-in
Check-in value
Customer loyalty
Tying Check-ins to Sales
Chapter 12: Pulling Data from Your LBS Dashboards
Looking at LBS Data Categories
Visitor activity
Demographics
Offers
Sharing
Time
Activity
Check-ins over time
Your influencers
Choosing a Third-Party Dashboard
Geotoko
Valuevine
MomentFeed
GoodEatsFor.Me
Part V: The Part of Tens
Chapter 13: Almost Ten Reasons to Start with an LBS
Not Worrying about Maintenance and Scale
Leveraging Base Functionality
Integrating with Your Favorite Social Networks
Getting Extra Promotion
Alleviating the Technical Headaches
Focusing on the Data
Focusing on Your Own Business Goals
Tapping into Cross-Industry Knowledge
Chapter 14: Ten (Or More) Ways Location-Based Services Will Impact the Future of Marketing
All Loyalty Becomes Social
Knowing a Person's True Intent
Your Facebook Concierge
Coupons and Deals Feel like Recommendations and Content
The Destruction of Serendipity
Checking In Becomes Somewhat Passive
Everything Is Semantic
Tracking Is Social
Building a Game Layer
Personal Analytics Everywhere
Give to Get
Chapter 15: More Than Ten Smaller Location-Based Services
Ditto
GetGlue
Glympse
Instagram
Foodspotting
Localmind
Neer
Path
Zaarly
Geoloqi
Ten More Location-Based Services
CarZar
CrowdBeacon
Fwix
Forecast
44Doors
Groupon Now
Loqly
RunKeeper
Untappd
waze
Chapter 16: Ten Ways to Promote Your LBS Program Offline
In-Store Signage
Table Tents and Placards
Staff Training
Direct Mail
Outdoor Advertising
Yellow Pages
Flyers
In-Store Events
Print Advertising
Word of Mouth
Appendix A: Technology Overview: Phones, Operating Systems, and Geofencing
Cell-tower triangulation
GPS
Wi-Fi positioning
Audio signals
NFC
Point of purchase
iOS
BlackBerry
Android
Windows Phone 7
HTML5
Location-based ads
Location-based couponing
Appendix B: Getting Started with Location-Based Services: A Primer
Finding a venue
Leaving a tip
Adding a photo
Looking for specials
Creating a venue
Discovery
Venue details
Cheat Sheet
