Insights from Social Media World Forum Asia 2010 #1: GEO is the keywordThis entry was posted in Brands & Marketing, Social Media, Trends. Bookmark the permalink.
For those of you who followed our Twitter account @mavtweets, you might have seen our live-tweet report from Social Media World Forum (SMWF) Asia 2010 in Singapore last week. It’s a bit overwhelming, though, to tweet while listening to lots of great speakers on stage and trying to get some wonderful insights (or challenging some of their thoughts) at the same time. But it was fun–apart from having sore thumbs in the evening (Complete list of speakers can be seen here).
Below is an example of the type of conversations going on in Twitter about the SMWF
Since the forum covers wide range of social media topics, I will share some insights with you on a certain topic, one at a time, over the next few weeks. The first one (#1), is about the “GEO” trend.
LOCATION-BASED APPS, GEO-LOCATION, GEO-TAGGING
You must have guessed how ‘promising’ location-based apps would be when Yahoo! acquired Koprol on May 2010. Then people started using Foursquare and checked-in, collecting badges, and organizing “SuperSwarm” event to get a badge that will be released when there are 249+ people checking-in at the same venue. Google also has their own Google places–that provided quick and easy ways for businesses to give away discounts/vouchers to customers who are “checking-in” into their stores.
And now, ta-da! We have Facebook Places!
So, what are the factors contributing to the trending of location-based services, especially in Indonesia?
- One of the most obvious is: mobile phones. Indonesia is world’s third fastest growing mobile consumer market. About 80% of all the handsets sold in Indonesia are web-enabled. Request for BlackBerry devices increased by 842% in the first half of 2009*.
- Social media has also changed the way people look at ‘privacy’. We’re now finding ourselves feeling ‘okay’ to share our holiday pictures with online friends we’ve never met in real lives, for instance. So the second factor is this. That with social networking sites we’ve joined, we’re becoming more and more comfortable in sharing–including sharing where we are, in which restaurants we’re eating lunch, in which cinema we’re watching Despicable Me.
- Third, most Indonesians are very social. You can see this by how Indonesian bloggers love to meet-up for a ‘kopdar’. It’s great to see an online friend you’ve never met checking-in at the exact same location with you. This can lead to a meet up (surely, when you’re feeling antisocial and don’t want to meet anyone, you won’t be publishing where you are). I remembered one time when I had my first meet-up with the members of @dandanpolfriday to watch Sex & The City 2. We were having lunch at Canteen Pacific Place and some members are checking-in on Foursquare. Then they saw on their mobile phone screen that @ifahmi and @somemandy were checking-in at Canteen as well! So we were calling their names, and found out that they were the ones sitting at the far corner, waving at us
—– *source: InMobi research, published in readwriteweb.com, 2009
How do businesses utilize location-based services?
From a very simple Foursquare badge like this (below) when you’re having big events/exhibitions, for instance. You can trigger visitors to hop from one sponsor’s stand to another to collect special badge and win a special prize:
To a specific location-based apps designed for your special target-audience. Grindr for iPhones and Blackberries was said to be: “… the go-to place for gay, bi, and curious guys to meet.”
What about launching a special apps for culinary lovers so they can detect food-lovers nearby? A special apps for single travelers who’d like to meet other travelers nearby? For aspiring writers and musicians?
Or this: combining Twitter, Facebook, and Foursquare for a hunt of Jimmy Choo’s shoes—where shoe-lovers need to hunt down Jimmy Choo shoes around London.
What if a shopping mall adopted geo-location ideas?
And what can your visitors tell you about your place, atmosphere and products? What are the insights you can get when someone is checking-in at your place? Do you know who they are? Are most of your visitors art-lovers? Business people? What will you do with ‘mayors’ or ‘regulars’, people who frequently checking-in at your place?
Start taking a closer look on the possibility of what location-based apps and services can do for you, and how it can help you engage with and relating to your customers.
Geo-location is a relative new innovation but the possibilities are exciting. There are no answers but if you’re serious at maintaining a leading edge over your business rivals you might want to spend some time seeing how you can combine it with your marketing strategy. Or integrate it with other social networks you’ve already participated in. With GEO, the world is literally under your feet.