6 Geosocial Network Tips for Non-Retail Marketers to Boost Sales and Conversions
Whether it's considered a marketing slogan or the city's unofficial motto, "Keep Austin Weird" has sold a lot of T-shirts. And, while that saying has resulted in a lot of photos and stories being submitted to KeepAustinWeird.com, the overall effect isn't quite geosocial marketing—i.e. marketing through location-based mobile social networks. But perhaps the perfect example of that marketing practice did happen from March 11-15 right in the heart of weirdness, when American Express and foursquare teamed up to offer deals from more than 50 Austin merchants during SXSW Interactive.
Debuting the technology that will be offered more widely in the months to come, the most famous geosocial network and the financial services company offered deals to attendees of SXSWi and Austin residents. After enrolling in the program—by visiting the foursquare or the AmEx site or snapping a photo of that merchant's QR Code and landing on the registration site—credit card holders could check in on foursquare and view the "Spend $5, Get $5" offer. If offer recipients liked the deal, they could click on the large green button titled "Load to Card," then pay the merchant and receive the deal.
This example matches up with much of the advice about how non-retail direct marketers are using local social for conversions. Vendors providing further geosocial marketing tips are:
- Dare Ajala, CEO of Chicago-based geosocial marketing services company MapsNshop.com;
- John Foley, Jr., CEO of Wilmington, Mass.-based social media marketing services business Grow Socially; and
- Ashley Johnston, vice president of marketing at New York-based marketing services provider Experian Marketing Services.
1. Relevance. Ajala says the Austin AmEx-foursquare pilot project is already showing AmEx's relevance even before the service area expands. Simply by moving into the geosocial space, AmEx is showing that it's staying current with technology, creating the buzz necessary to get its target market talking.