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Sports & Location-Based Services (LBS)

SPORTS Tocation-based services (LBS) MOST CHECKED-IN PLACES Dennis Crowiey foursquare interview Sources: LBS panel at 2011 MIT Sloan Conference, foursquare #1 AIRPORTS #2 SPORTS STADIUMS On both foursquare and Facebook Places, #1 and #2 most checked-in places are the same: 1111111N WHY? + SOLUTION Provide benefits redeemable on-site PASSING TIME CONFINED TO A SPACE WINNING Team merchandise Concessions "30% off all jerseys for the rest of the game. "Soft drink / hot dog combo 50% off in 2nd Show your check-in at half. Show your check- in at checkout." checkout." REWARD FANS CLOSE AND FAR AWAY SOLUTION Proximity to favorite team OUTSIDE STATE Physical and virtual benefits 38% Physical - Physical Check-in at stadium, get benefit at stadium 43% INSIDE METRO Physical - Virtual Check-in at stadium, get benefit online Virtual - Virtual Check-in at home, get benefit online USE TWITTER TO ENGAGE LBS USERS LONGER SOLUTION Twitter benefits and cross-promote LBS users are on Twitter ~4x longer than on Facebook twitter facebook t 7% - 21+MIN/USE Fans tweet custom hashtag to get on big screen at game Use team Facebook 49ERS VISITOR page to promote 27 Places game check-in 26% - 21+MIN/USE Q4 7:49 @niner49ers: i luv this team! #49ers4sq FANS RARELY RECEIVE BENEFITS AT VENUE RECEIVED VIRTUAL BENEFIT SOLUTION Partner with teams Team badge: check-in to the game and get badge Team achievement: Yankees 7% score 10 runs by 7th inning, 30% off all store merchandise BEARS NYY VISITOR RECEIVED PHYSICAL BENEFIT INNING 5% 1111111N Player achievement: A-Rod homers, 50% off his jersey for entire game ш REWARDS INFLUENCE CHECK-INS Fans more likely to check-in if receive: SOLUTION Loyalty programs More check-ins = better rewards TANGIBLE REWARD 50% off e.g. discounted merchandise 74% 25% off 10% off INTANGIBLE REWARD e.g. meeting athletes Tipping point 225 TOTAL CHECK-INS 71% Group gets reward once threshold is reached E MORE To UNLOCK VIDEO STUDY DETAILS MOBILE DEVICE GENDER AGE 74% 50% 47% 24% || 22% 30% 26% 20% BlackBerry Full whitepaper with details available at CONTACT Tariq Ahmad @tariq_ahmad

Sports & Location-Based Services (LBS)

shared by tariq on Jun 20
Infographic based on research conducted on sports and location-based services (LBS).


Tariq Ahmad


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