Tonight I’m speaking at Jeff Pulver’s March #140conf NYC Meetup: Real-Time Web + Location Services along with FourSquare. Here’s the marketing notes about this meetup event and then I’ll talk about what I’m going to say.
An opportunity to discuss the emerging Real-Time Internet and the effects on business. A monthly gathering for friends of #140conf to get together and discuss issues of the day.
5:00 Registration / Networking
5:45 Discussion Starts
- Jeff Pulver – State of NOW :Update. A look at the state of the Real-Time web. Talk will include reflections from SXSW 2010 and time for interactive Q+A.
- Anoop Ranganath, foursquare – foursquare @ SXSW
- Marshall Sponder, analytics and location.
7:00 Networking continues.
Excited – Jeff Pulver discussed having me speak at his meetup recently for an Analytics panel - I’m going to focus how Social Monitoring is able to deliver ROI more through real time platforms such as FourSquare and what that portends for the future of Social Media ROI and Social Monitoring.
Recently I did a post about SxSWi – focusing on geolocation – around the same time Jeff Pulver mentioned location based services superseded Twitter at South by South West this year in his post (and I heard that Evan Williams presentation at SxSW was awful too … but hey, I wasn’t there so it’s all rumor to me)
I used an example that took place a few weeks ago at Havana Central – the restaurant chain Cecilia Pineda Feret, who is a Social Community Manager for (I also am doing some freelance analytics enablement work for Havana Central) .
The alert took place in real time – the customer and her friend were given free drinks and discounts – we used Social Media and Social Media Monitoring (via Radian6) to reward a customer who was having a great time – and we made that time better.
TWEET FROM: KIMBERLY819
Source: twitter.com, Posted on: Mar 01, 2010 9:36 PM by KIMBERLY819
Chillin with my girl Yesenia in the city!! Great restaurant Havana Central!! Great Live salsa band!! Oooooooowwwww!!!!
Following: 86 | Followers: 65 | Updates: 270 | Sentiment: Positive
TWEET FROM: KIMBERLY819 Name: KIMBERLY819 Posted on: Mar 1, 2010 1:07 AM Followers: 66 Following: 87
What a GREAT night at Havana Central!!!! My new favorite spot!!
We gave Kimberly and her friend a free drink immediately – thanks to Radian6 -that sends us alerts frequently (with a picture of the tweeter when it’s available from a profile) we had no trouble finding her – she was right around the corner from the receptionists table as you enter the 46th Street Havana Central entrance.
THAT gesture was worth it in my opinion … look what the customer tweeted after the evening was over …..
You want Social Media ROI – you got ROI – a new loyal customer – perhaps a loyal customer for life – and you know what that is worth – a lot of money.
That might end up meaning that reward customers with a drink or something could yield close to 30K a month in additional revenue – and over a year that could mean as much as 360K – just by making someone’s visit a little bit friendlier and better for them.
AJ Bombers, a burger bar in Milwaukee, tested the new statistics tool and plans to use it to choose specials and promote new menu items, said Joe Sorge, co-owner of the restaurant.
“If I’m in another location, I can actually sit and look at that screen and see who checked in last, and I can reach out via Twitter and say ‘Welcome. Have you been here before? What kind of food do you like?’” said Mr. Sorge. “It makes the experience more enjoyable for the customer.”
Shelley Bernstein, chief of technology at the Brooklyn Museum, sees promise in the Staff pages. “Basically, the new statistics tools give us the ability to promote a personal face for our staff so we’re not just seen as an institution,” she said. “We’re wrapping all of this into our Web site through Foursquare’s A.P.I.’s, and we allow people to interact with staff and have the opportunity to engage with them in new ways.”
Another test customer, P.C.C. Natural Markets, a Seattle-based organic foods company, saw a large number of new Foursquare users coming to its stores over the weekend and used the analytics tool to figure out where they were coming from.
“By using the Foursquare dashboard, we figured out that they were coming for a new organic doughnut that had been advertised on TV,” said Ricardo Rabago, social media specialist for the company.
Mr. Rabago hopes to use the new tool to figure out when people are coming for lunch and offer coupons and specials to entice them to return
You know what – by year’s end there will be millions of new people using FourSquare and Twitter – they want the discounts and real time coupons and they’ll need location based platforms to deliver it.
FourSquare, in particular, will alert business owners in real time when people check in at their establishment. By years end, we won’t be talking about accuracy of measurement as much as how much ad dollars are moving to location based platforms.
I hope you join me in what will certainly prove to be a very entertaining evening at Jeff Pulver’s March #140conf NYC Meetup: Real-Time Web + Location Services