Tracking trends and reacting in real-time to consumer behaviour is one of the aspects to social media campaigns that can make them so effective. The growth in use of smart-phones and ‘check-in’ apps offers potential to extend this strategy offline by tracking how consumers are interacting with a real-world location.
But the level of insight that can be gleaned from Foursquare and Facebook Places has, until now, been fairly limited. With check-in deals also a relatively new concept, launching and managing promotions is still quite a disjointed process, especially if it involves more than one platform. Multiple locations mean multiple deals and venue pages, so a national campaign can become quite resource intensive and complex to manage.
This month Hootsuite may have provided an answer with the addition of Geotoko to its ever-expanding suite of social media campaign tools.
Geotoko offers brands and agencies a platform to manage campaigns across key location-based social networks including Facebook Places, Foursquare, Twitter and Gowalla.
Geotoko also addresses the need for insight and offers a more joined-up approach to campaign management with the following tools:
A promotions builder
that allows check-in deals and offers to be launched simultaneously across multiple networks & multiple locations. QR codes can also be automatically generated, opening up the promotion to an even wider audience.
An analytics dashboard
that presents check-in data in a variety of ways, including check-in time / day trends, key influencers, sentiment, demographic trends and consumer feedback by location.
So how will these tools aid experiential marketers? Here are some examples of how we think they could be used:
1. Inform strategy
Use historical data from venue check-ins to inform sampling strategy. For example, what day of the week do people tend to be checking-in? What time of day are they more likely to leave feedback? Which locations are check-in hotspots?
2. Real-time feedback
Track the effectiveness of a campaign in real-time by monitoring check-ins and consumer feedback across the locations where field staff have been placed. Trends in sentiment and product/brand/event feedback can be monitored and acted upon as the experience or sampling happens.
3. Tailor content & promotions
Location-specific online content and promotions can be created (or revised) and posted on the fly, based on consumer feedback during an event. With the addition of the QR code generator, this content / promotion can also be attached to real-world objects and events by field staff at the location.
4. A clearer picture of success
Support results from consumer surveys and other measurement mechanics with check-in data from each location.
Until now, consideration of geo-location platforms has tended to be an ‘either/or’ choice, with Facebook understandably winning the toss in most cases due to its huge user-base.
Geotoko has just made it a lot easier for brands to launch integrated, multi-platform campaigns that can be evaluated effectively.