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Other titles in the Que Biz-Tech series:

Social Location Marketing: Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites (Que Biz-Tech)

by

Social Location Marketing: Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites (Que Biz-Tech) Cover

 

Synopses & Reviews

Publisher Comments:

Front cover

“Too many people are running around nowadays calling themselves ‘social media experts.’ Simon doesn't call himself that. His clients do. And they're right. I'll read anything this man writes.”

–Peter Shankman

 

Back cover

Social Location Marketing

Breakthrough social location marketing techniques for promoting

your service, product, or venue!

Social Location Marketing offers powerful new ways to promote practically any product, service, or venue. Now, pioneering expert Simon Salt shows exactly how to make the most of it! Salt introduces Foursquare, Gowalla, Yelp, and other apps, helping you choose your best options, and build cost-effective marketing programs that work. Through real examples, you’ll learn how to reach your key audiences and segments…craft and execute winning strategies on realistic budgets…measure activity and calculate ROI…avoid costly mistakes…and much more! Whatever your goal, role, or industry, this book will help you find new customers where they are, strengthen loyalty and retention, and supercharge profits!

 

You’ll Learn How To:

•           Understand how social location marketing works and what it can (and can’t) do for your business

•           Learn the surprising realities about who uses social location software

•           Know your customers and their motivations–and build marketing plans around them

•           Develop communities of customer advocates who’ll work on your behalf

•           Use games, competitions, time-limited offers, and other innovative approaches

•           Successfully reach teens, tweens, women, or men

•           Discover proven approaches for fashion, retail, hospitality, and restaurants

•           Effectively handle criticism, and transform negatives into positives

•           Preview brand-new social location tools, including Google Hotpot

•           Understand the privacy issues associated with social location marketing

 

SIMON SALT is a key social media influencer who works with large brands and international PR companies. After participating in three succes1tups, he now leads his own marketing communications firm, whose client list includes Fortune® 500 companies. Salt is now conducting a Social Media roadshow, speaking on social location sharing across the United States. He has spoken at major conferences including BlogWorld, Internet Summit, and will speak at SXSW 2011.

 

 

 

Book News Annotation:

Salt, a social media consultant, explains how social location marketing works and who uses it, outlining the benefits for small and larger businesses and exploring some of the privacy issues. He introduces social location sharing platforms such as Foursquare, Gowalla, Yelp, and other apps, detailing the features and advantages of each. He gives advice for developing communities of customer advocates and using games, competitions, time-limited offers, and other approaches to reach different audience segments. Real-world examples detail specific approaches used by fashion, retail, hospitality, travel, and restaurants. B&w screenshots are included. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

The first book on social location marketing: how to build communities of customer advocates to promote any service, product, or venue
  • Focused coverage of social location marketing that can't be found anywhere else
  • Compares leading platforms, and helps marketers choose the right ones
  • Helps marketers get started quickly and successfully
  • Includes case studies of organizations who've achieved outstanding results
  • By web marketing luminary Simon Salt, one of the field's leading experts
  • This is the first book to focus entirely on the most important new opportunity in social media marketing: the use of social location sharing tools such as Yelp, Foursquare, Gowalla, and Loopt. Written by noted expert Simon Salt, this timely, marketable guide introduces the topic simply and clearly, with a focus on actionable advice and real case studies. Writing for marketers, entrepreneurs, and customer service leaders in businesses of all kinds, Salt shows exactly how to use these tools to build communities of customer advocates, strengthen loyalty, and enhance retention. Salt thoroughly explains each leading platform: what it offers marketers; how to get involved, both as an individual and a business; and how to use its tools to reach other users. He offers insights on reaching teens, tweens, women, and men; and on applications for fashion, retail, hospitality, and restaurants. This book offers strategies for organizations with large budgets, small budgets, and even no budget. It also offers specific guidance on measuring social location activity and calculating ROI. Salt answers crucial questions like: What does my business have to give users in order to earn their loyalty? Can these tools really affect my bottom line? How do I handle complaints? Drawing on his extensive experience at the center of the social media revolution, he concludes with case studies of organizations who are achieving superior results right now.

    About the Author

    Simon Salt–With a M.S. in Information Systems and a B.S. in Behavioral Science, Simon has been at the intersection of technology and human interaction for more than a decade. He has been a part of three successful startups and currently leads his own marketing communications company IncSlingers.As a social media influencer, Simon has been sought out by both large brands and international PR companies as an advisor and social media advocate. He also served as technical editor for Peter’s Shankman’s book, Customer Service: New Rules for a Social-Enabled World, published by Que. He describes himself as less of a writer and more of a talker who types fast. He can be found on most social media sites as “Incslinger.”

    Table of Contents

    Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

        What’s in This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

    1 Why Should I Bother? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

        Who Cares Where I Am? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

        What’s in It for the Individual? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

        What’s in It for the Small Business? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

        What’s in It for Larger Businesses? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

    2 Square Pegs and Round Holes:

    Where Does This All Fit? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

        What is Social Media? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

        Who Is in Charge? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

        Where Is Everyone? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

        Keeping Your Ear to the Ground . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

        They Said What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

        The Perfect Face for Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

        Measure Twice, Execute Once . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

        Future Proofing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

        The Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

        Location, Location, Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40

    3 Games People Play . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

        Anatomy of a Game Player . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

        Overachievers and the Easily Bored . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

            Serious Gamer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

            Casual Gamer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

            Masters of the Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

            Young Guns and Old Codgers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

        Are We Having Fun Yet? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

        The Ingredients . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

        The Execution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

    4 Introduction to Location Sharing Tools. . . . . . . . . . . . . . . . . . . . . . . . . 59

        What Is and Isn’t Social Location Sharing? . . . . . . . . . . . . . . . . . . . . 60

            Geo-Location Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

            Location-Based Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

            Social Location Sharing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

        Where Did All This Social Location Sharing Start? . . . . . . . . . . 63

            Loopt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

            BrightKite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65

            Yelp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66

            Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67

            Gowalla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

            MyTown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 70

            Other Social Location Sharing Tools . . . . . . . . . . . . . . . . . . . . . . . 71

        Real World Uses for Social Location Marketing . . . . . . . . . . . . . . 71

        Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72

            The Move to Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

    5 Industries Making It Work. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75

        Fashion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77

        Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

        Food and Beverages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84

        Hotels and Travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89

        Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94

        Case Study: Integration and the Seamless Check In . . . . . . . . . . 97

    6 Know Your Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99

        Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100

        The Foursquare Fine Print . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103

            Privacy on Foursquare . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104

            Foursquare’s Blog . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106

        The Foursquare Profile Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107

        The Foursquare Mobile Application . . . . . . . . . . . . . . . . . . . . . . . . . . 108

        Gowalla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112

            Spots . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113

            Trips . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114

            Search . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114

        Setting Up Your Gowalla Account . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116

            Digital Objects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116

            Passport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118

        Gowalla Mobile Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119

        SCVNGR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121

            Social Check In . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124

            The SCVNGR Mobile App . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125

        Facebook Places . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128

        Google Hotpot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130

        Yelp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132

        The Others . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136

            MyTown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136

            Whrrl . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

            Brightkite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137

            Loopt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

        Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138

        Case Study: How Listening and Teaching Improved the Café Business . . . . .. . 139

    7 Marketing to Social Location Sharers . . . . . . . . . . . . . . . . . . . . . . . . 141

        Meeting the Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142

            Physiological Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142

            Safety . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143

            Belonging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144

            Esteem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144

            Self-Actualization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146

        The Needs of the Social Consumer . . . . . . . . . . . . . . . . . . . . . . . . . . . 147

        Social Customer Relationship Management or Customer Information Management . . .. 148

        Elements of a Social Location Marketing Campaign . . . . . . . . 154

        Single Location Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155

        Multiple-Venue Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159

        Marketing Without a Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

        Getting to the ROI . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162

        Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163

    8 We’re Here All Week–Event Marketing with Social Location Sharing Apps . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165

        Arming Employees with the Right Message . . . . . . . . . . . . . . . . . 166

        Create a Gowalla Trip . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169

            Chevrolet at the State Fair of Texas . . . . . . . . . . . . . . . . . . . . . . . 172

            VisitBritain: Social Media Tourism Leader . . . . . . . . . . . . . . . 174

            State of Arkansas Gets Location Aware . . . . . . . . . . . . . . . . . . . 176

            Intel Inside . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179

            Lotus Gets Social on a Boat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180

        Gowalla Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 181

        Facebook Deals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183

        Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 184

    9 Socially Speaking: The Social Business . . . . . . . . . . . . . . . . . . . . . 185

        More Than a Twitter or Facebook Page . . . . . . . . . . . . . . . . . . . . . . 189

        Social Customer Relationship Management Database (sCRM) . . .. . . . 191

        Is Change Inevitable? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192

        Choosing the Right Social Media App . . . . . . . . . . . . . . . . . . . . . . . 193

        Who Owns Social? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196

    10 Plan, Plan, and Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207

        Identify Your Social Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208

        Where Should You Be? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208

        What You Should Say . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210

        We the People . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213

        They Said What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 215

            It’s Not All Doom and Gloom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217

        Look Small, Think Big . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 218

        Local Wins the Day . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220

        Micropayment Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221

        Check Out . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221

    TOC, 9780789747211, 1/10/11

     

    Product Details

    ISBN:
    9780789747211
    Author:
    Salt, Simon.
    Publisher:
    Que
    Author:
    Salt, Simon
    Subject:
    Marketing - General
    Subject:
    Internet - World Wide Web
    Subject:
    Business - General
    Copyright:
    Edition Description:
    Trade paper
    Series:
    Que Biz-Tech
    Publication Date:
    20110131
    Binding:
    TRADE PAPER
    Language:
    English
    Pages:
    240
    Dimensions:
    9 x 6 x 0.545 in 322 gr

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    Computers and Internet » Internet » Web » Social Networking
    History and Social Science » US History » Social and Economic History

    Social Location Marketing: Outshining Your Competitors on Foursquare, Gowalla, Yelp & Other Location Sharing Sites (Que Biz-Tech) New Trade Paper
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    $16.74 In Stock
    Product details 240 pages Que - English 9780789747211 Reviews:
    "Synopsis" by , The first book on social location marketing: how to build communities of customer advocates to promote any service, product, or venue
  • Focused coverage of social location marketing that can't be found anywhere else
  • Compares leading platforms, and helps marketers choose the right ones
  • Helps marketers get started quickly and successfully
  • Includes case studies of organizations who've achieved outstanding results
  • By web marketing luminary Simon Salt, one of the field's leading experts
  • This is the first book to focus entirely on the most important new opportunity in social media marketing: the use of social location sharing tools such as Yelp, Foursquare, Gowalla, and Loopt. Written by noted expert Simon Salt, this timely, marketable guide introduces the topic simply and clearly, with a focus on actionable advice and real case studies. Writing for marketers, entrepreneurs, and customer service leaders in businesses of all kinds, Salt shows exactly how to use these tools to build communities of customer advocates, strengthen loyalty, and enhance retention. Salt thoroughly explains each leading platform: what it offers marketers; how to get involved, both as an individual and a business; and how to use its tools to reach other users. He offers insights on reaching teens, tweens, women, and men; and on applications for fashion, retail, hospitality, and restaurants. This book offers strategies for organizations with large budgets, small budgets, and even no budget. It also offers specific guidance on measuring social location activity and calculating ROI. Salt answers crucial questions like: What does my business have to give users in order to earn their loyalty? Can these tools really affect my bottom line? How do I handle complaints? Drawing on his extensive experience at the center of the social media revolution, he concludes with case studies of organizations who are achieving superior results right now.
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