Daily Resource Feed 08/02/2013

  • Tags: smm, cases, class exercises, 2012, examples

  • “As part of its efforts to generate new sources of revenue, Foursquare is working with ad-tech company Turn to allow advertisers to use its treasure-trove of location data to retarget Foursquare users on other websites, according to executives familiar with the situation.”

    Tags: smm, foursquare, data, advertising, 2013, chp7

    • Under the partnership, advertisers use Turn to identify certain Foursquare users. After finding their desired Foursquare audience, advertisers can serve display and video ads to those Foursquare users’ desktops, smartphones and tablets via Turn’s ad exchange partners including Facebook Exchange.
    • Turn’s website says the company “leverages data about previous online behaviors, so you can retarget customers you know are already interested.” In terms of Foursquare data, this means targeting ads based upon which shops users checked in to and when. Foursquare’s location data is not limited to the more than 3.5 billion check-ins conducted through its app to date, either. Foursquare also collects information from the more than 40,000 developers that have integrated Foursquare’s location database into their apps, including popular mobile services Evernote, Instagram and Uber.
    • Location data is generally viewed as some of the most prized data for ad targeting, especially with the proliferation of media consumption on mobile devices. In a previous interview, Ken Allard, managing director of global business strategy at digital agency Huge, said Foursquare’s “unique and proprietary data is incredibly valuable.”
    • Alex Jacobs, VP-social marketing at Digitas San Francisco, said Foursquare users “are socially active and have a higher propensity to drive word-of-mouth.”

      An executive from a different data service company said prices for data typically range between $0.50 and $1.50 per thousand ad impressions served (CPM). Foursquare’s data could fetch near the high end of that range considering agency executives’ interest in it, per this exec.

    • Foursquare began pitching digital agencies on using its data for retargeting purposes in April, marking the company’s first attempt to generate revenue from ads served outside of its service. The slide deck Valleywag later obtained said retargeting would be available in May.
    • Foursquare’s other sources of ad revenue are businesses promoting their locations within the Foursquare app and the newly available post-check-in ads. The company has also started branded promotions like its Game of Cones campaign (based on HBO’s “Game of Thrones”) and a Samsung-sponsored visualization of users’ check-ins.
  • ” IKEA unveiled the catalog of the future—for this year, the Swedish furniture giant has up the ante, and unveiled its 2014 catalog that lets users see what furniture would look like in their own home.

    Users just have to simply scan the IKEA Catalog with the IKEA catalog app on mobile devices, place the printed catalog in place of where they’d like to see the furniture, and choose a product—with the help of augmented-reality, the app would show what products would look like in place of the physical catalog. “

    Tags: smm, v2, example, ikea, ar, retailing, catalog, augmented reality, chp7

  • Foursquare has partnered with Samsung for My History, a new feature that will provide users with infographics based on their check-in histories.

    The individualized heat maps are branded with Samsung’s logo for its latest high-end smartphone the Galaxy S4 and features a tab titled “The Next Big Thing” in which users can receive recommendations on places to visit based on where they’ve checked in before. The partnership is worth seven figures for Foursquare, according to an executive familiar with the terms.

    Tags: smm, foursquare, advertising, samsung, chp7, v2

    • Foursquare has partnered with Samsung for My History, a new feature that will provide users with infographics based on their check-in histories.

      The individualized heat maps are branded with Samsung’s logo for its latest high-end smartphone the Galaxy S4 and features a tab titled “The Next Big Thing” in which users can receive recommendations on places to visit based on where they’ve checked in before. The partnership is worth seven figures for Foursquare, according to an executive familiar with the terms.

    • Foursquare users can access My History at foursquare.com where they can watch their entire check-in history — which dates back to 2009 for the app’s first users — unfold in fast forward. A play-pause button at the bottom of the screen allows to users to stop the experience and note certain behaviors such as distance between subsequent check-ins and when they checked into a certain location. The infographic can also show users how much times they spent in coffee shops versus bars among other comparisons.
    • My History is the latest instance of Foursquare incorporating more advertising into its service and allowing marketers more access to its location data. Foursquare is currently running an HBO-branded Game of Cones contest in New York City, for example. Whichever of the participating ice cream shops accrues the most check-ins by June 21 will be awarded the “Iron Cone” a la the Iron Throne from HBO’s “Game of Thrones.”
    • Ads for My History will appear within Foursquare once the company rolls-out its “post-check-in” ads in the coming weeks. Those ads will be served to users once they check into a specific location.
    • Foursquare has recently been under pressure to prove it can generate revenue that will justify its $760 million valuation. The company earned $2 million in ad revenue in 2012, but has started developing new ad products this year — including paid Foursquare promotions for small businesses and letting marketers use its data to target users elswehere on the web.
  • Tags: smm, foursquare, chp7, game

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.



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