To check in, or not to check in: that is the question…

William Ory - e-reputation Manager at Wellcom

The social location (social-loco) is the convergence of the social web, mobile and local-business, this is the next big thing in the social media universe and privacy is still a huge issue for the adoption of any apps that ask the consumer to disclose their location. A recent study made in partnership with the Social-Loco Conference (socialloco.net) shows a disconnect between what people are talking about online, what early adopters are actually doing and how the rest of the US population perceives services such as Foursquare or Facebook Places.

Brand companies want to engage consumers (increasingly)

Brands aim to increase their visibility, online reputation (which happens at the end of strategy and based on feedback) and customer relationships (we are now in a double strategy: customer relationship and visibility). For example, many companies propose special offers on Foursquare, offers reserved to the community that allow consumers to take advantage of those special offers. Besides these, many users are also given the opportunity to make bids.  Finally, social location enables companies to determine their main target groups. For example in France, McDonalds held a big national contest (“I’m check-in’it”) with the Facebook Places app, people who check-in three time in the same restaurant, win a Mc Flurry…an interesting “glocal” approach.

Yes but, what about the consumers?

George Orwell told us in his famous and controversial novel: “1984”. This book, listed by Time magazine as one of the 100 best English novels and short stories from 1923 until today, is still valid. Indeed, when you talk about this novel, no one can ignore the ‘Big Brother’.

Focusing on the precise meaning of the famous “big brother”, Wikipedia gives this definition: The term “Big Brother” is used to denote all institutions and practices that undermine fundamental freedoms and privacy of populations or individuals. The check-in business needs to consider and understand this old (but very real) concept.

In the “social-loco” study, it’s clear that people are ready and willing check-in and engage with brands large and small, provided there’s something in it for them – a coupon or special offer, for example. But what are the limits, how far is the public is ready to go in order to interact with those brands? That is the question…

Three steps to get there, according to the study authors:

1. Brands need to adopt a “Glocal” social media strategy in order to engage consumers in the next generation of mobile apps that leverage location-data.

2. There is an opportunity for big brands to engage consumers in location-based apps by tapping into, and combing, multiple motivational elements (discounts, learning, promoting, meeting friends).

3. To reach beyond the early adopters, brands should focus their strategies around Facebook and Groupon as the two platforms that are most likely to drive adoption.

Report Highlights

About privacy:

• 17% of the US population have checked-in using an app on their mobile device

• 49% of the population didn’t feel there was any real motivation to check-in

• 48% have never checked in due to privacy concerns

Which Apps Do /Would People Use?

• 90% of people who have checked-in have done so using Facebook Places
• 55% of people who have never checked-in would most likely use Facebook Places
• 40% would check-in using Groupon

• 31% have disclosed their location on Twitter

• 22% have checked-in using Foursquare

Why Would People Check-in?

• 54% of early adopters and 41% of consumers cited deals and discounts as the single biggest reason to check-in.

Where People Check-In

• Consumers who currently check-in are most likely to check into a place that sells food and drink with the top destinations being restaurants (53%), Coffee shops/cafes (40%), hotels (38%) and Bars/clubs (36%)

To learn more about the study, click to enlarge the infographic below.

Via : http://www.bynd.com/2011/05/04/social-loco-research/