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Mobile Innovation in Out of Home Media

18 Nov

An evening on integration ‘traditional’ with ‘new’ media. In this event of our Amsterdam Chapter, we’ve showcased/discussed innovation in the field of Out of Home advertisement.

Local from its origins, mobile and social in this present time, the billboard has been transformed from a static surface to an interactive and geo-targeted advertising hub. Whether it’s free WiFi offered at a busstop or digital screens dynamically adapting to passing traffic, modern day OOH media are a blend of the familiar and the surprising. Or more importantly: a testing bed between what advertisers know to buy and what they would like to try!

Chapter President PJ Verhoef opens the event with an introduction to the speakers and a video on Screenscape: an example of how disruptive web-first business models can turn a traditional model upside down.

 

LocaModa Founder and Monster Media EVP Stephen Randall discusses how social, mobile innovation is used to amplify reach and results of traditional outdoor marketing campaigns.

 

Layar is represented by Marjolein Stromeier and VP Product Rags Vadail. They present inspiring examples of using augmented reality in out of home marketing.

 

Guy Grimmelt, director of Host and sponsor CBS Outdoor, presents local examples of how the outdoor media industry is transformed by using social, local, mobile marketing.

 

Check out the photos for an impression of a typical LBMA MeetUp!

The Changing Art of Location Intelligence

9 Jun

Mobile marketing and commerce is finally starting to deliver on the promise it has been for the past decade. Not in the least due to location based services, which are allowing the delivery of value and relevance to customers in a new way. But what’s still missing in most campaigns are the market analytics that allow for targeting a message or offer to relevant audiences. Help is underway from several platforms.

Most mobile marketing campaigns and apps that rise above the noise of daily hypes and trends, seem to have a creative/fun or discount angle, such as BMW with their Mini Getaway games or the many Coupon offers being developed.  From the headlines of tech blogs, you’d almost get the idea that the “old-fashioned” way of using market research to reach an audience is all but forgotten. Contrastingly, the potential of using location signals to do targeted mobile advertising is as promising as cookies once were. Ad platforms are starting to support the hyper-local awareness that’s now available through apps and search on smartphones.

It is not new that sales can be analysed on location, such as a country, city or postal code. Enterprise class GIS systems such as ESRI ArcGIS or simpler tools such as Microsoft Mappoint can be deployed to do geomarketing analysis on “big data” sets that are gathered from point-of-sales data. Brands use this to determine shelfspace in stores, new QSR locations or catchment areas of their sales staff.

Mobile scenarios however, promise new ways to locate an audience in realtime, allowing marketing strategies to target them at a physical place at the time they are there. These strategies should be informed and planned through the use of location focused marketing research tools. Below are some examples.

Search platforms

Though there are more mobile ad platforms such as AdMob, Smaato, WideSpace and Apples iAd, Google has the unique combination of its company’s search assets and mobile platform to lead the pack in location based intelligence and targeting. In Analytics, you can research to great detail where people are looking for your product. Through the revamped AdWords location targeting, mobile search engine marketing can be focused on a maximum of 10,000 individual locations (with an optional radius). Google claims that location targeting lowers paid search CPC by as much as 36%.

(Geo)Social networks

Although an increasing part of search is mobile, there’s more to mobile marketing than search. Social platforms are also increasingly being used on mobile devices and deliver an additional wealth of signals. In addition, geosocial apps and networks such as foursquare and SCVNGR,  provide the “opt-in” permission of a check-in, making a brand engagement easier.  “Traditional” social media monitoring tools however only analyse “keywords” in relation to a brand, which creates a “location blind spot” where this may be of great interest to a brand.

The Local Blind Spot

The Local Blind Spot

Burger King for example, may be quite interested in gathering a facebook comment like “this place is a mess” if it has been made at their restaurant, but that sentence would never qualify as a reasonable search term for monitoring platforms such as Sysomos or Radian6. In 2010 new platforms emerged that specifically analyse this space and in some cases allow for cross-platform targeting of ads. A non-comprehensive list:

Geotoko: recently acquired by Hootsuite, this tool analyses daily check-in data from foursquare, Gowalla/Facebook and Twitter. A neat feature is the location heat map, which visualizes the relative popularity of venues around the promoted location on these platforms. It emphasizes heavily on its promotional features that allow for a variety of sweepstakes, scan-to-win and other frequently used marketing tools.

Venuelabs: which is a smart pivot from the analytics platform Valuevine in 2011, is now positioned to become the “Klout of storefronts”. It’s Venuerank rating produces a score for brands to better understand how their local storefronts are doing. This scoring model is designed around an array of location-based dimensions, including, Reach on platforms, the frequency and levels of customer engagement at storefront level, the size and influence of a storefront’s community and the (expressed) sentiment of customers at the location.

Momentfeed: positioned as the “Google Analytics of the real world”, aggregating data from across various geosocial networks to present a more complete look at consumer, real world behavior. It is currently using data from the API’s of Twitter, Foursquare and Facebook (with ever growing plans to pull in activity from other platforms. On top of filling a large database with check-in data for cross-platform and historic analysis, it competes with Venuelabs with a proprietary algorithm to determine the level of engagement at a location.

Operator and in-store marketing intelligence

Operator driven geofenced offersand indoor position technologies are allowing for a new field of location based marketing, triggered by the customer’s presence nearby or even inside a venue.  In the (UK) example of O2 More, over 6 million subscribers opted in to receiving SMS coupons, triggered by their preference (e.g. movies) and their vicinity to a participating venue (e.g. theaters). In the US, Shopkick offers promotions to mobile customers that simply walk into a participating venue, eliminating the need for people to check-in altogether. Larger malls are actively experimenting with smart indoor positioning technologies, that use (an app on) the visitors phone to push information and advertising of their merchants. All these platforms are creating loads of valuable marketing data that are currently already accessible to participating brands and merchants. New technologies, such as used by WifarerViewsy, Yfind, Indoo.rs and others, even make it possible to identify hotspots, dwelltimes and return visits to indoor locations as detailed as shopping aisles.

 

Indoor Heatmaps

Indoor Heatmaps

Advanced location targeting

Companies such as Localsensor and PlaceIQ use anonimized traces from Ad Exchanges and Real Time Bidding platforms to allow for highly focused customer profiles. Imagine targeting “Double Income No Kids couples on a beach in France when it’s starting to get cold”. Or perhaps you’d want to retarget ads to an audience that has just visited a (not your) festival? Sounds creepy? Click-through rates on these ads are phenomenal so we’ll have to see what the audience will decide. Below some interesting case studies that use location targeting to increase the relevance and impact of the campaign.

Creepy? Funny? Let us know which one you (dis)liked most and why!

Have A Location? You’re In The Media Business

23 Jan

For many small businesses focusing on one product, a particular niche and customer service has always been a banner for success.  But, in challenging economic times, new ideas and opportunities often emerge.

One such opportunity is to view your small business as an untapped resource for the placement of out-of-home or digital-out-of-home, media.

Effectively we are talking about the rental of space within the four walls of your business to external advertisers.

dentalscreenDigital Clinic a division of Wand Corporation, which is a major player in the quick serve restaurant category for providing digital screens and menu boards, has recently announced Facebook integration for its digital signage system for dental and doctors practices.

With Facebook integration, Digital Clinic creates a new social engagement platform practitioners can use to build social media presence and reach customers.

Essentially, these clinics are showcasing positive comments, feedback, customer reviews and testimonials from Facebook onscreen in the waiting area or lobby, doctors and dentists can build and enhance their reputation and encourage patients to connect.

The digital signage system from Digital Clinic also integrates with Twitter and Demandforce to further leverage and promote social media and online reviews.

In a similar vain, Canadian company Rouge Media Group has turned their attention to women’s beauty salons. Seems like a no-brainer. Consumers in a relaxed atmosphere for hours on end; what better time to sell?

Such places routinely showcase hair products, skin-care products and make-up, but marketers had not systematically used them to push clothing, food or non-beauty services.rougemedia

The company has signed up 150 venues, which agreed to accommodate their glossy murals for products ranging from shoes to banks to reality TV shows.

The “thousands of dollars a year” individual salons can earn “seemed a business proposition too good to be true” to the places Rouge initially contacted, said the company’s president, Martin Poitras. “Until we paid them the first cheque, I think they all had doubts. It’s good incremental income, effortless.”

With a new medium like this however, convincing brands of the potential can often be challenging.

“It certainly was a different approach to purchasing out-of-home space and marketing real estate,” said Lindsay Cook, Director of Marketing, Joe Fresh, Home & Entertainment, which used the program for a make-up line.

“I highlight my hair and spend hours upon hours in those places and usually find myself staring at the wall in the same spot for a long time, so it seemed like a great idea to have some of our Joe Fresh collateral up there.

In a new world, with challenging economic times it’s clear that small business owners and media platform companies alike are finding new ways to engage consumers and drive revenues.

It may not be sexy.  It may not be mobile, but it certainly is profitable!

The Dutch SoLoMo Ecosystem

14 Dec

ESA-BIC LogoIf the engagement at last night’s LBMA Event at the European Space Agency incubator ESIC was any indication, there is great future ahead for the SoLoMo community in The Netherlands. With speakers and panel members from local start-ups like Scoupy, Whatser, Spaaza, Localsensor and Flirtmart, the attendees were treated to excellent content and discussion on entrepreneurship in this space. Add in those speaking on behalf of incubators RockstartStartupbootcamp and Rhodan and people walked away with understanding the phases of a start-up, from incubation through acceleration to adoption. Big thanks to the sponsors of the evening, ESA-BIC and GeoRun for making this event free for most attendees.

Intro by PJ Verhoef

Local chapter president PJ Verhoef kicked off the evening by thanking “Amsterdam” to travel well outside their comfort-zone to meet each other at the intersection of rocket science and business incubation. Going through the background of The LBMA in Europe, he invited attendees to apply for (“founding” or regular) membership by detailing the benefits of each.



The Role of the Incubator by Martijn Weeber

Martijn explained what incubators and accelerators can offer to start-ups in general, and space related technology in particular. After showing some of the rocket science start-ups under their roof, he put forward an attractive  invitation to apply for the upcoming call for proposals, with grants of up to 50k euro for R&D. Incredulous start-up entrepreneurs asked how they could make money if no equity was involved in the deal. The answer is that ESA is looking to transfer their technology to society through entrepreneurs such as present.



Scoupy from Incubation to Acceleration to Adoption by Valentijn Bras

With a pace as fast as the growth of his company, Valentijn went through the history of his mobile couponing start-up. Along the way, many decisions were taken that proved to provide a basis for their current success. Amongst which were the choice to invest heavily in (expensive) SME sales from the start and to be very selective on the type of venture partners to use at pivotal moments of the growth cycle. Valentijn ended in style, by announcing their new branding campaign and offering a special “LBMA” location based coupon with some great prizes for the attendees.



What we Learned at Whatser by Michiel Verberg

Michiel helped all existing and aspiring entrepreneurs in the room with a great talk on lessons learned in his company. Starting out as a mobile city guide, Whatser discovered a few pitfalls  about the market that can be avoided, but more importantly, distilled new opportunities from these challenges. The Dutch LBMA had its first scoop in its history with the announcement of Whatser’s pivot business concept. Michiel will likely have spent a lot of time at the networking party answering questions on detail. We’ll all just be looking towards further announcements, coming very soon.


The formal part of the evening ended with a great discussion by our panel on topics ranging from the threat and opportunity of LBM to retail and the investment climate in The Netherlands through the most interesting/important developments for 2013. During drinks, many attendees said they liked the combination of high quality speakers and attendees with a more intimate setting. “At bigger conferences (that attract the same bigger names) often one is lost in the crowd, looking for interesting and relevant networking contacts”, was heard several times. We’ll commit to keeping our events focused and intimate like this for the coming year.

Sounded interesting? Come join us at next event or contact us for further information on membership.

Bridging the gap between Clicks and Mortals

16 Nov

Why do I get a coupon in a local magazine for a shop nearby, while the brand I buy at this shop is pushing a mobile ad with a discount to a webshop? Why does this billboard tempt me to travel to Turkey for  a weekend, without giving me the option to book (or at least bookmark) the trip online?

I don’t want this color, I don’t want to stand in line for the cash register and I want an instant comparison between 5 products in this category. Why can’t I order this product directly from their webshop, with my smartphone? Oh wait, let’s just scan the barcode and buy on Amazon.

Smartphones & tablets will present both the diversity and comfort of webshops, as well as an augmented shopping experience at local retail. In that sense the technology could provide for a level playing field for pureplay ecommerce and bricks & mortar retail. All too often, digital marketing & commerce innovations are developed in silos, benefiting only an online or offline retailer, while the consumer has no need or benefit from a fragmented buying experience to answer questions like the above.

Bridging this gap for retail and brands is not an easy feat, since the pace of chance is simply breathtaking. We’re rapidly bringing the web with us into the streets and into shops, which are only just trying to figure out how to deal with the challenges of eCommerce. It’s difficult to choose which trend to follow and which to wait out. It’s particularly difficult to choose which technology to bet on and which to discard. The rumored move of Google into same-day delivery services is a great example of how ambiguous the benefits of new technology can seem for retailers.

The idea behind the new delivery service is that people searching for products online or on their phones could buy something from a local retailer or the local branches of nationwide chains, and could then take the next step –delivery– through Google. Over the past years, it has enhanced its product search and introduced new (mobile and online) ad formats for retailers. It now shows sites that carry an item and compares prices and shipping fees, and connects with stores’ inventory feeds to show where the item is in stock nearby. The new service would be an extension of that.

“Same-day delivery through Google could help physical retailers compete with e-commerce companies, by offering the convenience of shopping without leaving home. At the same time, online retailers offering same-day delivery could make life even harder for physical retailers, because letting people own something the same day has become physical retailers’ biggest remaining advantage.”

The online and offline worlds are merging and commerce is one of the first realms to see the result. Health, government and education are trailing closely. With the smartphone, we’re connecting our human experience and preference, augmented by advanced sensors, to the wealth of online information and social sharing. According to some knowledgeable sources, there’s a freaky, contextual and automatic world coming. As the phone (or the cloud that it connects to) learns our daily rhythms, travel patterns, product preferences, health status and whatever next personal need we’ll be using apps for, we can use this for delivering on a big promise.

The end game is a world where -through advanced marketing technology-, production and sales can be tailored so closely to consumers requirements, that we eliminate most of the waste caused by imperfect information.

Waste in creation of dispensable products and services. Waste in overproduction and stock. Waste in logistics & distribution. And yes, waste in marketing, selling and servicing those unwanted products.

How Restaurants Can ‘Listen’ to Location-Based Services

7 Nov

How Restaurants Can ‘Listen’ to Location-Based Services.

Mobile, Social, and the Reality of Retail

27 Sep

With the internet in their pocket, today’s retail customer stands before you, ready to share, review, like, check-in or otherwise communicate their physical experience to who knows how many friends or followers in the virtual realm. Mobile devices are increasingly enabling retail customers to be in two places at once. On the other side of the counter however, there is a different reality; one that has only ever been concerned about meeting the needs of that person directly in front of you.

This new reality in retail is quickly disrupting the customer service models we have used for years. While customers go sit down and go online, those at the counter simply get to deal with the next customer.

Add to this the reality that many of these empowered consumers will say things online that they may not say face to face. With many more businesses starting to engage in these new realms, expectations around customer service are increasing and accountability at the local level will continue to rise as well.

Clearly we should be concerned about what is happening in the virtual realm. Search engines love this kind of hyper-local content and done right, engaging in meaningful ways can yield great benefits for brick-and-mortar businesses. Figuring out a strategy that will work best for your business is going to be the trick.

For starters, here are 5 ways to retailers can stay relevant online:

  1. Understand the big picture and the impact that the use of these technologies is having around expectations and accountability. Your opportunity to extend the good conversation also needs to be understood. Impart that understanding to those on the front lines, those in the C-suite and everyone in between.
  2. Be an active listener. Getting visibility to the content being created online is critical if you have any interest in being relevant within those communities. Awareness and listening are just the beginning. If there is one comment or customer service issue voiced online, you can bet there are others that aren’t being communicated. Google alerts are just the low hanging fruit. Real-time Twitter searches for brand names and mentions are a good place to start. Many great (and free) tools are available to help with monitoring and engagement.
  3. Play the game. Download, signup and at least start to understand the mechanics and the dynamics involved with the social and mobile applications your customers are using. Don’t know? Ask them. Step 2 above will help identify what communities your customers are using.
  4. Be a curator. Brand stewardship means collecting and distributing the stories and experiences customers are sharing about your product or service. Impart those stories to the rest of the organization. This will help reinforce item 1 above.
  5. Be a creator. Understand the long term benefit of consistently creating relevant and valuable content for your audience. Be a leader and authority in your industry online and be helpful. Then you’ll have the awareness, affinity and purchase consideration when the time comes. This kind of investment online will protect you in several ways. Start with answering questions about your brand before someone else does.

For more pointers and actionable strategies, consider The Tasti D-Lite Way: Social Media Strategy Lessons for Building Loyalty and a Brand Customers Crave.

BJ Emerson is a LBMA member and the VP of Technology at Tasti D-Lite as well as co-author of The Tasti D-Lite Way; Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave.

Considered a social loyalty pioneer in the industry, in 2010 he led the deployment of the first ever loyalty platform to feature an integration with Facebook, Twitter and Foursquare which has been recognized with a variety of industry awards. His projects were featured as case studies in 7 different books published in 2011 and he provided the foreword to Location Based Marketing for Dummies.

BJ speaks throughout the United States as well as internationally on a regular basis on the topics of social media, technology and customer loyalty. His passion for being an ambassador and empowering others with technology can be seen through the innovative solutions and campaigns he manages.

A Hyper-Local Black Friday Wrap

8 Dec
Checking-in to Super Savings
One of the most hectic shopping days of the year has passed, and this year’s Black Friday marked an interesting development in the marketing efforts of major retailers. Although the typical Black Friday shopper battled the crowds with a purpose and a pre-determined route, location based mobile apps enabled retailers to access the discount-driven shoppers who just can’t resist a good deal. An increasing number of companies have turned to these services to offer customers exclusive deals via their mobile devices. Accessing customers through their mobile devices has become an attractive feature for retailers as it allows them to target the sales-crazy, on-the-go shoppers who just might trample down anyone who gets in their way of a sale.

Foursquare , which recently announced they had hit 14 million users has become an important app that many retailers have paired up with to offer discounts, which customers receive once they have ‘checked in’, or shared their location. Various stores are enticing customers into their retail store mayhem by offering special discounts only available through this app. These examples pictured from Foursquare’s blog are only a few examples of the retailers targeting the media-savvy shopper, with stores ranging from AT&T to UPS also offering check-in discounts. Foursquare is not alone in its location based advertising, as companies like SCVNGR, Facebook Places, and Yelp are also offering these types of deals to sales-hungry customers for checking in.

QR Codes – The Modern Catalogue

Aside from encouraging retail madness through discounts for mobile check-ins, retailers are also using QR codes to provide customers with an easier and faster shopping experience. With Black Friday being one of the biggest sales days of the year, QR codes are becoming increasingly prevalent in retail stores. While QR codes are not a new phenomenon to the advertising world, the upcoming holiday season has retailers embedding them into a variety of marketing displays to attract mobile users. Companies such as JC Penney and Macy’s are among the many retailers that have introduced QR codes into their stores this holiday season. Sears and Kmart have created ‘gift walls’ in their stores, placed in viewing sight of those waiting in the cash line, which are essentially walls filled with QR codes linking the customer to popular items for sale. With the increase in technological innovations, mobile phones are quickly becoming the best aid a shopper can have for finding the best deals.

The numbers are growing, but what’s next?

Recent stats from AdvertisingAge showed Foursquare checkins on Black Friday as a significant increase over last year.  And while Starbucks and Mcdonald’s topped the list, Wal-Mart with over 149,000 was the leading national retailer.  But it checkins and QR codes are just the start.  Expect to see these apps and more to further expand to include real-time product inventory, mobile wallets, and even virtual goods in the form of augmented reality.  eBay Mobile announced that shoppers in the U.S. purchased nearly two and a half times as many items via eBay Mobile this Black Friday when compared to 2010 and PayPal Mobile (another division of eBay) announced a six-fold (516%) increase in global mobile payment volume compared to 2010

Shoppers will increasingly choose the convenience of mobile to find the best deals from wherever they are while avoiding big crowds and long lines. The ability to simply pick up your phone or tablet and purchase what you want, when you want it, has become an attractive alternative to shoppers in record numbers this holiday season. The possibilities are endless.

Fenced In By Your Smartphone

17 Nov

Fenced in by your Smart Phone

Have you ever been out to some form of farmland and wondered how all the animals stay within the perimeters of the farms? Or maybe in your rebellious youth you were dared to trespass to scary Old Nicks house to witness his hair-raising ways and felt an unfamiliar sensation. This sensation, known as an electric fence, creates an invisible boundary to keep unwanted visitors out and captive animals in through electric shock. Technology has taken this torturous form of isolating a geographic region and turned it into the next big marketing phenomenon. They are placing consumers into a zone but they are pain free and invisible to the average person except not to their mobile device. Geo Fencing is the name that has been given to these boundaries that marketers are exploring as a means of targeting their customers in a specific location.

 

How it works?

Geofencing utilizes the GPS software in smart phones and triangulation from the cellular radio towers to determine consumers position. By creating this virtual perimeter, when consumers pass the border the system becomes aware and will push information about restaurants, coffee shops or stores that are within a reasonable geographic distance from where they are physically standing directly to their phone. This software is transparent from the users and allows them to opt in and out when they are interesting. Otherwise they will only receive period messages reminding them that it is still active. Shopkick, Loopt, and Placecast are already providing geofencing but in a fairly straightforward way as such systems are still in their infancy.

 

 

 

Who has used it?

O2 media (based in the UK) teamed up with Placecast to develop a location based messaging campaign by fencing off geographic regions and sending SMS and MMS messages to those within those fences. O2 signed L’Oreal and Starbucks who would be offering 50% off and buy-one-get-one-free deals are nearby locations. Results have yet to be determined as the trial is still in progress. But I am confident we can expect extraordinary results or in the least discounts on our morning doses of Starbucks. One thing that we do know is that of the 22 million subscribers on the O2 network, more than 8 million have already opted-in to participate in the program.

What will geofencing do for location-based marketing?

Consumers are always looking for the new trend to save money and geofencing is it! By utilizing these services consumers are able to opt in and out and maximize the system, using them when they are interested, by controlling frequency and content of the messages. Consumers are always looking for the best deal within a reasonable distance from them which geofencing can do. As marketers, a challenge we face everyday is to emerge from the ad clutter and increase foot traffic within our locations or online clicks. Geofencing allows companies to directly target their customers when they want to be messaged (as they opted in to the service) and when they are nearby. If we can pique their interest enough to get them in the store and offer them a deal that encourages them to spend then we will have been successful.  Now only to work on CRM and develop brand loyalty.

Geofencing has emerged as a frequently used term in the mobile marketing world as the possibilities are endless with what can be done with this software. Although this activity is accelerating privacy concerns, geofencing can move forward to have more uses then just marketing such as public safety, wildlife management and business management. Through this richer and more unique medium consumers will get what they want and marketers will be able to target them and monitor their spending habits and even physical movements. Going forward keep in mind that next time you find yourself behind a fence, you can turn off your Geofencing apps, but the benefits of keeping them on may be such much more.

Geo-local Healthcare

28 Jul

Marketing to Save Lives

Going to the doctor is similar to waiting for the Toronto Maple Leafs to win the Stanley Cup or even just to get into the playoffs. It is a long, long process. But imagine you could show up at the neighbourhood walk-in and they are already up to date with your current medical situation. Or that you are visit the nearest ER knowing they only have a wait time of 10 minutes with GPs that are rated the best. This idea seems unlikely and somewhat far-fetched, but with technology developing everyday and hospitals feeling the pressure to become more up-to-date it is possible. Be it locating the nearest medical devices, testing yourself for disease or fundraising for sick children, location based services are making it happen.

 

Holland’s AED App

Airports, hospitals, and major attractions have become common locations to find an Automatic External Defibrillator (AED) within arms reach. To be effective, the AED needs to reach the patient within minutes. The Radboud University Nijmegen Medical Centre in Holland teamed up with Layar to create an augmented reality app that showcases the AEDs within your vicinity and which is closest to you. Their objective was to reduce searching time and provide users with a quick and easy app that could save lives. If you ever find yourself walking through LAX and someone drops beside you, then pull out this app and it’ll guide the way. Hopefully it lets you know to use the AED, too!

 

MTVs Get Yourself Tested Badge

There is an outstanding statistic that every one in two people will contract an STD by the time they’re 25. To help young people become more aware of STDs, MTV teamed up with Foursquare to develop a badge that users would receive after checking into clinics to get a STD test performed. The campaign was called Get Yourself Tested and was endorsed by an overwhelming number of celebrities through the MTV website. During a month of the campaign, if users checked in to a clinic they would be entered in a contest with the chance to win a free trip to NYC to be on MTV.  Although an extremely mortifying place to check into on Foursquare, MTV was a milestone for cause-related and healthcare-related badges. Next time you go for a colonoscopy, check if there’s a badge. Everyone deserves a badge for that appointment!

UCSF launches Social Media Fundraiser

UCSF Challenge for the Children kicked off an 8-week campaign designed to reach out through social media channels like Facebook and Twitter. This encouraged people to contribute as individuals or become team leaders to support the hospital. Some team leaders included celebrities like Aston Kutcher. They successfully reached their fundraising goal and broke into a space that hospitals have yet to frequent.

For location based marketing, hospitals and other health care related fields have yet to be explored in serious depth. Recently the FCC and FDA signed an agreement to collaborate on the development of technology for wireless enabled medical devices and services, which opens the doors to possibilities. What will come next? Will hospitals use augmented reality to help patients navigate through their maze-like walls? Will Facebook Places allow patients to locate and critique their local OBGYN or GP? Will hospitals use RFID to pin point all of their MDs on a map? Really the opportunities for this space are endless and can really make the healthcare industry more appealing, approachable and up-to-date. In the future when you are feeling under the weather, tweet about it and maybe a nearby doc will make a house call or in the least Dr. Oz re-tweets you.