1st item – Location Based Tweets. (The meh choice)

This is probably the only location based marketing feature I don’t even notice. Why? Users can put their location in their bio. Sure – it may not represent their current location, but of all things location, this is not a concern. And, I’m fairly confident nobody else cares where my message originates…

I’m sure this is simply the raw form of something bigger to come – say, integration into a specific service like Google maps; real-time tweets within a check-in based platform a’la Foursquare or Gowalla may be more interesting & relevant. Knowing where someone is when they shriek about Justin Bieber in a tweet is not important to me. Or the rest of the country over 17.

2nd item –  Recommended People to Follow. (The excellent choice)

A sharp conversation with my friend Mike Johansson got me thinking about this deeper. Twitter now provides suggestions as to who you may want to follow. Why show recommended choices? And why does it work? Mike & were in agreement that it played more on Maslow’s Hierarchy of Needs. This level of the Needs Pyramid would be Esteem; the need to respect others or be respected by others.

Yes – the whole debate over Maslow and twitter’s success has been played out over the years. But – this finally provides a new visual motivation for users. It could be the face of someone they are intrigued by, someone they have heard of or better yet – a brand they may not have thought about seeking out via twitter – but are now aware.

Either way – I find this element fascinating. Yet, their location…not so much. Hopefully the brands will embrace it though. Location based marketing strategies will continue to drive new life into otherwise lame consumer experiences.

What do you think of these new features?

Want to unlock more Foursquare badges? Here’s the most detailed list of badges, including active & inactive badges and how to get them. Hat Tip to Chaunce Dolan – nice work!

How To Unlock Every Foursquare Badge

Now go be nerdy. The brands behind the badges love it when you play in their location based marketing games…

Why do you play?

ExactTarget recently released the results of a study measuring what motivates a customer to give their email address.

67% gave out email to receive discounts and promotions
55% gave out email in return for a freebie
50% gave out email to be informed of upcoming sales
45% gave out email to be updated on upcoming products
33% gave out email to gain access to exclusive content
29% were motivated by the promise of fun and entertainment
28% wanted to receive more information on products and services
28% said “to keep informed”
22% wanted to stay abreast of topics the business specialized in
17% gave out their email on a recommendation
14% want to interact with the sender
11% subscribe to show their support

Are you motivating your customers the right way?

Miso lets you add another dimension to your status updates and your location based check-ins: activity based updates – targeting what you’re watching either on TV or at the movies.

Integrate your activities with Facebook, Foursquare and/or Twitter account updates and share the TV show or movie you’re watching.

Many people update their Facebook status saying they’re watching TV; people check in at movie theaters on Foursquare – but not everyone doing so specifies exactly what they’re watching. Miso will, presumably, let you connect with other users with the same interests and tastes.

Think of the social media optimization opportunities for network TV shows and the movie industry. Creative promotional initiatives for activity based check-ins for a sporting event, a new network premier or hot, upcoming theatrical release have incredible potential to attract a new segment of viewers.

Plus – you can earn more badges. Those damn badges are so addicting.

UPDATE: Version 1.6 has been released. New Features now allow you to find and locate friends on Facebook and Twitter; profile updates now let you update your avatar as well.

What other opportunities do you see?

I recently had the honor of presenting a case study to the executive management team from Wegmans. For those not familiar, Wegmans is the pinnacle of grocery shopping, having created a shopping experience unlike any other.

People leaving the Rochester area actually include Wegmans as a must-have when deciding where to move.

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The case study presented include some of the online technology solutions and social media guidelines I created for Auction Direct USA. Regardless of the market segment, basic underlying tenets can be applied to creating and managing a successful online campaign.

Create A Unique Online Experience

• Does the design stand out above your competitors?
• Is your website memorable?
• Are key items easily called out and identifiable?
• Can visitors provide instant feedback?
• Are you leveraging social channels and tools to extend your online reach?

Create a Continuous Improvement Process

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• Are you actually listening to your visitors feedback and comments?
• Are you gaining real-time feedback with questions and polls via blogs and micr-blogging platforms?
• Who will manage customer feedback; is there an escalation process?
• Is the feedback directed to the appropriate contacts and departments?
• Is your online brand being managed  (ie: Brand mentions, keywords and competitors?)

Create Metrics to Measure Performance & Ensure Growth

• Have you implemented a management process to measure past performance, marketing results and benchmarks for your segment?
• Are you measuring traffic performance with items such as visitor locations, exit/entry locations and bounce rates?
• Are you monitoring analytics to ensure efficient web activity? (ie: Key sections, effective ad channels, conversions)

Create a Social Media Presence with Specific Objectives

• Activities on the major networks are a must: Facebook, Flickr, Twitter & YouTube
• Communicate the overall plans with your internal staff; be sure everyone is on the same page
• Keep the message congruent between online & offline channels – consistency is so important
• Emphasize your visitors – not you or your company; create authority, build confidence and earn their trust
• Develop specific objectives and measure them. (ie: New sign-ups, leads, appointments, revenue, etc.)

What has helped improve your online presence?

Years of hard work go into creating your image and your brand. And, in a few fleeting moments, it can start to unravel if you’re not monitoring your brand’s reputation online. Take the time to create basic alerts and, if possible, investigate a software solution that will monitor your brand’s reputation in real-time as well. My alerts triggered a couple of comments today. A customer had a less than positive experience in one of our used car

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superstores. We responded within minutes, identified the issue and immediately resolved the customer’s problem to his satisfaction.

Three simple steps to online reputation management:

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1. Set up Google Alerts.
2. Use TweetLater.com to alert you of your twitter mentions.
3. Sign up for an account with Techrigy Barbed Wire Dolls movie and monitor your brand in real-time. They also offer a free trial account. (Read about them in TechCrunch)

What are you doing to monitor your brand?