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The Social Media Spend & The “Check-In” Battle for ROI Gold

Did you know that 80% of what is read on the internet is not read on the site that first posted it?

The Social Media Guide on Ulitzer

Did you know that 80% of what is read on the internet is not read on the site that first posted it? This shows the power of social media to distribute information.

For example, I saw the graphic below as an embedded link in a Twitter post I got today. I got the post because of the social network I opted-in into (my Twitter followers). I linked through the Tweet to the blog post (by Soshable) and found this graphic (according to Soshable it was posted originally by Flowtown).Very interesting stats on the social media spend.

It paints a picture of how Small To Medium sized businesses (SMBs) are spending very little currently on social media…but also shows how much they intend to increase their spending in these areas in 2010 and how big the opportunity is to target these companies.

One area that SMBs might be looking to spend some dough in 2010 is the red-hot “Check-In” space. Social media games that reward users for verifying they are at an exact place and time are the new VC darlings. The power of these game platforms is that they accurately quantify the exposure for a specific place very well. This has traditionally been hard to do.

Place-based social game platform Gowalla launched their API today and their competition (Foursquare) announced a number of content partnerships with traditional media players. Location-based scavenger hunt game platform SCVNGR was recently funded in part by Google Ventures, so watch for news from them and the Google crew. As an aside, SCVNGR was founded by a guy named Seth Priebatsch who dropped out of Princeton at age 19 to follow his LBS passion! Wow. And you should see the sweet Austin, TX offices of Gowalla! Yes, those are electric guitars and they are all in t-shirts. Awesome.

The “check-in” battle is heating up! Watch these players, as there is NO better way to know if a specific consumer actually visited your place of business than if they volunteer to use a social network to tell their pals that they were there – by literally checking in. This is verified by the location-enabled phone they have in their hand, in real-time. This is marketing ROI gold.

Here is the graphic on the social media spend:

Read the original blog entry...

More Stories By Wilson Kerr

Wilson has 11+ years experience in the Mobile and Location Based Services (LBS) space. Recently, he became Director Of Business Development and Sales for Unbound Commerce, a Boston-based mobile commerce solution provider. He has deep expertise in the areas of mobile commerce, social media, branded location integration, branded content licensing, and is knowledgeable in a broad range of navigation technologies. Wilson has worked with top tier brands, content providers, device manufacturers, and application developers, including Nokia, Unbound Commerce, Tele Atlas/TomTom, The Travel Channel, Langenscheidt Publishing, Intellistry, Parking In Motion, GPS-POI-US, and others. Wilson is a blogger on all things location-based, edits the LBS topic page on Ulitzer, teaches a Social Media 101 class, and has served as a panelist and speaker at Mobile LBS conferences and networking events. Wilson has held positions in Business Development, Sales/Marketing, and Digital Licensing at The North Face, Outdoor Intelligence, Fishing Hot Spots Maps, Tele Atlas North America/TomTom and, most-recently, Unbound Commerce. Wilson left Tele Atlas to start Location Based Strategy, LLC in 2007. Company Website: http://www.LBStrategy.com. Twitter: @WLLK

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