Location Based Social Media and The Rule of Three
In advertising circles there is an axiom that says that a customer has to be exposed to your product or service at least three times before they will convert. It's called the rule of three. It's why companies run remarketing campaigns. It's also an explanation for two conflicting surveys concerning location based social media.
In the first survey by Dubit, a youth communications agency, they found that 48% of teenagers surveyed had never heard of location based social media services such as Facebook Places and Foursquare. And of the 52% of the teenagers that had heard of these services, few of them actually used those services. The survey consisted of 1,000 teens between the ages of 11 to 18.
The second survey by Comscore's MobiLens showed that 16.7 million mobile users accessed check-in services like Foursquare and Gowalla. And 95% of those users regularly accessed a mobile web browser. The medium age range was 18 to 34.
So what's going on? How can teenagers, who practically live and sleep with their mobile phones, be so out of the loop when it comes to location based social media? The answer is that they simply haven't been exposed to the services often enough to see the value.
I happen to live in the Midwest where mobile hasn't yet taken off. I'm always loading up Foursquare when I'm in a particularly busy business setting to see which businesses, if any, are using the service. So far I've seen only sporadic results. If I'm in a busy area I'll typically see only one or two businesses offering specials. More often than not I won't see any. If they only knew what they were missing.
Recently I did a Foursquare check and found three businesses out of about twenty that were offering specials. A local Arby's was offering $2 off a market fresh sandwich. An exercise facility was offering a free water bottle. And a hair salon was offering $2 off the price of a haircut.Continued on the next page