Michael Q Todd is a Social Media Expert

The world is full of self proclaimed social media experts, many of them legends in their own minds. Every once in a while you come across someone who not only really does understand how it all works, but one that practices what they preach. 

Presenting at his Auckland Seminar

One such person is Michael Q Todd. I had the pleasure last week of meeting him in person in Auckland and attending one of his seminars which was a pre-launch of his upcoming book The 7 Pillars of Your Online Success. Michael is an ex-pat Kiwi who lives in Japan with his lovely wife Dr Yoriko Todd.

The mix of attendees ranged from total beginners to very experienced people including Sean Mitchell of Techday, Jason Kemp of Dialog Ventures, Mark Thomas of 2Review and Roger Bennett, one of New Zealand’s serial networkers and connectors, all people who are very passionate about what they do. You have to be, to go to a 3 hour seminar on a weekday evening. There was a quality of debate, illustrating that one size doesn’t fit all and Michael managed the proceedings like the pro that he is.

I’m not going to tell you about everything he covered, it was an introduction to the new book and one that I am very much looking to receive an advanced copy on. I’ve read a couple of pre-released chapters and they are winners. You may be very good with one application or aspects of an application, but be missing out on others. Another is that this is a changing environment. Social media sites such as Facebook, LinkedIn and Twitter are constantly adding and modifying features, you need to keep abreast of these. New services like Vine, Empire Ave (one of my current favorites, you’ll find my account here)  and Posse  are popping up all the time. Some of these will be valuable to you. Never assume you are up to date, because you will be wrong. If you don’t keep up to date, you could end up like this moth (not for the squeemish) I captured on my second Vine attempt, being devoured by a praying mantis.

This is one of the reasons I really like

Following are a 3 key takeouts for me:

1. It’s about selling. Anything you do is social media has to have a purpose, an end game. It is usually to sell something. It could be the products or services you provide to customers, it could be selling your consultancy, or perhaps promoting your sporting activity, music or hobbies. Start with the end game in mind.

2. Three things that brand you. People get confused when you tell them you do lots of different things. Define the 3 most important things, based  on (1) above. Give this some serious thought. If you have too much going on, narrow your focus or you will confuse people and won’t sell much of anything. For me, I am

• an entrepreneur, late founding member of Imersia, involved in location based services and Augmented Reality
• a Futurist consultant, blogger and public speaker, owner of SoLoMo Consulting
• a Songwriter, although I haven’t been able to dedicate a lot of time to that lately

3. Plug the gaps. One for me is Lists. I used to have a very successful newsletter many years ago which I sold as part of my consultancy and training school, the New Zealand Smartphone and PDA Academy. It had a large following and I really enjoyed the feedback from readers. Lately I thought that social media had replaced email newsletters, but now realize that they add another dimension. What are your gaps?

Once in a rare while you meet someone who will make a profound and positive difference in your life if you let them. I have had a few of those over my years and I believe that Michael Q Todd is going to be one of those. Whatever business you are in, or want to be in, whatever role you currently play in life, you are a brand and Michael can help teach you how to focus and market that brand and to reach the results you desire. You can find out more about him on his website.

I’ll leave the last word to Michael from one of his many YouTube Videos

Planning A US Road Trip 2

This is a follow on from my previous blogs.

So when you do it all yourself, the first things you start worrying about are whether the bookings you made will be honored. I printed off 2 copies of everything including copies of our passports because there is always the risk that your luggage will not arrive at the same place as you do. I emailed copies to myself as well so I could access them from a variety of sources as well.

Some properties are really good at responding to your requests and others seem to have all the technology but really don’t manage it very well. I once arrived, excited to be at the Pink Flamingo in Las Vegas, booked through a travel agent who through time zones were asleep, when the front desk told me they had no record of my booking and were full with a conference. After a lot of pressure they found me a room for one night and then I was on my own, so I have reason to be cautious. When I booked my first night’s accommodation at the Days Inn at New Orleans Airport using the Booking.com app on my iPad, I requested a quiet room and confirmation that they would pick me up at the airport when I arrived at the airport. I didn’t get confirmation, so I rang them a couple of days before I left. They told me to call from the airport when I arrived. No problem there.

Another thing I would recommend if you are going on a long trip and have kids or family at home you need to stay in touch with, is to arrange free-calling from home to the country you are going to. I have that set up with Orcon already for my music business. Effectively from home anyone can call any number on the USA, including mobiles for up to one hour at a time. We used that a lot.

I also tried a few VOIP / Mobile apps for low-cost communication. The one we used daily was Voxer. They promote their application as a Walkie Talkie and one of its key features is a push to talk function. The nice thing is that the other person doesn’t actually have to be there or respond straight away. It also allows you to send photos and TXT messages without using the mobile phone system, so much cheaper. It was also an easy way to let them know to call us.

One of the things I found when I did my research on how I was going to be able to plan our trip on a daily basis was which properties had applications of their own, such as for Apple devices. In most cases what I found was that a very large number of properties in the hospitality and tourism industry had very nice brochureware applications. They seem to be typically template driven, designed to keep the cost down, but the weakness with most of them was that once the property had set up the application, or paid a developer to do it for them, they forgot all about it and didn’t keep them up to date. This reminded me very much of the tourism industry in general when it comes to web sites. It doesn’t inspire people to visit the property which is surely the reason they pay for them in the first place. I also found that hardly any of them took advantage of the ability to use the GPS in Smartphones and provide directions based on your location.

I suspect that many destinations do not appreciate the number of people using Smartphones and web applications and also the fact that those people are typically at the higher income level and the type of customers they want visiting their business.

One that really impressed me big time was Oak Alley Plantation in Vacherie, Louisiana. Not far from New Orleans.  I was keen to enjoy some history about plantation life and slavery and based on their web presence, booked 2 nights in a historic Doctors House, which was restored to original condition, supplemented by a massive spa bath, cable TV and air conditioning.

The Doctor’s Cabin

They have a great website, excellent iPhone and Android applications, which are well worth downloading and trying out even if you don’t go there, because they are excellent examples of getting it right. They also have a Facebook page, are on Pinterest, YouTube and much more.  Many of these pages are updated daily and their use of social media and location is matched by their professionalism when you visit. It is little wonder that they do exceptionally good business. Anyone looking at how to grow their destination business could do well to use them as an example.

There are several plantations in the area, but this one is by far the busiest and I am sure it is their use of technology combined with Southern hospitality and attention to detail at all levels that gets random people like me from the other side of the world to visit. If you are in Australia or New Zealand and want to do something similar, we have partners at GeoSmart who can assist, but you do need to understand that setting up applications and pages are the start, not the end. It is not build it and they will come, it is about maintaining it consistently and engaging with people. This will come up again and again during this series of blogs about road trips and FIT tourists and travellers.

The Near Future in Mobile and Location

When I got my first in a series of Palm’s (I still have most of them including the Handspring Flossmaster) people looked at my as if I was a geek. OK maybe I was, but I was only doing what many or most of you are doing now, mobile computing. OK, the dental floss dispenser was a bit of a gimmick, but a very cool one and it was actually done as a promotion, not as a serious concept.

Handspring Flossmaster

So back in the 90′s I was reading eBooks from Fictionwise and other sites which are amazingly still there even though Palm and Handspring are long gone. Fictionwise was already there before Amazon was launched and several years before the Kindle existed. I used to use my PDA during dead moments in-between appointments, while exercising etc. I had apps for Africa, work outs, diaries, games, even mobile email at 9.6kbps on my Ericsson mobile with its expensive Bluetooth dongle.

I helped introduce the first Symbol Palms in New Zealand with bar code readers and whilst they are now running a different OS they are fundamentally being used for the things I suggested such as warehouse inventory management, field sales automation, ticket management at events and so on.

Then my devices got audio and became phones, so I could listen to music, podcasts and started publishing my own podcasts and getting my songs on other people’s shows through to the last few years when my Smartphones got GPS. During that time we went from PDA’s that could also function as phones through to now where our mobiles are powerful computers that are as ubiquitous as I said they would become.

So here are a few thoughts on what is coming next, things that you dear reader are likely to take for granted within the next few years.

As a consequence of your use of check in functionality on your mobile using Facebook, Foursquare, Google+ or whatever software you chose, details about your interests, your friends and family and your activities will be profiled along with most of the people you know. You will get notifications based on where you are and your interests, on your mobile offering you relevant deals as well as a load of spam that will have you wondering whether you should disconnect alltogether, but you won’t.

Your mobile will be your multi-modal navigation device, not just while driving or keeping the cabbie honest, but walking, running, hiking, boating, shopping, providing navigation on the road and even inside buildings such as shopping malls, hospitals and university campuses. You will be able to see where your friends and family are and you will be offered deals based on mutual interests and be able to buy them and pay for them on your mobile.

You won’t have to carry loyalty cards any more. They will be maintained on your mobile which will give you the option of looking for deals, comparing prices and getting directions to the nearest retailer with whom you are a loyalty member. You will also have the option of having your mobile notify you of deals based on its prediction of your needs. For example on a Saturday morning when it sees you are buying garden tools at the DIY, it may offer you a promotion at the nearby garden centre which is uniquely created for you.

You will have a personalized newspaper on your mobile which carries both stories and advertising offers of specific interest to you. You will be surprised at first at how relevant they are. You won’t have to search for stories any more and you won’t be pushed information you are not interested in. You will only buy newspapers on rare occassions and within a few years printed newspapers won’t be available any more.

Music is an interesting one and the way you enjoy it will change dramatically in the near future. Within 24 months music CD’s will be out of production and you will either subscribe to a music service with a monthly subscription or possibly it will be offered as part of a mobile offer from your telecommunications provider. The question at the moment is whether the major music provider will be Apple, Nokia,  Vodafone or a service such as Spotify.

For those who want to really get into their artists, you will be able to download apps. Several years ago I wrote a piece for NetGuide, which they declined to publish. I said that CD’s would die because the record companies were not providing any added value. I suggested that they add music videos, interviews, digital photos, background stories, lyrics etc to the media. It wouldn’t have cost them anything because it was all material that they already had access to. Anyway, long story short, guess what is already available to an iPhone, Android or other device near you? All of those things. Bands and their management are using off the shelf tools to put all of these things onto mobile devices including gig calendars, social media and the ability to purchase event tickets and merchandise from within the applications. They will also allow you to communicate with other fans from within the applications and future functionality will include the ability to remix tracks and record your own cover versions to share with other fans. Competitions and special offers will also be included.

In future when you go to a concert you will be able to hold your mobile up towards the stage using facial recognition to identify the performers using augmented reality and take tagged photos showing the names of the artists and of course the location the photos or videos were taken. Of course the facial recognition will also identify your friends and associates for posting and sharing on your favorite social media pages.

I could write a book on this stuff, but I thought it was time I shared a few things with you before they start happening and you take them for granted. I like being able to say “I told you so”.

In finishing I note that Apple have just filed a patent on mobile facial recognition. They also mentioned biometrics, funny, I still have a HP iPaq with a finger scanner. Want to know more about facial recognition? Here’s a quick 2 minute primer.

More on Location Based Applications and Privacy

In an article at LBS Zone, LeClairRyan attorney Kevin D. Pomfret says businesses should step forward to educate Congress and executive agencies such as the Federal Trade Commission (FTC) about the breadth and scope of location-based technologies, as well as the industry’s enormous potential.

This is something I have been saying for some time in past blogs. If we get Location Based Services applications right, they can enrich our lives in so many aspects. For example:

• B2C Marketing. I would welcome personal location based marketing, based on my location, time and interests. Tell me if there is a hot deal on a new guitar pedal or music software as I drive past a music store on a Saturday. My girls would love to be told there is a 2 for 1 coupon on the latest summer fashion as they walk past a shop and their colors and sizes are in stock.
• Health and safety. If one of my relatives is ill and needs medical help while on vacation, a blind or disabled person becomes disoriented, a diabetic travels and forgets their insulin, a car’s airbags deploy on a remote country road. These are all instances where consumers can be aided by LBS apps and help directed to them with ease.
• Entertainment. Rugby World Cup year starts in less than 24 hours in New Zealand. Wouldn’t it be great if people can sign up to services that know where in the country they are, what they are interested in and can guide them to other activities based on time of day, interest and location? It could be golf, a cultural performance, Happy Hour, a concert or music festival, you could opt in before hand with your interests so if you are a ballet fan, you don’t get guided to a Christian Death Metal Grunge Fest.
• The Road Trip. An application that provides car navigation, access to traffic information, entertainment, allows you to connect to your social networks, upload photos and blog, find ‘friends’ close to you and more.

We’ll see more of these in 2011, along with apps from Facebook, Google, Apple, Foursquare, Groupon, Twitter and hundreds of others. But what about the risks?

When you sign up for these applications, do you know who you are giving access to? Do you know whether you can opt out? Do you know of the service has the ability to delete your information if you decide to opt out. Often the services themselves don’t have that ability because Google and other services have cached it and even if they delete it, it still exists in other places.

It is a well know fact that criminal elements already use sites such as Facebook to identify people they want to commit crimes against. It might be that they want your car, your jewellery, your 65″ 3D TV, all the Christmas presents you displayed on your profile, or just to ransack your house. It may be nothing to do with you, as they say in the movies “Nothing Personal, this is business”.

You could follow this thread and think, this guy is anti LBS. Wrong, its how I make my living. I love it for what it can do for me and you. I just worry about how it can be used and believe it is incumbent on the developers to make the applications as safe as possible, to provide privacy controls and make sure people know how to use them. They might also want to consider liability insurance. I’ve heard of insurance claims by people who drove their cars into rivers because their nav told them to turn right. It won’t be long before there are claims from people saying that it is the fault of the social media location application, which indirectly told a car ring that their expensive sports car would be parked at the airport for 2 weeks.

The article that set me off on today’s blog was about educating politicians, something that needs to happen all over the world, because these applications go international very quickly. It is also necessary to educate the developers because they are focussed on what they want people to be able to do with their apps, not the inherent risks of uses they hadn’t considered. I often want my ‘friends’ to know where I am, but I don’t want people who are not my ‘friends’ to know where I am or where I am not.

This is not my first blog motivated by Pomfret. In September I wrote about Location Based Apps and Trust, prior to that Proximity Based Marketing and Trust, and a whole series of blogs around Who’s Looking at You on Facebook. In one of them I thought up a name at random, searched for someone with that name and found out a huge amount of information about the person. I found it to be very scary, what I could find out about that person. Add location to that mix now and it could become downright dangerous.

Of course the tables can be turned on crims as well as law enforcement agencies can use the same apps to find out what they are up to and where.

Farmville and the new Virtual Economy

The computer gaming industry is of course massive and simulation games have been popular for a long time. Traditionally though, game makers made their money by selling games and upgrades for games. The SIMS being one of the best examples. I must admit to having enjoyed some of their games in the past, especially the classic Sim City.

Zynga has taken this to a whole new level of success with Farmville, a sim game which has become incredibly popular on Facebook. People pay real money to buy virtual tractors and other items in the game. This has now gone to such an extreme that Tesco is now about to start to sell real money vouchers in their stores.

In About Us on Zynga, they emphasize that their games are free, which is totally true, but there are elements in many of their games where you pay money to buy virtual things, or for example in the poker game, to buy back in to the weekly tournament if you lose your chips.

This adds an amazing dimension to this free game business. According to industry experts, as reported on Rev2.org, Zynga could be worth as much as US$5 Billion, which they predict could double in the next 5 years. Seems the concept of free and internet based games may have some commercial merit:)

Location Based Applications and Trust

I just read a blog by Kevin Pomfret, Executive Director of the Centre for Spatial Law and Policy, about the decision of Craigslist to pull it’s Adult Services section after finding out that people had been using it for prostitution and trafficking of women and girls. He suggested that people developing geolocation applications needed to also consider privacy of users in the same way.

I totally agree. Already there are many anecdotal stories of people using Facebook and other stories to target empty homes. One story in Mail Online called Facebook a shopping list for burglars. It went on to suggest that insurance companies might increase the risk profile of clients who have social networking accounts.

Now of course we have Facebook Places, which starts by checking the city your IP Address is based in and then invites you to let it know exactly where you are. There are bound to be loads of Facebook applications for mobile that will use the GPS in your phone to check exactly where you are. Great for stalkers who want to find you and for others who want to know where you aren’t and such as when you are not at home.

For more on this, check out my blog on Who’s Looking at you on Facebook?

Now don’t get me wrong, I am totally into location based services. I just want to make sure that people understand what they are getting into when they start using them. An application I really like is foursquare. It has rewards for people who use it such as points and badges. You can see where your ‘friends’ are, which is great if you want to catch up with them. I recommend if you do that, you make sure you actually know and trust your ‘friends’.

As foursquare starts to work towards monetizing, a good thing to do for application developers:) they are now selling advertising and encouraging locations to offer deals based on proximity. For example, if you become Mayor of a location you can get special deals. If you are Mayor of Auckland Airport for example, you can get free entry into the Koru Lounge. The cool thing about that is that the advertiser doesn’t have to know who you are and has no way of knowing who you are unless you tell them.

That’s one of the places I want to go with proximity based marketing. I would like to see Happy Hour applications and be offered deals based on product segments I’m interested in, at times when I am not only in proximity, but also when I am open to an offer. Offer me a 2 for 1 deal at a bar on a Friday evening, but not on a Monday morning. Give me the ability and an incentive to invite my friends, but I don’t want the advertiser to to have access to my friends details unless they want to provide them.

Opting in and informed consent is crucial for location based marketing. There is a Code of Practice for Direct Marketing in most countries. Proximity Based Marketing is even more important and for applications to become accepted, we need to be able to trust that our privacy and security is protected. This is particularly important for children and young adults who could easily be targeted by dangerous criminals.

Informed consent is a key issue here. Most people don’t read End User License Agreements. Do you know the rights you have bestowed on Microsoft when you open Microsoft Office? Did you read them, or did you just tick the box and start using it. In the Windows 7 EULA it says “b. Use of Information. Microsoft may use the computer information, accelerator information,
search suggestions information, error reports, and Malware reports to improve our software and services. We may also share it with others, such as hardware and software vendors.”

If you use any application, especially a location based application, you need to clearly understand what privacy it allows you and what your potential risks are. More on this in the future. In the meantime, the onus is on the application developers to protect the interests of the users if they want to encourage them to use their applications.

When The Hyperfactory started in mobile marketing, they got together with advertising agencies and other interested parties and formed a wireless marketing association. One of the first things the association did was to form a voluntary code of practice. I believe the same thing needs to happen for location based applications and quickly.

Your Ashes on Record

I’ve lost friends and a family member recently which has led me to think about what I would want to do with my ashes. We don’t often face our mortality and a number of topics have come up recently. For example, what happens to your social networking and web presence when you die. One solution I discussed in a previous blog was Legacy Locker, who can provide access  to your records to anyone you want to access them. Do think about the consequences of this though, especially who you provide access to.

Another topic that I have pondered on is my funeral. No I’m not planning to die anytime soon. Hopefully I have at least another 40 years on this planet. But I would like to have control over at the very least, the music that is played. I have a few tracks in mind, like Santana’s Samba Pa Ti, which I love. I’d also like to have at least one of my own songs that I have recorded, but I am hoping that my best work is yet to come, so that may change.

I definitely plan to be cremated. I hate the idea of worms crawling through my bones. So what to do with my ashes. Well I think I’ve found the perfect solution. A company called Add Vinyly will press your ashes into 30 records containing 24 minutes of any audio content you want. Now you can not only have control of what’s played at your funeral, but you can be a physical part of the performance and any of your friends who want to can have a piece of you so to speak.

What do you reckon?

Location Based Film

If you have been following my blogs, you’ll be aware that I am very passionate about the mobile and Location Based Services technologies. I am always checking out new concepts and many of them are variations on the same theme. This doesn’t make them less interesting, although one of the issues I want to work out is which ones offer a unique perspective that will allow them to be The Next Big Thing. That doesn’t necessarily mean it has to be the next Facebook or Twitter (which many people said was just a waste of time, in fact many are still saying it is going nowhere and won’t make money. You won’t hear that from me).

One that I recently found out about is GPS Film. GPS Film is an open source tool that allows film makers to produce a movie that people watch on their mobile smartphone. The film segments or chapters are triggered by the mobile being in certain locations. The example on the video below is a film called Nine Lives which was filmed in Singapore. The comedy which you watch on your iPhone or other Smartphone begins with a climax and then in order to see the rest of the film, you need to go to the locations where it the film was shot in order to see each clip. The GPS on the phone is the trigger to allow you to see the next scene.

This has amazing potential as a tourism tool. Imagine doing a road trip of New Zealand following a movie like Goodbye Pork Pie, or checking out some of the great spots in NY State from the movie Road Trip, where you have to be in those places to view each segment.

Now come a little back to earth and think about what you can do, and what Singapore has done with ‘Nine Lives‘. What a great entertaining way to explore a city. This looks to me to be a dream for tourism organisations. Given that it doesn’t have to offer a full cinematic experience, a cool film can be made with a modest budget, perhaps sponsored by businesses such as tourist attractions, accommodation providers, food and beverage chains, which would provide locations for segments of a movie. Did I mention it is Open Source?

This is definitely food for thought and a great opportunity around major events such as the Rugby World Cup next year. Check out this short video to see what I mean.

The Internet as a battlefield

I’ve been trying to work on this post for ages, but never seem to get it finished. The more I think about it, the more tangents I head in, so here’s a start anyway. Maybe you can add a comment to the thread.

When we, Joe Citizen think of warfare, the common picture is either soldiers, tanks and planes, or more recently terrorist attacks. Information warfare is not a topic that we think of very often.

Of course using media such as radio, print and TV have been used for decades to provide disinformation, but now that we have the Internet, there is potential for a new front that could cripple economies and cause massive disruption to life as we know it.

Last month 14 Virgin Blue flights were cancelled in Melbourne when a broken cable disrupted their computer systems, stranding thousands of passengers. A total of 48 domestic flights were cancelled as a follow on of this problem.

Periodically there are major EFTPOS failures, which can happen at the worst possible times. For example in 2005 the EFTPOS network in New Zealand broke down for 2 hours on 23rd December. The estimate was that around half a million transactions were lost on one of the busiest days for retailers in the year. Millions of dollars in transactions were lost because people don’t really carry cash any more.

In November last year Brazil and some of Venezuela lost their power. Nine of Brazil’s states were out of power, representing millions of people. Whilst many complained they couldn’t watch their favorite soap opera, traffic lights were not working, trains weren’t running and parts of the country pretty much ground to a halt.

If a country or a terrorist organisation wanted to cause chaos or in some way to a country or city in the modern world, it would be incredibly easy. In Holland a guy called Max Cornelisse has created chaos and recorded it on YouTube to show how easy it is to disrupt services we take for granted. Amongst other things he has meddled with electronic signs on freeways, opened and closed bridges over canals from his PDA, sent people running from one platform to another by controlling automated PA messages at railway stations and in this YouTube Video he controlled the autoprompter at a Dutch TV station causing confusion to the newsreaders on live TV. Unfortunately it is in Dutch, but you’ll get the idea.

This is just a guy having a little fun, but what could you do if you seriously wanted to disrupt a country or city. What chaos would you create simply by shutting down the Internet. How would your business function without the Internet? How would your community function without the Internet? Imagine no email, no Voice over IP, no web browsing, no IM, no Facebook or Twitter? No online share trading. No banking, no EFTPOS, no ATM’s and who carries cash?

That’s just for starters. I wonder how long it would take for a major city, like New York, London or Amsterdam to fall into chaos? What would happen after a day, a week, even longer?

Last week there was a story on NPR about cyber terrorism. It quoted USA Director of National Intelligence, Dennis Blaire saying that “Every single day, Blair said, sensitive information is “stolen from both government and private sector networks” as criminals become increasingly more sophisticated.”

Interestingly on 16 February 2010 an event will take place in a simulated Whitehouse Situation Room which is scripted to emulate a cyber terrorist attack. Those taking part will include former Director of National Intelligence John Negroponter and former Homeland Security Advisor Fran Townsend, who will have to work out how to deal with it as it plays out.

This has happened shortly “after the House overwhelmingly passed The Cybersecurity Enhancement Act. Something that gives the Obama administration the power to switch off the Internet,” according to Techeye. For more on the Act, check here.

Just as a final thought for now. If you know how to defend against an attack, you also know how to initiate one. I’m not for a moment suggesting any Western power would do that, but given the right circumstances…….

I am very happy to be living in New Zealand in that respect. Although we have allowed ourselves to become very dependant on our friends and allies, not even able to fully feed ourselves if we bacame isolated.

Proximity Based Marketing and Trust

In a previous blog I talked about how brands such as Subway could use Location Based Services (LBS) to promote their products to school students as a next step from their service where you can text your order through to the store. Location (x3) used to be the mantra of the retail industry, especially when consumers didn’t move far from their homes or work area. Of course today people are far more mobile.

I have frequently spoken about the value of PR as being far superior to advertising, which is a major problem for advertisers themselves. With Tivo, MySky and other services we can avoid TVC’s and with more and more people going online for their news, the advertising in print gets less views. The key point I make though is that people don’t trust advertising. In my Geosmart Blog, I wrote about the impact of this and the need to find different ways to deal with this.

Earlier this year in Amsterdam I spoke to a number of people who are developing expertise in the areas of social networking’ LBS and proximity based marketing and a common thread to this was in fact trust.

The marketers tell us that if the guys wear Lynx hygiene products, the girls will come running. In a previous blog, Why Do People Still Smoke? I showed a video of a doctor expousing the benefits of smoking. It’s no wonder that marketers and sales people are often looked at as shiny shoed spin doctors.

In 2006 Gallup asked pollsters to rate the values and ethics of a number of industry groups. Advertisers scored 11% on the high trust scale. Harris did a similar poll the same year and found that in contrast 66% of people trusted the ordinary man or woman in the street.

Amongst the changes that are happening in many areas these days are consumer advocates. Because people don’t trust advertising, and in many cases with good cause, they are turning to other consumers for advice. When I went to Jamaica a couple of years ago, I used Travelocity to read reviews from people who stayed at various resorts and used their feedback to book my stay and was pleased to find everything as I expected. As a consequence, I also used them to make my booking.

If 66% of consumers are happy to trust the man in the street, then what if we could give them access to their peers. This is of course where social networking comes in. Typically in a social networking environment, whether it is Twitter, LinkedIn, Facebook, MySpace, doesn’t matter, we end up developing online relationships (and real ones) with people that we associate with, that share our values and interests.

Mobile phones now offer a vehicle to extend the social networks into location. People now meet up in different parts of the world as a consequence of their location. I can use a number of applications to ask people in my network about local shops, accomodation or anything else. If I’m in LAX  for 6 hours waiting for a connecting flight, I can go onto Twitter on my mobile and see if any of my friends are nearby, or ask them what’s worth seeing, where is a good place for a coffee or a meal etc. I will then get their recommendation based on their local knowledge or experience. I can trust their feedback.

So I was talking about Proximity Based Marketing. If consumer advocacy is the most reliable form of marketing, there is an opportunity for brands to harness this. Off course the codicil is that they have to provide a great product or service because otherwise the mention will be poor and they need to be consistent.

One concept I’ve considered is a loyalty program around a hospitality brand, it could be a chain of bars, cafes or any other organisation. They could have a program whereby you got rewards for bringing other people to their establishment. For example, use a social network around their brand (a starting point could be as simple as a Facebook Fan Page) and then use your mobile to see which of your friends are in the neighbourhood. You could have an impromptu meet up at Starbucks and have the ability to send your friends an electronic coupon on their mobile, together with turn by turn directions and a map, to show them how to get there.

I’ve blogged previously about distressed inventory and Proximity Based Marketing. Imagine you go to the Cirque du Soleil and book via your ticket agency who is also a social networking site, such as EventFinder. A few hours before the show you get a TXT message offering you a deal if you can entice some other people to come along. You then use the location part of their application on your mobile to see where your friends are (as I do with Google Latitude) and send them a message with an electronic coupon to join you at the show, with a 40% discount.

A number of popular web portals, such as AA Maps, Wises, Google, allow you to rate / review businesses or locations on their portal. Wouldn’t it be good if you could access this data on your mobile in real time? But it would be even better if you can link a real time recommendation from a ‘friend’ to a location based service. Where’s a good place to get a coffee at Miami Beach? A friend replies with a name of a cafe, which automatically gets linked to their geocode (location coordinates) and as your mobile knows where you are, it can then request and display turn by turn directions and the map. The friend then adds, “If you can get there for 2PM I’ll meet you there.”

All the pieces are already in place and Beta sites are starting to pop up, offering these sorts of services. GeoSmart can provide the tools and data required for New Zealand and are already working with parties to support better maps and Location Based Service for New Zealand. Perhaps you should start thinking about how you can use location and consumer advocacy to drive forward your business.

If you feel that my blog is interesting I would be very grateful if you would vote for me in the category of best blog at the NetGuide Web Awards. Note that the form starts each site with www whereas my blog doesn’t and is of course http://luigicappel.wordpress.com.

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