Tag Archives: location

SXSW Day 4: The Network Effect of Foursquare

15th March 2011

It’s never easy explaining Foursquare to friends outside of the social media world. “So you check-in, get a virtual sticker and once in a while find a coupon…right.” Well yes, sort-of.

If you have downloaded Foursquare 3.0 in the last week, it’s clear to see Foursquare sees itself as far more than virtual stickers and 10% of coffee every 10 check-ins. Today, Dennis Crowley, Co-Founder of Foursquare, set the record straight and gave SXSW a glimpse into how the app is changing the way people interact through technology.

Crowley explained how the vision for Foursquare all along has always been more than badges. The vision has been taking the device in your pocket and creating an archived experience, a history of where you have been, with who and where you are off to next. Think Amazon, for daily activities he says.

Foursquare 3.0 and beyond will strike the core motivation behind location based technology of connections and then keep them all in one place for you. For example, when I arrived in Austin a few days ago and checked-into the airport I was greeted with a message saying “the last time you were in Texas was in October 2010 with Kate Larson.” Now that’s cool. It’s not all about where am I right now, but where have I been and where my friends advise I should head next.

While deals platforms like Groupon succeed in driving new customers, Foursquare is focusing it’s sights on repeat customers and loyalty. So far 250,000 merchants have activated deals on Foursquare, they are building communities, digital and physical and are reaping the rewards.

Driving users who are ready to explore their own backyard is what Foursquare is all about, and the path is quickly becoming clear. “It’s more than cute, we are making neighborhoods easier to use and encouraging people to do more interesting things” says Crowley. After today’s discussion, I now know I have a few more motivating factors in my location based defense and I personally cannot wait to see how this space expands in 2011.

Making Digital Physical

18th February 2011

Here in DIG, we talk often about how to connect your digital marketing plan to more traditional outlets. Although a campaign that attracts millions of Facebook or Twitter impressions is excellent, what good is it if it has no implications for consumers to react in their physical worlds as well as virtual?

It’s what Jeff Hilimire likes to refer to as digital-physical-digital.

Start a conversation online, have a consumer react in the physical world and return to digital to spread the word. A long standing yearly campaign that launched this month, seeks to do just this.

If you’re not familiar with the Diet Coke Heart Truth campaign, it kicks off each February promoting heart health and awareness of heart disease in women. In case you didn’t know, heart disease is the number one killer of women.

This year, Diet Coke has elected to do quite a few pretty cool things with the campaign by creating a virtual capture the flag game across multiple activations:

Capture flags online: See a flag on a Coca-Cola site, click it and a donation of $0.10 is made.

Capture real flags: See a flag in an actual location, check in on Facebook places and another donation of $0.10 is made.

Plant flags online: Share a flag on Facebook or add one to your personal blog or website. Upping up the ante, a donation of $0.50 is made.

Plant real flags: Print out a flag template create your own actual flag. Create a location using Facebook places using the words “Heart Truth” in your location title. Going further, a donation of $1.00 is made.

So what are you waiting for? Get out and get playing. Oh, and learn more here.

The Gaps in Facebook Places

11th November 2010

Last weekend, Facebook launched the ever hyped Facebook places deals and in true Facebook fashion, they had some of the best deals available with their launch partners. Naturally, I set out to explore and try my hand at a few to see how it all worked, here are my reactions:

1. Ease of use: 8 out of 10. Finding the deals was fairly simple, just login to Facebook places and similar to Foursquare if you are near a deal location, it pops up before you even check in.

2. Claiming the deal: 6 out of 10. Here’s where things got tricky, it was easy to check in and get the deal, but it looks like Facebook may have rushed on getting this out (surprised aren’t you?). The verbiage for “claiming” a deal is pretty much the same from place to place, so there is no way of knowing if the deal has run out.

For example, I checked into Gap around 7 pm expecting the deal for the first 10,000 customers to be sold out, however, when I checked in, I was shown a screen saying I had in fact gotten the deal and there were “over 100 remaining.” when I showed this to the cashier, he explained the deal had run out in a matter of minutes that morning, was no longer valid and despite what my phone said, he couldn’t take it.

I wasn’t too upset to not receive the jeans, I wasn’t expecting them, but since Gap had set up the promotion to end at a specific time rather than after a specific number of checkins, it left many customers out in the cold, and VERY upset.

However, at a visit to H&M where the deal was 20% off a purchase, a deal that also ended on a specific date but had no limit, it worked perfectly.

3. Sharing: 6 out of 10. Upon checking in, the deal is shared on your Facebook profile. As Facebook places has higher priority in a person’s newsfeed, this is excellent for the variability of a brand. However, when it backfires, as Gap did for me, it gives false information to friends.

4. Expectations: 7 out of 10. If Facebook can fix bugs like deal availability when brands create them, Facebook places has the potential to be a game changer. But, if Facebook continues to keep Places as a top priority in the news feed and continues to automatically publish to a users wall, the spam nature a Facebook deal diva may turn some people away from the tool all together.

What are your thoughts on Facebook Places deals? Have you used them or are you sticking to Foursquare for your location based sharing? And if you did score a pair of these elusive jeans, let me know in the comments 😉