Tag Archives: Foursquare

Making the Real World Easier to Use: Foursquare

I wanted to post Dennis Crowley’s keynote from SXSW.  As usual his thoughts are interesting.

#sxsw #EasyWorld

 The term “social media” is quickly becoming obsolete. The social graph is moving from our computers into the real world, and soon everything we experience will be overlaid with the thoughts and feelings of our friends. Early adopters are already starting to experience this phenomenon. For instance, foursquare alerts you when you’re near places that your friends like, and provides you with suggestions from your friends on what to experience at those places. Other companies are attempting to create this type of engagement with television shows (“10 of your friends are watching!”) and music. In this session, Dennis Crowley, Co-founder and CEO of foursquare, will have a conversation about how mobile technology is accelerating the social graph’s move into the offline world, and how services like foursquare are taking this kind of augmented real-world exploration mainstream.
Dennis Crowley CEO/Co-founderFoursquare

Facebook Places Pulled, Foursquare and Gowalla Rejoice

Rest in peace, Facebook Places. At least that’s what all 6% of the people who actually used it might be saying. It looks like Foursquare is going to win the location-based check-in service battle, as Facebook announced yesterday it would be killing the Facebook Places check-in feature within its mobile app.

Facebook’s Places feature, released a year ago, was thought by many to be a viable competitor to other popular check-in apps like Foursquare and Gowalla, given Facebook’s large user base. However, by last October, only about 6% of Facebook users were touching the service.

Facebook did reveal that, while it is killing Places, it will optionally add locations to users’ status updates or pictures. How useful will it be? Only time will tell, but we think not that useful.

Other check-in applications like Foursquare and Gowalla are likely doing the opposite of mourning Facebook Places’ death. Foursquare, which now has over 10  million users and more than half a million businesses offering deals in conjunction with check-ins, has been especially active lately, recently adding the ability for users to check-in to specific events rather than just the venues associated with them. The company has also partnered with several daily deals sites (LivingSocial, Gilt City, Zozi,  AT&T Interactive, and BuyWithMe), providing better deals to customers that check-in.

Marketing Takeaway

Social media platforms come and go every day. While it’s important to keep tabs on what’s new on the scene and how it can impact your marketing campaigns, be mindful that not every shiny new toy will serve a meaningful purpose in your marketing mix. Not every new social network will be as successful and useful as Facebook, LinkedIn, or Twitter. Similarly, not every successful social media tool will be applicable to every business in every industry.

Pay attention to how people are adopting use of new tools and trends. If they seem to be attracting use from your target audience, consider ways you can take advantage of their popularity in your marketing efforts. That said, don’t overly rely on any one tool. Considering the number of users and the widespread use of Facebook, Facebook Places seemed promising. Now look where it is…


What’s with Foursquare’s Times Square ad?

It’s been a big few days for location-based service Foursquare, which just hit 3 million users and also became the centerpiece of this gigantic advertising ziggurat in Times Square.  It’s unclear what kind of deal made this ad happen, since it seems unlikely Foursquare could afford such a high-profile placement. On his blog, Foursquare’s Tristan Walker thanks the sign’s owner, apparel company American Eagle, but also says the ad was designed by Foursquare’s own designer, Mari Sheibley (aka, the woman who draws the badges). If it’s true, as reported by Mashable, that no money changed hands, this could be a sign of a growing partnership between American Eagle and Foursquare, or that American Eagle sees a lot of value in getting more people checking in (the retailer offers a 15 percent discount for Foursquare users). Either way, it’s a huge publicity boost for a service with competitors ranging from the scrappy Gowalla to Facebook, a site whose users outnumber 167 to 1.

 


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