Location Based Social Networks and the Arts
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Location Based Social Networks and the Arts

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Location based social networks have grown enormously in the past 2 years. We'll dive deep into Google Places, Yelp, Facebook Places, and Foursquare with nonprofit arts data nationally and specific to ...

Location based social networks have grown enormously in the past 2 years. We'll dive deep into Google Places, Yelp, Facebook Places, and Foursquare with nonprofit arts data nationally and specific to San Francisco, as well as a few case studies. Lots of screenshots, and graphs too!

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    Location Based Social Networks and the Arts Location Based Social Networks and the Arts Presentation Transcript

    • Location BasedSocial Networks & the Arts Social Media Masterclass April 18, 2011 Z Space, San Francisco@devonvsmith http://www.flickr.com/photos/kylesteeddesign/
    • Our Agenda 10 minutes 4 minutes 6 minutes 10 minutes 30 minutes 15 minuteshttp://www.flickr.com/photos/tonx/
    • What’s an LBS?“an information or entertainment service that uses thegeographical position of a mobile device” -wikipedia the game the crisis map the search the business the discount cardthe check in the augmented reality the random group experience the review
    • A Million Ways to Check In always on GPS touch phone audio signal audio signal smstap your phone (NFC) via another LBS wave your phone bump your (RFID) phonesnap a photo (QR) mobile-enabled browser
    • Google Places Facebook Places Yelp Foursquare Users 50 million + 30 million + 45 million 9 million Age 1.5 years < 1 year 6.5 years 2 years Location 42 countries 22 countries 8 countries 200 countries Boost ad, Google tag, Venues can pay for Ads Ads Badges AdWords Verify venues by phone or postcard phone or uploaded docs phone phone, postcard, or email % of activity is mobile ? 25% 35% 90% claimed venues / 6 million ? 8% 250,000 % venues classified arts Venues can offer coupons deals (beta) coupons, specials & deals specials Users with special n/a n/a elite squad super users powers Game Mechanics n/a n/a Royalty & Badges Mayor & Badges Scraped from the web & Reviews are User added comments User added reviews User added tips user added reviews Bottom line? SEO Increase Reviews Loyalty Page Likesas of April 2011
    • Who?
    • Who? Why?
    • What about San Francisco Arts Orgs? Foursquare = 304 Facebook = 14222 different kinds of arts orgs from around SF:6th Street Playhouse Livermore Valley Opera Stern Grove FestivalCalifornia Shakespeare Theater Meridian Gallery The San Francisco Gay Mens ChorusChildrens Discovery Museum of San Jose Montalvo Arts Center Theatre Bay AreaCommunity School of Music and Arts (CSMA) Ross Valley Players Town Hall TheatreContemporary Jewish Museum San Francisco Opera Yerba Buena Center for the ArtsCounterPULSE San Jose Institute of Contemporary Art Z SpaceCreativity Explored SOMArts Cultural CenterKuumbwa Jazz Stanford Jazz Workshop
    • What about San Francisco Arts Orgs? Foursquare = 304 Yelp = 49 Facebook = 142 Google = 822 different kinds of arts orgs from around SF:6th Street Playhouse Livermore Valley Opera Stern Grove FestivalCalifornia Shakespeare Theater Meridian Gallery The San Francisco Gay Mens ChorusChildrens Discovery Museum of San Jose Montalvo Arts Center Theatre Bay AreaCommunity School of Music and Arts (CSMA) Ross Valley Players Town Hall TheatreContemporary Jewish Museum San Francisco Opera Yerba Buena Center for the ArtsCounterPULSE San Jose Institute of Contemporary Art Z SpaceCreativity Explored SOMArts Cultural CenterKuumbwa Jazz Stanford Jazz Workshop
    • shows up in universal search,maps mobile app, Hotpot reviews,google.com/maps
    • shows up in universal search,maps mobile app, Hotpot reviews,google.com/maps get access to venue analytics
    • shows up in universal search,maps mobile app, Hotpot reviews,google.com/maps get access to venue analytics important that this exactly matches your website for SEO (20% of searches have local intent)
    • shows up in universal search,maps mobile app, Hotpot reviews,google.com/maps get access to venue analytics important that this exactly matches your website for SEO (20% of searches have local intent) you can offer coupons or updates for free
    • shows up in universal search,maps mobile app, Hotpot reviews,google.com/maps get access to venue analytics important that this exactly matches your website for SEO (20% of searches have local intent) you can offer coupons or updates for free you can respond to reviews by google users
    • open up the browse venuesGoogle Places app by category
    • open up the browse venues learn (a little) more rate the venueGoogle Places app by category about the venue
    • open up the browse venues learn (a little) more rate the venueGoogle Places app by category about the venue Google has experimented with window clings and other events in Portland, Charlotte, Madison, Austin,Vegas
    • open up the browse venues learn (a little) more rate the venueGoogle Places app by category about the venue Google has experimented with window clings and other events in Portland, Charlotte, Madison, Austin,Vegas Google Hotpot is a recommendation engine for users that utilizes Google Places
    • open up the browse venues learn (a little) more rate the venueGoogle Places app by category about the venue Google has experimented with window you can pay for Google tag, clings and other events in Portland, AdWords, or Boost Ads Charlotte, Madison, Austin,Vegas Google Hotpot is a recommendation engine for users that utilizes Google Places
    • Ask: How much of your traffic is driven by local search? 1. Monitor analytics (Google will email them to you every month) still confused? http://bit.ly/GooglePlacesYouTube
    • Ask: How much of your traffic is driven by local search? 1. Monitor analytics (Google will email them to you every month)2. Respond (as necessary) to comments still confused? http://bit.ly/GooglePlacesYouTube
    • Ask: How much of your traffic is driven by local search? 1. Monitor analytics (Google will email them to you every month)2. Respond (as necessary) to comments 3. Consider coupons, updates, google tags, boost ads still confused? http://bit.ly/GooglePlacesYouTube
    • claim your place.if you don’t have a place yet, you must be in physical location to create
    • if you merge your page &place, you lose ability to setlanding page, but gain these 70 “likes” claim your place. if you don’t have a place yet, you must be in physical location to create
    • add photos & info similar to your Facebook Page if you merge your page &place, you lose ability to setlanding page, but gain these 70 “likes” claim your place. if you don’t have a place yet, you must be in physical location to create
    • add photos & info similar to your Facebook Page if you merge your page &place, you lose ability to setlanding page, but gain these 70 “likes” claim your place. great idea to if you don’t have a place yet, post & let users you must be in physical know you’re location to create paying attention
    • add photos & info similar to your Facebook Page this is where a deal would show up if offered if you merge your page &place, you lose ability to setlanding page, but gain these 70 “likes” claim your place. great idea to if you don’t have a place yet, post & let users you must be in physical know you’re location to create paying attention
    • open Facebook app, select Places
    • open Facebook app, see where select Places friends are
    • open Facebook app, see where search for select Places friends are nearby places
    • open Facebook app, see where search for check in & discover select Places friends are nearby places tag friends Facebook Page this is where a deal would show up if offered
    • Ask: Could your Page activity be improved via Places? 1. Monitor Place analytics http://bit.ly/FacebookDealsPDFstill confused? http://bit.ly/FacebookPlacePDF
    • Ask: Could your Page activity be improved via Places? 1. Monitor Place analytics 2. Monitor Page analytics In the past, Facebook has prioritized check-ins in the newsfeed http://bit.ly/FacebookDealsPDFstill confused? http://bit.ly/FacebookPlacePDF
    • Ask: Could your Page activity be improved via Places? 1. Monitor Place analytics 2. Monitor Page analytics In the past, Facebook has prioritized check-ins in the newsfeed3. Respond (as necessary) to comments http://bit.ly/FacebookDealsPDFstill confused? http://bit.ly/FacebookPlacePDF
    • Ask: Could your Page activity be improved via Places? 1. Monitor Place analytics 2. Monitor Page analytics In the past, Facebook has prioritized check-ins in the newsfeed 4. Consider Facebook Deals3. Respond (as necessary) to comments http://bit.ly/FacebookDealsPDFstill confused? http://bit.ly/FacebookPlacePDF
    • coreexperience is the user review
    • coreexperience is the user review unlock your venue
    • coreexperience is the user review unlock your venueadd the story of your org
    • coreexperience is you & users can the user add photos review unlock your venueadd the story of your org
    • coreexperience is you & users can the user add photos review unlock your venueadd the story of your org you can publicly respond to comments
    • coreexperience is you & users can the user add photos review make announcements, offer coupons,check-in specials unlock your venueadd the story of your org you can publicly respond to comments
    • coreexperience is you & users can the user add photos review make announcements, offer coupons,check-in specials unlock your venueadd the story you might of your org consider these venues “competitors” you can publicly respond to comments
    • core experience is you & users can the user add photos review make announcements, offer coupons, check-in specials unlock your venueyou can run ads add the story you might of your org consider these venues “competitors” you can publicly respond to comments
    • Open up the Browse nearby venues Browse within Yelp app by category the category # & stars are indicative
    • Open up the Browse nearby venues Browse within Browse info Yelp app by category the category about the venue # & stars are indicative
    • Open up the Browse nearby venues Browse within Browse info Yelp app by category the category about the venue # & stars are indicativeCheck-in to Filter venues Browse by the venue by type distancesocial sharing
    • What else do you need to know about Yelp?users can earn users compete with 20 badges their entire city
    • What else do you need to know about Yelp?users can earn users compete with users can yelp deals = 20 badges their entire city redeem discounts Groupon
    • What else do you need to know about Yelp? users can earn users compete with users can yelp deals = 20 badges their entire city redeem discounts Groupon yelp events promoted yelp will send you window cling yelp rewards their communityin weekly e-newsletter if 3.5+ & “enough” reviews w/ ‘elite squad’ events
    • Is there an opportunity to have a conversation with amateur reviewers about norms in critiquing art?Or do we give up that “right” in this newly social world?
    • Ask: Are reviews important to your audience?
    • Ask: Are reviews important to your audience?weekly email sent to you
    • Ask: Are reviews important to your audience? monitor activityweekly email sent to you
    • Ask: Are reviews important to your audience? respond (as necessary) to reviews monitor activityweekly email sent to you
    • Ask: Are reviews important to your audience? respond (as necessary) to reviews monitor activity link to your reviews and/or add a Facebook appweekly email sent to you
    • Ask: Are reviews important to your audience? respond consider (as necessary) discounts to reviews monitor activity link to your reviews and/or add a Facebook appweekly email sent to you
    • Ask: Are reviews important to your audience? respond consider (as necessary) discounts to reviews monitor activity link to your reviews and/or add a Facebook appweekly email sent to you yelp user demographics
    • “makes the world easier to use”image from http://mashable.com/2011/01/03/art-of-checkin/
    • “makes the world easier to use” enables serendipitous motivates records interactions behavior history discovers encourages new loyalty placesimage from http://mashable.com/2011/01/03/art-of-checkin/
    • checking in enables all the good stuff to start happening Open up the Foursquare app“shouts” allow you to send messages to friends/followers without checking in anywhere
    • checking in enables all the good stuff to start happening Open up the Look for the venue I Foursquare app want to check-in to“shouts” allow you to any user can create a send messages to new venue, so friends/followers sometimes you’ll see without checking in “fake” venues like “in anywhere line for tickets”
    • checking in enables all the good stuff to start happening Open up the Look for the venue I Browse specials to see Foursquare app want to check-in to if I should go elsewhere“shouts” allow you to any user can create a send messages to new venue, so friends/followers sometimes you’ll see without checking in “fake” venues like “in anywhere line for tickets”
    • checking in enables all the good stuff to start happening Open up the Look for the venue I Browse specials to see Get information about Foursquare app want to check-in to if I should go elsewhere a specific venue“shouts” allow you to any user can create a send messages to new venue, so friends/followers sometimes you’ll see without checking in “fake” venues like “in anywhere line for tickets”
    • venue owners limited in amount of info they can post I can explore what’s going on nearby important to includeyour venue phone # & twitter profile
    • venue owners limited in amount of info they can post I can explore what’s I can explore tips going on nearby left by other users important to includeyour venue phone # & twitter profile
    • venue owners limited in amount of info they can post I can explore what’s I can explore tips I can check in going on nearby left by other users important to include 20% of check-ins areyour venue phone # & shared socially twitter profile
    • venue owners limited in amount of info they can post I can explore what’s I can explore tips I’m rewarded I can check in going on nearby left by other users for checking in important to include 20% of check-ins are Foursquare decides onyour venue phone # & shared socially what to award points for, twitter profile 20+ different reasons
    • the more people who use foursquare, the better this getsIf I don’t know whatI’m looking for, I can explore venuesthis is why categories, tags, and tips matter
    • the more people who use foursquare, the better this getsIf I don’t know what Foursquare runs aI’m looking for, I can recommendation explore venues algorithmthis is why categories, tags, and tips matter
    • the more people who use foursquare, the better this getsIf I don’t know what Foursquare runs a Recommends venuesI’m looking for, I can recommendation based on friends, explore venues algorithm general populationthis is why categories, tags, and tips matter
    • the more people who use foursquare, the better this getsIf I don’t know what Foursquare runs a Recommends venuesI’m looking for, I can recommendation based on friends, And my own history explore venues algorithm general populationthis is why categories, tags, and tips matter
    • motivational nudgesI’m competing againstmyself, and my friends check-ins count towards mayorships (temporary) & badges (permanent), points count towards leaderboard w/ friends (rolling 7 day count)
    • motivational nudgesI’m competing against I can leave notes (to-dos)myself, and my friends for myself or my friends check-ins count towards mayorships (temporary) & badges (permanent), points count towards leaderboard w/ friends (rolling 7 day count)
    • motivational nudges When I check-in nearI’m competing against I can leave notes (to-dos) that venue later,myself, and my friends for myself or my friends 4sq will remind me check-ins count towards mayorships (temporary) & brands can leave tips badges (permanent), or to-dos points count towards at any venue leaderboard w/ friends (rolling 7 day count)
    • motivational nudges When I check-in nearI’m competing against I can leave notes (to-dos) If friends check-in nearby, that venue later,myself, and my friends for myself or my friends 4sq will notify me 4sq will remind me check-ins count towards mayorships (temporary) & brands can leave tips badges (permanent), or to-dos points count towards at any venue leaderboard w/ friends (rolling 7 day count)
    • what’s this about badges? There have been over 300, many are only temporarily available to earn and then retired. Foursquare makes up its own badges, and some brands have paid to get a sponsored badgeimages from www.foursquaregrader.com
    • http://foursquare.com/business/If you have a physical venue
    • http://foursquare.com/business/If you have a physical venue Some categories & tags count towards badges
    • http://foursquare.com/business/If you have a physical venue Venue staff can’t earn mayorships, but do get access to venue analytics Some categories & tags count towards badges
    • http://foursquare.com/business/If you have a physical venue Venue staff can’t earn mayorships, but do get access to venue analytics Embed an “add to my foursquare to-do list” button anywhere Some categories & tags count towards badges
    • http://foursquare.com/business/If you have a physical venue Venue staff can’t earn mayorships, but do get access to venue analytics Embed an “add to my foursquare to-do list” That’s a lot of people button anywhere Some categories & tags count towards badges
    • http://foursquare.com/business/If you have a physical venue If you don’t Venue staff can’t earn mayorships, but do get access to venue analytics Embed an “add to my foursquare to-do list” That’s a lot of people button anywhere Some categories & tags count towards badges
    • http://foursquare.com/business/If you have a physical venue If you don’t Venue staff can’t earn mayorships, but do get access to venue analytics Just like “followers” Embed an “add to my on Twitter foursquare to-do list” That’s a lot of people button anywhere Some categories & tags count towards badges
    • Challenges skews young & malewww.hunch.com
    • Challenges skews young & male www.hunch.comA&E is small category www.bitsybot.com
    • Challenges skews young & male www.hunch.comA&E is small category www.bitsybot.com perceptions of privacy concerns
    • Ask: Is loyalty important to your business? 1. Monitor venue analytics & tips www.getsatisfaction.com/foursquarestill confused? www.aboutfoursquare.com
    • Ask: Is loyalty important to your business? 1. Monitor venue analytics & tips 2. Consider offering a special www.getsatisfaction.com/foursquarestill confused? www.aboutfoursquare.com
    • Ask: Is loyalty important to your business? 1. Monitor venue analytics & tips 2. Consider offering a special 3. Link to your Foursquare www.getsatisfaction.com/foursquarestill confused? www.aboutfoursquare.com
    • 76 nonprofit theatres, budgets $1M - $50M+ tracked since Jan 2010 http://bit.ly/theatresonfoursquare*with apologies to the non-theatres in the crowd
    • 97% of venues have a mayor, 36% have been claimed by staffAverage venue has 4 tips, last updated 3 months ago 55% of mayors are male
    • An average venue’s level of activity
    • An average venue’s level of activity Claimed venues have 3x more activity*but correlation does not imply causation
    • An average venue’s level of activity Venues w/ specials have 15% more unique visitors Claimed venues have 3x more activity*but correlation does not imply causation
    • Just because you offer a special, doesn’t mean the crowds will come a’ runnin OctAverage venue has 424 check-ins from 155 people
    • Just because you offer a special, doesn’t mean the crowds will come a’ runnin Specials OctAverage venue has 424 check-ins from 155 people
    • Just because you offer a special, History doesn’t mean the crowds will come a’ runnin Channel Specials OctAverage venue has 424 check-ins from 155 people
    • Early Venues have More Check InsFoursquare rolled out in 5 stages across the US. Some cities didn’t get access until Jan 2010
    • 1 minute case studies
    • the check-intreasure huntMission: Edition atChristina Rey Gallery
    • When Should I Visit?
    • using Foursquare’s API
    • using Foursquare’s API permanent record/ social proof highlight loyal customers permanent record/technical challenges to social proof working with the API give human connection to your staff
    • the low tech/high touch method
    • Badge Parties
    • the check-in that anticipates what you need to know
    • the check-in that makes introductions
    • the check-in that recommends how to get healthy
    • the check-in as your digital wallet
    • the check-in as a trigger for unlocking a door, starting a coffee machine
    • the check-in to a piece of content
    • overwhelmed?*1. Claiming your venues & completing profiles takes < 1 hour each2. Allow networks to email you stats regularly3. Use comments as an authentic feedback mechanism4. Consider the potential value of advertising/specials5. Consider experimenting with Foursquare*Shhhh...most of the “social networking” done on LBS is among users, not between users & venues
    • Questions? Ideas? Stories? Gripes?