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The GeoSocial Shakedown
 

The GeoSocial Shakedown

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  • This is the first slide…
  • Partner / Co-Founder - Pleth, LLC (Design, Development, Managed Hosting)Offices in Batesville, Jonesboro, and ConwayPartner / Co-Founder - Plethware (Email / Groupware / Archival Solution)Founder - Powersite (Non-profit / Ministry Web Solutions)Founder - The Cotton Club Blog & Podcast Can Be Found at TheCottonClub.cc or on iTunesCommunity Co-Founder - Central Arkansas Refresh GroupCommunity Co-Founder - Conway Co-Working
  • GeoSocial allows users to interact relative to their location using wireless devices such as smartphones, ipads, etc.GeoSocial uses established or crowdsourced coordinates for locations, buildings, and landmarks that users can check in at. In addition, users can also share location specific reviews and tips for future visitors or friends.GeoSocial Networks like Gowalla & Foursquare have social networks within themselves but also interact with external networks like Twitter & Facebook.Next, we are going to look at Geosocial User Profile…
  • Gowalla recently updated their profiles so that users could customize their pages w/ backgrounds, etc. Currently Geosocial Networks are basic, exchange comments, post photos, etc. but I think they will mature fast as these services continue to grow in popularity.
  • In addition to user profiles, Geosocial Networks like Gowalla and Foursquare also have location pages. This particular business has had 224 check-ins by 92 different users. Also, if you will look closely, this café offers 10% off your purchase when you check in on Gowalla…
  • I have already mentioned Foursquare and Gowalla but there are several other players in this market that are worthy of mention. Brightkite and Loopt were early pioneers to the market, as was Google w/ their Latitude product that never has really taken off.Waze is considered a Geo-Social application but I view it differently (explain what waze does)
  • Foursquare is the most widely used GeoSocial Application at this time, but my prediction is that Gowalla will one day close in on them.Located in New YorkFounded by: Dennis Crowley and Naveen SelvaduraiUsers connect with friends and check in at locationsUsers awarded points, badgesLoyal visitors to an establishment might be crowned as mayorUsers can create private to-do lists for a venue for themselves or they can create a public tip that is shared with everyone who checks in at that venue.Presently have over 500k users. (march 2010)Has apps for iPhone, Android, webOS, Windows Phone 7 and BlackBerryRecently partnered with Zagat, New York Times, and Conde NastCurrently has three levels of superuser status, each with varying levels of control to edit locations.
  • Located in Austin, TexasFounded by: Josh WilliamsUsers connect with friends and check in at locationsAs a reward users will sometimes receive items for checking inFeatured spots have custom icons or stampsUsers can drop items at a location and become a founderTrips can be added by users by grouping locations togetherPresently has over 150k users. (march 2010)Has apps for iPhone, Android, webOS, Windows Phone 7 and BlackBerryRecently partnered with CNN, National Geographic, Tom’s Shoes, Eye-Fi, etc.Gowalla has an elevated user level called Street Team Elite that can modify location data and add additional content about a venue.In December 2009, Gowalla had raised $8.4m in venture capital…
  • Take a few minutes to share my viewpoints on Foursquare. When they first started we had to check-in like we were in DallasFoursquare is not locked down whatsoever (I can check in Little Rock from where I stand)
  • A little more information regarding market share lead held by Foursquare…
  • This is check-in data for a list of heavily populated cities in US and the number of check-ins each had inside the Foursquare & Gowalla networks.
  • Why have these applications risen in popularity so fast?
  • This is an example of a winning check-in on Gowalla where the user simply takes his phone to the Element Store to claim his Eco Water Bottle. I also recently won an eye-fi SD wireless card from Eye-Fi.
  • Foursquare and Gowalla both rollout a lot of campaigns for businesses across the country. In a lot of cases all the end user has to do to enter these contests is just check in at a participating location or maybe tweet something in their check-in.
  • One of the most popular aspects of the Foursquare product is frequent visitors to a particular location on Foursquare can become the “mayor” of that particular location. In a lot of cases a friendly war between an establishments two top customers will ensue for glory. It’s all about being the mayor…
  • Gowalla recently revamped the way they do their pins. Users receive a pin for each state they visit as well as for participating in various other activities.Businesses may also have their own “custom icon” created for use in Gowalla’s network.We recently had a custom event stamp created for Toad Suck Daze in Conway!
  • Take a few minutes to discuss the social aspects related to Foursquare and Gowalla.
  • Many of the top consumer brands on the market today are using geosocial applications to help promote their products and to increase traffic to their businesses. In the case of Starbucks, the mayor of a particular starbucks will instantly receive a notification upon check-in letting them know that they get a discount on their drinks.
  • This is how the deal was setup w/ Starbucks & Foursquare:The Loyalty / Rewards deal offers customers a $1 discount on a Frappucino. The special greets mayors with this message: “As mayor of this store, enjoy $1 off a NEW however-you-want-it Frappuccino blended beverage. Any size, any flavor. Offer valid until 6/28.”
  • Share a few thoughts as to where I think the industry is headed w/ Geosocial and also mention that Facebook announced they were getting into the GeoSocial markets as well.
  • This is the part of the presentation where we open up the room for questions.
  • Be sure to hit the next slide to promote the podcast being on iTunes.

The GeoSocial Shakedown The GeoSocial Shakedown Presentation Transcript

  • Presented by Cotton Rohrscheib, this presentation explains GeoSocial Networking and highlights two of the most popular location based applications on the market today; Gowalla and Foursquare, and how they are being used by many of today's leading consumer brands as an integral part of their interactive marketing campaigns.
  • Presenter: Cotton Rohrscheib
    • Partner / Co-Founder - Pleth, LLC (Design, Development, Managed Hosting)
    • Partner / Co-Founder - Plethware (Email / Groupware / Archival Solution)
    • Founder - Powersite (Non-profit / Ministry Web Solutions)
    • Founder - The Cotton Club Blog & Podcast
    • Community Co-Founder - Central Arkansas Refresh Group
    • Community Co-Founder - Conway Co-Working
  • What is GeoSocial?
    • GeoSocial allows users to interact relative to their location using wireless devices such as smartphones, ipads, etc.
    • GeoSocial uses established or crowdsourced coordinates for locations, buildings, and landmarks that users can check in at. In addition, users can also share location specific reviews and tipsfor future visitors or friends.
    • GeoSocial Networks like Gowalla & Foursquare have social networks within themselves but also interact with external networks like Twitter & Facebook.
  • Sample GeoSocial User Profile
    • Taken from Gowalla
    • Showcases Recent Activity, Friends, Stamps, Pins, Photos, etc.
    • Currently Basic Interaction w/ Photos & Comments
  • Sample GeoSocial Business Listing Example
    • Taken from Gowalla
    • 92 People have checked into this location 224 Times
    • Notice their 10% off promotion
  • Current GeoSocial Applications
    • New GeoSocial Apps Are Being Launched Frequently
    • Several Apps Pioneered GeoSocial (brightkite, loopt, etc.)
    • The Two Most Popular Are Foursquare & Gowalla, others include:
    • Brightkite
    • Fire Eagle
    • Gbanga
    • Latitude*
    • Loopt
    • MyTown(?)
    • Hotlist
    • Scvngr
    • Socialight
    • Waze*
    • Yelp
    • Located in New York
    • Founded by: Dennis Crowley and Naveen Selvadurai
    • Users connect with friends and check in at locations
    • Users awarded points, badges
    • Loyal visitors to an establishment might be crowned as mayor
    • Users can create private to-do lists for a venue for themselves or they can create a public tip that is shared with everyone who checks in at that venue.
    • Presently have over 500k users. (march 2010)
    • Has apps for iPhone, Android, webOS, Windows Phone 7 and BlackBerry
    • Recently partnered with Zagat, New York Times, and Conde Nast
    • Currently has three levels of superuser status, each with varying levels of control to edit locations.
    • Located in Austin, Texas
    • Founded by: Josh Williams
    • Users connect with friends and check in at locations
    • As a reward users will sometimes receive items for checking in
    • Featured spots have custom icons or stamps
    • Users can drop items at a location and become a founder
    • Trips can be added by users by grouping locations together
    • Presently has over 150k users. (march 2010)
    • Has apps for iPhone, Android, webOS, Windows Phone 7 and BlackBerry
    • Recently partnered with CNN, National Geographic, Tom’s Shoes, Eye-Fi, etc.
    • Gowalla has an elevated user level called Street Team Elite that can modify location data and add additional content about a venue.
    • In December 2009, Gowalla had raised $8.4m in venture capital…
  • Foursquare –vs- Gowalla… NO CONTEST!
    • Foursquare Presently Leads Gowalla in Market Share
    • The Industry is VERY YOUNG! Remember MySpace??
    • IN MY OPINION, the Gowalla Product is better than the Foursquare Product.
    • Many Users Still Use Both.
  • Market Share…
    • Foursquare has more users, therefore more checkins / traffic…
    • Gowalla has added apps for Blackberry & Android (leveling playing field)
    • Look for Gowalla to close in on Foursquare…
  • Source: Erin Wiles
  • What’s Fueling GeoSocial’s Growth?
    • Smartphones Increase in Usage (iphone, blackberry, android, etc.)
    • New Emerging Device Markets (iPad)
    • The Gaming Aspect (mayorships, swag, real prizes, discounts, etc.)
    • Functional Applications (waze)
    • Tangible Prizes & Incentives (discounts, prizes, etc.)
  • Users Can Win Real Prizes!
    • Corporations are learning the value of GeoSocial for putting their products in the hands of potential customers. Examples include: Incase, Eye-fi, Element, etc.
  • So Many Promotions to Keep Up With…
    • Foursquare & Gowalla both do promotions w/ businesses and organizations and often very little effort is required to enter.
    • There are so many promotions, the best way to keep up is to subscribe to their blogs.
  • It’s all about bragging rights…
    • Dedicated Foursquare Users Take Their Mayorships Seriously…
    • Mayorships are awarded based on number of checkins to a location.
    • Foursquare also offers badges for various levels of participation.
  • Gowalla Rewards Users w/ Pins & Custom Stamps
    • Users receive a pin for each state they visit as well as for participating in various other activities.
    • Businesses may also have their own “custom icon” created for use in Gowalla’s network.
    • We recently had a custom event stamp created for Toad Suck Daze in Conway!
  • The Social Component
    • Gowalla & Foursquare both have evolving social networks for their users.
    • These networks are basic now but expect them to mature…
    • Gowalla & Foursquare also integrate w/ Facebook & Twitter…
  • How Can Businesses Leverage GeoSocial
    • Discounts for Checkins, Mayorships, etc.
    • Custom Icons for Branding
    • Track, Follow, and Stalk their Customers
    • Promotional Campaigns for Product Launches
    • Custom Event Stamps for Special Events
    • Loyalty / Reward Campaigns
  • Example of a Foursquare Campaign (Starbucks)
    • The Loyalty / Rewards deal offers customers a $1 discount on a Frappucino. The special greets mayors with this message: “As mayor of this store, enjoy $1 off a NEW however-you-want-it Frappuccino blended beverage. Any size, any flavor. Offer valid until 6/28.”
  • What’s Next for GeoSocial?
    • The number of active users will continue will grow.
    • More and more corporate involvement, promotions, etc.
    • The key players (foursquare & gowalla) will continue to mature as companies.
    • There will be even more providers entering the industry but success will continue to rely heavily on # of active users.
    • Facebook entering the GeoSocial arena.
  • Questions / Comments??
  • Thanks for attending…
    • Email: cotton.rohrscheib@pleth.com
    • Twitter: http://twitter.com/cottonr
    • Facebook: http://facebook.com/cottonr
    • Gowalla: http://gowalla.com/users/cotton
    • Foursquare: http://foursquare.com/user/cottonr
    • Blog & Podcast: http://thecottonclub.cc