Social and Location: The Consumer Perspective - Social Media Club Atlanta


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How are people really using location-based social media? Find out what’s trending, what’s essential, and what’s overhyped. Learn what works today and how these shifts in consumer behavior provide clues as to how location will matter even more in the years ahead.

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  • How are people really using location-based social media? Find out what’s trending, what’s essential, and what’s overhyped. Learn what works today and how these shifts in consumer behavior provide clues as to how location will matter even more in the years ahead.
  • Here’s an official picture I took for work. I was feeling sick that day. And some of the pictures from this series make me look like the guy who ate David Berkowitz.
  • Okay, I get to have fun at work
  • Now it’s time for the consumer’s perspective
  • Demo:
  • Version 2.3.3 TECHCRUNCH Communication. The update for Nexus S owners also includes a big change to the way Facebook syncing works (in short, it doesn’t) — see this post for more on this aggressive move by Google . The improvements to NFC for the Nexus S are especially interesting because they give a taste of Google’s future plans for the technology. The new functionality is best demonstrated by additions to the Tags application, which ships on the Nexus S. Until now Tags has allowed users to tap their phone on NFC tags at various venues to read information off of them (unfortunately these aren’t very commonplace yet — I have yet to actually use the feature in a real-world situation). But this update also adds write support — you can now create your own tag on the phone, and specify what information you want to share, be it your contact information, a link to a website, or a snippet of text. Then, when someone else with an NFC-equipped device taps your phone with theirs, they’ll be able to immediately receive this information (much in the same way you would using Bump ). And, if you happen to own any of those NFC stickers that Google likes to show off, you can use the phone to write data to those, too.
  • Go-Tag 7-Eleven
  • Application Ideas (via Mixi) NFC friend request Distribute coupons using NFC embedded POP at store front Avoid “virtual check-ins” Via NFC: Japanese Social Network Mixi First To Let Users “Share” Real-World Items Posted: 11 Feb 2011 02:51 AM PST Japan has always been the land of mobile . As such, it’s no big surprise that the country’s biggest social network, Mixi (JP, 23 million members), sees 25 of its 29 billion monthly page views coming from cell phones. And according to Mixi, it’s now the first social network that lets users share information with friends through NFC technology on Android handsets. Last year already, Mixi added two functions to its mobile site, which NFC is supposed to boost: Mixi Check In (which works much like Facebook Places) Mixi Check (essentially the same as Facebook’s Share function) The NFC-powered versions are named “Mixi Real Check In” and “Mixi Real Check”. NFC (Near Field Communication) technology makes it possible to exchange data between devices in close proximity to each other. Mixi Real Check In allows you to check in to places by tapping their Android phone on an NFC tag in the real world to share your location with your Mixi friends in real-time. These tags, which cost a few cents and can contain any kind of information (i.e. a URL or Twitter handle), can be attached to a wall or poster in a store or restaurant, for example. As Mixi Real Check In is based on NFC, a GPS signal (which can be weak in certain areas, like underground) isn’t necessary. The tags can also contain information on where exactly the user is located (for example, to broadcast to your friends in which section of a department store the tag was scanned). Mixi engineer Kyosuke Inoue demonstrates Mixi Real Check In in the company’s HQ in Tokyo: Mixi Real Check is potentially more interesting: this function allows users not only to share websites with friends but any object in the real world that has an NFC tag attached to it. Tapping or waving the phone near NFC stickers found on i.e. books or posters is enough to share the information on Mixi, in real-time. This could be anything from further information on the products to details on promotion campaigns a brand wants to run on Mixi. Bringing social functionalities to the real world is a great idea for a social network, but there are two downsides at this point: Mixi users interested in these new functions must own a Nexus S (the only Android device with the necessary hardware for NFC so far) and have Taglet (a special NFC app for Android) installed. The Nexus S isn’t even officially available in Japan currently, which means almost all Mixi users still must wait for the future.
  • Social and Location: The Consumer Perspective - Social Media Club Atlanta

    1. 1. Social and Location: The Consumer Perspective David Berkowitz Senior Director of Emerging Media & Innovation, 360i [email_address] Twitter: @dberkowitz Blog: / URL pre-shortened for your convenience:
    2. 2. Nice to meet you. Look at all these friendly people who attend SMC Atlanta events!
    3. 3. Here’s me in my official work photo. I look dreadful. I was sick on picture day. Ugh.
    4. 4. I do have a lot of fun at work (digital marketing agency 360i). This is more typical.
    5. 5. STEVEN CONSUMER Today’s about consumers though, so here I am as a consumer at a restaurant in Hong Kong with a waitress whose nametag read “Steven Chan” (it’s not her name).
    6. 6. What we’ll cover today <ul><li>Intro </li></ul><ul><li>3 Key areas: </li></ul><ul><li>Check-ins </li></ul><ul><li>Local Q&A </li></ul><ul><li>Connecting digital & physical worlds </li></ul><ul><li>Hand over the mic </li></ul>The part about handing over the mic was in the contract for the event. SMC got some great panelists though so I did so willingly enough.
    7. 7. Check-ins
    8. 8. Check-ins: in search of their second life Ghost of the mayor of whotheheckcares Check-ins for the sake of checking in and seeing where your friends are doesn’t do it for most people.
    9. 9. Prizes don’t hurt SCVNGR avoids this by focusing on games, often with tangible rewards such as this program with Buffalo Wild Wings. Foursquare focuses on recommendations. Think hard about the value proposition, and communicate it accordingly.
    10. 10. Check-ins: provide value beyond gaming is one of my favorite new apps, as it tells you when Twitter followers or 2 nd degree social friends are somewhere with you. Awesome.
    11. 11. The Verdict I know where my friends are. Give me a better reason to check in and maybe I’ll do it.
    12. 12. Local Q&A
    13. 13. 7. Local Q&A: the best minds are local minds… sometimes Localmind is pretty fascinating. You can ask questions to people checked in near you. We’ll see if it can sustain itself as a standalone service.
    14. 14. It’s not just mobile How do you pronounce LOCQL? No idea. But it’s designed to be a local Q&A service for the web.
    15. 15. ChaCha steps up its answers Who can forget ChaCha, the mobile Q&A pioneer? 1 billion questions have been answered so it’s doing something right.
    16. 16. The Verdict Promising concept in search of better execution ChaCha’s done fine and all, but there still seems to be an opportunity to tap the knowhow of local experts, especially via mobile.
    17. 17. Connecting digital & physical worlds
    18. 18. Augmented reality: the potential to stop sucking Augmented Reality 1.0 was entirely a gimmick. Will that fate escape Aurasma, which can Harry Potter-ize the world? Watch the demo .
    19. 19. QR: how to do it perfectly wrong 1. Spot the prominent code on the billboard 2. Scan the code 3. This is what you get? UGGGHHHHH
    20. 20. QR: how to do it perfectly right 1. Spot the prominent code on the billboard 2. Notice call to action & value proposition 3. Deliver on the goods
    21. 21. QR codes on screen: side with Stewart on this one Jon Stewart nailed it when he mused on how dumb it is to put QR codes on TV. Scan his below.
    22. 22. 10. NFC: bound to make an early adopter of Costanza The “Costanza wallet” may have met its match with Near Field Communication (NFC), which doesn’t just replace credit cards with mobile payments but adds features like loyalty rewards and social sharing. For my SXSW ‘11 talk on NFC (with added updates) visit .
    23. 23. Google Nexus S: the first drop of the NFC deluge Google’s Nexus S is the first US mass market phone with full NFC capabilities. Expect a bunch to be available by the holidays.
    24. 24. A stopgap approach as we wait for more NFC devices revolves around stickers, but not the puffy, googly eyed kind. Dang. 
    25. 25. Slurp First Data’s GoTags at 7-Eleven Here’s an example from 7-Eleven with FirstData, which powers payment terminals. A sticker linked to your account allows you to pay instantly and gain loyalty rewards. Our phones only have room for so many stickers – this is truly a Band-Aid, not the future.
    26. 26. Mixi: All the world’s an NFC check-in Mixi designed an NFC-powered check-in sticker so you can prove you are physically inside a location when checking in or earning rewards. Smart.
    27. 27. Google throws down the gauntlet Google’s huge foray into NFC now revolves around Google Wallet, lining up some heavy duty partners. See more at .
    28. 28. The Verdict AR, QR, NFC - OY! Show me the payoff and deliver on it, and I’ll give it a shot.
    29. 29. Thanks everyone! Thanks, everyone! David Berkowitz dberkowitz @dberkowitz / @360i /