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Guerilla Foursquare: A digital archaeologicalappropriation of commercial location-based socialnetworking.Andrew Dufton @ja...
Digital Archaeology?                       ● Archaeological data                       ● Digital capture or               ...
Museum of London – Streetmuseum                      ● Museum of London,                        History Channel, Brothers ...
Museum of London – Streetmuseum Londinium                      ● Roman London only                      ● Archaeological f...
Introducing Foursquare                         ● 15+ million users                         ● Location-based social        ...
Foursquare warfare?                      ● 2900+ GLHER entries                      ● 48 selected sites                   ...
Results – site categories                            ● 48 sites                            ● 7 broad categories           ...
Results – total check-ins                            ● 2200+ total check-ins                            ● 35+ checkins/day...
Results – check-in ratio                           ●                             %sites / %checkins                       ...
Results – Tips   ● History Channel (MoL):                   192 done tips                 ● London 2012 (MoL):            ...
Results – Lists                  ● History Channel: 300K+                    followers                  ● Guerrilla Foursq...
Foursquare of the future?                            ● Value-added services                            ● Crowdsourcing    ...
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Guerrilla foursquare - CAA 2012

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Slides from Guerrilla Foursquare paper given by J. Andrew Dufton and Stuart Eve at Computer Applications and Quantitative Methods in Archaeology, April 2012.

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Guerrilla foursquare - CAA 2012

  1. 1. Guerilla Foursquare: A digital archaeologicalappropriation of commercial location-based socialnetworking.Andrew Dufton @jadufton (Brown University)Stuart Eve @stueve (UCL, L – P : Archaeology)
  2. 2. Digital Archaeology? ● Archaeological data ● Digital capture or dissemination ● Academic, professional and public audiences ● Research and discovery ● Mobile technologies!
  3. 3. Museum of London – Streetmuseum ● Museum of London, History Channel, Brothers & Sisters Creative Ltd. ● £48K development cost ● 50K+ iphone downloads within 2 weeks of release ● c. 2.5K Android downloads (May 2011)
  4. 4. Museum of London – Streetmuseum Londinium ● Roman London only ● Archaeological finds ● Roman city plans ● Additional media
  5. 5. Introducing Foursquare ● 15+ million users ● Location-based social networking “Keep up with friends. Discover whats nearby. Save money. Unlock rewards”
  6. 6. Foursquare warfare? ● 2900+ GLHER entries ● 48 selected sites ● 4hr walking tour ● 200-character tips ● 9600 total characters ● 120+ points for @jadufton #winning
  7. 7. Results – site categories ● 48 sites ● 7 broad categories ● Existing 4sq sites ● New 4sq locations
  8. 8. Results – total check-ins ● 2200+ total check-ins ● 35+ checkins/day ● Obvious conclusion 1: Foursquare <> historical!
  9. 9. Results – check-in ratio ● %sites / %checkins ● Obvious conclusion 2: > traffic = > checkins
  10. 10. Results – Tips ● History Channel (MoL): 192 done tips ● London 2012 (MoL): 38 done tips ● TimeOut (MoL): 7 done tips ● BBC World Service (Fleet Street): 4 done tips ● Guerrilla Foursquare (total): 2 done tips ● Obvious conclusion 3: more clicks = bad
  11. 11. Results – Lists ● History Channel: 300K+ followers ● Guerrilla Foursquare: 3 followers ● Higher tip placement ● Pop-up exploration notices ● Obvious conclusion 4: Affiliation adds legitimacy
  12. 12. Foursquare of the future? ● Value-added services ● Crowdsourcing ● Data re-use ● Platform reappropriation ● Discovery-based learning ● Gamification

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