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Geosocial Applications and the Enterprise

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CSRA, Inc.
CSRA, Inc.

Geosocial applications opportunities in 2011: the players loopt gowalla foursquare brightkite facebook, how apps work, value proposition, opportunities, threats, recommendations #retail #whitelabel

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Making Disruption Profitable™ New channel for engagement Geosocial Applications and the Enterprise Risks and Rewards in 2011 Entire contents © 2010-2011 by Christopher S. Rollyson
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 2 Agenda • Geosocial background – What it is – Why it’s important • Key players and options – B2C leaders – White label players • Opportunity and Risk in 2010 • How to succeed in 2010 – Opportunities – Pitfalls
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 3 Background: My Perspective • 20 years experience as management consultant and line executive • Expertise: disruptive innovation, strategy and transformation • Strategy and execution for game-changers: Java, e-business, SOA, Web 2.0, social networks • Thought leader: 3 blogs in global top 10
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 4 Background: Another Road to Web 3.0 • Geography (location) via GPS or cell triangulation – Different from geotargeting • Social actions – “Checking in” and its significance – Making friends – Commenting on experience • Gaming – Points and badges and competing – Mayors
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 5 Background: Key Players • Loopt (2006, 3 million users) • Brightkite (2007, 2 million users) • Gowala (2007, 150,000 users) • Foursquare (2009, 5 million users) • AND....
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential Background: New Gorilla Is Facebook Places • Facebook Places • 600 million global potential users • Seamless interaction within Facebook experience • Pre-populate Friends & trusted connections • Not a new third-party application to use • Possible connection with Facebook Payments 6
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 7 Foursquare Example: Profile • Key statistics • Mayorships • Badges • Friends • History • Where you are now
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 8 Foursquare Example: Friends • Recent friends – New friends – People you’ve met and friended – Double opt-in • Nearby friends – What are people doing – Arrange impromptu meetings
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 9 Foursquare Example: Places • In your network, what’s trending • What’s near where you are • Click to access tips about those places • Who’s there now
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 10 Foursquare Example: Places/Check-in • Check-in only via mobile device • Get points and badges • Special retail tie-ins • Comment • Comments become tips for others (like reviews) • Share or not
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 11 Foursquare Example: Tips • Comment (like a review) on places you are • Help out friends and other users • Become an authority on a place • This promotes businesses
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 12 Opportunity: Transforming Retail • People talk about their presence • Friends of friends with same interests (or thirsts ,^) • One of my friends is looking at iPads right now, and I’m only 4 blocks away • Extend buying radius • Increase sales by introducing peer pressure Geosocial adds long tail digital grease to customer experience as physical locations
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 13 Opportunity: White Label • Trade shows • Vacations • Conferences • Universities • Temporary geosocial • High-value, transitional situations • Quantifiable business value • Circumvent privacy concerns Custom geosocial apps can provide business-process enablement for B2B while addressing privacy concerns
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 14 Opportunity: Other Use Cases • Law firm seminars on import/export standards usually attract thirty, but when attendees tell their friends, it increases by 50% • Restaurant clients check in for drinks, and their friends can join them “spontaneously” for dinner, driving up check value • Outdoor equipment retailer gives away climbing gloves to people with a certain number of check-ins, attracting their friends • University economics forum attracts 33% more attendees when attendees check in to the forum • Ice cream shop gives free Rocky Road sundaes to kids who check-in wearing sunhats between 3:00 and 5:00 this afternoon, dramatically increasing excitement and selling radius When someone checks in, all their friends know, and friends tend to have similar interests
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 15 Opportunity: Other Use Cases • Gaming – Foursquare tipping point: gamification – Badges – Status • Location – Understand stakeholders’ workstreams – What they do before the location – What they do after – What their friends are doing Geolocation can be inexpensive insight into customers
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 16 Opportunity: Big Idea Geosocial will reinvent retail by magnifying the social aspects of buying
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 17 Limitation: Privacy Will Keep Mainstream Out If your business is grounded in Main Street, be careful not to make geosocial 2011’s tarnished silver bullet.
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 18 Limitation: Very Limited Population • New York City: 2.71% US population, 13,539 users among 8 million people • Los Angeles: 1.24% US population, 6,206 users among 4 million people • Chicago: 0.92% US population, 4,618 users among 3 million • A drop in the ocean Don’t let a few social media and tech geeks convince you it’s mainstream
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 19 Threat: Big Idea There is considerable distortion due to highly vocal minority of early adopters and clueless media that’s trying to be cool
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 20 Recommendations: Succeeding with Geosocial in 2010 • Set aggressive yet realistic goals grounded in today’s geosocial users and behaviors • You can’t make money this year off of 2011’s user numbers • .. or 2012’s • Make small investments based on your knowledge of users’ true motivations, not what you want their motivations to be • You can help people create excitement around your locations • Creating publicity and awareness is more achievable for most businesses than driving significant incremental revenue • For businesses that resonate with existing users now, geosocial can be big this year; hyperlocal businesses can create excitement by games/promotions promoting synergy • Realize that most potential users will lurk for the next several years
Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 21 Contact • The Social Network Roadmap – How companies use Web 2.0 for innovation – http://socialnetworkroadmap.com – Currently rated #1 worldwide by Technorati • The Global Human Capital Journal – CEO/CMO/CIO journal for innovation – Rated Top10 worldwide by Technorati – http://globalhumancapital.org • The Executive’s Guide to Web 2.0 – EGLI rated Top10 worldwide by Technorati – EGTW management advice for Twitter, blogging – EGFB management advice for Facebook – http://executivesguide-web20.com • Social networks – http://www.linkedin.com/in/csrollyson – http://www.facebook.com/csrollyson – http://myspace.com/csrollyson – http://tinyurl.com/orkut-csrollyson – http://tinyurl.com/xing-csrollyson Microblogs http://twitter.com/snroadmap http://twitter.com/eglii http://twitter.com/egtw http://twitter.com/egfb http://twitter.com/csrollyson http://plurk.com/user/csrollyson http://identi.ca/csrollyson http://kwippy.com/csrollyson http://csrollyson/tumblr.com/ http://friendfeed.com/csrollyson Other skype/IM - csrollyson iphone - chris@rollyson.net iphone +1.312.925.1549

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Geosocial Applications and the Enterprise

  • 1. Making Disruption Profitable™ New channel for engagement Geosocial Applications and the Enterprise Risks and Rewards in 2011 Entire contents © 2010-2011 by Christopher S. Rollyson
  • 2. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 2 Agenda • Geosocial background – What it is – Why it’s important • Key players and options – B2C leaders – White label players • Opportunity and Risk in 2010 • How to succeed in 2010 – Opportunities – Pitfalls
  • 3. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 3 Background: My Perspective • 20 years experience as management consultant and line executive • Expertise: disruptive innovation, strategy and transformation • Strategy and execution for game-changers: Java, e-business, SOA, Web 2.0, social networks • Thought leader: 3 blogs in global top 10
  • 4. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 4 Background: Another Road to Web 3.0 • Geography (location) via GPS or cell triangulation – Different from geotargeting • Social actions – “Checking in” and its significance – Making friends – Commenting on experience • Gaming – Points and badges and competing – Mayors
  • 5. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 5 Background: Key Players • Loopt (2006, 3 million users) • Brightkite (2007, 2 million users) • Gowala (2007, 150,000 users) • Foursquare (2009, 5 million users) • AND....
  • 6. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential Background: New Gorilla Is Facebook Places • Facebook Places • 600 million global potential users • Seamless interaction within Facebook experience • Pre-populate Friends & trusted connections • Not a new third-party application to use • Possible connection with Facebook Payments 6
  • 7. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 7 Foursquare Example: Profile • Key statistics • Mayorships • Badges • Friends • History • Where you are now
  • 8. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 8 Foursquare Example: Friends • Recent friends – New friends – People you’ve met and friended – Double opt-in • Nearby friends – What are people doing – Arrange impromptu meetings
  • 9. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 9 Foursquare Example: Places • In your network, what’s trending • What’s near where you are • Click to access tips about those places • Who’s there now
  • 10. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 10 Foursquare Example: Places/Check-in • Check-in only via mobile device • Get points and badges • Special retail tie-ins • Comment • Comments become tips for others (like reviews) • Share or not
  • 11. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 11 Foursquare Example: Tips • Comment (like a review) on places you are • Help out friends and other users • Become an authority on a place • This promotes businesses
  • 12. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 12 Opportunity: Transforming Retail • People talk about their presence • Friends of friends with same interests (or thirsts ,^) • One of my friends is looking at iPads right now, and I’m only 4 blocks away • Extend buying radius • Increase sales by introducing peer pressure Geosocial adds long tail digital grease to customer experience as physical locations
  • 13. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 13 Opportunity: White Label • Trade shows • Vacations • Conferences • Universities • Temporary geosocial • High-value, transitional situations • Quantifiable business value • Circumvent privacy concerns Custom geosocial apps can provide business-process enablement for B2B while addressing privacy concerns
  • 14. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 14 Opportunity: Other Use Cases • Law firm seminars on import/export standards usually attract thirty, but when attendees tell their friends, it increases by 50% • Restaurant clients check in for drinks, and their friends can join them “spontaneously” for dinner, driving up check value • Outdoor equipment retailer gives away climbing gloves to people with a certain number of check-ins, attracting their friends • University economics forum attracts 33% more attendees when attendees check in to the forum • Ice cream shop gives free Rocky Road sundaes to kids who check-in wearing sunhats between 3:00 and 5:00 this afternoon, dramatically increasing excitement and selling radius When someone checks in, all their friends know, and friends tend to have similar interests
  • 15. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 15 Opportunity: Other Use Cases • Gaming – Foursquare tipping point: gamification – Badges – Status • Location – Understand stakeholders’ workstreams – What they do before the location – What they do after – What their friends are doing Geolocation can be inexpensive insight into customers
  • 16. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 16 Opportunity: Big Idea Geosocial will reinvent retail by magnifying the social aspects of buying
  • 17. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 17 Limitation: Privacy Will Keep Mainstream Out If your business is grounded in Main Street, be careful not to make geosocial 2011’s tarnished silver bullet.
  • 18. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 18 Limitation: Very Limited Population • New York City: 2.71% US population, 13,539 users among 8 million people • Los Angeles: 1.24% US population, 6,206 users among 4 million people • Chicago: 0.92% US population, 4,618 users among 3 million • A drop in the ocean Don’t let a few social media and tech geeks convince you it’s mainstream
  • 19. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 19 Threat: Big Idea There is considerable distortion due to highly vocal minority of early adopters and clueless media that’s trying to be cool
  • 20. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 20 Recommendations: Succeeding with Geosocial in 2010 • Set aggressive yet realistic goals grounded in today’s geosocial users and behaviors • You can’t make money this year off of 2011’s user numbers • .. or 2012’s • Make small investments based on your knowledge of users’ true motivations, not what you want their motivations to be • You can help people create excitement around your locations • Creating publicity and awareness is more achievable for most businesses than driving significant incremental revenue • For businesses that resonate with existing users now, geosocial can be big this year; hyperlocal businesses can create excitement by games/promotions promoting synergy • Realize that most potential users will lurk for the next several years
  • 21. Social Business for Enterprise, Government & Small Business1/11/2011 Copyrighted material Confidential 21 Contact • The Social Network Roadmap – How companies use Web 2.0 for innovation – http://socialnetworkroadmap.com – Currently rated #1 worldwide by Technorati • The Global Human Capital Journal – CEO/CMO/CIO journal for innovation – Rated Top10 worldwide by Technorati – http://globalhumancapital.org • The Executive’s Guide to Web 2.0 – EGLI rated Top10 worldwide by Technorati – EGTW management advice for Twitter, blogging – EGFB management advice for Facebook – http://executivesguide-web20.com • Social networks – http://www.linkedin.com/in/csrollyson – http://www.facebook.com/csrollyson – http://myspace.com/csrollyson – http://tinyurl.com/orkut-csrollyson – http://tinyurl.com/xing-csrollyson Microblogs http://twitter.com/snroadmap http://twitter.com/eglii http://twitter.com/egtw http://twitter.com/egfb http://twitter.com/csrollyson http://plurk.com/user/csrollyson http://identi.ca/csrollyson http://kwippy.com/csrollyson http://csrollyson/tumblr.com/ http://friendfeed.com/csrollyson Other skype/IM - csrollyson iphone - chris@rollyson.net iphone +1.312.925.1549