October Virtual Series: Checking In on 'Checking In'
-
Upload
digitalmoguls -
Category
Technology
-
view
370 -
download
1
description
Transcript of October Virtual Series: Checking In on 'Checking In'
1
Digital Moguls was by Kristin Bolton-Keys in 2011,
when a group of marketers at a Fortune 500 company were determined to
expand their digital knowledge. Over time, the group held several classroom
style learning sessions covering: Digital Marketing 101, Blogging 101, SEO
101 and Takeaways from the 2012 SXSW Interactive Conference.
Digital Moguls serves as a content hub providing innovative, intuitive and
inspirational content for those seeking to share their knowledge and learn
about digital technology and trends. Ultimately connecting people who want to
learn, share and create digital experiences.
CHECKING IN
ON
‘CHECKING IN’
SCOTT STRULETZ,
Expert Contributor
Twitter: @struletz
October 16, 2012
Brought to you by:
AGENDA
1. Why do we
check-in?
2. How do we
check-in now?
• To PLACES
• To MEDIA
3. How will will
we check-in in
the future?
WHY DO WE CHECK IN?
http://mashable.com/2012/06/22/s
hare-too-much-social-media-
infographic/
REMEMBER THE WATERCOOLER?
We used to wait until these situations to talk with friends and share our thoughts.
But now we carry computers in
our pockets everywhere we go
which allows for instant
‘watercoolers.”
Our thoughts, opinions and ideas spread faster and farther than
ever.
QUICK POLL
Have any of you used a
mobile app to check-in to a
location?
What type of phone do your
have? If smart, what model?
Ok- lets get back to
business.
Our thoughts, opinions and ideas spread faster and farther than
ever.
WORD OF MOUTH
http://www.ignitesocialmedia.com/social-
media-promotion/why-people-share-content/
HOW DO WE CHECK-IN NOW?
WE CHECK-IN TO PLACES
Founded: 2009
Founders: Dennis Crowley and Naveen Selvadurai
Mission: “(foursquare) helps you and your friends make the most of where you are.”
How it works: Use your mobile device to “check-in” at a location. By checking in you can:
- Earn badges
- Claim mayorships
- Redeem specials
- Read user tips
And in the process, share your location with your friends / see what your friends are up to.
FOURSQUARE
At its core, foursquare is a way to share your location and tell people what you are doing. By pushing this information to twitter or facebook, you begin to build that word of mouth web.
LOOK AT ME!!!
Give yourself a pat on the back. foursquare users are incentivized to check-in with various badges for completing various activities. Some are built into the game, and some are sponsored by brands/companies.
BADGES
Mayorships are awarded to the most loyal customers, and people who check-in the most at a given location according to a specific algorithm. Many businesses offer special offers to Mayors for being loyal customers who share with their friends often.
MAYORSHIP
The primary focus of
foursquare today is the
“Explore” functionality.
Use foursquare to find the
best of what’s around you
through 1) your friend
network, 2) what others are
doing, 3) what businesses
are incentivizing you to do
through specials.
FOURSQUARE’S
FOCUS TODAY
For the launch of the Conan
show on TBS, a Conan blimp
flew across the country,
equipped with the
technology to create the first
moving foursqure check-in
location.
20k+ Check-ins
13K+ Unique users
More check-ins than the
Statue of Liberty and the
Empire State Building
combined.
CASE STUDY-
THE CONAN BLIMP
Tasti D-Light partnered with
foursquare to integrate their
check-in capabilities with the
TDL loyalty card.
When the loyalty card is
swiped, the user is
automatically checked-in on
foursquare.
Once a user reaches 50
check-ins, they receive a
free cup or cone of ice
cream.
CASE STUDY-
TASTI D-LIGHT
50 Check-ins for a free cone?! Not impressed.
Founded (Places): August
2010
Founders: Mark Zuckerberg
Mission: “immediately tell
people about that favorite spot
with Facebook Places. You can
share where you are and the
friends you're with in real time”
How it works: Add your
location to your Facebook
posts. By checking in you can:
- Tell friends where you are
- Tag your friends
- Redeem specials
FACEBOOK PLACES
Donations instead of deals
Local giving for local
partners
$1 given to one of 68 local
charities for each check-in
(bumped up to $10 on Black
Friday)
Drove over 18K check-ins
but fairly low engagement
CASE STUDY-
REI
http://wordofmouth.org/blog/case-studies/how-rei-used-facebook-places-to-support-
local-charities-live-from-blogwell
Again, for some people, this use of geo-location is not enough.
QUICK POLL #2
What deal sites are you most
familiar with?
Which is your favorite?
Ok- lets get back to
business.
Founded: Fall 2009
Founders: Dave Payne and
Michael Tavani
Mission: “to be purveyors of
the local experience,
connecting you to your city
through hard-to-pass-up,
location-based deals, hyper-
local stories, event lists, and
other such curious finds we
collect along the way.”
How it works: by confirming
your location on your mobile
phone, unlock deals at local
businesses. Your presence is
your payment.
SCOUTMOB
WHAT MAKES THEM
UNIQUE
GROUPON MODEL
1. User pays
Groupon directly
2. Easy to forget to
redeem deals
3. 50% off teeth
whitening and
laser hair removal
SCOUTMOB
1. User does not pay
for the deal
2. You don’t use it
until you’re there
3. 50% off local
spots you would
actually go
Works great for businesses
in difficult to reach
locations.
Increase in traffic and word
of mouth well worth the per-
transaction fee.
Has renewed his promotion
several times to keep a
constant flow of new
customers and to reward his
loyal customers.
CASE STUDY-
RISE SUSHI, ATLANTA
OTHER POPULAR
LOCATION
CHECK-IN SERVICES
LevelUp
Loyalty service
Highlight
Networking
Foodspotting
Find food nearby
WE CHECK-IN TO
MEDIA/ACTIVITIES
QUICK POLL #3
How many of you have a
second screen open while
you are watching TV?
What are you doing on your
2nd screen when you are
watching on TV?
Ok- lets get back to
business.
“Nielsen reports that during the second quarter of 2012, 86% of
tablet owners and 84% of smartphone owners in the United States
said they used their second screen of choice while
simultaneously watching TV at least once during a 30-day
period.” http://www.cnn.com/2012/09/15/showbiz/tv/secon
d-screen-tv-our-mobile-society/index.html
Founded: October 2008
Founder: Alex Iskold
Mission: “to create a deeply personalized, social and connected experience around television, movies and sports.”
How it works: check-in to the entertainment you consume using the web or your mobile device. Check-ins earn you:
• Virtual stickers (you can request real stickers once a month)
• Recommendations
• Specials from certain partners
Users can check-in to tv shows, movies, books, video games, sporting events, or music.
GET GLUE
Select a media type and check-in
Rate shows and
read reviews
See what your
friends are watching
Share it with your
followers on social
networks
Over 20 unique stickers
created throughout the
season.
“Top Chef” shot from #101 to
# 4 in the Top Trending
Shows list within 2 hours of
the first sticker’s launch.
Social reach of 1.7MM users
in just 8 hours.
CASE STUDY-
TOP CHEF, SEASON 7
http://blog.360i.com/social-marketing/get-glue
Not into stickers?
Founded: June 2010
Founder: Robert F.X. Sillerman
Mission: built as “a loyalty program for television that gives people real rewards for checking into the television shows they’re watching”
How it works: Check-in to tv shows using audio verification software on a mobile app. For checking in, users earn points that can be redeemed for various reward prizes.
Additional points can be earned by playing follow-along games.
VIGGLE
Find featured shows
and check-in
Device listens for
audio fingerprint Real prizes available
for redemption- no
stickers here
Bonus points and special offers available to uses who link their
Viggle and DirectTV accounts. Creates loyalty offering for both
programming and cable provider.
OTHER POPULAR MEDIA
CHECK-IN SERVICES
Miso
Social TV Check-ins
Into_Now
Second-Screen
Engagement
Zeebox
Social TV interaction
Higher adoption rates as
more people own smart
phones
Security/Privacy concerns
might impede growth
Lean-back experiences will
be favored over second
screen
Universality of rewards and
engagement
THE FUTURE
Download and test out some
of the apps we’ve discussed
Look out for decals on your
favorite local businesses for
check-in participation and
promotions
Check out
streetfightmag.com for all
the latest on hyper-local
Think outside the box and
have fun
WHAT CAN YOU DO TO
GET STARTED?
Find me on twitter: @struletz
QUESTIONS?