social media brasil 2010
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Social Loca)on Transforming Loca.on as a Ego Digital ba4le Rafael Siqueira -‐ CTO
Ma4hew Honan, Wired Magazine, January 2009
“millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the internet to share that info, merge it with online databases, and find out what—and who—is in the immediate vicinity. !...simply put, location changes everything.” !
Quotes “People want to talk about Places”!
The future of local referrals lies not in reviews and ratings from semi anonymous individuals, but rather in trusted recommendations from people I know!
55% of all SMSs ask "Where are you?”!
Some say that Augmented Reality will do for mobile what satellite imagery did for maps !
"Maps aren't just for driving directions. They are a way that humans understand their planet”!
location has taken off …!
Source: Borrell Associates, May 2008 “What Local Media Sites Earn – Annual Report.”
loca%on-‐based online adver%sing loca%on-‐based iPhone apps
community mapping gps-‐enabled phones loca%on device sales
geolocation in the smartphones!
location is a game changer for social networks.!
passive
par)cipatory
real-‐)me
what have you been up to?!
where are you? can I join?!
what are you doing right now?!
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connecting people, locals and informations around you!
app developers now regularly incorporate game mechanics and reinforce desired behavior through
rewards, incentives and virtual goods!
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act1: how to turn the real world !into a game!
checking in!
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foursquare badges are "silly, but people dig them”!
“!
act2: how do you use software!to change behavior!
the check-in is kinda boring, what´s interesting is what happens next"!
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act3: turning digital candy into!real world rewards!
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act3: turning digital candy into!real world rewards!
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free prize inside!
inspiring unexpected journeys.!
connecting with friends.!
redirecting travel plans and rewarding adventure.!
Capturing and sharing life experiences in realtime.!
Making people smile.!
2009.3.11
foursquare!
foursquare!
gowalla!
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mytown!
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twitter places!
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Ovi Maps are now completely free and becoming very popular. Since their launch on January 19, they've been averaging nearly 100,000 downloads per day.!
Ovi Maps: 7 million downloads of Ovi Maps 3 so far!
ovimaps!
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ovimaps on facebook!
Darwin Bell on Flickr : http://www.flickr.com/photos/darwinbell/3283515018/
privacy and trust!
Jerry Silfwer on Flickr : http://www.flickr.com/photos/8857708@N06/2307921375/
wanted: informed and insightful publicity!
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Op)ng out Provia 17 on Flickr : hBp://www.flickr.com/photos/59287279@N00/3000233643/
hBp://l.yimg.com/g/images/spaceball.gif
we are watching you!
Herzogbr on Flickr : hBp://www.flickr.com/photos/herzogbr/2783660249/
phone book!
Credit Cards on Flickr : hBp://www.flickr.com/photos/k9ine/177671367/sizes/o/
credit cards!
Gwynhafyr on Flickr : hBp://www.flickr.com/photos/gwynhafyr/3459273879/
mail-shot marketing databases!
whois information!
Opacity on Flickr : hBp://www.flickr.com/photos/opacity/4183985730/ opting in!
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show me the money!
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M- Coupons Advertising
Event & Movie Ticketing Restaurant & Hotel Reservations
Mobile Wallet
Driving & Walking Directions
Yellow & White Pages
Event, Movie, Restaurant, Hotel, Pub, ATM
Multimedia Messaging Service Information sharing Private / Public / Group Mobile Notes
M-Vite Buddy Finder M-Classifieds I’m Free Date Finder
Maps Traffic Services Transit
Emergency Services, Finder, Flight Finder
Buy It
Find It
Share It
Route It
Gaming Shopping
Customized Finder
offering a full suite of !integrated viral applications!
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apontador local!
movement intelligence!
Confidential 43
nowadays !LBS data = checkIn @ place!no personalization, no targeting !
future !store LBS data over space, time and weather!
location history for understanding & personalization!
estimate age and profile of each user anonymous!
automated personalized recommendation!
behavior target!
how people move in the space, in the )me and in the weather
local search with real time metrics!
Known Loca%on Time
location and time relevant
content!
context!
high relevance: mobile content and offers can be presented to that driver!
user recommendation!collective intelligence!
use a “recommendation” metaphor based on:!
- user profile/preferences!- location!
- driving context (e.g. speed, traffic congestion,
next upcoming maneuver)!
targeted offer!
local interest!(pre-set search)!
Virtual billboard!
“if you ask me, ʻwhatʼs the UI in five years?ʼ itʼs a pair of
glasses.”!Tim OʼReilly!
the future!
Flickr: Jamais Cascio
social augmented reality
social augmented reality!the knowledge of joining a crowd and knowing:!• who do I know here?!• where do I know them from?!• who should I get to know?!• who here is single?!• are there any naked pictures of them on the
internet?!
Ian on Flickr : hBp://www.flickr.com/photos/ianaberle/4185095125/
thoughts!
geolocation in the smartphones!
“we can make the internet work!better by making it understand!how we talk in the real world”!
Billy V on Flickr : http://www.flickr.com/photos/billyv/352560572/
Itʼs not about where you are …!Alwaysordinary on Flickr : hBp://www.flickr.com/photos/sempre_ordinario/3492703820/
… itʼs about where youʼve been!Jrusbatch on Flickr : hBp://www.flickr.com/photos/jrusbatch/3626348821/
Bill Gates!
Famous Quote!
“We always overestimate the change !that will occur in the next two years and !underestimate the change that will occur !in the next ten.”!
58 What Makes The Pie Shop Tick on Flickr : http://www.flickr.com/photos/hollywoodplace/3016264752/
Confidential 59
apontador 2000!
Confidential 60
apontador 2010!
apontador – hyperlocal content!
Mapping & Routes Turn by Turn Naviga%on Corridor Search
Proximity Search Traffic Manager Loca%on Adver%sing
www.apontador.com.br
twiBer.com/rafaelsiqueira
twiBer.com/apontador
Thanks for Listening!
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