location based social networks and the arts

Location Based Social Networks

& the ArtsSocial Media Masterclass

April 18, 2011Z Space, San Francisco

@devonvsmith http://www.flickr.com/photos/kylesteeddesign/

http://www.flickr.com/photos/kylesteeddesign/

http://www.flickr.com/photos/kylesteeddesign/

Our Agenda

4 minutes 6 minutes 10 minutes

10 minutes

30 minutes

15 minuteshttp://www.flickr.com/photos/tonx/

http://www.flickr.com/photos/tonx/

http://www.flickr.com/photos/tonx/

What’s an LBS?“an information or entertainment service that uses the geographical position of a mobile device” -wikipedia

the review

the business card

the crisis map

the random group experience

the augmented reality

the searchthe game

the discount

the check in

A Million Ways to Check Intouch phone

bump your phone

snap a photo (QR)

tap your phone (NFC)

sms

always on GPS

mobile-enabled browser

via another LBS

wave your phone (RFID)

audio signalaudio signal

Google Places Facebook Places Yelp Foursquare

Users 50 million + 30 million + 45 million 9 million

Age 1.5 years < 1 year 6.5 years 2 years

Location 42 countries 22 countries 8 countries 200 countries

Venues can pay for Boost ad, Google tag, AdWords

Ads Ads Badges

Verify venues by phone or postcard phone or uploaded docs phone phone, postcard, or email

% of activity is mobile ? 25% 35% 90%

claimed venues /% venues classified arts

6 million ? 8% 250,000

Venues can offer coupons deals (beta) coupons, specials & deals specials

Users with special powers

n/a n/a elite squad super users

Game Mechanics n/a n/a Royalty & Badges Mayor & Badges

Reviews are Scraped from the web & user added reviews

User added comments User added reviews User added tips

as of April 2011

SEO ReviewsIncrease Page Likes

LoyaltyBottom line?

Who? Why?

What about San Francisco Arts Orgs?

22 different kinds of arts orgs from around SF:6th Street PlayhouseCalifornia Shakespeare TheaterChildren's Discovery Museum of San JoseCommunity School of Music and Arts (CSMA)Contemporary Jewish MuseumCounterPULSECreativity ExploredKuumbwa Jazz

Livermore Valley OperaMeridian GalleryMontalvo Arts CenterRoss Valley PlayersSan Francisco OperaSan Jose Institute of Contemporary ArtSOMArts Cultural CenterStanford Jazz Workshop

Stern Grove FestivalThe San Francisco Gay Men's ChorusTheatre Bay AreaTown Hall TheatreYerba Buena Center for the ArtsZ Space

Foursquare = 304Facebook = 142

What about San Francisco Arts Orgs?

22 different kinds of arts orgs from around SF:6th Street PlayhouseCalifornia Shakespeare TheaterChildren's Discovery Museum of San JoseCommunity School of Music and Arts (CSMA)Contemporary Jewish MuseumCounterPULSECreativity ExploredKuumbwa Jazz

Livermore Valley OperaMeridian GalleryMontalvo Arts CenterRoss Valley PlayersSan Francisco OperaSan Jose Institute of Contemporary ArtSOMArts Cultural CenterStanford Jazz Workshop

Stern Grove FestivalThe San Francisco Gay Men's ChorusTheatre Bay AreaTown Hall TheatreYerba Buena Center for the ArtsZ Space

Foursquare = 304Facebook = 142

Yelp = 49Google = 8

shows up in universal search, maps mobile app, Hotpot reviews, google.com/maps

get access to venue analytics



important that this exactly

matches your website for SEO (20% of

searches have local intent)







you can offer coupons or updates

for free






you can respond to reviews by

google users

you can offer coupons or updates

for free

open up the Google Places app

browse venues by category



learn (a little) more about the venue

rate the venue

Google has experimented with window clings and other events in Portland, Charlotte, Madison, Austin, Vegas




rate the venue

Google Hotpot is a recommendation engine for users

that utilizes Google Places





rate the venue

Google Hotpot is a recommendation engine for users

that utilizes Google Places


you can pay for Google tag, AdWords, or Boost Ads




rate the venue

Ask: How much of your traffic is driven by local search?

http://bit.ly/GooglePlacesYouTubestill confused?

1. Monitor analytics (Google will email them to you every month)

http://bit.ly/GooglePlacesYouTube





2. Respond (as necessary) to comments






2. Respond (as necessary) to comments 3. Consider coupons, updates, google tags, boost ads



claim your place. if you don’t have a place yet,

you must be in physical location to create



if you merge your page & place, you lose ability to set landing page, but gain these

70 “likes”



add photos & info similar to your Facebook Page


70 “likes”



great idea to post & let users

know you’re paying attention



70 “likes”



great idea to post & let users

know you’re paying attention


this is where a deal would show up if offered


70 “likes”

open Facebook app, select Places

see where friends are


search for nearby places



search for nearby places


check in & tag friends

this is where a deal would show up if offered

discover Facebook Page


Ask: Could your Page activity be improved via Places?1. Monitor Place analytics

http://bit.ly/FacebookDealsPDF

http://bit.ly/FacebookPlacePDFstill confused?

http://bit.ly/FacebookPlacePDF




Ask: Could your Page activity be improved via Places?1. Monitor Place analytics 2. Monitor Page analytics

In the past, Facebook has prioritized check-ins in the newsfeed











4. Consider Facebook Deals






core experience is

the user review

unlock your venue

core experience is

the user review

unlock your venue

add the story of your org

core experience is

the user review

unlock your venue


core experience is

the user review

you & users can add photos

unlock your venue


you can publicly

respond to comments

core experience is

the user review


unlock your venue

make announcements,

offer coupons, check-in specials


you can publicly

respond to comments

core experience is

the user review


unlock your venue

make announcements,



you can publicly

respond to comments

core experience is

the user review


you might consider these venues “competitors”

unlock your venue

make announcements,



you can publicly

respond to comments

core experience is

the user review


you can run ads

you might consider these venues “competitors”

Open up the Yelp app

Browse nearby venues by category

Browse within the category

# & stars are indicative

Browse info about the venue





Browse info about the venue





Filter venues by type

Browse by distance

Check-in to the venue

social sharing

users can earn 20 badges

users compete with their entire city

What else do you need to know about Yelp?



users can redeem discounts

yelp deals = Groupon




users can redeem discounts

yelp deals = Groupon


yelp events promoted in weekly e-newsletter

yelp will send you window cling if 3.5+ & “enough” reviews

yelp rewards their community w/ ‘elite squad’ events

Is there an opportunity to have a conversation with amateur reviewers about norms in critiquing art?

Or do we give up that “right” in this newly social world?

Ask: Are reviews important to your audience?


weekly email sent to you



monitor activity



monitor activity

respond (as necessary) to reviews



monitor activity


link to your reviews and/or add a Facebook app



monitor activity

consider discounts





monitor activity

consider discounts



yelp user demographics

“makes the world easier to use”

image from http://mashable.com/2011/01/03/art-of-checkin/

http://mashable.com/2011/01/03/art-of-checkin/


“makes the world easier to use”

image from http://mashable.com/2011/01/03/art-of-checkin/

enables serendipitous interactions

motivates behavior

discovers new

placesencourages loyalty

records history



checking in enables all the good stuff to start happening

Open up the Foursquare app

“shouts” allow you to send messages to friends/followers

without checking in anywhere


Look for the venue I want to check-in to

any user can create a new venue, so

sometimes you’ll see “fake” venues like “in

line for tickets”








line for tickets”

Browse specials to see if I should go elsewhere








line for tickets”

Get information about a specific venue

Browse specials to see if I should go elsewhere




venue owners limited in amount of info they can post

I can explore what’s going on nearby

important to include your venue phone # &

twitter profile

I can explore tips left by other users




twitter profile


I can check in

20% of check-ins are shared socially




twitter profile


I can check in

20% of check-ins are shared socially

I’m rewarded for checking in

Foursquare decides on what to award points for,

20+ different reasons




twitter profile

If I don’t know what I’m looking for, I can

explore venues

this is why categories, tags, and tips matter

the more people who use foursquare, the better this gets

Foursquare runs a recommendation

algorithm


explore venues




algorithm

Recommends venues based on friends,

general population


explore venues




algorithm

Recommends venues based on friends,

general populationAnd my own history


explore venues



motivational nudges

I’m competing against myself, and my friends

check-ins count towards mayorships (temporary) &

badges (permanent), points count towards leaderboard w/ friends (rolling 7 day count)

motivational nudges

I can leave notes (to-dos) for myself or my friends




motivational nudges





When I check-in near that venue later,

4sq will remind me

brands can leave tips or to-dos

at any venue

motivational nudges





If friends check-in nearby, 4sq will notify me

When I check-in near that venue later,

4sq will remind me

brands can leave tips or to-dos

at any venue

what’s this about badges?

images from www.foursquaregrader.com

There have been over 300, many are only temporarily available to earn and then retired. Foursquare makes up its own badges, and some brands have paid to get a sponsored badge

http://www.foursquaregrader.com

http://www.foursquaregrader.com

If you have a physical venuehttp://foursquare.com/business/

http://foursquare.com/business/



Some categories & tags count towards badges





Venue staff can’t earn mayorships, but do get

access to venue analytics






access to venue analyticsEmbed an “add to my foursquare to-do list”

button anywhere







That’s a lot of people

Embed an “add to my foursquare to-do list”

button anywhere



If you have a physical venue If you don’thttp://foursquare.com/business/






button anywhere



If you have a physical venue If you don’thttp://foursquare.com/business/

Just like “followers” on Twitter






button anywhere



Challenges

www.hunch.com

skews young & male

http://www.hunch.com


Challenges

www.hunch.com

skews young & male

www.bitsybot.com

A&E is small category



http://www.bitsybot.com


Challenges

www.hunch.com

skews young & male

perceptions of privacy concerns

www.bitsybot.com

A&E is small category





Ask: Is loyalty important to your business? 1. Monitor venue analytics & tips

still confused?www.getsatisfaction.com/foursquare

www.aboutfoursquare.com

http://www.getsatisfaction.com/foursquare




Ask: Is loyalty important to your business? 1. Monitor venue analytics & tips 2. Consider offering a special







Ask: Is loyalty important to your business? 1. Monitor venue analytics & tips 2. Consider offering a special 3. Link to your Foursquare







76 nonprofit theatres, budgets $1M - $50M+ tracked since Jan 2010

*with apologies to the non-theatres in the crowd

http://bit.ly/theatresonfoursquare



Average venue has 4 tips, last updated 3 months ago55% of mayors are male

97% of venues have a mayor, 36% have been claimed by staff

An average venue’s level of activity

Claimed venues have 3x more activity

*but correlation does not imply causation


Claimed venues have 3x more activity

*but correlation does not imply causation

Venues w/ specials have 15% more unique visitors


Just because you offer a special, doesn’t mean the crowds will come a’ runnin

Average venue has 424 check-ins from 155 peopleOct


Specials



Specials

HistoryChannel


Early Venues have More Check Ins

Foursquare rolled out in 5 stages across the US. Some cities didn’t get access until Jan 2010

1 minute case studies

Mission: Edition at Christina Rey Gallery

the check-in treasure hunt

When Should I Visit?

using Foursquare’s API

permanent record/social proof

technical challenges to working with the API

highlight loyal customers

permanent record/social proof

give human connection to your staff

using Foursquare’s API

the

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tec

h/hi

gh t

ouch

met

hod

Badg

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the check-in that anticipates what you need to know

the check-in that makes introductions

the check-in that recommends how to get healthy

the check-in as your digital wallet

the check-in as a trigger for unlocking a door, starting a coffee machine

the check-in to a piece of content

overwhelmed?*

1. Claiming your venues & completing profiles takes < 1 hour each2. Allow networks to email you stats regularly3. Use comments as an authentic feedback mechanism4. Consider the potential value of advertising/specials5. Consider experimenting with Foursquare

*Shhhh...most of the “social networking” done on LBS is among users, not between users & venues

Questions?

Ideas?

Stories?

Gripes?

location based social networks and the arts

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