Foursquare & the Arts Culture Lab April 29, 2011 Chicago @devonvsmith http://www.flickr.com/photos/robinzblog/
May 07, 2015
Foursquare & the Arts
Culture LabApril 29, 2011
Chicago
@devonvsmithhttp://www.flickr.com/photos/robinzblog/
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
Who? Why?
checking in enables all the good stuff to start happening
Get information about a specific venue
Check in
20% of check-ins are shared socially
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”
Be rewarded for checking in
check-ins count towards mayorships (temporary) &
badges (permanent), points count towards leaderboard w/ friends (rolling 7 day count)
Businesses can offer special discounts for
check-ins
If I don’t know what I’m looking for, I can
explore venues
this is why categories, tags, and tips matter
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
Recommendations based on friends activity, venue popularity, and my history
the more people who use foursquare, the better it gets
most “social networking” is between users, not with venue1. Monitor venue analytics & tips 2. Consider offering a special 3. Link to your Foursquare
still confused?www.getsatisfaction.com/foursquare
www.aboutfoursquare.com
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
36% have been claimed by staff 97% of venues have a mayor,
Claimed venues have 3x more activity
*but correlation does not imply causation
Venues w/ specials have 15% more unique visitors
An average venue’s level of activity
Just because you offer a special, doesn’t mean the crowds will come a’ runnin
Specials
HistoryChannel
Average venue has 424 check-ins from 155 peopleOct
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
the
low
tec
h/hi
gh t
ouch
met
hod
Multiple Temporary Venues
Mission: Edition at Christina Rey Gallery
the check-in treasure hunt
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
When Should I Visit?
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
App
endi
x
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?
Foursquare compared to other LBS
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
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
Challenges
www.hunch.com
skews young & male
perceptions of privacy concerns
www.bitsybot.com
A&E is small category
Perhaps a problem is the special being offered?