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Ok, it’s true confession time. When I first heard of the check-in applications, such as GoWalla or Foursquare, my initial thought was, “Who Cares?”. Now, having used Foursquare for a few months, I’m actually enjoying it! And I believe there are some great reasons to use check-in apps as part of your online marketing strategy.
So, for those who may not know, (or maybe resistant, like I was), these check-in applications allow you to update your status with an indication of your current place and location. So, let’s say for instance that I’ve gone to dinner at my favorite Italian restaurant, I can “check in” here, and all my Foursquare friends will know I’m there. You can, optionally, also choose to update your Twitter or Facebook status as well. And you can add a comment or message, like “Fantastic garlic knots.”
On Foursquare, you are awarded points for your checkins, and they increase in value the more frequently you check in. You get +1 point for checking in, and +5 points for checking in from a new location. If you check in to multiple places in a day, you are awarded additional points. You are then awarded badges based on your activity.
I have found the badges to be, generally, both clever and fun. On a recent to trip to Denver, I checked in at Denver International Airport, and unlocked the Swarm badge- which you get when 30 or more people check in from the same location. Additionally, if you check in from a place more than anyone else, you can become the Mayor of that location.
So the playful nature of this process is very appealing. It’s also fun to see what badges your friends have unlocked, and to use the application to gain a location and place based sense of what your friends are doing that day.
Great, you say- sounds like fun. But how can this help me in my marketing?
(Glad you asked!)
Here are some ways check in apps can help your marketing:
1) They can drive branding. We all need ways to stand out within our market space. If you have interesting hobbies and activities, people will naturally want to follow you and learn more. You will have succeeded in gaining their attention and notice.
2) They can drive relationship building. The apps let you in on the daily routine of a person’s life (the parts they choose to share)- and this can help you get to know them better and seek common ground.
3) People are attracted to movement and action. If they see you moving about the world, taking part in different events, different activities, you are (no pun intended) automatically seen as a “mover and shaker”– this can position you for opportunities and contacts.
4) You can build greater influence. You can use your “check-in” status to make recommendations and suggestions for those in your friends list. These can help you be seen as conscientious and helpful.
5) Finally, they’re fun. I love to see what other people are doing and to make note of places I’d like to try too. Again, the first part of all marketing is to get attention- and the check-in apps can help you do this well.
So if you’ve been reluctant to start checking-in, you might want to reconsider. And yes, I’d love to be Foursquare friends.
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In case you hadn’t heard (or read), Twitter.com is changing its interface.
Preliminary reports suggest that there will be a wider right sidebar, giving you more room to display your followers and following count, as well as your list count.
In addition, you’ll have access to more robust recommendations.
But, perhaps, the most significant change will be the inclusion of pictures, videos, and [possibly] audio, right in your tweetstream. No longer will you have to use a 3rd party service to provide this type of content in Twitter.
You’ll have the option to turn this feature on and off, determining whose non-text content actually shows up on your page and in your tweetstream.
Twitter is also adding a map and geolocation feature, which will also show up in your right sidebar. In addition, if you link to a product, that will also show up in the detail pane, right in Twitter.
Basically, what it seems like Twitter is trying to do is make the site easier to use, with more relevant information. All this while decreasing the reliance on third party services.
What it seems like, to me, is that Twitter is going to become kind of a hybrid between Facebook, Amazon.com, and Foursquare. Certainly, it will be including a certain level of functionality present in all those other sites.
So what does this mean for you, the user?
1) If you have a custom background or custom Twitter page, you might need to redesign it. This is to accommodate the increased width of the new sidebars.
2) You’ll have an easier time finding people to follow, and in understanding why you should follow them. This means you may find it easier to grow your network on Twitter.
3) You’ll have the opportunity to experience rich media directly on the site, saving you some clicks and (possibly) some time.
Now, since most people respond negatively to change, at least at first, it will be interesting to see whether people love or hate the redesign.
As it rolls out, let me know what you think.
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