social and location: the consumer perspective - social media club atlanta

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Social and Location: The Consumer Perspective

David BerkowitzSenior Director of Emerging Media & Innovation, 360idberkowitz@360i.comTwitter: @dberkowitzBlog: blog.360i.com / MarketersStudio.com

URL pre-shortenedfor your convenience:http://bit.ly/dbsocial

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Nice to meet you. Look at all these friendly peoplewho attend SMC Atlanta events!

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Here’s me in my officialwork photo. I look dreadful.I was sick on picture day.

Ugh.

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I do have a lot of fun at work(digital marketing agency 360i).

This is more typical.

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STEVEN

CONSUMER

Today’s about consumers though,so here I am as a consumer at arestaurant in Hong Kong with a waitress whose nametag read

“Steven Chan” (it’s not her name).

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What we’ll cover today

Intro

3 Key areas:

1.Check-ins

2.Local Q&A

3.Connecting digital & physical worlds

Hand over the mic

The part about handing overthe mic was in the contract

for the event. SMC got somegreat panelists though so I did

so willingly enough.

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Check-ins

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Check-ins: in search of their second life

Ghost of the mayor of

whotheheckcares

Check-ins for the sake ofchecking in and seeing where your friends are doesn’t do it

for most people.

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Prizes don’t hurt

SCVNGR avoids this by focusing on games,often with tangible rewards such as this

program with Buffalo Wild Wings.Foursquare focuses on recommendations.Think hard about the value proposition,

and communicate it accordingly.

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Check-ins: provide value beyond gaming

Sonar.me is one of my favoritenew apps, as it tells you whenTwitter followers or 2nd degreesocial friends are somewhere

with you. Awesome.

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The Verdict

I know where my friends are.Give me a better reason

to check in and maybe I’ll do it.

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Local Q&A

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7. Local Q&A: the best minds are local minds… sometimes

Localmind is pretty fascinating.You can ask questions to peoplechecked in near you. We’ll see

if it can sustain itself as a standalone service.

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It’s not just mobile

How do you pronounce LOCQL?No idea.

But it’s designed to be a localQ&A service for the web.

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ChaCha steps up its answers

Who can forget ChaCha, the mobile Q&A pioneer?

1 billion questions have beenanswered so it’s doing

something right.

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The Verdict

Promising conceptin search of

better execution

ChaCha’s done fine and all,but there still seems to be an

opportunity to tap the knowhow of local experts,

especially via mobile.

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Connecting digital & physical worlds

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Augmented reality: the potential to stop sucking

Augmented Reality 1.0 wasentirely a gimmick.

Will that fate escape Aurasma,which can Harry Potter-ize

the world? Watch the demo.

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QR: how to do it perfectly wrong

1. Spot the prominent code on the billboard

2. Scan the code 3. This is what you get? UGGGHHHHH

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QR: how to do it perfectly right

1. Spot the prominent code on the billboard

2. Notice call to action & value proposition

3. Deliver on the goods

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QR codes on screen: side with Stewart on this one

Jon Stewart nailed it when he mused on how dumb it is

to put QR codes on TV. Scan his below.

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10. NFC: bound to make an early adopter of Costanza

The “Costanza wallet” may have met its match with Near Field Communication (NFC), which doesn’t just replace credit cards with mobile payments but adds features like

loyalty rewards and social sharing.

For my SXSW ‘11 talk on NFC (with added updates) visit http://bit.ly/sxswnfc.

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Google Nexus S: the first drop of the NFC deluge

Google’s Nexus S is the firstUS mass market phone with fullNFC capabilities. Expect a bunchto be available by the holidays.

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A stopgap approach as wewait for more NFC devicesrevolves around stickers,

but not the puffy, googly eyedkind. Dang.

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Slurp First Data’s GoTags at 7-Eleven

Here’s an example from 7-Elevenwith FirstData, which powerspayment terminals. A stickerlinked to your account allows

you to pay instantly andgain loyalty rewards.

Our phones only have room for somany stickers – this is truly a

Band-Aid, not the future.

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Mixi: All the world’s an NFC check-in

Mixi designed an NFC-poweredcheck-in sticker so you can prove

you are physically inside a location when checking in or

earning rewards. Smart.

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Google throws down the gauntlet

Google’s huge foray into NFCnow revolves around Google

Wallet, lining up some heavy dutypartners.

See more at google.com/wallet.

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The Verdict

AR, QR, NFC - OY!Show me the

payoff and deliveron it, and I’llgive it a shot.

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Thanks everyone!

Thanks, everyone!

David Berkowitzdberkowitz @360i.com@dberkowitz / @360i

MarketersStudio.com / blog.360i.com