MoLo, Happyface and the Local Business
I must admit that after about a year I am beginning to run out of steam as a Foursquare user… it felt like the damn thing was down most of last week whenever I was looking to check in somewhere and I’ve also begun to use both Gowalla and MyTown more regularly, so the sheer amount of checking in and the fact that I don’t go to that many new and interesting places is beginning to take its toll. Read more
Placecast Match API
Ask a geo nerd, or Angelina Jolie, about where they are and they may geekily come back with the Latitude and Longitude of the location, but for the rest of us it’s a more imprecise description… “uh at the Mickey D’s next to the Exxon”. To McDonalds corporate that may be store #1245, to on campus students it may be the ‘ickdonalds by the dorms’ to area residents it may be the McDonalds by the university and to Google Maps it may be the business at 4151 North Central Expressway. All the same friggin place.
Now in the olden days when you just bought a printed foldable map this didn’t really matter much, but nowadays in the modern inter networked world of digital maps and folks creating a dizzying array of new services helping connect people with locations, it matters more. Now within a single stand alone application like say a TomTom navigation device there is probably not much thought put into what you name a place, but in the web2.0 world where interoperability and information sharing reign, everyone needs to know what location everyone else is talking about when someone is talking about the business at 4151 North Central Expressway.
Hot Potato: for Events and Social Couch Potatos
Well unless you’ve been living under a rock, you have no doubt noticed all the buzz about Foursquare and Gowalla coming out of SXSW and Where 2.0 this year. It seems that location based mobile social networking and check-ins were all the rage there this year. There have been no shortage of followers with folks from Yelp and Facebook expected to join in on the check-in mania.
Another up and comer in this area, with a new twist, that is beginning to get some press is a company called Hot Potato. Here is where they fit in:
What they do: They create an online social network around the dimensions of “here” and “happening now”. Facebook has people at its center of gravity and Yelp has places (mostly businesses) as theirs. Folks like Foursquare and Gowalla have seen the value of connecting the two with gameplay around the places where people go.
Presence at Place of Sale (PAPOS) The New Click Rate?
So if you’ve followed the news in the mobile social networking world recently, first we had people like Yelp introduce “check in” and word that Facebook has the feature on its way, then Foursquare struck a number of big media deals which has kept the mobile location aware world on the front pages of the trade press with thoughts about new ad models focused on cost per check in.
Well after giving it a bit more thought, I’ve come to the conclusion that the industry needs a more broad “presence at place of sale” (PAPOS?) metric that could capture all the events where a person actually walks into a brick and mortar retailer and that action is recorded by any available means.
The PAPOS could then be looped back into the marketing ecosystem serving as the click or conversion rate for all advertising, both on and offline, targeted at driving brick and mortar foot traffic. Read more
