Foursquare - are we missing the ball?

The blogosphere has been all a-Twitter about location-based services like Foursquare and Gowalla recently. Between the buzz of SXSW and a rumored $100 million Yahoo acquisition there's a whole playground-ful of questions about where the ball will bounce next, and onto whose square. Will Gowalla score big during the last few minutes of recess? Or maybe Facebook will pull a "big college kid" on their butts and steal the ball away entirely. Amid the speculation, I think there are some huge, obvious uses for these applications that most of us have overlooked.

Bloggers and industry observers Louis Gray and Robert Scoble both wrote some of the more interesting posts on the topic this past week, exploring the potential--and potential pitfalls--of these services. They point out that despite the hype, adoption is spotty and limited. It's still pretty darn easy to be named "mayor" of somewhere on Foursquare. Even in tech hubs like Silicon Valley, you rarely find a lot of simultaneous check-ins, unless it's at the Apple store on iPad release day. Louis raises a number of good questions, such as the one in his headline: "Should Boring Married People Check In On Location Apps?" (He has the good humor to include himself in this category.) I also liked Robert's ideas for how to make the services more appealing. He calls for a "malleable social graph" where we get tips and reviews from folks who share our tastes.

All well and good, but in some ways too subtle for where we are right now. We're so immersed in the social networking headset that we have failed to recognize that this is a case where more conventional marketing and sales techniques could be very effective. After all, it's all based around the idea of a game, with its rewards and competition. As Louis notes, game theory really does apply here. There is a lot of talk about the "tips" and other social elements of these games. But what about that amazingly prominent, hard to miss "Special Nearby" button? We don't hear much about it. But that's where companies are going to find immediate value. As Gary Vaynerchuk so succinctly put it, brands get this stuff because it's about moving people around.

There's a reason that Starbucks has signed a partnership deal with Foursquare. They see it. You can use these services to offer rewards and discounts to customers--the types of rewards that keep them coming back day after day. For all the talk about adoption, the smart brands realize this isn't such a huge barrier. If your customers aren't signed up with Foursquare now, give them a reason to do so.

There's nothing onerous here for the user. It's a free application for anyone who has a cell phone. Foursquare doesn't even require a smart phone--there's a text only version of the game. Just the way department stores get you to sign up for credit cards by offering you a 10% discount, your local clothing shop can get people to sign up for Foursquare for an instant cost break. What retailer isn't hurting right now? This trend doesn't need to be limited to big brands like Starbucks or Tasti D-Lite (another company that has leapt into Foursquare with both feet).What about your neighborhood coffee shop, Pilates studio, or wine bar? Or that really great car wash that Robert Scoble sung the praises of on Gowalla?

By creating a Foursquare or Gowalla game within a game, retailers could make shopping into a scavenger hunt. Or, they might creatively reward regular customers. It's great that lots of businesses are offering "mayor" discounts and specials. But really, how many people can be mayor? How about this: two check-ins a week for a month, and you get a free latte. And we all know how hard it is to win the "gym rat" badge on Foursquare. So what? Your neighborhood fitness center can decide to give a different reward every week for active members. Have a "check-in" at every weight station, elliptical machine and spinning class. Then give a free t-shirt to the person who tried a new routine every other week.

In short, this could be huge for businesses of all sizes. No wonder Yahoo wants to own it.

Image: Foursquare demo video (http://foursquare.com/)

A New World

This past week I attended two events that stretched and twisted by my idea of what makes a "conference" beyond any previous imagining. First, I was a featured speaker on Social Media at The BD Event, a storage industry gathering in Palo Alto. The name of the event was cause for snickering in some circles--the letters didn't stand, as some suggested, for "bondage and domination" but rather "business development." So get your minds out of the dungeon.

The second event, She's Geeky, was an "unconference" for women in tech and other geeky pursuits. I recorded two podcasts for my weekly women in tech series, TechnoGirlTalk while on site at the event and got to know a whole lot of really interesting women. The podcast was also a proud "community sponsor" of the event.

Both events were a departure from the traditional. The BD Event was, as my copanelist Stephen Foskett put it, a deconstruction of the trade show concept. It kept all of the good stuff, which involves meeting and talking with others with whom one might do business, while dispensing with the clutter--booths, vendors hawking new products, and so on. There's a nice video of Stephen explaining this on analyst David Vellante's Wikibon blog.

Here is the video:




As Stephen says in this video clip, this is what the future of what we're currently calling "social media." It's about "democratizing and personalizing communication." And as I learned later this past week, She's Geeky is part of a larger "unconference" movement, in which folks are thinking about how to tap into human ways of relating that yield new and energizing results. This is related to the way that neurons are interconnected in the brain, and all kinds of other exciting research areas. Man, is this my kind of thinking!

At She's Geeky, there were no preplanned panels or talks--the participants themselves determined this at the start of each day. The organizer, Kaliya, who is known across the interwebs as IdentityWoman described the structure to me as "more organized than a cocktail party but less than a panel of talking heads."

What struck me about this was how similar this "offline" event was to the way that my online life now functions. I went to a meeting or panel, and then if I met someone with whom I clicked in some way, we took our conversation over to a table, sat down and chatted further. Then we stood up and joined the larger stream. It worked beautifully, and it made me wonder if our culture's obsession with structure, leadership, and climbing the ladder may be crumbling in the face of these more natural and creative ways of connecting with others.

So, with all this in mind, I have to admit that I was less impressed by another gathering that took place this past week. This was one in which a charismatic leader stood up and pronounced from on high that there would be a new product sent down to the masses, and that it would be good. And speaking of snickering, this one had a name that caused much mirth among the female population. According to Gizmodo, the #2 trending topic on Twitter is not the actual "iPad," but the parody word "iTampon" -- ahead of "Apple," "Steve Jobs" and other relevant words.


Perhaps even the famously social-media-paranoid Apple might want to consider some sort of crowdsourcing before making another mega high profile gaffe like this one. Or, barring that, they could at least remember to include a woman or two on their product naming committee.

The Next Steve Jobs ... a Sarah?

Thomas Friedman, the moustachioed New York Times columnist has a piece out this week that's making the rounds of the tweetosphere. And no wonder--it's all about a subject near and dear to the hearts of techy crowd that make up the Twitterati. Tom's headline tells it all, "More (Steve) Jobs, Jobs, Jobs, Jobs." Considering that this week the entire tech world is slavering like a pack of hungry hounds about the forthcoming announcement of the Apple Tablet-- which TechCrunch hears Steve Jobs is calling "the most important thing I've ever done"--this was a well-timed headline.

But Tom doesn't so much talk about Steve Jobs as evoke him. He offers some pointed advice to President Obama: "What the country needs most now is not more government stimulus, but more stimulation. We need to get millions of American kids, not just the geniuses, excited about innovation and entrepreneurship again."

He cites two programs for youth, NationalLabDay.org and the Network for Teaching Entrepreneurship--and instructs the President to show the documentary about NFTE, www.ten9eight.com in every classroom in America.  All well and good, but I notice that neither of these programs is focused on something that might well be the key to America's success in the coming decades: encouraging young women to learn more about careers in high tech.

This is on my mind, as I'm on the committee for a conference for young women to be held next month in Los Altos, Dare2BDigital. The one-day event is sponsored by an A List of tech companies, including IBM, SAP, HP, Microsoft, Cisco and Symantec. It offers young women aged 13-16 a chance to learn more about the exciting and creative careers that await them in engineering and computer science. If I'd gone to something like this when I was a teenager, my life might well have gone very differently. The workshops demonstrate just how much fun and creativity there is in a career in tech these days--from virtual worlds to art and animation to tech journalism. I myself will work with a select group of five participants to chronicle the event in pictures and sounds, which will go live on my podcasting site, TechnoGirlTalk.

At a time when everyone's concerned about the lessons that adolescent young women are learning from movies like the Twilight series, this event seems like a breath of fresh air. This generation has unique opportunities. They are entering a world in which women are not only allowed to pursue careers of their own--but expected to. They're also living at a time when technology is offering previously undreamt of ways to communicate and change the world. I can't help but wonder if, as my headline suggests, the next big thing--the Apple of the 2020s--will be led by one of these young women. Tom and other watchers, take note.