Tags: Facebook Deals, Foursquare, Location, Sports Marketing
Yesterday, Facebook announced the launch of Deals. So what is this and why does it matter?
Facebook Deals is focused on mobile and location based social media. You will recall a while back when Facebook announced it’s Places feature – now Deals layers on the ability for Places users to see what kinds of offers are around them as they check in on their mobile device. So for example – on your next trip downtown, you check in at a Starbucks and can see that there is a deal nearby you right now – perhaps a sale on team jerseys at the team store. In you go, and pick a couple jerseys up for holiday gifts.
The value is clear – but consider that a mere 1% of mobile users use any kind of check-in technology right now. So, what’s the big deal?
- Potential – Facebook has over 200 million active mobile users right now. Even 1% of that number is significant and it will likely grow.
- Risk – There is an apprehension for a lot of users surrounding the security/privacy issue of check-ins. Will it be widely adopted just as Tweets and Facebook status updates were? Time will tell…
- Behaviour – In a previous post, I shared the fact that mobile internet use will outpace desktop use by 2015. The mobile battle is underway, and the race to “own” the location services/market is on.
Current location players such as Foursquare, representing a respectable 7M+ users, offer more of a game element with badges and mayorships in addition to the feature of deals and special offers. It remains to be seen how they will respond to Facebook Deals (apparently, new features will arrive at years’ end/Q1 2011).
Lastly, what should you do about this now? My whole position on location has been a wait and see policy. In the last few months, I’ve been a heavy Foursquare user as the announcement of Places and the growth of the Foursquare platform merritted attention. I cautioned sports marketers to include location opportunities in promotions and social projects, but not to focus on them – and for good reason. This is a constantly evolving space (BTW – if your team still has a myspace page, you can take it down now), and investing too much time, energy and (hopefully) sponsor activation dollars may not add up.
The take away – claim your venue or location properties now – here’s how. Keep watching this space and your physical neighbors for what happens and evolves here. This matters.
Tags: Facebook, Foursquare, Goelocation, Sports Marketing
It’s been a couple of weeks since Facebook launched its Places feature – a geolocation function that let’s users identify their location within their social networks. I’ve seen a number of posts and articles by sports marketers about integrating Facebook Places/FourSquare into their promotional mix.
Here’s my 2 cents…
While I will agree that Places/FourSquare presents some interesting and engaging opportunities, my own experience has shown that it’s still the early days for these tools.
FourSquare does have a growing user base, but I’ve found that it still requires a fair amount of education to enable fans to use it effectively in promotions. I’m not suggesting to drop the idea of using it, but right now, my opinion is that the time required to educate and inform is greater than the benefits or rewards.
Moving forward, I would look to include a geolocation feature to a promotion, but would probably hold back on building a promo that only focused solely on that platform. Start small, and look to enhance social projects with a check-in element. For example, if you were building a promo that supported a multi-location sponsor in your market, you could offer a tiered prizing/award structure that offered something for check-ins as well as for entries for less savvy,yet still socially aware/active fans.
Ultimately, the last thing you want to do is create a digital divide. Don’t forget, there are a number of privacy concerns that were raised with this launch. So start small, measure and assess your results and continue to plan from there. Be prepared to teach your fans along the way.
Tags: Facebook, Web 3.0
As Facebook plows on towards 500 million users, there will be an estimated 6,859,480,895 people on the earth by August 1st, 2010.
So, about 1 in 13 earthlings have a Facebook profile. You get a pretty clear picture that Facebook is quite simply, A BIG DEAL – whether you like it or not.
All this rapid growth has got to stop somewhere, right? Correct. In fact, probably pretty soon. The number of Facebook users will continually grow, but likely not at the same rate. It will begin to level off – then what?
What comes next has already arrived. Recent announcements at the F8 conference back in April showed us that the web was becoming more social in its very nature. You might remember my blog post from a year ago regarding the rise of Web 3.0 – the semantic web.
What Facebook brings across the web now is “meaning”… how the content of the web is presented to the user along with its specific impact to the user’s own experience. We see this in the form of “Like” buttons. When a user reads a story on CNN.com or NHL.com, they can see how many of their Facebook friends liked it. This is what I mean by meaning… its how the web content relates to the user now in a specific and personal way. And there will be more of it… new layers of meaning, and in deeper ways.
Facebook is also changing how people use the web – it is moving from search engine as starting point to social network as starting point. You’ll also notice that Facebook now has “Community Pages” – Facebook is slowly, but surely becoming an online repository of everyone and everything. Like an immense encyclopedia, not only presented with facts – but with what those facts mean to people.
Now, that is a big deal.