How are people really using location-based social media? Find out what’s trending, what’s essential, and what’s overhyped. Learn what works today and how these shifts in consumer behavior provide clues as to how location will matter even more in the years ahead.

1. Social and Location: The Consumer Perspective David Berkowitz Senior Director of Emerging Media & Innovation, 360i [email_address] Twitter: @dberkowitz Blog: blog.360i.com / MarketersStudio.com URL pre-shortened for your convenience: http://bit.ly/dbsocial

2. Nice to meet you. Look at all these friendly people who attend SMC Atlanta events!

3. Here’s me in my official work photo. I look dreadful. I was sick on picture day. Ugh.

4. I do have a lot of fun at work (digital marketing agency 360i). This is more typical.

5. STEVEN CONSUMER Today’s about consumers though, so here I am as a consumer at a restaurant in Hong Kong with a waitress whose nametag read “Steven Chan” (it’s not her name).

7. Check-ins

8. Check-ins: in search of their second life Ghost of the mayor of whotheheckcares Check-ins for the sake of checking in and seeing where your friends are doesn’t do it for most people.

9. 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.

10. Check-ins: provide value beyond gaming Sonar.me is one of my favorite new apps, as it tells you when Twitter followers or 2 nd degree social friends are somewhere with you. Awesome.

11. The Verdict I know where my friends are. Give me a better reason to check in and maybe I’ll do it.

12. Local Q&A

13. 7. Local Q&A: the best minds are local minds… sometimes Localmind is pretty fascinating. You can ask questions to people checked in near you. We’ll see if it can sustain itself as a standalone service.

14. It’s not just mobile How do you pronounce LOCQL? No idea. But it’s designed to be a local Q&A service for the web.

15. ChaCha steps up its answers Who can forget ChaCha, the mobile Q&A pioneer? 1 billion questions have been answered so it’s doing something right.

16. The Verdict Promising concept in 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.

17. Connecting digital & physical worlds

18. Augmented reality: the potential to stop sucking Augmented Reality 1.0 was entirely a gimmick. Will that fate escape Aurasma, which can Harry Potter-ize the world? Watch the demo .

19. 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

20. 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

21. 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.

22. 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 .

23. Google Nexus S: the first drop of the NFC deluge Google’s Nexus S is the first US mass market phone with full NFC capabilities. Expect a bunch to be available by the holidays.

24. http://www.flickr.com/photos/punkybshouse/5189942259 A stopgap approach as we wait for more NFC devices revolves around stickers, but not the puffy, googly eyed kind. Dang. 

25. Slurp First Data’s GoTags at 7-Eleven Here’s an example from 7-Eleven with FirstData, which powers payment terminals. A sticker linked to your account allows you to pay instantly and gain loyalty rewards. Our phones only have room for so many stickers – this is truly a Band-Aid, not the future.

26. Mixi: All the world’s an NFC check-in Mixi designed an NFC-powered check-in sticker so you can prove you are physically inside a location when checking in or earning rewards. Smart.

27. Google throws down the gauntlet Google’s huge foray into NFC now revolves around Google Wallet, lining up some heavy duty partners. See more at google.com/wallet .

28. The Verdict AR, QR, NFC - OY! Show me the payoff and deliver on it, and I’ll give it a shot.

29. Thanks everyone! Thanks, everyone! David Berkowitz dberkowitz @360i.com @dberkowitz / @360i MarketersStudio.com / blog.360i.com