Location based social networks have grown enormously in the past 2 years. We'll dive deep into Google Places, Yelp, Facebook Places, and Foursquare with nonprofit arts data nationally and specific to San Francisco, as well as a few case studies. Lots of screenshots, and graphs too!

1. Location Based
Social Networks
& the Arts
Social Media Masterclass
April 18, 2011
Z Space, San Francisco
@devonvsmith http://www.flickr.com/photos/kylesteeddesign/

2. Our Agenda
10 minutes
4 minutes 6 minutes 10 minutes 30 minutes
15 minutes
http://www.flickr.com/photos/tonx/

3. What’s an LBS?
“an information or entertainment service that uses the
geographical position of a mobile device” -wikipedia
the game the crisis map
the search
the business
the discount card
the check in
the
augmented reality the random
group experience
the review

4. A Million Ways to Check In always on GPS
touch phone
audio signal
audio signal
sms
tap your phone
(NFC)
via another LBS
wave your phone bump your
(RFID) phone
snap a photo
(QR)
mobile-enabled
browser

5. Google Places Facebook Places Yelp Foursquare
Users 50 million + 30 million + 45 million 9 million
Age 1.5 years < 1 year 6.5 years 2 years
Location 42 countries 22 countries 8 countries 200 countries
Boost ad, Google tag,
Venues can pay for Ads Ads Badges
AdWords
Verify venues by phone or postcard phone or uploaded docs phone phone, postcard, or email
% of activity is mobile ? 25% 35% 90%
claimed venues / 6 million ? 8% 250,000
% venues classified arts
Venues can offer coupons deals (beta) coupons, specials & deals specials
Users with special n/a n/a elite squad super users
powers
Game Mechanics n/a n/a Royalty & Badges Mayor & Badges
Scraped from the web &
Reviews are User added comments User added reviews User added tips
user added reviews
Bottom line? SEO Increase Reviews Loyalty
Page Likes
as of April 2011

6. Who?

7. Who? Why?

8. What about San Francisco Arts Orgs?
Foursquare = 304
Facebook = 142
22 different kinds of arts orgs from around SF:
6th Street Playhouse Livermore Valley Opera
Stern Grove Festival
California Shakespeare Theater Meridian Gallery
The San Francisco Gay Men's Chorus
Children's Discovery Museum of San Jose Montalvo Arts Center
Theatre Bay Area
Community School of Music and Arts (CSMA) Ross Valley Players
Town Hall Theatre
Contemporary Jewish Museum San Francisco Opera
Yerba Buena Center for the Arts
CounterPULSE San Jose Institute of Contemporary Art
Z Space
Creativity Explored SOMArts Cultural Center
Kuumbwa Jazz Stanford Jazz Workshop

9. What about San Francisco Arts Orgs?
Foursquare = 304 Yelp = 49
Facebook = 142 Google = 8
22 different kinds of arts orgs from around SF:
6th Street Playhouse Livermore Valley Opera
Stern Grove Festival
California Shakespeare Theater Meridian Gallery
The San Francisco Gay Men's Chorus
Children's Discovery Museum of San Jose Montalvo Arts Center
Theatre Bay Area
Community School of Music and Arts (CSMA) Ross Valley Players
Town Hall Theatre
Contemporary Jewish Museum San Francisco Opera
Yerba Buena Center for the Arts
CounterPULSE San Jose Institute of Contemporary Art
Z Space
Creativity Explored SOMArts Cultural Center
Kuumbwa Jazz Stanford Jazz Workshop

11. shows up in
universal search,
maps mobile app,
Hotpot reviews,
google.com/maps

12. shows up in
universal search,
maps mobile app,
Hotpot reviews,
google.com/maps get access to venue analytics

13. shows up in
universal search,
maps mobile app,
Hotpot reviews,
google.com/maps get access to venue analytics
important that
this exactly
matches your
website for
SEO (20% of
searches have local
intent)

14. shows up in
universal search,
maps mobile app,
Hotpot reviews,
google.com/maps get access to venue analytics
important that
this exactly
matches your
website for
SEO (20% of
searches have local
intent)
you can offer
coupons or updates
for free

15. shows up in
universal search,
maps mobile app,
Hotpot reviews,
google.com/maps get access to venue analytics
important that
this exactly
matches your
website for
SEO (20% of
searches have local
intent)
you can offer
coupons or updates
for free
you can
respond to
reviews by
google users

16. open up the browse venues
Google Places app by category

17. open up the browse venues learn (a little) more
rate the venue
Google Places app by category about the venue

18. open up the browse venues learn (a little) more
rate the venue
Google Places app by category about the venue
Google has experimented with window
clings and other events in Portland,
Charlotte, Madison, Austin,Vegas

19. open up the browse venues learn (a little) more
rate the venue
Google Places app by category about the venue
Google has experimented with window
clings and other events in Portland,
Charlotte, Madison, Austin,Vegas
Google Hotpot is a
recommendation engine for users
that utilizes Google Places

20. open up the browse venues learn (a little) more
rate the venue
Google Places app by category about the venue
Google has experimented with window you can pay for Google tag,
clings and other events in Portland, AdWords, or Boost Ads
Charlotte, Madison, Austin,Vegas
Google Hotpot is a
recommendation engine for users
that utilizes Google Places

21. Ask: How much of your traffic is driven by local search?
1. Monitor analytics (Google will email them to you every month)
still confused? http://bit.ly/GooglePlacesYouTube

22. Ask: How much of your traffic is driven by local search?
1. Monitor analytics (Google will email them to you every month)
2. Respond (as necessary) to comments
still confused? http://bit.ly/GooglePlacesYouTube

23. Ask: How much of your traffic is driven by local search?
1. Monitor analytics (Google will email them to you every month)
2. Respond (as necessary) to comments 3. Consider coupons, updates, google tags, boost ads
still confused? http://bit.ly/GooglePlacesYouTube

25. claim your place.
if you don’t have a place yet,
you must be in physical
location to create

26. if you merge your page &
place, you lose ability to set
landing page, but gain these
70 “likes”
claim your place.
if you don’t have a place yet,
you must be in physical
location to create

27. add photos & info similar to
your Facebook Page
if you merge your page &
place, you lose ability to set
landing page, but gain these
70 “likes”
claim your place.
if you don’t have a place yet,
you must be in physical
location to create

28. add photos & info similar to
your Facebook Page
if you merge your page &
place, you lose ability to set
landing page, but gain these
70 “likes”
claim your place. great idea to
if you don’t have a place yet, post & let users
you must be in physical know you’re
location to create paying attention

29. add photos & info similar to
your Facebook Page
this is where a deal would
show up if offered
if you merge your page &
place, you lose ability to set
landing page, but gain these
70 “likes”
claim your place. great idea to
if you don’t have a place yet, post & let users
you must be in physical know you’re
location to create paying attention

30. open Facebook app,
select Places

31. open Facebook app, see where
select Places friends are

32. open Facebook app, see where search for
select Places friends are nearby places

33. open Facebook app, see where search for check in & discover
select Places friends are nearby places tag friends Facebook Page
this is where a deal
would show up if offered

34. Ask: Could your Page activity be improved via Places?
1. Monitor Place analytics
http://bit.ly/FacebookDealsPDF
still confused?
http://bit.ly/FacebookPlacePDF

35. Ask: Could your Page activity be improved via Places?
1. Monitor Place analytics 2. Monitor Page analytics
In the past, Facebook has prioritized
check-ins in the newsfeed
http://bit.ly/FacebookDealsPDF
still confused?
http://bit.ly/FacebookPlacePDF

36. Ask: Could your Page activity be improved via Places?
1. Monitor Place analytics 2. Monitor Page analytics
In the past, Facebook has prioritized
check-ins in the newsfeed
3. Respond (as necessary) to comments
http://bit.ly/FacebookDealsPDF
still confused?
http://bit.ly/FacebookPlacePDF

37. Ask: Could your Page activity be improved via Places?
1. Monitor Place analytics 2. Monitor Page analytics
In the past, Facebook has prioritized
check-ins in the newsfeed
4. Consider Facebook Deals
3. Respond (as necessary) to comments
http://bit.ly/FacebookDealsPDF
still confused?
http://bit.ly/FacebookPlacePDF

38. core
experience is
the user
review

39. core
experience is
the user
review
unlock your
venue

40. core
experience is
the user
review
unlock your
venue
add the story
of your org

41. core
experience is you & users can
the user add photos
review
unlock your
venue
add the story
of your org

42. core
experience is you & users can
the user add photos
review
unlock your
venue
add the story
of your org
you can
publicly
respond to
comments

43. core
experience is you & users can
the user add photos
review
make
announcements,
offer coupons,
check-in specials
unlock your
venue
add the story
of your org
you can
publicly
respond to
comments

44. core
experience is you & users can
the user add photos
review
make
announcements,
offer coupons,
check-in specials
unlock your
venue
add the story you might
of your org consider these
venues
“competitors”
you can
publicly
respond to
comments

45. core
experience is you & users can
the user add photos
review
make
announcements,
offer coupons,
check-in specials
unlock your
venue
you can run ads
add the story you might
of your org consider these
venues
“competitors”
you can
publicly
respond to
comments

46. Open up the Browse nearby venues Browse within
Yelp app by category the category
# & stars are
indicative

47. Open up the Browse nearby venues Browse within Browse info
Yelp app by category the category about the venue
# & stars are
indicative

48. Open up the Browse nearby venues Browse within Browse info
Yelp app by category the category about the venue
# & stars are
indicative
Check-in to Filter venues Browse by
the venue by type distance
social sharing

49. What else do you need to know about Yelp?
users can earn users compete with
20 badges their entire city

50. What else do you need to know about Yelp?
users can earn users compete with users can yelp deals =
20 badges their entire city redeem discounts Groupon

51. What else do you need to know about Yelp?
users can earn users compete with users can yelp deals =
20 badges their entire city redeem discounts Groupon
yelp events promoted yelp will send you window cling yelp rewards their community
in weekly e-newsletter if 3.5+ & “enough” reviews w/ ‘elite squad’ events

52. Is there an opportunity to
have a conversation with
amateur reviewers about
norms in critiquing art?
Or do we give up that “right”
in this newly social world?

53. Ask: Are reviews important to your audience?

54. Ask: Are reviews important to your audience?
weekly email
sent to you

55. Ask: Are reviews important to your audience?
monitor
activity
weekly email
sent to you

56. Ask: Are reviews important to your audience?
respond
(as necessary)
to reviews
monitor
activity
weekly email
sent to you

57. Ask: Are reviews important to your audience?
respond
(as necessary)
to reviews
monitor
activity
link to your
reviews and/or
add a Facebook
app
weekly email
sent to you

58. Ask: Are reviews important to your audience?
respond
consider (as necessary)
discounts to reviews
monitor
activity
link to your
reviews and/or
add a Facebook
app
weekly email
sent to you

59. Ask: Are reviews important to your audience?
respond
consider (as necessary)
discounts to reviews
monitor
activity
link to your
reviews and/or
add a Facebook
app
weekly email
sent to you yelp user demographics

60. “makes the world easier to use”
image from http://mashable.com/2011/01/03/art-of-checkin/

61. “makes the world easier to use”
enables
serendipitous motivates records
interactions behavior history
discovers encourages
new loyalty
places
image from http://mashable.com/2011/01/03/art-of-checkin/

62. checking in enables all the good stuff to start happening
Open up the
Foursquare app
“shouts” allow you to
send messages to
friends/followers
without checking in
anywhere

63. checking in enables all the good stuff to start happening
Open up the Look for the venue I
Foursquare app want to check-in to
“shouts” allow you to any user can create a
send messages to new venue, so
friends/followers sometimes you’ll see
without checking in “fake” venues like “in
anywhere line for tickets”

64. checking in enables all the good stuff to start happening
Open up the Look for the venue I Browse specials to see
Foursquare app want to check-in to if I should go elsewhere
“shouts” allow you to any user can create a
send messages to new venue, so
friends/followers sometimes you’ll see
without checking in “fake” venues like “in
anywhere line for tickets”

65. checking in enables all the good stuff to start happening
Open up the Look for the venue I Browse specials to see Get information about
Foursquare app want to check-in to if I should go elsewhere a specific venue
“shouts” allow you to any user can create a
send messages to new venue, so
friends/followers sometimes you’ll see
without checking in “fake” venues like “in
anywhere line for tickets”

66. venue owners limited in amount of info they can post
I can explore what’s
going on nearby
important to include
your venue phone # &
twitter profile

67. venue owners limited in amount of info they can post
I can explore what’s I can explore tips
going on nearby left by other users
important to include
your venue phone # &
twitter profile

68. venue owners limited in amount of info they can post
I can explore what’s I can explore tips
I can check in
going on nearby left by other users
important to include 20% of check-ins are
your venue phone # & shared socially
twitter profile

69. venue owners limited in amount of info they can post
I can explore what’s I can explore tips I’m rewarded
I can check in
going on nearby left by other users for checking in
important to include 20% of check-ins are Foursquare decides on
your venue phone # & shared socially what to award points for,
twitter profile 20+ different reasons

70. the more people who use foursquare, the better this gets
If I don’t know what
I’m looking for, I can
explore venues
this is why categories,
tags, and tips matter

71. the more people who use foursquare, the better this gets
If I don’t know what Foursquare runs a
I’m looking for, I can recommendation
explore venues algorithm
this is why categories,
tags, and tips matter

72. the more people who use foursquare, the better this gets
If I don’t know what Foursquare runs a Recommends venues
I’m looking for, I can recommendation based on friends,
explore venues algorithm general population
this is why categories,
tags, and tips matter

73. the more people who use foursquare, the better this gets
If I don’t know what Foursquare runs a Recommends venues
I’m looking for, I can recommendation based on friends, And my own history
explore venues algorithm general population
this is why categories,
tags, and tips matter

74. motivational nudges
I’m competing against
myself, and my friends
check-ins count towards
mayorships (temporary) &
badges (permanent),
points count towards
leaderboard w/ friends
(rolling 7 day count)

75. motivational nudges
I’m competing against I can leave notes (to-dos)
myself, and my friends for myself or my friends
check-ins count towards
mayorships (temporary) &
badges (permanent),
points count towards
leaderboard w/ friends
(rolling 7 day count)

76. motivational nudges
When I check-in near
I’m competing against I can leave notes (to-dos)
that venue later,
myself, and my friends for myself or my friends
4sq will remind me
check-ins count towards
mayorships (temporary) &
brands can leave tips
badges (permanent), or to-dos
points count towards at any venue
leaderboard w/ friends
(rolling 7 day count)

77. motivational nudges
When I check-in near
I’m competing against I can leave notes (to-dos) If friends check-in nearby,
that venue later,
myself, and my friends for myself or my friends 4sq will notify me
4sq will remind me
check-ins count towards
mayorships (temporary) &
brands can leave tips
badges (permanent), or to-dos
points count towards at any venue
leaderboard w/ friends
(rolling 7 day count)

78. what’s this about badges?
There have been over 300, many are only temporarily available to earn and then retired.
Foursquare makes up its own badges, and some brands have paid to get a sponsored badge
images from www.foursquaregrader.com

79. http://foursquare.com/business/
If you have a physical venue

80. http://foursquare.com/business/
If you have a physical venue
Some categories & tags
count towards badges

81. http://foursquare.com/business/
If you have a physical venue
Venue staff can’t earn
mayorships, but do get
access to venue analytics
Some categories & tags
count towards badges

82. http://foursquare.com/business/
If you have a physical venue
Venue staff can’t earn
mayorships, but do get
access to venue analytics
Embed an “add to my
foursquare to-do list”
button anywhere
Some categories & tags
count towards badges

83. http://foursquare.com/business/
If you have a physical venue
Venue staff can’t earn
mayorships, but do get
access to venue analytics
Embed an “add to my
foursquare to-do list”
That’s a lot of people
button anywhere
Some categories & tags
count towards badges

84. http://foursquare.com/business/
If you have a physical venue If you don’t
Venue staff can’t earn
mayorships, but do get
access to venue analytics
Embed an “add to my
foursquare to-do list”
That’s a lot of people
button anywhere
Some categories & tags
count towards badges

85. http://foursquare.com/business/
If you have a physical venue If you don’t
Venue staff can’t earn
mayorships, but do get
access to venue analytics Just like “followers”
Embed an “add to my on Twitter
foursquare to-do list”
That’s a lot of people
button anywhere
Some categories & tags
count towards badges

86. Challenges
skews young & male
www.hunch.com

87. Challenges
skews young & male
www.hunch.com
A&E is small
category
www.bitsybot.com

88. Challenges
skews young & male
www.hunch.com
A&E is small
category
www.bitsybot.com
perceptions of
privacy concerns

89. Ask: Is loyalty important to your business?
1. Monitor venue analytics & tips
www.getsatisfaction.com/foursquare
still confused?
www.aboutfoursquare.com

90. Ask: Is loyalty important to your business?
1. Monitor venue analytics & tips 2. Consider offering a special
www.getsatisfaction.com/foursquare
still confused?
www.aboutfoursquare.com

91. Ask: Is loyalty important to your business?
1. Monitor venue analytics & tips 2. Consider offering a special 3. Link to your Foursquare
www.getsatisfaction.com/foursquare
still confused?
www.aboutfoursquare.com

92. 76 nonprofit theatres, budgets $1M - $50M+ tracked since Jan 2010
http://bit.ly/theatresonfoursquare
*with apologies to the non-theatres in the crowd

93. 97% of venues have a mayor,
36% have been claimed by staff
Average venue has 4 tips, last updated 3 months ago
55% of mayors are male

94. An average venue’s level of activity

95. An average venue’s level of activity
Claimed venues have
3x more activity
*but correlation does not imply causation

96. An average venue’s level of activity
Venues w/ specials have
15% more unique visitors
Claimed venues have
3x more activity
*but correlation does not imply causation

97. Just because you offer a special,
doesn’t mean the crowds will come a’ runnin
Oct
Average venue has 424 check-ins from 155 people

98. Just because you offer a special,
doesn’t mean the crowds will come a’ runnin
Specials
Oct
Average venue has 424 check-ins from 155 people

99. Just because you offer a special,
History
doesn’t mean the crowds will come a’ runnin Channel
Specials
Oct
Average venue has 424 check-ins from 155 people

100. Early Venues have More Check Ins
Foursquare rolled out in 5 stages across the US. Some cities didn’t get access until Jan 2010

101. 1 minute case studies

102. the check-in
treasure hunt
Mission: Edition at
Christina Rey Gallery

103. When Should I Visit?

104. using Foursquare’s API

105. using Foursquare’s API
permanent record/
social proof
highlight loyal
customers
permanent record/
technical challenges to social proof
working with the API
give human connection
to your staff

106. the low tech/high touch method

107. Badge Parties

108. the check-in that anticipates what you need to know

109. the check-in that makes introductions

110. the check-in that recommends how to get healthy

111. the check-in as your digital wallet

112. the check-in as a trigger for unlocking a door,
starting a coffee machine

113. the check-in to a piece of content

114. overwhelmed?*
1. Claiming your venues & completing profiles takes < 1 hour each
2. Allow networks to email you stats regularly
3. Use comments as an authentic feedback mechanism
4. Consider the potential value of advertising/specials
5. Consider experimenting with Foursquare
*Shhhh...most of the “social networking” done on LBS is among users, not between users & venues

115. Questions?
Ideas?
Stories?
Gripes?