Location, Location, Location -Social Metrics – big play at SXSW

I’m not going to SXSW, never been in fact, and did not want to go this year, but I might go next year.   However,  a lot of people I know are there over the next week and new location capabilities of several mobile applications are being announced – not entirely unexpected.

Following on my last post – the pace of social media monitoring maturation is accelerating and I’ll even go so far as saying that many people who don’t use Social Media now, will have incentives to – because of the geo-location, real time nature of the platforms – plays that are taking place right now – here in New York , and in Austin.

Again, I predict by year end – a lot more people who never were interested in Social Media – will get into it – possibly for coupon – or some other real time discount they could not get any other way.

Take the announcement yesterday of Foursquare and Starbucks Team Up to Offer Customer Rewards as that is a big deal (I like the NYT post Starbucks Fans Can Become ‘Baristas’ on Foursquare as a good source for more  information).

Beginning Thursday, latte addicts who visit Starbucks outlets can get more than just a caffeine fix. They will also be rewarded on Foursquare with a barista badge.

Starbucks Foursquare badgeFoursquareThe Barista badge on Foursquare.

Location-based mobile services like Foursquare are at the cutting edge of a transformation in the way offline businesses and their customers interact, by breaking down the barriers between the physical and the virtual.

Starbucks has been very active onFacebookTwitter and other Web sites. In the past, Starbucks customers could write about Starbucks on these sites, but they were essentially anonymous when they were in the store.

Starbucks will be rewarding those check-ins – though the rewards haven’t been fully worked out yet – I bet they will include free coffee, free drinks, free breakfast, etc……  they will infact , get a lot of people who don’t mind sharing their location – to get rewarded for that, in real time, – and that’s a game changer.

Never mind that Starbucks will be able to track all those check ins now with  Foursquare New Tools for Businesses (NYT article has case studies – impressive) or that Facebook Facebook Will Allow Users to Share Location

For analytics – this is pretty interesting stuff to be collecting – and yes, you will be able to get Social Media ROI out of it – if you adopt those systems and promote using Facebook, Twitter, Foursquare, etc – it won’t be limited to just a few (for example – Hot Potato Tosses A New Site, API, And iPhone App With Foursquare Integration At You), but a lot of the action will be on the main hubs – your application can do whatever – but it will need to tie in to Facebook, Twitter, Foursquare – to be the most useful (the list doesn’t end there ie: With Its New Release, Gowalla Expands The Check-In Game (Video) and even Google is adding location when you do searches both in the mobile version and I even saw it on my desktop/laptop.

So by year end – a whole lot more people are going to be doing what we call Social Media – things are accelerating  faster than predicted and these development are more like the inflection point of social media and monitoring and online commerce – where now, things are going to speed up far more rapidly than anyone expected – that’s my 2 cents worth.


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2 replies
  1. Debbie Friez says:

    Marshall,
    I feel the pull to SXSW, too. I have also been following the geo-location boom. It will be interesting to see which players are the winners. Thanks for the great posts!
    Debbie

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  1. [...] FourSquare is becoming a major factor in changing how business perceives  Social Media.  Recently FourSquare announced a new real time dashboard for business owners to interact with their customers in real time.  The New York Times had a few case studies it shared about [...]

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