Excerpt below from a feature on geolocation apps, popularity and more from Feedback, Inc’s Dean Browell (@dbrowell).
So who’s in your pocket these days – Foursquare, Gowalla, Yelp, Facebook Places, or other? Why one over the other?
I’m partial to Foursquare, interested in ShopKick, find Yelp helpful and will try anything. Just watching the landscape.
So what’s the deal with Facebook Places? Plan to use it, screw it, or could you care less about those knuckleheads in Palo Alto.
It’s important to not get distracted by just the check-in aspect. Geo-location and even Facebook Places‘ role in it will be just as important for what it does for any of the 500 million + average users who never check in but nevertheless ends up impacted by the check-in data of others, such as choosing a restaurant or hospital based on who has been there or seeking the testimonial of a friend who they’ve seen has been there.
Who do you hope prevails in the geo wars?
For Foursquare and all the more geo-dedicated apps, there’s a long and storied history of innovating specialists having a place in the discerning consumer’s mind. Just ask Apple or the entire craft brewing industry.
If you were sitting in the captain’s chair over at Foursquare or Gowalla, what would you say to Zuck?
“You were supposed to just take Microsoft’s money.”
Do you have time to search the web everyday to find the newest social media tools? If the answer is no, then you have come to the right place. I have searched the World Wide Web for social media information all week, and stumbled upon a few favorites along the way. Here are my picks of the week:
Facebook & Skype:
Facebook has been busy this week with partnerships. On Thursday, Facebook and Skype officially announced a new partnership. Facebook’s newsfeed will now be integrated into skype, and Facebook friends will be included into the Skype phonebook. The press release stated that “the Facebook Phonebook in Skype allows users to call and SMS their Facebook friends directly on their mobile phones and landlines.”
Bing & Facebook:
Another partnership emerged this week, when Facebook announced a new partnership with Bing. As Facebook’s official blog explained,
“When you search for something on Bing or in web results on Facebook (powered by Bing), you’ll be able to see your friends’ faces next to web pages they’ve liked. So, you can lean on friends to figure out the best websites for your search.”
The Bing partnership also makes it easier to find people to friend on Facebook.
New Twitter for Everyone:
On Wednesday, Twitter announced that new Twitter was available for all 160 million users. Twitter wrote “while we still (and will always) have plenty of work to do, we’re pleased with the positive reaction so far.” So while we may see some minor tweaks, it appears the new Twitter design is here to stay.
Gap’s Original Logo Is Back:
This week Gap announced on their Facebook Page that they have reverted back to their original logo. The logo change, which came about last week, was not well received by people, and they took to social media to criticize. People are still having fun with Gap’s attempted logo change, with http://craplogo.me and @GapLogo on Twitter, which has over 5,000 fans.
Qworthy:
My final pick is Richmond Virginia centric. It is a website, called Qworthy, which pulls the best items off popular streaming services. Created by Richmond local Tony Scida, @tonyskyday, qworthy includes the best of Hulu, Hulu Plus, Netflix, and more.
My social media picks this week were inspired by a recent work related trip to Europe. While traveling, fellow Feedbacker Jeff Thompson (@ideaman) and I learned about how different cultures interact within social media. Here’s the insights I have to share, in the form of a quirky, fun video. In this video we share photos and video taken abroad (with our iPhone 4G’s) and share the social media insights we learned:
One thing we learned from several agencies we met with, and what was confirmed by a recent study compiled by LIONBRIDGE, was that French companies are more reluctant to use social media tools to push out information. Companies in France mostly use social media to push out information without losing control of the conversation. In general, the French typically use social media to keep in touch with friends.
Paris, France
Another interesting thing we were told on our travels was that people in Belgium have not embraced social media very much, whereas people in the Netherlands, where the same language is typically spoken (Dutch), have embraced social media in a big way. In a Global Web Index Survey, stats showed that people in the Netherlands use social media most as a tool to stay up to date with current news and events.
Bruges, Belgium
Finally, as one would expect, many European countries don’t only use Facebook, Twitter, and YouTube. They use their own social media platforms. For example, in France, Skyrock is also popular. In Italy, Netlog and Badoo are used, and in the UK Bebo is used. Learn more here.
Cambridge, England
And as always, this is Anna of Feedback, and those were my social media picks of the week. Keep a look out for next weeks picks, which will be filmed from Las Vegas, NV.
Do you have time to search the web everyday to find the newest social media tools? If the answer is no, then you have come to the right place. I have searched the World Wide Web for social media information all week, and stumbled upon a few favorites along the way. Here are my picks of the week:
The New Twitter:
This week, Twitter began rolling out a redesign. The “new” Twitter moves the search box up, has more relevant and customized search results, and has added filtering options. Filtering options include showing only tweets with links near your current location.
Social Media Stats:
A stat from last Saturday that is worth mentioning: The Pew Research Center did a recent study which indicated that people over age 50 now account for 42% of social networking users. Specifically,
“Some 47% of internet users ages 50-64 and 26% of users are 65 and older now use social networking sites . People aged over 50 now account for 42% of all social networking users, up from 22% a year ago.”
University Foursquare:
This week, Foursquare made it easier for universities to join their geo-location check-in service. Debuting Foursquare for Universities, colleges now have a page where they can apply to open their own branded profiles on Foursquare. Learn more about how universities are using Foursquare here.
Celebrity Twitter Auction:
If you want a celebrity or musician like Shaq (@therealshaq) or Eva Longoria (@evalongoria) to follow you on Twitter, you may be in luck. Twitchange is hosting the first ever celebrity Twitter auction (now through September 25th), where you can donate to ahomeinhaiti.org for a chance to have a celebrity follow, mention, or retweet you. Have Bieber fever? As Mashable expained, you’re not the only one:
The Justin Bieber Mega Package, described thusly, “Justin Bieber will follow you on Twitter for a minimum of 90 days, will retweet one of your tweets and will send out a tweet including your @twitterhandle,” is already up to $2,325.00 and 62 bids.
Facebook Places, UK:
Facebook places is now live in the UK… and just in time for our arrival. @Feedbackagency crew @alucas9 and @ideaman are working internationally for the next week, starting in London, England and ending in Paris, France. You can keep up with our travels by following us on Twitter; and if you’re in the UK, check-in on Places!
Feedback was found all over SHSMD 2010 in Chicago, the annual conference for the Society for Healthcare Strategy and Market Development. The firm conducted a three-hour workshop on social media and strategy, participated in a lively panel on emerging media, roundtables and more.
Panelist Dean Browell, PhD, executive vice president for Richmond, VA, ad agency Feedback, said it best: “I know some of you are thinking, just let me retire before I have to learn this crap.”
Dean Browell of Feedback was on the panel, so I knew it would be good – and even entertaining. Dean is the most grounded Ph.D. I know. And he is incredibly bright. The panel did not disappoint. It was informative and engaging. I thought the audience members asked really good questions and each of the panel members offered valuable insights. My favorite part of the presentation was when Dean said that MySpace is “dead to him.” If it isn’t quite dead, then it is on life support!
Harrisburg University blocks students and faculty from using all forms of social media for one week (on computers):
Inside Higher Ed reports on Harrisburg University’s plan to shut down all forms of social media on campus for one week. Provost, Eric Darr has decided to block student and faculty access to social media outlets such as Facebook, Twitter, MySpace, and AOL instant messenger. He is also disabling wiki and chat features which will make it impossible for students and teachers to communicate and collaborate using the campus’ intranet system, even from off-campus computers.
Darr says, “It’s not that, as an institution, we hate Facebook,” Darr told Inside Higher Ed. Instead, he wanted to see what would happen if colleagues and classmates were forced to talk instead of IM, to walk to offices and dorm rooms instead of emailing. He wondered if people had forgotten how to communicate face-to-face rather than online.
Mr. Darr, how are you going to block access to social media through cell phone usage? Are the cell towers clipped for the week? Dean Browell with Feedack comments on the article,
“There’s a disturbing angle to all of this that smacks of assumptions. Two of the four channels they propose to shut down are in drastic decline among their demographic (AOL, MySpace) and as other commenters have pointed out, the other two channels don’t require the campus system at all to operate. They sell $100 iPhones at Wal-Mart people, they haven’t needed your computer labs to get on Facebook for years. Twitter is utilized by a diverse demographic even through an inexpensive, non-smart-phone via text messaging.”
We look forward to the results of this experiment.
iPads in the Classroom:
Notre Dame’s assistant professor Corey Angst is taking his class paperless, and in a pretty fun way. His class is first and only class taught with Apple iPads. All 40 students get to use iPads in place of textbooks and other learning materials during the course. This is part of a year long study of e-readers by the University. Angst explained,
“We want to know whether students feel the iPads are useful and how they plan to use them. I want them to tell me, ‘I found this great app that does such and such. I want this to be organic…We have an online Wiki discussion group where students can share their ideas.”
They are hoping the iPad’s will help students manage real world projects, and will help the university enhance the educational experience.
Survey says social media is less expensive and yields significant result in higher education:
Lipman Hearne and CASE partnered together to survey 212 CASE member institutions to research how marketing dollars are being spent in higher education and the return on that investment. Institutions that have integrated strategic social media campaigns with traditional marketing/advertising efforts have seen a wide margin of positive results. Key findings are significant and provide powerful real time success stories. Moderate-to-heavy users of social media were actually spending less overall per student on marketing activities. The moderate-to-heavies spent $83 per student, and the light-to-non-users spent $121 per student. Visit the blog and survey report for more data and key findings.
Higher Education Checks Into Foursquare:
Several Universities are leading the way with geolocation checkins. The University of Oregon, for example, incorporated Foursquare into their Welcome Week student tours. Friending the Oregon Duck and checking into 10 locations on the tour earned students a badge and 20% off at Oregon Ducks Sportsware. Another example is The University of Nebraska at Omaha. They have a microsite in conjunction with Foursquare that provides deals and encourages students to visit alcohol free businesses in the area. Harvard is another great example. They were one of the first colleges to embrace Foursquare with custom badges. Perry Hewitt, director of digital communications and communications services at Harvard, explained
“Harvard is more than classrooms and buildings. It is an interconnected community of people, ideas, and experiences, and we are actively pursuing ways to enhance those connections.”
Higher Ed Cartoon:
A snarky cartoon (sadly, mostly accurate) ridiculing the tone-deaf design of many college home pages, published on July 30 on the website xkcd and circulated widely in social media circles and on campuses:
About a week before xkcd published its cartoon, the higher ed consulting firm Noel-Levitz released a study of how prospective students are using colleges’ websites, based on more than 1,000 responses from college-bound high-schoolers.
Key findings include:
1 in 4 students reported removing a school from their prospective list because of a bad experience on that school’s Web site.
92 percent said that they would be disappointed with a school or remove it entirely from their lists if they didn’t find the information they needed on the school’s Web site.
76 percent of students supported schools creating their own private social networks for prospective students.
Team embarking on new client work in Europe, Caribbean and a cross-country tour
RICHMOND, VA – When the clock strikes midnight on September 8, Feedback, a social media research and consulting group, will have completed a whirlwind first year that included two dozen new clients in 16 states, tripling the team size at the Richmond offices, acceptance into Worldwide Partners Inc. (the world’s largest owner-operated global agency network), and some of the biggest speaking engagements of the founders’ careers in a variety of industries.
Immediately after the 8th, Feedback embarks on a new year that includes clients in Europe, the Caribbean and South America, their second cross-country tour for a new national client, new office space and new employees.
Feedback is proud to announce a tremendously successful first year as well as the hiring of Jeff Kelley as Senior Experience Strategist, Brad Carr as Technology Specialist, and Brittney Trimmer as Experience Specialist. Kelley comes to Feedback from the public relations world, and previously served four years as a business and technology reporter with the Richmond Times-Dispatch. He is also the force behind the Richmond satire web magazine Tobacco Avenue.
“Our first year was not only full of crucial initial milestones, it completed many goals we had set for future years as well,” said Feedback CEO Jeff Thompson. “To take this from a glimmer to operating internationally in twelve months has been a fantastic journey, and we look forward to breaking more records in year two.”
Executive Vice President Dean Browell, who helped found Feedback with a PhD emphasizing generational differences online, added: “Hitting our philosophical goals were as important as hitting our financial ones. We have an incredible team of intelligent, creative people that work hard and play hard with the support of great partners and friends that do the same. Clients love that we love what we do, and that’s what you get when you combine results, expertise and passion.”
ABOUT US
Feedback, Inc has proudly differentiated itself with social media strategy formed from a research context, applying ethnographic research in the social space beyond simply Facebook and Twitter. A combination of high-level, research-informed strategies leading into expert implementation to complement and enhance marketing and PR efforts is why clients and agencies from around the world have contacted Feedback since it was formed in September 2009 by Jeff Thompson, Dean Browell and Experience Manager Anna Lucas. Because Feedback often operates behind the scenes, contact Feedback directly for client names we can share.
A few interesting higher education-related news today show the emergence of “place” and geolocation as an interesting angle and channel for communicating with and meaningfully engaging new students.
As part of the “Grand Tour,” the Oregon Duck has left tips around campus that will highlight some features of campus that students may not know about…Students who friend the Oregon Duck and check in at all 10 locations with tips on Friday, September 24 can show their checkin history to redeem a real-life InDUCKted badge. The badge is good for 20% on Oregon Ducks sportswear at the Duck Store.
The University of Nebraska at Omaha is using a microsite in conjunction with Foursquare to encourage students to visit alcohol-free businesses in the area. The effort includes special deals for the students checking in and promotional opportunities for the participating local businesses.
This isn’t the first time colleges have embraced Foursquare as a means to encourage students to interact with their environment. Recently Foursquare made custom badges for Harvard to correspond with custom tips, info and of course to allow officials to track participation.
“Harvard is more than classrooms and buildings. It is an interconnected community of people, ideas, and experiences, and we are actively pursuing ways to enhance those connections,” said Perry Hewitt, director of digital communications and communications services for Harvard Public Affairs and Communications.
What better assets to combine than a tech savvy community and a collection of buildings in an educational realm constantly under evolution away from brick-and-mortar. The concept of “place” online helps marry the importance of physical location with the information flow of the virtual space.
Oddly enough, despite the recent debut of Facebook Places, Facebook simply Facebook debuted Facebook Universities, a special Page dedicated for interacting with the facets of your educational community except for Place and dumps you immediately on the “Deals” tab – so you can interact with sponsored brands before you get to your provost. Sigh. We assume there’s more to how colleges can use Places and of course there will be check-ins regardless.
How next Fall will look for colleges and universities, when the hundreds of millions of Facebook check-in and Foursquare and others are only more rampant, will be the true test. How will your institution watch, research, strategize and take advantage of these trends? Throw us a line, we can help.
P.S. We would like to lift up one of our favorite blogs, “About Foursquare” which is one of the quickest to deliver media sites on Foursquare developments. Check it out.
Charles Barkley will say something unintentionally hilarious.
Facebook will emulate what it doesn’t buy.
On the latter point, Wednesday evening Facebook debuted Places. The premise and execution of Facebook Places is remarkably similar to the first two sentences anyone may use to describe any number of check-in applications: It’s a way to share your actual location with others online; it also allows you to observe where others have checked in. Where many other applications seek to go from that starter definition, be it MyTown with games, Foursquare with tips, Gowalla with stickers, or ShopKick with deals, Facebook has simply stopped limply (but maybe effectively) at the first point of entry.
There’s a few other tricks to Facebook Places, and the following video, dripping with a sincerity that suggests they have suddenly figured out something others haven’t, demonstrates them:
Also inevitable is that Walt Mossberg of the Wall Street Journal will be given a test run before most other humans. Unlike his usually predictably estatic review of Apple products (generally done in time for Steve Jobs to use an actual Mossberg quote as a part of his Keynote presentations), Walt was actually a bit matter-of-fact about Facebook Places. Not cold or harsh, just… well, “Meh” would probably be the most effusive meta-adjective I’d use.
This is because what may become the most short-term-advantageous thing about Places is what it does for others, including those other check-in services. The APIs that could come streaming out could hook into and help fuel the growth of any number of companies Facebook as threatened or tried to buy recently, several of whom (Gowalla, Foursquare and Yelp) actually appeared in some form on stage with Facebook for Places’ debut. And yes, businesses can claim their “Place” via a Page as we and others mused months ago.
And what about long-term? Well you can better believe Facebook didn’t debut this to merely dip a toe in. Cross-platform geo-location ads, sacks of data on visitations and total domination of the “place” space is clearly a mid-term goal. Actual quote from Zuckerberg: “…certainly you can imagine these things in the future.”
We have been recently musing on the concept of “place” (including, “How Location Could Change The Future of Pages” last March) insofar as the web toys with tying itself to real-world geographies and the inherent opportunity and fear laden in those watching this wrestling match happen. But one thing we’ve always said about Facebook — their nearest, truest competitor in a spiritual sense was never MySpace, but Windows. They want to be the start, constant and end of the web for many people — the entry point in. And for many, they are. So now marry location ontop of that and you can begin to see how powerful they could become for the general public. For and to the general public, I should say. Being in Facebook, as a valid location that people actually visit in real life as well as “Like” could become the equivalent of having your name and address in the phone book in the 80′s and being a store that’s in the Mall. You want to be “seen” there- and now you can, by friends who aren’t even nearby to see you.
This, of course, begs the privacy question. But if we rest for a moment and assume that this is about who you allow to see your location, we can hopefully still talk about “place” and Facebook’s role in it in a rational fashion. I could choose to not tell a single friend where I was on Facebook and still find it incredibly valuable to know that a restaurant I hear about in Richmond, VA called “Strange Matter” has been visited by several of my friends, I could reference it in a Status Update and get real recommendations of what to eat there and tips such as bringing your own quarters for the vintage arcade games. 3/4 of that scenario already happened pre-Places, but now I could potentially verify that it’s a cool place that several of my less chatty friends have also patronized recently. It becomes an early indicator for me in a single search, allowing me then to pursue more info through other means (Yelp reviews, call-outs for other recommendations on Twitter, etc.).
Facebook Places doesn’t change the game as much as it does solidify it, make it whole and, likely, make it ubiquitous. What it does more than really innovate is fire a cannon in a battle previously fought by slingshots as it brings its half-a-billion active audience into the check-in game. But don’t be distracted by the battle to see whose or what type of check-in system wins. Instead, start to look ahead, with us, at what this will mean for the intersection of real and web location in the years ahead.
Smart marketing doesn’t cost money, it makes money.
Is there a direct correlation between integrating social media campaigns in higher education and increased quality enrollment and dollars raised? According to real time success stories and the survey report, “Wondering what works? The changing marketing mix in higher education” from Lipman Hearne and CASE, the answer is a resounding YES. Institutions that have integrated strategic social media campaigns with traditional marketing/advertising efforts have seen a wide margin of positive results.
Lipman Hearne and CASE partnered together to survey 212 CASE member institutions including liberal arts colleges, master’s level universities, research institutions, community colleges and a number of independent primary and secondary schools. The research reveals significant data centered around marketing dollars spent and positive ROI when campaigns include social media strategies.
Key findings:
Investors in research and planning were more likely to deploy more – and more varied – marketing efforts.
The extra effort seems to be paying off: Of those moderate to heavy investors, 71 percent reported that marketing efforts had a positive impact on the quality of their applicants.
Print publications aren’t dead
Data reveals that an increase in spending on interactive media (such as web microsites, online tours, student blogs, etc.) does not appear to be coming at the expense of print publications.
Between FY ’08 and FY ’09, 55 percent of institutions surveyed allocated more to interactive; and 52 percent allocated more to social media
Moderate-to-heavy investors in interactive were more likely than average to report a positive impact on website hits, enrollment yield, quality of applicants, total philanthropic giving and the percentage of alumni who give.
Those who were putting social media eggs in their basket were not only keeping that basket diversified – they were also bolstering their interactive marketing spending.
The moderate-to-heavy users of social media were actually spending less overall per student on marketing activities. The moderate-to-heavies spent $83 per student, and the light-to-non-users spent $121 per student.
When comparing institutions that worked with outside firms on specific activities with institutions that went solo, data revealed that having outside partners made a difference.
Institutions that partnered with outside firms for digital advertising saw more positive results on enrollment yield (88 percent compared to 67 percent) … and positive total giving results (76 percent compared to 49 percent).
It’s important to note that implementing a “strategic social media campaign” does not equal, “Let’s create a Facebook page and Twitter account and recycle our press releases online.” First, ask yourself some key questions: Are your target audiences even on Facebook and Twitter? How are your target audiences using social medial channels? What are the institution’s goals in utilizing social media channels? Is it to improve your image, increase number of enrollments, increase the caliber of applications, increase the number of dollars raised for the annual fund, raise money for a capital campaign? What about other social media channels, like YouTube and LinkedIn?
A strategic social media campaign should include extensive research to determine appropriate strategies to achieve desired outcomes.
19
On Geolocation: Excerpt from GRID Magazine
by FeedbackExcerpt below from a feature on geolocation apps, popularity and more from Feedback, Inc’s Dean Browell (@dbrowell).
So who’s in your pocket these days – Foursquare, Gowalla, Yelp, Facebook Places, or other? Why one over the other?
I’m partial to Foursquare, interested in ShopKick, find Yelp helpful and will try anything. Just watching the landscape.
So what’s the deal with Facebook Places? Plan to use it, screw it, or could you care less about those knuckleheads in Palo Alto.
It’s important to not get distracted by just the check-in aspect. Geo-location and even Facebook Places‘ role in it will be just as important for what it does for any of the 500 million + average users who never check in but nevertheless ends up impacted by the check-in data of others, such as choosing a restaurant or hospital based on who has been there or seeking the testimonial of a friend who they’ve seen has been there.
Who do you hope prevails in the geo wars?
For Foursquare and all the more geo-dedicated apps, there’s a long and storied history of innovating specialists having a place in the discerning consumer’s mind. Just ask Apple or the entire craft brewing industry.
If you were sitting in the captain’s chair over at Foursquare or Gowalla, what would you say to Zuck?
“You were supposed to just take Microsoft’s money.”
Read the full article here…
Find more Feedback thoughts on Geolocation here…