Foursquare works!

Via mashable

McDonald’s Foursquare Day Campaign Brought in 33% More Foot Traffic
With so many brands trying their hand at location-based marketing campaigns, one has to wonder: is Foursquare really effective as a platform for bringing in new business? McDonald’s seems to think so; the company’s head of social media Rick Wion recently spoke of the fast food giant’s big wins from a spring pilot program using Foursquare.

At the Mobile Social Communications conference yesterday, Wion shared that McDonald’s was able to increase foot traffic to stores by 33% in one day with a little Foursquare () ingenuity. McDonald’s total cost for the successful campaign was a measly $1,000.

Econsultanty reports that McDonald’s, with Wion driving campaign direction and strategy, opted to try and take advantage of Foursquare Day (4/16) to bring in more business. The company used 100 randomly awarded $5 and $10 giftcards as checkin bait to lure in potential diners. The bait also worked to attract the media’s attention and resulted in more than 50 articles covering McDonald’s Foursquare special.

The campaign worked in both digital and real world capacities. Patrons flocked to McDonald’s restaurants for the chance to win giftcards in exchange for checkins, and 600,000 online denizens opted to follow and fan the brand on social media sites.

“I was able to go to some of our marketing people — some of whom had never heard of Foursquare — and say, ‘Guess what. With this one little effort, we were able to get a 33% increase in foot traffic to the stores’,” Wion explained to conference attendees.

A company of McDonald’s size spends millions on advertising every year, and yet a simple $1,000 Foursquare campaign netted the company measurable success. Of course, the metric here was checkins (not sales), and there were likely several other factors contributing to the campaign’s success, but it’s still a story that many an agency should pay heed to.

McDonald’s is not alone in their Foursquare success. Earlier this year, Domino’s UK attributed social media, and its Foursquare pilot program in particular, as a primary factor in helping the company increase profits by 29%.

Mobile Myths Debunked

Nice summary from Adage on the 'real' status of the mobile phone world

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Blackberry Is Not Dead, Steve Jobs Isn't King of Handsets, and Other Conventional Wisdom You Should Reconsider

by Kathryn Koegel
Published: September 13, 2010

Mobile is a confusing marketing space, and we're in the midst of a hype cycle perhaps equaled only by the dot-com frenzy of years past. And whenever there's hype, misconceptions aren't far behind. Here's a look at four of them -- and a reminder why you shouldn't believe everything the soothsayers say.

[Excerpted from "What You Need to Know About Mobile Marketing," a recent Ad Age Insights report.]

It's not an all-Apple world ... and it never will be
There seems to be an app for just about everything at this point (with more than 250,000 available, and counting). And while Apple seems to have a lock on the app market, in fact it represents just a small part of the U.S. mobile market, according to ComScore. Gartner, which tracks phone shipments rather than usage, pegs Apple's 2009 U.S. market share at 5%. The iPhone is a game-changing phone, however, as its interface is the one that managed to alter consumer behavior irrevocably; as a result, it has enjoyed the greatest interest from developers.

Source: comScore custom survey, November 2009

The iPhone audience is a distinctive one. It is youngish (but not too young; consumers under the age of 24 are not likely to be able to afford an iPhone, or to be locked into a long-term AT&T contract). And it is made up of early adopters, those who influence the purchases of others and who are a marketer's dream. If Apple's exclusive contract with AT&T is done with this year, as has been reported, and a Verizon version hits the market, there is no telling how much Apple's penetration will spike. Until that happens, there are other platforms marketers must pay attention to.

Blackberry is not dead
Research in Motion's BlackBerry is still a significant presence in the market and will continue to be, especially in the business world. The BlackBerry is supported by most Windows-based concerns. For marketers looking to reach the business audience, high-net-worth individuals and a slightly older demo than the iPhone, targeting through the BlackBerry is a smart (nay, essential) move. The BlackBerry challenge has been that, with the mass of devices having a trackball rather than a touchscreen, it's simply not as interactive an interface, and can make it difficult to even locate apps. BlackBerry has plans to introduce a new browser.

Consumers love Google, and now, to ride the wave of that affinity, the company has rolled out Android. Research on future phone purchases from ComScore and ChangeWave indicates T-Mobile's ads touting its 3G capabilities -- plus the fact that not all consumers want a contract with AT&T, and that the Android is a close-enough facsimile to the iPhone -- suggests we are at the dawn of a phone war that stands to benefit all consumers, as it likely will lead to better service and pricing [see chart 16, pull from page 14 in white paper].

Microsoft ceded its early dominance in the smartphone market to RIM and BlackBerry, but this fall it is launching Windows 7 for mobile. Reports from the Mobile World Congress earlier this year, where the system made its debut, were positive.

Not all people do all things on all phones: market accordingly
At this point in the evolution of mobile as a marketing medium, the number of consumers who perform activities such as downloading apps or looking at the mobile web or WAP (wireless access protocol) is relatively low; comScore estimates that 34% of those with cellphones consume some sort of mobile media (WAP or apps), 31% use SMS (but do not consume any media via the phone) and 35% use phones only for making calls. This is changing rapidly, however, along with the adoption of smartphones. What people do on their phones is predictive by age and gender. The younger a consumer is, the more likely he or she is to personalize his or her phone, or purchase a ringtone or wacky screensaver. The older, more business-oriented consumer, however, is more likely to have an unlimited data plan and, thus, to use the phone for web access. Guys are more likely to listen to music and purchase games on their phones. [see chart 17, pull from page 15 in white paper].

RIM's market share and the demographics of mobile media activities

"People need to stop looking at mobile consumer activity across modalities -- browsing, apps, and SMS/MMS -- and think that one form will predominate while others go away. More importantly, marketers need to stop wishing for this to happen. While it might be easier to exist in a world where mobile consumers only used apps, the reality is that SMS and browser-based activity will continue to reach audiences that apps cannot and, in the case of SMS, be a more effective medium to drive response," Evan Neufeld, VP-marketing, GroundTruth, said.

Smartphones are not likely to ever penetrate the entire market
Just as there are people out there with analog TVs with those funky converter boxes, some people just want to use their phones to talk and will not ever be incented to pay fees for data. Some people simply do not want e-mail and media whenever, wherever. Due to behavior displayed by younger consumers, the group described here will likely concentrate in older demos. Smartphone adoption may be somewhat analogous to the digital video recorder. While the TV industry worried that DVRs would achieve much larger penetration in a short period, in truth, DVR usage stalled out at around 30% of TV households in 2009, according to Nielsen. Not everyone wants to pay for the service, and not everyone, clearly, desires that much control over their media.

It's not as complicated as it sounds
Not all types of mobile marketing apply to all companies, and the "crawl, walk, run" principle should be employed with mobile. Pick the discipline that most relates to your product category and start there. For some content providers and retailers, it may be optimizing their sites for mobile (a surprising number of companies have not yet done this). For retailers with successful email programs, it may be developing an SMS program to appeal to the legions of "textirati" who prefer SMS to e-mail. For any marketer using print, TV or outdoor, activation programs can extend the effectiveness of their campaigns by helping to generate opt-in lists or hand-raising customers. Whatever you do, don't just develop a one-platform app and assume that you've got mobile covered.

Meet YouTube's Most In-Demand Brand Stars

Great summary from AdAge about the future face of 'talent'


For Marketers, Web-Video Celebrities Offer Trusted Voices and an Engaged Viewership

by Irina Slutsky
Published: September 13, 2010

SAN FRANCISCO (AdAge.com) -- Once upon a time, YouTube was considered the Wild West -- its so-called "stars" more likely to produce cringe-worthy performances than to displace the pitch-men and -women of traditional media. But now big-time brands like Lancome, McDonald's, Ford and Kellogg's are trusting YouTube celebs with their money and reputations. "The reason we turned to them is because they have a valid voice in their community, and people trust what they say and what they think," said Scott Monty, head of social media for Ford Motors.

They've got trust and, it turns out, engagement.

"What these YouTubers have proven is that they have engaged viewers -- they comment, they talk on the YouTuber's Facebook page, on Twitter. The brands want millions of views, but they also want engaged viewers," said Caroline Giegerich, director of innovation at Initiative, which was one of the first agencies to run a successful YouTube stars campaign with Carl Jr's. "If they're engaged with the stars, clearly they are engaged with the brand ... it means someone is not just seeing an ad and forgetting about it."

In the beginning, neither the brands nor the YouTubers themselves had much of an idea how much they were worth. But the price of hiring a YouTube celebrity to pitch a product is now comparable to hiring a B- or C-level Hollywood celeb.

Ryan Higa publicly lists his starting rate as $75,000 per appearance, a fraction of what someone like Paris Hilton charged for her Carl's Jr. commercial. Some, like Joe Penna, a.k.a. MysteryGuitarMan, feel as comfortable pitching themselves to brands as they do their audiences. "I get millions of hits, and I know my demographic -- I know what kind of video will be in line with my channel," Mr. Penna, a 23-year-old former pre-med student, said. "The best thing the brands can do is come to me with a blank slate and ask me, 'What can you do with this product for us?'"

Ad Age teamed up with TubeMogul to find the stars racking up the views.

CHARLES TRIPPY

Charles Trippy

WHO IS HE? Mr. Trippy, 26, and Alli Speed, 21, vlog a "home-made reality show" called "Internet Killed Television" that is widely known as CTFxC. Mr. Trippy has been on YouTube since 2006 and continues to vlog almost daily -- he hasn't lost interest or enthusiasm for the venue.

CONTENT: Daily life vlogs with his fiance.

VIEWS (ALL-TIME): 159,489,749

BRAND VIDEO VIEWS: 2,122,380

BRANDS: Gillette, Google, Xacti Passion

DUDEPERFECT

dudeperfect

WHO ARE THEY? Garrett Hilbert, Cory Cotton, Cody Jones, Sean Townsend, Panda, Coby Cotton, and Tyler Toney -- a team of trick-shot basketball entertainers from Texas

CONTENT: Impossible basketball shots

VIEWS (ALL-TIME): 27,712,318

BRAND VIDEO VIEWS: 3,241,856 (top campaign for GMC snagged 1,917,028 views)

BRANDS:GMC, NBA (Sacramento Kings)

FRED

Fred

WHO IS HE? Lucas Cruikshank

WHAT HE MAKES: Videos in which he pretends to be a child in a dysfunctional family with an alcoholic mother

CONTENT: Screechy voice, occasional meltdowns

VIEWS (ALL-TIME): 585,136,315

BRAND VIDEO VIEWS: 101,698,863 (includes promos for films and his own merchandise)

BRANDS:20th-Century Fox, Hot Topic, Nickelodeon, Taptivate

IJUSTINE

iJustine

WHO IS SHE? Justine Ezarick, 23, LA-based freelance graphic designer. Ms. Ezarick's almost unbelievable ability to create videos several times a day, her deft editing skills, her Apple obsession and her long, blond hair and good looks snagged her a young, male techie fan base.

CONTENT: Techie girl vlog

VIEWS (ALL-TIME): 171,403,990

BRAND VIDEO VIEWS: 7,408,587 (top campaign was GE, with 1,913,481 views)

BRANDS:AT&T, Fox, GE, Intel, Mattel, Nikon, Mozy, MTV, Carl's Jr. and Dick Clark Productions

MICHAELBUCKLEY

Michael Buckley

WHO IS HE? Michael Buckley, 35, is a comedian who started with a public-access chat show called "Table for Two." He's benignly malicious -- the opposite kind of meany to Perez Hilton.

CONTENT: Celebrity memes/gossip

VIEWS (ALL-TIME): 261,715,708

BRAND VIDEO VIEWS: 4,370,345 (top campaign was for Fox's Teen Choice, with 865,885 views)

BRANDS:ABC Family, BabelGum, 20th Century Fox, Discovery Networks, Fox television, Nickelodeon, OpenFilms, PriceDoc, Pepsi

MICHELLE PHAN

Michelle Phan

WHO IS SHE? A Vietnamese-American who gained popularity afterher Lady Gaga "Poker Face" make-up instructional got 20 million views. Before YouTube stardom, Ms. Phan worked as a waitress in a sushi restaurant and studied illustration.

CONTENT: Cosmetics tutorials

VIEWS (ALL-TIME): 221,989,434

BRAND VIDEO VIEWS: 22,095,935 (of which Lancome Paris represents 12,234,338)

BRANDS:Colgate, Lancome Paris, PriceDoc, Sandisk, Verizon

MYSTERYGUITARMAN

Mysteryguitarman

WHO IS HE? Brazilian-born Joe Penna, 23, is an L.A.-based filmmaker, guitarist and animator who graduated from UMass with a pre-med degree.

CONTENT: Music videos and clever mash-ups of himself in his apartment in front of the camera

VIEWS (ALL-TIME): 138,614,194

BRAND VIDEO VIEWS: 5,125,862 (top campaign is for Microsoft, with 8 million-plus views)

BRANDS:Garnier, Pop Tarts, Microsoft, McDonald's, Coca-Cola

NIGAHIGA

Nigahiga

WHO IS HE? One of the highest paid YouTube stars, Ryan Higa is a Japanese-American comedian from Hawaii who started making lipsyncing videos with his friends during college breaks. YouTube stardom followed, and his content is now varied and wide.

CONTENT: Comedy, short films, parody videos, "rants," how-to comedy videos ("How to Be a Gangster"), advertising spoofs

VIEWS (ALL-TIME): 546,333,874

BRAND VIDEO VIEWS: 13,405,781

BRANDS:Google, Carl's Jr.

RHETT & LINK

Rhett & Link

WHO ARE THEY? Comedy duo Rhett McLaughlin and Link Neal

CONTENT: Humor that's actually funny; not as viral but high-quality videos like "Facebook Song," and "T-Shirt War"; actual commercials

VIEWS (ALL-TIME): 66,294,209

BRAND VIDEO VIEWS: 25,093,462 (top brand campaign was Microbilt, with 9,986,225 views)

BRANDS: Alka-Selzer, AJJCornhole (not a joke), Baby Ruth, Coca-Cola, Dentyne, GM, McDonald's, Spy Associates, Taco Bell, Microbilt

SHAYCARL

Shaycarl

WHO IS HE? Shay Butler, 30, lives in Idaho with his wife and kids and produces family vlogs with a funny, edgy "cool dad" twist. His user name is ShayTards, his baby is BabyTard, and his other children are PrincessTard and SonTard. You get the idea. His most recent Footlocker campaign takes place in a school cafeteria and involves a giant food fight.

CONTENT: Family vlogs

VIEWS (ALL-TIME): 250,954,220

BRAND VIDEO VIEWS: 5,725,254

BRANDS: AT&T, A1, Google, Kia, Kodak, Sanyo, Footlocker

SMOSH

Smosh

WHO ARE THEY? Comedy duo Anthony Padilla and Ian Andrew Hecox, both 22, gained initial fame with the "Pokemon Theme Music Video," and this led them to be featured in Time Magazine's 2006 Person of the Year issue.

CONTENT: Sophomoric teen humor; video games

VIEWS (ALL-TIME): 465,534,527

BRAND VIDEO VIEWS: 12,310,844 (top brand campaign was GE, with 4,717,047 views)

BRANDS: Carl's Jr., GE, Google (Nexus One), Kia, Nintendo, Puma

VENETIAN PRINCESS

Venetian Princess

WHO IS SHE? Jodie Rivera, 26, studied opera at the New England Conservatory of Music before becoming one of YouTube's first partners. Ms. Rivera has said, "I can make anywhere from the mid-five to six figures per one- to two-minute video with product placement."

CONTENT: Parodies of popular music videos

VIEWS (ALL-TIME): 258,098,945

BRAND VIDEO VIEWS: 1,697,996 (top campaign, for Pop Tarts, notched 1,562,269 views)

BRANDS: Pop Tarts, Samsung

WHEEZYWAITER

Wheezywaiter

WHO IS HE? Craig Benzine, went to school for TV, radio and film, worked as a waiter at Big Bowl before YouTube success. He's a hungry up-and-comer with a promising start.

VIEWS (ALL-TIME): 13,350,225

BRAND VIDEO VIEWS: 290,145

BRANDS: Ford

10 ways data is changing how we live

Interesting post from the telegraph in the UK about how some different ways data will start changing our lives. Several of these are effecting me already... how about you?

"Social London", or the city as Social Archipelago, by Anil Bawa-Cavia from UCL's Centre for Advanced Spatial Analysis.

FluidDB wants to create "writeable objects", where every physical object has a virtual identity.

Dunnhumby Ltd, operates the Tesco Clubcard, and carries out data mining and analysis for large group of retailers including Coca-Cola, BT, Mars and Vodafone.

Data from dating site OkCupid.com shows that its users over-report their height by 2 inches.

Shopping

Supermarkets have always kept track of how people shop, but in the last few years the extent to which retailers collect data has rocketed. Tesco owns a majority stake in Dunnhumby Ltd, which carries out data mining and analysis for large group of retailers including Coca-Cola, BT, Mars, Vodafone and other leading brands. Dunnhumby operates the Tesco Clubcard scheme: using data collected from the scheme, Tesco can predict when people will shop, how they'll pay for their items and even how many calories they will consume. Dunnhumby recently reported a 32 per cent rise in operating profits to £53.4 million, and has grown from 300 employees at the start of 2007 to nearly 1,250 this year. The data collected by Dunnhumby has changed the way we shop.

Relationships

Dating site OkCupid.com runs a regular series of blog posts analysing data from the site's 3.5 million active users. By collecting user profiles and site messages, it's possible to calculate everything from the perfect profile picture (apparently, the perfect profile picture is taken on a high end camera, in the mid afternoon, without a flash) to the right language to use when replying to messages ("your" beats "ur", and "hot" is a turn-off, whereas "fascinating" is a turn-on). The data has also shown that on average, users add two inches to their height, and over-report their salary by 20 per cent. The large datasets collected by dating sites have also attracted academics, so look out for more data-based date advice in the future.

Business deliveries

In the last few years, advanced mapping tools have allowed businesses to use data to increase the efficiency of their deliveries. Where companies used to plan deliveries on paper and in small teams, they now use advanced mapping software, routing data and live traffic information. MapMechanics produces several of these tools, with its clients delivering everything from the Yellow Pages to milk. Those clients now do their deliveries using complex and live-updated views into data that used to be limited to the shift manager's desk.

Maps

The way people find shops could also be about to change, thanks to a new view into an existing set of data. Since Google introduced Street View three years ago, rival services have since appeared from the likes of Microsoft and Mapquest. Microsoft's Bing Streetside (their version of Street View) has been remixed by a group of researchers, turning it into Street Slide. Street Slide takes the data from Streetside and turns it into a strip of businesses with clickable logos and building numbers. It's a different and intuitive view into the average shopping street, and could change window browsing forever.

Education

The LA Times has been running a story based on new data that has shaken up how schools are assessed in the city. Until now, parents have used overall school test results to assess the quality of teaching at local schools, which reflects the circumstances of the parents more than it does the quality of the teaching. The LA Times obtained data on test scores from 600,000 students between 2002 and 2009, allowing it to calculate "value added" scores, or a measure of the progress students have made between different stages of education. This analysis shows that some schools have improved the academic achievement of its students at a greater rate than other, more respected schools. Although there have been questions raised about the methodology behind the analysis, it's still a great example of how new and previously unseen data can add a different perspective on a subject that affects everyone's life.

Politics

Spending data for the government is being released on a much greater scale, with the release of COINS spending data to be supplemented by itemised spending above £500 from local government. Several bodies have appeared that aim to provide a clear picture of how the Government spends money, including Where Does My Money Go?, OpenlyLocal and Armchair Auditor. Although they're operating on a relatively small scale at the moment, they've achieved a lot in a short time. It's not a stretch of the imagination to see WDMMG? achieving its ultimate goal of tracing where everybody's tax money, down to the nearest penny, has gone. The London Datastore and Data.gov.uk are campaigning for and highlighting open data releases from the Government, and the Government itself is planning a raft of data releases. With more data becoming available about how our Government operates, it'll inevitably be pressured to change.

Society

Location data has powered the creation of several major new social networks, including Foursquare, Gowalla and Google Latitude. With the addition of Facebook Places, location data could be part of the lives of an additional 400 million users. University College London's Centre for Spatial Analysis has churned out some amazing views of location data, the latest from doctoral research student Anil Bawa-Cavia. He's recently published maps which take snapshots of data from Foursquare and turn them into a view of "social London". The data shows that Shoreditch, London Fields and Covent Garden are among the most popular locations. That may say more about Foursquare's users than it does the "average Londoner", but Facebook Places will change all that. Bawa-Cavia thinks the data provided by Foursquare "can help us understand how the social lives of cities relate to their spatial structure. By analysing geo-social datasets we can hope to understand the basis for a more sociable, more usable city".

War

The Wikileaks War Diary is the most comprehensive set of data about a war ever released. Putting aside criticsm of the data (and the motivations behind its release), the information contained within the reports on civilian deaths, increased attacks on coalition troops by the Taliban and revelations of Pakistan-Taliban links has demonstrated the futility of the war more comprehensively than a decade of war reporting.

Advertising

No story about the use of data changing people's lives could omit a mention of Google. Unlike the other examples mentioned here, Google works with data in the Petabye scale, where traditional ways of organising data fall apart. Google relies on mathematical models and the input of more (and more, and more) data to increase revenue and its success. As Wired's Chris Anderson wrote two years ago, "Google conquered the advertising world with nothing more than applied mathematics. It didn't pretend to know anything about the culture and conventions of advertising — it just assumed that better data, with better analytical tools, would win the day. And Google was right".

Linked data and the future

The examples of data mentioned in this article are innovative, exciting and life changing, but the best is yet to come. The majority of the information that we use in our daily lives is "dumb", or unconnected. The next step is "linked data", or data that talks to each other. In the UK, Tim Berners-Lee and the team behind Data.gov.uk are aiming to create a linked database of Government information. By providing all data the Government produces in a linked format, individuals will be able to pull in different sets of data to produce new and innovative ways of understanding how our Government and the world works.

FluidDB, a start-up company run by Terry Jones, and with backing from Tim O'Reilly and Esther Dyson and others, is tackling this field from a different angle. FluidDB wants to create a "writeable world", where physical objects have virtual identities, which can be updated and called upon by any individual with access to the internet. That could mean tweets and status updates about everything from a brand of toothpaste to the Eiffel Tower could contribute to a collective database. The possibilities for collaboration are endless.

Future os Screens - Experience video

Some more interesting stuff from the guys at TAT. Some of this stuff is really not far off...




Capacitive screens has now become a commodity for touch screen devices. Screen technology is now taking the next leap and the coming years imagination is the only thing stopping us. We will soon have dual screens, malleable screens, screens built into wifi connected mirrors, desks or backside of gadgets clothed with e-ink screens, tactile feedback, color screens with great contrast in sunlight, holographics/stereoscopic screens, color e-ink touch screens, or screens actually knowing where they are in relation to other screens thanks to ultrasonic emitters and microphones.

We want to show some of these things in an "experience video", that shows a normal day in a couple of years when all these technologies are affordable enough to be used everywhere. This video is the result of our experiment with open innovation, read more about our experiment here. Big thanks to all the people from TAT and around the world who helped out and sometimes shared their ideas and sometimes gave us homework on our own ideas.