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Digital Moguls was by Kristin Bolton-Keys in 2011,

when a group of marketers at a Fortune 500 company were determined to

expand their digital knowledge. Over time, the group held several classroom

style learning sessions covering: Digital Marketing 101, Blogging 101, SEO

101 and Takeaways from the 2012 SXSW Interactive Conference.

Digital Moguls serves as a content hub providing innovative, intuitive and

inspirational content for those seeking to share their knowledge and learn

about digital technology and trends. Ultimately connecting people who want to

learn, share and create digital experiences.

CHECKING IN

ON

‘CHECKING IN’

SCOTT STRULETZ,

Expert Contributor

Twitter: @struletz

October 16, 2012

Brought to you by:

AGENDA

1. Why do we

check-in?

2. How do we

check-in now?

• To PLACES

• To MEDIA

3. How will will

we check-in in

the future?

WHY DO WE CHECK IN?

http://mashable.com/2012/06/22/s

hare-too-much-social-media-

infographic/

REMEMBER THE WATERCOOLER?

We used to wait until these situations to talk with friends and share our thoughts.

But now we carry computers in

our pockets everywhere we go

which allows for instant

‘watercoolers.”

Our thoughts, opinions and ideas spread faster and farther than

ever.

QUICK POLL

Have any of you used a

mobile app to check-in to a

location?

What type of phone do your

have? If smart, what model?

Ok- lets get back to

business.

Our thoughts, opinions and ideas spread faster and farther than

ever.

WORD OF MOUTH

http://www.ignitesocialmedia.com/social-

media-promotion/why-people-share-content/

HOW DO WE CHECK-IN NOW?

WE CHECK-IN TO PLACES

Founded: 2009

Founders: Dennis Crowley and Naveen Selvadurai

Mission: “(foursquare) helps you and your friends make the most of where you are.”

How it works: Use your mobile device to “check-in” at a location. By checking in you can:

- Earn badges

- Claim mayorships

- Redeem specials

- Read user tips

And in the process, share your location with your friends / see what your friends are up to.

FOURSQUARE

At its core, foursquare is a way to share your location and tell people what you are doing. By pushing this information to twitter or facebook, you begin to build that word of mouth web.

LOOK AT ME!!!

Give yourself a pat on the back. foursquare users are incentivized to check-in with various badges for completing various activities. Some are built into the game, and some are sponsored by brands/companies.

BADGES

Mayorships are awarded to the most loyal customers, and people who check-in the most at a given location according to a specific algorithm. Many businesses offer special offers to Mayors for being loyal customers who share with their friends often.

MAYORSHIP

The primary focus of

foursquare today is the

“Explore” functionality.

Use foursquare to find the

best of what’s around you

through 1) your friend

network, 2) what others are

doing, 3) what businesses

are incentivizing you to do

through specials.

FOURSQUARE’S

FOCUS TODAY

For the launch of the Conan

show on TBS, a Conan blimp

flew across the country,

equipped with the

technology to create the first

moving foursqure check-in

location.

20k+ Check-ins

13K+ Unique users

More check-ins than the

Statue of Liberty and the

Empire State Building

combined.

CASE STUDY-

THE CONAN BLIMP

Tasti D-Light partnered with

foursquare to integrate their

check-in capabilities with the

TDL loyalty card.

When the loyalty card is

swiped, the user is

automatically checked-in on

foursquare.

Once a user reaches 50

check-ins, they receive a

free cup or cone of ice

cream.

CASE STUDY-

TASTI D-LIGHT

50 Check-ins for a free cone?! Not impressed.

Founded (Places): August

2010

Founders: Mark Zuckerberg

Mission: “immediately tell

people about that favorite spot

with Facebook Places. You can

share where you are and the

friends you're with in real time”

How it works: Add your

location to your Facebook

posts. By checking in you can:

- Tell friends where you are

- Tag your friends

- Redeem specials

FACEBOOK PLACES

Donations instead of deals

Local giving for local

partners

$1 given to one of 68 local

charities for each check-in

(bumped up to $10 on Black

Friday)

Drove over 18K check-ins

but fairly low engagement

CASE STUDY-

REI

http://wordofmouth.org/blog/case-studies/how-rei-used-facebook-places-to-support-

local-charities-live-from-blogwell

Again, for some people, this use of geo-location is not enough.

QUICK POLL #2

What deal sites are you most

familiar with?

Which is your favorite?

Ok- lets get back to

business.

Founded: Fall 2009

Founders: Dave Payne and

Michael Tavani

Mission: “to be purveyors of

the local experience,

connecting you to your city

through hard-to-pass-up,

location-based deals, hyper-

local stories, event lists, and

other such curious finds we

collect along the way.”

How it works: by confirming

your location on your mobile

phone, unlock deals at local

businesses. Your presence is

your payment.

SCOUTMOB

WHAT MAKES THEM

UNIQUE

GROUPON MODEL

1. User pays

Groupon directly

2. Easy to forget to

redeem deals

3. 50% off teeth

whitening and

laser hair removal

SCOUTMOB

1. User does not pay

for the deal

2. You don’t use it

until you’re there

3. 50% off local

spots you would

actually go

Works great for businesses

in difficult to reach

locations.

Increase in traffic and word

of mouth well worth the per-

transaction fee.

Has renewed his promotion

several times to keep a

constant flow of new

customers and to reward his

loyal customers.

CASE STUDY-

RISE SUSHI, ATLANTA

OTHER POPULAR

LOCATION

CHECK-IN SERVICES

LevelUp

Loyalty service

Highlight

Networking

Foodspotting

Find food nearby

WE CHECK-IN TO

MEDIA/ACTIVITIES

QUICK POLL #3

How many of you have a

second screen open while

you are watching TV?

What are you doing on your

2nd screen when you are

watching on TV?

Ok- lets get back to

business.

“Nielsen reports that during the second quarter of 2012, 86% of

tablet owners and 84% of smartphone owners in the United States

said they used their second screen of choice while

simultaneously watching TV at least once during a 30-day

period.” http://www.cnn.com/2012/09/15/showbiz/tv/secon

d-screen-tv-our-mobile-society/index.html

Founded: October 2008

Founder: Alex Iskold

Mission: “to create a deeply personalized, social and connected experience around television, movies and sports.”

How it works: check-in to the entertainment you consume using the web or your mobile device. Check-ins earn you:

• Virtual stickers (you can request real stickers once a month)

• Recommendations

• Specials from certain partners

Users can check-in to tv shows, movies, books, video games, sporting events, or music.

GET GLUE

Select a media type and check-in

Rate shows and

read reviews

See what your

friends are watching

Share it with your

followers on social

networks

Over 20 unique stickers

created throughout the

season.

“Top Chef” shot from #101 to

# 4 in the Top Trending

Shows list within 2 hours of

the first sticker’s launch.

Social reach of 1.7MM users

in just 8 hours.

CASE STUDY-

TOP CHEF, SEASON 7

http://blog.360i.com/social-marketing/get-glue

Not into stickers?

Founded: June 2010

Founder: Robert F.X. Sillerman

Mission: built as “a loyalty program for television that gives people real rewards for checking into the television shows they’re watching”

How it works: Check-in to tv shows using audio verification software on a mobile app. For checking in, users earn points that can be redeemed for various reward prizes.

Additional points can be earned by playing follow-along games.

VIGGLE

Find featured shows

and check-in

Device listens for

audio fingerprint Real prizes available

for redemption- no

stickers here

Bonus points and special offers available to uses who link their

Viggle and DirectTV accounts. Creates loyalty offering for both

programming and cable provider.

OTHER POPULAR MEDIA

CHECK-IN SERVICES

Miso

Social TV Check-ins

Into_Now

Second-Screen

Engagement

Zeebox

Social TV interaction

Higher adoption rates as

more people own smart

phones

Security/Privacy concerns

might impede growth

Lean-back experiences will

be favored over second

screen

Universality of rewards and

engagement

THE FUTURE

Download and test out some

of the apps we’ve discussed

Look out for decals on your

favorite local businesses for

check-in participation and

promotions

Check out

streetfightmag.com for all

the latest on hyper-local

Think outside the box and

have fun

WHAT CAN YOU DO TO

GET STARTED?

Find me on twitter: @struletz

QUESTIONS?