Scott Struletz shares his thoughts on the future of Check-Ins

1. Digital Moguls was by Kristin Bolton-Keys in 2011,
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1

2. CHECKING IN
ON
‘CHECKING IN’
Brought to you by: SCOTT STRULETZ,
Exper t Contributor
Twitter: @struletz
October 16, 2012

3. 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?

4. WHY DO WE CHECK IN?

5. http://mashable.com/2012/06/22/s
hare-too-much-social-media-
infographic/

6. REMEMBER THE WATERCOOLER?
We used to wait until these situations to talk with friends and share our thoughts.

7. But now we carry computers in
our pockets everywhere we go
which allows for instant
‘watercoolers.”

8. Our thoughts, opinions and ideas spread faster and farther than
ever.

9. 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.

10. Our thoughts, opinions and ideas spread faster and farther than
ever.

11. WORD OF MOUTH

12. http://www.ignitesocialmedia.com/social-
media-promotion/why-people-share-content/

13. HOW DO WE CHECK-IN NOW?

14. WE CHECK-IN TO PLACES

16. FOURSQUARE
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.

17. LOOK AT ME!!!
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.

18. BADGES
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.

19. MAYORSHIP
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.

20. FOURSQUARE’S
FOCUS TODAY
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.

21. CASE STUDY-
THE CONAN BLIMP
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.

22. CASE STUDY-
TASTI D-LIGHT
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.

23. 50 Check-ins for a free cone?! Not impressed.

24. FACEBOOK PLACES
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

25. CASE STUDY-
REI
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
http://wordofmouth.org/blog/case-studies/how-rei-used-facebook-places-to-support-
local-charities-live-from-blogwell

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

27. QUICK POLL #2
What deal sites are you most
familiar with?
Which is your favorite?
Ok- lets get back to
business.

28. SCOUTMOB
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.

29. WHAT MAKES THEM
UNIQUE
GROUPON MODEL SCOUTMOB
1. User pays 1. User does not pay
Groupon directly for the deal
2. Easy to forget to 2. You don’t use it
redeem deals until you’re there
3. 50% off teeth 3. 50% off local
whitening and spots you would
laser hair removal actually go

30. CASE STUDY-
RISE SUSHI, ATLANTA
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.

31. OTHER POPULAR
LOCATION
CHECK-IN SERVICES
LevelUp Highlight Foodspotting
Loyalty service Networking Find food nearby

32. WE CHECK-IN TO
MEDIA/ACTIVITIES

33. 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.

34. “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

35. GET GLUE
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.

36. Rate shows and See what your
read reviews friends are watching
Select a media type and check-in
Share it with your
followers on social
networks

37. CASE STUDY-
TOP CHEF, SEASON 7
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.
http://blog.360i.com/social-marketing/get-glue

38. Not into stickers?

39. VIGGLE
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.

40. Find featured shows Real prizes available Device listens for
and check-in for redemption- no audio fingerprint
stickers here

41. Bonus points and special offers available to uses who link their
Viggle and DirectTV accounts. Creates loyalty offering for both
programming and cable provider.

42. OTHER POPULAR MEDIA
CHECK-IN SERVICES
Miso Into_Now Zeebox
Social TV Check-ins Second-Screen Social TV interaction
Engagement

43. THE FUTURE
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

44. WHAT CAN YOU DO TO
GET STARTED?
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

45. QUESTIONS?
Find me on twitter: @struletz