Geo-Tagging: What Art Thou To Me? – Part II

Thursday, April 22nd, 2010

One of the more interesting things that Bonin Bough, Global Director of Digital and Social Media Strategy for Pepsi, said on a SMAC (Social Media Advertising Consortium) panel the other night was this: While historically, a huge (300,000 people, I believe and hundreds of thousands of products, I believe…) company like Pepsi would find a movement/application like foursquare to be too small to be relevant or usable, their current outlook is that they have the ability to take something like this, if it is truly interesting, and make it big. (He didn’t use the word scaleable, but I felt a need to say it… like a trained reflex.) Very interesting.

I am now starting to be ousted as mayor from locations I personally created such as Penang UWS and Andy’s Deli on Amsterdam. Isn’t that always the case. I’m out there using it when everyone thinks I’m crazy, and then someone else gets the glory. 🙂

I’ve noted that when I am at a networking event and another digital strategist (typically male) is using foursquare, he will “aggressively” take ownership of instructing those not familiar with it and assume that I know less than he, even if I have checked in as well. I’ve also noted a lot of people who seem to have some personal knowledge/relationship with Dennis or his colleagues but also have some difficulty gaining access. Oh, how I hope my plans to have dinner with him following an upcoming talk that I am co-sponsoring do not fall through. It seems to be a highly sought after privilege.

Sunday, April 25th, 2010

After discovering Burnt Calf via foursquare trending some months ago, I finally checked it out in person on Saturday. It’s very close to my apartment and has bottomless brunch cocktails. However, it turns out that brunch doesn’t start until noon. So we went elsewhere and sat outside on the lovely day that seems to be preceding a rainy one – still holding out hope for a 5pm tennis game.

There is a young fellow named B.H. who is the mayor of two residential buildings on CPW in the West 90s. His tip is “Live Here.” Do we think he’s a broker?

I’ve come to the conclusion that the mayor of the Central Park Tennis Center does not play tennis at all. He seems to be a runner that checks in at each venue he passes. That explains why the overseer at the courts didn’t recognize him.

I have noticed that a former colleague of mine was spending a lot of time at the gym (as communicated via foursquare and, before that, facebook). She would check in at 4 in the morning and often check in twice a day. I found out today that she’s a body builder! So, it wasn’t that she was going to the gym before an early day at the office, she was spending 4 hours a day working out!

A few months ago, when I first heard Gary Vee speak, he asked his audience how many of them had sworn at one point that they would never have a cell phone? And how many swore they would never have a facebook account? When I heard him speak last week at the re-Set conference, he added foursquare and Gowalla to his list of things once forsworn.

Hey! Did foursquare just add back the ability to Shout Out once you’re already checked in? It seems that they have.

Monday, April 26th, 2010

Can foursquare hurt your career? As a consultant, and depending upon the specific project, I often work from home and have the flexibility to work whatever hours I like – as clients who have received 3am emails will attest. However, if a client – or potential client – sees that I hit the yoga studio at 4pm or grab a game of tennis at 3, will she think I have too much time on my hands? Or will she think that I have a good work-life balance or level of discipline? This came up in a conversation today with an executive who passed on a job candidate because the applicant didn’t have a lot of LinkedIn connections. Personally, I think that is a very valid and relevant assessment. When I interview someone for a job, one of the first things I do is check out the LinkedIn profile – particularly if I want to get a sense of the digital savviness of the candidate. Does use of foursquare signal that you are a vanguard or simply give out too much information?

I am convinced that foursquare needs me to reach their full strategic potential. I’m going to spend the next few days figuring out why.

Wednesday, April 28th, 2010

Oooh, I’m #15 on my list of friends this week! Usually I’m at least in the top five. Often in the top two by the end of the weekend. This can’t be good.

One of my foursquare contacts (Seth H) has gone rogue on foursquare as follows: “I’ve subverted Foursquare to add Mitzvot in this case Sepharat H’Omer – the Counting of the Omer the days between Passover and Pentecost (Shavout.) It’s 49 days so every day I try to put something clever in. I also added a check in for Shabbat. I’m still trying to figure out why I’m not the Mayor of Sephirat H’Omer as I’ve checked in twenty something times.”

Another of my contacts likes to include little sales pitches in her posts. I’m not a fan of this approach.

Thursday, May 6th, 2010

Creepy? Maybe. Helpful? Yes. I have a business contact who lives in Boston that I want to meet with when he is next in New York. This morning he checked into Penn Station, Philly on his way to NYC. I sent him a text. This afternoon, he checked into Penn Station, NYC. I sent him a second text. This evening, we are meeting for drinks!

I would estimate that foursquare has a million members at this point.

Monday, May 17th, 2010

I’ve noticed that the AMC Theater and Shake Shack are often trending in my neighborhood. Could this be related to the fact that both places involve downtime in which you are waiting for something to happen – waiting for the movie to start & waiting in line… similar to why I think airports often encourage check-in.

Came home today to see lots of activity at the Beacon Theater. When I checked in at the fruit cart just south of the stage door, I noticed 47 people checked in. With a little Google sleuthing, I figured out that Fox TV is having their upfront presentation there. I then went onto Twitter to see whether attendees were tweeting about the event. Tried out #fox and #foxupfront. Indeed, they were – though very minimally relative to the number of folks on foursquare.

I then decided to take a look at who is attending the upfront. I clicked on a person and then took at look at her mayorships. It’s quite amazing what you can piece together from this little bit of info. You can basically infer where the person lives, where she works, what her family status is and what her interests are. One attendee is mayor of Zenith HQ. Hmmm… a media buyer, perhaps. Another attendee is mayor of Berry Hill Elementary School, the CVS on “Cold Spring Road,” LIRR Syosset and PM Pediatrics on Jericho Turnpike. Dr. House would have a field day with this stuff!

Wednesday, May 19th

I noticed that ABC had more check-ins for its upfront presentation at Avery Fisher than Fox did at the Beacon. Around 57 vs. 47. I’m assuming that it was a larger crowd – otherwise, it could mean that the foursquare population is growing over the course of and due in part to upfront week.

5 people checked into the JCC at 1am on a Wednesday morning. Strange…

Created a check-in for “Stuck In Traffic.” It had to be done.


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