My presentation on the business application of location-based service Foursquare from last week’s AMI FutureComms workshop:

I traveled over 20,000 kilometers to attend SXSW interactive – a conference referred to by some as ‘spring break for nerds’. Two weeks ago, when I started writing this post (apologies for the delay, family emergency), I had this grandiose plan that I’d write one brilliant post summarising all that I’d seen and learned. I now realise that’s not going to happen because 1. I’m sober now, and 2. SXSW is more about the people you meet (usually over margaritas: see #1) than the panels and keynote speakers.

BUT, since that isn’t much help for the handful of you that weren’t there, here are 4 of my takeaways:

Photo credit: Caroline McCarthy/CNET

Location, Location, Location
(no surprise here)

In the main event of the ‘Geolocal Showdown’, location-based-services (LBS) Foursquare and Gowalla competed against one another not only for publicity and check-ins, but also for top honours in the mobile website category of the 13th Annual Web Awards Ceremony (Gowalla won). Bragging rights and egos were put on the line as both companies hosted parties on the same night just down the block from one another (IMHO, Foursquare totally won for bringing Ashton Kutcher to the party).

At the same time, smaller LBS providers such as Loopt, Brightkite, Plancast and Whrrl quietly fought their own battles for attention in the geolocal space. This all sounds overwhelming, huh? Never fear, SimpleGeo launched Vicarious.ly which aggregates check-ins from all these services into one place! And for those that want to know before they go, two Digg employees launched Wheretheladies.at.

Everyone has their own loyalty, so it’s difficult to discern who came out on top. What is clear, however, is the fact that location is the place where everyone wants to be.

Who are all you people?

Apparently I’m not the only one who’s a sucker for hashtags and guacamole… the interactive portion of the conference attracted over 14,000 people (a 33% increase from last year), surpassing music in terms of attendees for the first time ever.

All the usual suspects from the NYC, San Francisco and growing Austin tech scene were there, but who were the rest of the people? Although the increase in size wasn’t all good (crowded hallways, overcapacity panels, way too long of a queue at the bar), it was interesting to meet the different sorts of people that attended – client side, agency side, academia – and of course the aspiring fameballs. I think Vanity Fair is partially to blame for the massive crowds. Or maybe it’s hip to be square, again.

It’s not all about the tech

SXSW is admittedly one big geek show-and-tell, but there was a strong presence from typically “untechie” consumer brands. Pepsi was all over the show, actually it seemed as though they pretty much owned the damn conference (I’m clearly still bitter about being unable to get a simple can of Coke anywhere near the convention center); Chevy sent 8 teams of digerati from across the US on roadtrips from their hometowns to Austin. And as far as swag goes, SoBe kept attendees hydrated and drunk by serving up unlimited free cocktails in the Lizard Lounge, ZonePerfect spruikers were on every street corner trying to ensure the waifish crowd could power through on only a few hours sleep (but we all know it was the free cigarettes American Spirit handed out that really kept kept them going).

Whilst everyone at SXSW wants to know who the new Twitter is going to be, I was also refreshed* by the number of discussions about big picture topics such as media democracy & journalism, online privacy and social change.

*damn you, Pepsi.

Is Twitter the new Twitter the new Twitter the new Twitter?

As you probably know, Twitter launched at SXSW in 2007. When 2008 failed to produce an equally major launch (and the Twitter craze continued), Twitter was proclaimed the new Twitter. Although Foursquare was born at the 2009 conference, it was a relatively quiet launch and Twitter again dominated the scene – making Twitter the new Twitter the new Twitter. Flash forward to SXSW 2010 – who is the new Twitter? Some say Foursquare, others say location-based-services in general, I say Twitter (mostly because I like saying Twitter is the new Twitter is the new Twitter is the new Twitter).

But in all seriousness, Twitter’s been doing some interesting things. During his keynote, CEO Evan Williams launched @anywhere – a framework for adding the Twitter experience anywhere on the web; it’s basically Twitter’s version of Facebook Connect.

In addition to this, Twitter began giving US users the ability to include location data alongside their tweets and revamped their homepage to make it more dynamic by showing real-time info about who is tweeting, trending topics and popular tweets (I don’t actually see this update, so I’m thinking it must be another US-only launch). Twitter added: All of our recent changes embrace the notion that Twitter is not just for status updates anymore. Zing, Facebook!

SO, Twitter’s having launched @anywhere, adding location data and giving Facebook the middle finger earn it my vote for being the new Twitter.

foursquare is a cross between a friend-finder, a social city-guide and a game that rewards you for doing interesting things.

Yesterday was a good day – it was inadvertently brought to my attention that foursquare is finally available in Perth! And, it comes only a couple of months after its Australian debut in Sydney, Melbourne and Brisbane.

Here’s how it works:
Using a mobile app, mobile web or SMS (US only), users voluntarily check-in at a variety of locations – cafes, stores, bars, parks – and in doing so alert friends of their whereabouts… perfect if they’re in the area and keen to drop in to say hello. It’s also possible to check-in and keep the location private – designed for those times when three’s a crowd.

When checking-in, users can share tips (i.e. try the frites at Little Creatures!) and add activities to personal to-do lists. Check-ins earn points; there are extra points awarded for going to new places and the user who has checked-in most at a given location becomes the “Mayor”. Users can also unlock badges by checking in at interesting places… it’s a competition to explore your city!

Player Please! - a badge that is unlocked by checking-in with 3 members of the opposite sex.

I first became hooked on foursquare while living in NYC and I would rank it amongst my favorite iPhone apps. Why? Because it satisfies every reason I’d ever use an app:

Utility: 1, it enables you to locate people and places, and 2, it offers user recommendations/tips for various locations

Communication: the app obviously facilitates lateral communication and also has Facebook and Twitter integration

Competition: don’t forget that this is also a game – you’re competing to check-in at the most places and unlock badges by doing unusual things (you don’t know how to unlock badges until you’ve unlocked them)

Social networking: the community aspect ties it all together – the tips that pop-up alongside venues are from your friends (*ahem, word-of-mouth from a trusted source), you’re able to catch up with your friends, you’re in competition with your friends.

And then there’s foursquare for Businesses, which gives retailers an opportunity to alert users of promotions when they’re in the area.. imagine checking-in at Starbucks and immediately getting a notification that the Dome just across the road is offering 2 for 1 coffees! In addition to this, many retailers offer special discounts to their establishment’s current Mayor – which effectively rewards the best customers and creates an incentive for other patrons to frequent.

Charities are also seeing benefit in foursquare. Last month Pepsi sponsored a campaign which dedicated 4 cents for every NYC check-in to CampInteractive, an organization that aims to inspire inner-city youth through technology.

This is clearly no playground game we’re dealing with here.