This is part 2 of a two part post about businesses in Australia using Foursquare. Part 1, ‘Local businesses: to use Foursquare (yet) or not, that is the question’, can be found here.

So let’s take a look at what some businesses have been doing with Foursquare in Australia so far. Who are some of these initial experimenters and what are they up to?  There are of course many more examples than I’ve described below.

Café Foursquare Specials

There are many Foursquare Specials already being run by cafés in Australia. In fact, loyalty programs run by cafés, bars and restaurants seem to make up the bulk of all Foursquare specials right now, and perhaps into the future. Here’s just one with a bit of a difference in my hometown.

VIVO Café in Sydney (the George St location) is offering a free coffee with your meal when you check–in. In addition, Angela Vithoulkas, Director of VIVO Café tells me that VIVO is currently inviting people to unlock the Foursquare ‘Swarm’ Badge at the a VIVO Cafe Swarm event, with five dollars of the fifteen dollar cost of a specific meal going to the Sydney Community Foundation.

One thing I noticed about VIVO when I visited the café and met with Angela, is that this particular café is located very close to the Sydney Apple Store, so when you check–in to the Apple Store (which I did before going there), you see an in–app banner notifying you of the “Special Nearby”.

At present, there would have to be a higher percentage of Foursquare users visiting tech stores such as this than many other places in Sydney, so that’s certainly an added bonus for a nearby venue with a Foursquare special.

Multi–City Chain Venue Specials

The Wagamama chain of restaurants offers a Foursquare special that consists of a complimentary miso soup with every main meal, for every fifth check–in. If you’re the Foursquare Mayor you get a free juice with any main meal.

Wagamama has also trialled Twitter tweetups as a way to incorporate social media into the restaurant experience. Michael Fieldcom, who has been involved with their social media strategy, tells me they have run ‘sneak-peeks’ of the new menu to various social media groups. People receive a free meal from the new menu in advance of its release. The sneak peeks are being held at five restaurant locations around Australia.

Ah tweetups, that takes my mind back to the very first Sydney Tweetup in mid 2007, which I co-organised. Twitter was a LOT smaller back then, that’s for sure :)

Curve Cafe + Bar at Vibe Hotel (also at their other venues, including Melbourne) for every second checkin is offering a “buy a drink and get a drink for a friend” deal, plus if you’re the Foursquare mayor you receive a “buy one get one free meal”.

Considering how easy it is to become the mayor in these early days of Foursquare, that’s not a bad deal at all.

Grill’d restaurants in both Melbourne and Sydney are offering a free Mini Chips with a burger or steak sandwich purchase. If you’re the mayor you get a free burger on Fridays.

Corporate Foursquare Special + Meetup

A Microsoft Office Mayor Meetup was held in Martin Place (a central CBD location) back in mid June. Organised by agency Ogilvy 360, Microsoft hosted the “world’s first Foursquare Office Mayor Meetup”, for the launch of Microsoft Office 2010.

Foursquare office-types were encouraged to check–in at the meetup to receive a copy of Office 2010. The first 110 office mayors to queue up got copies, and 300 Office Mayor Meetup t-shirts were also available. 141 people ended up checking in at the meetup.

Potential Local Foursquare Special Clusters?

You know how people often copy what plants and features their neighbours have in their front yard? Well it only stands to reason that we may find that Foursquare offers take off in certain areas in clusters, as venues see other venues in the area take the initiative. “What’s that window cling they have there? Foursquare? What’s that?”.

Melt Bar in Kings Cross, Sydney is offering a “Staff price round of drinks on your 3rd check in”. And just along the road a bit, BurgerFuel is also offering a “buy one, get one free” offer, if you check–in with Foursquare and you bring a friend along.

Not only Food and Drinks

In Brisvegas, at Casa Perdomo, I see an offer for one free Perdomo Cigar for every new visitor who checks in for the first time. Also in Brisbane at Anytime Fitness, I see a free 7 day pass  is available on check–in; a pretty standard gym promo offer.

At the rather exclusive Sanctuary Cove resort on the Gold Coast, I see that Harry’s, boutique is offering a “Check–in and sign up as a VIP to receive a $25 voucher for your next purchase.” deal.

Over in Perth, I see that Connections Nightclub is offering free entry on Friday or Saturday if you check–in before 1am.

On the travel front, in Adelaide the South Australia Visitor and Travel Centre is offering a third night free if you check–in and book a 2 night stay from them.

These are just some examples of Australian businesses using Foursquare right now. As I said at the beginning, there are plenty of others too. If you have any other new and noteworthy examples of Australian businesses using Foursquare already, feel free to tell us about them in the comments.

If you are part of an Australian business and would like to get involved with Foursquare, and would like help with how to approach it for your specific business, don’t hesitate to get in touch with me.

Technorati Tags: apps, Australia, business, cafe, Facebook, Foursquare, Grill'd, LBS, location, location-based, marketing, meetup, Microsoft, mobile, tweetup, Twitter, Wagamama

This is part 1 of a two part post about businesses in Australia using Foursquare. Part 2, ‘10 examples of businesses in Australia already using Foursquare for marketing’, can be found here.

Foursquare only arrived in Australia last November, just 8 months ago. Needless to say, it’s still fairly early days for the location-based service on these (digital) shores.

I’m not exactly sure how many Foursquare users there are in Australia right now, but according to one source, there are at least 60,000 in Sydney. It would be great to get a current, official number from the company (none has been forthcoming from the company by the time of this post). It has however been confirmed by Foursquare that they have passed 100 million checkins and have over 2 million users worldwide. This is not huge compared to the likes of Facebook, with now over 500 million users, or Twitter with well over 100 million, but as I said, it’s still early days.

I remember back when Twitter had about 2 million users and was a relatively small community locally. It’s taken about 4 years to go from zero to over 100 million users. It’s changed quite a bit, especially from a marketing standpoint!  With Foursquare, the second million users have been collected in just three months, and they have recently raised $20 million in funding for further development. However, Facebook has flagged that it will be launching a location feature soon, so it’ll be interesting to see how that impacts Foursquare’s fast growing user base.

Forrester has just come out with some research that suggests that Foursquare is still too small for major agencies and their clients to be bothered with, as even in the U.S. only 4% of adults online have ever used location-based mobile apps. Whereas, more than 11% of adults online have used Twitter and an estimated 28% of all internet users have signed up for Facebook.

Well it might be correct to say that in many cases, but I’m here to say that this certainly doesn’t mean it can’t or shouldn’t be used right now in certain circumstances, especially as Foursquare has the potential to be beneficial for many small and medium enterprises, as well at larger companies. I think it all depends on how and why you intend to use it, and how you approach using it.

For instance, if you are wanting to attract tech savvy early adopters (who are all using up-to-date mobile devices and using mobile data regularly) to your business or service , and there are plenty of businesses who would like to do that, why wouldn’t you think about giving it a go? Quite a few of these people are also likely to be heavy users of services such as Twitter and Facebook, which Foursquare checkins are often crossposted to. This group is also also more likely to write blogs.

Foursquare is also at the stage where, if you are a business using it to attract new customers and to reward loyal customers, you might actually get some welcome free media attention (traditional or otherwise) for taking the initiative. This certainly happened when Twitter started to catch on. Journalists take notice of local examples of wider tech and social media trends being used.

When Twitter eventually broke into mass pop culture, when celebrities started using it and talking about it, and it started being the talk of tv the talkshow circuit, some businesses and individuals who had been using it for quite a while benefited from already having experience with this new communications tool. They were one step ahead of the pack.

Could it be similar with Foursquare? Not sure but it’s certainly possible. Time will tell.

So, having said that, in my next post I’m going to take a look at what some businesses have been doing with Foursquare so far in Australia. Who are some of these initial experimenters and what have they been doing with it?

What are your thoughts on businesses using Foursquare at this stage?

Part 2, ‘10 examples of businesses in Australia already using Foursquare for marketing’.

Technorati Tags: apps, Australia, business, Facebook, Forrester, Foursquare, LBS, location, location-based, marketing, mobile, Twitter

From a mainstream communications point of view, I think there’s a growing issue with labeling things “Green”, or having a separate category for Green, as is nearly always the case. It’s true, a few individuals, organisations and businesses have started to move beyond using the Green label but most have not yet.

Mainstream backdrop

A little background is in order first. Over the past few decades, since the sixties and even before that, there has been growing concern around the world over rising pollution levels and increasing environmental degradation in general. In addition, world population is now approaching seven billion people, estimated to reach nine billion around 2050.

Further, since the eighties, mounting scientific evidence of human induced climate change (despite ongoing attempts to discredit the science), has become occasional front page news, and pretty much never out of the news completely. That’s most unlikely to change over the coming years.

We had the situation late last year where governments who agree that climate change exists and is a significant problem, met in Copenhagen to attempt to hash out a binding global agreement to curb global emissions. There was unprecedented media attention on the COP15 event and an enormous amount of pressure from different individuals and groups to achieve a sensible outcome. Needless to say, there was an accord reached but expectations were not met at Copenhagen.

However, it’s not over by a long shot. Global warming is still on the agenda and it’s not going away. As I said on Twitter the other day, I’m 100% convinced that climate change will continue to cause catastrophic damage to the careers of quite a few of the world’s politicians. In Australia (where I live), Kevin Rudd’s position as Prime Minister comes to mind. Among other issues, after publicly staking so much on it, he never really recovered from the failure at Copenhagen and his party’s failure to get a proposed emissions trading scheme signed into law. He was ousted from within the party after a significant drop in the polls. The new leader, Julia Gillard, will face the issue again should she be reelected.

The problem with Green

So given the contemporary situation, what’s my issue with the current proliferation of the “Green” label or category? What’s not to like? What we have appearing all over the place recently are things like Green sections on popular news blogs, sites and in newspapers. We have Green products proliferating, and companies advertising the new Greenness of their products and services, in some cases whether they are actually more environmentally friendly or not.

“Greenwashing” is a term I have less of a problem with by the way, as it seems like a fairly descriptive and accurate term for what has gone on in some cases. BP’s Beyond Petroleum makeover springs to mind as an obvious example, but there are many subtler versions out there. But I digress.

Now, after Copenhagen, we have governments such as the Obama Administration talking up a much needed push towards a new, emerging green economy, and the many green collar jobs that will create. We have technology related blogs and sites introducing Greentech sections. We have Green online social networkers wanting to build sizeable communities and become ‘friends’ with as many people as possible in order to help spread the word and get action on various environmental issues.

Don’t get me wrong, this is all well and good. Green has been useful and has worked well to attract and communicate with a certain percentage of people. I don’t think the fact that there’s a growing awareness and a proliferation of information, ideas and action is bad at all. It’s brilliant! The main reason I now have a issue with the label “Green”, is that we have got to the point where it’s going to marginalise what needs to become very mainstream, ubiquitous in fact.

So what next?

There are many people, perhaps the majority, who do not want to identify as Green and probably never will. Green is a turn off to many. Even though the label Green has become a lot more mainstream, to many it still conjures up images of hippies, “greenies”, “treehuggers” and environmental activists climbing chimneys.

But hey, guess what? A lot of these people would still like to help fix the environment even though they don’t identify with the Green label. Many might switch to clean power given half a chance, rather than use coal-fired power, if it comes at the right price that is. Many might buy an electric car one day that runs on clean energy. They might buy it because the technology is more advanced and it’s more efficient. They might buy more environmentally friendly products, but because they are better quality products, not just because they are greener.  They might buy locally grown food, it might be organic, but they might buy it because it tastes better and is healthier, and because Jamie Oliver says it’s better. But green? No not me.

We will have big businesses who come to realise that investing in clean technologies, efficiencies and more sustainable production processes will in the long run make them even more profitable. It will also give them a leading edge when it comes to how their brand is viewed by the public, their customers, suppliers, shareholders and by the media. They won’t have to shout “we’re Green” and try and make it stick. It’ll become obvious they are making real changes when perhaps others aren’t doing so much.

The issues need to be so mainstream that they need to be integrated within many other information categories: news, technology, politics, business and finance, transport, energy, food, lifestyle, you name it. The majority of people in the world are going to need to change the way we live and work in order to move towards a more sustainable situation. Having a Green category that appeals to only a minority (admittedly growing) percentage of people is simply not going to be enough to do the job.

So I think it’s time to move beyond the Green label. It’s been useful but it’s served its purpose. It is happening to a certain extent but it needs to go much further. Most of the time I think Green in used for want of something better. I think sustainability is not a bad term to use within businesses. I think the term Clean is useful when talking about the clean economy, clean energy and cleantech. Eco can be useful but is a bit like Green in that it has often been used as a greenwashing instrument. Perhaps we need some new terms. Perhaps we don’t need a new label at all. After all, the idea of, and push for a more sustainable future needs to become so mainstream that it doesn’t have a name anymore, it’s just normal. We have a long way to go.

What are your thoughts on this? Do you agree we need to move beyond “Green”?

Technorati Tags: BP, business, cleantech, communications, cop15, Copenhagen, environment, green, marketing, Obama, population, social media, sustainability

After a fair amount of speculation over the past week, it looks like Mark Zuckerberg is finally going to announce that Facebook has crossed the 500 million users mark. He’s doing a rare interview with Diane Sawyer on ABC News tonight (Wednesday, July 21, 2010), which you’d think would be a fitting occasion to announce the milestone.

Zuckerberg doesn’t give many interviews, and perhaps with good reason, if this recent one at the D8 conference is anything to go by. He really looked uncomfortable when being questioned about Facebook’s much publicised privacy issues.

The upcoming announcement is also good timing for the reportedly pretty dark, soon to be released film ‘The Social Network’, which is about the founding of Facebook. In its marketing, the production uses the tagline (which you can see in the trailer) “You don’t get to 500 million friends without making a few enemies”. I doubt Mark will be looking forward to its release.

It looks like Facebook will be marking the occasion with an initiative called Facebook Stories, which looks to be a visual feast centering around the different ways Facebook has changed people’s lives. Facebook has already created a User Stories form for the launch.

This begs the quesiton, has Facebook changed your life? If it has, how? I’d say that, for me personally, Facebook has made it easier to communicate with some people I probably wouldn’t communicate with otherwise, and made it a little easier to communicate with some people I communicate with regularly. However, Twitter has changed my life more. I use it more, I find it to be more fun, and because of this I’ve built a bigger and stronger network of people I communicate with there.

Technorati Tags: Facebook, Facebook Stories, Mark Zuckerberg, Privacy, The Social Network

Well, the full theatrical trailer is out for the much anticipated film ‘The Social Network’. The film is based on Ben Mezrich’s 2009 book: The Accidental Billionaires: The Founding of Facebook: A Tale of Sex, Money, Genius and Betrayal (Amazon Associates link). As you can see from the embedded trailer, it stars Jesse Eisenberg as Mark Zuckerberg and Justin Timberlake as Napster cofounder Sean Parker.

It remains to be seen whether the film will be any good, or whether it will be a hit with critics and the public. No surprises for guessing whether Mark Zuckerberg will like it or not! I’ll certainly reserve any judgment until I actually see it. On paper the film seems to have quite a bit going for it so far. It’s directed by (previously Oscar nominated) David Fincher, who has directed such films as The Curious Case of Benjamin Button, Panic Room, Fight Club and Se7en. According to IMDB, also in pre-production is The Girl with the Dragon Tattoo. That said, direction is one thing, the writing has to be really good too.

Surprisingly, the film has been chosen by The New York Film Festival to be its opening night film. The New York Film Festival is known for not choosing mainstream American films, so that’s certainly a vote of confidence. The selection committee chair and program director of the Film Society of Lincoln Center apparently said that ‘The Social Network’ is the rare film that “powerfully captures the spirit of its time”.

Going by evidence in the trailer, the film doesn’t shy away from dealing with Facebook’s widely discussed (especially in the tech media) privacy issues. And as an aside, I think the choice of soundtrack for the trailer is brilliant. It’s a version of Radiohead’s Creep by Belgium girls choir Scala.

The trailer certainly does its job of making me want to see it (as if I was ever not going to). How about you, are you going to see it? It’ll be interesting to see just how successful this film will be at the box office. No doubt it will do pretty well as a digital download, torrent or otherwise.

UPDATE: I’ve just noticed that the hashtag #SocialNetwork has appeared as a Promoted Trending Topic on Twitter. Well that should grab the attention of quite a few social media users! I wonder if Sony Pictures will want to run Facebook ads too? I’m not sure Facebook would allow that. Would you if you were Mark Zuckerberg?

UPDATE 2: It appears order has been restored in the wider world. The international version of ‘The Social Network’ trailer has been released, and it includes Radiohead’s original lyric “so fucking special”, instead of the more sanitized “so very special” in the U.S. version; otherwise, the trailer is the same. If I may say, the “so very special” version never seemed right, not even in Radiohead’s sanitized version. And another thing, Trent Reznor scored the film and says “it’s really fucking good, And dark!”. If he says it’s dark, well, it must be dark.

Hat tip to TechCrunch for the international version update.

Technorati Tags: David Fincher, Facebook, Film, Justin Timberlake, Mark Zuckerberg, New York Film Festival, socail media, The Social Network, video

Okay, I like this, it’s good marketing. It’s the kind of marketing people actually like, which is uncommon to say the least.

Following the hugely popular and entertaining Old Spice 30 sec commercial (which really proves that to be viral or contagious it just has to be good), the Old Spice Guy is currently replying to well known people on Twitter with funny, personalized videos. The videos are getting a big kick-along with the addition of a paid Old Spice Promoted Trending Topic.

So far the video replies are mostly to influential and popular people and blogs, such as Kevin Rose, Ashton Kutcher, Perez Hilton, The Huffington Post, Gizmodo, Alyssa Milano, Jason Calacanis and many others, even to Twitter cofounder Biz Stone. Needless to say, tweets and links to videos are being passed around Twitter at an incredible rate. They are of course being embedded in many blogs too, including this one.

This is one of the best paid campaigns I’ve seen so far on Twitter (and YouTube). The copywriter(s) involved must be having a a lot of fun writing the quick response videos too!

Technorati Tags: Ashton Kutcher, Biz Stone, business, Gizmodo, Huffington Post, Kevin Rose, marketing, Old Spice, Perez Hilton, social media, Trending, Twitter, viral, YouTube

As you can see from the screenshot of the tweet from the Wikileaks Twitter profile below, recent rumors regarding the demise of Wikileaks appear to be false.

In case you are unaware, Wikileaks is an international organisation that publishes anonymous submissions and leaks of sensitive files from governments and other organisations. Amongst many other files, the whistleblower organisation was recently responsible for releasing the following shocking classified US military video footage showing the killing of over a dozen people in the Iraqi suburb of New Baghdad, including two Reuters news staff. Two young children involved in the rescue were also seriously wounded. This video has now been seen by millions.

Technorati Tags: leaks, rumors, Twitter, video, Wikileaks

It seems highly probable, if this recent report by ReadWriteWeb is correct. It’s only speculation at this stage as to what will be rolled out.

As RWW says, it could just be a measurement system for marketing promotions they will be running through their own @earlybird Twitter account. It could be an analytics tool for Twitter Search, now the world’s fastest growing search engine, but by my estimation currently not the best real-time search engine.

Whatever it is, if it’s an offering that can be used by individuals, organisations and companies outside of Twitter’s own walls, it’ll be most welcome (except perhaps by those who’ve been developing their own). What kind of tool would you like to see being offered by Twitter? What would be useful for you?

Technorati Tags: advertising, analytics, ReadWriteWeb, real-time, RWW, search, social media, Twitter, Twitter search

According to Twitter cofounder Biz Stone, Twitter now handles around 800 million search queries per day, or more than 24 billion per month. This is a massive 33% more than it said it was handling back in April.

To put that into some perspective, Google reaches around 88 billion per month, so it’s pretty impressive that Twitter has already moved well past a quarter of that. In addition, Bing only achieves around 4.1 billion and Yahoo around 9.4 billion per month.

So as well as being an information network (as Stone prefers to call it), it seems that Twitter is now the world’s fastest growing search engine. It’ll be very interesting to see how much revenue they manage to pull in with their new Promoted Tweets initiative on search. Although quite different, Google has certainly done fairly well out of search advertising!

via Fast Company

Technorati Tags: Bing, Biz Stone, Google, promoted tweets, search, social media, Twitter, Twitter search, Yahoo

Today came the news that Posterous has grown by over 700 percent during the past year. As TechCrunch points out, Tumblr has been around for longer and is seeing around 23 million unique visitors a month, and Posterous (launched in June, 2008) is now seeing around 5.3 million a month.

The increased growth in Posterous over the past year seems to be in no small part due to its introduction of an iPhone app that allows you to post photos and thoughts. Even without the app, it’s easy enough to email content in from a mobile device, which is my preferred method if I’m mobile. It’s also easy to cross-post to other services such as Twitter, Facebook, Flickr and many others, even WordPress.

So, if you use either Tumblr or Posterous, how do you use them? I’ve found myself using Posterous on a increasingly regular basis lately. I’ve tried both these services over the years. Although I think it’s good, I gave up on my Tumblr account because I couldn’t really think of a decent use for it. I found that I already had more than enough to be going on with. I guess it just wasn’t the right time for me.

Having said that, later when I found out about Posterous and tried it, I found the fact that you can send images via email from a mobile device very handy. In addition to using it for posting various images and videos from my iPhone, I’ve also found myself using it for increasingly regular posts on various subjects I’m interested in that don’t fit the theme of this blog.

It’s really a way for me to discover and comment on additional themes and subjects I’m interested in, and to share them with others. Maybe some of these thoughts will turn into other more substantial projects later on, maybe not, but for now it seems an appropriate place to experiment. Also, sometimes the 140 character limit of Twitter is just not enough.

How about you? Do you use either Tumblr of Posterous, and in what way? Feel free to share your URL in comments.

Technorati Tags: blogging, iPhone, microblogging, mobile, Posterous, social media, TechCrunch, Tumblr