July 28, 2010
A couple months ago, my friend Anne Clelland, of Handshake 2.0 put together a Foursquare Swarm Badge Party in Blacksburg. Unfortunately, she failed to meet her goal. I’ll blame myself for at least 1/50th of the failure, being that I was out of town for that evening.
I’m a big fan of Foursquare, despite my wife giving me grief every time I pull out my smartphone for a check-in. I’d venture to say she’s not the only who has yet to embrace the service, which is why I think what Anne is trying to do is wonderful.
I see a lot of potential in Foursquare, but it’s still got a way to go. I use it to announce to my social media connections when I’m at someplace cool like my favorite Deli in NJ, or some famous landmark wherever I am. I’ll check in at places that are less interesting if I think there is a chance I could become mayor. I see a lot of people checking in at the local grocery store or gas station… I don’t go that far. I like the game aspect of it. It’s very thrilling to “oust” someone as mayor and tweet about it.
I think the “specials” aspect has huge potential for business use. A example of a special is that I can check into the local Ben and Jerry’s, then show them my phone and get a coupon for my ice cream. It’s a win-win all around. The consumer gets an easy deal on demand, and the business gets trackable data and the social sharing aspect of someone “shouting” that they’ve been to your establishment. Anyone who checks-in at your business is likely to be an advocate of what you’re doing, or at least a promoter.
These types of services work best when “everyone” is on them. Facebook and Twitter reached a critical mass a few years ago, where they’ve got their own gravity well for attracting users. Foursquare isn’t there yet. At least not here in Southwest Virginia. I’d love for there to be tons of opportunities for the Swarm badge around here. Alas, it’s rare.
Badges are another form of competition within the service. The best power users are easily identified with their badges such as “Super-Mayor” and “Bender”, achieved by holding mayorships in 10 locations at once, or having 5 checkins in single night. “Swarm” is a relatively rare one, achieved when you check in at a location where at least 49 others have also checked in on that day. Basically, when there are 50+ foursquare users in one place at one time. How many users have to live in or travel to one place to have a reasonable chance at a swarm? Hopefully, we’ll find out tomorrow.
I got my Swarm badge a few short weeks after Handshake 2.0′s failed effort. In Central Park. On a normal Saturday.
Feels a little like cheating maybe… Obviously New York is a bigger metro area than Roanoke or Blacksburg. I think there’s a different social culture there as well. I bet the number of Foursquare users per capita in Manhattan is higher than in a typical community like Roanoke. Someday, I’ll have to find some data on that.
I thought maybe a large event in Roanoke might provide a better chance – something like the Music for Americans Fireworks show on the Fourth of July. When I checked in to River’s Edge Park that day, I think there were 4 others checked in. A bit short, and a bit disappointing given that there were probably 30,000 people there.
Which brings us to Wednesday’s Handshake 2.0′s Anniversary 2.0 party and Foursquare Swarm Badge 2.0 party in Blacksburg. I’m excited about the second attempt, and I trust Anne has planted the seeds to meet the goal. The theme for the party is: Let’s figure out Foursquare! I can’t wait to meet with other local users and debate the merits of this hobby/service/addiction. It’s another example of how I really think the value of online social media is to drive “real life” social interactions.
Free beer doesn’t hurt. Thanks, Anne, and congrats on 2 years of business.