The Future of FourSquare

I'm not going to bore you with 'FourSquare 101' as I'm beginning to understand that a number of my readers are well adept to the industry and are actually for more from me. FourSquare, being the front-runner with Gowalla and Facebook quick on its heels, currently has the industry lead. But geo-located checkins are the name of the game and everyone wants a piece of the action.

OK, fine, here's a quick Wiki 101 on FourSquare:
Foursquare is a web and mobile application that allows registered users to connect with friends and update their location. Points are awarded for "checking in" at venues. Users can choose to have their Twitter and/or their Facebook accounts updated when they check in. In version 1.3 of their iPhone application, Foursquare enabled push-notification of friend updates, which they call "Pings." Users can also earn badges by checking in at locations with certain tags, for check-in frequency or for other patterns such as time of check-in.

The possible future for FourSquare and its developing competitors may look like this:

User-Empowerment –
There still is little that we can control about FourSquare. We have a profile, yes. We have awesome statistics on our locations, as well! But minimal customization for profiling and no direct way to embed the essence of the application within our own content (blogs, etc.) short of referencing locations back to the application. I'm seeing that in the future, people should not only be able to create rewards, badges and develop more robust incentive strategies – but allow for more visual customization of profiles and business pages. And I can't post photos to locations – why?

Increased rating ability –
"Shout outs" are great but sharing tips and extending rating to a user’s base, I think, will become more important, as well. Regardless of circumstance, FourSquare needs to extend greater ability for users to give both positive and negative (constructive, ideally) criticism to locations.

Sort ‘till my heart’s content –
I'd like to see greater sorting ability within categories, allowing users to cluster locations and send them to friends, perhaps, thus “incentivizing” them to checkin to those locations for "Justice's BFF Badge" or the likes.

Increase conversation –
Much like comment fields, forums and Google Buzz, we need to see great threaded conversation about checkins. Beyond simply rating things, we need conversations to take place about checkins in a more fulfilling manner. Wait and see – this might open a wonderful door for surveys and polling assisting businesses know what their customers really want.

Mobile application co-ops –
When developing location based applications for GPS-enabled devices in the future, FourSquare’s current API needs to be easier to use and more robust than ever. We're seeing a wave of applications coming to a screaming close because they were simply too short-sited to let others work cooperatively with them, and while FourSquare has done this admirably, it needs to continue and embrace doing so.

Nesting services, brands and communities –
Frankly, FourSquare's hot right now in the marketplace. And too expensive to work for given that you have a small brand that could successfully utilize their services. FourSquare (and all proximity-based applications) needs to be careful not to outsell themselves. Once the cache of this technology becomes normality, business models better be in place to service all takers before the Facebooks of the world make it as easy as creating a "Like" page.

Mapping exploration -
Loopt does a mediocre job of giving you an idea ‘where yo dawgs is @’ but it needs significant improvement. I'd love to see more mapping functionality, combined with photos and real-time connectivity with my followers. While, indeed, it does seem a little creepy, I think while we preach privacy we still want connectivity within the groups we trust. It would also be great to see sorting within these groups as well. If I'm downtown, click, there's my nightlife in a single action.

More game play –
Gowalla seems to have an edge with game play on graphics and allowing for "Founders" of locations, but it still seems thin to me. Watch the future of these applications look to Internet-based gaming and watch things like "clans" and levels come out it. Before you know it you'll be buying a Slurpee trying to get 'Titanium Mayor.'

Badges!!! –
I LOVE badges! And while I don't think they should be as easy to construct as Facebook "flair," I do think theye should be more badges for greater minutiae. I understand that it's part of FourSquare’s business model to construct and sell badges within a branded construct, but those badges should be held with greater exclusivity than user-created or 'minor' badges. Perhaps there's more of a user-based submission on evolutionary contests for badge creation?

Better rewards –
We need better rewards. While badges and points ARE cool, they're going to eventually be the Achilles heel to the product. With great loyalty should come great “incentivizing.” WeReward.com and others are seeing that there's real traction in garnering users by giving it away. FourSquare needs to start thinking about a better treatment of the people that do rack up the points. With 100+ to 1000+ users out there, you're seeing a real-time commitment with no current payoff.

Addendum to last point: When I was writing this post this came to light a day later -  Foursquare Now Experimenting with Badge Rewards

Previous FourSquare related articles:

• Here's a post I wrote talking about game-play ethics of FourSquare
• Here's a post I authored for business as a 101

Information for businesses wanting to get involved with location-based marketing, go here:

• Here's FourSquare's take on its message to businesses

Nerd Merit Badges, I <3 U!

Ordinary 2 Extraordinary: Conceptual Connections

The consumers mind is sharper than ever. They have the ability to process, filter an delete content faster than ever before. So what can you do as an advertiser to combat or embrace this? Make the common place something conceptually special. When's the last time you felt compelled to switch garbage bags brands? When's the last time you felt like you had to jump out of your seat and check a URL that you just saw on TV? The key (as plainly as this sounds) is taking things that you do every day, apply story and shift the vision. Take for instance the following three ads:

This series of ads was some of the shining examples of what can come out of storytelling in thirty seconds. It takes the mundane life of the avergage business professional and turns it into something not only compelling, funny but motivates you to compare your current situation to it. When's the last time you felt like you would debate your car with $100k Mercedes? You wouldn't because you can't. That's why they sell that product in reverse –– exclusivity, removal from the pack and engineering. So be care to how your applying your connections.

But when you're talking to the other 95% you need to emotionally connect to their real lives. Here's some questions to help quickly find those nuggets:

1. When you sit with your friends what do you bitch about?
2. What would you change about the products/services that you use; or job that you do?
3. When working what is the consistent gossip, problem, issues and or situations you find yourself in?
4. What makes these situations? (e.i. – meetings? staff changes? executive hierarchy?)
5. If I were King/Queen I would?
6. Can parallels be made in what you do with unrelated concepts? Example: someone stole my food from the break room refrigerator –– could be a high-tech diamond heist in Germany. A bit of a stretch but you get that model.
7. When you make light of your situation in what context does it fall? What make it funny and how (if at all) is it resolved?

The risk an advertiser needs to take is how granular are they willing to be with the concept to the demographic. Everyone wants their ad to connect to everyone alive but that's foolish and ultimately ineffective. In a world of spoon feeding directions to users we've tend to forget that the audience can think for themselves.

The Apple iPhone 4 Checks One Promise Off My List

There's a spot in my heart for a bizarre little list. The list of things I was promised from films and technologist that I've not got EVER! Today, I got video conferencing in my hand. I don't know why this was a biggie for me but it was. It's not on my wrist, but I'm not being stingy considering that it does more than I was promised.

Apple introduces "FaceTime." T is a cell-phone application that allows you to video conference using your iPhone. The iPhone 4 is to be without a doubt the finest phone on the market by the end of June.

We all knew it was coming based on the blunders (or intentional leaks from Gizmodo) by Apple's crack secret squad leaving the prototype out for all to see. Admittedly, I think every geek was kinda' wondering if that's what we were really going to see today – but it was, and more.

• So many features, I'm all tingly
• Design Specifications
• Technical Specs
• The Killer Screen
• Yes, yes, but how much???

It's sexy. Like it wouldn't be? Not only am I a gadget freak, as a professional photographer I'm very excited to see the quality and intensity of the new 5 megapixel camera as well. It's got another 10 to 15 years before it replaces my Digital SLR equipment but it's going to awesome watching it try. I applaud the dual camera (front & back) ability to swap while in FaceTime mode as I think this will be a pretty intensive jump for the Professional world as well. Think of being on location with your client and give them the seamless experience of what you're seeing.

Couple of items to question based on what I can see:

• Will designing for the display prove to be any different?
• What applicationally do you think will come of the FaceTime operations with Augmented Reality apps?
• What effect of the larger battery will be eaten by the newer processing chip?
• What level of multi-tasking abuse is this phone prepared for and can it be adjusted within preferences?

Last of course here is my list of lies that I've NOT gotten yet:

• Jet Pack(s)
• Shiny Fashion
• Mind Control Helmets
• Stun & Death Rays
• Flying Cars
• Food Pellets
• & The Orgasmatron

Improvise, Adapt and Overcome: Marine Corps of Design

Change is hard. But we see it all the time in our 'tech today, gone tomorrow' society. We, as creative professionals, need to take some serious lessons in order to be at the top of our craft. I'll be the first person to tell you that I've got a handful of 'tricks' that I fall back on in my designing. I don't like that I do it, but given the schedule, I know how to adjust what I do to meet the demands of the scope. This is good and bad. Good in that I can correctly estimate the amount of time it will take me to perform a certain task. Bad that I know just what it takes to get that product complete.

Here's the rub –– We kill time for evolution in our design when we do this. We need to take the time to step outside of our comfort. We need to challenge ourselves to learn new styles, techniques, use different colors, fonts and special development, new photography, new technology and overall make ourselves uncomfortable to the core. Out of this, good or bad, you will go as a design/creative professional.

I once had an ECD that did not own a television at home. He told me that the best work is on AdAge.com and through his review of their materials, he kept his craft in check. I disagree. If you don't know what's shit, how do you know that what you're choosing to watch is good? Additionally, 99.8% of us don't get the 50 million dollar account and can sit in a room and pontificate about "wouldn't it be cool to give away a diamond encrusted unicorn?" Well yes it would be, but I digress. We fight for every penny we have and try to give the client the most for what that money can buy. More often than not, we eat into our own pockets to make those little ideas work even harder than we had originally scoped – and we sleep very well.

The USMC has a saying: "Improvise, Adapt and Overcome" – it requires no definition or explanation. As a 'creative' professional, you should expect to do the same. I've written and read countless posts on how to get inspired, how to brake molds and how to become a better professional. I once listened to a speaker tell me that art is "10% inspiration and 90% desperation of trying to complete it." There's more truth in that statement than any client will ever know. But the harder we push to Improvise, Adapt and Overcome, the better we are, the stronger we are and the better we can be for the next project.

Reach beyond your comfort zone.

Do something mentally painful.

Delete the fear that can't start over.

You don't know everything. Be humble, go listen and learn.

Every project gives you the opportunity to grow a little and mentally vet the 'unspoken creative' projects you'd rather no one find even in death.

A couple of primary keys in the Marine Corps of Design:

• Make sure you have all the necessary feedback from the client (protect yourself at all times).
• Don't let the budget put a bulls-ring on the creative direction/execution.
• Take your personal desire out of the design – make sure it works for the audience.
• The best ideas come from the attrition of internal battles.
• Don't be afraid to do something they didn't ask for -- but only after you've completed your assignment for creative presentation.
• Don't ever be afraid to kill an idea.
• Defend your thinking with logic, passion and proof (if you can find measurement to back your thinking). If overruled, be humble and live to fight another day.
• Don't ever disagree with a peer or client without a position.
• Don't ever be afraid to fire a client.

Timebomb Presentations: When You Only Have Hours & Not Days

You know what it's like. You just get the RFP at O' dark thirty and in a mad dash you need it to look like the savior! Well making new business presentations is a fine art. Done well by many and mastered by none. The rules of the game change so frequently that boilerplate PPT templates look like what they are – dated. What can you do to soak your pitch in gas and give the potential client the lighter? Visuals. And the ability to pitch but that's not important right now ;)

But I need to pitch this by EOD tomorrow!

Here's a quick way to cut a capabilities reel in short order. I've used an application called "Prezi." Don't let the silly name fool you it's really a nice browser-based presentation application. There's a desktop application for development as well built in Adobe Air (I think). Now the short comings of Prezi is the look is a bit of a one-trick-pony. Mind you for pitches it's fast and elegant and you'll get more time to polish everything if you get 'short-rounded' at a later date.

Here's a interactive reel I assembled in about a day:

There's a couple of tricks to know about what you just saw:

1. Build the animation out fully as a static linear transition.
2. The key to the animations is to grab your screen shots with an application like Snapz Pro to show the navigation and any robust animations or features.
3. Then in a video edit application like Final Cut Pro, adjust speeds, layer music and drop in the above mentioned animations of the screengrabs.
4. If you're a MAC user I always recommend using Keynote over PowerPoint as I feel it handles video much cleaner and without prejudice.
5. Now export and add it to your presentation for maximum impact.

Hope this helps your bag the big one, or at least keep you in the fight!

Addictive Advertising

There's very little advertising that's worth its salt anymore. We see so much of it and we're so good at filtering it, it's nearly impossible to "stick" to your soul. How do we touch the audience anymore? What will change behavior? Can you really create the tipping point anymore? This is a popular topic when ad geeks culminate and discuss what's good, bad and ugly. What's harder even still is putting creative arms around hard issues like Public Service Announcements (PSA's), health issues, disaster and ANYTHING that personally touches one's family.

Which brings me to Montana's Meth Project (Anti Methanphetamine campaign) called "METH – NOT EVEN ONCE." Very little effects me in advertising and almost nothing haunts me. That all changed when I saw this work:

I invite you to suffer through all the television here.

So what makes powerful advertising? Well you can look at this body of work and say "well it's all shock value", but is it? The fact of the matter we can't handle work this big mentally and we push it away praying that they never effect us – but it can. We can be robbed, we can abuse an illegal or LEGAL (OTC) substance, we can have a friend commit suicide, we can suffer from depression or have your child's best friend die in a drunk driving accident – or worse (God forbid). We have to except that candy-coating all work is not necessarily in the best interest of the audience.

Given that this is the case here is a hardcore punchlist that can get you started:

1. It has to make you feel SOMETHING agonising or hit you from personal moments in your past
2. It has to effect you personally, attack the family is the quickest way to get attention
3. It has to effect the audience financially and structurally
4. It has to beg the question of 'HOW DO I FIX THIS?'
5. It must create urgency
6. It must strip down what is MOST important to the audience: children, family, home, friends or lifestyle