Facebook, Events and the Future of Check-ins
Posted on 19. Aug, 2010 by Lachlan Hibbert-Wells in Marketing, Social Media
Today (well, yesterday American time) Facebook held a press conference in which Zuckerberg and Co officially revealed what many of us have been eagerly awaiting: Facebook’s push into location based social activity, Facebook Places.
You can read the live blog of the event on what was revealed and what went down here on Mashable, but what I actually want to talk about is what I was surprised wasn’t revealed.
Anyone working in or around social media at the moment will have heard that we’re in the year of mobile and the location based revolution. I myself have been guilty of discussing this shift ad nauseum in the past, but what this actually ignores is what the growth in Foursquare, Gowalla (both of whom were present as partners at the Places launch) and Brightkite actually signals.
Location is fantastic. If I’m out at a restaurant, concert, gallery, live event etc, being able to connect with other people there who have been there in the past or who are there right now is both entertaining and useful – I can get advice, meet up with friends I didn’t realise were nearby and earn rewards.
So much focus is placed on the reward systems in these ventures, namely the badges or promotional tie-ins however what is often overlooked is the beauty and adaptability of the check-in mechanic.
An example: I’m out at the movies with friends, and all being hip, young social media nerds we check in at George Street Cinemas, I even send this to Twitter and Facebook as well with the message “Seeing Inception!” attached. I see a Tip as to the best seats to ask for in Event Cinema’s new assigned seating madness, grab popcorn and enjoy the movie. Great, right?
Sure, but why base such a check-in only on location? Surely I have more in common with someone in another cinema seeing Inception than someone who is physically close but watching Tinker Bell and the Great Fairy Rescue? Likewise, if I’m at home watching Mad Men, why not connect me with others doing the same? This is at the heart of the event based check-in market.
Naturally, I’m not the only one thinking along these lines. There are already a bunch of competing services in the space, fighting against each other and trying to gain traction. GetGlue, Philo and Miso all do similar things but with unique pros and cons for each. As Jennifer Van Grove puts it:
It’s way too early to make predictions. We’re still on the cusp of an emerging trend, but eventually there will be one clear victor.
GetGlue has an advantage on the recommendation engine front. Philo’s live TV focus is inherently network-friendly. And Miso really gets why and how users will use its service.
A solid case could be made for each, and yet one will dominate, just as Twitter killed off its competition and Facebook finds itself leaps and bounds ahead of the rest. Right now, though, it’s still anybody’s game.
So yes, I’m certainly not the only one who sees this as a potentially massive market in the future. Remember, these types of check-ins can, and will, expand to cover more and more of what you do on a day to day basis. Concerts, watching TV, movies, sporting events and, I would wager, even more abstract events such as hobbies and past times.
The part that gets me, is while Facebook Places looks really interesting and will no doubt be the subject of much reporting and debate in the coming weeks, is that it’s this event based interaction which to me marries far better with Facebook’s current ecosystem (Pages, Groups etc), which is why I’m surprised that Zuckerberg said definitively that event based check-ins were not part of the service at this time.
The coming 12 months should be very interesting for how this space evolves, and for an excellent run down on uptake, interaction and profiling of the three services I mentioned above, I do recommend anyone interested read Jennifer Van Grove’s piece.
What do you think? If you’re a currently a Foursquare addict could you see yourself checking in to events? Or do you not see the appeal of any of it?
33 Responses to “Facebook, Events and the Future of Check-ins”
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Matt
19. Aug, 2010
I tried to get into location based services, but frankly I think they’re total and utter crap. Just a nuisance that has no value, unlike Twitter where there’s opportunity for some real engagement.
Lachlan Hibbert-Wells
20. Aug, 2010
Obviously it’s a very different value being offered, whether Twitter is longer form engagement location based services are more in the minute – should you avoid the fish? Where nearby does a good coffee? etc.
In terms of the real engagement you mentioned Matt, would event based check-ins not offer that? A more stable, consistent connection than Twitter’s hyperactivity could certainly add an interesting angle to ongoing events/shows etc.
Still, what do the rest of you think?
Brad Down
20. Aug, 2010
Location based services will certainly be a mainstream part of our lives in the future. Facebook obviously has the advantage if they do it right. At the moment it looks like they are going to sit back and dabble for a while and see where things go.
Nicole Jensen
20. Aug, 2010
As an event manager obsessed with social media, I love Foursquare. BrightKite has never offered just what I wanted, for one, the Foursquare iPhone app is more reliable.
I love the idea of checking in at events, and offering incentives and prizes for attendees checking in to enhance their experiences. It needs to take off more in AUS first though.
Great post!
Andrew
20. Aug, 2010
Facebook are taking the softly softly approach. Interesting that they’ve got some of the geo location competitors on board.
As much as the heat is in this area, I’d like to know the size of the geo location market. Add to this the percentage of Facebook users that make use of the existing mobile services.
My experience has been that Facebook’s core function is connecting friends. But its a dip in, dip out usage pattern. Very much based on time permitted. As opposed to checking in.
Personally, I don’t have a need for geo location services. I like a surprise or finding something new for myself.
All of Facebooks plays have been to be more relevant in the day to day. Definitely to keep a hold on users. Possibly to generate more ad revenues.
The results are mixed from what I see. They’ve never explained new features well from within the site. Or made them easy to configure.
Shown a brutal disregard for privacy of late. Women have a very different perspective to what information they share.
Still and all they’re the 200lb gorilla in the room.
As for more event based check-ins, it has potential. But as with most review information, I place much more weight on respected people then the average unknown.
Case in point, eatability. People are always more vocal when they have an axe to grind.
c0up
20. Aug, 2010
I thought Miso was cool for a second, but looking at a show page and just seeing a thousand “watching True Blood” messages was terrible. GetGlue on the other hand, fantastic!
Surely the next iteration / extension to Places will allow you to check-in / like every imaginable thing on this planet as everyone slowly documents every minute of their lives through Facebook.
Lachlan Hibbert-Wells
20. Aug, 2010
I think that that is one of the more interesting ways it could go, C0up.
I would not at all be surprised if what we see more and more is Facebook supplying the userbase while other businesses supply the concepts and services. Certainly fits with Facebook’s current desire to insert itself all over the web.
cafedave
20. Aug, 2010
I’m a bit hesitant to trust facebook with this kind of information: sure it’s friends-only now, but over time, how much of this information will be public by default?
I think the wakeup call for me was when Jye posted a link to this site: http://weeplaces.com/jye-smith/ – it seems that a user’s foursquare history is not as private as one might hope.
Beaney
20. Aug, 2010
I think this is really interesting – and I think you’re right, we’re on the cusp on a new form of communication. Like the emergence of social networking itself, there are a lot of services experimenting with these ideas, but none have really caught the public appeal.
I think we’re at that point now. While Foursquare and Gowalla are fun for it’s users, dosen’t have the mass appeal of a *tool* that people use on a day-to-day basis. Like Google Maps, which is pretty essential in finding places, products and services, there is no geo-locative service which really shows the value of crowdsourced or geolocative information. No doubt there is value, but capturing a mass-market to understand this value and incorporate it into their everyday lives is a whole different challenge.
One point I find really interesting is the concept of joining people not by geography, but by topic. We can see the interest in hashtags with television: a thousand people all watching a tv show in real-time is a really powerful shared experience. As to how that can work with geolocation, I’m yet to understand – but I’m open to being convinced. I think it can work with entertainment, but something venue and/or event based – maybe not. Asking ‘who else is shopping now’ or ‘who else is eating right now’ isn’t something which I can see taking off. However – ‘who else is cooking right now’ could definitely have interesting results due to crowdsourced input.
Facebook has a habit these days of acquiring and merging services into Facebook – we’ve seen their merging of the Marketplace, Questions, and micro-blogging in an attempt to extend their reach from simply social networking. If they’re expanding to Geolocation, they most certainly see a trend.
As a bit of a map-geek, I really look forward to a time when crowdsourcing and geolocation can be combined. If I’m in a city I’ve never been, I’d like to be able to tweet “Where’s the best sushi around here?” and I get a response from locals who can tell exactly me exactly where to go on the block that I’m on.
As I said, we’re on the cusp of a change – I think a lot of what we’re looking at is speculation, and how people actively work with geolocative services on one year, five years and ten years is quite beyond us right now.
Lachlan Hibbert-Wells
20. Aug, 2010
Thanks for the comment, Beans
I think the real thing about event based check-ins, versus the current practice of using Twitter as the primary backchannel to, for example, watching the latest episode of MasterChef or Mad Men, is that these can be temporally separate.
Twitter conversations disappear so quickly that the advantage of these dedicated networks is that they offer a more ongoing connection.
To reuse the example I used above, it’s not who else is watching Inception right now but who else has watched it at all. For shopping etc, it’s not who else is shopping right now but who has recently looked for Justin Beiber-esque outfits, or whatever it is one is shopping for.
As for your comment about the future – “how people actively work with geolocative services on one year, five years and ten years is quite beyond us right now” – well, I couldn’t agree more.
Tom
30. Aug, 2010
@Warlach “it’s not who else is watching Inception right now but who else has watched it at all.”
The IMDB message boards do a decent enough job of that, albeit minus the social graph. Actually, come to think of it, Amazon is squandering a massive opportunity for social engagement.
Part 2: Location Based Data and Your Privacy | Daemon Group Blog
30. Aug, 2010
[...] This is a follow up post to the one I wrote last week on the launch of Facebook Places, events and the future of check-ins. [...]
Warlach’s World » Part 2: Location Based Data and Your Privacy
01. Sep, 2010
[...] This is a follow up post to the one I wrote last week on the launch of Facebook Places, events and the future of check-ins. [...]
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Part 2: Location Based Data and Your Privacy « TWO Social
02. Nov, 2012
[...] This is a follow up post to the one I wrote last week on the launch of Facebook Places, events and the future of check-ins. [...]
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