Maybe it’s leftover from my days as teacher’s pet or my short stint as a Girl Scout, or perhaps it’s just a human need for positive reinforcement, but social media badges thrill me. I checked into a coffee shop on Foursquare on my way to work this morning and my phone dinged to tell me something new and exciting happened. A well designed, merit badge-type icon appeared, “Look at you, Juan Valdez! That’s an impressive 30 cups of coffee. Now that you’ve had your caffeine fix, get out there and conquer the day – one twitchy step at a time.” With witty text and the satisfaction of having earned something, I felt rewarded for getting my morning coffee. Foursquare, a social media check-in app and website, has gained popularity by “game-ifying” everyday activities. Foursquare also has started to partner with brands like Starbucks so that when a customer checks in they are rewarded with a badge and occasionally other perks like free items or discounts for their loyalty. While offering coupons or discounts to repeat customers may seem predictable, badges are changing how people connect with brands and products while attracting consumer attention and engagement in a saturated advertising environment.
Do you remember when you were given stickers or prizes for reading in grade school? Well, Google News has taken its cue from this old teacher trick and made reading news interactive and even competitive. Google users can earn badges (Bronze, Silver, Gold and Ultimate) based on how many articles they read on a specific topic and then display them on their Google+ profile. The badges add a competitive edge to an otherwise typical daily activity and encourage readers to puff out their intellectual chests and declare, “Look how well-read I am! See – I have an award to prove it!” Readers vying for virtual bragging rights may then visit Google News more frequently and continue to share what they read on the site.
Speaking of school, education is also getting a bit of a facelift from social media badges. A young start-up called Skillshare empowers people to teach classes on topics on which they are knowledgeable and take classes from others. Classes range from fun (“How to Make Scones”) to more serious (“Learn Microsoft Excel”). Recently, Skillshare revamped its site to include badges that highlight users’ expertise and learning interests. All users' profiles are adorned with the badges and then enhanced with the details of their class attendance or hours taught. By browsing profiles you can easily see who may be a cooking master or a novice from the number of hours they have from teaching or attending culinary classes. Or you can sniff out who is just a Skillshare lurker, with no hours in classes in any capacity.
As an unabashed narcissist, social media badges indulge my desire for reward and praise while also letting me flaunt my achievements and brag about them with status updates and new tweets. Businesses should take a page from these social media badge forerunners because badges give you the best of the social media world - starting conversations and connecting with otherwise elusive groups while driving the conversation back to you.
What else could social media badges do for us? How do you think social media could take advantage of competition and vanity for innovation?
- Kristi Murphy
In 2009, Twitter became the talk of the town. The next year, daily deal sites like Groupon and Living Social kept the social media community on its toes. As 2011 approached, Geosocial applications like Foursquare and Gowalla looked as though they would become the newest communications craze. Even Facebook prepared for such a possibility by adding a Places feature to its networking options.
But as the third quarter winds down, the year no longer seems ripe for a check-in revolution. A survey by the Pew Internet & American Life Project reveals that while 28 percent of cell phone owners use location-based services for directions and recommendations, but only 5 percent are checking in. When looking specifically at smartphone owners, the former figure jumps to 55 percent while the latter only increases to 12.
If Facebook were an oracle hinting at Foursquare and Gowalla’s potential growth, perhaps it is also a harbinger of their decline. Just two weeks ago the social networking giant dispatched Places in favor of more versatile (and less stalker-like) location functions.
The failure of geosocial services to find traction could be attributed to a myriad of reasons, not the least of which is privacy. While some critics might site safety concerns, others simply do not want to broadcast their location across the various networks. Although check-in applications didn’t become this year’s social media darling, such services could always make a late-game resurgence. After all, it took Facebook six years to turn a positive cash-flow.
— Nicole Duncan
I am a self-professed former foursquare skeptic. Check in to places so people can better stalk me? No thanks.
Times, however, have changed.
A quick look at my foursquare profile reveals I have over 100 check-ins, 18 badges and a mayorship. Not the most avid user, but I open the foursquare app to check-in pretty much on a daily basis.
I changed my stance on foursquare for the following reasons: specials, a reminder of cool places I’ve gone, and badges.
Check in somewhere on foursquare and receive free things? Sold.
It’s a great marketing platform. I check-in and spread word about an establishment to my social network and in return I get a free mini cupcake or 20% off my bill. The MLB Fan Cave in New York is actually running a promotion with Showtime’s documentary about the San Francisco Giants (called “The Franchise”) where people who check-in get a free baseball. No gimmicks. Check mine out:
Foursquare has also recently partnered with Groupon and now shows Groupon’s daily deals via the foursquare app. You can read more about this collaboration here.
Places I’ve gone:
I don’t keep a journal. I should, but I just can’t seem to consistently write about my days and events. In fact, my memory isn’t always the greatest and I often forget some of the great places I have been to. Foursquare is not my journal, but it is nice to be able to see where I have checked-in in the past. A glance at my profile lists places like Coney Island and the NHL store in New York.
The badges on foursquare don’t give any sort of physical reward. They are simply colorful icons that go on the foursquare profile. Yet, I find myself drawn to earning badges such as Fresh Brew, awarded upon checking into 30 coffee shops. It’s petty, sure, but it’s fun and keeps some foursquare users coming back.
-- Niko DeMordaunt
This week, Klout announced that the location based application Foursquare would now factor into their scores. Klout, the “Standard for Influence”, measures a user’s online influence based on connections and activity across Facebook, LinkedIn, and Twitter.
Foursquare is a growing social network, and they recently made a deal with American Express to reward card holders when they check-in. Corporate partnerships aren’t the only measure of progress for Foursquare, however, as they just reached 10 million users, raised an additional $50 million, and implemented a new daily deals feature into their application.
It seems natural for Klout to include this network as a measurement of influence. The only problem: they have not figured out how. Accurately measuring the ripple effect of the check-in system and other features of the application are not easy to implement into the algorithm. Still, the company believes they will have a tested and perfected algorithm within the next few weeks. Klout has made it very clear that the inclusion of this network into scores is completely voluntary. Only when a user has added their Foursquare account to their Klout profile will any information be collected.
Foursquare integration is most likely the first of many networks to be included in the Klout algorithm. With the growth of social networks on the web, Klout should stay busy integrating the next big thing into their system.