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Apps, QR Codes, Foursquare & Crowdsourcing: Understanding
the New Digital Landscape
2011 TFEA Conference & Trade ShowAnchors Aweigh!
July 8, 2011
Social Media User StatisticsFacebook Twitter Foursquare
# of Total Users 500 million 106 million 7 million
# of New Users Daily
300,000 22,000 (3400% growth in 2010)
# of Mobile Users 200 million (2x as active)
38 million
Daily Use 50% use daily 28 million ~ 14,000-18,000
Geography 70% from outside the U.S.
60% from outside the U.S.
40% from outside the U.S.
Connections Average user has 130 friends & likes 80 pages
26 million users follow a brand (67% will buy)
Sources: http://www.facebook.com/press/info.php?statistics;http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;http://blog.hubspot.com; http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
What? No Smartphone?
Smartphone User Statistics• 31% of US mobile phone users have a
smartphone• By 2015, 43% will use smartphones• 69% of smartphone owners have downloaded
an app• Smartphone users between 35-44 were most
likely to download an app; followed by the 18-24 age range
Source: eMarketer; http://www.mequoda.com
Apps
Photo: JimYounkin
Churchill Downs
Churchill Downs
Glastonbury Music Festival
Glastonbury Music Festival
Glastonbury Music Festival
SXSW Music Festival
QR Codes
Why Use QR Codes?
• Consumers don’t have to type or text• Engage consumers on the go, on THEIR terms• Drive them to mobile commerce sites, and
digital experiences• Provide quick access to useful (RELEVANT)
information• Costs nothing to produce a QR Code
Source: Tim Hayden (http://www.44doors.com)
DO
• Educate your audience on “why” and “how”• Develop a custom micro-site that truly captures
your audience “in the moment” to take your desired action
• Provide an AWESOME experience: immediate conversion is key– Incorporate audio and video that can’t be duplicated
on paper– Ask for email or a Facebook “like” in exchange for a
coupon or exclusive information
Source: Tim Hayden (http://www.44doors.com)
DO NOT
• Drive the audience to your standard website homepage
• Translate web pages 1:1 from desktop to mobile: brevity rules the moment
• Repeat information that is printed or published on the same real estate as a QR Code
• Extend the moment for longer than 90 seconds
Source: Tim Hayden (http://www.44doors.com)
QR Code Awesomeness
QR Codes give consumers a reason to interact with offline objects, and make those objects dynamic and interactive.
Source: Tim Hayden (http://www.44doors.com)
QR Code Tours
Rochester Jazz Festival
Source: @jasonpinto
Rochester Jazz Festival
Source: @jasonpinto
Geneva Midsommar Festival Swedish Days
Jura Whisky Juracache• Placed 5 QR codes around the
island• Scan each code and retrieve the
secret word
•Collect all 5 words and go to the Jura Store•Rearrange the words into the correct phrase and win a prize•QR code locations were posted on Facebook and Twitter
Source: Jura Whisky
QR, Me Hearties!
• QR Code Treasure Hunt– Choose your treasure– Choose your challenges– Create/scan the codes
Source: Kirsty Pitkin; eventamplifier
Photo: Vanessa Pike-Russell
Foursquare/Gowalla
TAMU Foursquare Scavenger Hunt
TAMU Foursquare Scavenger Hunt
East Atlanta Beer Fest
• Check in at various festival venues
• 3 brewers brought 3 special beefs that were only available to attendees who had checked in on Foursquare
• Once 100 people checked in, they could win a free EABF koozie at the merchandise tent
East Atlanta Beer Fest
Gowalla Contests
Gowalla Contests
SCVNGR
What Is SCVNGR?• SCVNGR is a location-based
game/app about doing challenges at places or locations
• A 21st Century scavenger hunt• For events, players can earn
points to unlock rewards geared toward creating a better festival experience– Great for sponsors!
Sasquatch Music Festival• Sponsor, Esurance, wanted to communicate
their “green” initiatives• Built challenges on SCVNGR at the festival to
enhance the attendee’s experiences while educating them on greening the Gorge
Sasquatch Music Festival• Challenges:– Cool to be Green: Find an Esurance recycling
poster and pose for a photo next to it while holding something recyclable
– Keep Hydrated: Snap a pic at a free water bottle refilling station
• Prizes– Sasquatch Survival Kit– VIP upgrades for the weekend– 4-pack of tickets to a 2011 show at the Gorge– $100 Gorge Bucks
Mobile/SMS Text
Why SMS Text?
• There are 150 million feature phones in the U.S.
• It’s the dominant form of mobile-to-mobile communication
• Send on-site reminders/updates to festival attendees
• Send coupons for discounted tickets• Make print and radio ads interactive by asking
audience to text a keyword to receive future announcements
Sources: Tim Hayden (http://www.44doors.com); Club Texting
Legends in Concert
• Objectives– Measure the effectiveness of
billboard advertising– Build and SMS subscriber
database• Strategy– Use unique keywords on each
billboard to measure location effectiveness
– Place a coupon code in outgoing text messages to measure conversion
Sources: Mobile Marketer
Legends in Concert
• Call to action– One unique keyword per billboard
• Results– Built subscriber database of over 1,600 members– Average conversion rate of 16 percent (1,200% ROI)– Measured which billboard produced the most
subscribers and highest conversion
Sources: Mobile Marketer
West Beach Music Festival• Objectives– Drive awareness about the festival with a mobile
sweepstakes– Drive festival ticket sales with a promo code– Build a double opt-in database
• Tactics– 1st offer: Congrats! Visit website & enter promo code
for ticket savings– Double opt-in: Reply yes to be entered in a weekly
drawing for tickets
Sources: Mobile Marketer
West Beach Music Festival• Results– More than 700 people texted in; 70% double opted-in
Sources: Mobile Marketer
Crowdsourcing
Crowdsourcing – Twitter Chats
Crowdsourcing – Facebook Groups
Crowdsourcing – Savannah Craft Brew Fest
Questions?
Old School:• Phone – 512.473.3513• E-mail – sarah.page@lcra.org
New School:• Twitter - @ColoradoRiverTr (work), @pagetx (personal)• Facebook – facebook.com/ColoradoRiverTrail• Flickr – flickr.com/groups/ColoradoRiverTrail • Foursquare – foursquare.com/pagetx• Gowalla – gowalla.com/users/pagetx (personal), gowalla.com/users/ColoradoRiverTrail (work)• Delicious – delicious.com/pagetx• Slideshare – slideshare.net/pagetx
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