A New Approach to Advertising in Social Networks - Business-Centric

Check-insDmitry Namiot Lomonosov Moscow State UniversityManfred Sneps-Sneppe Ventspils University College

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Agenda:

•“Check-ins” model

•“Traditional” approach (Foursquare et. al).

•QRpon model

•QRpon vs. geo check-ins

•QRpon for consumers

•QRpon for business

•Conclusion

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Check-ins:

• It is a presence status, associated with some particular location.

• Each check-in awards the user points and sometimes "badges“

• “Check-in” – is one of the popular models for the modern internet services (especially – for geo services)

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Traditional approach

• One check-in per location or predefined object (event)• Why do not allow business define this posting? • Why do not allow business define rules for benefits? • And why do we need some intermediate service for handling?

Anyway communication service cross posts data to Facebook• it is a posting from service (e.g. Foursquare) about the business

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QRpon

• QRpon offers a specialized CMS (content management system) that lets any business create a special mobile web site.

• This web site lets users automatically, just after confirming the identity, post business-defined information on the Facebook’s wall.

• In the exchange for this posting (action) mobile web site will show a confirmation for the benefits.

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QRpon vs. geo check-ins

• All steps (offer, check-in record and graphics, confirmation) are configurable

• Confirmation page (badge) could be defined programmatically. Rule based system where output depends on social graph data, time of the day, probability etc.

• Created page presented to visitors via QR-code• It is a physical check-in

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QRpon for business:

• Define your offer• Define your own rules for creating

badges • Define your own text for check-in

record (viral effect)• Not tied to locations only• No fake check-ins • Get stats via social graph• No programming, portable across

mobile devices

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Privacy and security

• Facebook connect – no passwords sharing• Sessions support prevents fake check-ins• Facebook application – should be confirmed by the user

before the first deployment• All sensitive stuff – from Facebook supported pages only• Does not save and does not share personal data

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QRpon vs. Foursquare et al.

• Location-less check-ins (check-in in products, events etc.)• Fully configurable• Rules based on social graph from Facebook – bigger user base• Physical check-ins

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Conclusion

• new model to advertising in the social networks - customized check-ins.

• lets businesses provide own forms for posts in social networks exchangeable for some benefits (discounts, gifts, coupons etc.)

• Does not require downloadable mobile applications and based completely on the mobile web (HTML5).

• a natural extension for Facebook’s check-ins.

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The EndDmitry Namiot

Manfred Sneps-Sneppe

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