WORLD VIEW: Where should Foursquare check-in next?
I’m the mayor of 14 places in Amsterdam.
Not long ago that might have sounded pretty sweet to you. It likely doesn’t anymore. Me either.
I love Foursquare, but more for what they’ve done than what they’re doing. The game is running a bit stale several years in, and co-founder Dennis Crowley has not been shy in saying “Foursquare is about personalised search, not gamification”. But gamification got us here. That’s the reason I’m on and love Foursquare. Is personalised search enough to keep it going?
Foursquare was never going to be the biggest thing out there, but its genius is undeniable. When it launched in March 2009, it was into a world where humans were not compelled in the least to share their location. Even my ‘early adopter’ compadres couldn’t understand why they would share their location with the internet. It wasn’t that it was private. Nobody needed to know.
And that’s why Foursquare succeeded where others failed. It didn’t just ask us for our location. It needed our location for the novel and somewhat compelling game to be played. Every single check-in was a play in the game. There was no way to forward your position without sharing. And suddenly, a significant amount of people didn’t have a problem sharing. Foursquare felt like a good deal, and the act of pressing that button to check-in, almost like the handshake. Honest and straightforward. It worked.
But only for so long. They never released the new game features, goals or upgrades which would keep the game engaging, leaving it somewhat stale, and interesting only to the new users. But this wasn’t laziness or the collapse of their idea. Quite the contrary. As it turns out, this was their plan.
The founders of Foursquare felt early on that check-ins would be an amazing recommendation engine – if you had enough of them. So that’s where the game comes in. And as soon as the game put enough data in their hands to begin making reasonable assumptions (March 2011) they released Explore. To date, they have upwards of 30 million users responsible for some 4 billion data points.
Foursquare seems to believe they don’t need to evolve the game because there is a steady stream of new users to their platform for whom the game is still fresh. If they can sustain user growth, they can keep getting check-ins.
But that seems like a dangerous theory to me. It’s been proven that the game works. Will recommendations and Explore be compelling enough to keep veterans of the platform checking in?
The first problem with recommendations is accuracy. It’s a complicated endeavour to try and suggest things to humans. The first Foursquare mashup I ever saw set out to show you the ‘hottest’ places to go in NYC at any given time. It was an early form of using the check-in as a recommendation engine. In the space of a week Explore informed me that the ‘hottest’ place in NYC was the Port Authority Bus Terminal, which is about as close to hell as I’ve ever been. Visited a lot? Sure. Would I describe it to my friends as a ‘hot’ place to go? Not unless you hate yourself and are looking for more hate.
The technology has progressed since then, but it is still difficult to overcome these reasonable inaccuracies. For me, most of the places I check in to are places I would love never to return to. The obligations of life put me there.
So how do they combat that? Some smart tech (to be sure) and some additional effort from you. Check-ins alone are not enough to generate amazing recommendation results. Explore compounds the amount of effort required from users inside the platform. If it’s to work properly, you need to go beyond the check-in. Comments, likes, tips, likes on tips, saving to a list, etc. All of these are necessary. In a world where location tracking is becoming ever more passive (there are plenty of apps and devices that monitor this) it seems counter-intuitive to focus on getting more from your users.
There are other things that keep Explore from being really compelling to me. You’ll hear it framed in the context of being ‘local’ a lot. And though it is local, it’s actually most helpful when you aren’t a ‘local’. The Explore feature surfaces its utility largely when you’re away from home.
I’m fine with the fact that the game only existed to get my data. It was a fair trade. But I came to Foursquare because of a compelling offer, and if they need my check-in, it will take one to keep me. Explore isn’t it for me. So what are some of the options?
Evolve the game. It was great fun in the beginning and we know it works. Develop some additional features or rules that deepen it. If you need me to like and comment to make the recommendations better, put some game mechanics around those features. If it’s compelling enough, I’m happy to help.
Do more with my data. They have billions of points of data, some 1600 points from me alone. I’d love to see them keep innovating with this data. The new Time Machine feature is a tiny step toward that.
Give me contextual map directions. They know the places I know. Use that data to make map directions more efficient. The first 5 to 15 steps are almost always steps you know by heart: how to get out of your apartment, around the corner and into that subway. When I’m looking to get somewhere, I want the simplest, most direct directions, so that I can memorise them and not have to take screenshots or make notes. Foursquare could help.
Contextual weather would work as well. The abstraction of temperatures hasn’t ever sat well in my brain. Foursquare knows where I was yesterday, and at what time, so let’s use that to eliminate the abstraction in temperature reporting. Telling me it’s 23 outside still doesn’t do much for me (and not only because I’m a child of Fahrenheit). Tell me it’s a tiny bit cooler and cloudier than yesterday. I immediately understand what that means. That’s value.
There are a myriad of options, but it seems that Foursquare is focused on Explore for now and is putting the burden of continuing innovation with your location in the hands of the some 40,000 or so developers utilising their API.
It’s a risky move, but I hope it pays off. I love what Foursquare has done for location and for pushing things forward, and I would love nothing more than to feel compelled to keep using it.
Andrew Allen is director of interactive production at Wieden + Kennedy Amsterdam.
This World View piece first appeared in the September issue of B&T magazine.
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.