Gamification, Sustainability and Feeding a Local Community

Designers Chacha Sikes and programmer Anselm Hook created an exciting online application during the Creative Currency hackathon in San Francisco recently. Called Lemonopoly, the concept is that people can locate lemon trees in their community on a map.

The idea is to involve the community is various ways. It may be to help people look after the trees, to be able to share the fruit with other people in the community or perhaps the opportunity for people to sell their lemons. This could work nicely here with organic fruit in conjunction with Giapo, who would of course pay for them in Giapo dollars that people can redeem for their wonderful ice creams and gelato.

A story in Springwise says “Users score points for their team when they add a tree to the map, add a tree that produces edible fruit, share lemons from a tree they own, offer to teach others how to aid lemon distribution and team up with a grocery willing to sell local fruit. ”

People can also win points by offering services such as picking and pruning, making marmalade etc.

This is a great way for people to be motivated to get more involved in their local community and the gamification aspects make it attractive, tying people in to the concept. We would love to support local initiatives in developing concepts like this using GeoSmart web map and development tools across New Zealand and Australia. We offer free Developer Agreements and flexible commercial models for developers. Something like this would make a brilliant mobile application supporting local communities.

 

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Can You Trust Crowd Sourced Recommendations?

We often hear businesses express concern about people rating products, services and premises on location based applications or web sites. There have been allegations from time to time that comments or ratings may be made by competitors or disgruntled customers, where perhaps the customer’s expectations were unreasonable.

Any of these may happen, but there is more to this situation, in fact several.

1. People are probably talking about your brand online now. The worst thing would be to not be aware of the conversation and not have the opportunity to engage one way or another. It could be to thank people for their positive feedback. It could be to address a concern they have. It is also an opportunity to share those with staff and colleagues. Often positive messages don’t get to those who need it.

2. People trust people they feel are like themselves. Generally they distrust advertising. Why? Because often advertising over-promises. I don’t need to give you examples. Next time you watch TV, study the first five adverts you see and decide whether the information is accurate. if you want underarm deoderant, would you be more likely to trust a TVC, or a friend? If you want to buy insurance or go on a holiday, same question.

3. What can you do about crowd sourced applications and the comments people leave on them? One thing you can do is develop one yourself, or with a group of businesses you are associated with. Another is to join in the conversation and have your voice heard. Another is to offer the sort of service you would like to enjoy if you were the customer, get buy in from your team and encourage your clients to share feedback.

Why

Here is an example from an applications developer called Springwise. Their mobile application has a bar code reader and the ability to scan a bar code, see what other people have said about it and why they think it is a good or not so good product. It also allows people to rate the comments or the person who left the comment. One thing I really like is that they have elements in it where you can click on an icon to explain why you gave the rating or comment, for example the product may or may not be sustainable. This one doesn’t currently have a location based element in it, but there’s an opportunity perhaps for a local developer to do something similar and get us to help.

Another application is being tested in Spain at present designed to allow people to share what appears to be a common problem there, which is where the drink you order may be substituted with cheaper quality or priced ingredients.

The bottom line is that people are talking about your brand or product. Why not get involved with our development partners and encourage the features in applications that you would like to see. Talk to your loyalty card program partners or your business association, or perhaps your mainstreet asssociation. It’s easier than you think. Talk to us:)

Adding Game Mechanics and Location To Loyalty Cards

Following on from my last blog Adding Location to Loyalty Cards, an area that I feel is really important is game mechanics. One of the problems with loyalty cards is that they are inherently boring and there are lots of them. We live in a world of constant distraction and we want instant gratification. However that gratification doesn’t have to be a free air ticket or turbo food processor with Ginzu knives. It can be as simple as points or recognition and applications today need to evolve as the public become more tech savvy on their mobiles.

What is game mechanics and how is it relevant? Playing games is part of who we human animals are. Games are a natural part of entertainment and education, whether it is a child doing its first jigsaw puzzle, or the All Blacks heading into a rugby match at that international world competition for a cup. Yes, ultimately no matter how passionate we are about success, Graham Henry and the NZRFU themselves said “It’s just a game.”

Games are immensely popular and computer and mobile  offers massive revenue potential. Gartner predicts that the global video game industry on its own will generate revenues of over US$112 billion by 2015. That doesn’t even take into consideration mobile. Application developers have been all over Facebook, now on Google+ and on devices such as iPhone, iPad and Android and now developers of smart location based games and marketing applications are heading the same way.

Developers are looking to use our interest and passion for playing games to influence the behaviour of consumers and it is working. One obvious area is in the retail, travel, tourism, attraction, hospitality and entertainment industries. Of course as I have outlined in many recent blogs, loyalty is a key aspect that all of these industries are looking for, or in other words, profitable repeat business.

So what aspects should a loyalty application include. A major one is achievements. I’ve talked about reward and that rewards don’t have to be tangible items. A reward can be points such as the points used by Foursquare when you check into a location. They also have badges and mayorships which are either the reward itself or their may be special deals or offers made to those people who come in regularly. The new Tap City game allows you to earn virtual dollars for checking in. One of the great things about group loyalty operations is the ability to cross market, for example using a passport concept where the more locations you check in to, the more rewards you get.

The appointment dynamic is extremely powerful. This is where you want people to do something at either a predetermined time or an ad hoc time. For example a restaurant that is always quiet between 3PM and 5PM on a particular day of the week might offer incentives within the application to get more business at that time of day. The concept I like the most, is pushing deals when you have inventory you want to use in a hurry. An example might be the special of the day in a restaurant where you haven’t sold as much as you catered for. The classic story I often use of a jet boat that is going out in 20 minutes with 5 empty seats. This is a perfect opportunity to push a deal to people who are close by and have opted in to be offered deals. The cost differential between having 4 or 9 passengers is negligible but the fun and entertainment factor of 9 people screaming as the boat does a 360 degree spin is significantly greater for all, including the 4 who paid full price. There is also a potential dynamic of more people seeing them having fun and therefore wanting to have a go themselves. The same could apply to any attraction, like the luges in Auckland and Queenstown.

Queenstown Luge

I can come up with a hundred concepts for different types of locations for cafe’s, restaurants, attractions, theatres, travel, accommodation, entertainment, retail, sport, tourism and so can you.

I will continue this blog next week with more thoughts on game mechanics or gamification that you might like to consider in your location based application. Remember, GeoSmart has all the data and tools you ned to make these ideas possible and whilst we don’t develop these sorts of applications ourselves, we have many partners who are keen to assist you if you want to take advantage of the opportunities now possible because of the large number of people using location aware mobiles. The question is how much extra business would you like?

Maybe you would like to join the discussion and leave a comment of your own to add to the mix?

Using Location in Loyalty Cards

Loyalty cards haven’t fundamentally changed the way they do business for many years. There are the fans and the people who actively look for deals, but most of the people we have spoken to recently have said that the time they realise there is an opportunity is when they are at the checkout and the cashier asks if they have their Fly Buys or whatever card. This obviously is not generating increased sales or revenue.

There are huge opportunities for loyalty cards to exploit location with the large number of people now using Smartphones fitted with GPS. Effectively a Smartphone application can therefore identify when a card holder is near a store or participating retailer and can potentially be offered a deal using push technology. We are hugely spoiled for choice these days as retailers flock near each other to try to win your business. For example, if you go to AA Maps and do a search for ‘Hardware Albany’ you will come up with 48 results! That’s a huge range of options in one area within around a 5km radius.

Albany Homes Owner Occupied 70% or Over

A large number of these retailers spend a lot of money on advertising in newspapers, magazines, letter box drops, eDm’s and much more. Many of them are involved in loyalty card programs which provide additional opportunities for targeted marketing. These are all very expensive media and the approach uses often sophisticated targetting using demographics tools, such as GeoSmart’s BIonaMap discussed in a number of our blogs such as this one using demographics for a lawn mowing franchise. By understanding what your target market is, you can identify the best place to locate your store and which areas are best for letter box marketing. Of course success requires that your target market is open to buy and looking for your product.

If a consumer is looking for a lawn mower and your mailer arrives in their letter box, there is the potential that they will visit your store, but how often do they buy lawn mowers and how often do they read your mail drop? The example illustrated here shows homes where the owner occupancy is 70% or greater, a perfect target for DIY sales using BIonaMAP from GeoSmart.

In coming blogs I will post examples of how a loyalty card smartphone application using GPS location could integrate with retail Point of Sale systems, inventory management and really understand what a customer is looking for, sending meaningful offers to consumers when they are looking for product and are in proximity. If you make things easy for customers and have a meaningful relationship with you, they will buy your products over your competitors products, but to effectively do that, you (your technology systems) really do need to understand who your customers are and what their needs and interests are. They want to give you their money and it isn’t necessarily about special pricing.

Where should you start? Probably by asking what your loyalty card company is doing about proximity based marketing and check ins (which we have discussed frequently on this blog). GeoSmart is keen to support local loyalty card companies and application developers and we are convinced that there are huge opportunities to really bring in serious retail profits and the opportunity to develop genuine loyalty relationships. Who wants an unfair advantage? If that’s you, why not contact us?

Feel free to ask questions here or to leave a comment. Bookmark this page for upcoming blogs on how a loyalty card company can use this technology to help their partners win more business.

Social Networking and LBS

So what does social networking have to do with LBS. Right now, perhaps not a great deal, but very soon, it could have a great deal to do with mobile. Social networking is a massive growth segment of the Internet. There are some interesting things happening in this area. One is that Social Networking, which began largely as an online way of connecting to people in more meaningful ways, not only people you know, but also people with whom you have business or personal interests in common.

There has been an interesting evolution in Social Networking recently. The first is that it has gone mobile in a big way. I have been talking with Telcos from UK, Europe, the USA and New Zealand over the last couple of months about LBS and Social Networking. All of them have confirmed that close to and in many cases more than 50% of all mobile data traffic today is taken up by social networking. They didn’t plan for this, they didn’t market or advertise it, they didn’t expect it. Consumers just made it happen and in many cases, developers created mobile phone applications that can be installed as a simple download allowing people to use elements of applications such as Twitter, Facebook, Hyves and many others on their phone including the ability to upload photos and post them on your social networking site, as well as connecting to the phone to ring them, from within the mobile.

In one of my personal blogs, I have written about Social Networking including the first in a series on the use of Twitter for Business. One of the changes that is happening is that the social networks which were largely around connecting to people via the internet, but now there are all sorts of real face to face connections being made. Groups are using social networking to meet their ‘friends’ in the real world. For example, we are members of the Wireless & Broadband Forum. The forum has recently started to use Facebook to invite people to attend their events such as Wireless Wednesday, which was where we held the Prize Giving for the 2009 Location Innovation Awards. I also belong to a number of other business groups which use Social Networking to organise get togethers or ‘meetups’.

Given the interesting change that social networking is evolving from an environment where people find each other and commuicate on the Internet, to actually meeting each other in the real world, LBS offers a great opportunity to enhance that by facilitating finding each other, getting driving directions from where you are to the meeting place. GeoSmart of course has many tools to facilitate this in the mobile environment, such as identifying where you are and providing Driving Directions to the meet location. Geocoding and Reverse Geocoding can identify where you are now and the location of your destination. The Point of Interest Web Service V2 can identify a street address, but also contains a huge database of POI including cafes, restaurants, accomodation and lots of other business data as well as petrol stations, ATM’s, Public Toilets and even boat ramps if you are going to meet on the water.

A lot of mobiles now have GPS built in and for those that don’t, the ability to identify the nearest cell site(s) is another way to get at least an estimate of the location of the user.

Of course another very important component is maps. You can find out more about why our maps are the best in New Zealand for LBS here.

If you are using social networking on your mobile, Location is one of the most relevent components and you will find more information about this in coming blogs, so why not subscribe with your favourite RSS reader, so that you don’t miss anything.