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RMM Briefing: Foursquare ‘Layers’

By Shona Ghosh on July 7, 2010

What is it?

As indicated in our last briefing, location-based services are where it’s at (albeit more so in the US than the UK). There’s been a lot of focus on the privacy issues inherent in always telling people where you are, but arguably these are being slowly swept under the carpet as more exciting possibilities are enabled by location-based services. Like Huffington Post and the Independent Film Channel ‘layering’ reality for users.

foursquare-layers

We should clarify that ‘layers’ isn’t actually a new platform in itself. But we think this is one of the more useful potential usages of Foursquare. In summary, the two brands have partnered with Foursquare so that users opting in can check into locations and receive tips around their location specifically from the Huffington Post or from fellow IFC fans. It’s not far off augmented reality; imagine wandering your local area and seeing it through the veil of breaking news.

Who’s going to use this?

We’ve defined an audience and some examples of how they might use Foursquare’s layers using Forrester’s social technographics.

Creator

  • Will add and describe quirky spots on Foursquare for others for branded channels which crowdsource their tips (like the IFC are doing).

Conversationalist

  • Will use branded layers to locate and meet with like-minded individuals via Twitter
  • Will attempt to become associated with particularly off-beat or appealing spots which appear on branded layers

Critic

  • Will compare how locations are tipped differently by different branded layers
  • Will post short tips or location reviews
  • Will use branded layers to remain informed about specialist subjects or products.

Joiner

  • Will join branded layers
  • Will identify and follow like-minded brand layer users.

Industry thought: layers and film hype

This isn’t a definitive guide to how a film studio might use layers, but we’ll leave you with this to start off with…

  • Partner with Foursquare (trickier than it looks) around the release of any blockbuster and allow fans to follow the path of film characters around real life locations, where relevant.
  • Set challenges: users adopt characters and follow their film trails in real life. First to complete the location trail wins prizes.


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Shona Ghosh

Shona is a member of RMM’s social media insights team, conducting research and data analysis to identify social media audiences, topics and trends for clients. She has been the main copywriter for clients including InterCasino and Mozilla, and is also responsible for producing RMM’s ‘technology briefings’ on the latest social technologies and trends.

Shona is currently conducting research into two sectors and their relationship with social media. The first is healthcare, and how brands should engage with online communities to provide medical information. Her second sector is hospitality, researching how restaurants and customers can benefit from location-based services.

Before joining RMM, Shona read English at Warwick University and graduated with an MA in Journalism from City University where she developed her interest in technology and media. She has worked for a number of media outlets, from helping run the student radio station to writing features and building maps for the Guardian.

When offline, Shona may be found behind a copy of New Scientist.

One response to “RMM Briefing: Foursquare ‘Layers’”

  1. Tweets that mention RMM Briefing: Foursquare ‘Layers’ -- Topsy.com
    Tweets that mention RMM Briefing: Foursquare ‘Layers’ -- Topsy.com
    July 8, 2010 at 09:12 |

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