The next big digital thing

09 June 2010

As soon as one new phenomenon arrives, another emerges. Facebook and Twitter may be the social darlings of today, but as today is a very long time in this current world of rapid change and unpredictability, whose turn is it next?

Understanding and keeping pace with an ever-changing digital landscape is no easy task for businesses and brands.

How do businesses keep up, how do they decide what is relevant, and most importantly, how can they use these tools to create value and generate commercial outcomes?

The new wave that business should be getting excited about is the combination of social, mobile and location-based services. Two platforms that have emerged in this area - both are gaining plenty of media attention – are Google Buzz and Foursquare.

Foursquare is a mobile-based location-aware social networking game where users collect badges and score points by “checking-in” to venues and places. They can then share comments and tips on products or services with others. The user who visits a certain place the most is also given the social cred of a “mayorship” and becomes the “mayor” of that place.

Buzz is a social networking and messaging tool from Google. Users can share links, photos, videos, status messages and comments that are organised in "conversations". It enables users to choose to share publicly with the world or privately to a group of friends each time they post. Using Google Buzz via mobile adds in the location-based aspect: users can see what’s being said around them.

As these types of platforms are being used as part utility and part entertainment, combined with the fact that users are prepared to tell everyone and anyone what they are up to and where they are going, this creates an enormous opportunity for business and brands.

The business aspect of Foursquare is clear: businesses can tie offers and messaging to their venues so that when Foursquare users are nearby or check-in to the venue, they see the offer or messaging. When I checked-in to SY Squared, a restaurant in South Yarra, Foursquare let me know that nearby cafe Outpost is currently offering a free coffee to their most loyal Foursquare user. For businesses that have an on-the-street presence, it's worth setting up a free business account on Foursquare, which comes with analytics and intel about customer behaviour and patterns.

For any kind of business, it's worth having a presence on Twitter and Google Buzz. Like Facebook, their targeted location-based services are new, but for now, they are good broadcast streams, allowing you to promote your company and engage with current and potential customers.

It’s not about one or the other – Twitter, Google Buzz or Foursquare – it’s about working out what role these tools can play for your business.

At the moment, Foursquare has 1million+ users (15,000 new signups per day), Twitter has 100 million users and Google Buzz has been released to 176+ million Gmail accounts. Typically, faced with those sorts of numbers, you'd make a decision: let's invest in the platform with the biggest numbers. But when it costs barely anything to be a part of this game, it pays to give different approaches a try and to then see what's performing well and where you should be investing.

These platforms are not a fad and need to be taken seriously – join the conversation and take this great opportunity to stay in touch with your “connected customer”, wherever they are.


 Karson Stimson founded WeAreDigital in August 2009 after acquiring back the digital business he co-founded in 1998 – Spin New Media – from Bluefreeway.

Karson is one of Australia's key industry players with 16 years’ experience in using digital to connect business and brands with their customers. His expertise lays in internet retailing, multi channel strategy, customer engagement, digital marketing and social media.

He has been responsible for numerous award-winning projects, in the aid of shaping digital strategies for major clients such as Carlton United Breweries, Coca-Cola, Nike, Xbox, the Walt Disney Company, eBay, Microsoft, Pulse Pharmacy, Streets, Telstra Media, BigPond, AFL, Mimco, Leejeans and Foot Locker.

Karson is a member of the National Board of AIMIA , recently served as Vice President and was the Australian representative for the World Summit Awards in 08 and 09.

Written by: Karson Stimson, We Are Digital


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