Sunnyside Up: Geoloqi, Forecast, New Facebook KPIs

1. Sunnyside Up

2. More Target KPIs on Facebook
• What’s the background? Previously, Facebook only let
advertisers optimize Facebook ads by number of clicks (show
more impressions to yield more clicks). But advertisers don’t
want clicks, they want engagement.
• What’s the news? Facebook is lettering advertisers optimize ads
based toward any post-click “downstream” activity goal: “sharing
a brand’s content to the news feed, buying virtual goods in their
apps, or redeeming one of the new Facebook Offers at a local
brick-and-mortar store.” (TechCrunch)
• Facebook has enough data points to begin seeing what kind of
messages to which users at what frequency can drive certain
goals, and it’s finally using this knowledge to help advertisers
make better decisions.
• Why does it matter? Media buyers will feel better equipped to
run campaigns on Facebook knowing that the media dollars will
go toward driving specific goals whether they are earned media
goals (more shares) or direct response/e-comm goals (more
redemptions).
• Consideration: This new feature is only available (for now) via the
Facebook Ads API, meaning that a third party Facebook buying
software must be used to take advantage of the targeting (like
Marin www.marinsoftware.com)
Source/Read More: http://techcrunch.com/2012/04/18/facebook-
ads-downstream-conversions/

3. More Target KPIs on Facebook
• Targets/Goals: People talking about this, Page likes Page, post
likes Pagepost comments, Page post shares, @ mentions, check-
ins, photo tags, offers shared, offers claimed, App installs, App
used, Credit spend events (number of times someone uses
credits in the app), Credit spend amount (value of credits that
were spent in the app), Number of RSVPs
• Strategies: Target “whales” (or big spenders) on Facebook apps/
games by optimizing people who purchase FB credits in larger
quantities/often, target coupon-users/deal-users (offers claimed),
target people who are likely to share your content (page post
shares)
Source/Read More: http://techcrunch.com/2012/04/18/facebook-
ads-downstream-conversions/

4. what’s after the check-in?
• From RWW’s Jon Mitchell “The Foursquare-style check-in has
been pronounced dead before, but here are the results of the
autopsy: Delivery.com has enabled its users to virtually check in
to restaurants from which they're ordering. Customers don't have
to go to the restaurant at all. Foursquare is fine with this. In
other words, the location check-in has lost all meaning.”
• “A Forrester report in December found that only 4% of U.S.
adults used location apps, and 70% don't even know what
they are. Though Foursquare has been on the market for
nearly four years, the idea of intentionally blasting one's
present location to the world is a foreign concept to most
people.”
• Check-ins aren’t relevant enough because of a “design flaw,”
argues Mitchell. Checking-in takes time, it distracts from real time
experience, and it produces “noise” about an individual’s every
move (too much information without concern for relevance).
• Source/Read More: http://www.readwriteweb.com/archives/
pronouncing_the_death_of_the_check-in.php

5. after the check-in: GELOQI
• Geoloqi, a Portland based start-up, is founded on the principle of
the “invisible button.” It’s not a Foursquare competitor—that is, it
alone doesn’t let you check-in—but it’s potentially a technology
(a SDK, software developer kit) that could improve Foursquare.
• Foursquare jots down your location when you check-in, the next
generation location social networks (Glancee, Highlight) are
constantly logging your location and searching for potential
connections. Geoloqui uses a network of “geo fences” or virtual
zones that control when your phone’s GPS-draining features are
in use or not.
• Geoloqi isn’t currently powerful as a stand-alone service, but it’s
meant to be added onto an existing App.
• Amber Case, the founder/CEO, explains a potential scenario:
“Imagine traveling to Los Angeles, and when you land, your
smartphone instantly alerts you with information about the
address that you’re heading to. More than that: Geoloqi has
cross-referenced your arrival time with the bus schedule, and
it alerts you about the departure time of the next bus that will
get you to your destination. Now once you’re on the bus, the
phone alerts you when you’re approaching your stop, allowing
you to doze off during the drive in.” Source: http://
techland.time.com/2012/03/12/south-by-southwest-amber-
case-geo-fencing-geoloqi/#ixzz1sV5Sj4Ap

6. after the check-in: forecast
• What’s the problem? From the Forecast FAQ “Check-in apps are
built partly on the myth of the serendipitous connection, the idea
that when someone checks-in a nearby friend will decide to join
them. But in practice this is an extremely rare occurrence.”
• What does it do? Forecasts respond to this problem by allowing
users to lay out all of their plans for a day, and then checking
them in automatically when they reach those locations.
• How can it be improve? While Forecast makes checking in a
less tedious activity, it really moves the tedium to the earlier part
of the day (i.e., lining up all of your events).
• What does it miss? What’s the value of adding an event to your
calendar? You’re reminded of the event. What’s the value of
checking-in? Maybe a friend will join you. Maybe.
• What if Forecast could synch with your work and social
calendars? That way, a user only needs to add an event to his
calendar—which most of us do without complaint—and the
app could automatically check us in.
• Does Forecast solve all of the issues with checkin-in? No, but
it is potentially a powerful feature for a calendar program like
Google Calendar or Microsoft Outlook.
Read More: http://techcrunch.com/2012/04/18/forecast-takes-the-
hassle-out-of-check-ins/

7. after the check-in: forecast
• What’s the problem? From the Forecast FAQ “Check-in apps are
built partly on the myth of the serendipitous connection, the idea
that when someone checks-in a nearby friend will decide to join
them. But in practice this is an extremely rare occurrence.”
• What does it do? Forecasts respond to this problem by allowing
users to lay out all of their plans for a day, and then checking
them in automatically when they reach those locations.
• How can it be improve? While Forecast makes checking in a
less tedious activity, it really moves the tedium to the earlier part
of the day (i.e., lining up all of your events).
• What does it miss? What’s the value of adding an event to your
calendar? You’re reminded of the event. What’s the value of
checking-in? Maybe a friend will join you. Maybe.
• What if Forecast could synch with your work and social
calendars? That way, a user only needs to add an event to his
calendar—which most of us do without complaint—and the
app could automatically check us in.
• Does Forecast solve all of the issues with checkin-in? No, but
it is potentially a powerful feature for a calendar program like
Google Calendar or Microsoft Outlook.
Read More: http://techcrunch.com/2012/04/18/forecast-takes-the-
hassle-out-of-check-ins/

8. Thank you.
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