Q&A with John Vajda of Untappd

John Vajda - LBS and craft beer lover.

In this month’s quest to pull back the covers on Location Based Services, I was lucky enough to score an interview with John Vajda, Product Manager at Untappd, a social network for beer enthusiasts (I’m here on Untappd so friend up!)

What I like about how Untappd uses LBS is location is part of the offering, not the focus. The app serves a specific market segment (craft beer lovers) and lets them discover, rate and share there favorite brews but you don’t have to check into a location if you don’t want to.

10 LBS Questions with John Vajda

1. What is the most important thing Marketers should know about LBS?

Not all platforms are created equal and you really need to understand your users to know what they use. Measure their usage, poll them, engage them  regarding the apps they use.  Don’t assume Foursquare specials will work if you are in the middle of a strip mall where people need to drive to get to your location.

2. What does it take to execute a LBS strategy correctly?

Treat it like any other marketing campaign. Develop a strategy come up with metrics and objectives you wish to meet, and track yourself to validate you’ve made those goals. Adapt where needed. Create – measure – learn.  And PLEASE don’t just throw an intern at it.

[important]Create –> Measure –> Learn[/important]

3. What are the common mistakes LBS early adopters have made?

Not training their staff on the redemption process. I call it point of sale, point of failure. Nothing is worse than earning a reward and walking into a location where a cashier stares at you like you have 2 heads when you show them the redemption screen on an LBS application.

4. What are the best practices for integrating LBS into a multi-channel campaign?

Remember it’s an extension of the overall promotion, it’s not the single source of truth. It’s one of many avenues you should explore on a campaign and should always be tied back to to overall marketing goals of the program. LBS is new so make sure to give it some room to adapt and grow over time, experiment a little and don’t be afraid to fail a few times.

5. Examples of brands using LBS well?

  • Disney and Gowalla
  • 7/11 and Foursquare
  • Universities and SCVNGR
  • SCVNGR and their Diamond dash promo
  • AMEX and Foursquare

6. Daily deal sites or LBS check-in – which do you invest marketing resources in and why?

It depends on your users/customers. What do they use? What do they like? Go where they are. Don’t assume too much on what your users/customers are willing to adapt to.

7. A recent Pew study provided information on LBS usage providing adequate fodder for LBS proponents and nay-sayers. What do you make of it?

As LBS services become more mainstream and technology allow us to use the services more passively we’ll see higher adoption rates. I am not too concerned by the reports of the lower overall usage of LBS apps since it’s still a relatively new space. However, I am concerned about how we will engage users in more suburban areas, LBS seems to be a very city-centric function. The big question to me is how can we engage soccer Moms and Dads in middle America? How do we make it worth their while to use a Foursquare or a SCVNGR or an Untappd LBS app?

8. What’s your go-to app (if you don’t mind sharing)?

Foursquare and Untappd of course!  I check into Foursquare everyday, and Untappd everytime I have a beer. (which is almost everyday)

9. What does the future hold for LBS?
Forecasting and customizable deals! I think it will be all about what you WILL be doing and how you can be enticed to do something else via a customizable offer. What if you Forecasted you’d be going to one bar for a particular beer and bars around you see that, they can then customize a deal for you and offer you the lowest price on that beer. I can see big box retailers creating Wall Mart-esque falling prices real time to meet customer forecasts.  Check out Foreca.st for more on this concept.

10What’s in your Untappd Wish List?

Go see for yourself => http://untappd.com/user/genexerjv/wishlist

John Vajda is Product Manager at Untappd and loves LBS almost as much as he loves craft beer. Untappd is a social network for beer enthusiasts and has an  HTML5 mobile web app, iPhone native App and Android native App that allows you to share what beer you are drinking and where with your friends. You can also upload photos of your brews as well as rate and receive recommendations on what you should try next.

5 Marketing Technology stories you might have missed 10-8-11

Here are 5 Marketing Technology stories you might have missed.

This week: iPhone 5, LinkedIn Company pages, Google+ business profiles, smartphones and SMS campaigns.

1. This is Why Apple Didn’t Announce The iPhone 5

[link] It’s the hardware silly. It appears Apple wants the iPhone 5 to support 4G network speeds. The current available 4G chips use too much energy and are too large.

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Anand Shimpi, a chip expert and CEO of Anandtech said:

A Qualcomm chip–the MDM9615–will likely appear in the second quarter of next year built on a more advanced chip manufacturing process. The MDM9615 comes in a smaller chip package and is voice enabled.

My Take: Although just a theory, this makes sense. Apple wants to raise the bar when it comes to smartphone technology. Releasing a new form factor without any benefits (above what is available in the iPhone 4S) doesn’t meet Apple’s high standard of excellence. In addition, we know the value Apple places on battery life. I’d say this means a release of iPhone 5 in the Spring.

2. Linkedin Updates To Company Pages

[link] LinkedIn added the ability to provide company updates on Company Pages.

My Take: I’ve always wondered who would win the enterprise. Facebook could have made a bid to do for businesses what it did for individuals. LinkedIn, who already has the top spot as THE professional social media network lacks social features and is still seen by many as a “resume site”. It still seems pretty wide open with LinkedIn having the edge for B2B and Facebook the edge for B2C. In listening to the Quick N’ Dirty Podcast, it seems like this update to LinkedIn could be the first in a series of changes to LinkedIn. Game on LinkedIn, Facebook and Google.

3. Google+ Lays the Groundwork for Business Profiles

[link] Google began promoting its support for brands. Up until recently, Google+ has been for individuals only and the platform has only been available to all users for a few weeks.

My Take: As a platform, Google+ has a lot to like. On Google+ brands can post messages, engage in real-time and reply to customer issues privately. Google+ still doesn’t have enough users to make it super compelling for users, but services continue to improve. Given the increased SEO benefits of being a Google property, brands must consider how/when/if to establish a presence on Google+.

4. What Smartphones Say About Their Users

[link] Frankly, this study my Prosper Mobile Insights validated what you might have suspected. Android and iPhone users use their smartphones for more media consumption, games and social media use than Blackberry users.

My Take: For the most part I tell people to invest in an awesome Android or iPhone – it can change your life for the better (seriously). However there are still those tech laggards that don’t really “get” why they need any of those fancy apps. For those people, the Blackberry is a step up.

5. Redbox Creative SMS Campaign Drives Results

[link] If you’re interested in how to execute a SMS campaign that generates business, review this case study in detail. Elements Redbox included: variable discount offers (gamification), scarcity, cross-channel (Facebook), and social outreach.

My Take: I’m very interested in SMS campaigns. Why? Open rates over 95% and it works on any kind of phone. Redbox built the blue-print for using new technology that many retail organizations should be using as a starting point.

 

Location Based Services – Every Move You Make

You can tell the infographic is dead because I’m featuring two in a row. I always was a late bloomer.

More surprises!

  • When I reviewed the Pew Research study on location based services (and the study on twitter), I was surprised to see how popular the services are with people of color. I’m interested in theories on why that is.
  • And what the crap? Middle aged people are just as likely, if not more likely, than those young whipper snappers to include location in their social media accounts. Also: get off my lawn

 

 

 

Location Based Services Infographic Review

This Mashable infographic on location based services fascinates me in some respects:

What’s surprising:

  1. 90% of LBS Early Adopters were using Facebook Places, yet Facebook down played LBS. It took Places off the market but reintroduced check-ins by integrating it into a social status. “Checking into <place> with <these guys>”.

What’s not surprising:

  1. Early adopters are much more likely to use LBS apps for the social elements than mass consumers
  2. Mass consumers are much less interested in being the “mayor” of something. I always supposed early adopters were more “type A”.
  3. Larger chains are investing more readily in LBS, yet app users are advocating for the small mom & pop stores
  4. Interest in daily discount apps greatly exceeds interest in LBS apps

 

 

Oct Poll: What LBS check-in apps do you use?

There are so many check in apps that you can spend more time checking in to a restaurant than actually eating a meal.  I pretty much stick with Foursquare but I do use Facebook if I’m with “Facebook friends”.  I’m also interested in trying LevelUp.

What LBS check-in apps do you use? Select all that apply.

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(polls)

image credit Salvatore Vuono

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