Location based compendium: The services, resources, Foursquare case studies and stats

If you’re a little behind the times and want to understand more about location-based services and related subjects, read on. We have broken this resource down into the following sections; services, general help, case studies,  and to round it off, some helpful statistics and facts.

The Services:

Foursquare: http://foursquare.com/

Foursquare is a location-based social networking website, software for mobile devices, and also a game. Users “check-in” at venues using a mobile website, text message or a device-specific application. They are then awarded points and sometimes “badges.”

Gowalla: http://gowalla.com/

Gowalla is a location-based social networking game created by Alamofire. Users ‘check-in’ at spots in their local vicinity, either through a dedicated mobile application or through the mobile website. As a reward users will sometimes receive items from check-ins. Items have developed to become a promotional tool for the game’s partners

Rummble: http://www.rummble.com/

Rummble is a bit like your social network, but based upon trust (or lack of) in people’s recommendations so you can discover things from thousands of people, not just your friends or immediate trusted connections.

Its the best to Rummble when you’re actually at a place that you love or loath, then you can add a photo and if you want, share it straight away on Twitter, Facebook, Bebo or more.

Google Latitude: http://www.google.com/intl/en_us/latitude/intro.html

Google Latitude lets you see your friend’s location on a map.

Loopt: http://www.loopt.com/

Loopt provides a mobile-based GPS sharing system that allows users to visualize one another using their mobile phones and share information. Loopt also enables users to explore the world around them by connecting users with integrated content from Citysearch, Zagat, Bing, Zvents, Metromix, SonicLiving and others.

In addition to the core features of Loopt, users also have the ability to integrate Loopt with other social networks, including Facebook and Twitter. Loopt also offers a Journal widget that displays a user’s latest updates and photos visually on a map, which they can easily install on their blog or other site.

Whrrl: http://whrrl.com/

Whrrl   is a mobile network that lets you aggregate information as you visit different places. It’s generally like a location review service that’s wrapped up in a map mash-up and a social network.

Brightkite: http://brightkite.com/

Brightkite allows registered users to connect with their existing friends and also meet new people based on the places that they go. Once a user “checks in” at a place, they can post notes and photos to that location and other users can comment on these posts. Users control the privacy of their updates and can choose to share them with their Twitter and Facebook accounts, while also having the option to share their geo-tagged photo posts to Flickr.

Burbn: http://burbn.com/waitlist/

Is a web-based location app where people can share rich media about their whereabouts.

Hot Potato: http://hotpotato.com/

Hot Potato makes it easy to share what you’re doing with friends and connect with others who have similar interests. You and your friends can connect around the question, “What are you doing?” First choose a verb – for example, “I’m attending.” Then select the name of the activity – “I’m attending the Superbowl.” Confirm the activity update, and you’re connected to everyone else attending the Superbowl on Hot Potato. Ask questions, and share your photos and videos.

CauseWorld: http://www.causeworld.com/

CauseWorld is a mobile application that lets you help the world while you shop!

This is the easiest way to give back to your community! Best of all, in these tough economic times, it costs you nothing.

All you need to do is walk into one of the many stores you most likely frequent anyway, such as common groceries, hardware stores, department stores, and many others. Pull out your phone, open the app, and check in. No purchase is required. By checking in, you earn karmas from our sponsors. Donate those karmas for specific actions to improve the world. Some of the many actions in the CauseMall include donating to classrooms in need, planting a tree, providing a meal for the hungry, or helping an injured animal.

Plancast: http://plancast.com/

Plancast is the easiest way for you to share your plans with friends and discover what others are doing in the future. We offer a lightweight way to keep tabs on what people are doing in real life.

MyTown: http://www.booyah.com/

MyTown is a GPS game about buying and owning your favourite local shops, restaurants, and hangouts on your iPhone.

First, Check-in at real-world locations to unlock rewards. Then buy and own your favourite real-life places. During the day, you can collect rent when people Check-in to your shops. The more visitors that come to your stores, the more it raises your properties’ total value.

Foodspotting: http://www.foodspotting.com/

Foodspotters earn recognition for sharing foods they love enabling Foodseekers to find whatever they’re craving and see what’s good wherever they go.

Foodspotting is a visual local guide that lets you find dishes instead of just restaurants. It’s powered by Foodspotters, who can share their food photos and expertise while building a rich collection of foods and where to find them.

Become a Foodspotter by sharing a food that you love! You can post sightings on the website, mobile or email them to food@foodspotting.com!

Fire Eagle: http://fireeagle.yahoo.net/

Fire Eagle is an open platform that helps users take their location to the Web while giving them the ability to easily control how and where their location data is shared.

General Resource:

The Beginner’s Guide To Location-Based Marketing http://www.businessinsider.com/the-beginner-guide-to-location-based-marketing-2010-6

Location-based marketing includes a diverse array of tactics–from simple local advertising to more complex location detection using GPS and triangulation technology, 16 tips to get you started.

9 Killer Tips for Location-Based Marketing http://mashable.com/2010/03/15/location-based-marketing/

9 killer tips to help you get to grips with your marketing efforts around location-based networks and relegated issues by Mashable. First tip; get to know the platforms!

Foursquare vs. Gowalla vs. MyTown: Which Is Better for Business? http://www.socialmediaexaminer.com/foursquare-vs-gowalla-vs-mytown-which-is-better-for-business/

The contenders battle it out for title of the best business platform, 3 guesses who comes out on top!

The Widening Gap: Can Gowalla Catch Foursquare? http://thenextweb.com/us/2010/07/12/the-widening-gap-can-gowalla-catch-foursquare/

This post examines if Gowalla can catch Foursquare judging by the partnerships and numbers Foursquare has posted at this moment in time, it’s looking unlikely.

How the Fashion Industry Uses Location-Based Marketing http://mashable.com/2010/03/22/fashion-location-based/

Post on how location based service are used in fashion, including the Marc Jacobs, Foursquare and New York Fashion Week case study.

Location-Based Marketing, Resources and Tools Location-Based Marketing, Resources and  Tools

Post by Search Engine Journal outlining the major payers on the location-based scene.

Some Privacy Ground Rules For Location-Based Marketing: Why `Geofencing’ Goes Too Far


Matt Silk is the SVP of Waterfall Mobile; a San Francisco-based digital-messaging company goes into detail about the privacy issues surrounding location-based networks.

Foursquare specific:

6 Tips for Getting the Most out of Foursquare http://mashable.com/2009/12/10/fourquare-tips/

Basic post over viewing how to use Foursquare and get the most from it.

Foursquare Mayors Get 25% Off at Ann Taylor http://mashable.com/2010/07/13/ann-taylor-foursquare/

Mashable post on the retailer Ann Taylor using a Foursquare promotion.

Domino’s UK Social Media Initiatives Help Increase Profits by 29% http://mashable.com/2010/07/12/dominos-uk-social-media/

Dominos claims to have used Foursquare to great success and help raise its profits.

History Channel Turns Foursquare Into A Real World Pop-Up Video http://techcrunch.com/2010/04/22/foursquare-history-channel/

Techcrunch post centred on the Foursquare partnership with the History Channel

Case studies:

Chevy Case Study: Using Mobile, Location and QR Codes to Inspire Brand Engagement (Gowalla) http://www.emarketer.com/blog/index.php/chevy-case-study-qr-codes-mobile-location-inspire-brand-engagement/

Gowalla case study based on Chevy using quick research codes and location-based technology.

More than 20 unique “Location Based” case studies from Foursquare, Gowalla, Whrrl, and MyTown http://blog.makeastartup.com/more-then-20-unique-location-based-case-studi

Great resource full of location-based case studies from a variety of platforms.

Gowalla x Nets Case Study: Underdogs Teamed Up on Geomarketing Campaign with ROI http://www.mobilebehavior.com/2010/04/22/gowalla-x-nets-case-study/

Small case study on the use of Gowalla with the basketball team the NY Nets.

How to use Foursquare to draw a crowd into a restaurant http://blog.steffanantonas.com/case-study-how-to-use-foursquare-to-draw-a-crowd-into-your-restaurant.htm

Another case study showing the power of drawing a crowd to a local restaurant via the use of Foursquare.

Statistics and Facts:

Location Based Services are Up and Running, Statistics Prove (April 30th 2010) http://stasgeomarketing.wordpress.com/2010/04/30/location-based-services-are-up-and-running-statistics-prove/

Brief post outlining the facts from the Mobile Marketing Association (MMA) in which one in four U.S. adults use mobile location-based services.

7.5 Foursquare facts you need to know http://prashantpatel.com/social-media/75-foursquare-facts.html

Some brief Foursquare facts from back in April 2010

Foursquare v Gowalla [FACTS] http://www.socialmedianews.com.au/foursquare-v-gowalla-facts/

More up to date facts focusing on the two major players Foursquare and Gowalla

Foursquare Is Five Times Larger Than Gowalla And Growing 75 Percent Faster Every Day


RJ Metrics present data on the manor of Foursquare’s impressive growth vs. that of Gowalla


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