LUON WassUp - September 27, 2011

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LUON WassUp – Sept. 27, 2011

Google Wallet|Gowalla 4.0|Facebook changes|Tesco Homeplus virtual shopping case

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Google Wallet goes live

September 19

Google Wallet for now only works on the Sprint Nexus S 4G smartphone and only supports Citi Mastercards.

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September 19

Google predicts that by 2014, 50% of cell phones will use NFC technology. By 2015, the value of all mobile money transactions is expected to reach $670 billion.

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/what/Announced last May, Google now released its mobile payment solution ‘Google Wallet’. With Google Wallet, people will be able to store virtual versions of their credit and loyalty cards on their smartphone and use them in stores.

/details/• Currently, Google Wallet only works on the Sprint Nexus S 4G smartphone• On Day 1, Wallet supports just one third-party card: the Citi Mastercard but Google

plans to support Visa, Discover, and AmEx cards in future releases• Google Wallet however does contain a Google Prepaid card that can be funded using

any other card• All card information will be stored in a single place, on a separate chip• Google Wallet uses Near Field Communication (NFC) technology. This allows people to

pay by simply holding their handset against a payment terminal (and entering their pin number)

• Google Wallet also holds selected Google Offers that can be redeemed in store

September 19/slide notes/

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/comments/It’s a clever idea: replacing the old wallet with a digital one. And people who have used Google Wallet say it actually works pretty well. This doesn’t mean however that you should throw the old wallet out now:• Next to Google, there are a number of competitors working on the same idea. Like Visa,

Amex, Intuit, PayPal and Square just to name a few.• Google Wallet relies on NFC technology. However, few smartphones are already

equipped with NFC capabilities. It remains to be seen whether and how quickly NFC takes hold.

• Although card readers are not Google Wallet specific (it is the same tap-to-pay reader already used by Visa/AmEx/Mastercard), to work with Google Wallet they should be based upon a recent version of NFC. And getting these card readers everywhere might prove a big challenge. Currently, there are only a handful of merchant and retail partners.

• Of course, something should be done about battery lifetimes. You don’t want your wallet to go flat on you.

So mass adoption of the digital wallet will not be for any time soon. Maybe in a year of 5? However , for marketers it’s a peak into the golden future of closed-loop transactions from product research till purchase.

/bookmarks/• http://www.google.com/wallet/


http://www.google.com/wallet/

http://www.google.com/wallet/

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Gowalla 4.0: the world’s social atlas

September 22

Gowalla is launching Social Guides in 60 cities, featuring photos, highlights and experiences from your friends, locals and experts

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/what/The in 2007 launched location-based social network Gowalla –one of the biggest Foursquare competitors- reinvents itself as the ‘social atlas of the world’ offering city guides with tips from selected sources, Gowalla users and friends.

/details/• The new ‘Social Guides’ are currently launched in 60 cities, featuring photos, highlights

and experiences from your friends, locals and experts• Gowalla joined forces with Disney, National Geographic, the Austin American-

Statesman and several others to launch over 20 additional guides to places like Walt Disney World® Resorts and a handful of National Parks in the U.S.A.

• instead of just a check-in, users have an entire text entry area where they can tell the tale of what brought them to that place, or what happened while they were there.

• The Gowalla friendship model changed from a symmetric ‘friend’ model to an asymmetric ‘follow’ model


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/comments/It’s clear that the check-in game is evolving: A couple of weeks ago Facebook already decided to shut down it’s Facebook Places service. Foursquare launched self-service pages for brands without a physical location where they can aggregate their tips about locations. Now, Gowalla also goes beyond the simple check-in by re-orientating itself as a travel platform. Smart move.

/bookmarks/• http://gowalla.com/


http://gowalla.com/

http://gowalla.com/

http://gowalla.com/

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Re-inventing the Facebook Page Like

September 21

Facebook users don’t need to have Liked a Page to be able to post on a Page’s wall or comment on its updates any more.

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September 21

According to a recent study, over 40% of a brand's Facebook page fans "unlike" the page as soon as a campaign ends

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/what/Facebook now allows anyone to join the dialogue on any brand page. Without people having to ‘like’ the page first.

/comments/Having to ‘like’ a page first was a threshold for many users to join the conversation. Moreover, the ‘like’ button holds an endorsement not everyone is willing to give.

Read our ‘The New Facebook: Beyon The Like’ blog post for the full story.

/bookmarks/• http://www.luon.com/blog/2011/9/29/the-new-facebook-beyond-the-like.aspx


http://www.luon.com/blog/2011/9/29/the-new-facebook-beyond-the-like.aspx



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Facebook users seize control of their news feed

September 14

As a result of the new features, the Facebook ‘EdgeRank’ algorithm used to determine what is shown in the news feed, will be replaced by a ‘Graph Rank’ algorithm.

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September 14

For marketers, it will be harder to get in the news feed of users. For example ‘liking’ a fan page will only show up in the ticker section.


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/what/Facebook is giving users more control over their news feed by upgrading ‘friend lists’. While the friend lists feature already existed since 2007, according to Facebook CEO Mark Zuckerberg , it was used by less than 5% of users. Now, they are shown more prominently and new types of lists are introduced allowing for easier populating. Lists can be used to filter news feed items and to publish to selected segments (for people, not for brands!).

/details/There are 3 types of lists:• Custom lists: created and populated by the user• Predefined lists: lists for close friends and acquaintances created by Facebook, but

populated by the user• Smart lists: lists for co-workers, neighbours and school buddies, created and pre-

populated by Facebook


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/comments/The problem with current solutions for organizing friends (like Google+ Circles) is that users simply don’t enjoy taking the time to organize their friends into groups. By adding Smart Lists, Facebook covered part of this problem. Having a better view on how important people are to users, also allows Facebook to show more relevant content. And ads of course!

With these changes, Facebook hopes that people will share more and fundamentally different types of content, because they can target it to just their close friends. And that people will check Facebook even more often, because their feed will be more interesting.

For a brand however, getting into the news feed will be even more difficult. Being accepted into the “close friends” list is now the new Holy Grail. And although friend lists are for personal profiles only, it would be nice if one day Facebook would allow it for brand pages as well. Segmenting your fan base and allowing for targeted communication would be a huge step forward.

/bookmarks/• http://blog.facebook.com/blog.php?post=10150278932602131


http://blog.facebook.com/blog.php?post=10150278932602131


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Facebook subscribe button

September 22

Unlike the max. of 5,000 friends, there’s no limit on the amount of subscribers one can have. To activate the subscribe button, go to http://www.facebook.com/about/subscribe

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/what/Next to friend lists to make news feeds more relevant, Facebook users can now specify exactly which data they want to see in their feed (see previous slide for details).

But even more important: This is not only for friends, but also for other, not befriended people to whose public posts users can now ‘subscribe’ to.

/details/• If you subscribe to the profile of somebody who is not your friend, you will get access to

his or her public status updates in your News Feed. You can fine tune what type of updates you see.

• If the user is your friend, subscribing gives you the ability to granularly control how much of his or her content enters your stream.

• The Subscribe feature is totally optional — you can choose not to subscribe to anybody, and you can choose to turn off the Subscribe button on your profile if you don’t want to gain any subscribers.

• The total number of people subscribing to your public posts and the number of people you’re subscribed to appear on your profile.


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/comments/With the ‘subscribe’ feature, Facebook evolves from a symmetric social network to a Twitter-alike asymmetrical model where you don’t have to be friends in orther to follow someone. The feature is primarily targeted at public figures, providing journalists, politicians or other local figures with the ability to send out updates that can be read by any person that wishes to subscribe to them. In the past, these people had to create a separate fan page for their public content. Now, they no longer have to maintain two separate entities. On top of that, profiles are easier to update via mobile than pages and people are prioritized over pages in search.

Read our ‘The New Facebook: Beyon The Like’ blog post for our take on this topic.

/bookmarks/• http://www.facebook.com/about/subscribe• http://blog.facebook.com/blog.php?post=10150280039742131• http://www.luon.com/blog/2011/9/29/the-new-facebook-beyond-the-like.aspx



http://www.facebook.com/about/subscribe

http://www.facebook.com/about/subscribe





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Timeline: the new Facebook profile page

September 22

With the new Timeline, Facebook is bringing back applications to the user profile page!


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Beyond the like: Facebook Open Graph activities

September 22

Activity updates will not be shown in the news feed but in the ticker section.

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September 22

“Before on Facebook it was about getting people to ‘Like’ the brand. Now, it’s about getting people to take social actions enabled by that brand”


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September 22

The new Open Graph has been extended to include arbitrary actions and objects created by 3rd party apps.

News feedTickerUser’s timeline

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Example: Washington Post ‘Social Reader’ app

September 22

Social Reader stories reflect a user’s Facebook profile, interests, “likes” and the stories his friends are reading, as well as trending news topics

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/what/At its yearly f8 conference, Facebook announced that they will allow brands to create applications that -instead of ‘like’- use any other verb immaginable. Or to put it in their own words: ‘the like button will be evolving into a verb’. So will users for example no longer just ‘like’ a recipe, but ‘cook’ a recipe. These so-called ‘activities’ can be pushed onto the users’ revamped profile, now called ‘Timeline’. And since applications don’t have to ask for permission every time they want to post something any more (only once upon install), for example ‘reading an article’ can be pushed automatically even without clicking a button on the article page.

/comments/Read our ‘The New Facebook: Beyon The Like’ blog post for our take on this topic.

/bookmarks/• http://www.facebook.com/about/timeline• https://apps.facebook.com/wpsocialreader/• http://www.luon.com/blog/2011/9/29/the-new-facebook-beyond-the-like.aspx



http://www.facebook.com/about/timeline

http://www.facebook.com/about/timeline

https://apps.facebook.com/wpsocialreader/




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Tesco Homeplus virtual shopping

June 2011

QR code scanning really took off in the second half of 2010 with an increase in scans of 1.200% between July and December 2010.


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Thank you for listening.Now let’s talk.

Geert De LaetTechnology [email protected]: @geertdelaet

http://www.luon.com

http://www.luon.com/

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LUON WassUp - September 27, 2011