Facebook Places and Deals
Facebook Places - How it works
Facebook has rolled out its long-awaited location feature, Facebook Places, an application that lets users "check in" on their mobile phones so friends know where they're hanging out and what they're doing.
It's a function similar to what apps such as Foursquare and Gowalla have been doing for a while. But Facebook's 500 million-user base dwarfs the 2 million-plus on Foursquare, meaning the "check-in" concept is probably new to a lot of folks.
So here are answers to some of the questions and comments we're hearing since the feature went live in some places Wednesday night. (Note: It's still not active in a lot of places. In Atlanta, we tried the application Thursday morning but got a message saying it "will be available in your region soon.")
What does it do?
Facebook Places, like existing location-based apps, uses GPS so people can "check in" on their mobile phones, letting friends know where they are and what they're up to.
It's probably most useful to a young, socially active set.
Say you're at a bar, restaurant, coffeehouse or club. The idea is that if one of your friends sees your check-in and is nearby, they can swing by and hang out with you.
You can also leave comments and tips for friends to see. If you like a particular dish at a restaurant, or had bad service there, you can post that info with your check-in and notify your friends.
The app, using GPS, also will identify other hot spots in your area -- and the comments people have left about those places -- so you could discover new hangouts and social possibilities.
Who can use it?
People who have the Facebook app on their smartphone.
Right now it's available only for the iPhone, but Facebook says versions for the Android system and BlackBerry are coming soon. Currently, iPhone users will see the Places option when they download the latest update to the Facebook app.
There's technically a way to check in using a laptop or desktop computer, but it's hard to imagine many people will go to the trouble unless they're surfing the web in a coffee shop.
If you don't use Facebook on your phone, Places probably won't change your Facebook use in any way -- except that your news feed may start showing when your friends check in.
What about my privacy?
Lots of readers are expressing concerns that the app will take away their privacy by letting others (including, in the scariest scenarios, stalkers or crooks) -- know their location.
Some important facts about that:
• If you don't choose to check in, your location isn't revealed. It seems basic, but there appears to be a lot of confusion about this. Nothing about Facebook Places (and Foursquare and other mobile apps, for that matter) tells people where you are if you don't choose to tell them.
• The default setting for Facebook Places only sends location alerts to your Facebook friends. There are ways to change that (we'll talk about changing your settings later) to tell more, or fewer, people. But as is, no one you haven't approved as a friend can see what you post.
• When you're with a group, Facebook friends can check you in along with themselves to let people know what kind of group is hanging out. But Facebook says they'll only be able to do so if you have checked yourself in at the same place. In other words, nobody can post your "check-in" location without your approval (although as always, they could still mention your whereabouts in a status update).
Important detail: If you're not comfortable with all your friends' friends seeing where you are, you can adjust your settings to prevent that, too. Otherwise, if you both check in somewhere, their friends can see your location.
• Your check-ins likely will appear in the activity stream on the Facebook Places page for your location -- unless you change your settings. (Again, details to come.) So other people who were nearby might be able to see you as well as your friends.
Facebook Deals
Yesterday, Facebook launched its long awaited “Deals” offering in Europe, but what is it and what does it mean for brands?
Deals, which was launched at the end of last year in the US, allows subscribers of the popular social network to use their smart phones to see what shops have “deals” nearby.
Shops that have an offer on will have a gold ticket next to their name. Once you have checked into this location the deal is revealed and can then be cashed in by showing the assistant your phone.
The launch sees partnerships with a number of major brands, such as and includes a range of deals from 20% off Ushers latest album for those who check into his gig at the O2, to the inevitable Starbucks coffee, which is giving away 30,000 cups of filter coffee to people who check-in today.
What it is
There will be four different kinds of deals available on the platform; the standard discount deals, loyalty deals (a replacement of loyalty cards), friend deals which reward you for bringing friends and tagging them in your experience, and finally check in for charity, which will see the company donate to a charity when users check in.
Emily White, Facebook’s director of local, commented on the success of Deals in the U.S. stating that more than 50% of participating merchants had renewed their deals, and “millions” used the service. The announcement of Deals, is just another step in the social media giants attempt to own the online experience and to strengthen their mobile offering.
What does this mean for brands
While consumers are bound to be excited by the announcement, it also has the potential to be a game changer for the way brands engage with their fans. Many of the worlds biggest brands have more fans on Facebook then visitors to their websites, and this platform will enable them to bridge the gap between their online presence and real world experience. Brands will be able to engage with their fans as they are on the move, providing them not only with deals but experiences.
Experiences being the operative word here. Personally I believe may people will assume that deals is all about discounts, however it is the experiences that brands are going to be able to provide through the platform, that is in my opinion, vastly more exciting.
A great example of a brand utilizing Deals to provide their fans with unique experiences are the Golden State Warriors, a basketball team in California. If fans check-in to the stadium they unlock an invite to a VIP event after the game in the form of a Q&A with a player.
These experiential offerings help to build brand advocacy. Deals will essentially help businesses become more social, as people will see deals through their friends – capitalizing on word of mouth marketing. Deals will allow users to interact with brands they already identify with and share this brand affiliation with their network.
It goes without saying how significant this is for brands, especially in a time when brand advocacy and word of mouth is paramount to capturing the attention and to essentially define the action of customers, peers, and influencers.
Other deals on offer
* Debenhams is giving away 1,000 sets of mascara and makeovers.
* Mazda in one of the biggest give aways is offering five cars, every month for five months and those who check-in will get a 20% discount on certain models.
* Argos and Benetton will have deals linked to charitable donations.
* Yo! Sushi will give away 1,000 free plates
* O2 will offer PlayStations on Saturday.
* Theme park Alton Towers is to offer free entry to all users who check-in on Friday 18th February.
