Archive for category Localisation
An oldie (gosh, was this really only 9 months ago?) but a goodie. The Wilderness Downtown is a collaboration between Google Chrome and Arcade Fire that personalises (read: localises) the music video to the place you grew up.
Here’s TechCrunch’s explanation for the technical bits. What I love most is the connection – online to offline. The Wilderness Machine was created to physically reproduce the postcards users wrote to themselves online in The Wilderness Experience. If you plant the postcard, it will compost and liberate birch tree seeds from which a tree could grow.
You were encouraged to install Google Chrome for it to work. 24.1% of users now use Chrome, as opposed to 15.9% at launch of this experiment. There doesn’t appear to have been a significant spike in browser usage though!
I’d love to know if Google have mapped the addresses entered and gotten a heat map of fans’ hometowns. Not altogether useful as it’s inevitably at least 20 year old data with a lot of non-fans playing with it due to the viral effect, but come on Google, let’s review!
How important is it to get your Google Places page searching well?
See this heat map, how this eye tracking study shows the focus of the viewers view and length of view on the local listings held next to the map. What I’d like to see, if anyone can find it is some research to show how long people look at the search results page, and what percentage of users ‘just click’ the first link irrespective of what else is being served. For those of you involved in advising dealers/branches/services make sure that not only they have claimed their Google Places page but that they have optimised it by putting it in the right categories (they can be in more than one) and that their titling and support content help drive the right sort of traffic.
This article from Ben Bold on Wallblog.co.uk prompted Andy Edwards to ask me, “Thoughts?”, so having written mine to him, I thought I’d share mine here too.
My take is:
- It’s lots of bubbles waiting to converge
- Real time ROI will be the killer app (imagine local store manager creating vouchers, pushed in real time, and turned off when sales target reached – actually better than that, imagine automated vouchers from the stock system)
- If Facebook gets it right, they’ll clean up. But I don’t think they’ll get it right because I think they’ll use advertising dollars ahead of conversion as a metric – which I’m willing to be wrong on.
I like the idea that this is “the final big gold rush of Web 2.0.” but I don’t believe it is, because there is always the next thing. For example, nothing much being done with “time” as the connector – we’ve done data, relationships, location, time is next, but don’t ask me how or why…
With the increasing availability/affordability of Smart Phones (iPhone, BlackBerry, Android, Pre etc) and 3G data connections, Location Based Services are becoming a) possible, and b) popular.
A great example of this is Foursquare (www.foursquare.com). Foursquare is a piece of software which sits on your Smart Phone and ‘checks-in’ to share your location with friends and contacts – and to promote proximate businesses and social activities (e.g. events, restaurants, eateries). Happy, social activity to some; dark, evil big brother to others. Naturally it’s been made nice and open to be shared across the web via other social media outlets (Facebook, Twitter et al.)
And maybe some day soon we’ll be including this as an opportunity to our clients.
And the downside? Well some friendly people have decided to launch a site which capture people’s Foursquare ‘check-ins’ particularly when they leave home, and put them in a single place called pleaserobme.com – (see this link for news articles on the site)
Proof, if it were needed that one man’s openness and sharing is another man’s open window and helping themselves.