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Guerrilla foursquare - CAA 2012

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J. Andrew Dufton
J. Andrew Dufton

ºÝºÝߣs from Guerrilla Foursquare paper given by J. Andrew Dufton and Stuart Eve at Computer Applications and Quantitative Methods in Archaeology, April 2012.

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Guerilla Foursquare: A digital archaeological appropriation of commercial location-based social networking. Andrew Dufton @jadufton (Brown University) Stuart Eve @stueve (UCL, L ¨C P : Archaeology)
Digital Archaeology? ¡ñ Archaeological data ¡ñ Digital capture or dissemination ¡ñ Academic, professional and public audiences ¡ñ Research and discovery ¡ñ Mobile technologies!
Museum of London ¨C Streetmuseum ¡ñ Museum of London, History Channel, Brothers & Sisters Creative Ltd. ¡ñ ?48K development cost ¡ñ 50K+ iphone downloads within 2 weeks of release ¡ñ c. 2.5K Android downloads (May 2011)
Museum of London ¨C Streetmuseum Londinium ¡ñ Roman London only ¡ñ Archaeological finds ¡ñ Roman city plans ¡ñ Additional media
Introducing Foursquare ¡ñ 15+ million users ¡ñ Location-based social networking ¡°Keep up with friends. Discover what's nearby. Save money. Unlock rewards¡±
Foursquare warfare? ¡ñ 2900+ GLHER entries ¡ñ 48 selected sites ¡ñ 4hr walking tour ¡ñ 200-character tips ¡ñ 9600 total characters ¡ñ 120+ 'points' for @jadufton #winning
Results ¨C site categories ¡ñ 48 sites ¡ñ 7 broad categories ¡ñ Existing 4sq sites ¡ñ New 4sq locations
Results ¨C total check-ins ¡ñ 2200+ total check-ins ¡ñ 35+ checkins/day ¡ñ Obvious conclusion 1: Foursquare <> historical!
Results ¨C check-in ratio ¡ñ %sites / %checkins ¡ñ Obvious conclusion 2: > traffic = > checkins
Results ¨C Tips ¡ñ History Channel (MoL): 192 done tips ¡ñ London 2012 (MoL): 38 done tips ¡ñ TimeOut (MoL): 7 done tips ¡ñ BBC World Service (Fleet Street): 4 done tips ¡ñ Guerrilla Foursquare (total): 2 done tips ¡ñ Obvious conclusion 3: more clicks = bad
Results ¨C Lists ¡ñ History Channel: 300K+ followers ¡ñ Guerrilla Foursquare: 3 followers ¡ñ Higher tip placement ¡ñ Pop-up exploration notices ¡ñ Obvious conclusion 4: Affiliation adds legitimacy
Foursquare of the future? ¡ñ Value-added services ¡ñ Crowdsourcing ¡ñ Data re-use ¡ñ Platform reappropriation ¡ñ Discovery-based learning ¡ñ Gamification

More Related Content

Guerrilla foursquare - CAA 2012

  • 1. Guerilla Foursquare: A digital archaeological appropriation of commercial location-based social networking. Andrew Dufton @jadufton (Brown University) Stuart Eve @stueve (UCL, L ¨C P : Archaeology)
  • 2. Digital Archaeology? ¡ñ Archaeological data ¡ñ Digital capture or dissemination ¡ñ Academic, professional and public audiences ¡ñ Research and discovery ¡ñ Mobile technologies!
  • 3. Museum of London ¨C Streetmuseum ¡ñ Museum of London, History Channel, Brothers & Sisters Creative Ltd. ¡ñ ?48K development cost ¡ñ 50K+ iphone downloads within 2 weeks of release ¡ñ c. 2.5K Android downloads (May 2011)
  • 4. Museum of London ¨C Streetmuseum Londinium ¡ñ Roman London only ¡ñ Archaeological finds ¡ñ Roman city plans ¡ñ Additional media
  • 5. Introducing Foursquare ¡ñ 15+ million users ¡ñ Location-based social networking ¡°Keep up with friends. Discover what's nearby. Save money. Unlock rewards¡±
  • 6. Foursquare warfare? ¡ñ 2900+ GLHER entries ¡ñ 48 selected sites ¡ñ 4hr walking tour ¡ñ 200-character tips ¡ñ 9600 total characters ¡ñ 120+ 'points' for @jadufton #winning
  • 7. Results ¨C site categories ¡ñ 48 sites ¡ñ 7 broad categories ¡ñ Existing 4sq sites ¡ñ New 4sq locations
  • 8. Results ¨C total check-ins ¡ñ 2200+ total check-ins ¡ñ 35+ checkins/day ¡ñ Obvious conclusion 1: Foursquare <> historical!
  • 9. Results ¨C check-in ratio ¡ñ %sites / %checkins ¡ñ Obvious conclusion 2: > traffic = > checkins
  • 10. Results ¨C Tips ¡ñ History Channel (MoL): 192 done tips ¡ñ London 2012 (MoL): 38 done tips ¡ñ TimeOut (MoL): 7 done tips ¡ñ BBC World Service (Fleet Street): 4 done tips ¡ñ Guerrilla Foursquare (total): 2 done tips ¡ñ Obvious conclusion 3: more clicks = bad
  • 11. Results ¨C Lists ¡ñ History Channel: 300K+ followers ¡ñ Guerrilla Foursquare: 3 followers ¡ñ Higher tip placement ¡ñ Pop-up exploration notices ¡ñ Obvious conclusion 4: Affiliation adds legitimacy
  • 12. Foursquare of the future? ¡ñ Value-added services ¡ñ Crowdsourcing ¡ñ Data re-use ¡ñ Platform reappropriation ¡ñ Discovery-based learning ¡ñ Gamification