Social Networking

Social networking is defined as a social structure which facilitates like-minded individuals or organisations who are tied by specific types of interdependency such as values, visions, ideas and friendships. A location-based element is a key aspect of social networking.

1. Buddy finder
   Shares information with friends and associates about your location through a mobile application. With Buddy Finder you have the opportunity to opt in and out at your leisure. This type of application should be dependent on allowing with people you trust to find you.
   
2. Flashmob
   A flashmob is a large group of people who assemble suddenly in a public place, perform an unusual action for a brief time, and then quickly disperse. Social networking applications such as Facebook, MySpace, and Bebo allow easy planning for these types of events to take place.
   
   Flashmobs have recently started taking place in New Zealand with the Auckland Mob Squad on Facebook. Their first event was a conga line at St Lukes Mall.
3. Meeting New People
   Dating sites are among some of the most popular websites on the internet. Making new friends with similar interests can be hard. Personal interests may include the arts, sports, entertainment and cultural activities. Social networking can link like-minded people.

International examples:

• Socialight http://socialight.com/
• Rabble http://www.rabble.com/
• Fast Flirting http://www.FastFlirting.com/

Proximity-based Marketing

Proximity-based marketing is the distribution of localised advertising content through wireless technology in relation to a specific time or place. People must have the equipment to receive this content and have the choice to opt in and out when they feel it is necessary.

Proximity-based marketing can be applied to different industries and events and has the potential to be the next big thing, provided it is managed correctly for the consumer.

The below concepts illustrate how proximity-based marketing can be applied to different businesses and industries. Overall benefits mean that the business can more effectively market itself to its existing customer base and target market.

Concept Scenario

• Happy Hour Club
  You opt in to receive messages from your local bar, pub or restaurant between certain days and times of the week. When you are within X distance of the bar you will receive a text voucher which you could redeem for a ’two for the price of one’ voucher.
• Fashion
  As a VIP member of one of your favourite clothing stores you opt to receive special offers from them. The store has a record of your size, colours and previous purchases, based on this information, the store is able to send you personalised deals when you are in locality of the store.
• Tourism
  You are going on holiday to Queenstown for two weeks and during the period you are there you have opted in get to receive special deals and offers. For example a jet boating company is having a slow day and wants to fill up its boat, so via text message you receive an electronic voucher that says “If you want go on the Jet Boat within the next two hours you will get two for the price of one”.

International examples:

• MC notify http://www.mobilecampus.com/

Location-based Games (LBS)

A game is a structured or semi-structured activity undertaken for enjoyment and sometimes used for education. A game is made up of components that include rules, challenge, interactivity, mental and or physical stimulation.

LBS Gaming is an extension of this, by playing a game that somehow evolves and progresses via a player’s location. In order for LBS games to take place they must be supported by a localised technology such as GPS capable mobile phones.

International examples:

• Pacmanhattan http://www.pacmanhattan.com/
• WhereIgo http://www.wherigo.com/
• Blister entertainment http://www.blisterent.com/

AA Maps Widget

AA Maps is the NZ Automobile Association’s map website that allows users to get find places, get driving directions, add businesses to the map, save favourites and search categories for points of interest.

The aim of this category is to create a widget or mashup that will add functionality to the AA Maps Website or enrich the user experience of AA Maps.

A mashup is a web application that combines data and/or functionality from one or more source.

http://www.aamaps.co.nz

Existing example:

Geotagging - scanning a word document which can create URLs from addresses or place names that takes you directly to that location on the AA Maps website.

Ideas:

• Creating an event map
• Creating a location-based historical wiki
• Link driving directions to your contacts in Outlook
• Linking photos from other URLs

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