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February 28 2011

Swipely Swaps Public Purchase-Sharing for Private Savings


“We don’t think people want to share their purchases. Period,” says Angus Davis, founder and CEO of Swipely, a purchasing-sharing startup similar to Blippy. That no longer is the case. Effective immediately.

Swipely, having processed tens of millions of transactions under the original model, is course-correcting after raising more than $8 million in funding and exiting private beta just seven months ago.

Swipely will roll out a completely overhauled version of the site on February 28, starting in Rhode Island (the startup is based in Providence), with a remodeled mission to save users money at local businesses. The new Swipely offers users a private experience — in stark contrast to public purchasing-sharing — that now rewards them for swiping their credit cards at local merchants.

Swipely users, should they associate their credit cards with their Swipely accounts, can swipe at participating local merchants to earn cash back rewards, loyalty points and extra incentives for sharing reviews on social networks.

The idea, says Davis, is to free consumers from the necessity of printing coupons or carrying loyalty cards in order to redeem discounts and earn rewards. “Merchants can attract new customers with an incentive, and bring them back with points to build loyalty,” he adds.

Swipely has signed on more than 75 local merchant partners in the Rhode Island area who are willing to pay to participate in this loyalty-meets-customer-acquisition alternative to Groupon, Foursquare or Shopkick.

Renowned Providence restaurant Nick’s on Broadway, for instance, will give Swipely users 25% cash back on their first purchase, a loyalty point for each dollar spent and 10 bonus points should they also share a review.

The new Swipely experience is focused on savings, but users also can use the website to understand their shopping history and check out applicable, deal-related Facebook and Twitter updates from the businesses at which they transact.

Unfortunately, Swipely users in regions outside Rhode Island will continue to experience the now-expired purchase-sharing experience. Davis hopes to introduce national audiences to the new experience within a month.

Swipely’s new local deals approach is not entirely dissimilar from Offermatic’s automatic credit card deals offering. Swipely, however, sticks to local merchants as opposed to big brand names. It’s an approach that needs an aggressive sales team, which may make it difficult for the startup to introduce a fully baked version of the new site and mission to additional markets.

Still, this idea appears more promising than the last — the (once) local merchant-focused Groupon generated $760 million in revenue in 2010. Swipely investors are also confident in the startup’s decision to attack a foreign, albeit large, market opportunity, according to Davis.

Ultimately, this new bet on local merchants is grounded in Swipely’s business-friendly approach, or so it hopes.

“We’re not trying to create a one-night stand between merchant and customer,” says Davis. “We’re trying to create a lasting marriage.”

Image courtesy of Flickr, swipely

More About: deals, local business, loyalty, purchase-sharing, rewards, startup, swipely

For more Startups coverage:


December 17 2010

5 Predictions for Game Mechanics in 2011

joystick image

Gabe Zichermann is the author of the critically acclaimed book Game-Based Marketing (Wiley, 2010), the upcoming Gamification by Design (O’Reilly, 2011) and blogs at Gamification.co. He’s also the chair of the January Gamification Summit in San Francisco. Mashable Readers are invited to attend with a special discount by using the code GSMASH11 at GSummit.com.

This year was the first time most people heard the term “Gamification,” the process of using game thinking and game mechanics to solve problems and engage audiences. Although this strategy has always been around us, a combination of factors have made the topic explode onto the scene. These include the rise of Zynga and social games into the largest sector (by reach) of gaming, the demonstrable power of Foursquare’s badges and mayor mechanics to engage consumers in simple tasks, and 30+ years of video games everywhere.

But if 2010 was the year we make contact, 2011 promises to truly be the year when game mechanics take over: a potential roller coaster of exciting product, company and organizational launches. And so, here are my predictions for the breakthroughs we’ll see in game-powered enterprises.


1. Health Gets More Fun


wii fit image

Getting fit and staying healthy are some of the hardest things to do. Games like Brain Age and Wii Fit have emerged in the past few years, making headlines for their ability to turn exercise –- mental or physical –- into something fun. But while these games haven’t yet had much of an impact on our health, hundreds of startups and established companies are leveraging the lessons of those games to create real change.

In 2011, we’ll start to see the first successful examples of game mechanics used for health — largely around big data streams and mobile, building off Fitbit, Nike+ GPS and other monitoring and measurement ecosystems. “Gamified” health will look less like games, however, and more like apps that make fitness fun — for example, tying Xbox achievements to gym-based treadmills instead of creating virtual treadmills to run on.


2. Education Hears the Bell


mindsnacks image

Almost everyone agrees that education needs reform. But most efforts to use games to educate children have been failures, largely as a result of designers having to please parents and teachers before kids’ needs are served. With the advent of devices like the iPod touch and tablets however, a new generation of education companies can reach kids with less friction and more feedback.

I believe we’ll see the first “trans-institution” apps that connect students across different schools. We’ll see the first “gamified” textbooks from publishers while federal and state governments will continue to innovate and support initiatives in education. For adults, applications like MindSnacks, an iPhone app that makes learning languages more fun, will transform how we engage with continuing education. Expect an explosion in apps and services for language, food, finance and geo-location that manipulate game mechanics.


3. Blue Skies Ahead


recyclebank image

Although a number of games have been made to help people change their environmental behavior, few have had much long-term success. More subtle experiences, however, like the “health meters” in the Toyota Prius and Nissan Leaf are proving to be a hit with drivers through ambient feedback, like a plant that grows when the car is driven in more environmentally friendly ways.

Companies like RecycleBank have had early success convincing customers to recycle by giving them rewards, and a whole host of electricity and carbon-offset startups are emerging to help consumers reduce their consumption. Big and small companies alike will continue to innovate here, with the support of energy companies and progressive governments; the stakes couldn’t be higher.


4. Loyalty Programs Get More Virtual


Airline frequent flyer programs are among the best examples of successful game systems. United Mileage Plus and American AAdvantage together count more than 100 million active “players.” Recently, these programs have become more game-like, adding progress bars and competition to their mix to improve user engagement.

At the same time, major online gamification players like Zynga and TopGuest have been striking deals to break down the walls between virtual activities (like checkins) and “real” rewards. From hotel chains to credit cards, reward programs will continue connecting with game-like experiences online. Plan to start earning points and miles in unexpected places and redeeming those points for virtual goods.


5. Big Brands Get Involved


Startups drive innovation, and game mechanics are ripe for exploration with exciting technology and service companies emerging almost weekly in the space. Big brands also understand the need for game-like connections. Traditional advertising continues to lose effectiveness with younger consumers, and customer acquisition costs remain stubbornly high.

Some of the world’s biggest brands have taken notice of how game mechanics can help their strategies. In 2011, we’ll be likely to see a handful of major media companies and consumer goods brands launch gamified experiences, with even more to follow in 2012. Expect to see the most innovation in finance, travel and TV.

Next year will be a very exciting year for gamification and customer engagement overall. From small startups working on energy consumption to the world’s biggest media properties, tools like points, badges, leaderboards and challenges will be increasingly deployed to create emotional and brand loyalty. That’s a fun future we can all look forward to!


More Gaming Resources from Mashable:


- HOW TO: Use Game Mechanics to Power Your Business
- 6 Reasons Why Social Games Are the Next Advertising Frontier
- 5 Fantastic Web Games We Can’t Stop Playing
- 6 Emerging Social Games Taking the Web by Storm
- How Social Gaming is Improving Education

Image courtesy of iStockphoto, DSGpro

More About: game mechanics, games, gamification, predictions, predictions-2011, rewards, social gaming, social media, video games

For more Tech coverage:


November 15 2010

Virgin America Rewards Checkins with Frequent Flyer Points


Topguest’s perks platform for Facebook Places and Foursquare checkins is today launching version 2.0 of its service with some major partners in tow. Virgin America, for instance, is using the platform to offer application users frequent flyer points in exchange for their checkins — a first for any airline.

Topguest, if you recall, allows users to checkin to places via their favorite third-party location service, and connect their hospitality rewards accounts to then tie checkins to points and loyalty programs. With the new launch, Topguest, which was once semi-service agnostic, is now only supporting Facebook Places and Foursquare and has a new mobile application for Android and iPhone.

Virgin America guests can now earn an additional 25 Elevate points per checkin to Facebook Places or Foursquare — at the airline’s airport terminals or baggage claims — for a total potential of 50 extra points per flight.

“Our innovative in-flight amenities have attracted some very tech and social-savvy flyers, so it is only fitting that we are now the first airline to offer its guests frequent flyer points for virtual checkins. Given the rapid growth of location-based checkins, this is something our flyers have actually been asking for — and we think it will give guests a compelling way to earn real world rewards for virtual checkins,” says Brett Billick, Director of CRM for the airline.

Virgin America is just one of many partners signing on to offer rewards through Topguest. The startup, which is also announcing a $2 million Series A this morning and has Peter Thiel (of Facebook fame) as one of its backers, has formed a strategic alliance with Hospitality Marketing Concepts, which means Hilton HHonors, Doubletree Hotels, Wyndham Rewards, Choice Privileges, Kimpton Hotels & Restaurants, Thompson Hotels and Avis Car Rental are now participating as well.

Some other top-notch rewards include 10% off rentals from Avis, 50 bonus points for checkins at Doubletree, Quality Inn, Comfort Suites and Cambria Suites hotels. Hilton HHonors members can also give a Facebook friend 25% off a Doubletree Bed & Breakfast reservation once they check in. The promotion is part of Topguest’s new social gifting program, which, by design, allows the hotel chain to measure loyalty and influence.

Today’s news is quite significant. The quality and types of brands that Topguest has signed on to offer checkin rewards may go a long way towards introducing location-sharing to audiences outside the tech sector. It may also serve as a catalyst for a surge in dummy checkins. We do find, however, that the connection between existing loyalty programs and checkins is smart and reminiscent of what Tasti D-Lite is doing.

Image courtesy of Virgin America

More About: checkins, location based social networks, location sharing, loyalty, MARKETING, rewards, virgin america

For more Startups coverage:


October 14 2010

Badgeville Gives Publishers Trendy, Plug-and-Play Game Mechanics


This post is part of Mashable’s Spark of Genius series, which highlights a unique feature of startups. The series is made possible by Microsoft BizSpark. If you would like to have your startup considered for inclusion, please see the details here.

Name: Badgeville

Quick Pitch: Badgeville is a social rewards and analytics platform designed to increase, maintain and influence loyalty for online publishers.

Genius Idea: Applications and web services that reward users through activity-based bonuses like badges and reputation tokens are very trendy right now. These game mechanics encourage repeat behavior, inspire user engagement and reward loyalty.

Badgeville was built to be a plug-and-play solution for publishers wishing to add these social rewards to their services without the heavy lifting.

Badgeville is a just-add-water way to reward your app users or site visitors for their actions. Publishers can define the user behaviors they want to reward and attach points, badges, trophies, levels, status and other forms of reputation to these behaviors.

Should a user “unlock” an achievement, those tokens can be shared to Facebook and Twitter, and users can earn more points in the process. Publishers can also highlight user behaviors through real-time activity streams, leaderboards or friends graphs that rank users against their friends. There’s also a Badgeville API for deeper site or app integration.

Obviously, the idea is to use Badgeville’s platform to motivate users to take additional actions and spread the word about your product or service as they level up or earn elevated status. As an user, these additional elements may turn an otherwise stale experience into a competitive sport. So users can prove their ultimate fan status for a blog, website or application they love and get digital rewards in the process. Who doesn’t appreciate a little recognition from time to time?

Badgeville is fresh on the scene but has $250,000 in seed funding and a client list that includes SlideShare, Comcast Sports and Philly.com. We find the idea to be promising, but we also see the potential for badges, reputation and rewards to lose their luster once they become commonplace.


Sponsored by Microsoft BizSpark


BizSpark is a startup program that gives you three-year access to the latest Microsoft development tools, as well as connecting you to a nationwide network of investors and incubators. There are no upfront costs, so if your business is privately owned, less than three years old, and generates less than U.S.$1 million in annual revenue, you can sign up today.

More About: badges, badgeville, game mechanics, loyalty, loyalty program, rewards

For more Tech coverage:


September 04 2010

5 New Ways Small Business Can Offer Location-Based Deals


This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

Location-based services, such as Foursquare and Gowalla, are proving quite popular with consumers open to sharing their locations with the world. They’re also built to be inherently business-friendly, as most allow retailers to incentivize checkins and social sharing behaviors in the hopes of attracting swarms of patrons to their businesses.

As the space continues to evolve, new platforms, technologies and services are emerging with the specific intention of helping small businesses reward their loyal patrons with deals for their in-store behaviors.

Small businesses looking for fresh and relevant ways to serve up location-based deals and stay ahead of the curve have numerous options. The following examples highlight how small businesses can leverage verified checkins, barcode scanning technology, group buying initiatives, activity-based rewards, and opt-in lists for innovative and mobile-friendly location-based deals.


1. Verified Checkin Rewards


Most checkin apps are designed so that small businesses can set up specials or rewards for checkin activity. Few, however, can truly verify that an application user is exactly where they say they are. For the small business owner to truly benefit from offering checkin rewards, verification is critical.

SCVNGR is an example of a location-sharing service built with verification in mind. The startup, which seeks to serve as a game layer for the real world, has a QR code checkin feature; businesses can display QR code decals to encourage patrons to pull out their mobile phones and scan the QR code to check in to their venues. Since the scan is tied to a specific location, the checkin is valid.

In general, QR codes present a clean way to tie a customer’s whereabouts to a physical location. Small businesses can choose to chuck the checkin app in favor of creating their own in-store QR code marketing initiatives — think scan-activated coupon codes or discounts — with the help of full-service QR code solutions such as ScanLife.


2. Social Barcodes


Small businesses sell products. Products have barcodes. New technology makes it easier than ever for consumers to create social experiences around products, and for retailers to reward them for their in-store scanning behaviors.

Bakodo is an iPhone app that can scan nearly all types of barcodes; consumers can use it to comparison shop, read reviews from friends, and make more informed purchase decisions. Stickybits has a mobile app that lets users create a social experience around products with photos, text, and videos. Even Shopkick, an automatic checkin service for retailers, has an iPhone app that supports barcode scanning activities.

As barcodes become more social in nature, small businesses have an opportunity to participate in product-driven communities and even reward consumers who scan in their stores. With Bakodo, for instance, small businesses can license a white label version of the technology to reward customers with discounts and coupons depending on what they scan.


3. Group Deals


Those following the group buying trend have no doubt noticed the growing buzz around Groupon and its many competitors. These deal-a-day sites allow small and local businesses to offer extreme discounts to new audiences. The formula has proven to appeal to customers looking for a deal, bring in new business, and create repeat business.

Interested small businesses can turn to services such as Groupon, LivingSocial, OpenTable, Yelp, or Zagat to help them facilitate a location-based deal. Better yet, there’s now a handful of do-it-yourself, deal-a-day software options. With Wildfire, for instance, businesses can offer their own group deals via their website or Facebook Page.

Another new option perfect for neighborhood bars, restaurants and coffee shops is GroupTabs. The service blends group buying with checkins, so that when a certain number of people check-in at the same place at the same time, they can unlock a pre-defined venue deal or special. GroupTabs is brand new and available in limited markets, but it hopes to expand and is accepting business requests via email.


4. Challenge-Based Rewards


In addition to QR code checkins, the mobile location-based game SCVNGR now enables any retailer to offer custom rewards to patrons who accrue points for specific behaviors — checking in, posting a photo, or completing a user-defined challenge — at their store.

The rewards platform is more flexible than those offered by Foursquare and Gowalla, and allows small businesses to decide how many rewards to offer, how many points customers need to unlock a reward, and how many times the reward in question can be redeemed. Patrons can also only attempt one reward at a time and can visually track their progress via a green status bar.

SCVNGR also sends out signage, QR code decals, table tents, and coasters to participating businesses free of charge to help facilitate the in-store behaviors. As such, the platform is perfect for small businesses looking to offer their own location-based deals.


5. Opt-in Deals


New startup Bizzy is designed to be the go-between for small businesses interested in distribution for their hyper-local deals and residents hungry for deals in their neighborhood. The service is designed with the intention of eliminating the clutter of traditional e-mail marketing campaigns by presenting deals and offers only to interested parties on their own terms.

Because Bizzy is opt-in for businesses and shoppers, it creates an ideal platform where local businesses can list deals that consumers want to find. Members can use the service to create their Bizzy List — a list of businesses they want to hear from — for a daily stream of related events and offers. Bizzy business members can create, manage, and track their deals, as well as personally engage with shoppers and build better opt-in lists.

Bizzy is accessible to consumers on the web, or via its iPhone, iPad and iPod Touch applications. Bizzy’s only downside is that it’s currently a beta service only available in Dallas, New York and San Francisco.

As location-based marketing continues to grow, there are more and more ways that small businesses can offer location-specific deals. Verified checkins, barcode scanning technology, group buying initiatives, activity-based rewards, and opt-in lists are just five new ways that small businesses can leverage location-based marketing for innovative and mobile-friendly location-based deals. Let us know how your small business is offering location-based deals in the comments below.


More Business Resources from Mashable:


- 5 Small Biz Web Design Trends to Watch
- Why Social Media Monitoring Tools Are About to Get Smarter
- Why the Social Gaming Biz is Just Heating Up
- The Future of Public Relations and Social Media
- HOW TO: Pick the Right Social Media Engagement Style

[img credits: Joseph Robertson, High Museum of Art]

More About: bakodo, bizzy, checkins, foursquare, gowalla, groupon, grouptabs, LivingSocial, MARKETING, opentable, qr code, QR Codes, rewards, scanlife, scvngr, shopkick, small business, stickybits, yelp, zagat

For more Business coverage:


August 20 2010

Earn Travel Rewards for Checking in to Facebook Places


Facebook Places may have just launched Wednesday, but those Facebook checkins can already be exchanged for travel-related rewards. Those rewards come courtesy of Topguest, an all-in-one checkin rewards service that has just upgraded to include integration with Facebook Places.

Topguest has tapped into the Facebook Places Read API to pull in checkins and apply them toward loyalty programs at partner hotels. Checkins at participating locales are automatically converted into points and deposited into the member’s points program accounts.

The service already does the same for user checkins that come via Foursquare, Gowalla, Brightkite and even geolocated tweets on Twitter.

Topguest members can make sure their Facebook Checkins count for points by navigating to the Settings section of the site and authorizing Topguest to pull in their Facebook Places checkins.

Topguest is just a few months old, so its partner programs are limited. Current partners include The Standard and Viceroy hotels, as well as Priority Club Rewards — the points program for Holiday Inn hotels — and Grand Guest travel rewards programs.

[via CNET]

[img credit: johnwilliamsphd]


Reviews: Brightkite, Foursquare, Gowalla, Twitter

More About: Facebook Places, facebook places api, loyalty program, rewards, topguest

For more Social Media coverage:


July 28 2010

SCVNGR Launches Sophisticated Rewards Program


When SCVNGR CEO and founder Seth Priebatsch dropped out of Princeton to pursue his startup full time, he spent the first year of operations going after enterprise clientele. Thursday, those behind-the-scenes efforts will culminate in a significant release that introduces a rewards element to game play.

At launch, 1,000 locations across the U.S. will begin rewarding SCVNGR users with freebies or discounts for completing custom-designed challenges at their venues.

Alternative shoe retailer Journeys is the biggest brand participating at launch and will be offering $10 off to shoppers at stores nationwide. Customers can complete six-second challenges inside stores, such as snapping a photo of their favorite skater shoes, to accrue the 35 points required to earn the $10 off coupon.

In case you’re still new to SCVNGR, as most people are, the location-based app is designed to serve as a game layer for the real world. It’s backed by Google and occupies a similar space as Foursquare and Gowalla, though it focuses heavily on challenges over checkins and has only just begun its consumer outreach.


SCVNGR Rewards


While SCVNGR rewards may sound like merely an add-on to the location-based game, the rewards program is quite sophisticated in nature and one that allows businesses to reward customers with whatever they choose based on progressive behaviors. It’s designed to be more business- and consumer-friendly than Foursquare specials, as rewards can be redeemed by anyone who earns enough points to satisfy the business-concocted challenges. It’s also designed to be a bit more cheater-proof.

Businesses decide how many rewards to offer at their locations, how many points customers will need to earn to unlock a reward and whether or not that reward can be redeemed again. Businesses can also set expiration dates on rewards should they so choose.

Customers earn points for the challenges they complete — checkins, social checkins, posting a photo etc. Players can see a list of nearby businesses offering rewards and can use the app to target which reward, say a free coffee at their local coffee shop, to go after at a particular venue.

Players can only attempt to complete one reward at a time. Progress per reward is charted with a green bar below the reward; players need to move the green bar all the way across to complete and earn the reward. Once they do, they’re presented with a tamper-proof reward screen they can show the retailer to redeem the prize.


Create-Your-Own Rewards Program


The new version of the app is available now, but the rewards program will go live tomorrow morning.

Thursday’s big launch involves businesses that SCVNGR has been working with behind the scenes, but eventually any business owner will be able to dream up and manage their own rewards. The first 50 businesses in the first 10 markets will get to use SCVNGR rewards free of charge. For latecomers, the startup will eventually charge $500 to $1,000 per year for a rewards pack for local businesses.

Starting August 15, Boston (SCVNGR’s hometown) and Philadelphia will be the first cities where businesses can get in on the create-your-own rewards action. Eventually SCVNGR will hit all markets with the do-it-yourself program, but San Francisco, Los Angeles, New York, Houston, San Diego, Seattle, Denver and Detroit will be first to follow the first two cities.


Decals, Table Tents and Coasters, Oh My!


Local businesses who participate and create their own rewards will also greatly benefit by the promotional freebies that SCVNGR will send their way to help them hawk their rewards.

The startup is using its Google money to send each business a bevy of physical marketing materials, including QR code business stickers (its version of decals and window clings), table tents, coasters, coffee-sleeves, signs, and “anything that they would want to use to get people playing SCVNGR and engaging with their locations,” says Priebatsch.

It’s an aggressive tactic and smart ploy that will go a long way to help make SCVNGR more visible than its more seasoned competitors.

[img credit: jking89]

More About: foursquare, MARKETING, rewards, scvngr

For more Social Media coverage:


June 10 2010

Earn More Perks Per Checkin With All-in-One Location App

This post is part of Mashable’s Spark of Genius series, which highlights a unique feature of startups. If you would like to have your startup considered for inclusion, see details here. The series is made possible by Microsoft BizSpark.

Name: Topguest

Quick Pitch: Topguest is a new platform that gives travelers loyalty points and rewards for checkins on all major geolocation applications.

Genius Idea: This app lets you check in using Brightkite, Gowalla, Foursquare, Twitter, Google Latitude, Yelp and Loopt. Not only do you get the standard benefits, badges or promotions from the apps you use to check in; you’ll also get rewards from Topguest if you check in at a partner location.

The service automatically gives travelers loyalty points and rewards for checkins on most of the major geolocation apps. Frequent “guests” get points from their existing loyalty programs and from Topguest partners when they check in at a hotel or frequent flyer lounge, when they hop on a plane or when they rent a car.

The first Topguest partner is The Standard, an upscale chain with hotels in LA, Manhattan and Miami. The initial promotion is for 25% off a room reservation after 10 checkins at a Standard hotel, bar or restaurant and a complimentary one-week stay for users who check in and stay at all four Standard hotels in a single week. Other rewards include spa treatments, boutique discounts and cocktails. The company says it will be announcing other partnerships with major travel brands later this year.

While we like the idea, this service seems geared toward the JetSetter/A Small World crowd of luxury travel aesthetes; in so many words, it’s the rare man or woman who manages to hit up all four coast-to-coast Standard hotels in a week. Topguest is going to need a lot more brand partnerships aimed at a wide variety of cultural and class strata if it’s going to scale. Then again, it might not need to scale in order to run a successful niche business.

On the technical side, the app is prettily built, but buggy. For a relatively new application, this is to be expected; but this app’s core functionality is its ability to integrate fluidly with a wide variety of location-based services; currently, it’s not there yet.

Play around with Topguest and let us know what you think in the comments. If the company introduced more partnerships, could you see yourself using this service?


Sponsored by Microsoft BizSpark


BizSpark is a startup program that gives you three-year access to the latest Microsoft development tools, as well as connecting you to a nationwide network of investors and incubators. There are no upfront costs, so if your business is privately owned, less than three years old, and generates less than U.S.$1 million in annual revenue, you can sign up today.



For more social media coverage, follow Mashable Social Media on Twitter or become a fan on Facebook



Tags: checkin, geolocation, lbs, rewards, startup, topguest, travel


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