Foursquare means business. The 1-year-old startup now has a huge brand — Starbucks — using its platform to test out an experimental customer rewards program.

Starting today, frequent Starbucks visitors who check in at retail locations using Foursquare will earn customer rewards. Although there’s no financial incentive or free coffee to begin with, customers can unlock the “Barista badge” after five checkins.

Of course that’s just the beginning; the coffee behemoth plans to use Foursquare as a testing ground for alternative reward strategies and to unlock “the pulse of the experience” for each store.

If you think this is a straight-up play to offer location-based mobile coupons, think again. The New York Times Bits Blog writes that the company is “hoping to use Foursquare to provide even more meaningful prizes, like invitations to special events, photo-sharing or online reputation scores.”

As Starbucks figures out how best to leverage the checkin, we have to step back and appreciate the magnitude of this decision. With Starbucks on board, there’s no question that Foursquare has all the tools necessary to appeal to — and reach — a mainstream audience. Plus, now that a second company (the first was Tasti D-Lite) is tapping into Foursquare as a loyalty program platform, the additional proof of concept will pave the way for other businesses to follow suit.

[img credit: Bits blog]

Tags: foursquare, MARKETING, starbucks

Just go to SXSW.alltop for all the action if you can’t make it! Actually, maybe if you can too.

Amybeth Hale is a Talent Attraction Manager with AT&T’s Interactive Staffing team. She uses social technology to help drive awareness of job opportunities as well as interact with candidates. Connect with her on Twitter at @researchgoddess.

As conference season is upon us (including SXSW, of course), I began thinking about all the things one might need to survive and stay connected with a busy schedule of travel and networking. Personally, I’m headed to San Diego to attend both SourceCon and the ERE Spring Expo.

Then I remembered that I’m the proud owner of an iPhone, and that almost everything I’ll need to make it through is easily accessible and at the tip of my fingers. Here are some of the apps which I believe will help you navigate, stay connected, and meet new friends when you attend a conference.

If you’re the ultimate procrastinator and you haven’t yet booked a hotel, even on arrival at the conference, the Priceline Hotel Negotiator app is for you. It pairs a great deal-finder with some comic relief in the form of William Shatner, the Priceline Negotiator. Just load up this app and shake — you’ll get a chuckle and some sweet hotel deals within a radius of your current location.

Cost: Free

So you’ve booked a hotel, but the room doesn’t offer complimentary WiFi (grr!). This app will use your location to find some local spots that offer free WiFi access. You can tailor your results from as near as 0.1 mile away, to as far as 40 miles. You can also filter results by categories such as libraries, cafes, airports, and hotels. You could probably couple this app with the Priceline app to make sure you don’t book a hotel room without WiFi in the first place.

Cost: Free

Let’s say you’re in a city you’ve never visited before, and you want to find some cool stuff to check out. Sure, you could use Yelp, but where’s the augmented reality fun in that? My former co-worker Tim Sears created this app, and it’s a neat way to find anything from ATMs, to gas stations, to hospitals, to movie theaters. Better yet, you can also check out who else is tweeting around you locally, who is sharing Flickr images, and learn about local attractions via Wikipedia and Bing search functionality. Note, this app works best with the iPhone 3GS.

Cost: $0.99

Foursquare is a great way to see who else is hanging out at the same locations as you, and the gaming element of earning badges for check-ins is just plain fun. You earn points for checking in to multiple places in one day and for being adventurous and going to new places. You can see what your friends have been up to, leave tips and to-do items for other travelers, and tweet out your locations so that others know what’s going on. At any social media-minded conference, there’s sure to be a lot of location-based networking to be done through Foursquare.

Cost: Free

Gowalla is very similar to Foursquare in terms of location-based social networking, though I personally like Gowalla’s graphic layout better. Gowalla also allows the creation of user-generated “trips” that you can take, like the SEC Football Stadium Trip, or the Austin BBQ Bonanza (for those headed to SXSW). Again, you can see where your friends have been and also see who else is hanging out at your current check-in location. It’s a great way to meet and make new friends at a conference.

Cost: Free

I fully intend to take a ton of pictures at both conferences I’m attending. Though I do intend to bring a fairly nice (and very large) digital camera, there’s no greater instant gratification than snapping a photo on your iPhone and sharing it with the world. The TwitPic app lets you do this in four simple steps: Choose a picture from either your camera or a photo album; Write a comment; Log into your Twitter account, and; Send away!

Cost: Free

You want to share a really fun moment from the conference, but a still photo simply won’t do it justice. Or perhaps you want to share a little taste of a presentation, or do a live interview with another attendee. This app lets you stream live video from your iPhone directly through your Ustream channel. You can set it up to automatically tweet when you are live, as well as take instant polls from viewers. It’s an easy way to share some live moments with those who could not be there.

Cost: Free

This one’s a no-brainer. Who doesn’t have the Facebook app on their iPhone? Use it to keep up with your friends back home and share updates about your trip. Made a new contact at the conference? Just search for them in the app and add them as a Facebook friend.

Cost: Free

I’ve only recently been introduced to Brizzly, but I really love it. For those of us who manage multiple Twitter accounts, this is a great alternative to trying to navigate the mobile version of CoTweet (which currently does not have an iPhone app). With Brizzly, you can connect to up to five Twitter accounts, as well as Facebook, and keep on top of everything. You can also save searches and upload photos. The only functionality I miss is the column layout from TweetDeck, but Brizzly certainly gets the job done.

Tip: Create your Brizzly account on a computer before you download the app, as it makes for quicker set-up on the iPhone.

Cost: Free

Glympse is a really cool app that lets you share your location with others. But it’s more than just a geo-tagger — it shares your ongoing location. Basically, you can create and share your own “breadcrumb trail.” You can set it so that people will be able to access your location and follow your movements from within five minutes, and up to four hours. This is a great way to share which sessions you’re in with fellow conference-goers so they can easily find you.

Cost: Free

Like a good blogger, I plan to push some content to my readers while I’m at the conferences. Now I can do that right on my iPhone. This app works with both .com and self-hosted WordPress blogs. You can moderate comments as well as add and edit your posts from this app. It’s a nice little travel tool for bloggers who may not always have access to laptops or WiFi.

Cost: Free

You want to stay connected with your fellow conference-goers, but you a) Forgot to bring enough business cards, or b) Decided to “go green” and skip the paper cards all together. BeamME lets you e-mail, text, or tweet all of your contact information to someone instantly. BeamME users can easily reciprocate and shoot their information right back. Plus, your contact info arrives in a manner which can be downloaded in a nice, tidy vCard format.

Cost: Free

Do you have any other favorite apps that would be great for conferences? Add them in the comments below!

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Tags: brizzly, conferences, facebook, foursquare, gowalla, iphone, iphone apps, List, Lists, Mobile 2.0, sxsw2010, twitpic, twitter, ustream, wifi, Wordpress

LivingSocial, once one of the top Facebook app developers but is now focused on online daily deals, has raised a warchest of $25 million from investors in a Series B funding round.

LivingSocial, based out of Washington, D.C., is the creator of the Visual Bookshelf, Pick Your 5, and Polls Facebook applications, all of which were popular during the Facebook app development gold rush that occurred in 2007 and 2008. Since then though, the company has shifted its focus on the lucrative market of daily deals — one dominated by Groupon, which garnered over 2 million U.S. visitors last month alone. Essentially the website promotes one big deal per city per day, mostly via a daily email newsletter.

To compete with its bigger competitor, LivingSocial has assembled a $25 million warchest from U.S. Venture Partners, Grotech Ventures, and Revolution, LLC (owned by former AOL CEO Steve Case). The company says it will use the funds to expand its LivingSocial Deals platform into more cities, starting today — Denver, Raleigh Durham, San Diego, and Chicago are all now get daily deals. The latter is interesting because Chicago is the home turf of Groupon.

The daily deals market may not be all that sexy, but it has proven to be profitable and popular. It makes sense that more companies want a piece of the pie that Groupon currently dominates. With $25 million, LivingSocial is now on par with the $30 million Groupon recently raised. A daily deals war looks to be brewing.

If you’re a gamer, you might have heard about yesterday’s news about the PlayStation Move, Sony’s answer to the Wii Remote and Microsoft’s upcoming Project Natal motion controller. In a demonstration yesterday, the company showed off the device, which utilizes remote-like controllers and the PlayStation Eye camera to capture your movements and turn them into actions on the screen.

We’ve seen plenty of screenshots and heard a lot about the controller’s capabilities, but we wanted to find out for ourselves whether it really could make the PlayStation more competitive with its counterparts. That’s why I decided to take the system for a test drive here at the Game Developer’s Conference (GDC) in San Francisco, California.

Did it live up to expectations? Could it challenge Nintendo and Microsoft in gaming? I’ve got some thoughts on the matter:

First, a little bit about the PlayStation Move: it is a two-part control system. First are the handheld controllers, which act essentially as Wiimotes. The main controller comes with a lighted color ball on the top though — this is an essential component for the second part of the Move: the PlayStation Eye camera, which tracks your movements on screen. Combined, you get a controller system.

When I held the remote-like device in my hands and actually got to play with it, I immediately became aware of two things: its accuracy and its augmented reality features. It feels just a little more precise than a Wiimote with the MotionPlus controller. Because it uses the camera rather than the senor bar that the Wii utilizes, it can more accurately catch your motions. It also translates them onto the screen with your face on the TV.

I was impressed with the augmented reality aspect of the PlayStation Move more, though. The lighted ball on my controller turned first into a paintbrush, and then a fly swatter. It didn’t have the lag that a lot of other systems deal with, which made the experience enjoyable.

Is it that much better than the Wii, though? To be honest, I think the answer to that question depends on how developers use the PlayStation Eye camera to enhance their games. If they focus on the controllers, then it’s just a fancy Wiimote. If it focuses on bringing you into the game via the camera, then there are some real possibilities.

In the end though, Microsoft’s Project Natal is still going to garner the attention and the hype, as it is a bolder step into motion control. Sony essentially played it safe with the Move, while Microsoft’s implementing an all-or-nothing strategy with Natal.

Here is me in action with the PlayStation Move:

Tags: games, gaming, microsoft, Natal, Nintendo, playstation, playstation move, project natal, sony, video games, Wii, xbox

I'm baking a cake right now. It's one of my spontaneous cravings I decided to cave in to.

Actually it wasn't that spontaneous. It's my sister's 13th birthday. But she lives four states away. Just talking to her about her birthday made me want cake. So I bought some cake mix on the way home from work. I need to get my sugar fix out of me though before my gestational diabetes test on Monday!

read more

Google has announced the initial roll-out of a new feature for its mobile product search: Local inventory checks. This means that you can look for a product and then find out if a store near you has it in stock.

To try out the new “in stock nearby” feature, go to Google.com on your iPhone, webOS, or Android phone (basically anything that uses Mobile WebKit) and then select “Shopping” from the “More” link. As long as you have enabled your location, when you search for a product, it will let you know in the results if a store nearby has it in stock.

For instance, I want to get a new Blu-ray player for my bedroom, and I’m thinking about getting the LG BD-570. Searching for this tells me that Best Buy carries it and that it is in-stock nearby. When I click on that link, I get a listing of stores based on their proximity to where I am, and whether or not the product is in stock. From here, I can either get directions to the store or call them directly.

It’s a pretty cool concept, albeit limited with only a few stores in the program right now. It certainly adds a more useful element to local shopping, especially while on the go. We’d love to see this rolled into the Google Shopper app for Android too.

What do you think of being able to check inventory levels from Google? Do you use Google’s mobile product search? Let us know!

Tags: best buy, Google, Google mobile, Google Mobile Search, Mobile 2.0, sears, shopping, williams sonoma

Books are great for getting started with a new area because they typically cover it well and start gently introducing the basics. If you are just starting up trying to learn JavaScript this post is just what you’re looking for as it list 10 really good books that will get you started well. The JavaScript books are sorted by difficulty, easy to hard, to help you pick the right books at the right time. Reading books online or as a PDF have become very popular and while it may not be as convenient as having a paperback (unless you have a ebook reader like Kindle) it is quite easy to find stuff because you can simply search it. Some of the books are available as ebooks if that is what you prefer.

by Steve Suehring

Yes, this is the first JavaScript ebook that I think you should begin; you do not need to have programming experience to learn this ebook. Throughout its content, you will be taught about the JavaScript programming language step by step with easy-to-follow exercises, examples, codes, … Get ebook here.

This ebook released the 3rd edition; and you’re able to learn how to take advantage of native JavaScript objects, manipulate objects and everything else to develop the interactive, robust, and personalized pages using JavaScript. This is also one of step-by-step JavaScript ebooks you should learn.

by John Pollock

The Third Edition of this ebook is just released recently. From this ebook, you’re able to learn the lastest JavaScript features, how to add interactivity and special effects to Web sites, and work with XHTML Transitional … along with John Pollock through step-by-step tutorials. Get ebook here.

by Michael Moncur

JavaScript is one of the easiest, most straightforward ways to enhance a Web site with interactivity. And Sams shall teach you all everything about the JavaScript programming language by easy-to-understand tutorials. This book includes material on the latest developments in JavaScript and Web scripting. Get ebook here.

Scott Duffy shall show you how to write basic to advanced JavaScript applications by step-by-step live demos/examples. This JavaScript ebook includes three parts, 15 chapters; give you one fully, friendly, solutions-oriented guide for JavaScript problems.

by Joe Burns & Andree Growney

This JavaScript ebook written from the live demos, step-by-step tutorials and quick examples in www.htmlgoodies.com, to help you to start JavaScript with basics, such as: syntax, variables, events, functions, common errors …

This ebook is divided into three part. You will know about the theory and syntax of JavaScript in the first part, this part includes 22 chapters and covers everything about the JavaScript programming language from statements, functions, objects to arrays, windows and frames. The part two of this book is the Core JavaScript reference. The third part gives you the overview about Server-side JavaScripts, along with W3C DOM properties and functions that will be of interest to both client and server-side coders. Get ebook here.

In the world of Web 2.0, JavaScript (along with AJAX) and DHTML are the indespensable factors to build an interactive website quickly. And by the support of this JavaScript ebook, you have many solutions to solve the problems on the client side scripting that web developers commonly face. This ebook contains 15 chapters and 3 appendices, includes more than 150 examples for subjects. Get ebook here.

by Richard York

jQuery – the best solution (this is my personal only) to reduce the amount of JavaScript code you need to write. In this book, the author shows you how to quickly get started utilizing the JavaScript jQuery framework, through code syntax highlighting system. And from its content, you will learn many basic, interesting concepts about jQuery such as: installation, testing code, handle the array, show, hide, slide, and fade elements with smooth animations and transitions, …

by Alexei White

This is last one I want to recommend you, that’s the completed book for the full reference about JavaScript programming language. This is the combination of tutorial book and a reference guide, so you can learn everything about utilizing the JavaScript programming language such as the core features of JavaScript, including types, objects, operators, syntax, and regular expressions, work with function and object, … Besides, you’re able to master methods to use JavaScript with different platforms like Microsoft’s Silverlight, Ajax, Flex, Flash and AIR.

You can buy these JavaScript books from Amazon.com or the website of publishers for the copies of paper easily and quickly, because they’re all very popular books about the JavaScript programming language. Make sure you visit JavaScriptBank.com where you can find a lot useful information on JavaScript and even more inspiration on books to read.

Hope you like this post and that it will help you improve your JavaScript skills.

Author : Cao Phong

is the Web developer for 5+ years with PHP, JavaScript, CSS. He is the creator & the administrator of JavaScriptBank.com: provide you thousands of free JavaScript codes, DHTML, JavaScript tutorials, training videos, examples, reference and help

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Mashable is proud to support the WeCanEndThis campaign, the Official Cause Project of SXSW.

WeCanEndThis offers the entire SXSWi community the opportunity to work together with Feeding America, Share Our Strength and Capital Area Food Bank of Texas to help solve a major social issue. There are three main ways to get involved: Commit, Brainstorm and Donate.

1. Commit to End Hunger: Go to WeCanEndThis.com and donate a “Digital Can.”

- Each digital can is a vote for your state

- Top 10 states receive 150,000 real meals each from Tyson Foods

- Last day to donate a “Digital Can” is March 18 at 5 p.m. EST

2. Brainstorm: Join the Cause Lab on Monday, March 15, where innovators from all disciplines can come to the Austin Suite (3rd floor of convention center) to solve three main challenges:

- How do we design a hunger-free community?

- How do we humanize hunger using data?

- How do we accelerate local action?

3. Donate: Donating money benefits Share our Strength, Feeding America and Capital Area Food Bank of Texas. The goal is to raise $25,000 to trigger a matching grant from the ConAgra Foods Foundation.

Bonus: Share and Follow on Twitter (@WeCanEndThis) and Facebook

Tags: sxsw, sxswi, wecanendthis

With over 26,000 followers, West Hollywood’s Roxy Theatre is the most popular club on Twitter. Just short of half a decade earlier, however, the fortunes of the historic venue and many of its neighbors on LA’s infamous Sunset Strip were waning and in need of serious attitude adjustment.

We had a chance to talk with Nic Adler, owner of The Roxy and the man behind the club’s transformation from “castle on the hill” to social media juggernaut, about how Twitter and other tools helped not only reverse the fortunes of businesses on the Strip, but build up a stronger, more vibrant local community.

If you’re a small business wondering how social media can be relevant to you, someone in public relations looking for creative ideas, or an organization looking to take your first steps into the waters of social media, you’ll want to read on for a resounding success story and a number of practical tips. If you’re a music fan, don’t touch that dial or miss a slice of history.

The Roxy Theatre has been graced by numerous musical legends in its 37-year history, from Motley Crue to Nirvana to Bob Marley to a venerable pantheon of who’s who in rock history. The Rocky Horror Show and Pee-Wee Herman were launched there, and the upstairs bar was a regular hangout for folks like John Lennon, Alice Cooper, Keith Moon, and John Belushi.

Fast-forward to the mid-2000s though, and the grunge scene had come and gone, displacing a good chunk of what was once perceived as an unstoppable draw to the Strip — one that had easily brought in locals and tourists alike. “The Strip has always been busy and always had relevance, but in the last 10 years we hadn’t had our best 10 years,” says owner Nic Adler, son of one of the club’s founders (Lou Adler, legendary manager and producer of artists including The Mamas & the Papas, Carole King, and Sam Cooke).

Part of the problem? The “velvet rope” mentality. “We on the Sunset Strip just thought we were on this golden hilltop, that we don’t have to listen. And we just created these walls around the venues, almost like these castles on the hill, and stopped talking with each other, and didn’t really participate with each other.”

What ended up turning the fortunes of not only The Roxy but a good chunk of other businesses on the Strip? A creative and unique social media campaign that began to build offline community using online tools. “We switched over to a blog format about three and a half years ago, and started to understand that there was this conversation going on. And that we could participate,” says Adler of their first steps into social media.

Early on, the club faced the question of how to approach their nearby neighbors and ostensible competitors for the time and dollars of Sunset Strip clientele. “We got on Twitter pretty early, May 2007, and we got up to about 10,000 followers. The Viper Room had just gone through some new ownership and they popped up and started tweeting. We had this conversation in the office, wondering ’should we retweet them?’ We have these 10,000 followers who would probably be into the Viper Room — do we do this ‘coopetition’ thing?”

Deciding to retweet them ended up being the best choice, because shortly afterward, a new bond was formed and other clubs on the Strip began to take notice. The Comedy Store down the street got on Twitter and joined the conversation, and “from there it just went from one business to the next, and it just grew. And because we had started this new relationship — a clean slate — it didn’t have anything to do with the bookers, or who had more people at their show, or anything. It was a whole new relationship that was created online with the clubs.”

Beyond revitalizing an audience of patrons (which we’ll talk more about in a bit), the Sunset Strip’s embracing of social media led to a regrouping of business owners who are taking a fresh approach to their local community. From creative adoption of Twitter and other tools, The Roxy and its neighbors discovered “we can revive ourselves and take a fresh look at what’s happening out there and not only get the actual customers back, but even affect the government — I know that sounds crazy, but literally, we go down to the city council meeting together and there’s 40 business there. And we’re all talking together and we’ve become a really strong voice within our city to get things done.”

From rewarding loyal club fans to transforming customer service, Adler relayed some creative and unique initiatives that The Roxy and other businesses on the Strip have employed to great effect. A “Tweet Crawl” event was first held in July 2009, where several businesses partnered up to invite the Twitter community for an all-night mosey down Sunset Boulevard with free access to clubs, food and drink specials, and hidden prizes and giveaways handed out via clues on Twitter. Now in its third incarnation, the most recent Tweet Crawl grew the participating crowd from 40-50 up to around 100 crawlers. “Something I miss from my youth is seeing people walk on the Strip and go from business to business. So not only are we doing this community thing online, but we’re actually getting these people to go to these places.”

Another initiative, Club Rox, sold 100 “all-you-can-eat” annual passes to the club for $100 each. Buyers get as many shows per year as they want to attend, front-of-the-line access, a special custom drink menu, and half price deals on everything at the bar. The passes, only advertised on Twitter, sold out in three days and had a far more positive effect than Adler and his team expected. “It created this group of 100 people who are so passionate about The Roxy, and there are people who have come to over 20 shows already this year. We thought we were getting something maybe financially, but we ended up getting this voice of this group of people who are super positive about The Roxy and love music.”

The group avidly uses the Twitter hashtag #ontherox to represent themselves. “They’re one of our greatest assets. They talk about the shows all the time, they always tweet when they’re here,” says Adler.

Also just launched is the Sunset Strip VIP Pass program, which gives any customer staying at participating Strip hotels free front-of-the-line access to participating clubs. The initiative runs for the next six months through the summer, and encourages tourists on the Strip to stay in the area instead of hopping in the car to drive over to Hollywood or Universal City. “Personally I’ve done it a million times and it’s one of my favorite things to go see three or four bands in a night and hang out on the Strip,” says Adler of the VIP program.

The Real Sunset Strip is a weekly weekend Ustream show that aggregates the news and events of the week from around the various venues on the Strip. Photographers send in photos from the week’s events, celebrities come down for interviews, and Adler et al grab passersby on the street for short segments. Sometimes they’ll broadcast right from within the venue. “The club is going on but there’s a TV show happening right in the middle of it. That’s been a great way to tie the different businesses together.”

Adler had a robust Wi-Fi system put into The Roxy specifically to encourage patrons to livestream during shows, share photos from the club, and generally get content out surrounding what’s going on at the venue. Licensing issues prevent the club from doing the official livestream events it has long been interested in. Lots of companies are also interested in partnering on livestreams, but “you can’t get any bands to do it because they don’t have the right to give away their own music when they show up here, and who’s going to get a lawyer to go through contracts with all these bands?” So instead, the in-house Wi-Fi provides a platform for the audience to do their own livestreaming, and The Roxy will retweet the links. Adler says, “I’ll go down during the soundcheck and do 10 minutes of Ustream on the phone and people love it. They eat it up.”

And of course, giveaways are also a popular and frequent method of both bringing in repeat business and giving something back to loyal customers. Offers like “the next 5 people to hit us up get two pairs of tickets and VIP passes,” or “the next person to hit us up gets a month of Roxy shows,” often do well. The people who win are the ones who actually show up. They’re happy about the experience, and they tell their friends. “It’s a positive cycle that’s starting to happen not just at The Roxy but all over the Strip,” said Adler.

While Adler doesn’t see more traditional methods of marketing going away any time soon — “We still have a publicist, we still have a street team that comes and picks up their fliers on Tuesday to distribute them. I don’t think you can totally write it off,” — he sees social media as essentially a no-brainer for businesses to get into. “It’s a [much] better way to do business. Be honest and keep that conversation going.” Nevertheless, it might not be any singular tool that will do the trick, and it behooves companies to investigate what methods their audience uses to find them and make sure they have a presence there. “People find you in many different ways, and you have to find out how people do that — it’s constantly changing.”

Tools like Foursquare are becoming more relevant especially to local business, although Adler still sees that as something “on the horizon. I would love that Foursquare were stronger.” Nevertheless, depending on the nature of your business, diving into emerging tools might help you reach the right audience. “With LA, it’s a different kind of market than Main Street America. If you have that person who’s on Foursquare, it’s usually someone that’s a first-adopter — someone that other people are listening to and watching to find out the next thing.”

Facebook is another staple these days, and Adler had great things to say about the social network’s ad platform and its ability to finely target a desired audience. “I discovered how amazing the ads are on Facebook. If I can get that target number down to 5,000 people, that’s who I want to be advertising to. I don’t think it really helps to go to 100,000 people; I think your ad gets lost. Getting very specific works.”

Still, Twitter remains a primary tool for The Roxy and other clubs on the Strip for a number of reasons, one of which is immediacy. A patron’s tweet about a weak gin and tonic earned her a visit from Adler and a complementary drink refresh. “It was kind of an awkward moment because she’s like, ‘Oh, are you stalking me?’ [laughs] But it turned into a good thing because she ended up being happy. It’s actually brought [customer service] at The Roxy to an amazing level … Having that relationship will really bring people back.”

Having a large number of followers and clout on Twitter also becomes a draw for the bands that play at The Roxy. “Our social media is starting to be a reason for bands to play here because they want that Twitter contest, or whatever influence we might have out there on Twitter — they want a piece of that. That part makes Twitter important.” Twitter is used to knit together the entire experience of a show as well. These days, many bands and their individual members are on Twitter, in addition to the audience. “We do maybe two or three actual tweets [per] day, maximum, and then the rest of them are really using other tweets to tell our message — whether it’s a fan that’s talking about the band, or the band talking about their experience, or connecting up the people who are thinking of coming to a show. It’s a little easier and faster to connect on Twitter than on Facebook.”

Mobility is also key, and access to Twitter from almost any phone, whether smartphone or not, simply makes it more accessible in that regard. “Facebook to me is someone at home, whereas Twitter I feel is someone on the go. They’re either coming to the venue or figuring out where to go — it’s more mobile.”

What if you’re a small business just trying to get started with social media? Adler had some good advice on how to dive in, and primary among the concepts is to start slowly. “It almost sounds old school now, but just starting with a blog was a huge step into everything. It’s like Twitter in slow-motion. For someone that is just coming into this, it teaches you about content.” It’s also a great introduction to bi-directional conversation for brands. “…the comments on the blog — it was my first time listening to what people had to say about what I was putting out there. It’s an awesome moment.”

Adler also speaks to defining your business’s personality as a key component in developing a voice online. “The personality — whether it is on your blog or Facebook or Twitter — make sure that the personality of your business is apparent. That’s a huge step for a lot of businesses because a lot of them don’t even know their personality … What if your business was a person? How would it act and interact with people? Most businesses probably couldn’t give you that answer. But I think defining that and learning what that is was a huge part of our growth here.”

Using Twitter to gather information is also a powerful way to bring the huge amount of new data that’s out there to bear on your business knowledge. “Being able to track the bands in the weeks coming up to the show is great. You can learn a lot about a band and their fans: What kind of drink specials should we have? Is this a Dewar’s crowd or a Bud Light crowd? There’s a lot of data out there we collect. Also when people leave, we want to hear that exit comment. And we’re the first to do something about it — if it wasn’t a positive experience, we want to fix it.”

Building an audience online also helps solve one of the problems that’s often referred to as a business’s number one fear about embracing social media: What happens if and when people are making negative comments? Building up a supportive community can help crowdsource a way of dealing with that. “If someone tweets something like ‘The Roxy is old,’ I can’t wait to retweet them and say, ‘anyone want to tackle this one?’ because literally 40-50 people will tweet back with supportive messages. So you have this awesome community that starts to back you once you define yourself.”

Overall, for businesses just getting started with social media, the key point is to start slowly. “Starting small was key for us. We went from a calendar-style website that was one page and hadn’t been updated in 2 years, to a blog and all of this.” At first, “I thought it was advertising — that doing the blog was an advertising tool. It turned out to not be that. It turned out to be more of a roadmap of what we should be doing and who we are.”

Nic Adler joins The Comedy Store’s Alf LaMont and The Viper Room’s Nathan Levinson at SXSW 2010 for a panel entitled “A Social Media Case Study of L.A.’s Sunset Strip” on Thursday, March 18 at 3:30pm.

Connect with The Roxy:
- On Twitter
- On their home page
- On MySpace
- On YouTube
- On Flickr

[Image Credit: Totallylikeduh!]

Tags: blogging, BLOGS, business, interview, live music, MARKETING, music, roxy, small business, social media, twitter

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