Checking Out "Checking In" for Events

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Michelle Bruno

Writer, blogger, meetings & exhibition industry content developer. She blogs at Forkintheroadblog.com.

Location-based social networks, such as Foursquare, Gowalla and others, are growing rapidly now that mobile functionality has reached its tipping point. Using a mobile phone to "check in" at the local coffee shop, restaurant, or pool hall is a popular activity for people looking to connect with friends or those wanting to earn "badges" and other incentives in exchange for their loyalty. Location-based social networks are a perfect fit for the trade show and conference environment.

Each service uses the "check in" model a little differently. After downloading the app on a smartphone, some networks allow users see a list of nearby bars, restaurants and other places, select a location and "check in," sending an alert to friends using the service. Others prompt users to create instant chat rooms around locations or treat check-ins as keys to exclusive virtual "societies." Some let people buy virtual property around them (similar to Monopoly). One service allows users to check into locations to receive tips and suggestions on things to do nearby.

Live events have the buyer/seller engagement and attendee networking objectives down pat. Why not make it really really fun though? A new white-label, fully customizable and brandable geo location application developed with trade shows and conferences in mind called "Double Dutch" is bringing location-based social networking to an event near you.

"Attendees are checking into Foursquare, Twitter, and Facebook from every convention. And yet, without a smartphone solution, organizers have no way of harnessing this interaction into meaningful ways. As exhibitors do whatever they can to attract attendee attention, little is being done in the way of smart phone marketing. At Double Dutch we provide a smart phone solution for conventions to give their attendees social media games while providing exhibitors with the ability to market their brand," says Pankaj Prasad, the company's business development director.

Double Dutch offers all the basics of social check-in apps: adding friends from Facebook and Twitter, locating other friends who are checking in, searching for and rating venues, posting and browsing photos, etc. It also contains social game elements, such as badges for achieving certain milestones, a point system, recognition for players who have checked in the most, leaderboards to see who is winning the check in game and the option to post check ins on Facebook and Twitter.

Imagine an event where attendees are incented to check in to various booths, locations (four corners of the show floor, for example), or conference sessions. By doing so, they are rewarded with sponsor badges (think revenue streams). By posting their whereabouts on Twitter (to the event hash tag) and Facebook, more attendees become interested in checking in at the same locations. If a virtual event is also taking place, live attendees can check in at the online and offline events for more recognition.

Double Dutch offers users another advantage. Rather than pester Facebook friends who have no interest in checking in at a trade show (because they aren't in attendance), Double Dutch allows users to develop local communities or "temporary social graphs." Attendees can check-in and engage other attendees and exhibitors but they don't have to add them to their personal lists of friends and followers. "If you've met people at conference, you don't have to add them permanently to your larger digital life. If you hit it off, you can add them to Facebook later," Prasad says.

Double Dutch is particularly suited for events because it allows the event organizer to own the data and brand the interaction. The app name, logo and smart phone artwork, venue data (check-in locations), badges, and color scheme are all iterations of the event name and brand. A custom tab lets users click through to other web-based information such as the conference schedule, show floor plan, and agenda.

Double Dutch users can post reviews of speakers and use the app as a forum for asking and answering questions within the conference community. Organizers can use Double Dutch as an event monitoring tool by listening in on the conversation and posting photos to the event blog. Double Dutch is currently available as a native app for iPhones with Web-based access for other smart phones and mobile devices. In October, it will be a native app for the Blackberry.

Double Dutch's pricing model includes a one time set up fee ($10,000), plus a nominal hosting fee if event organizers want to keep the app functioning after the event. "We wanted to be significantly under every other price. Double Dutch is 1/3 the price of Foursquare plus it has much more functionality. The cost to develop a similar game in house is anywhere from $45,000 to $60,000," Prasad explains.

Social games using geo-location networks enrich the live event experience. Educational elements can be added to the game environment to provide a more fulfilling attendee experience. Game features encourage participants to move throughout the event and engage with exhibitors. Double Dutch may be the first of many solutions to originate in the public sphere and find a home in the event world.