»
S
I
D
E
B
A
R
«
PlayStation Move: We Take It For a Test Drive [VIDEO]
Mar 11th, 2010 by Koen

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:


PlayStation Move: Sony Played It Safe


First, a little bit about the PlayStation Move: It’s 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 sensor 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:


PlayStation Move Demo Video



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


Twilight Super Fan Goes Crazy Over “Eclipse” Trailer [Viral Video to Avoid]
Mar 11th, 2010 by Koen

If you’re one of those folks who responded to news of the Eclipse trailer today with a disgusted, “No thanks,” you really won’t want to watch this.

Super Twilight fan and YouTube star NuttyMadam3575 recorded her reaction to the Eclipse trailer, unloading it to the Internet to the joy of many a video site. She did the same thing with the New Moon trailer, apparently, and garnered half a million hits.

If you have an extra six minutes or so (and some high-quality ear plugs), you could take a peek at her new video… or not. But now you totally are, because I told you not to. #reversepsychology


Reviews: YouTube, twilight

Tags: eclipse, Film, twilight, twilight: eclipse, viral video


12 iPhone Apps for Surviving Conference Season
Mar 11th, 2010 by Koen

iphone sxsw imageAmybeth 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.


Accommodations


1. Priceline Hotel Negotiator

Priceline iPhone App

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


Connectivity


2. Free Wifi Finder

Free Wifi Finder iPhone App

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


Local Stuff


3. RobotVision

Robot Vision iPhone App Image

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


4. Foursquare

Foursquare iPhone App Image

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


5. Gowalla

Gowalla iPhone App Image

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


Pics and Vids


6. TwitPic Uploader

TwitPic Uploader iPhone App Image

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


7. Ustream Live Broadcaster

Ustream Live Broadcaster iPhone App

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


Social


8. Facebook

Facebook iPhone App Image

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


9. Brizzly

Brizzly iPhone App Image

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


10. Glympse

Glympse iPhone App Image

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


11. WordPress

WordPress iPhone App Image

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


12. beamME pro

BeamME pro iPhone App Image

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!


More iPhone resources from Mashable:

- 10 Essential iPhone Apps for Runners
- 10 Best iPhone Apps for Dog Lovers
- Top 10 iPhone Apps as Judged by Mashable Readers
- 10 Fun iPhone Apps for Beer Lovers
- Mashable’s New iPhone App: Download Today!


Reviews: Bing, Brizzly, Facebook, Flickr, Foursquare, Gowalla, TweetDeck, Twitpic, Twitter, Wikipedia, WordPress, Yelp, cotweet, iPhone, ustream

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


LivingSocial Raises $25 Million to Take On Groupon
Mar 11th, 2010 by Koen

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.


Reviews: Facebook


Hacking Ribbit
Mar 11th, 2010 by Koen

Ribbit has been around for a while and beside Lee Brimelow's great introduction tutorial on gotoandlearn.com, I did some experimenting in order to achieve results needed for my application. Because I live in Bosnia and Herzegowina, it was a bit difficult to work on the calling feature. My ambitions were not to call ordinary phones using Ribbit. The feature that excited me even more was the VoiceMail feature. Finally there was a technology that was able to record and manage voice mails directly from the web site. A great feature with millions of possible implementation scenarios. Unfortunately this tutorial will be able to show only one.



img1.jpg

So, in this tutorial we will use Ribbit and Flex to create a small web client that will be able to create, record and send voicemails to the owner of the website. Let's call it a small blog phone. The whole tutorial will consist of 3 parts:

  • Setting up Ribbit (account, components download etc.)
  • Creating the interface in Flex
  • Testing and having fun online

Before we start, here is a sample image of what we are going to create.


img2.jpg
Two buttons on the interface, nothing more! Yes, it looks a bit scarce, but it really has all the functions we need.
There is an old qoute that says „Perfections is not achieved when there is nothing more to add, but when there is nothing more to remove“. The same applies for this small app that we are going to create. With the idea of a small voicemail client of the web, we immediately have lots of other ideas of how this could be implemented immediately on the web. We could add background graphics, labels, different fonts etc. Well, forget about it now, let's complete this small app that we see on the image above. After that everybody has the freedom to implement any features.
Setting up Ribbit (account, components download etc.)
First thing we need to do is to go to the Ribbit home page (http://www.ribbit.com/).
Ok, then we need to click on the tab that says „Ribbit for Developers“.

img3.jpg

We will immediately land in the Ribbit developer center.


img4.jpg

In order to start developing using Ribbit services, we need to sign up as Ribbit developer.


img5.jpg

After the sign up process, we should sign in and start an application:


img6.jpg

Here is how I filled it out:


img7.jpg

We should select the private domain and as the project app name, please select a different name because every app name needs to be unique. Add the primary contact details and press submit. We should receive the following data about the newly created app:


img8.jpg

We got the application id, the consumer key, the secret key and the domain. Not all of those parameters will be required for our application to run. Well, before we move on, it should be mentioned that by default Ribbit gives you 5 free voice mail boxes that you can use. For every other a fee needs to be paid. This means you can bound 5 email adresses to 5 voice mail boxes.
Go to the Flash center and download the Flash SDK.


img10.jpg

Ok, when dowloaded, when we extract the zip file we get the fancy SWC file:


img11.jpg

All the magic is containted inside the small SWC file, how cool! This swc file can be imported into any editor, Flex Buidler, Flash CS4 and Flash Develop. There is no separate SWC file for each IDE and this makes the life for us developers much easier, yeah! Copy the SWC to your project folder and get ready for development since we are diving into the coding adventures.
This way, we prepared all the necessary elements on the main Ribbit website. We can leave the website but save the parameters above somewhere in a text document to have it ready because we will need it later in the code.
Creating the interface
Since we have all the params, let's move on to the development of the interface. We can work either in Flex, FlashDevelop or the standalone MXMLC compiler. In my case I will use Flex and create a new project:

img12.jpg
Now, the next thing we need to do, is to make the necessary imports of libraries. I will just import the Ribbit library to the project tree.

img13.jpg
As we can see the bottom, the ribbit library is imported. If you are using the Flash IDE on your side, you can import the swc into the library and drag it on the stage as this will make the ribbit api available the the flash document. Now we will simply run the basic SWF to make sure everything is ok, you should see the typical Flex blank screen.
If we don't get any errors then this means that we can move on to coding. Now that we have all the parameters setup on the Ribbit website, we need to make sure that we connect to the Ribbit site from our SWC. I think this is the most important part in coding, once we master it, we can connect to Ribbit and not only create VoiceMail applications, but any other apps capable to use the Ribbit services such as phone calling etc.
Here is the code complete code to connect:
So, how does it look like? Can we connect? Here is the result from my client:

img2.jpg
Finally, when the button for message creating is enabled, we finally got a connection to Ribbit :-) Cool!
Once we connect to ribbit from the client SWF, we can continue the other part of the story. We need to make sure the voice message is created, recorded and tested before the application saves it to the voice mail box. This is there the MessageManager comes to play. This is a handly class that, as you can assume from the name of the class, handles all the important stuff related to recoreded messages such as recording, playing back, sending messages to emails etc.
The message manager needs to be instaniated right after the login procedure has succeeded.
private function loggedIn(e:AuthenticationEvent):void { switch(e.type) { case AuthenticationEvent.LOGGED_IN: { createMessageButton.enabled = true; service.messageManager.createMessage(); service.messageManager.addEventListener(MessageEvent.CREATED, messageCreated); service.messageManager.addEventListener(MessageEvent.STATE_CHANGE, messageStateChanged); service.messageManager.addEventListener(MessageEvent.STATUS_ERROR, messageStatusError); break; } case AuthenticationEvent.LOGGED_OUT:{ break; } } }
As you can see, we start using the message manager just after the login to Ribbit.
service.messageManager.createMessage(); service.messageManager.addEventListener(MessageEvent.CREATED, messageCreated); service.messageManager.addEventListener(MessageEvent.STATE_CHANGE, messageStateChanged); service.messageManager.addEventListener(MessageEvent.STATUS_ERROR, messageStatusChanged);
The message manager can be found as the property of the main Ribbit service class that was instantiated at the beginning of the code. In the first line, we call the createMessage() method, the we register the listeners for the upcoming events. When the message is created and ready to be recorded, the CREATED event is fired, the other two events are similar. Now what we need to do is to create function that will handle all those events:
public function messageCreated(event:MessageEvent):void { trace("Message is created..."); } public function messageStateChanged(e:MessageEvent):void { trace("Current message state:" + e.newState); } public function messageStatusError(e:MessageEvent):void { trace("Message error: " + e.fault); }
In the hole package the code looks like this:
When we run the SWF we will not see any changes but we made already 50% of the tutorial.
Recording and playback
Now we need to record the actual message. For this to happen we need buttons that will trigger those events. Like you can see on the image above, there will be just two buttons, to simplify the whole scenario. One button that will handle the Start Recording / Stop Recording events and the other one that will take care of sending messages to out email address. I hope you have a microphone and any kind of speakers ready to record the voicemail, if not, please stop reading here and make sure they work. Here is how it looks like:

img00.jpg
So, once the message is created, the record button is enabled, we click on it, start recording the message. Then we stop recording and after the message is ready and the send button is enabled, this means that the user is ready to send the message. This is the basic idea of the application, to put the SWF somewhere on the web, on a blog etc. Somebody will be able to put send voice mails directly through the web site to your email, and this is the basic thought of it.
So we declare the the two buttons on stage:
... ...
We add it the labels:
... recordButton.label = "Start Recording"; sendMessageButton.label = "Send Message"; ...
Disable and register it on stage:
... recordButton.addEventListener(MouseEvent.CLICK, startRecordMessage); recordButton.enabled = false; ...
And here are the finally the two methods that make the actual recording of messages:
public function startRecordMessage(e:MouseEvent):void { if (currentMessage != null) { service.messageManager.startRecordMessage(currentMessage); recordButton.label = "Stop recording..."; recordButton.removeEventListener(MouseEvent.CLICK, startRecordMessage); recordButton.addEventListener(MouseEvent.CLICK, stopRecordMessage); } } public function stopRecordMessage(e:MouseEvent):void { trace("currentMessage: " + currentMessage); if (currentMessage != null) { service.messageManager.stopRecordMessage(currentMessage); recordButton.label = "Start recording..."; recordButton.enabled = false; recordButton.removeEventListener(MouseEvent.CLICK, stopRecordMessage); recordButton.addEventListener(MouseEvent.CLICK, startRecordMessage); createMessageButton.enabled = true; } }
Let's test the code.

img00.jpg
By clicking on the Start Recoring button, the following prompt should pop up:

img17.jpg
Because Ribbit makes use of our mic, the Flash Player kindly asks us if we really want to allow the SF to access our hardware. Click on allow.
By clicking on „Allow“, we confirm and we can talk. Adter we have finished our cool voice message, we can click on „Stop recording“ and wait a few moments until our message is prepared and ready for sending. Before we can send it, the swf should play back the recorded message and we should hear your voice.
Again here is the code so far :
Sending of messages
Finally, we can add the functionality to enable sending of messages.Here is the listener registration:
sendMessageButton.addEventListener(MouseEvent.CLICK, sendMessage);
And here is the actual function that is called on click:
public function sendMessage(e:MouseEvent):void { var callLogMessage:ICallLogMessage = currentMessage.message; callLogMessage.setNotes("Some note"); callLogMessage.setTitle("Some title"); service.messageManager.sendMessage(currentMessage, "youremail@server.com", false, false); }
This means that when we click on the button, the message is sent to the specified email adress!
Here is the complete code:
Google Mobile Product Search Now Does Local Inventory Check
Mar 11th, 2010 by Koen

Google Mobile Product SearchGoogle 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!

Mobile Search Shopping Image


Reviews: Android, Blu, Google

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


Foursquare and Starbucks Team Up to Offer Customer Rewards
Mar 11th, 2010 by Koen

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]


Reviews: Foursquare

Tags: foursquare, MARKETING, starbucks


3 Ways to Support the WeCanEndThis #EndHunger Campaign [SXSW]
Mar 11th, 2010 by Koen

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


Reviews: Facebook, Twitter

Tags: sxsw, sxswi, wecanendthis


How The Roxy Became the #1 Venue on Twitter [INTERVIEW]
Mar 11th, 2010 by Koen

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’s Social Media Transformation


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.


Local Business: Cooperation or Coopetition?


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.”


Getting Creative With Twitter


Roxy Tweet

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.


Other Social Media Tools


Roxy Facebook Image

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.”


Advice for Local Businesses and How to Get Started


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!]


Reviews: Facebook, Foursquare, Netalab on Twitter, Twitter, ustream

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


Proposed Military Geolocation Technology Works Where GPS Can’t
Mar 11th, 2010 by Koen
»  Substance: WordPress   »  Style: Ahren Ahimsa