How What We Share Changes We What We

Drink

@gregavola

Who am I?

- Co-Founder, Lead Developer of Untappd

- Live in NYC - born outside of Boston, MA

- Specialize in PHP, jQuery, and MySQL

- Cameo on Man vs Food for 9 Seconds in 2010

@gregavola

What is Untappd?- “The Foursquare of Beer”

- Launched in Oct 2010, team of 3

- Over 120k+ Registered Users

-Over 4.3mm Check-ins

- 175k uploaded photos in 3 months

- Mobile Web and Native Platform (launched in Oct 2011)

- Social Integration with Foursquare, Twitter, and Facebook

- Social Achievements with Badges

Brewery Claiming Program- Launched on Jan 17th 2012

- Gives breweries access to insights, manage beers and interact with their customers

-- Over 500+ breweries have claimed (420 breweries, 80+ homebrewers)

-Real-time data analytics

- Direct Communication with Customers

- Free!

Case Study: Sharing VS Popular - AmericaWhat type of information do people share versus just check-in?

Top Shared Beers

Sierra Nevada Celebration Ale

Lagunitas Sucks Holiday Ale

Bell’s Brewery Hopslam Ale

Sierra Nevada Ruthless Rye

New Belgium Snow Day

Founders Breakfast Stout

Top Checked-in Beers

Sierra Nevada Celebration Ale

Samuel Adams Winter Lager

Yueling Traditional Lager

Bud Light

Miller Lite

Coors Light

Case Study: Sharing VS Popular - UKWhat type of information do people share versus just check-in?

Top Shared Beers

Newcastle Brown Ale

Young’s Double Chocolate

BrewDog Punk IPA

Wychwood Hobgoblin

Samuel Smith Oatmeal Stout

Morland Old Speckled Hen

Top Checked-in Beers

Newcastle Brown Ale

BrewDog Punk IPA

Young’s Double Chocolate Stout

Bass Pale Ale

Boddington Pub Ale

Strongbow Cider

Case Study: Social Sharing

“Gaminifcation” on Untappd

- Drive Consumer Choices

- Provide incentives

- Friendly Competition

Case Study: Dogfish Head Ancient Ales- Drink 3 out of the 5 Ancient Ales by Dogfish Head

- Launched on May 2nd 2011

Case Study: Macro Vs Micro

Month Micro Micro

July 250k 46k

August 270k 41k

September 280k 39k

What is HTML5?- New Web/JavaScript Framework

- Easy to use, simple to learn

-You already know it

-Supported by All Modern Browsers

Pros and Cons of Mobile Web

Pros Cons

- Easy Development

- Cheaper than Native

- Multiple Platforms

- Access to some Native Components

- Fast Updates, no download required

- Lack of Exposure

- Can’t access Camera, Contacts or Network connection

- “Knowledge Barrier”

Solution?

The PhoneGap Solution

- Develop Native applications with HTML/CSS/JS

- Deploy to multiple App Stores

- Access Native Components, such as: Camera, Contacts, etc

Why PhoneGap?

- Open source and free

- Use your existing knowledge without hiring multiple teams for each platform

- Thriving community

Lessoned Learned for Mobile Web

- Build as an app, not a website

- Understand the platform before designing

- Test, test, test!

Questions?

Twitter: @gregavolaWeb: http://gregavola.meEmail: greg@untappd.com

Untappd: http://untappd.com/user/gregavola