I was relatively new to the forum, but I put some effort into contributing my own  Lego review one night which you can find here. I reviewed the Sith Infiltrator which came with a very cool Darth Maul fig + Speeder bike. I took a lot of photos of my step-by-step processes and gave my score on each of the attributes people were looking for: build, durability, 'swooshability', functionality and overall.

The thread resulted in 29 replies of people's thoughts on it, and however number of views the forum would've garnered (a few hundred SW lego fans at the time?).  I guess I could take a jab at around 400 people, as that was how many views I received on my flickr album of the build process.

This struck a chord with me at the time because that was a lot of attention I got from anything that I shared online at the time, and with a lot of people who shared the same interest with me: Star Wars Lego. I was obsessed with the replies and people's feedback on my review, and it felt like I had an opinion to anything that was said. We stayed on those forums for a long time, being passionate about what we thought of the Sith Infiltrator and other reviews people shared. From a high level perspective, we were under the influence of the awesomeness that is Lego and its community.

I try to replicate these types of situations from a work perspective (probably not the best idea with some clients, you really can't compare Lego to financial services or a yoghurt brand); how do you allow people to naturally talk about their favourite brands, as opposed to churning out content with the brand's name on it? In what situations do people comfortably talk about what the brand is propositioning? How can you best provide a channel for this? What is the best channel for it? How can you amplify it, etc. etc.

All I (somewhat confidently) know is that Lego did not need to commission anyone, nor had the direct intention, to build FBTB or any of the large Lego community sites out there.

Originally shared by superworkfriend Nicola Yates

The spirit behind the Creative Spirit from Droga5 Sydney on Vimeo.

Never quite reached there, but it was fun. 5.4% engagement rate across a 3 hour status. It helps to have a platform which allows us to play in our fan's spaces, as opposed to inviting people over to ours. Should've ran with the tagging mechanism... T_T

I couldn't tell if this was an insensitive job ad or A STRATEGIC USE OF CONTENT TO GARNER ENGAGEMENT AND VIRAL DISSEMINATION.

I think it's safe to say that cosplay and the Eminence concert were some of the key favourite topics mentioned during the weekend.

Attendees love to give immediate feedback after the end of an event (6-11pm spikes in Twitter activity); most likely either having internet access when they are home or simply have some time winding down post-event. There was also a bit of activity around lunchtime as well (break period for people to catch up on their devices).

Top 10 influencers during the weekend; shouldn't come as a surprise that SMASH's official twitter came first, local media outlets and bloggers and Little Kuriboh's twitter account.

Top 10 active Tweeters by number of tweets made using "smashcon". It would be unfair to crown SMASHCON, so the title belongs to Jericho_au.

To wrap up, some base numbers:

Tweets: 539
Accounts: 137
Estimated Reach: 62,520

I might stick to 'rewarding loyalty' and 'points system', which is kinda what it fundamentally is.

• Reach: Australia is still an extremely young market for Foursquare, and an early adopter approach will most likely not garner the results you desire. It's important to understand whether the audience is savvy enough to not just understand it, but actually have it installed and actively use it. There are still a lot of barriers for Foursquare to be more user-friendly. At the event which attracted almost 10,000 people, only under 50 check-ins were collected, which brings to question: Are your customers, or your potential customers, even on Foursquare?
• Promoting Foursquare: In an age where Facebook's organic virality can surface a brand online, Foursquare is still in its early stages which still requires above the line support to assist the special deals function. So it shouldn't be viewed as a means to promote, but as a tool as part of another more holistic promotion. This can include something as simple as flyers to storefront posters promoting the special.

• Campaign Special Type: Each of the types of specials available work in different ways and will benefit in different ways. For example, the Swarm special will encourage check-ins in the hope to get the venue trending, the Friends special will encourage more referrals and organic promotions, whilst the check-in special is the basic starter one. In our instance, the Flash special was one of the best choices given the nature of short timeframe of trade (only across 3 days to thousands of people). 
  
• Post-Special-Unlock: The customer has now unlocked the special, what do you or your staff do next? Will it simply be honoured or are there steps required to ensure it is controlled; how will you track that special has been redeemed by the customer verses being simply unlocked (which is trackable through Foursquare)? Will there be further developments on Foursquare's end to provide support for this? This is currently a bit of a grey area.

There are more questions that need to be answered beyond just "adding Foursquare" to your geolocation strategy plan, and I guess these are just some of them.