- Untappd is a social media app for beer enthusiasts where users can check-in and share information about beers they drink. It launched in 2010 and now has over 120k registered users and 4.3 million check-ins. - Breweries can claim their profiles on the app to gain insights into customer data and interact directly with customers. Over 500 breweries have claimed profiles so far. - Case studies show that while popular macro brews like Bud Light and Miller Lite are most frequently checked-in, more unique or seasonal microbrews tend to be more shared in posts and comments on the app.

1. How What We Share Changes We What We Drink @gregavola

2. 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

5. Case Study: Sharing VS Popular - America What 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

6. Case Study: Sharing VS Popular - UK What 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

7. Case Study: Social Sharing

8. “ Gaminifcation” on Untappd - Drive Consumer Choices - Provide incentives - Friendly Competition

9. Case Study: Dogfish Head Ancient Ales - Drink 3 out of the 5 Ancient Ales by Dogfish Head - Launched on May 2nd 2011

10. Case Study: Macro Vs Micro Month Micro Micro July 250k 46k August 270k 41k September 280k 39k

12. 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”

13. Solution?

14. The PhoneGap Solution - Develop Native applications with HTML/CSS/JS - Deploy to multiple App Stores - Access Native Components, such as: Camera, Contacts, etc

15. Why PhoneGap? - Open source and free - Use your existing knowledge without hiring multiple teams for each platform - Thriving community

16. Lessoned Learned for Mobile Web - Build as an app, not a website - Understand the platform before designing - Test, test, test!

17. Questions? Twitter: @gregavola Web: http://gregavola.me Email: [email_address] Untappd: http://untappd.com/user/gregavola