Did you know that the touch of a button could score you deals on your next vacation? How about donating water to those in need?  Now, all of this is possible on your smartphone with geo-social applications like Topguest and CauseWorld.

Topguest is currently collaborating with businesses like Avis Car Rental and Virgin America, who offers frequent flyer points in exchange for checkins.  Rather than air points, CauseWorld allows users to earn “karma points” and donate to a charity of their choosing.  Following its December 2009 release, CauseWorld has provided 332,000 meals, planted 94,000 trees, shared 45 million liters of clean water to developing countries, donated 39,000 books, and rescued and rehabilitated 190 cruelty-stricken animals.

Geo-location check in services have evolved from additions to one’s social network to serious marketing and branding tools.  By rewarding points or discounts for checkins, these platforms help businesses to measure the loyalty and influence of their consumers.  Checkins also aid in identifying target audiences by measuring demographics.  With these metrics, businesses can help better serve their current and potential consumers.

Recently, Goldstein held an internal education seminar discussing social psychology.  Social proof is one weapon of influence that was discussed; the idea that individuals will follow a crowd’s lead.  This is a great way to spread awareness, as it works independently through word-of-mouth.  While one may not be inclined to donate to charity, they may alter their habits after noticing the actions of their peers.  As a result, charities are not only raising more money through applications like CauseWorld, but also awareness and support.