Foursquare—transforming relationships

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  • 1. Foursquare—Transforming Relationships
  • 2. Founded by Dennis Crowley and NaveenSelvadurai in March 2009
    Location-based application
    Check in at random locations with phone
    (Foursquare, 2010)
    Foursquare
  • 3. Individuals
    Mostly middle-aged and younger
    (Quantcast, 2010)
    Organizations
    Businesses (Restaurants, Retail Stores)
    Universities
    (Foursquare, 2010)
    Foursquare Users
  • 4. Entertainment
    Share insight about locations and products
    Receive knowledge about locations and products
    (McCarthy, 2010)
    Connect with friends
    (Wortham, 2010)
    Economic
    Obtain discounts through “Mayorship” and frequency of visits
    (Foursquare, 2010)
    Why Use Foursquare--Individuals
  • 5. Individuals
    Entertainment and Economic Needs
    Organization
    Primarily Economic Needs
    Foursquare—Solving Problems
  • 6. Entertainment Needs
    Boredom
    Confusion
    Indecisiveness
    Economic Needs
    Can’t afford favorite restaurant or store
    Individuals’ Needs
  • 7. Economic Needs
    Increase Sales
    Increase Brand Awareness
    Organizations’ Needs
  • 8. Offers reciprocal relationship between organization and consumer (mutually beneficial)
    Users check in to earn “badges”; businesses reward people who check in
    (Foursquare, 2010)
    Communication Changer
  • 9. Businesses can immediately reward customers for visiting or for becoming “Mayor.”
    Users can immediately reward businesses through word-of-mouth publicity.
    Authenticity and credibility
    (Foursquare, 2010)
    Communication Changer
  • 10. Leaves home susceptible to burglary
    Home Alone Effect
    Real burglary in New Hampshire
    Burglars checked Facebook statuses to prey on homes that were vacant
    (Schonfeld, 2010)
    Please Rob Me
    Website explaining dangers of Foursquare and other sites
    (Borsboom, van Amstel, and Groeneveld, 2010)
    Problems
  • 11. Stalking
    Overcrowding in stores
    Anticipated Future Problems
  • 12. Corporations
    Offer promotions and discounts to first-time shoppers and loyal customers
    Builds brand awareness
    Strengthens relationships with customers
    Creates dialogue with consumers
    (4 Ways Businesses Can Use Foursquare, 2010)
    Foursquare and PR
  • 13. Universities
    Create official Foursquare page with updates and suggestions
    Offer information when students arrive at specific destinations
    Offer badges to people who check in at various places
    Used by Harvard, Stanford, and Syracuse
    (Foursquare for Universities, 2010)
    Foursquare and PR
  • 14. Non-profit Organizations
    Utilize Foursquare events
    Emphasize contest-like atmosphere
    Offer suggestions
    Foursquare and PR
  • 15. Benefits organizations and individuals
    Causes privacy issues
    As long as people are careful, Foursquare is a valuable tool.
    Assessment
  • 16. Borsboom, B., van Amstel, B., and Groeneveld, F. (2010). Please Rob Me. Retrieved September 28, 2010, from http://pleaserobme.com/why
    Foursquare. (2010). Retrieved September 23, 2010, from http://foursquare.com/
    Foursquare for Universities. (2010). Retrieved September 23, 2010, from http://foursquare.com/universities
    McCarthy, C. (2010, September 22). Foursquare courts the rest of us. CNET News. Retrieved September 28, 2010, from http://news.cnet.com/8301-13577_3-20017268-36.html
    Quantcast. (2010). [Graphical data of Foursquare users’ demographic profile].Quantcast Corporation. Retrieved September 28, 2010, from http://www.quantcast.com/foursquare.org
    Schonfeld, E. (2010, September 10). Facebook in New Hampshire turns into a real-life PleaseRobMe.com. Tech Crunch. Retrieved September 28, 2010, from http://techcrunch.com/2010/09/10/facebook-places-please-rob-me/
    Wortham, J. (2010, March 14). Telling friends where you are (or are not). The New York Times. Retrieved September, 28, 2010, from http://www.nytimes.com/2010/03/15/
    technology/15locate.html?_r=1
    4 Ways businesses can use Foursquare. (2010, May 1). Public Relations Society of America. Retrieved September 23, 2010, from http://www.prsa.org/Intelligence/
    Tactics/Articles/download/6C-051013/1011/4_Ways_Businesses_Can_Use_Foursquare?
     
    References