Foursquare—transforming relationships


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Foursquare—transforming relationships

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