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Foursquare—transforming relationships
 

Foursquare—transforming relationships

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    Foursquare—transforming relationships Foursquare—transforming relationships Presentation Transcript

    • Foursquare—Transforming Relationships
    • Founded by Dennis Crowley and NaveenSelvadurai in March 2009
      Location-based application
      Check in at random locations with phone
      (Foursquare, 2010)
      Foursquare
    • Individuals
      Mostly middle-aged and younger
      (Quantcast, 2010)
      Organizations
      Businesses (Restaurants, Retail Stores)
      Universities
      (Foursquare, 2010)
      Foursquare Users
    • 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
    • Individuals
      Entertainment and Economic Needs
      Organization
      Primarily Economic Needs
      Foursquare—Solving Problems
    • Entertainment Needs
      Boredom
      Confusion
      Indecisiveness
      Economic Needs
      Can’t afford favorite restaurant or store
      Individuals’ Needs
    • Economic Needs
      Increase Sales
      Increase Brand Awareness
      Organizations’ Needs
    • 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
    • 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
    • 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
    • Stalking
      Overcrowding in stores
      Anticipated Future Problems
    • 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
    • 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
    • Non-profit Organizations
      Utilize Foursquare events
      Emphasize contest-like atmosphere
      Offer suggestions
      Foursquare and PR
    • Benefits organizations and individuals
      Causes privacy issues
      As long as people are careful, Foursquare is a valuable tool.
      Assessment
    • 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