Foursquare by Erik Endress

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Possibilities and effectiveness of geomarketing.

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Foursquare by Erik Endress

  1. 1. Who am I? <ul><li>Member of Executive Team at NJ School Boards Association, the federation of more than 600 public school districts and charter schools statewide. </li></ul><ul><li>Director of Association & Business Development </li></ul><ul><ul><li>Revenue Generation </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Online Customer Relationship Management & Training </li></ul></ul><ul><ul><li>Special Event Production </li></ul></ul><ul><ul><li>Development Director for ELFNJ </li></ul></ul>
  2. 2. Highlights <ul><li>Thomson Financial Interactive, Director </li></ul><ul><ul><li>Brought industrial strength financial data to consumers online </li></ul></ul><ul><li>ETM Entertainment Network, EVP ecommerce </li></ul><ul><ul><li>Competed head to head with Ticketmaster and launched online movie ticketing </li></ul></ul><ul><li>Unity 08, Director </li></ul><ul><ul><li>Empowered Americans to nominate a bipartisan Unity ticket via an online convention and secure online voting process. </li></ul></ul><ul><li>Xpedite Network, Founder </li></ul><ul><ul><li>Zip-code based social network for use before, during and after disasters and emergencies </li></ul></ul><ul><li>Crisis Camp, Co-Founder </li></ul><ul><ul><li>Founded in March 2009 at Government 2.0 Camp, CrisisCommons was formed out of a discussion and idea of a creating a common online community of citizen volunteers, crisis response organizations, international humanitarian relief agencies, non-profits and the private sector. </li></ul></ul><ul><li>Launched hyper-local Facebook Fan Page for Ramsey,NJ seven months ago, now closing in on 4,000 members and transforming the way the community communicates daily. </li></ul><ul><li>CitizenCentricity – coming soon to a community near you. </li></ul>
  3. 3. The geo-marketing of New Jersey’s small towns
  4. 4. How do we bring the power of social networking and geo-marketing to small towns and businesses? ?
  5. 5. Who is Using Foursquare?
  6. 6. 29,400 people per day can watch a movie here
  7. 7. 2,132,112 sq ft space - the largest mall in New Jersey and the 13-the largest mall in the United States.
  8. 8. Meet Vicky K. The Mayor of Garden State Plaza
  9. 9. 50,000 people are in the building for every game.
  10. 10. This is the Mayor of Yankee Stadium System Engineer for the New York Yankees He is the System Engineer for the New York Yankees
  11. 11. This is a local restaurant in my town.
  12. 12. What is the value proposition to the consumer for checking in? <ul><li>They want to be the Mayor of Varka? </li></ul><ul><li>They want to let their Facebook, Twitter and Foursquare friends know where they are? </li></ul><ul><li>They want to get a discount or special offer for checking in? </li></ul><ul><li>They want to know who else is in the restaurant? </li></ul><ul><li>They just bought a new iPhone and you want to see if it works in the building. </li></ul>
  13. 13. What is the value proposition to your business to get people to check in? <ul><li>Opening up a very direct line of communication for real time and future marketing communications </li></ul><ul><li>Customer satisfaction surveys and viral marketing – we saw you checked in, can you tell your friends about us? </li></ul><ul><li>The ability to up-sell to Foursquare users </li></ul><ul><li>The ability to measure your print advertising. </li></ul><ul><ul><li>Do you incentivize people who see your print ad to check in at your store or restaurant to measure effectiveness? </li></ul></ul><ul><li>Foursquare backend data </li></ul><ul><ul><li># most recent visitors </li></ul></ul><ul><ul><li># most frequent visitors </li></ul></ul><ul><ul><li># the time of day people check in </li></ul></ul><ul><ul><li># total number of unique visitors </li></ul></ul><ul><ul><li># histogram of check-ins per day </li></ul></ul><ul><ul><li># gender breakdown of customers </li></ul></ul><ul><ul><li># portion of foursquare check-ins broadcast to Twitter and Facebook </li></ul></ul>
  14. 14. This is an opportunity missed. How can you get them to check in here?
  15. 15. If you asked her to check in at your car dealership while “browsing”, would she? And what would you do with that? Can you use geo-marketing to convert the anonymous into the known?
  16. 16. Should plumbers, electricians, landscapers and other service contractors check-in at your house or business?
  17. 17. Conclusion <ul><li>The possibilities of using geo-marketing are endless, but effectiveness is up to you. </li></ul><ul><li>The business owner needs to not only convince his prospects and customers to use Foursquare, but may also need to educate them on the value proposition </li></ul><ul><li>Municipalities and Chambers of Commerce would be well suited to be the “technology evangelists'” in their community </li></ul><ul><ul><li>Facebook Fan Pages </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Foursquare </li></ul></ul><ul><li>Don’t be afraid to use the platform in a new way. </li></ul>

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