Foursquare by Erik Endress
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Foursquare by Erik Endress

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Possibilities and effectiveness of geomarketing.

Possibilities and effectiveness of geomarketing.

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Foursquare by Erik Endress Foursquare by Erik Endress Presentation Transcript

  • Who am I?
    • Member of Executive Team at NJ School Boards Association, the federation of more than 600 public school districts and charter schools statewide.
    • Director of Association & Business Development
      • Revenue Generation
      • Marketing
      • Social Media
      • Online Customer Relationship Management & Training
      • Special Event Production
      • Development Director for ELFNJ
  • Highlights
    • Thomson Financial Interactive, Director
      • Brought industrial strength financial data to consumers online
    • ETM Entertainment Network, EVP ecommerce
      • Competed head to head with Ticketmaster and launched online movie ticketing
    • Unity 08, Director
      • Empowered Americans to nominate a bipartisan Unity ticket via an online convention and secure online voting process.
    • Xpedite Network, Founder
      • Zip-code based social network for use before, during and after disasters and emergencies
    • Crisis Camp, Co-Founder
      • 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.
    • 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.
    • CitizenCentricity – coming soon to a community near you.
  • The geo-marketing of New Jersey’s small towns
  • How do we bring the power of social networking and geo-marketing to small towns and businesses? ?
  • Who is Using Foursquare?
  • 29,400 people per day can watch a movie here
  • 2,132,112 sq ft space - the largest mall in New Jersey and the 13-the largest mall in the United States.
  • Meet Vicky K. The Mayor of Garden State Plaza
  • 50,000 people are in the building for every game.
  • This is the Mayor of Yankee Stadium System Engineer for the New York Yankees He is the System Engineer for the New York Yankees
  • This is a local restaurant in my town.
  • What is the value proposition to the consumer for checking in?
    • They want to be the Mayor of Varka?
    • They want to let their Facebook, Twitter and Foursquare friends know where they are?
    • They want to get a discount or special offer for checking in?
    • They want to know who else is in the restaurant?
    • They just bought a new iPhone and you want to see if it works in the building.
  • What is the value proposition to your business to get people to check in?
    • Opening up a very direct line of communication for real time and future marketing communications
    • Customer satisfaction surveys and viral marketing – we saw you checked in, can you tell your friends about us?
    • The ability to up-sell to Foursquare users
    • The ability to measure your print advertising.
      • Do you incentivize people who see your print ad to check in at your store or restaurant to measure effectiveness?
    • Foursquare backend data
      • # most recent visitors
      • # most frequent visitors
      • # the time of day people check in
      • # total number of unique visitors
      • # histogram of check-ins per day
      • # gender breakdown of customers
      • # portion of foursquare check-ins broadcast to Twitter and Facebook
  • This is an opportunity missed. How can you get them to check in here?
  • 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?
  • Should plumbers, electricians, landscapers and other service contractors check-in at your house or business?
  • Conclusion
    • The possibilities of using geo-marketing are endless, but effectiveness is up to you.
    • 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
    • Municipalities and Chambers of Commerce would be well suited to be the “technology evangelists'” in their community
      • Facebook Fan Pages
      • Twitter
      • Foursquare
    • Don’t be afraid to use the platform in a new way.