Your SlideShare is downloading. ×
2010 Visit Indiana Leaf Cam/Foursquare Case Study
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

2010 Visit Indiana Leaf Cam/Foursquare Case Study

691
views

Published on

2010 Visit Indiana Leaf Cam/Foursquare Case Study presented at the 2010 Visit Indiana New Media Workshop on Nov. 17, 2010 by Troy Burk (Right On Interactive) and Jeremy Williams (Indiana Office of …

2010 Visit Indiana Leaf Cam/Foursquare Case Study presented at the 2010 Visit Indiana New Media Workshop on Nov. 17, 2010 by Troy Burk (Right On Interactive) and Jeremy Williams (Indiana Office of Tourism Development)

Published in: Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
691
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Visit Indiana & Right On Interactive: Foursquare, Leaf Cam & Email November 17, 2010
  • 2. Right On Interactive ROI Customer Lifecycle Marketing™ solutions transform the way marketers nurture business relationships • Win and Retain More Customers • Maximize the Lifetime Value of your Customers • Optimize Your Marketing Effectiveness
  • 3. Customers expect to be treated as individuals They expect information, offers, and invitations that are: • Personal • Relevant • Timely
  • 4. Why organizations struggle 1. Have data, but it is not integrated 2. Not maximizing use of technology 3. Lack of a predictable, repeatable process for: • Moving suspects to customers • Moving customers to brand advocates 4. Don’t have the right metrics to prove tactics are truly impacting revenue
  • 5. Score customers based on profile and engagement
  • 6. Understand where every customer is in the Lifecycle
  • 7. Utilize marketing automation • Increase response rates • Reduce or eliminate manual tasks • Shorten the duration of each Lifecycle Stage • Increase the stage churn rate (velocity)
  • 8. What is Foursquare? • Location-based mobile application • Users check-in, share location with friends • Game-like mechanics encourage participation • Users can earn “Badges” for completing tasks • Most check-ins = Mayor
  • 9. How is Foursquare useful for tourism? • Users add ‘tips’ to locations • Just like Trip Advisor • Venues can offer discounts for check-in, Mayor • Hyper-local nature makes Foursquare perfect fit • Foursquare.com/VisitIndiana shares tips w/ followers
  • 10. What is the Indiana Leaf Cam? • Live webcams show changing leaves • Encourage viewers to visit locations • Set up throughout Indiana – 3 locations in 2010 • Each location runs a contest to receive leads
  • 11. What’s different about Leaf Cam 2010? • Made it social: • Share links to Twitter, Facebook, Flickr and Email on each page • Featured discounts: • Featured local discounts on each Leaf Cam location page • Integrated Foursquare: • Encourage users to ‘friend’ our Foursquare account • Friends receive exclusive discount email upon check-in
  • 12. How we integrated the promo: ROI • Integrated Foursquare with CLM Dashboard • ExactTarget integration already existed • Friends’ check-ins near Leaf Cam locations triggered email with discount • Spring Mill SP & Brown County had large radius – IMA was small • Each user would only receive discount email once • Eliminated spam potential if user lives in area and checks-in often • Working to import email, pub order data to ROI • Allow IOTD to segment users by check-in, email sub, pub orders for targeted communications
  • 13. How we integrated the promo: Foursquare • Created ‘venues’ on Foursquare for each location • Tracking data available for each venue through Foursquare • Set check-in radius to trigger email send • Email was mobile-ready and could be used immediately at location
  • 14. How we promoted Leaf Cam: • 3 sends to Big Idea email list (approx. 43,000) • 1 Leaf Cam banner ad in Big Deal email (10,000) • Prominent space on VisitIndiana.com • ‘Sticky post’ on Indiana Insider Blog • Support on Facebook and Twitter • PR support • Press Conference at IMA in September
  • 15. Challenges: • Foursquare changed API settings right as we launched • Anonymized check-ins for branded accounts • Location-based networks are still in their infancy • How many users will check-in? • Users must opt to share their email address with friends • More than 1/3rd of our initial list do not have their email shared
  • 16. Jumping hurdles: • Created a user account – IndianaLeafCam • Pro: API was more open and we could see friends’ check-ins • Con: User account is not customizable like branded account • Con: Already had 1,200 fans, had to move them to IndianaLeafCam • Surveyed Facebook and Twitter fans during State Fair • 37% of Facebook fans & 66% of Twitter followers already used or were curious about using location-based apps • This was before Facebook Places launched
  • 17. Discounts: • IMA •$2 off admission to Andy Warhol Enterprises exhibit • Brown County • Family-sized gemstone bucket at Copperhead Creek Gem Mine and Rock Shop for just $24 (regularly $32) • Spring Mill • 20% off adult meal or gift shop purchases within Spring Mill State Park
  • 18. Results: • Foursquare Account Information: •VisitIndiana Branded Account: 2,758 Followers • IndianaLeafCam Account: 1,251 Friends
  • 19. Results – Leaf Cam Microsite:
  • 20. Results – Check-ins & Emails: • Check-ins: • IMA: 39 • Brown County: 11 • Spring Mill: 6 • Discount Emails Sent: • IMA: 18 • Brown County: 14 • Spring Mill: 2
  • 21. Results – Redemptions: • Coupon Redemptions: • IMA: 26 (144%) Total – at least 9 individuals (50%) • Brown County: 0 • Spring Mill: 0 • Overall Redemption Rate • Total: 76% •Individual: 26%
  • 22. Lessons Learned: • Building brand on rented space leaves you at the landlord’s mercy (API issue) • Critical mass isn’t using location-based network…yet • Users want simplicity • Promotion became more complicated with 2nd account, having to friend account before you receive the email. • Location-based networks are on their way up, critical for Tourism – Foursquare, Facebook Places, Gowalla, etc. • Relevant, enticing offer is KEY • Leverage information about customers via ROI • Capture info for future segmentation
  • 23. Questions? Troy Burk Founder, President Right On Interactive @troyburk @ROI_Marketing Jeremy Williams Interactive Production Manager Visit Indiana @JeremyAWilliams @VisitIndiana

×