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2010 Visit Indiana Leaf Cam/Foursquare Case Study
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2010 Visit Indiana Leaf Cam/Foursquare Case Study


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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)

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  • 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 • 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 • ‘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