Top 10: Ways Enterprise Marketers Can Leverage foursquare

Top Ways
Enterprise
10 Marketers
Can

Leverage
foursquare
produced by

social marketing software

Mike Lewis
VP of Marketing, Awareness Inc
@bostonmike / @awarenessinc
http://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com

before we talk about
opportunities, we need to
understand the challenges


4
challenges of enterprise
marketing on foursquare


Venue Ownership &
Management
Thousands of venues are being
created daily. Managing these venues
and maintaining consistency across
these channels is a tremendous
challenge for brands.


Simple Tip Creation &
Management
There is no simple way to create a
single tip to share with multiple
venues. Creating tips for multiple
locations is a manual process that
requires constant updating and
management.


Access to Specials &
Badges
Venue ownership must be established to
create “Specials Nearby”, however
specials can not be created for multiple
venues simultaneously. Also, custom
badges can not created without the help
of foursquare directly.


Integration with
Loyalty Programs
There are only loose tie-ins
between foursquare and existing
corporate loyalty programs.


all challenges are opportunities in disguise


10 Ways Enterprise Marketers
Can Use foursquare


Own Your Venues

1 Venues get created by individual members and can be missing
information, or be inaccurate. Claiming a venue allows brands
to update venue information, give the company access to
extra data and provide special offers.


Venue ownership has it’s privileges

Once businesses establish ownership of
their venues they can access real-time
data including who has “checked in”,
when they arrived, the male-to-female
customer ratio and which times of day
are more active for certain customers.

Venue owners can also offer instant
promotions to try to engage new
customers and keep current ones.

Utilize Tips

2
One of the easiest ways to get started in foursquare is to
utilize the Tips. For example, a user who checks into a local
movie theater can get a Tip saying “Be sure to check out the
newest comedy from Will Ferrell”. This helps to inﬂuence and
drive trafﬁc to point of sale conversions.


Case
Study

HISTORY: Utilizing Tips
“Teaming up with foursquare for the
Background AMERICA THE STORY OF US
promotion reinforces the HISTORY
• Tips placed at Historically signiﬁcant locations brand's 360 degree approach of
around the country aggressively reaching our viewers in
new platforms,"
• Tips are focused on location but serve to Chris Moseley, SVP of Marketing for HISTORY.
promote the TV show “America: The Story of
US”
• Users automatically entered into a sweepstakes,
in which 10 randomly selected users will win
prizes each week from April 25 through June 6

Results
 Great viral ‘Buzz’ throughout the
series
 New viewers to history channel
 "America The Story of US"
became the most watched
and highest rated program in
the network's history.
Sources: 'America: The Story of Us' Is History Channel Record Breaker”, The Wrap by Brent Lang
“History Channel Launches Foursquare Campaign and a New Badge”, Mashable, by Jolie O’Dell

3
Follow your Visitors
Sure it sounds creepy, but many Foursquare users are also
using Twitter. When you click on their proﬁle, drill into their
Twitter account and be sure to “follow” them. If they
reciprocate, you have another way to get your news and
information in front of them.


Case
Study

The Pit BBQ
Background
• Local BBQ restaurant in Raleigh, NC
• Recognized people who regularly mention The Pit
in their tweets
• Became popular meeting location for Twitter
users
• Spent time connecting with and reaching out to
patrons on Twitter and foursquare
• Rewarded foursquare mayors and social media
followers with lunch
Results
 Solid Buzz across multiple channels
 Loyal followers and patrons
 Identified brand enthusiasts and influencers to
spread the word and encourage repeat business
 The restaurant is constantly packed and
continuing to benefit from developing
relationships through social channels
Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown”, Social Fresh by Jason Keath
“Social Media Case Study: How The Pit Uses Twitter and Foursquare”, 1918 Internet Services, by Phil Buckley

4
Market your Participation
While some of your social media savvy customers will
checkin and adopt foursquare, a majority don’t even know it
exists. Therefore, it’s important to promote foursquare deals
and specials to your customer base to increase participation.


Case
Study

Harvard University
Background
• First university to use foursquare to help
students explore their campus and
surrounding places of interest
• Users can create an up-to-date ratings of
stores, restaurants, businesses, and other
venues throughout Harvard Square
• Users can earn points, and ultimately
acquire coveted foursquare badges
Results
 Marketed a new channel to students and
visitors to help explore surrounding area
 Buzz for students and visitors alike
 Channel to highlight local tips
 Encourages students to explore
their campus with tips
Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown”, Social Fresh by Jason Keath
“Harvard on Foursquare”, Harvard Gazette

PlaceWidget makes it easy to
add your foursquare venue
information to your
company’s website or
Facebook page with just a
few clicks.

Source: About Foursquare

5
Promote Check-Ins
Although the percentage of visitors using foursquare is
relatively small, having user’s check-in, and share that check-in
virally is a powerful marketing tool. Encourage each check-in
to be broadcast to that users Twitter and Facebook account.


Offer a Special

6
Offer specials to mayors or everyday visitors and even specify
how many check-ins are required to achieve a special. In
order to do this you need to “claim your venue” (see point
1.) Once a special is offered, foursquare includes a “Special
Icon” next to your venue when it is listed in search results.


American Eagle Outﬁtters is offering a 15%
discount to foursquare users who check in
at any of their 950+ stores nationwide. The
offer is good through July 31.

Mayors receive a 25% discount,
while other users receive a 15%
discount for their 5th checkin.
The Ann Taylor offers show a
coupon code for cashiers to use.

Source: About Foursquare

Mirror your Venue(s) on Facebook

7
Because of the viral nature of social media it’s important that
your audience can access your company’s information through
several channels. Many multi-location venues typically have
one Facebook Fan Page. Think about a main corporate page
and multiple local pages. Publish relevant info to one or both.


The Facebook widget (above) is automatically added as
a tab on your company’s page through a Facebook
application. With more screen real estate to work
with, the Facebook version adds a map of your venue’s
location to the information provided by the widget.
foursquare even uses it on their own Facebook page.
Source: http://aboutfoursquare.com/highlight-your-foursquare-venue-on-your-companys-website-or-facebook-page-with-placewidget/

8
Reward Loyalty
Develop a loyalty system for repeat customers. For example,
every 10th check in gets a free small coffee or 5% discount on
a purchase. Starbucks recently offered a dollar off to
“mayors” of the various Starbucks venues.


Starbucks Mayor Special

• First ever nationwide special exclusively for Mayors
• Mayors of this store, enjoy $1 off a NEW however-
you-want-it Frappuccino blended beverage. Any
size, any ﬂavor. Offer valid until 6/28.

5 Unique foursquare Specials
1. Reserved parking spot for the Mayor at
MarketFair Mall in Princeton, NJ.
2. Escalating rewards for checking in and bringing
more friends along at B&O American Brasserie in
Baltimore, MD
3. Free Black Beauty rides for the Mayor of Britt
Reid’s Garage at Comic-Con San Diego. The “garage”
was set up by Columbia Pictures to promote their ﬁlm
The Green Hornet. The Mayor of the garage got a free
ride and a free pass to the front of the line.
4. Free bottle of wine during the week of your
birthday — worth your age in dollars — at Restaurant
Max in Minneapolis.
5. Free round of shots for the Mayor — and ﬁve
friends — at Front Page News in Atlanta.

Source http://aboutfoursquare.com/5-creative-foursquare-specials/

9
Identify your Inﬂuencers
Use Foursquare to identify your most loyal customers and
encourage them to spread the word. Offer specials targeted
at Mayors or individuals who have a high number check-ins
over a speciﬁed period of time.


Bravo offers badges and special prizes when viewers visit more than 500
Bravo locations. The locations will be picked by Bravo to correspond
with select Bravo shows including “The Real Housewives,” “The
Millionaire Matchmaker,” “Top Chef,” “Kell on Earth,” “Top Chef Masters”
and “Shear Genius.”

10
Offer First Check-In Promotions
Brands can benefit by rewarding first time check-ins to
encourage new customers to visit locations. While most
brands are focused on rewarding repeat customers, there is
an opportunity to reward first time customers.


Closing Thoughts

• Inﬂuence Matters

• Earn points and word of mouth

• Customer loyalty deserves rewards

• Invest in growth

• Test and grow

foursquare Perspectives is a free tool that
provides brands with valuable and useful
insights about how foursquare users are
interacting with their physical locations.

The report delivers key statistics including:
• total venues
• total check-ins
• unique visitors
• total mayorships

http://perspectives.awarenessnetworks.com/foursquare/

!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.

The Awareness Social Marketing Hub helps marketers publish, manage, and measure their
marketing across key social media channels, and helps marketers engage with users around
that content.

• Control your social media publishing with enterprise-grade permissioning, workﬂow,
and audit controls

• Centralize your social media strategy and execution to coordinate product, business
unit and corporate messages

• Use social media to engage throughout the entire customer life-cycle

• Engage and interact directly with the people who are talking about your social
marketing campaigns

• Measure success across social media channels

!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.

Interested in a Demo?
Contact me today!
Mike Lewis

Mike Lewis


Photo Credits
The following are from Flickr. Used with a Creative Commons license:
• Slide 1: “Foursquare Pins and Tattoos - SXSW 2010”. Taken by nan palermo
• Slide 3: “Foursquare Buttons”. Taken by Remco Janssen
• Slide 4: “Park City Storefront 03”. Taken by Atelier Teee
• Slide 5: “Crayon Tips”. Taken by Darrren Hester
• Slide 6: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by @superamit
• Slide 9: “Foursquare in the house!”. Taken by mjpeacecorps
• Slide 10: “Storefronts”. Taken by A30_Tsitika
• Slide 12: “Primary Colors”. Taken by nico.cavallotto
• Slide 16: “Purple-Orange-Blue”. Taken by code_poet
• Slide 24: “Facebook”. Taken by Franco Bouly
• Slide 31: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by
@superamit

Photo Credits
The following images were licensed from iStockPhoto:
• Slide 2: “business teamwork - businessmen making a puzzle” File #: 3039589
• Slide 7: “Small dachshund on white background” File #: 8988736
• Slide 8: “Dynamic Duo” File #: 10314405
• Slide 14: “Very little aviation” File #: 3634332
• Slide 19: “Open air rock festival” File #: 4592559
• Slide 21: “special pinned on noticeboard” File #: 11253835
• Slide 27: “Inquisitive Chihuahua” File #: 5979084
• Slide 30: “Be Heard (XXL)” File #: 7454036
• Slide 33: “Service Bell” File #: 8634988
• Slide 35: “Child at Play” File #: 6221120
• Slide 39: “postit note” File #: 2170242

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