• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Top 10 Ways Marketers can Use Foursquare from OMS 2011
 

Top 10 Ways Marketers can Use Foursquare from OMS 2011

on

  • 5,007 views

My presentation on Foursquare from OMS 2011

My presentation on Foursquare from OMS 2011

Statistics

Views

Total Views
5,007
Views on SlideShare
4,639
Embed Views
368

Actions

Likes
8
Downloads
120
Comments
0

12 Embeds 368

http://sazbean.com 246
http://www.conseilsmarketing.fr 51
http://www.heystephanie.com 37
http://www.conseilsmarketing.com 17
http://feeds.feedburner.com 6
url_unknown 3
http://ec2-50-16-51-236.compute-1.amazonaws.com 3
http://translate.googleusercontent.com 1
http://us-w1.rockmelt.com 1
http://twitter.com 1
http://www.slideshare.net 1
http://heystephanie.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

Top 10 Ways Marketers can Use Foursquare from OMS 2011 Top 10 Ways Marketers can Use Foursquare from OMS 2011 Presentation Transcript

  • Location Based MarketingTop 10 Ways Marketers Can Leverage foursquare2/9/2011Mike LewisVP of Sales & Marketing, Awareness@bostonmike / @awarenessincmlewis@awarenessnetworks.comhttp://blog.socialepisodes.com
  • A Little About Me • Boston native, New Dad, Entrepreneur and marketing guy • Ran marketing & sales at several start-ups and have used more than social media alone • Active blogger, tweeter, and social media enthusiast • VP of Sales & Marketing at Awareness Inc.
  • Top Ways
Enterprise10 Marketers
Can
 Leverage
foursquare Mike
Lewis VP
of
Marke1ng,

Awareness
Inc @bostonmike
/
@awarenessinc h>p://blog.socialepisodes.com mike.lewis@awarenessnetworks.com
  • Unlock your world...
  • By the numbers...h>p://blog.foursquare.com/2011/01/24/2010infographic
  • 6,000,000+ Usersh>p://blog.foursquare.com/2011/01/24/2010infographic
  • h>p://blog.foursquare.com/2011/01/24/2010infographic
  • h>p://blog.foursquare.com/2011/01/24/2010infographic
  • h>p://blog.foursquare.com/2011/01/24/2010infographic
  • before
we
talk
about
opportuni1es,
we
need
to
understand
the
challenges
  • 4 challenges
of
enterprise
 marke1ng
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
CreaGon
&
 ManagementThere
is
no
simple
way
to
create
a
 single
1p
to
share
with
mul1ple
 venues.
Crea1ng
1ps
for
mul1ple
loca1ons
is
a
manual
process
that
 requires
constant
upda1ng
and
 management.
  • Access
to
Specials
&
BadgesVenue
ownership
must
be
established
to
 create
“Specials
Nearby”,
however
 specials
can
not
be
created
for
mul1ple
 venues
simultaneously.

Also,
custom
badges
can
not
created
without
the
help
 of
foursquare
directly.

  • IntegraGon
with
Loyalty
 ProgramsThere
are
only
loose
1e‐ins
between
 foursquare
and
exis1ng
corporate
 loyalty
programs.

  • Case Study Tas1RewardsBackground• a
rewards
program
that
incen1vizes
customers
to
 associate
their
Twi>er
and
Foursquare
accounts
with
their
 Tas1
D‐Lite
membership
cards• Customers
can
use
their
TreatCards
—
which
also
double
 as
giW
cards
—
to
earn
points
for
purchases,
but
those
 that
opt
in
to
the
social
media
bonuses
will
automa1cally
 earn
addi1onal
points.• They’ll
also
update
their
Twi>er
and
Foursquare
accounts
 each
1me
the
card
is
swiped
and
points
are
earned
or
 redeemed. 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
  • all
challenges
are
opportuni1es
in
disguise
  • 10 Ways
Enterprise
Marketers
 Can
Use
foursquare
  • Own
Your
Venues1 Venues
get
created
by
individual
members
and
can
be
missing
 informa1on,
or
be
inaccurate.
Claiming
a
venue
allows
brands
 to
update
venue
informa1on,
give
the
company
access
to
extra
 data
and
provide
special
offers.
  • Venue
ownership
has
it’s
privileges Access
real‐1me
data
including
who
has
 “checked
in”,
when
they
arrived,
the
male‐ to‐female
customer
ra1o
and
which
1mes
 of
day
are
more
ac1ve
for
certain
 customers.
 Venue
owners
can
also
offer
instant
 promo1ons
to
try
to
engage
new
 customers
and
keep
current
ones.
  • UGlize
Tips2 One
of
the
easiest
ways
to
get
started
in
foursquare
is
to
u1lize
 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:
U1lizing
TipsBackground “Teaming
up
with
foursquare
for
• Tips
placed
at
Historically
significant
loca1ons
 the
AMERICA
THE
STORY
OF
US
 promo1on
reinforces
the
HISTORY
 around
the
country brands
360
degree
approach
of
• Tips
are
focused
on
loca1on
but
serve
to
promote
 aggressively
reaching
our
viewers
 in
new
plagorms," the
TV
show
“America:
The
Story
of
US” Chris
Moseley,
SVP
of
Marke3ng
for
• Users
automa1cally
entered
into
a
sweepstakes,
in
 HISTORY. which
10
randomly
selected
users
will
win
prizes
 each
week
from
April
25
through
June
6Results 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
networks
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
Twi>er.

When
you
click
on
their
profile,
drill
into
their
 Twi>er
account
and
be
sure
to
“follow”
them.
If
they
 reciprocate,
you
have
another
way
to
get
your
news
and
 informa1on
in
front
of
them.
  • Case Study The
Pit
BBQBackground• Local
BBQ
restaurant
in
Raleigh,
NC• Recognized
people
who
regularly
men1on
The
Pit
 in
their
tweets• Became
popular
mee1ng
loca1on
for
Twi>er
users• Spent
1me
connec1ng
with
and
reaching
out
to
 patrons
on
Twi>er
and
foursquare• Rewarded
foursquare
mayors
and
social
media
 followers
with
lunchResults Solid
Buzz
across
mul1ple
channels Loyal
followers
and
patrons Iden1fied
brand
enthusiasts
and
influencers
to
spread
the
 word
and
encourage
repeat
business The
restaurant
is
constantly
packed
and
conGnuing
to
 benefit
from
developing
relaGonships
through
social
 channels Sources:
21
Unique
Loca1on
Examples
from
Foursquare,
Gowalla,
Whrrl,
and
MyTown”,
Social
 Fresh
by
Jason
Keath “Social
Media
Case
Study:
How
The
Pit
Uses
Twi>er
and
Foursquare”,
1918
Internet
Services,
 by
Phil
Buckley
  • Market
your
ParGcipaGon4 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
par1cipa1on.
  • Case Study Harvard
UniversityBackground• First
university
to
use
foursquare
to
help
students
 explore
their
campus
and
surrounding
places
of
 interest• Users
can
create
an
up‐to‐date
ra1ngs
of
stores,
 restaurants,
businesses,
and
other
venues
 throughout
Harvard
Square• Users
can
earn
points,
and
ul1mately
acquire
 coveted
foursquare
badgesResults Marketed
a
new
channel
to
students
and
visitors
to
 help
explore
surrounding
area Buzz
for
students
and
visitors
alike Channel
to
highlight
local
1ps Encourages
students
to
explore
their
campus
with
 Gps Sources:
21
Unique
Loca1on
Examples
from
Foursquare,
Gowalla,
Whrrl,
and
MyTown”,
 Social
Fresh
by
Jason
Keath “Harvard
on
Foursquare”,
Harvard
Gaze>e
  • PlaceWidget
makes
it
easy
to
add
your
 foursquare
venue
informa1on
to
your
 company’s
website
or
Facebook
page
with
just
 a
few
clicks.Source:
About
Foursquare
  • Promote
Check‐Ins5 Although
the
percentage
of
visitors
using
foursquare
is
 rela1vely
small,
having
user’s
check‐in,
and
share
that
check‐in
 virally
is
a
powerful
marke1ng
tool.
Encourage
each
check‐in
to
 be
broadcast
to
that
users
Twi>er
and
Facebook
account.
  • Offer
a
Special6 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.
  • Source:
About
Foursquare
  • Source:
About
Foursquare
  • American
Eagle
Ougi>ers
is
offering
a
15%
discount
to
foursquare
 users
who
check
in
at
any
of
their
950+
stores
na1onwide.
The
offer
 was
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
Facebook7 Because
of
the
viral
nature
of
social
media
it’s
important
that
 your
audience
can
access
your
company’s
informa1on
through
 several
channels.
Many
mul1‐loca1on
venues
typically
have
 one
Facebook
Fan
Page.
Think
about
a
main
corporate
page
 and
mul1ple
local
pages.
Publish
relevant
info
to
one
or
both.
  • The
Facebook
widget
(above)
is
automa1cally
added
as
a
tab
on
your
company’s
page
 through
a
Facebook
applica1on.
With
more
screen
real
estate
to
work
with,
the
 Facebook
version
adds
a
map
of
your
venue’s
loca1on
to
the
informa1on
provided
by
 the
widget.
foursquare
even
uses
it
on
their
own
Facebook
page.Source:
h>p://abougoursquare.com/highlight‐your‐foursquare‐venue‐on‐your‐companys‐website‐or‐facebook‐page‐with‐placewidget/
  • Reward
Loyalty8 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
na1onwide
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
un1l
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
h>p://abougoursquare.com/5‐crea1ve‐foursquare‐specials/
  • IdenGfy
your
Influencers9 Use
Foursquare
to
iden1fy
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
1me.

  • Bravo
offers
badges
and
special
prizes
when
viewers
visit
more
than
500
Bravo
loca1ons.
 The
loca1ons
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.”
  • Offer
First
Check‐In
PromoGons10 Brands
can
benefit
by
rewarding
first
1me
check‐ins
to
 encourage
new
customers
to
visit
loca1ons.

While
most
 brands
are
focused
on
rewarding
repeat
customers,
there
is
an
 opportunity
to
reward
first
1me
customers.
  • Closing
Thoughts• Be
crea1ve
and
Test• Customer
loyalty
deserves
rewards• Check
in’s
don’t
need
to
be
physical• Encourage
sharing
&
par1cipa1on• U1lize
1ps
  • foursquare
Perspec1ves
is
a
free
tool
that
 provides
brands
with
valuable
and
useful
 insights
about
how
foursquare
users
are
 interac1ng
with
their
physical
loca1ons.
 The
report
delivers
key
sta1s1cs
including:
 •total
venues
 •total
check‐ins
 •unique
visitors •total
mayorshipsh>p://perspec1ves.awarenessnetworks.com/foursquare/
  • Mike
LewisInterested
in
a
Demo?
 VP
of
Marke1ng,

Awareness
Inc @bostonmike
/
@awarenessincContact
me
today! h>p://blog.socialepisodes.com mike.lewis@awarenessnetworks.com
  • Mike
LewisVP
of
Sales
&
Marke1ng,

Awareness
Inc@bostonmike
/
@awarenessinch>p://blog.socialepisodes.commike.lewis@awarenessnetworks.com
  • Thank You Location Based Marketing Top 10 Ways to Leverage foursquare Mike Lewis VP of Sales & Marketing, Awareness mlewis@awarenessnetworks.com @bostonmike www.facebook.com/bostonmike
  • Photo CreditsThe 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 CreditsThe 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