Location Based MarketingTop 10 Ways Marketers Can Leverage foursquare2/9/2011Mike LewisVP of Sales & Marketing, Awareness@bostonmike / @firstname.lastname@example.org://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 email@example.com
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
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.
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 firstname.lastname@example.org
Mike LewisVP of Sales & Marke1ng, Awareness Inc@bostonmike / @awarenessinch>p://email@example.com
Thank You Location Based Marketing Top 10 Ways to Leverage foursquare Mike Lewis VP of Sales & Marketing, Awareness firstname.lastname@example.org @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