Top 10 Ways Marketers can Use Foursquare from OMS 2011

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

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

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

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Top 10 Ways Marketers can Use Foursquare from OMS 2011

by Mike Lewis on Feb 10, 2011

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