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Top 10 Ways Marketers Can Leverage foursquare
2/9/2011
Mike Lewis
VP of Sales & Marketing, Awareness
@bostonmike / @awarenessinc
mlewis@awarenessnetworks.com
http://blog.socialepisodes.com
2. 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.
3. Top WaysâŠEnterprise
10 MarketersâŠCanâŠ
LeverageâŠfoursquare
MikeâŠLewis
VPâŠofâŠMarke1ng,âŠâŠAwarenessâŠInc
@bostonmikeâŠ/âŠ@awarenessinc
h>p://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com
6. 6,000,000+
Users
h>p://blog.foursquare.com/2011/01/24/2010infographic
12. 4 challengesâŠofâŠenterpriseâŠ
marke1ngâŠonâŠfoursquare
13. VenueâŠOwnershipâŠ&âŠ
Management
ThousandsâŠofâŠvenuesâŠareâŠbeingâŠ
createdâŠdaily.âŠManagingâŠtheseâŠ
venuesâŠandâŠmaintainingâŠconsistencyâŠ
acrossâŠtheseâŠchannelsâŠisâŠaâŠ
tremendousâŠchallengeâŠforâŠbrands.âŠ
14. SimpleâŠTipâŠCreaGonâŠ&âŠ
Management
ThereâŠisâŠnoâŠsimpleâŠwayâŠtoâŠcreateâŠaâŠ
singleâŠ1pâŠtoâŠshareâŠwithâŠmul1pleâŠ
venues.âŠCrea1ngâŠ1psâŠforâŠmul1pleâŠ
loca1onsâŠisâŠaâŠmanualâŠprocessâŠthatâŠ
requiresâŠconstantâŠupda1ngâŠandâŠ
management.
16. IntegraGonâŠwithâŠLoyaltyâŠ
Programs
ThereâŠareâŠonlyâŠlooseâŠ1eâinsâŠbetweenâŠ
foursquareâŠandâŠexis1ngâŠcorporateâŠ
loyaltyâŠprograms.âŠ
17. Case
Study
Tas1Rewards
Background
⢠aâŠrewardsâŠprogramâŠthatâŠincen1vizesâŠcustomersâŠtoâŠ
associateâŠtheirâŠTwi>erâŠandâŠFoursquareâŠaccountsâŠwithâŠtheirâŠ
Tas1âŠDâLiteâŠmembershipâŠcards
⢠CustomersâŠcanâŠuseâŠtheirâŠTreatCardsâŠââŠwhichâŠalsoâŠdoubleâŠ
asâŠgiWâŠcardsâŠââŠtoâŠearnâŠpointsâŠforâŠpurchases,âŠbutâŠthoseâŠ
thatâŠoptâŠinâŠtoâŠtheâŠsocialâŠmediaâŠbonusesâŠwillâŠautoma1callyâŠ
earnâŠaddi1onalâŠpoints.
⢠TheyâllâŠalsoâŠupdateâŠtheirâŠTwi>erâŠandâŠFoursquareâŠaccountsâŠ
eachâŠ1meâŠtheâŠcardâŠisâŠswipedâŠandâŠpointsâŠareâŠearnedâŠorâŠ
redeemed.
Sources:âŠ'America:âŠTheâŠStoryâŠofâŠUs'âŠIsâŠHistoryâŠChannelâŠRecordâŠBreakerâ,âŠTheâŠWrapâŠbyâŠBrentâŠLang
âHistoryâŠChannelâŠLaunchesâŠFoursquareâŠCampaignâŠandâŠaâŠNewâŠBadgeâ,âŠMashable,âŠbyâŠJolieâŠOâDell
19. 10 WaysâŠEnterpriseâŠMarketersâŠ
CanâŠUseâŠfoursquare
20. OwnâŠYourâŠVenues
1 VenuesâŠgetâŠcreatedâŠbyâŠindividualâŠmembersâŠandâŠcanâŠbeâŠmissingâŠ
informa1on,âŠorâŠbeâŠinaccurate.âŠClaimingâŠaâŠvenueâŠallowsâŠbrandsâŠ
toâŠupdateâŠvenueâŠinforma1on,âŠgiveâŠtheâŠcompanyâŠaccessâŠtoâŠextraâŠ
dataâŠandâŠprovideâŠspecialâŠoďŹers.
21. VenueâŠownershipâŠhasâŠitâsâŠprivileges
AccessâŠrealâ1meâŠdataâŠincludingâŠwhoâŠhasâŠ
âcheckedâŠinâ,âŠwhenâŠtheyâŠarrived,âŠtheâŠmaleâ
toâfemaleâŠcustomerâŠra1oâŠandâŠwhichâŠ1mesâŠ
ofâŠdayâŠareâŠmoreâŠac1veâŠforâŠcertainâŠ
customers.âŠ
VenueâŠownersâŠcanâŠalsoâŠoďŹerâŠinstantâŠ
promo1onsâŠtoâŠtryâŠtoâŠengageâŠnewâŠ
customersâŠandâŠkeepâŠcurrentâŠones.
22. UGlizeâŠTips
2 OneâŠofâŠtheâŠeasiestâŠwaysâŠtoâŠgetâŠstartedâŠinâŠfoursquareâŠisâŠtoâŠu1lizeâŠ
theâŠTips.âŠForâŠexample,âŠaâŠuserâŠwhoâŠchecksâŠintoâŠaâŠlocalâŠmovieâŠ
theaterâŠcanâŠgetâŠaâŠTipâŠsayingâŠâBeâŠsureâŠtoâŠcheckâŠoutâŠtheâŠnewestâŠ
comedyâŠfromâŠWillâŠFerrellâ.âŠâŠThisâŠhelpsâŠtoâŠinďŹuenceâŠandâŠdriveâŠ
traďŹcâŠtoâŠpointâŠofâŠsaleâŠconversions.
23. Case
Study
HISTORY:âŠU1lizingâŠTips
Background âTeamingâŠupâŠwithâŠfoursquareâŠforâŠ
⢠TipsâŠplacedâŠatâŠHistoricallyâŠsigniďŹcantâŠloca1ons⊠theâŠAMERICAâŠTHEâŠSTORYâŠOFâŠUSâŠ
promo1onâŠreinforcesâŠtheâŠHISTORYâŠ
aroundâŠtheâŠcountry brand'sâŠ360âŠdegreeâŠapproachâŠofâŠ
⢠TipsâŠareâŠfocusedâŠonâŠloca1onâŠbutâŠserveâŠtoâŠpromote⊠aggressivelyâŠreachingâŠourâŠviewersâŠ
inâŠnewâŠplagorms,"
theâŠTVâŠshowâŠâAmerica:âŠTheâŠStoryâŠofâŠUSâ ChrisâŠMoseley,âŠSVPâŠofâŠMarke3ngâŠforâŠ
⢠UsersâŠautoma1callyâŠenteredâŠintoâŠaâŠsweepstakes,âŠin⊠HISTORY.
whichâŠ10âŠrandomlyâŠselectedâŠusersâŠwillâŠwinâŠprizesâŠ
eachâŠweekâŠfromâŠAprilâŠ25âŠthroughâŠJuneâŠ6
Results
ďź GreatâŠviralâŠâBuzzââŠthroughoutâŠtheâŠ
series
ďź NewâŠviewersâŠtoâŠhistoryâŠchannel
ďź "AmericaâŠTheâŠStoryâŠofâŠUS"âŠbecameâŠ
theâŠmostâŠwatchedâŠandâŠhighestâŠratedâŠ
programâŠinâŠtheâŠnetwork'sâŠhistory.âŠ
Sources:âŠ'America:âŠTheâŠStoryâŠofâŠUs'âŠIsâŠHistoryâŠChannelâŠRecordâŠBreakerâ,âŠTheâŠWrapâŠbyâŠBrentâŠLang
âHistoryâŠChannelâŠLaunchesâŠFoursquareâŠCampaignâŠandâŠaâŠNewâŠBadgeâ,âŠMashable,âŠbyâŠJolieâŠOâDell
24. 3
FollowâŠyourâŠVisitors
SureâŠitâŠsoundsâŠcreepy,âŠbutâŠmanyâŠFoursquareâŠusersâŠareâŠalsoâŠ
usingâŠTwi>er.âŠâŠWhenâŠyouâŠclickâŠonâŠtheirâŠproďŹle,âŠdrillâŠintoâŠtheirâŠ
Twi>erâŠaccountâŠandâŠbeâŠsureâŠtoâŠâfollowââŠthem.âŠIfâŠtheyâŠ
reciprocate,âŠyouâŠhaveâŠanotherâŠwayâŠtoâŠgetâŠyourâŠnewsâŠandâŠ
informa1onâŠinâŠfrontâŠofâŠthem.
25. Case
Study
TheâŠPitâŠBBQ
Background
⢠LocalâŠBBQâŠrestaurantâŠinâŠRaleigh,âŠNC
⢠RecognizedâŠpeopleâŠwhoâŠregularlyâŠmen1onâŠTheâŠPitâŠ
inâŠtheirâŠtweets
⢠BecameâŠpopularâŠmee1ngâŠloca1onâŠforâŠTwi>erâŠusers
⢠SpentâŠ1meâŠconnec1ngâŠwithâŠandâŠreachingâŠoutâŠtoâŠ
patronsâŠonâŠTwi>erâŠandâŠfoursquare
⢠RewardedâŠfoursquareâŠmayorsâŠandâŠsocialâŠmediaâŠ
followersâŠwithâŠlunch
Results
ďź SolidâŠBuzzâŠacrossâŠmul1pleâŠchannels
ďź LoyalâŠfollowersâŠandâŠpatrons
ďź Iden1ďŹedâŠbrandâŠenthusiastsâŠandâŠinďŹuencersâŠtoâŠspreadâŠtheâŠ
wordâŠandâŠencourageâŠrepeatâŠbusiness
ďź TheâŠrestaurantâŠisâŠconstantlyâŠpackedâŠandâŠconGnuingâŠtoâŠ
beneďŹtâŠfromâŠdevelopingâŠrelaGonshipsâŠthroughâŠsocialâŠ
channels
Sources:âŠ'21âŠUniqueâŠLoca1onâŠExamplesâŠfromâŠFoursquare,âŠGowalla,âŠWhrrl,âŠandâŠMyTownâ,âŠSocialâŠ
FreshâŠbyâŠJasonâŠKeath
âSocialâŠMediaâŠCaseâŠStudy:âŠHowâŠTheâŠPitâŠUsesâŠTwi>erâŠandâŠFoursquareâ,âŠ1918âŠInternetâŠServices,âŠ
byâŠPhilâŠBuckley
26. MarketâŠyourâŠParGcipaGon
4 WhileâŠsomeâŠofâŠyourâŠsocialâŠmediaâŠsavvyâŠcustomersâŠwillâŠcheckinâŠ
andâŠadoptâŠfoursquare,âŠaâŠmajorityâŠdonâtâŠevenâŠknowâŠitâŠexists.âŠ
Therefore,âŠitâsâŠimportantâŠtoâŠpromoteâŠfoursquareâŠdealsâŠandâŠ
specialsâŠtoâŠyourâŠcustomerâŠbaseâŠtoâŠincreaseâŠpar1cipa1on.
27. Case
Study
HarvardâŠUniversity
Background
⢠FirstâŠuniversityâŠtoâŠuseâŠfoursquareâŠtoâŠhelpâŠstudentsâŠ
exploreâŠtheirâŠcampusâŠandâŠsurroundingâŠplacesâŠofâŠ
interest
⢠UsersâŠcanâŠcreateâŠanâŠupâtoâdateâŠra1ngsâŠofâŠstores,âŠ
restaurants,âŠbusinesses,âŠandâŠotherâŠvenuesâŠ
throughoutâŠHarvardâŠSquare
⢠UsersâŠcanâŠearnâŠpoints,âŠandâŠul1matelyâŠacquireâŠ
covetedâŠfoursquareâŠbadges
Results
ďź MarketedâŠaâŠnewâŠchannelâŠtoâŠstudentsâŠandâŠvisitorsâŠtoâŠ
helpâŠexploreâŠsurroundingâŠarea
ďź BuzzâŠforâŠstudentsâŠandâŠvisitorsâŠalike
ďź ChannelâŠtoâŠhighlightâŠlocalâŠ1ps
ďź EncouragesâŠstudentsâŠtoâŠexploreâŠtheirâŠcampusâŠwithâŠ
Gps Sources:âŠ'21âŠUniqueâŠLoca1onâŠExamplesâŠfromâŠFoursquare,âŠGowalla,âŠWhrrl,âŠandâŠMyTownâ,âŠ
SocialâŠFreshâŠbyâŠJasonâŠKeath
âHarvardâŠonâŠFoursquareâ,âŠHarvardâŠGaze>e
29. PromoteâŠCheckâIns
5 AlthoughâŠtheâŠpercentageâŠofâŠvisitorsâŠusingâŠfoursquareâŠisâŠ
rela1velyâŠsmall,âŠhavingâŠuserâsâŠcheckâin,âŠandâŠshareâŠthatâŠcheckâinâŠ
virallyâŠisâŠaâŠpowerfulâŠmarke1ngâŠtool.âŠEncourageâŠeachâŠcheckâinâŠtoâŠ
beâŠbroadcastâŠtoâŠthatâŠusersâŠTwi>erâŠandâŠFacebookâŠaccount.
31. OďŹerâŠaâŠSpecial
6 OďŹerâŠspecialsâŠtoâŠmayorsâŠorâŠeverydayâŠvisitorsâŠandâŠevenâŠspecifyâŠ
howâŠmanyâŠcheckâinsâŠareâŠrequiredâŠtoâŠachieveâŠaâŠspecial.âŠInâŠorderâŠ
toâŠdoâŠthisâŠyouâŠneedâŠtoâŠâclaimâŠyourâŠvenueââŠ(seeâŠpointâŠ1.)âŠOnceâŠaâŠ
specialâŠisâŠoďŹered,âŠfoursquareâŠincludesâŠaâŠâSpecialâŠIconââŠnextâŠtoâŠ
yourâŠvenueâŠwhenâŠitâŠisâŠlistedâŠinâŠsearchâŠresults.
34. AmericanâŠEagleâŠOugi>ersâŠisâŠoďŹeringâŠaâŠ15%âŠdiscountâŠtoâŠfoursquareâŠ
usersâŠwhoâŠcheckâŠinâŠatâŠanyâŠofâŠtheirâŠ950+âŠstoresâŠna1onwide.âŠTheâŠoďŹerâŠ
wasâŠgoodâŠthroughâŠJulyâŠ31.
MayorsâŠreceiveâŠaâŠ25%âŠdiscount,âŠwhileâŠotherâŠusersâŠ
receiveâŠaâŠ15%âŠdiscountâŠforâŠtheirâŠ5thâŠcheckin.TheâŠAnnâŠ
TaylorâŠoďŹersâŠshowâŠaâŠcouponâŠcodeâŠforâŠcashiersâŠtoâŠuse.
Source:âŠAboutâŠFoursquare
35. MirrorâŠyourâŠVenue(s)âŠonâŠFacebook
7
BecauseâŠofâŠtheâŠviralâŠnatureâŠofâŠsocialâŠmediaâŠitâsâŠimportantâŠthatâŠ
yourâŠaudienceâŠcanâŠaccessâŠyourâŠcompanyâsâŠinforma1onâŠthroughâŠ
severalâŠchannels.âŠManyâŠmul1âloca1onâŠvenuesâŠtypicallyâŠhaveâŠ
oneâŠFacebookâŠFanâŠPage.âŠThinkâŠaboutâŠaâŠmainâŠcorporateâŠpageâŠ
andâŠmul1pleâŠlocalâŠpages.âŠPublishâŠrelevantâŠinfoâŠtoâŠoneâŠorâŠboth.
36. TheâŠFacebookâŠwidgetâŠ(above)âŠisâŠautoma1callyâŠaddedâŠasâŠaâŠtabâŠonâŠyourâŠcompanyâsâŠpageâŠ
throughâŠaâŠFacebookâŠapplica1on.âŠWithâŠmoreâŠscreenâŠrealâŠestateâŠtoâŠworkâŠwith,âŠtheâŠ
FacebookâŠversionâŠaddsâŠaâŠmapâŠofâŠyourâŠvenueâsâŠloca1onâŠtoâŠtheâŠinforma1onâŠprovidedâŠbyâŠ
theâŠwidget.âŠfoursquareâŠevenâŠusesâŠitâŠonâŠtheirâŠownâŠFacebookâŠpage.
Source:âŠh>p://abougoursquare.com/highlightâyourâfoursquareâvenueâonâyourâcompanysâwebsiteâorâfacebookâpageâwithâplacewidget/
38. RewardâŠLoyalty
8 DevelopâŠaâŠloyaltyâŠsystemâŠforâŠrepeatâŠcustomers.âŠForâŠexample,âŠ
everyâŠ10thâŠcheckâŠinâŠgetsâŠaâŠfreeâŠsmallâŠcoďŹeeâŠorâŠ5%âŠdiscountâŠonâŠ
aâŠpurchase.âŠâŠStarbucksâŠrecentlyâŠoďŹeredâŠaâŠdollarâŠoďŹâŠtoâŠâmayorsââŠ
ofâŠtheâŠvariousâŠStarbucksâŠvenues.âŠ
39. StarbucksâŠMayorâŠSpecial
⢠FirstâŠeverâŠna1onwideâŠspecialâŠexclusivelyâŠforâŠMayors
⢠MayorsâŠofâŠthisâŠstore,âŠenjoyâŠ$1âŠoďŹâŠaâŠNEWâŠhoweverâ
youâwantâitâŠFrappuccinoâŠblendedâŠbeverage.âŠAnyâŠsize,âŠ
anyâŠďŹavor.âŠOďŹerâŠvalidâŠun1lâŠ6/28.
40. 5âŠUniqueâŠfoursquareâŠSpecials
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
Reidâs Garage at Comic-Con San Diego. The
âgarageâ 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
â worth your age in dollars â at Restaurant Max in
Minneapolis.
5. Free round of shots for the Mayor â and five
friends â at Front Page News in Atlanta.
SourceâŠh>p://abougoursquare.com/5âcrea1veâfoursquareâspecials/
41. IdenGfyâŠyourâŠInďŹuencers
9 UseâŠFoursquareâŠtoâŠiden1fyâŠyourâŠmostâŠloyalâŠcustomersâŠandâŠ
encourageâŠthemâŠtoâŠspreadâŠtheâŠword.âŠOďŹerâŠspecialsâŠtargetedâŠatâŠ
MayorsâŠorâŠindividualsâŠwhoâŠhaveâŠaâŠhighâŠnumberâŠcheckâinsâŠoverâŠ
aâŠspeciďŹedâŠperiodâŠofâŠ1me.âŠ
44. OďŹerâŠFirstâŠCheckâInâŠPromoGons
10 BrandsâŠcanâŠbeneďŹtâŠbyâŠrewardingâŠďŹrstâŠ1meâŠcheckâinsâŠtoâŠ
encourageâŠnewâŠcustomersâŠtoâŠvisitâŠloca1ons.âŠâŠWhileâŠmostâŠ
brandsâŠareâŠfocusedâŠonâŠrewardingâŠrepeatâŠcustomers,âŠthereâŠisâŠanâŠ
opportunityâŠtoâŠrewardâŠďŹrstâŠ1meâŠcustomers.
46. ClosingâŠThoughts
⢠BeâŠcrea1veâŠandâŠTest
⢠CustomerâŠloyaltyâŠdeservesâŠrewards
⢠CheckâŠinâsâŠdonâtâŠneedâŠtoâŠbeâŠphysical
⢠EncourageâŠsharingâŠ&âŠpar1cipa1on
⢠U1lizeâŠ1ps
47. foursquareâŠPerspec1vesâŠisâŠaâŠfreeâŠtoolâŠthatâŠ
providesâŠbrandsâŠwithâŠvaluableâŠandâŠusefulâŠ
insightsâŠaboutâŠhowâŠfoursquareâŠusersâŠareâŠ
interac1ngâŠwithâŠtheirâŠphysicalâŠloca1ons.âŠ
TheâŠreportâŠdeliversâŠkeyâŠsta1s1csâŠincluding:âŠ
â˘totalâŠvenuesâŠ
â˘totalâŠcheckâinsâŠ
â˘uniqueâŠvisitors
â˘totalâŠmayorships
h>p://perspec1ves.awarenessnetworks.com/foursquare/
51. 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
52. Photo Credits
The following are from Flickr. Used with a Creative Commons license:
⢠Slide 1: âFoursquare Pins and Tattoos - SXSW 2010â. Taken by nan palermo
⢠Slide 3: âFoursquare Buttonsâ. Taken by Remco Janssen
⢠Slide 4: âPark City Storefront 03â. Taken by Atelier Teee
⢠Slide 5: âCrayon Tipsâ. Taken by Darrren Hester
⢠Slide 6: â$$ off for foursquare checkins and the mayor drinks for free!â. Taken by @superamit
⢠Slide 9: âFoursquare in the house!â. Taken by mjpeacecorps
⢠Slide 10: âStorefrontsâ. Taken by A30_Tsitika
⢠Slide 12: âPrimary Colorsâ. Taken by nico.cavallotto
⢠Slide 16: âPurple-Orange-Blueâ. Taken by code_poet
⢠Slide 24: âFacebookâ. Taken by Franco Bouly
⢠Slide 31: â$$ off for foursquare checkins and the mayor drinks for free!â. Taken by
@superamit
53. Photo Credits
The following images were licensed from iStockPhoto:
⢠Slide 2: âbusiness teamwork - businessmen making a puzzleâ File #: 3039589
⢠Slide 7: âSmall dachshund on white backgroundâ File #: 8988736
⢠Slide 8: âDynamic Duoâ File #: 10314405
⢠Slide 14: âVery little aviationâ File #: 3634332
⢠Slide 19: âOpen air rock festivalâ File #: 4592559
⢠Slide 21: âspecial pinned on noticeboardâ File #: 11253835
⢠Slide 27: âInquisitive Chihuahuaâ File #: 5979084
⢠Slide 30: âBe Heard (XXL)â File #: 7454036
⢠Slide 33: âService Bellâ File #: 8634988
⢠Slide 35: âChild at Playâ File #: 6221120
⢠Slide 39: âpostit noteâ File #: 2170242
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