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before we talk about opportunities, we need to understand the challenges
4 challenges of enterprise marketing on foursquare
Thousands of venues are being created daily. Managing these venues and maintaining consistency across these channels is a tremendous challenge for brands. Venue Ownership & 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. Simple Tip Creation & Management
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. Access to Specials & Badges
There are only loose tie-ins between foursquare and existing corporate loyalty programs. Integration with Loyalty Programs
10 Ways Enterprise Marketers Can Use foursquare
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. Own Your Venues
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. Venue ownership has it’s privileges
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. Utilize Tips 2
Tips placed at Historically significant locations around the country
Tips are focused on location but serve to 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
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.
Results 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 “ Teaming up with foursquare for the AMERICA THE STORY OF US promotion reinforces the HISTORY brand's 360 degree approach of aggressively reaching our viewers in new platforms," Chris Moseley, SVP of Marketing for HISTORY.
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. Follow your Visitors 3
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
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
Results 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
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. Market your Participation 4
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
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
Results 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
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. Promote Check-Ins 5
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. Offer a Special 6
American Eagle Outfitters is offering a 15% discount to foursquare users who check in at any of their 950+ stores nationwide. 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
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. Mirror your Venue(s) on Facebook 7
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/
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. Reward Loyalty 8
Reserved parking spot for the Mayor at MarketFair Mall in Princeton, NJ.
Escalating rewards for checking in and bringing more friends along at B&O American Brasserie in Baltimore, MD
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.
Free bottle of wine during the week of your birthday — worth your age in dollars — at Restaurant Max in Minneapolis.
Free round of shots for the Mayor — and five friends — at Front Page News in Atlanta.
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. Identify your Influencers 9
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.”
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. Offer First Check-In Promotions 10