Foursquare and your Brand
J.Boye Web & Intranet Conference
Aarhus, Denmark
November 5-7, 2013

Roberto Cobianchi
@intranet...
MIMULUS
First Italian web agency working with Foursquare, since May 2010
events

know-how
The Foursquare-Italy Observatory...
Agenda


What	
  is	
  geolocaliza.on	
  and	
  why	
  is	
  it	
  so	
  important



What	
  is	
  Foursquare	
  and	
 ...
WHAT IS GEOLOCALIZATION
AND

WHY IS IT SO IMPORTANT
Hi, we are here and all is well.
Kisses

http://www.flickr.com/photos/jenwaller/3136475289/
Here she said “YESSSSSSSSSSS”

http://www.flickr.com/photos/thoughtwax/810677012/
People
Mobile “Gaming” People

[MOBILE]
# Smartphones > # Traditional Phones

[MOBILE]

http://www.marketingcharts.com/wp/interactive/smartphone-penetration-nears...
# Mobile Users > # Desktop Users

[MOBILE]

http://www.businessinsider.com/mobile-will-eclipse-desktop-by-2014-2012-6
WHAT IS FOURSQUARE AND
WHY IS IT SO USEFUL
What is




Your social network



Digital rewards and special
offers



[FOURSQUARE]

Mobile Geo Social Network

Repu...
[FOURSQUARE]



+40 million users



+4,5 billion check-ins



[FOURSQUARE]

March 2009

+1,5 million merchants
2

Elevation

1
Awareness

Social Location
Marketing

4

5

[FOURSQUARE]

Social
Network
Advice

Purchase

3
Consideration
Check-ins as Word-Of-Mouth

[FOURSQUARE]

http://www.youtube.com/watch?feature=player_embedded&v=1Vc044LZlCI
brand page

venue

check-in

tip
special

mayor
badge
[FOURSQUARE]
HOW YOU CAN BEST USE
FOURSQUARE
BRIEF	
  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐>	
  innova.on	
  /	
  mobile
STRATEGY	
  -­‐-­‐-­‐-­‐-­‐-­‐-­‐>	
  store	
  ...
[BENETTON]

http://foursquare.benetton.com/locator/index-en.php
[BENETTON]

http://foursquare.benetton.com/locator/index-en.php
[BENETTON]

http://foursquare.benetton.com/locator/index-en.php
[BENETTON]
[BENETTON]
[BENETTON]
Lessons learned

TURKEY

???

FROM THE PARKING LOT

RUSSIA

[BENETTON]
BRIEF	
  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐>	
  community	
  /	
  fun
STRATEGY	
  -­‐-­‐-­‐-­‐-­‐-­‐-­‐>	
  grow	
  comm...
[4SQDAYITA]

http://map.4sqday.it
[4SQDAYITA]

http://map.4sqday.it
Lessons learned

[4SQDAYITA]
Wrap up


What	
  is	
  geolocaliza.on	
  and	
  why	
  it	
  is	
  so	
  important



What	
  is	
  Foursquare	
  and	
...
“Social location marketing is bringing
businesses closer to their customers and
potential customers than any other
marketi...
Thanks :)

ROBERTO COBIANCHI
roberto.cobianchi@mimulus.it
@intranetlife
it.linkedin.com/in/cobianchi

MIMULUS
Via San Pier...
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Foursquare and your brand

  1. 1. Foursquare and your Brand J.Boye Web & Intranet Conference Aarhus, Denmark November 5-7, 2013 Roberto Cobianchi @intranetlife @mimulus @FoursquareIT roberto.cobianchi@mimulus.it - www.mimulus.it - www.foursquareitalia.org
  2. 2. MIMULUS First Italian web agency working with Foursquare, since May 2010 events know-how The Foursquare-Italy Observatory http://www.foursquareitalia.org Translation of Foursquare website (support) - 2011 Italian Foursquare Mayors Conference - 2010 and 2011 www.4sqconf.org First Foursquare Treasure Hunt http://www.mimulus.it/eventi/caccia-tesorofoursquare Foursquare Day 2011, 2012, 2013 - Bologna www.4sqday.it sw solutions clients Venue locator www.4sqmap.it Tip scheduling www.4sqtip.it Social Location Marketing www.4sqbiz.it concept Treasure Hunt and Guided Tours http://www.surfincity.it [MIMULUS] http://www.mimulus.it - http://www.foursquareitalia.org
  3. 3. Agenda  What  is  geolocaliza.on  and  why  is  it  so  important  What  is  Foursquare  and  why  is  it  so  useful  How  can  you  best  use  Foursquare [AGENDA]
  4. 4. WHAT IS GEOLOCALIZATION AND WHY IS IT SO IMPORTANT
  5. 5. Hi, we are here and all is well. Kisses http://www.flickr.com/photos/jenwaller/3136475289/
  6. 6. Here she said “YESSSSSSSSSSS” http://www.flickr.com/photos/thoughtwax/810677012/
  7. 7. People Mobile “Gaming” People [MOBILE]
  8. 8. # Smartphones > # Traditional Phones [MOBILE] http://www.marketingcharts.com/wp/interactive/smartphone-penetration-nears-60-of-the-mobile-market-30760/
  9. 9. # Mobile Users > # Desktop Users [MOBILE] http://www.businessinsider.com/mobile-will-eclipse-desktop-by-2014-2012-6
  10. 10. WHAT IS FOURSQUARE AND WHY IS IT SO USEFUL
  11. 11. What is   Your social network  Digital rewards and special offers  [FOURSQUARE] Mobile Geo Social Network Reputation of places
  12. 12. [FOURSQUARE]
  13. 13.   +40 million users  +4,5 billion check-ins  [FOURSQUARE] March 2009 +1,5 million merchants
  14. 14. 2 Elevation 1 Awareness Social Location Marketing 4 5 [FOURSQUARE] Social Network Advice Purchase 3 Consideration
  15. 15. Check-ins as Word-Of-Mouth [FOURSQUARE] http://www.youtube.com/watch?feature=player_embedded&v=1Vc044LZlCI
  16. 16. brand page venue check-in tip special mayor badge [FOURSQUARE]
  17. 17. HOW YOU CAN BEST USE FOURSQUARE
  18. 18. BRIEF  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐>  innova.on  /  mobile STRATEGY  -­‐-­‐-­‐-­‐-­‐-­‐-­‐>  store  locator  based  on  Foursquare  /  backoffice WORK  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐> • • • • • +7  months  of  work +3.500  new  venues  were  created +2.100  duplica.ons  corrected  (merges)   ~4.000  venue  claims recovered  foot  traffic  archives  da.ng  from   08/2009  to  present   • development  of  an  ad-­‐hoc  pla[orm  for  venue   op.miza.on  &  maintenance  integrated  with   Foursquare  APIs RESULTS  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐>   • home  base  availability • foot  traffic  analysis [BENETTON]
  19. 19. [BENETTON] http://foursquare.benetton.com/locator/index-en.php
  20. 20. [BENETTON] http://foursquare.benetton.com/locator/index-en.php
  21. 21. [BENETTON] http://foursquare.benetton.com/locator/index-en.php
  22. 22. [BENETTON]
  23. 23. [BENETTON]
  24. 24. [BENETTON]
  25. 25. Lessons learned TURKEY ??? FROM THE PARKING LOT RUSSIA [BENETTON]
  26. 26. BRIEF  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐>  community  /  fun STRATEGY  -­‐-­‐-­‐-­‐-­‐-­‐-­‐>  grow  community  &  engage  people WORK  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐> • • • • • • • +1  month  of  work +1  day  event  (24  hours) +200  people  par.pa.ng   +1.100  checks-­‐in 143  photos +400  standard  comments  in  the  pla[orm +800  comments  sent RESULTS  -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐>   • a  case  study • new  func.onality  for  our  product [4SQDAYITA] http://map.4sqday.it
  27. 27. [4SQDAYITA] http://map.4sqday.it
  28. 28. [4SQDAYITA] http://map.4sqday.it
  29. 29. Lessons learned [4SQDAYITA]
  30. 30. Wrap up  What  is  geolocaliza.on  and  why  it  is  so  important  What  is  Foursquare  and  why  it  is  so  useful  How  you  can  best  use  Foursquare [AGENDA]
  31. 31. “Social location marketing is bringing businesses closer to their customers and potential customers than any other marketing tool in recent history. It is more powerful than any other form of social media and has higher rewards for a lower cost than any other form of digital marketing. Ignoring it will bring equally higher risks. Social location sharing is happening to your product, service, venue... whether you are active or not” Simon Salt [RESOURCES] “... It’s free and takes a few minutes to set up. While it’s true that the number of users in Italy is lower than in the United States, location based services like Foursquare aren’t going away. They continue to grow every day, in every city, everywhere in the world. It’s better to be an early adopter than a late-comer!” Carmine Gallo
  32. 32. Thanks :) ROBERTO COBIANCHI roberto.cobianchi@mimulus.it @intranetlife it.linkedin.com/in/cobianchi MIMULUS Via San Pier Tommaso 18/3 40139 Bologna www.mimulus.it @mimulus “Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful” Albert Schweitzer /company/mimulus OSSERVATORIO FOURSQUARE ITALIA www.foursquareitalia.org @foursquareIT /company/foursquareitalia.org [CONTACTS]
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