Location, location, location - Kristal


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Location, location, location - Kristal

  1. 1. Foursquare and Tourism<br />Utilising location based social media in domestic tourism<br />Kristal Ireland – Head of Digital at Welcome to Yorkshire<br />@kristalsmile<br />
  2. 2. Welcome to Yorkshire Take Over Yorkshire on Foursquare<br />In September 2010 WTY became the 1st tourist board in Europe to have an official branded page on Foursquare<br />
  3. 3. How did we do it?<br />Pretty simple - we asked nicely <br />One of my team made contact directly with Foursquare in the States and filled in their application form online <br />Within a couple of weeks our application was approved and off we went<br />
  4. 4. How did we do it?<br />Once our branded page was live the fun began<br />Several of our team spent their own time loading up our profile with tips of things to do at major venues around Yorkshire<br />
  5. 5. Popular venues <br />
  6. 6. Popular Venues<br />
  7. 7. Why did we do it?<br />We like to innovate!<br />Its free!<br />It was a great way to build our brand on social media<br />
  8. 8. Why did we do it?<br />We have over 9,500 followers on Foursquare<br />We are all over Foursquare in Yorkshire so our brand message appears on users mobiles at check-in <br />
  9. 9. How did we amplify it?<br />We trained over 1000 WTY members on social media over 3 months in 2010 <br />Alongside training on Twitter and Facebook we gave specific training to businesses on how to claim and promote their venues on Foursquare<br />
  10. 10. How did we amplify it?<br />We realised pretty early on that it wasn't about us<br />Success was based on building a community around Yorkshire on Foursquare <br />Getting Yorkshire businesses to embrace the technology was key<br />
  11. 11. How did we amplify it?<br />We created a Tumblr account and got our members to send us in pictures of their window clings<br />
  12. 12. How did we amplify it?<br />We gave support to many members who wanted to give it a try <br />Foursquare in the States were great help and sent us a box of window clings<br />
  13. 13. How did we amplify it?<br />We had lots of businesses putting specials on, including:<br />Free brownies after 5 check-ins<br />50% of entry on Foursquare check-in<br />Free coffee/tea in museum cafes<br />Free attraction visitor guides<br />
  14. 14. The Future?<br />Recent research done by Beyond Agency at the Social Loco Conference this year suggested that many users have privacy concerns about location based apps<br />Only 17% of social media users surveyed use social location apps<br />63% of those that are doing are engaging with big brands<br />
  15. 15. The Future?<br />US based research puts Facebook Places firmly out front in the mass consumer market for check-ins <br />
  16. 16. The winning format?<br />I think it is too soon to tell!<br />Facebook needs to greatly improve its functionality and commerciality for smaller businesses using deals for it to be viable<br />Location may be a flash in the pan???!!! Could only be used by niche online early adopters? <br />We need to look to the 14-20 yr old demographic for success rates <br />