Ogilvy On: How To Use Foursquare for Business

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http://www.asiadigitalmap.com/ Ogilvy's Social Media team in APAC, 360 Digital Influence, presented via webinar in partnership with The Wall Street Journal and GoToWebinar.

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  • Foursquare para empresas (by Ogilvy)

    Mientras algunos ya imaginan la muerte de Foursquare gracias a Facebook Places, la red de geolocalización sigue avanzando. A continuación una presentación que plantea usar Foursquare para las empresas.
    Las imágenes muestran estadísticas del crecimiento de Foursquare: 2.4 millones de personas utilizan este servicio en todo el mundo. Y el 40% de los usuarios residen fuera de EE.UU.
    Algunos consejos para aprovechar esta aplicación:
    Incrementa la visibilidad de tu negocio.
    No dejes de añadir tu marca a Foursquare.
    Premia a tus clientes. Esto te traerá más consumidores.
    Puedes hacer que desde Foursquare se dirijan a tu web.
    Este slide, elaborado por asiadigitalmap para Ogilvy PR Worlwide, profundiza sobre estos pasos para mejorar tu estrategia de venta utilizando Foursquare.
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  • Useful! Thank you.
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  • Great tips on 4sq for biz.
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  • Excellent insight and tips.
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  • Good presentation. Thx!
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Ogilvy On: How To Use Foursquare for Business

  1. Social Media Belts Social Media Social Media Social Media White Belt Red Belt Black Belt Understand Participate Lead
  2. Foursquare for Business A Red Belt Training
  3. Moderator ThomasCrampton.com | @ThomasCrampton Asia-Pacific Director Ogilvy 360°Digital Influence
  4. Question Pane What city are you joining us from?
  5. Twitter Hashtag #4sq4biz
  6. Speakers Brian Giesen | @bdgiesen John Stauffer | @John Stauffer Regional Director, Sydney Regional Director, Hong Kong Ogilvy 360°Digital Influence Ogilvy 360°Digital Influence
  7. THE MOBILE LANDSCAPE
  8. 5 Million Mobile Users Worldwide in 2010!
  9. 5 million Billion Mobile Users Worldwide in 2010!
  10. Market Growth of Location Based Services $512 Million in 2012 Sydney $96 Million in 2009 Singapore Source: Forrester Research
  11. Mobile  Web  Sta,s,cs 5   15   2   100   Mobile  web  will   15K  new  users   Foursquare   100MM   outgrow  desktop   every  day,  with   syncs  to   smartphones   in  5  years. total  users  2MM.   top  2  SNS.   in  China  by  2010.  
  12. Experiencing  Foursquare Foursquare  successfully  introduced  loca,on-­‐based  services  to  the  world. See  friends’  loca,ons Check-­‐in  on  the  go Sync  to  SNS Collect  badges
  13. Jiepang:  China’s  Foursquare See  friends’  loca,ons Check-­‐in  on  the  go Sync  to  SNS Collect  badges
  14. WHAT IS FOURSQUARE
  15. POLL QUESTION Have you ever “checked in” on Foursquare?
  16. >  Check  In  
  17. >  Unlock  Badges  
  18. >  Become  Mayor  
  19. >  Deals  &  Offers  
  20. >  Useful  Tips  
  21. WHO IS USING FOURSQUARE?
  22. Foursquare Users “Go  back  3  years…  TwiZer   was  being  used  by  the  same   crowd  as  Foursquare  today.”   “It  will  be  bigger   than  TwiZer.”   Robert  Scoble   @scobleizer  
  23. Foursquare Users 2.4  MILLION   PEOPLE  USE  FOURSQUARE   GLOBALLY   40%  OF  USERS  ARE  FROM   OUTSIDE  THE  UNITED  STATES   Large  communi,es  in  Australia,   Singapore,  Hong  Kong,  Malaysia  and   Indonesia   SOURCE:  FOURSQUARE,  AUGUST  2010  
  24. Foursquare Users JUST ONE YEAR AGO 65X FEWER PEOPLE USED FOURSQUARE SOURCE:  COMPETE.COM,  AUGUST  2010  
  25. Foursquare Users 38% MORE LIKELY TO BE ASKED FOR THEIR OPINION ON PRODUCTS SOURCE:  FOURSQUARE,  AUGUST  2010  
  26. Brands on Foursquare
  27. POLL QUESTION Is Your Business Featured on Foursquare?
  28. Strategic Approach to Foursquare! 1 Strategize! 2 Build! 3 Incentivize ! 4 ! Socialize
  29. Strategic Approach to Foursquare! 1 Strategize! 2 Build! 3 Incentivize ! 4 ! Socialize Match Foursquare's Search for your venue Reward loyal users, ! Foursquare starts on functionality with your on foursquare.com. get new customers. mobile but can flow onto objective: Increased Claim your property. Foursquare's special brand websites, in-store visibility among early Not listed? Add it so offers practically pull promotions, and other adopters, sales leads, users can find you in people off the street and social web sites.! more foot traffic, etc! the neighborhood.! into your business.!
  30. Strategize •  Inventory the Foursquare objectives with your own business goals. Common Foursquare objectives: Reach & Preference Action Positioning •  Build positive word •  Build more walk-in •  Greater visibility of mouth among traffic within social media social media users •  Reward loyal • Audience awareness •  Incentivize user customers among early generated content adopters (e.g. tips) •  Increase sales • Increased brand •  Improved search presence in mobile engine rankings
  31. Strategize •  For users, Foursquare is a game above anything else and that is part of the reason for the addictive quality. •  Ask any foursquare user and they’ll tell you about their stats, the places where they are Mayor and the badges they’ve earned. •  Be sure your business strategy taps into the competitive spirit of the game.
  32. Strategize •  After identifying the objective, install the Foursquare application on your own mobile phone. Like many social apps, you have to use to really “get it”. •  Tell your staff about Foursquare and encourage them to check in to the venue. •  Foursquare makes this easy with a Staff section so that you can separate employees from customers and empower employees to directly interact with customers.
  33. Strategize •  Foursquare also allows businesses to integrate their venue with other social networks like Twitter and Facebook. •  Be sure to link any social networking sites to your new foursquare page to utilize Foursquare social syndication features
  34. Build •  Claim your venue on FourSquare.com by searching your business name among the list of registered venues. •  If you see your venue listed, click “claim” to become the official owner.
  35. Build •  If you don’t see your place of business, you can add it to the list of venues in the neighborhood. •  Click the “add things” button on the homepage to tell Foursquare about your business.
  36. Build •  Now, when anyone in the neighborhood logs into foursquare with their mobile phone, they’ll see your business listed as “nearby”. •  “Oh, I had no idea Village Tavern was on this block. I love that place.”
  37. Build •  Foursquare provides businesses with detailed analytics measuring the traffic, frequency, time of day, and comments posted by users checking in to your location. •  Track analytics immediately upon adding your venue. Think of ways to use Foursquare as an intelligence tool. •  “We have a check-in slump between 3-6pm. What can we do to bring people in the doors at that time?”
  38. Incentivize •  Use foursquare to build special deals for your users. You can customize a variety of different offers for your customers: 1.  Mayor Specials: this is your single most loyal customer on foursquare with the most check-ins. How can reward your best customer? 2.  Frequency-based Specials: these offers are unlocked every X check (e.g. Foursquare users get a 10% off every third check in 3.  Check-In Offers: unlocked when a users checks into your venue. (e.g. show your check in to the waiter for a free drink!) 4.  Wildcard Specials: always unlocked but the staff has to verify a special condition (e.g. show us your Newbie Badge to earn a free night’s stay!)
  39. Incentivize 1.  Mayor Specials: this is your single most loyal customer on foursquare with the most check-ins. How can reward your best customer?
  40. Incentivize 2.  Frequency-based Specials: these offers are unlocked at regular intervals to reward and encourage frequent check ins. "Foursquare says you've been here 10 times? That's a free drink for you!"
  41. Incentivize 3.  Check-In Offers: unlocked when a users checks into your venue. (e.g. show your check in to the waiter for a free drink!)
  42. Incentivize 4.  Wildcard Specials: always unlocked but the staff has to verify a special condition (e.g. show us your Newbie Badge to earn a free night’s stay!)
  43. Incentivize •  Your venue specials will appear on the check in page of any user near by – whether they know about your business or not! •  Foursquare users can browse nearby locations and see “Hey, there’s a special nearby. Oh Hawaiian Coffee & Smoothies. I could use a coffee right now.”
  44. Incentivize •  Users will often post tips for other foursquare users. •  Become part of the Foursquare community by reading the tips for customer insight. •  Business owners are also able to post tips to alert users to new products or services. •  Users will see the tips you and others have posted each time they check in.
  45. Socialize •  After you’ve nailed the basics – venues, specials, tips – it’s time to Socialize Foursquare beyond the mobile application into all all Marcom assets – websites, direct mail, pr, advertising. •  Consider featuring the Foursquare venue on the corporate website so visitors know you’re on foursquare before they head out the door.
  46. Socialize
  47. Socialize
  48. Socialize •  Beyond the web, let users know you’re hip to foursquare as they walk in the door. •  Promote the specials in-store to alert customers to the exclusive offers. This is a great way to increase the check-ins for newly created venues.
  49. Socialize
  50. Socialize •  For advanced users, there are a collection of third party applications that make use of Foursquare’s data. TurnSocial, for example, takes the tips and comments and streams those directly to a business homepage.
  51. CASE STUDY: MICROSOFT AUSTRALIA OFFICE MAYOR MEETUP
  52. Office Mayor Meetup Microsoft Australia Case Study -­‐  Fan  Page   -­‐  Engagement  Ads   -­‐MSFT  x-­‐ Promo,on   -­‐  @MSAU  TwiZer   -­‐  Media  Rela,ons   -­‐  Answer   -­‐  Blogger   Ques,ons   Outreach   -­‐  Loca,on  Page   -­‐  Special  Offer   -­‐  Town  Crier  Video   -­‐  100  mayor  invites  
  53. Yes.  There  Was   a  Town  Crier!    
  54. “One  of  the  first  major  brands  in  Australia  to     make  a  foray  into  Foursquare”   “Foursquare  can  be  useful,  but  admit   we  didn’t  think  of  this  par,cular   op,on.”    “ The  early  adopters  of  Foursquare  suited  Microsoj’s  aims.”  
  55. 258  Mayors  Checked   Into  the  Event   •  5.5  million  Australians   via  print,  online  news,   blog  coverage  and   TwiKer   •  568  Tweets   •  Nearly  all  posiNve  
  56. RESOURCES: HOW TO IMPLEMENT YOUR FOURSQUARE STRATEGY
  57. Additional Resources Getting Started: •  http://foursquare.com/businesses/ •  http://www.asiadigitalmap.com/category/foursquare-2/ Staying Smart: •  http://blog.foursquare.com/ •  http://mashable.com/social-media/foursquare/ •  http://www.readwriteweb.com/tag/foursquare Slideshare Presentations: •  http://www.slideshare.net/CMSummit/dennis-crowley-foursquare-4432358 •  http://www.slideshare.net/kvang/locationbased-marketing-foursquare-businesses •  http://www.slideshare.net/dlin5/geo-loc-services01-4491918 •  http://www.slideshare.net/markingegno/location-based-services-foursquare-and-gowalla
  58. Any Questions? ?
  59. CONTACT Thomas Crampton Asia-Pacific Director | 360° Digital Influence One company that goes with this online-initiated flow is Ogilvy Hong Kong Ogilvy Public Relations. p +852 6397 1662 e thomas.crampton@ogilvy.com t @thomascrampton Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney 25 China Experts you should follow on Twitter… Thomas Crampton p +61 2 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen John Stauffer Regional Strategy Director | 360° Digital Influence Ogilvy Hong Kong p +852 9661 0998 Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. e john.stauffer t @johnstauffer For case studies... www.asiadigitalmap.com asiadigitalmap.com

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