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.

2. Social Media Belts
Social Media Social Media Social Media
White Belt Red Belt Black Belt
Understand Participate Lead

3. Foursquare
for
Business
A Red Belt Training

4. Moderator
ThomasCrampton.com | @ThomasCrampton
Asia-Pacific Director
Ogilvy 360°Digital Influence

5. Question Pane
What city are you
joining us from?

6. Twitter Hashtag
#4sq4biz

7. Speakers
Brian Giesen | @bdgiesen John Stauffer | @John Stauffer
Regional Director, Sydney Regional Director, Hong Kong
Ogilvy 360°Digital Influence Ogilvy 360°Digital Influence

8. THE MOBILE
LANDSCAPE

9. 5 Million Mobile Users
Worldwide in 2010!

10. 5 million Billion
Mobile Users
Worldwide in 2010!

11. Market Growth of Location Based Services
$512 Million
in 2012
Sydney
$96
Million
in 2009
Singapore
Source: Forrester Research

12. 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.

13. 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

14. Jiepang:
China’s
Foursquare
See
friends’
loca,ons Check-­‐in
on
the
go Sync
to
SNS Collect
badges

15. WHAT IS
FOURSQUARE

16. POLL QUESTION
Have you ever
“checked in” on
Foursquare?

17. >
Check
In

18. >
Unlock
Badges

19. >
Become
Mayor

20. >
Deals
&
Offers

21. >
Useful
Tips

22. WHO IS USING
FOURSQUARE?

23. 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

24. 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

25. Foursquare Users
JUST ONE YEAR AGO
65X FEWER PEOPLE USED FOURSQUARE
SOURCE:
COMPETE.COM,
AUGUST
2010

26. Foursquare Users
38% MORE
LIKELY TO BE
ASKED FOR THEIR
OPINION ON
PRODUCTS
SOURCE:
FOURSQUARE,
AUGUST
2010

27. Brands on Foursquare

28. POLL QUESTION
Is Your Business
Featured on
Foursquare?

29. Strategic Approach to Foursquare!
1 Strategize! 2 Build! 3 Incentivize ! 4 !
Socialize

30. 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.!

31. 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

32. 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.

33. 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.

34. 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

35. 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.

36. 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.

37. 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.”

38. 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?”

39. 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!)

40. Incentivize
1. Mayor Specials: this is
your single most loyal
customer on foursquare
with the most check-ins.
How can reward your
best customer?

41. 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!"

42. 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!)

43. 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!)

44. 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.”

45. 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.

46. 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.

47. Socialize

48. Socialize

49. 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.

50. Socialize

51. 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.

52. CASE STUDY:
MICROSOFT AUSTRALIA
OFFICE MAYOR MEETUP

54. 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

55. Yes.
There
Was
a
Town
Crier!

56. “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.”

57. 258
Mayors
Checked
Into
the
Event
• 5.5
million
Australians
via
print,
online
news,
blog
coverage
and
TwiKer
• 568
Tweets
• Nearly
all
posiNve

58. RESOURCES:
HOW TO IMPLEMENT YOUR
FOURSQUARE STRATEGY

59. 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

60. Any Questions?
?

61. 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
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