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Summary, ideas and best practises with foursquare,[object Object],Presentation at  Barcamp Vienna #bcvie (May 27, 2010),[object Object],May 27, 2010,[object Object],Dieter Zirnig ,[object Object],dieter@sugarmelon.com,[object Object],www.sugarmelon.com,[object Object]
FOURSQUARE,[object Object],In a nutshell,[object Object],foursquare is getting more and more popular at the moment.  foursquare is a mobile service and is working as an app on smartphones. It gives you the opportunity to virtually „check-in“ to shops, restaurants, cafés, buildings. If they do not exist, you can create one:  http://foursquare.com,[object Object],Free coffee for the mayor,[object Object],The more often you check-in, the more opportunities you are having to become „mayor“. The idea is, that a mayor gets special promotions and offers from the checked-in business. Once checked-in, a business can also give you discount on things. ,[object Object],What is this presentation about?,[object Object],This presentation gives you an overview about all opportunities at the moment- There are two examples, explained in a practical storytelling way.,[object Object],You will learn, how businesses can generate leads and sales with it,[object Object],You will see, why foursquare could already be a part of our Digital Ecosystem,[object Object]
FOURSQUARE,[object Object],Index,[object Object],Intro,[object Object],Summarize,[object Object],The Mayor,[object Object],Mayor and the rest,[object Object],What is foursquare offering to business?,[object Object],Strategy,[object Object],Voices,[object Object],Opportunities,[object Object],Process,[object Object],How to set up ownership in foursquare,[object Object]
FOURSQUARE,[object Object],1. Intro,[object Object]
FOURSQUARE,[object Object],Metrics (May 18, 2010),[object Object],1,000.000 check-ins/day (29. May 2010),[object Object],600.000 check-ins/day (May 2010),[object Object],400.000 check-ins/day (March 2010),[object Object],Foursquare is fast approaching one million members (April  16, 2010),[object Object], adding about 15,000 users per day (May 20, 2010),[object Object],http://www.golem.de/1005/75202.html,[object Object],As you might imagine, not only have Foursquare’s mobile apps seen growth, but so has Foursquare.com. What did strike us as surprising is that the site’s number-one referrer is Facebook, which accounted for a whopping 33% of upstream visits last week. That’s even bigger than Google (22%) and Twitter (8%) combined. It’s yet another indicator of how much traffic the world’s largest social network can drive.,[object Object],http://mashable.com/2010/03/12/foursquare-stats/,[object Object]
FOURSQUARE • TWO CAFÉS,[object Object],?,[object Object],Here are two café‘s – one on the right and one on the left side. ,[object Object],Both are selling coffee. Now: What do you think, where is a difference?,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],Let me tell you a story...,[object Object],I was sitting in the left café in Berlin – Caras caffee. Drinking a Double Moccha.,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],I started foursquare on my phone...,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],...and checked-in at Caras Potsdamer Platz.,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],While checking-in, I noticed this nice little yellow „Special Nearby“ top right...,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],I clicked on it (while drinking my coffee at Caras),[object Object],...first I found out, that the others café name is Vapiano...,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],...then I found out, that the Mayor of „Vapiano Berlin“ in foursquare gets a,[object Object],Coffee speciality for free everytime he enters the location.,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],So. The difference is, that the right café is offering special offers service in the ,[object Object],digital area on foursquare. That‘s very cool, business and service-oriented!,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],So. The difference is, that the right café is offering special offers service in the ,[object Object],digital area on foursquare. That‘s very cool, business and service-oriented!,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],Foursquare is fully integrated in the Digital Ecosystem: ,[object Object],Check-ins can be posted to facebook...,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],Foursquare is fully integrated in the Digital Ecosystem: ,[object Object],...or to twitter,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],Later at home I found many blog-postings, writing about the mayor-opportunity ,[object Object],at the café „Vapiano“,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],Starting with May 21, 2010 you can also check-in via QR-tags,[object Object],http://mashable.com/2010/05/21/android-app-foursquare-checkins/,[object Object]
FOURSQUARE,[object Object],Now imagine, this is done ,[object Object],with your products in ,[object Object],your store, shop, etc.,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE,[object Object],2. Summarize,[object Object]
FOURSQUARE • LET ME SUMMARIZE,[object Object],So. Let me summarize.,[object Object],There is a mobile application called „foursquare“,[object Object],foursquare is all about telling your friends where you are at the moment,[object Object],This is done by „checking-in“ to a certain location,[object Object],You can check-in to cafés, shops, buildings, events, etc. ,[object Object],So, if you are at Caras café, you can check-in and tell your friends, that you are there.,[object Object],Everything is done by your mobile phone in combination with GPS. ,[object Object],If locations do not exist, you can create a new one.,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • LET ME SUMMARIZE,[object Object],OK. That‘s it? What‘s more?,[object Object],The more you check-in to certain locations, the more points you are getting.,[object Object],There is a ranking and highscore - generated weekly,[object Object],You can compare yourself with your friends,[object Object],You can also get „badges“ for special check-ins,[object Object],Everything is done by your mobile phone in combination with GPS. ,[object Object],If locations do not exist, you can create a new one.,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE,[object Object],3. The Mayor,[object Object]
FOURSQUARE • THE MAYOR,[object Object],And, now tell me.,[object Object],How can we generate business with it?,[object Object],There is the thing with the „Mayor“. ,[object Object],Mayor is the person, who has got the most check-ins within a special time-frame,[object Object],It is one of the targets of foursquare to get „Mayor“ of a building,[object Object],The more you check-in the higher the opportunity you are getting a „Mayor“,[object Object],A Mayor is the „virtual“ owner of a shop, building, cafe,[object Object],F.e. If you check-in at Vapiano cafe five times a week, you might have good opportunities to become mayor.,[object Object]
FOURSQUARE • THE MAYOR,[object Object],And, now tell me.,[object Object],How can we generate business with it?,[object Object],You can „play“ with this mayor,[object Object],You can give the mayor special offers: A coffee for free, special discounts for products, etc.,[object Object],The offer should be so attractive, that everyone wants to become Mayor.,[object Object],So – you generated a cool marketing for you and your products,[object Object],Beyond this, you are also investigating in your customer relationship,[object Object]
FOURSQUARE • THE MAYOR,[object Object],Starbucks and the Mayor offer,[object Object],Starbucks, a company that already rewards frequent customers with the Barista badge on social gaming app Foursquare — is officially turning on the rewards side of its experimental Foursquare loyalty program with the first-ever nationwide mayor special.,[object Object],Starting today, mayors of individual Starbucks stores can unlock the Mayor Offer and enjoy a money-saving perk for their frequent store checkins.,[object Object],The deal offers customers a $1 discount on a Frappucino. The special greets mayors with this message: “As mayor of this store, enjoy $1 off a NEW however-you-want-it Frappuccino blended beverage. Any size, any flavor. Offer valid until 6/28.”,[object Object],http://mashable.com/2010/05/17/starbucks-foursquare-mayor-specials/,[object Object]
FOURSQUARE • THE MAYOR,[object Object],Domino‘s Pizza and the Mayor offer,[object Object],Domino’s UK is starting a nationwide Foursquare promotion that rewards mayors with free pizza once a week, a deal similar to the one Starbucks announced last week. Those who merely check in on Foursquare will receive a free side dish for their patronage should they spend more than £10 (or around $14.50).,[object Object],http://mashable.com/2010/05/26/dominos-uk-foursquare-special/,[object Object],http://2.bp.blogspot.com/_xcyWzH2zfc0/S2rmaaYky4I/AAAAAAAACl0/i1fzVd8ug9I/s400/IMG_0208.PNG,[object Object]
FOURSQUARE,[object Object],4. Mayor and the rest,[object Object],Well, what can I do with those, ,[object Object],who checked-in and are not „mayor“?,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],OK, the same game: You are checking-in at a building, event, shop, etc.,[object Object],Maybe get a „badge“,[object Object],Berlin 2010, Postdamer Platz ,[object Object],Special badges for special activities: If there are more than 50 people checked-in, you earn a „Swarm“-Badge, etc.,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],And then you notice, that there is a „Special Nearby“ top right. Highly interesting, ,[object Object],when there are 40.000 potential customer in the AT&T stadion in San Francisco.,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],And here is a „Special Offer“ – not only for the Mayor - at Sohberts: The mayor gets free coffee – 50 % off for all orders when checking-in,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE • A 4SQ EXPERIENCE,[object Object],So, there are business- and lead- and sales-generation-opportunities for everyone!,[object Object],Berlin 2010, Postdamer Platz ,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],5. What is foursquare offering to business?,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Foursquare is exploring and rewarding,[object Object],Foursquare aims to encourage people to explore their neighborhoods and then reward people for doing so. ,[object Object],4sq does this by combining friend-finder and social city guide elements with game mechanics —users earn points, win Mayorships and unlock badges for trying new places and revisiting old favorites.,[object Object],Source: http://foursquare.com/businesses/,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Opportunities for business owners,[object Object],As a business owner, you can use foursquare to engage your increasingly mobile customers with foursquare "Specials," which are discounts and prizes you can offer your loyal customers when they check in on foursquare at your venue. ,[object Object],Don't forget to show extra love to your venue's Mayor! Additionally, if you offer foursquare Specials to your customers, you will be able to track how your venue is performing over time thanks to our robust set of venue analytics — for free!,[object Object],If you want to dive right in, get started by claiming your venue right from its foursquare venue page:,[object Object],Source: http://foursquare.com/businesses/,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Simple tools to create engaging Specials,[object Object],4SQ built simple self-service tools to allow you, the business manager, to create different kinds of foursquare Specials, manage multiple Specials and ultimately track how these Specials perform. ,[object Object],4SQ thinks these services will empower you to develop more engaging ongoing relationships with you customers. You'll be surprised how effective a little friendly competition — over the Mayorship, over free fries! — is at driving customers back to your venue.,[object Object],Use our tools to create a variety of foursquare Specials, customized just for your venue and for your customers:,[object Object],Source: http://foursquare.com/businesses/,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],What can you offer your „fans“?,[object Object],Mayor Specialsunlocked only by the Mayor of your venue. Who's the Mayor? It's your single most loyal customer! (the user who has checked in the most in the last 60 days)("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!"),[object Object],Check-in Specialsunlocked when a user checks in to your venue a certain number of times.("Foursquare says you've been here 10 times? That's a free drink for you!"),[object Object],Source: http://foursquare.com/businesses/,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],What can you offer your „fans“?,[object Object],Frequency-based Specialsare unlocked every X check-ins.("Foursquare users get 20% off any entree every 5th check-in!"),[object Object],Wildcard Specialsalways unlocked, but your staff has to verify some extra conditions before awarding the Special.("Show us your foursquare Swarm badge and get a free drink!"),[object Object],And more to come!,[object Object],Source: http://foursquare.com/businesses/,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Promoting your Specials in-store,[object Object],4SQ has seen venues promote their involvement with foursquare via Twitter, signs at cash registers and sidewalk blackboards. Go for it, and be creative! Also, we can help you market your Special to your customers by sending you official foursquare window clings. ,[object Object],Let 4SQ know if you're interested in some and we'll get you on the list (they'll be ready for distribution in June)!,[object Object],Or, download the pdfs (green, blue) and create your own!,[object Object],Source: http://foursquare.com/businesses/,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],See how other businesses are using foursquare. It's a whole thing!,[object Object],MashableFoursquare: Why It May Be the Next Twitter,[object Object],Ad AgeBuilding an Army of Hyper-Local, Mobile-Connected Advocates,[object Object],TechcrunchFoursquare Shows The Business Potential Of Location-Based Services,[object Object],Charlie O'DonnellWhy Yelp (...and Every Single Retail Establishment) Should Support Foursquare,[object Object],Source: http://foursquare.com/businesses/,[object Object]
FOURSQUARE,[object Object],7. Voices,[object Object]
FOURSQUARE • VOICES,[object Object],"We think of location as a hugely important signal," said Mr. Feng,[object Object],http://adage.com/digital/article?article_id=142902,[object Object]
FOURSQUARE • VOICES,[object Object],Forget Foursquare or Gowalla: Soon every website and service will be able to tell where you are, opening up the floodgates for location-based marketing and blurring the budget lines for advertisers.,[object Object],http://adage.com/digital/article?article_id=142902,[object Object]
FOURSQUARE • VOICES,[object Object],"Foursquare is really innovating for small businesses and that's fantastic. But ultimately that's just one piece of the opportunity." ,[object Object],(Microsoft's Bing is also building out its mapping tools and expanding its local listing databases.),[object Object],http://adage.com/digital/article?article_id=142902,[object Object]
FOURSQUARE • VOICES,[object Object],http://insidefoursquare.tumblr.com/post/330829337/foursquare-figures-a-check-in-each-second,[object Object]
FOURSQUARE,[object Object],7. Strategy,[object Object]
FOURSQUARE ,[object Object],Strategy,[object Object],Adding foursquare to your Digital Ecosystem,[object Object],Your companygets ownership of its venues,[object Object],Your company cooperates with partner-stores,[object Object],Your company makes special offers and promotions for foursquare users, mayors and check-in-people,[object Object],Earned media -  let the user speak for you,[object Object],Generating sales and leads,[object Object],Generating dialogs and buzz,[object Object]
FOURSQUARE,[object Object],8. Opportunities for your business,[object Object]
FOURSQUARE ,[object Object],Opportunities,[object Object],Handling foursquare from a business-perspective is quite easy - although it is quite different to handle,[object Object],The good thing is, that you don‘t need any programming or developement ressources and skills.,[object Object],You need Community Management and Administrative Skills:,[object Object], Defining Ownership,[object Object], Clearifying promotions and offers,[object Object], Checking Mayors and Checkers,[object Object], Giving rewards,[object Object]
Customers,[object Object],FOURSQUARE,[object Object],Special promos at Stores,[object Object],Claims ownership at your venues in foursquare and use this for promoting , making special offers and customer relationship,[object Object],Checked in people get 10 % discount to latest offers,[object Object],First 10 check-ins get your product reduced by 10 %,[object Object],Mayor gets a free mouse ,[object Object],Mayor gets free mousepad,[object Object],Mayor gets 20 % discount,[object Object],...,[object Object]
Customers,[object Object],FOURSQUARE •,[object Object],Special promos with partners,[object Object],You are cooperates with your partners and you are offering monthly a special offer and discount.,[object Object],Checked in people get 10 % discount to latest offers,[object Object],First 10 check-ins get notebook reduced by 10 %,[object Object],Mayor gets a free mouse ,[object Object],Mayor gets free mousepad,[object Object],Mayor gets 20 % discount,[object Object],...,[object Object]
Customers,[object Object],FOURSQUARE •,[object Object],Special promos at events,[object Object],Create special event-venues in foursquare and let user „check-in“ to those events,[object Object],Checked in people get a special event-package, special discount, etc.,[object Object],They get a special training and guidance,[object Object]
Employees,[object Object],FOURSQUARE ,[object Object],Special Promos with employees,[object Object],Claim ownership of you corporate buildings and play with your employees and guests (agencies, partners, etc.),[object Object],Mayor gets parking slot #1 for 1 week,[object Object], Mayor  gets free coffee in the cafeteria,[object Object], ...,[object Object]
FOURSQUARE • PROCESS FOR ORGS,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Some simple steps to get administrator of „your tagged business“ and offering promos: foursquare.com/business,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Step 1: Confirm your business information, name, e-mail and phone-number,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Step 2: Manage special „offers“ for mayor, check-in people and more,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Finish. It looks like, that you have succeeded in it! Great.,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Some nice promo stuff for shops and your business. Stickers and PDF to print out. ,[object Object]
FOURSQUARE FOR BUSINESSES,[object Object],Great dashboards for business,[object Object]

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