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Summary, ideas and best practises with foursquare
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status: may 29 2010
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focusing on foursquare only. no crosslinks and comparisons to google latitude, gowalla, etc.
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This is a short summary with business-opportunities around foursquare. It contains some best-practise-examples and some basic-ideas for your business.
Based on http://foursquare.com/business/ the presentation shows you its opportunties and some steps, how to claim ownership to your already tagge venues.
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presented at BarCamp Vienna, May 27 2010 #bcvie
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Dieter Zirnig, sugarmelon

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Summary, ideas and best practises with foursquare #sugarmelon #bcvie Presentation Transcript

  • 1. Summary, ideas and best practises with foursquare
    Presentation at Barcamp Vienna #bcvie (May 27, 2010)
    May 27, 2010
    Dieter Zirnig
    dieter@sugarmelon.com
    www.sugarmelon.com
  • 2. FOURSQUARE
    In a nutshell
    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
    Free coffee for the mayor
    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.
    What is this presentation about?
    This presentation gives you an overview about all opportunities at the moment- There are two examples, explained in a practical storytelling way.
    You will learn, how businesses can generate leads and sales with it
    You will see, why foursquare could already be a part of our Digital Ecosystem
  • 3. FOURSQUARE
    Index
    Intro
    Summarize
    The Mayor
    Mayor and the rest
    What is foursquare offering to business?
    Strategy
    Voices
    Opportunities
    Process
    How to set up ownership in foursquare
  • 4. FOURSQUARE
    1. Intro
  • 5. FOURSQUARE
    Metrics (May 18, 2010)
    1,000.000 check-ins/day (29. May 2010)
    600.000 check-ins/day (May 2010)
    400.000 check-ins/day (March 2010)
    Foursquare is fast approaching one million members (April 16, 2010)
     adding about 15,000 users per day (May 20, 2010)
    http://www.golem.de/1005/75202.html
    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.
    http://mashable.com/2010/03/12/foursquare-stats/
  • 6. FOURSQUARE • TWO CAFÉS
    ?
    Here are two café‘s – one on the right and one on the left side.
    Both are selling coffee. Now: What do you think, where is a difference?
    Berlin 2010, Postdamer Platz
  • 7. FOURSQUARE • A 4SQ EXPERIENCE
    Let me tell you a story...
    I was sitting in the left café in Berlin – Caras caffee. Drinking a Double Moccha.
    Berlin 2010, Postdamer Platz
  • 8. FOURSQUARE • A 4SQ EXPERIENCE
    I started foursquare on my phone...
    Berlin 2010, Postdamer Platz
  • 9. FOURSQUARE • A 4SQ EXPERIENCE
    ...and checked-in at Caras Potsdamer Platz.
    Berlin 2010, Postdamer Platz
  • 10. FOURSQUARE • A 4SQ EXPERIENCE
    While checking-in, I noticed this nice little yellow „Special Nearby“ top right...
    Berlin 2010, Postdamer Platz
  • 11. FOURSQUARE • A 4SQ EXPERIENCE
    I clicked on it (while drinking my coffee at Caras)
    ...first I found out, that the others café name is Vapiano...
    Berlin 2010, Postdamer Platz
  • 12. FOURSQUARE • A 4SQ EXPERIENCE
    ...then I found out, that the Mayor of „Vapiano Berlin“ in foursquare gets a
    Coffee speciality for free everytime he enters the location.
    Berlin 2010, Postdamer Platz
  • 13. FOURSQUARE • A 4SQ EXPERIENCE
    So. The difference is, that the right café is offering special offers service in the
    digital area on foursquare. That‘s very cool, business and service-oriented!
    Berlin 2010, Postdamer Platz
  • 14. FOURSQUARE • A 4SQ EXPERIENCE
    So. The difference is, that the right café is offering special offers service in the
    digital area on foursquare. That‘s very cool, business and service-oriented!
    Berlin 2010, Postdamer Platz
  • 15. FOURSQUARE • A 4SQ EXPERIENCE
    Foursquare is fully integrated in the Digital Ecosystem:
    Check-ins can be posted to facebook...
  • 16. FOURSQUARE • A 4SQ EXPERIENCE
    Foursquare is fully integrated in the Digital Ecosystem:
    ...or to twitter
  • 17. FOURSQUARE • A 4SQ EXPERIENCE
    Later at home I found many blog-postings, writing about the mayor-opportunity
    at the café „Vapiano“
  • 18. FOURSQUARE • A 4SQ EXPERIENCE
    Starting with May 21, 2010 you can also check-in via QR-tags
    http://mashable.com/2010/05/21/android-app-foursquare-checkins/
  • 19. FOURSQUARE
    Now imagine, this is done
    with your products in
    your store, shop, etc.
    Berlin 2010, Postdamer Platz
  • 20. FOURSQUARE
    2. Summarize
  • 21. FOURSQUARE • LET ME SUMMARIZE
    So. Let me summarize.
    There is a mobile application called „foursquare“
    foursquare is all about telling your friends where you are at the moment
    This is done by „checking-in“ to a certain location
    You can check-in to cafés, shops, buildings, events, etc.
    So, if you are at Caras café, you can check-in and tell your friends, that you are there.
    Everything is done by your mobile phone in combination with GPS.
    If locations do not exist, you can create a new one.
    Berlin 2010, Postdamer Platz
  • 22. FOURSQUARE • LET ME SUMMARIZE
    OK. That‘s it? What‘s more?
    The more you check-in to certain locations, the more points you are getting.
    There is a ranking and highscore - generated weekly
    You can compare yourself with your friends
    You can also get „badges“ for special check-ins
    Everything is done by your mobile phone in combination with GPS.
    If locations do not exist, you can create a new one.
    Berlin 2010, Postdamer Platz
  • 23. FOURSQUARE
    3. The Mayor
  • 24. FOURSQUARE • THE MAYOR
    And, now tell me.
    How can we generate business with it?
    There is the thing with the „Mayor“.
    Mayor is the person, who has got the most check-ins within a special time-frame
    It is one of the targets of foursquare to get „Mayor“ of a building
    The more you check-in the higher the opportunity you are getting a „Mayor“
    A Mayor is the „virtual“ owner of a shop, building, cafe
    F.e. If you check-in at Vapiano cafe five times a week, you might have good opportunities to become mayor.
  • 25. FOURSQUARE • THE MAYOR
    And, now tell me.
    How can we generate business with it?
    You can „play“ with this mayor
    You can give the mayor special offers: A coffee for free, special discounts for products, etc.
    The offer should be so attractive, that everyone wants to become Mayor.
    So – you generated a cool marketing for you and your products
    Beyond this, you are also investigating in your customer relationship
  • 26. FOURSQUARE • THE MAYOR
    Starbucks and the Mayor offer
    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.
    Starting today, mayors of individual Starbucks stores can unlock the Mayor Offer and enjoy a money-saving perk for their frequent store checkins.
    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.”
    http://mashable.com/2010/05/17/starbucks-foursquare-mayor-specials/
  • 27. FOURSQUARE • THE MAYOR
    Domino‘s Pizza and the Mayor offer
    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).
    http://mashable.com/2010/05/26/dominos-uk-foursquare-special/
    http://2.bp.blogspot.com/_xcyWzH2zfc0/S2rmaaYky4I/AAAAAAAACl0/i1fzVd8ug9I/s400/IMG_0208.PNG
  • 28. FOURSQUARE
    4. Mayor and the rest
    Well, what can I do with those,
    who checked-in and are not „mayor“?
  • 29. FOURSQUARE • A 4SQ EXPERIENCE
    OK, the same game: You are checking-in at a building, event, shop, etc.
    Maybe get a „badge“
    Berlin 2010, Postdamer Platz
    Special badges for special activities: If there are more than 50 people checked-in, you earn a „Swarm“-Badge, etc.
  • 30. FOURSQUARE • A 4SQ EXPERIENCE
    And then you notice, that there is a „Special Nearby“ top right. Highly interesting,
    when there are 40.000 potential customer in the AT&T stadion in San Francisco.
    Berlin 2010, Postdamer Platz
  • 31. FOURSQUARE • A 4SQ EXPERIENCE
    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
    Berlin 2010, Postdamer Platz
  • 32. FOURSQUARE • A 4SQ EXPERIENCE
    So, there are business- and lead- and sales-generation-opportunities for everyone!
    Berlin 2010, Postdamer Platz
  • 33. FOURSQUARE FOR BUSINESSES
    5. What is foursquare offering to business?
  • 34. FOURSQUARE FOR BUSINESSES
    Foursquare is exploring and rewarding
    Foursquare aims to encourage people to explore their neighborhoods and then reward people for doing so.
    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.
    Source: http://foursquare.com/businesses/
  • 35. FOURSQUARE FOR BUSINESSES
    Opportunities for business owners
    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.
    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!
    If you want to dive right in, get started by claiming your venue right from its foursquare venue page:
    Source: http://foursquare.com/businesses/
  • 36. FOURSQUARE FOR BUSINESSES
    Simple tools to create engaging Specials
    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.
    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.
    Use our tools to create a variety of foursquare Specials, customized just for your venue and for your customers:
    Source: http://foursquare.com/businesses/
  • 37. FOURSQUARE FOR BUSINESSES
    What can you offer your „fans“?
    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!")
    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!")
    Source: http://foursquare.com/businesses/
  • 38. FOURSQUARE FOR BUSINESSES
    What can you offer your „fans“?
    Frequency-based Specialsare unlocked every X check-ins.("Foursquare users get 20% off any entree every 5th check-in!")
    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!")
    And more to come!
    Source: http://foursquare.com/businesses/
  • 39. FOURSQUARE FOR BUSINESSES
    Promoting your Specials in-store
    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. 
    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)!
    Or, download the pdfs (green, blue) and create your own!
    Source: http://foursquare.com/businesses/
  • 40. FOURSQUARE FOR BUSINESSES
    See how other businesses are using foursquare. It's a whole thing!
    MashableFoursquare: Why It May Be the Next Twitter
    Ad AgeBuilding an Army of Hyper-Local, Mobile-Connected Advocates
    TechcrunchFoursquare Shows The Business Potential Of Location-Based Services
    Charlie O'DonnellWhy Yelp (...and Every Single Retail Establishment) Should Support Foursquare
    Source: http://foursquare.com/businesses/
  • 41. FOURSQUARE
    7. Voices
  • 42. FOURSQUARE • VOICES
    "We think of location as a hugely important signal," said Mr. Feng
    http://adage.com/digital/article?article_id=142902
  • 43. FOURSQUARE • VOICES
    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.
    http://adage.com/digital/article?article_id=142902
  • 44. FOURSQUARE • VOICES
    "Foursquare is really innovating for small businesses and that's fantastic. But ultimately that's just one piece of the opportunity."
    (Microsoft's Bing is also building out its mapping tools and expanding its local listing databases.)
    http://adage.com/digital/article?article_id=142902
  • 45. FOURSQUARE • VOICES
    http://insidefoursquare.tumblr.com/post/330829337/foursquare-figures-a-check-in-each-second
  • 46. FOURSQUARE
    7. Strategy
  • 47. FOURSQUARE
    Strategy
    Adding foursquare to your Digital Ecosystem
    Your companygets ownership of its venues
    Your company cooperates with partner-stores
    Your company makes special offers and promotions for foursquare users, mayors and check-in-people
    Earned media - let the user speak for you
    Generating sales and leads
    Generating dialogs and buzz
  • 48. FOURSQUARE
    8. Opportunities for your business
  • 49. FOURSQUARE
    Opportunities
    Handling foursquare from a business-perspective is quite easy - although it is quite different to handle
    The good thing is, that you don‘t need any programming or developement ressources and skills.
    You need Community Management and Administrative Skills:
    Defining Ownership
    Clearifying promotions and offers
    Checking Mayors and Checkers
    Giving rewards
  • 50. Customers
    FOURSQUARE
    Special promos at Stores
    Claims ownership at your venues in foursquare and use this for promoting , making special offers and customer relationship
    Checked in people get 10 % discount to latest offers
    First 10 check-ins get your product reduced by 10 %
    Mayor gets a free mouse
    Mayor gets free mousepad
    Mayor gets 20 % discount
    ...
  • 51. Customers
    FOURSQUARE •
    Special promos with partners
    You are cooperates with your partners and you are offering monthly a special offer and discount.
    Checked in people get 10 % discount to latest offers
    First 10 check-ins get notebook reduced by 10 %
    Mayor gets a free mouse
    Mayor gets free mousepad
    Mayor gets 20 % discount
    ...
  • 52. Customers
    FOURSQUARE •
    Special promos at events
    Create special event-venues in foursquare and let user „check-in“ to those events
    Checked in people get a special event-package, special discount, etc.
    They get a special training and guidance
  • 53. Employees
    FOURSQUARE
    Special Promos with employees
    Claim ownership of you corporate buildings and play with your employees and guests (agencies, partners, etc.)
    Mayor gets parking slot #1 for 1 week
    Mayor gets free coffee in the cafeteria
    ...
  • 54. FOURSQUARE • PROCESS FOR ORGS
  • 55. FOURSQUARE FOR BUSINESSES
    Some simple steps to get administrator of „your tagged business“ and offering promos: foursquare.com/business
  • 56. FOURSQUARE FOR BUSINESSES
    Step 1: Confirm your business information, name, e-mail and phone-number
  • 57. FOURSQUARE FOR BUSINESSES
    Step 2: Manage special „offers“ for mayor, check-in people and more
  • 58. FOURSQUARE FOR BUSINESSES
    Finish. It looks like, that you have succeeded in it! Great.
  • 59. FOURSQUARE FOR BUSINESSES
    Some nice promo stuff for shops and your business. Stickers and PDF to print out.
  • 60. FOURSQUARE FOR BUSINESSES
    Great dashboards for business