The document discusses 10 ways that enterprise marketers can leverage Foursquare for location-based marketing. It begins with an overview of challenges like managing multiple venues and then provides case studies of how companies like History Channel, TastiRewards, and The Pit BBQ have successfully used strategies like utilizing tips, following visitors on Twitter, and promoting special offers. The full document outlines each of the 10 strategies in more detail.

1. Location Based Marketing
Top 10 Ways Marketers Can Leverage foursquare
2/9/2011
Mike Lewis
VP of Sales & Marketing, Awareness
@bostonmike / @awarenessinc
mlewis@awarenessnetworks.com
http://blog.socialepisodes.com

2. A Little About Me
• Boston native, New Dad,
Entrepreneur and marketing
guy
• Ran marketing & sales at
several start-ups and have
used more than social media
alone
• Active blogger, tweeter, and
social media enthusiast
• VP of Sales & Marketing at
Awareness Inc.

3. Top Ways Enterprise
10 Marketers Can
Leverage foursquare
Mike Lewis
VP of Marke1ng, Awareness Inc
@bostonmike / @awarenessinc
h>p://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com

4. Unlock your world...

5. By the numbers...
h>p://blog.foursquare.com/2011/01/24/2010infographic

6. 6,000,000+
Users
h>p://blog.foursquare.com/2011/01/24/2010infographic

7. h>p://blog.foursquare.com/2011/01/24/2010infographic

8. h>p://blog.foursquare.com/2011/01/24/2010infographic

9. h>p://blog.foursquare.com/2011/01/24/2010infographic

11. before we talk about
opportuni1es, we need to
understand the challenges

12. 4 challenges of enterprise
marke1ng on foursquare

13. Venue Ownership &
Management
Thousands of venues are being
created daily. Managing these
venues and maintaining consistency
across these channels is a
tremendous challenge for brands.

14. Simple Tip CreaGon &
Management
There is no simple way to create a
single 1p to share with mul1ple
venues. Crea1ng 1ps for mul1ple
loca1ons is a manual process that
requires constant upda1ng and
management.

15. Access to Specials & Badges
Venue ownership must be established to
create “Specials Nearby”, however
specials can not be created for mul1ple
venues simultaneously. Also, custom
badges can not created without the help
of foursquare directly.

16. IntegraGon with Loyalty
Programs
There are only loose 1e‐ins between
foursquare and exis1ng corporate
loyalty programs.

17. Case
Study
Tas1Rewards
Background
• a rewards program that incen1vizes customers to
associate their Twi>er and Foursquare accounts with their
Tas1 D‐Lite membership cards
• Customers can use their TreatCards — which also double
as giW cards — to earn points for purchases, but those
that opt in to the social media bonuses will automa1cally
earn addi1onal points.
• They’ll also update their Twi>er and Foursquare accounts
each 1me the card is swiped and points are earned or
redeemed.
Sources: 'America: The Story of Us' Is History Channel Record Breaker”, The Wrap by Brent Lang
“History Channel Launches Foursquare Campaign and a New Badge”, Mashable, by Jolie O’Dell

18. all challenges are opportuni1es in disguise

19. 10 Ways Enterprise Marketers
Can Use foursquare

20. Own Your Venues
1 Venues get created by individual members and can be missing
informa1on, or be inaccurate. Claiming a venue allows brands
to update venue informa1on, give the company access to extra
data and provide special offers.

21. Venue ownership has it’s privileges
Access real‐1me data including who has
“checked in”, when they arrived, the male‐
to‐female customer ra1o and which 1mes
of day are more ac1ve for certain
customers.
Venue owners can also offer instant
promo1ons to try to engage new
customers and keep current ones.

22. UGlize Tips
2 One of the easiest ways to get started in foursquare is to u1lize
the Tips. For example, a user who checks into a local movie
theater can get a Tip saying “Be sure to check out the newest
comedy from Will Ferrell”. This helps to influence and drive
traffic to point of sale conversions.

23. Case
Study
HISTORY: U1lizing Tips
Background “Teaming up with foursquare for
• Tips placed at Historically significant loca1ons the AMERICA THE STORY OF US
promo1on reinforces the HISTORY
around the country brand's 360 degree approach of
• Tips are focused on loca1on but serve to promote aggressively reaching our viewers
in new plagorms,"
the TV show “America: The Story of US” Chris Moseley, SVP of Marke3ng for
• Users automa1cally entered into a sweepstakes, in HISTORY.
which 10 randomly selected users will win prizes
each week from April 25 through June 6
Results
 Great viral ‘Buzz’ throughout the
series
 New viewers to history channel
 "America The Story of US" became
the most watched and highest rated
program in the network's history.
Sources: 'America: The Story of Us' Is History Channel Record Breaker”, The Wrap by Brent Lang
“History Channel Launches Foursquare Campaign and a New Badge”, Mashable, by Jolie O’Dell

24. 3
Follow your Visitors
Sure it sounds creepy, but many Foursquare users are also
using Twi>er. When you click on their profile, drill into their
Twi>er account and be sure to “follow” them. If they
reciprocate, you have another way to get your news and
informa1on in front of them.

25. Case
Study
The Pit BBQ
Background
• Local BBQ restaurant in Raleigh, NC
• Recognized people who regularly men1on The Pit
in their tweets
• Became popular mee1ng loca1on for Twi>er users
• Spent 1me connec1ng with and reaching out to
patrons on Twi>er and foursquare
• Rewarded foursquare mayors and social media
followers with lunch
Results
 Solid Buzz across mul1ple channels
 Loyal followers and patrons
 Iden1fied brand enthusiasts and influencers to spread the
word and encourage repeat business
 The restaurant is constantly packed and conGnuing to
benefit from developing relaGonships through social
channels
Sources: '21 Unique Loca1on Examples from Foursquare, Gowalla, Whrrl, and MyTown”, Social
Fresh by Jason Keath
“Social Media Case Study: How The Pit Uses Twi>er and Foursquare”, 1918 Internet Services,
by Phil Buckley

26. Market your ParGcipaGon
4 While some of your social media savvy customers will checkin
and adopt foursquare, a majority don’t even know it exists.
Therefore, it’s important to promote foursquare deals and
specials to your customer base to increase par1cipa1on.

27. Case
Study
Harvard University
Background
• First university to use foursquare to help students
explore their campus and surrounding places of
interest
• Users can create an up‐to‐date ra1ngs of stores,
restaurants, businesses, and other venues
throughout Harvard Square
• Users can earn points, and ul1mately acquire
coveted foursquare badges
Results
 Marketed a new channel to students and visitors to
help explore surrounding area
 Buzz for students and visitors alike
 Channel to highlight local 1ps
 Encourages students to explore their campus with
Gps Sources: '21 Unique Loca1on Examples from Foursquare, Gowalla, Whrrl, and MyTown”,
Social Fresh by Jason Keath
“Harvard on Foursquare”, Harvard Gaze>e

28. PlaceWidget makes it easy to add your
foursquare venue informa1on to your
company’s website or Facebook page with just
a few clicks.
Source: About Foursquare

29. Promote Check‐Ins
5 Although the percentage of visitors using foursquare is
rela1vely small, having user’s check‐in, and share that check‐in
virally is a powerful marke1ng tool. Encourage each check‐in to
be broadcast to that users Twi>er and Facebook account.

31. Offer a Special
6 Offer specials to mayors or everyday visitors and even specify
how many check‐ins are required to achieve a special. In order
to do this you need to “claim your venue” (see point 1.) Once a
special is offered, foursquare includes a “Special Icon” next to
your venue when it is listed in search results.

32. Source: About Foursquare

33. Source: About Foursquare

34. American Eagle Ougi>ers is offering a 15% discount to foursquare
users who check in at any of their 950+ stores na1onwide. The offer
was good through July 31.
Mayors receive a 25% discount, while other users
receive a 15% discount for their 5th checkin.The Ann
Taylor offers show a coupon code for cashiers to use.
Source: About Foursquare

35. Mirror your Venue(s) on Facebook
7
Because of the viral nature of social media it’s important that
your audience can access your company’s informa1on through
several channels. Many mul1‐loca1on venues typically have
one Facebook Fan Page. Think about a main corporate page
and mul1ple local pages. Publish relevant info to one or both.

36. The Facebook widget (above) is automa1cally added as a tab on your company’s page
through a Facebook applica1on. With more screen real estate to work with, the
Facebook version adds a map of your venue’s loca1on to the informa1on provided by
the widget. foursquare even uses it on their own Facebook page.
Source: h>p://abougoursquare.com/highlight‐your‐foursquare‐venue‐on‐your‐companys‐website‐or‐facebook‐page‐with‐placewidget/

38. Reward Loyalty
8 Develop a loyalty system for repeat customers. For example,
every 10th check in gets a free small coffee or 5% discount on
a purchase. Starbucks recently offered a dollar off to “mayors”
of the various Starbucks venues.

39. Starbucks Mayor Special
• First ever na1onwide special exclusively for Mayors
• Mayors of this store, enjoy $1 off a NEW however‐
you‐want‐it Frappuccino blended beverage. Any size,
any flavor. Offer valid un1l 6/28.

40. 5 Unique foursquare Specials
1. Reserved parking spot for the Mayor at MarketFair
Mall in Princeton, NJ.
2. Escalating rewards for checking in and bringing
more friends along at B&O American Brasserie in
Baltimore, MD
3. Free Black Beauty rides for the Mayor of Britt
Reid’s Garage at Comic-Con San Diego. The
“garage” was set up by Columbia Pictures to
promote their film The Green Hornet. The Mayor of
the garage got a free ride and a free pass to the front
of the line.
4. Free bottle of wine during the week of your birthday
— worth your age in dollars — at Restaurant Max in
Minneapolis.
5. Free round of shots for the Mayor — and five
friends — at Front Page News in Atlanta.
Source h>p://abougoursquare.com/5‐crea1ve‐foursquare‐specials/

41. IdenGfy your Influencers
9 Use Foursquare to iden1fy your most loyal customers and
encourage them to spread the word. Offer specials targeted at
Mayors or individuals who have a high number check‐ins over
a specified period of 1me.

43. Bravo offers badges and special prizes when viewers visit more than 500 Bravo loca1ons.
The loca1ons will be picked by Bravo to correspond with select Bravo shows including
“The Real Housewives,” “The Millionaire Matchmaker,” “Top Chef,” “Kell on Earth,” “Top
Chef Masters” and “Shear Genius.”

44. Offer First Check‐In PromoGons
10 Brands can benefit by rewarding first 1me check‐ins to
encourage new customers to visit loca1ons. While most
brands are focused on rewarding repeat customers, there is an
opportunity to reward first 1me customers.

46. Closing Thoughts
• Be crea1ve and Test
• Customer loyalty deserves rewards
• Check in’s don’t need to be physical
• Encourage sharing & par1cipa1on
• U1lize 1ps

47. foursquare Perspec1ves is a free tool that
provides brands with valuable and useful
insights about how foursquare users are
interac1ng with their physical loca1ons.
The report delivers key sta1s1cs including:
•total venues
•total check‐ins
•unique visitors
•total mayorships
h>p://perspec1ves.awarenessnetworks.com/foursquare/

49. Mike Lewis
Interested in a Demo? VP of Marke1ng, Awareness Inc
@bostonmike / @awarenessinc
Contact me today! h>p://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com

50. Mike Lewis
VP of Sales & Marke1ng, Awareness Inc
@bostonmike / @awarenessinc
h>p://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com

51. Thank You
Location Based Marketing
Top 10 Ways to Leverage foursquare
Mike Lewis
VP of Sales & Marketing, Awareness
mlewis@awarenessnetworks.com
@bostonmike
www.facebook.com/bostonmike

52. Photo Credits
The following are from Flickr. Used with a Creative Commons license:
• Slide 1: “Foursquare Pins and Tattoos - SXSW 2010”. Taken by nan palermo
• Slide 3: “Foursquare Buttons”. Taken by Remco Janssen
• Slide 4: “Park City Storefront 03”. Taken by Atelier Teee
• Slide 5: “Crayon Tips”. Taken by Darrren Hester
• Slide 6: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by @superamit
• Slide 9: “Foursquare in the house!”. Taken by mjpeacecorps
• Slide 10: “Storefronts”. Taken by A30_Tsitika
• Slide 12: “Primary Colors”. Taken by nico.cavallotto
• Slide 16: “Purple-Orange-Blue”. Taken by code_poet
• Slide 24: “Facebook”. Taken by Franco Bouly
• Slide 31: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by
@superamit

53. Photo Credits
The following images were licensed from iStockPhoto:
• Slide 2: “business teamwork - businessmen making a puzzle” File #: 3039589
• Slide 7: “Small dachshund on white background” File #: 8988736
• Slide 8: “Dynamic Duo” File #: 10314405
• Slide 14: “Very little aviation” File #: 3634332
• Slide 19: “Open air rock festival” File #: 4592559
• Slide 21: “special pinned on noticeboard” File #: 11253835
• Slide 27: “Inquisitive Chihuahua” File #: 5979084
• Slide 30: “Be Heard (XXL)” File #: 7454036
• Slide 33: “Service Bell” File #: 8634988
• Slide 35: “Child at Play” File #: 6221120
• Slide 39: “postit note” File #: 2170242