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The Top 10 Ways Marketers Can Leverage Foursquare - Online Marketing Summit - June 2011


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Presentation from Jun 2011Online Marketing Summit in Seattle.

Published in: Business, News & Politics
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The Top 10 Ways Marketers Can Leverage Foursquare - Online Marketing Summit - June 2011

  1. 1. The Top 10 Ways Marketers Can Leverage Foursquare <ul><li>David Carter </li></ul><ul><li>CTO and Founder </li></ul><ul><li>Awareness Inc. </li></ul><ul><li>@dkrcarter </li></ul><ul><li>I’ll post these slides on </li></ul>
  2. 2. A Little Aboot Me <ul><li>I’m Canadian </li></ul><ul><li>At Microsoft Canada for 11 years then I started a CMS company </li></ul><ul><li>… which became </li></ul><ul><li>Community Management </li></ul><ul><li>… which became </li></ul><ul><li>Social Media Management </li></ul><ul><li>3 daughters from 13 – 20 yrs old </li></ul>
  3. 3. Housekeeping <ul><li>I’m @dkrcarter </li></ul><ul><li>#OMSSEA for today's </li></ul><ul><li>Conference </li></ul>
  4. 4. Ways Enterprise Marketers Can Leverage foursquare Mike Lewis VP of Marketing, Awareness Inc @bostonmike / @awarenessinc [email_address] om 10 Top
  5. 5. By the numbers...
  6. 6. 10,000,000+ Users
  7. 10. Quick Start Guide
  8. 11. before we talk about opportunities, we need to understand the challenges
  9. 12. 4 challenges of enterprise marketing on foursquare
  10. 13. Thousands of venues are being created daily. Managing these venues and maintaining consistency across these channels is a tremendous challenge for brands. Venue Ownership & Management
  11. 14. There is no simple way to create a single tip to share with multiple venues. Creating tips for multiple locations is a manual process that requires constant updating and management. Simple Tip Creation & Management
  12. 15. Venue ownership must be established to create “Specials Nearby”, however specials can not be created for multiple venues simultaneously. Also, custom badges can not created without the help of foursquare directly. Access to Specials & Badges
  13. 16. There are only loose tie-ins between foursquare and existing corporate loyalty programs. Integration with Loyalty Programs
  14. 17. TastiRewards Case Study <ul><li>a rewards program that incentivizes customers to associate their Twitter and Foursquare accounts with their Tasti D-Lite membership cards </li></ul><ul><li>Customers can use their TreatCards — which also double as gift cards — to earn points for purchases, but those that opt in to the social media bonuses will automatically earn additional points. </li></ul><ul><li>They’ll also update their Twitter and Foursquare accounts each time the card is swiped and points are earned or redeemed. </li></ul>Background 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
  15. 18. all challenges are opportunities in disguise
  16. 19. 10 Ways Enterprise Marketers Can Use foursquare
  17. 20. 1 Venues get created by individual members and can be missing information, or be inaccurate. Claiming a venue allows brands to update venue information, give the company access to extra data and provide special offers. Own Your Venues
  18. 21. Access real-time data including who has “checked in”, when they arrived, the male-to-female customer ratio and which times of day are more active for certain customers. Venue owners can also offer instant promotions to try to engage new customers and keep current ones. Venue ownership has it’s privileges
  19. 22. One of the easiest ways to get started in foursquare is to utilize 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. Utilize Tips 2
  20. 23. HISTORY: Utilizing Tips Case Study <ul><li>Tips placed at Historically significant locations around the country </li></ul><ul><li>Tips are focused on location but serve to promote the TV show “America: The Story of US” </li></ul><ul><li>Users automatically entered into a sweepstakes, in which 10 randomly selected users will win prizes each week from April 25 through June 6 </li></ul>Background <ul><li>Great viral ‘Buzz’ throughout the series </li></ul><ul><li>New viewers to history channel </li></ul><ul><li>&quot;America The Story of US&quot; became the most watched and highest rated program in the network's history. </li></ul>Results 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 “ Teaming up with foursquare for the AMERICA THE STORY OF US promotion reinforces the HISTORY brand's 360 degree approach of aggressively reaching our viewers in new platforms,&quot; Chris Moseley, SVP of Marketing for HISTORY.
  21. 24. Sure it sounds creepy, but many Foursquare users are also using Twitter. When you click on their profile, drill into their Twitter account and be sure to “follow” them. If they reciprocate, you have another way to get your news and information in front of them. Follow your Visitors 3
  22. 25. The Pit BBQ Case Study <ul><li>Local BBQ restaurant in Raleigh, NC </li></ul><ul><li>Recognized people who regularly mention The Pit in their tweets </li></ul><ul><li>Became popular meeting location for Twitter users </li></ul><ul><li>Spent time connecting with and reaching out to patrons on Twitter and foursquare </li></ul><ul><li>Rewarded foursquare mayors and social media followers with lunch </li></ul>Background <ul><li>Solid Buzz across multiple channels </li></ul><ul><li>Loyal followers and patrons </li></ul><ul><li>Identified brand enthusiasts and influencers to spread the word and encourage repeat business </li></ul><ul><li>The restaurant is constantly packed and continuing to benefit from developing relationships through social channels </li></ul>Results Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown ”, Social Fresh by Jason Keath “ Social Media Case Study: How The Pit Uses Twitter and Foursquare”, 1918 Internet Services, by Phil Buckley
  23. 26. 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 participation. Market your Participation 4
  24. 27. Harvard University Case Study <ul><li>First university to use foursquare to help students explore their campus and surrounding places of interest </li></ul><ul><li>Users can create an up-to-date ratings of stores, restaurants, businesses, and other venues throughout Harvard Square </li></ul><ul><li>Users can earn points, and ultimately acquire coveted foursquare badges </li></ul>Background <ul><li>Marketed a new channel to students and visitors to help explore surrounding area </li></ul><ul><li>Buzz for students and visitors alike </li></ul><ul><li>Channel to highlight local tips </li></ul><ul><li>Encourages students to explore their campus with tips </li></ul>Results Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown ”, Social Fresh by Jason Keath “ Harvard on Foursquare”, Harvard Gazette
  25. 28. PlaceWidget makes it easy to add your foursquare venue information to your company’s website or Facebook page with just a few clicks. Source: About Foursquare
  26. 29. Although the percentage of visitors using foursquare is relatively small, having user’s check-in, and share that check-in virally is a powerful marketing tool. Encourage each check-in to be broadcast to that users Twitter and Facebook account. Promote Check-Ins 5
  27. 31. 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. Offer a Special 6
  28. 32. Source: About Foursquare
  29. 33. American Eagle Outfitters is offering a 15% discount to foursquare users who check in at any of their 950+ stores nationwide. 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
  30. 36. Because of the viral nature of social media it’s important that your audience can access your company’s information through several channels. Many multi-location venues typically have one Facebook Fan Page. Think about a main corporate page and multiple local pages. Publish relevant info to one or both. Mirror your Venue(s) on Facebook 7
  31. 37. The Facebook widget (above) is automatically added as a tab on your company’s page through a Facebook application. With more screen real estate to work with, the Facebook version adds a map of your venue’s location to the information provided by the widget. foursquare even uses it on their own Facebook page. Source:
  32. 39. 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. Reward Loyalty 8
  33. 40. Starbucks Mayor Special <ul><li>First ever nationwide special exclusively for Mayors </li></ul><ul><li>Mayors of this store, enjoy $1 off a NEW however-you-want-it Frappuccino blended beverage. Any size, any flavor. Offer valid until 6/28. </li></ul>
  34. 41. 5 Unique foursquare Specials <ul><li>Reserved parking spot for the Mayor at MarketFair Mall in Princeton, NJ. </li></ul><ul><li>Escalating rewards for checking in and bringing more friends along at B&O American Brasserie in Baltimore, MD </li></ul><ul><li>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. </li></ul><ul><li>Free bottle of wine during the week of your birthday — worth your age in dollars — at Restaurant Max in Minneapolis. </li></ul><ul><li>Free round of shots for the Mayor — and five friends — at Front Page News in Atlanta. </li></ul>Source
  35. 42. Use Foursquare to identify 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 time. Identify your Influencers 9
  36. 44. Bravo offers badges and special prizes when viewers visit more than 500 Bravo locations. The locations 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.”
  37. 45. Brands can benefit by rewarding first time check-ins to encourage new customers to visit locations. While most brands are focused on rewarding repeat customers, there is an opportunity to reward first time customers. Offer First Check-In Promotions 10
  38. 47. <ul><li>Be creative and Test </li></ul><ul><li>Customer loyalty deserves rewards </li></ul><ul><li>Check in’s don’t need to be physical </li></ul><ul><li>Encourage sharing & participation </li></ul><ul><li>Utilize tips </li></ul>Closing Thoughts
  39. 49. Reach out to @awarenessinc Register at Interested in a Demo? Contact us today!
  40. 50. David Carter CTO and Founder, Awareness Inc @dkrcarter / @awarenessinc [email_address]