Which one do you think is 'smarter', please explain why?</li></li></ul><li>Mytwoexamples:<br />Wynnhotel & Casino Las Vegas :<br />Westfield ValleyFair<br />A hotel & Casino in Las Vegas.<br />Present on several social networks (Facebook, Twitter, YouTube,…), withoutspecialoffers, promotions,...<br />Its last Marketing campaign on Foursquare => WhenFoursquareusers check-in to Wynnhotel & casino Las Vegas, theyobtain a complementary glass of champagne at Blush Boutique, one of Wynn Las Vegas ‘s nightclubs.<br />A premium shopping center based in Santa Clara.<br />Present on Facebook and Twitter, itsspecialoffers, promotions, discounts… only on itsFacebook page.<br />Its last Marketing campaign on Facebook Places => WhenFacebook Places userscheck-in to Westfield ValleyFair, theyobtainsome discounts and specialoffersfor few of itsshops.<br />
The objectives of eachcampaign:<br />Westfield ValleyFair<br />Wynnhotel & Casino Las Vegas :<br />OfferattheirFoursquareguests an even more luxuriousexperience.<br />Refine their approach to service and learn more about their guests (their wishes, needs, complaints...).<br />Improve the overall services provided by the hotel and the casino.<br />Attract more clients and develop the loyalty of customers.<br />Reward fans for every check-in (offer discounts for each check-in in Facebook Places).<br />Bring more shoppersinto the shopping center.<br />Promoteitsmerchants.<br />Attract more clients by reaching the friends of each person who clicks on check–on Facebook Places.<br />
Social toolsused in eachcampaing:<br />Wynnhotel & Casino Las Vegas : Foursquare.com<br />Westfield ValleyFair : Facebook Places<br />A location based services used on web or with mobile application.<br />A viable and great tool for businesses, for their marketing campaigns for example.<br />Used by many hotels chains like Hilton Hotels; to offer tips, specials offers, complementarities... <br />Foursquare users can share their check-in with all their Foursquare friends, Facebook friends and Twitter Followers ; which helps to promote the business / brand across multiple social networks.<br />A location based services, one Facebook Application.<br />Has a partnershipwith the most important Location Based Services (Foursquare Gowalla, Yelp ...) => When a person makes a check-in on one of these LBS, his status on Facebook Places can be updated directly if he wishes .<br />Offers to the brands a way to sharespecialoffers, discounts, promotions…<br />Facebook has over 500 Million users, each of them can used Facebook Places and communicate with their communities.<br />
Social toolsused in eachcampaing: Foursquare.com<br />
Social toolsused in eachcampaing: Facebook Places<br />
How will the resultbemeasured?<br />Wynnhotel & Casino Las Vegas : Foursquare.com<br />Westfield ValleyFair : Facebook Places<br />Foursquare has a Merchant Platform whichhelps businesses to developthem on Foursquare. <br />The signing up for thisFoursquare’s Free Merchant Platform allows a brand, a merchant, a business access to their venue statsdashboard, allowingthem to tracktheircustomer foot traffic over time . The elementsmeasured are:<br /><ul><li>Total daily check-ins over time
Thesestats help to know the impact of the marketing campaign, in order to make adaptations if necessary.
There are few tools to measure the results of a campaign made on Facebook in general, and on Facebook Places :
The companyWebtrendshas rolled out new measurement capabilities for Facebook => Measure deep metrics of all major Facebook features like Facebook Places.
Facebook Google Analytics=> A tooldeveloped by Google Analytics, measuremanyelements, like the results of a marketing campaign.
Klout => an influence measurement scores, thatcanmeasure the influence of a campaign made on Facebook Places.</li></li></ul><li>How will the resultbemeasured on Foursquare?<br />
How will the resultbemeasured on Facebook Places?<br />The analysis of Webtrends for a specificFacebook Page (all itsfeatures, likeFacebook Places)<br />
How will the resultbemeasured on Facebook Places?<br />Facebook Google Analytics<br />
Which one do youthinkis « smarter », pleaseexplainwhy?<br />For me, betweenthesetwocampaigns, I think the campaign of Wynnhotel & casino Las Vegas is « smarter » than the campaign of WedfieldValleyFair. <br />Why I thinkthat?<br /><ul><li>Foursquareis a LBS more completethanFacebook Places, whichisonly one application of Facebook. In regard to the study made by LBMA , foursquareis the mostpopular LBS.
Whenyou talk about Location Based Services, people think, the most of time, atFoursquare, not atFacebook Places.
The campaign of Wynnhotel & casino Las Vegas is a good idea and permitsattheirguests to discover one of their services. Moreover, Wynnhotel & casino Las Vegas is more active and present on FoursquarethanWedfieldValleyFair on Facebook Places. </li></li></ul><li>