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FourSquare and business: can everyone win in this game of profit?


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This presentation investigates the way that businesses and patrons are benefiting from location-based services, like FourSquare.

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FourSquare and business: can everyone win in this game of profit?

  1. 1. FourSquare and businesses: can everyone win in this game of profit? Ashlie K.Conway Social Media Club of Columbia, SC 2/11/2010 Librarian, U. of South Carolina
  2. 2. About: Foursquare aims to encourage people to explore their neighborhoods and then reward people for doing so. We do this by combining our friend-finder and social city guide elements with game mechanics - our users earn points, win mayorships and unlock badges for trying new places and revisiting old favorites. From
  3. 3. Things to consider FourSquare is “Revolutionizing the very way we think about social media and turning it into a form of currency” [Think customer loyalty punch cards] From “Foursquare bills itself as 50% friend finder, 30% social city guide, 20% nightlife game” From
  4. 4. FourSquare Glossary: Check-in: telling FourSquare where you are via GPS or physical address Mayor: a person who visits a given place more than anyone else Badges: think of them like little trophies or rewards for going to interesting places Points: another reward/another way to compete against your friends. Tips: your recommendations to others To Dos: notes to yourself
  5. 5. Glossary continued... Shout: (optional) what you can say in addition to where you are Image by &y:
  6. 6. Image by Irish Typepad: Benefits to patrons/users
  7. 7. Lets you know popular spots Helps you make a connection & get rewards from businesses Explore places in your own community that you wouldn’t necessarily go to (to get rewards) Prepares you for places with special requirements (cash only) Helps you remember places you visit both at home & traveling
  8. 8. Benefits to businesses
  9. 9. 84% Of Americans say online reviews influence their purchasing decisions, according to a survey by the Opinion Research Corporation New York Times:
  10. 10. Business benefits: It’s a way to take the online, offline • Customers offer you constant exposure and word of mouth • Opens the door for new kinds of promotions to reward evangelists • Customer behavior is tracked, allowing habits to be identified and leveraged • It connects you with your digital evangelists, people who probably have a lot of clout in their circles From
  11. 11. Special mayor-only rewards are cropping up...and they’re creating customer loyalty battles that are good for regulars and great for businesses Develops a deeper connection between place and patron Get instant feedback...good customer reviews lead to new customers Can measure foot traffic to a store, proving quantifiable ROI for an advertiser From and New York Times: and
  12. 12. We had lunch at E Leaven today, and when I checked in on Foursquare, I saw a competitor's coupon. It was the first time this has happened to me, so I thought it was an E Leaven coupon (I've never heard of David Burke's Primehouse until now). When I showed it to my server...I had to explain what Foursquare is. She knew David Burke's, so we realized it was a competitor's deal, but now they're interested in what Foursquare can do for them. I offered to talk it through with them if they want to pursue opportunities in the future. :)  From Jenny Levine (The Shifted Librarian)
  13. 13. Cheap marketing! “For example, it would cost $5 for a restaurant to give my brother a free dessert for being mayor, but with Foursquare linked to Twitter (read word-of-mouth), that $5 could go a long way towards driving people to that venue” From
  14. 14. Cons for all Furthers the distance between the “haves” and “have nots”
  15. 15. So what’s next? Image by RobHawkes:
  16. 16. Currently, some major corporations can: “Ping” branded tips (Ping=push messages to you) Create specialty event/company badges for you to unlock Why? So their brand will stay on your mind! Hopefully something similar to this will be released for smaller businesses
  17. 17. Example: Valentine’s Day
  18. 18. Questions? Discussion?