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Social Media Belts




Social Media         Social Media   Social Media
 White Belt            Red Belt      Black Belt


 Understand           Participate      Lead
Foursquare
    for
 Business
 A Red Belt Training
Moderator




ThomasCrampton.com | @ThomasCrampton
Asia-Pacific Director
Ogilvy 360°Digital Influence
Question Pane



What city are you
joining us from?
Twitter Hashtag




#4sq4biz
Speakers




Brian Giesen | @bdgiesen        John Stauffer | @John Stauffer
Regional Director, Sydney       Regional Director, Hong Kong
Ogilvy 360°Digital Influence    Ogilvy 360°Digital Influence
THE MOBILE
LANDSCAPE
5 Million Mobile Users
Worldwide in 2010!
5 million Billion
Mobile Users
Worldwide in 2010!
Market Growth of Location Based Services




                                   $512 Million
                                     in 2012
                          Sydney


    $96
   Million
  in 2009
                  Singapore




                                           Source: Forrester Research
Mobile	
  Web	
  Sta,s,cs	




      5	
   15	
   2	
   100	
  
Mobile	
  web	
  will	
      15K	
  new	
  users	
       Foursquare	
                   100MM	
  
outgrow	
  desktop	
         every	
  day,	
  with	
      syncs	
  to	
            smartphones	
  
   in	
  5	
  years.        total	
  users	
  2MM.	
     top	
  2	
  SNS.	
     in	
  China	
  by	
  2010.	
  
Experiencing	
  Foursquare	

           Foursquare	
  successfully	
  introduced	
  loca,on-­‐based	
  services	
  to	
  the	
  world.




See	
  friends’	
  loca,ons    Check-­‐in	
  on	
  the	
  go      Sync	
  to	
  SNS           Collect	
  badges
Jiepang:	
  China’s	
  Foursquare	




See	
  friends’	
  loca,ons   Check-­‐in	
  on	
  the	
  go   Sync	
  to	
  SNS   Collect	
  badges
WHAT IS
FOURSQUARE
POLL QUESTION


Have you ever
“checked in” on
Foursquare?
>	
  Check	
  In	
  
>	
  Unlock	
  Badges	
  
>	
  Become	
  Mayor	
  
>	
  Deals	
  &	
  Offers	
  
>	
  Useful	
  Tips	
  
WHO IS USING
FOURSQUARE?
Foursquare Users


“Go	
  back	
  3	
  years…	
  TwiZer	
  
was	
  being	
  used	
  by	
  the	
  same	
  
crowd	
  as	
  Foursquare	
  today.”	
  


“It	
  will	
  be	
  bigger	
  
than	
  TwiZer.”	
  
                                                Robert	
  Scoble	
  
                                                @scobleizer	
  
Foursquare Users



2.4	
  MILLION	
  
PEOPLE	
  USE	
  FOURSQUARE	
  
GLOBALLY	
  

40%	
  OF	
  USERS	
  ARE	
  FROM	
  
OUTSIDE	
  THE	
  UNITED	
  STATES	
  

Large	
  communi,es	
  in	
  Australia,	
  
Singapore,	
  Hong	
  Kong,	
  Malaysia	
  and	
  
Indonesia	
  

SOURCE:	
  FOURSQUARE,	
  AUGUST	
  2010	
  
Foursquare Users




JUST ONE YEAR AGO
65X FEWER PEOPLE USED FOURSQUARE
SOURCE:	
  COMPETE.COM,	
  AUGUST	
  2010	
  
Foursquare Users


38% MORE
LIKELY TO BE
ASKED FOR THEIR
OPINION ON
PRODUCTS



SOURCE:	
  FOURSQUARE,	
  AUGUST	
  2010	
  
Brands on Foursquare
POLL QUESTION


Is Your Business
Featured on
Foursquare?
Strategic Approach to Foursquare!

1   Strategize!     2   Build!   3   Incentivize   !   4           !
                                                           Socialize
Strategic Approach to Foursquare!

   1   Strategize!              2   Build!         3    Incentivize   !          4           !
                                                                                     Socialize




Match Foursquare's        Search for your venue   Reward loyal users, !       Foursquare starts on
functionality with your   on foursquare.com.      get new customers.          mobile but can flow onto
objective: Increased      Claim your property.    Foursquare's special        brand websites, in-store
visibility among early    Not listed? Add it so   offers practically pull     promotions, and other
adopters, sales leads,    users can find you in    people off the street and   social web sites.!
more foot traffic, etc!    the neighborhood.!      into your business.!
Strategize

   •    Inventory the Foursquare objectives with your own business
        goals. Common Foursquare objectives:

Reach &                       Preference                   Action
Positioning
                          •  Build positive word   •  Build more walk-in
•  Greater visibility     of mouth among           traffic
within social media       social media users
                                                   •  Reward loyal
• Audience awareness      •  Incentivize user      customers
among early               generated content
adopters                  (e.g. tips)              •  Increase sales

• Increased brand         •  Improved search
presence in mobile	

     engine rankings
Strategize
•    For users, Foursquare is a game
     above anything else and that is
     part of the reason for the addictive
     quality.


•    Ask any foursquare user and
     they’ll tell you about their stats,
     the places where they are Mayor
     and the badges they’ve earned.


•    Be sure your business strategy
     taps into the competitive spirit of
     the game.
Strategize
•    After identifying the objective, install the
     Foursquare application on your own mobile phone.
     Like many social apps, you have to use to really
     “get it”.


•    Tell your staff about Foursquare and encourage
     them to check in to the venue.


•    Foursquare makes this easy with a Staff section
     so that you can separate employees from
     customers and empower employees to directly
     interact with customers.
Strategize
•    Foursquare also allows
     businesses to integrate their
     venue with other social
     networks like Twitter and
     Facebook.


•    Be sure to link any social
     networking sites to your new
     foursquare page to utilize
     Foursquare social syndication
     features
Build

•    Claim your venue on
     FourSquare.com by searching
     your business name among the
     list of registered venues.




•    If you see your venue listed,
     click “claim” to become the
     official owner.
Build

•    If you don’t see your place
     of business, you can add it
     to the list of venues in the
     neighborhood.


•    Click the “add things”
     button on the homepage
     to tell Foursquare about
     your business.
Build

•    Now, when anyone in the
     neighborhood logs into
     foursquare with their mobile
     phone, they’ll see your
     business listed as “nearby”.


•    “Oh, I had no idea Village
     Tavern was on this block. I
     love that place.”
Build
•    Foursquare provides businesses with
     detailed analytics measuring the
     traffic, frequency, time of day, and
     comments posted by users checking in
     to your location.


•    Track analytics immediately upon
     adding your venue. Think of ways to
     use Foursquare as an intelligence tool.


•    “We have a check-in slump between
     3-6pm. What can we do to bring
     people in the doors at that time?”
Incentivize
•    Use foursquare to build special deals for your users.
     You can customize a variety of different offers for your
     customers:
     1.  Mayor Specials: this is your single most loyal customer on
        foursquare with the most check-ins. How can reward your best
        customer?

     2.  Frequency-based Specials: these offers are unlocked every X
        check (e.g. Foursquare users get a 10% off every third check in

     3.  Check-In Offers: unlocked when a users checks into your venue.
        (e.g. show your check in to the waiter for a free drink!)

     4.  Wildcard Specials: always unlocked but the staff has to verify a
        special condition (e.g. show us your Newbie Badge to earn a free
        night’s stay!)
Incentivize

1.  Mayor Specials: this is
   your single most loyal
   customer on foursquare
   with the most check-ins.
   How can reward your
   best customer?
Incentivize

2.  Frequency-based
   Specials: these offers are
   unlocked at regular
   intervals to reward and
   encourage frequent check
   ins.

"Foursquare says you've been
here 10 times? That's a free
drink for you!"
Incentivize

3.  Check-In Offers:
   unlocked when a users
   checks into your venue.
   (e.g. show your check in to
   the waiter for a free
   drink!)
Incentivize

4.  Wildcard Specials:
   always unlocked but the
   staff has to verify a special
   condition (e.g. show us
   your Newbie Badge to earn
   a free night’s stay!)
Incentivize

•    Your venue specials will appear on
     the check in page of any user near
     by – whether they know about
     your business or not!


•    Foursquare users can browse
     nearby locations and see “Hey,
     there’s a special nearby. Oh
     Hawaiian Coffee & Smoothies. I
     could use a coffee right now.”
Incentivize

•    Users will often post tips for other
     foursquare users.


•    Become part of the Foursquare
     community by reading the tips for
     customer insight.


•    Business owners are also able to post
     tips to alert users to new products or
     services.


•    Users will see the tips you and others
     have posted each time they check in.
Socialize

•    After you’ve nailed the basics –
     venues, specials, tips – it’s time to
     Socialize Foursquare beyond the
     mobile application into all all Marcom
     assets – websites, direct mail, pr,
     advertising.


•    Consider featuring the Foursquare
     venue on the corporate website so
     visitors know you’re on foursquare
     before they head out the door.
Socialize
Socialize
Socialize

•    Beyond the web, let users
     know you’re hip to foursquare
     as they walk in the door.


•    Promote the specials in-store
     to alert customers to the
     exclusive offers. This is a
     great way to increase the
     check-ins for newly created
     venues.
Socialize
Socialize

•    For advanced users, there are a collection of third party
     applications that make use of Foursquare’s data. TurnSocial, for
     example, takes the tips and comments and streams those directly
     to a business homepage.
CASE STUDY:
MICROSOFT AUSTRALIA
OFFICE MAYOR MEETUP
Office Mayor Meetup
                                               Microsoft Australia Case Study



                                                        -­‐	
  Fan	
  Page	
  
                                               -­‐	
  Engagement	
  Ads	
  
                                                           -­‐MSFT	
  x-­‐
                                                        Promo,on	
  
                  -­‐	
  @MSAU	
  TwiZer	
                                       -­‐	
  Media	
  Rela,ons	
  
                          -­‐	
  Answer	
                                              -­‐	
  Blogger	
  
                          Ques,ons	
                                                   Outreach	
  




        -­‐	
  Loca,on	
  Page	
  
          -­‐	
  Special	
  Offer	
                                                             -­‐	
  Town	
  Crier	
  Video	
  
-­‐	
  100	
  mayor	
  invites	
  
Yes.	
  There	
  Was	
  
a	
  Town	
  Crier!	
  
                      	
  
“One	
  of	
  the	
  first	
  major	
  brands	
  in	
  Australia	
  to	
  	
  
make	
  a	
  foray	
  into	
  Foursquare”	
  




                                       “Foursquare	
  can	
  be	
  useful,	
  but	
  admit	
  
                                       we	
  didn’t	
  think	
  of	
  this	
  par,cular	
  
                                       op,on.”	
  




	
  “ The	
  early	
  adopters	
  of	
  Foursquare	
  suited	
  Microsoj’s	
  aims.”	
  
258	
  Mayors	
  Checked	
  
   Into	
  the	
  Event	
  

•  5.5	
  million	
  Australians	
  
   via	
  print,	
  online	
  news,	
  
     blog	
  coverage	
  and	
  
              TwiKer	
  

        •  568	
  Tweets	
  

   •  Nearly	
  all	
  posiNve	
  
RESOURCES:
HOW TO IMPLEMENT YOUR
FOURSQUARE STRATEGY
Additional Resources
Getting Started:

•     http://foursquare.com/businesses/
•     http://www.asiadigitalmap.com/category/foursquare-2/


Staying Smart:
•     http://blog.foursquare.com/
•     http://mashable.com/social-media/foursquare/
•     http://www.readwriteweb.com/tag/foursquare


Slideshare Presentations:
•     http://www.slideshare.net/CMSummit/dennis-crowley-foursquare-4432358
•     http://www.slideshare.net/kvang/locationbased-marketing-foursquare-businesses
•     http://www.slideshare.net/dlin5/geo-loc-services01-4491918
•     http://www.slideshare.net/markingegno/location-based-services-foursquare-and-gowalla
Any Questions?
                 ?
CONTACT
                                                            Thomas Crampton



 
                                                          
                                                            Asia-Pacific Director | 360° Digital Influence
 One company that goes with this online-initiated flow is
                                                            Ogilvy Hong Kong
 Ogilvy Public Relations.                                   p +852 6397 1662
                                                            e thomas.crampton@ogilvy.com
                                                            t @thomascrampton

                                                            Brian Giesen
                                                            Regional Director | 360° Digital Influence
                                                            Ogilvy Sydney



       25 China Experts you should follow on
        Twitter… Thomas         Crampton
                                                            
                                                            p +61 2 8281 3853
                                                            e brian.giesen@ogilvy.com.au
                                                            t @bdgiesen

                                                            John Stauffer
                                                            Regional Strategy Director | 360° Digital
                                                            Influence
                                                            Ogilvy Hong Kong
                                                            p +852 9661 0998



Ogilvy's digital specialist Brian Giesen outlined the
best strategies for getting business results on social
networking site Twitter.                                    
                                                            e john.stauffer
                                                            t @johnstauffer
                                                            For case studies...
                                                            www.asiadigitalmap.com
                                                            asiadigitalmap.com

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Ogilvy On: How To Use Foursquare for Business

  • 1.
  • 2. Social Media Belts Social Media Social Media Social Media White Belt Red Belt Black Belt Understand Participate Lead
  • 3. Foursquare for Business A Red Belt Training
  • 4. Moderator ThomasCrampton.com | @ThomasCrampton Asia-Pacific Director Ogilvy 360°Digital Influence
  • 5. Question Pane What city are you joining us from?
  • 7. Speakers Brian Giesen | @bdgiesen John Stauffer | @John Stauffer Regional Director, Sydney Regional Director, Hong Kong Ogilvy 360°Digital Influence Ogilvy 360°Digital Influence
  • 9. 5 Million Mobile Users Worldwide in 2010!
  • 10. 5 million Billion Mobile Users Worldwide in 2010!
  • 11. Market Growth of Location Based Services $512 Million in 2012 Sydney $96 Million in 2009 Singapore Source: Forrester Research
  • 12. Mobile  Web  Sta,s,cs 5   15   2   100   Mobile  web  will   15K  new  users   Foursquare   100MM   outgrow  desktop   every  day,  with   syncs  to   smartphones   in  5  years. total  users  2MM.   top  2  SNS.   in  China  by  2010.  
  • 13. Experiencing  Foursquare Foursquare  successfully  introduced  loca,on-­‐based  services  to  the  world. See  friends’  loca,ons Check-­‐in  on  the  go Sync  to  SNS Collect  badges
  • 14. Jiepang:  China’s  Foursquare See  friends’  loca,ons Check-­‐in  on  the  go Sync  to  SNS Collect  badges
  • 16. POLL QUESTION Have you ever “checked in” on Foursquare?
  • 20. >  Deals  &  Offers  
  • 23. Foursquare Users “Go  back  3  years…  TwiZer   was  being  used  by  the  same   crowd  as  Foursquare  today.”   “It  will  be  bigger   than  TwiZer.”   Robert  Scoble   @scobleizer  
  • 24. Foursquare Users 2.4  MILLION   PEOPLE  USE  FOURSQUARE   GLOBALLY   40%  OF  USERS  ARE  FROM   OUTSIDE  THE  UNITED  STATES   Large  communi,es  in  Australia,   Singapore,  Hong  Kong,  Malaysia  and   Indonesia   SOURCE:  FOURSQUARE,  AUGUST  2010  
  • 25. Foursquare Users JUST ONE YEAR AGO 65X FEWER PEOPLE USED FOURSQUARE SOURCE:  COMPETE.COM,  AUGUST  2010  
  • 26. Foursquare Users 38% MORE LIKELY TO BE ASKED FOR THEIR OPINION ON PRODUCTS SOURCE:  FOURSQUARE,  AUGUST  2010  
  • 28. POLL QUESTION Is Your Business Featured on Foursquare?
  • 29. Strategic Approach to Foursquare! 1 Strategize! 2 Build! 3 Incentivize ! 4 ! Socialize
  • 30. Strategic Approach to Foursquare! 1 Strategize! 2 Build! 3 Incentivize ! 4 ! Socialize Match Foursquare's Search for your venue Reward loyal users, ! Foursquare starts on functionality with your on foursquare.com. get new customers. mobile but can flow onto objective: Increased Claim your property. Foursquare's special brand websites, in-store visibility among early Not listed? Add it so offers practically pull promotions, and other adopters, sales leads, users can find you in people off the street and social web sites.! more foot traffic, etc! the neighborhood.! into your business.!
  • 31. Strategize •  Inventory the Foursquare objectives with your own business goals. Common Foursquare objectives: Reach & Preference Action Positioning •  Build positive word •  Build more walk-in •  Greater visibility of mouth among traffic within social media social media users •  Reward loyal • Audience awareness •  Incentivize user customers among early generated content adopters (e.g. tips) •  Increase sales • Increased brand •  Improved search presence in mobile engine rankings
  • 32. Strategize •  For users, Foursquare is a game above anything else and that is part of the reason for the addictive quality. •  Ask any foursquare user and they’ll tell you about their stats, the places where they are Mayor and the badges they’ve earned. •  Be sure your business strategy taps into the competitive spirit of the game.
  • 33. Strategize •  After identifying the objective, install the Foursquare application on your own mobile phone. Like many social apps, you have to use to really “get it”. •  Tell your staff about Foursquare and encourage them to check in to the venue. •  Foursquare makes this easy with a Staff section so that you can separate employees from customers and empower employees to directly interact with customers.
  • 34. Strategize •  Foursquare also allows businesses to integrate their venue with other social networks like Twitter and Facebook. •  Be sure to link any social networking sites to your new foursquare page to utilize Foursquare social syndication features
  • 35. Build •  Claim your venue on FourSquare.com by searching your business name among the list of registered venues. •  If you see your venue listed, click “claim” to become the official owner.
  • 36. Build •  If you don’t see your place of business, you can add it to the list of venues in the neighborhood. •  Click the “add things” button on the homepage to tell Foursquare about your business.
  • 37. Build •  Now, when anyone in the neighborhood logs into foursquare with their mobile phone, they’ll see your business listed as “nearby”. •  “Oh, I had no idea Village Tavern was on this block. I love that place.”
  • 38. Build •  Foursquare provides businesses with detailed analytics measuring the traffic, frequency, time of day, and comments posted by users checking in to your location. •  Track analytics immediately upon adding your venue. Think of ways to use Foursquare as an intelligence tool. •  “We have a check-in slump between 3-6pm. What can we do to bring people in the doors at that time?”
  • 39. Incentivize •  Use foursquare to build special deals for your users. You can customize a variety of different offers for your customers: 1.  Mayor Specials: this is your single most loyal customer on foursquare with the most check-ins. How can reward your best customer? 2.  Frequency-based Specials: these offers are unlocked every X check (e.g. Foursquare users get a 10% off every third check in 3.  Check-In Offers: unlocked when a users checks into your venue. (e.g. show your check in to the waiter for a free drink!) 4.  Wildcard Specials: always unlocked but the staff has to verify a special condition (e.g. show us your Newbie Badge to earn a free night’s stay!)
  • 40. Incentivize 1.  Mayor Specials: this is your single most loyal customer on foursquare with the most check-ins. How can reward your best customer?
  • 41. Incentivize 2.  Frequency-based Specials: these offers are unlocked at regular intervals to reward and encourage frequent check ins. "Foursquare says you've been here 10 times? That's a free drink for you!"
  • 42. Incentivize 3.  Check-In Offers: unlocked when a users checks into your venue. (e.g. show your check in to the waiter for a free drink!)
  • 43. Incentivize 4.  Wildcard Specials: always unlocked but the staff has to verify a special condition (e.g. show us your Newbie Badge to earn a free night’s stay!)
  • 44. Incentivize •  Your venue specials will appear on the check in page of any user near by – whether they know about your business or not! •  Foursquare users can browse nearby locations and see “Hey, there’s a special nearby. Oh Hawaiian Coffee & Smoothies. I could use a coffee right now.”
  • 45. Incentivize •  Users will often post tips for other foursquare users. •  Become part of the Foursquare community by reading the tips for customer insight. •  Business owners are also able to post tips to alert users to new products or services. •  Users will see the tips you and others have posted each time they check in.
  • 46. Socialize •  After you’ve nailed the basics – venues, specials, tips – it’s time to Socialize Foursquare beyond the mobile application into all all Marcom assets – websites, direct mail, pr, advertising. •  Consider featuring the Foursquare venue on the corporate website so visitors know you’re on foursquare before they head out the door.
  • 49. Socialize •  Beyond the web, let users know you’re hip to foursquare as they walk in the door. •  Promote the specials in-store to alert customers to the exclusive offers. This is a great way to increase the check-ins for newly created venues.
  • 51. Socialize •  For advanced users, there are a collection of third party applications that make use of Foursquare’s data. TurnSocial, for example, takes the tips and comments and streams those directly to a business homepage.
  • 53.
  • 54. Office Mayor Meetup Microsoft Australia Case Study -­‐  Fan  Page   -­‐  Engagement  Ads   -­‐MSFT  x-­‐ Promo,on   -­‐  @MSAU  TwiZer   -­‐  Media  Rela,ons   -­‐  Answer   -­‐  Blogger   Ques,ons   Outreach   -­‐  Loca,on  Page   -­‐  Special  Offer   -­‐  Town  Crier  Video   -­‐  100  mayor  invites  
  • 55. Yes.  There  Was   a  Town  Crier!    
  • 56. “One  of  the  first  major  brands  in  Australia  to     make  a  foray  into  Foursquare”   “Foursquare  can  be  useful,  but  admit   we  didn’t  think  of  this  par,cular   op,on.”    “ The  early  adopters  of  Foursquare  suited  Microsoj’s  aims.”  
  • 57. 258  Mayors  Checked   Into  the  Event   •  5.5  million  Australians   via  print,  online  news,   blog  coverage  and   TwiKer   •  568  Tweets   •  Nearly  all  posiNve  
  • 58. RESOURCES: HOW TO IMPLEMENT YOUR FOURSQUARE STRATEGY
  • 59. Additional Resources Getting Started: •  http://foursquare.com/businesses/ •  http://www.asiadigitalmap.com/category/foursquare-2/ Staying Smart: •  http://blog.foursquare.com/ •  http://mashable.com/social-media/foursquare/ •  http://www.readwriteweb.com/tag/foursquare Slideshare Presentations: •  http://www.slideshare.net/CMSummit/dennis-crowley-foursquare-4432358 •  http://www.slideshare.net/kvang/locationbased-marketing-foursquare-businesses •  http://www.slideshare.net/dlin5/geo-loc-services01-4491918 •  http://www.slideshare.net/markingegno/location-based-services-foursquare-and-gowalla
  • 61. CONTACT Thomas Crampton Asia-Pacific Director | 360° Digital Influence One company that goes with this online-initiated flow is Ogilvy Hong Kong Ogilvy Public Relations. p +852 6397 1662 e thomas.crampton@ogilvy.com t @thomascrampton Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney 25 China Experts you should follow on Twitter… Thomas Crampton p +61 2 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen John Stauffer Regional Strategy Director | 360° Digital Influence Ogilvy Hong Kong p +852 9661 0998 Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. e john.stauffer t @johnstauffer For case studies... www.asiadigitalmap.com asiadigitalmap.com