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
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 • 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 • 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 • 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.
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
“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
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 firstname.lastname@example.org 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 email@example.com 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