10 Ways Enterprise Marketers Can Leverage Foursquare

8/9/2019 10 Ways Enterprise Marketers Can Leverage Foursquare

http://slidepdf.com/reader/full/10-ways-enterprise-marketers-can-leverage-foursquare 1/41

10

Top WaysEnterprise

MarketersCan

Leveragefoursquaresocial marketing software

produced by

Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc

http://[email protected]

http://blog.socialepisodes.com/

mailto:[email protected]







social marketing software

before we talk about

opportunities, we need tounderstand the challenges



challenges of enterprise

marketing on foursquare




Thousands of venues are being

created daily. Managing these venuesand maintaining consistency across

these channels is a tremendouschallenge for brands.

Venue Ownership &Management




There is no simple way to create a

single tip to share with multiplevenues. Creating tips for multiplelocations is a manual process thatrequires constant updating and

management.

Simple Tip Creation &Management




Venue ownership must be established to

create “Specials Nearby”, howeverspecials can not be created for multiple

venues simultaneously. Also, custombadges can not created without the help

of foursquare directly.

Access to Specials &Badges




There are only loose tie-ins

between foursquare and existingcorporate loyalty programs.

Integration withLoyalty Programs




all challenges are opportunities in disguise




10

Ways Enterprise MarketersCan Use foursquare




1Venues get created by individual members and can be missinginformation, 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




Once businesses establish ownership of their venues they can access real-timedata including who has “checked in”,

when they arrived, the male-to-female

customer ratio and which times of dayare more active for certain customers.

Venue owners can also offer instantpromotions to try to engage newcustomers and keep current ones.

Venue ownership has it’s privileges



One of the easiest ways to get started in foursquare is toutilize the Tips. For example, a user who checks into a localmovie theater can get a Tip saying “Be sure to check out the

newest comedy from Will Ferrell”. This helps to influence anddrive traffic to point of sale conversions.

Utilize Tips

2


Case



HISTORY: Utilizing TipsCase

Study

• Tips placed at Historically significant locationsaround the country

• Tips are focused on location but serve topromote the TV show “America: The Story of US”

• Users automatically entered into a sweepstakes,in which 10 randomly selected users will winprizes each week from April 25 through June 6

Background

Great viral ‘Buzz’ throughout the

series New viewers to history channel

"America The Story of US"

became the most watched

and highest rated program in

the network's history.

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

http://www.thewrap.com/television/column-post/america-story-us-history-channel-record-breaker-16676

http://mashable.com/2010/04/13/history-channel-foursquare/







Sure it sounds creepy, but many Foursquare users are alsousing 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 andinformation in front of them.

Follow your Visitors

3


Case



The Pit BBQCase

Study

• Local BBQ restaurant in Raleigh, NC• Recognized people who regularly mention The Pit

in their tweets• Became popular meeting location for Twitter

users

• Spent time connecting with and reaching out topatrons on Twitter and foursquare

• Rewarded foursquare mayors and social mediafollowers with lunch

Background

Solid Buzz across multiple channels

Loyal followers and patrons

Identified brand enthusiasts and influencers tospread the word and encourage repeat business

The restaurant is constantly packed and

continuing to benefit from developing

relationships through social channels

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

http://socialfresh.com/foursquare-case-studies/

http://www.1918.com/social-media-case-study-how-the-pit-uses-twitter-and-foursquare/







4While 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 dealsand specials to your customer base to increase participation.

Market your Participation


Case



Harvard UniversityCase

Study

• First university to use foursquare to helpstudents explore their campus andsurrounding places of interest

• Users can create an up-to-date ratings of

stores, restaurants, businesses, and othervenues throughout Harvard Square

• Users can earn points, and ultimatelyacquire coveted foursquare badges

Background

Marketed a new channel to students andvisitors to help explore surrounding area

Buzz for students and visitors alike

Channel to highlight local tips

Encourages students to explore

their campus with tips

Results

Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown”, Social Fresh by Jason Keath“Harvard on Foursquare”, Harvard Gazette


http://news.harvard.edu/gazette/story/2010/01/harvard-and-foursquare/







PlaceWidget makes it easy toadd your foursquare venue

information to yourcompany’s website or

Facebook page with just afew clicks.

Source: About Foursquare

http://aboutfoursquare.com/highlight-your-foursquare-venue-on-your-companys-website-or-facebook-page-with-placewidget/





5Although 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-into be broadcast to that users Twitter and Facebook account.

Promote Check-Ins






6Offer specials to mayors or everyday visitors and even specify

how many check-ins are required to achieve a special. Inorder to do this you need to “claim your venue” (see point

1.) Once a special is offered, foursquare includes a “SpecialIcon” next to your venue when it is listed in search results.

Offer a Special










American Eagle Outfitters is offering a 15%discount to foursquare users who check inat any of their 950+ stores nationwide. The

offer is 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 acoupon code for cashiers to use.


Mi V ( ) F b k






Because of the viral nature of social media it’s important thatyour 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 pageand multiple local pages. Publish relevant info to one or both.

Mirror your Venue(s) on Facebook

7




The Facebook widget (above) is automatically added asa 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’slocation to the information provided by the widget.

foursquare even uses it on their own Facebook page.

Source: http://aboutfoursquare.com/highlight-your-foursquare-venue-on-your-companys-website-or-facebook-page-with-placewidget/








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




Starbucks Mayor Special

• First ever nationwide special exclusively for Mayors

• Mayors of this store, enjoy $1 off a NEW however-you-want-it Frappuccino blended beverage. Anysize, any flavor. Offer valid until 6/28.



5 Unique foursquare Specials1. Reserved parking spot for the Mayor at

MarketFair Mall in Princeton, NJ.

2. Escalating rewards for checking in and bringingmore friends along at B&O American Brasserie inBaltimore, MD

3. Free Black Beauty rides for the Mayor of BrittReid’s Garage at Comic-Con San Diego. The “garage”was set up by Columbia Pictures to promote their filmThe Green Hornet. The Mayor of the garage got a freeride and a free pass to the front of the line.

4. Free bottle of wine during the week of your

birthday — worth your age in dollars — at RestaurantMax in Minneapolis.

5. Free round of shots for the Mayor — and fivefriends — at Front Page News in Atlanta.

Source http://aboutfoursquare.com/5-creative-foursquare-specials/

http://aboutfoursquare.com/5-creative-foursquare-specials/





9Use Foursquare to identify your most loyal customers and

encourage them to spread the word. Offer specials targetedat Mayors or individuals who have a high number check-ins

over a specified period of time.

Identify your Influencers






Bravo offers badges and special prizes when viewers visit more than 500

Bravo locations. The locations will be picked by Bravo to correspondwith select Bravo shows including “The Real Housewives,” “The

Millionaire Matchmaker,” “Top Chef,” “Kell on Earth,” “Top Chef Masters”

and “Shear Genius.”

Off Fi t Ch k I P ti



10Brands can benefit by rewarding first time check-ins to

encourage new customers to visit locations. While mostbrands are focused on rewarding repeat customers, there is

an opportunity to reward first time customers.

Offer First Check-In Promotions






• Influence Matters

• Earn points and word of mouth

• Customer loyalty deserves rewards

• Invest in growth

• Test and grow

Closing Thoughts



foursquare Perspectives is a free tool thatprovides brands with valuable and usefulinsights about how foursquare users areinteracting with their physical locations.

The report delivers key statistics including:

• total venues• total check-ins

• unique visitors

• total mayorships

http://perspectives.awarenessnetworks.com/foursquare/






The Awareness Social Marketing Hub helps marketers publish, manage, and measure theirmarketing across key social media channels, and helps marketers engage with users around

that content.

• Control your social media publishing with enterprise-grade permissioning, workflow,and audit controls

• Centralize your social media strategy and execution to coordinate product, businessunit and corporate messages

• Use social media to engage throughout the entire customer life-cycle

• Engage and interact directly with the people who are talking about your socialmarketing campaigns

•Measure success across social media channels



Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com

[email protected]

Interested in a Demo?Contact me today!









Mike LewisVP of Marketing, Awareness Inc

@bostonmike / @awarenessinchttp://blog.socialepisodes.com

[email protected]










Photo Credits

The following are from Flickr. Used with a Creative Commons license:

• Slide 1: “Foursquare Pins and Tattoos - SXSW 2010”. Taken by nan palermo

• Slide 3: “Foursquare Buttons”. Taken by Remco Janssen

• Slide 4: “Park City Storefront 03”. Taken by Atelier Teee

• Slide 5: “Crayon Tips”. Taken by Darrren Hester

• Slide 6: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by @superamit

• Slide 9: “Foursquare in the house!”. Taken by mjpeacecorps

• Slide 10: “Storefronts”. Taken by A30_Tsitika

• Slide 12: “Primary Colors”. Taken by nico.cavallotto

• Slide 16: “Purple-Orange-Blue”. Taken by code_poet

• Slide 24: “Facebook ”. Taken by Franco Bouly

• Slide 31: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by@superamit

http://www.flickr.com/photos/nanpalmero/4432186135/

http://www.flickr.com/photos/nanpalmero/

http://www.flickr.com/photos/remcojanssen/4660795160/

http://www.flickr.com/photos/remcojanssen/

http://www.flickr.com/photos/atelier_tee/838247368/

http://www.flickr.com/photos/atelier_tee/

http://www.flickr.com/photos/darrenhester/4816943198/

http://www.flickr.com/photos/darrenhester/

http://www.flickr.com/photos/superamit/3724330161/

http://www.flickr.com/photos/superamit/

http://www.flickr.com/photos/mjstewart/4539142273/

http://www.flickr.com/photos/mjstewart/

http://www.flickr.com/photos/frozen-in-time/91601952/

http://www.flickr.com/photos/frozen-in-time/

http://www.flickr.com/photos/nicocavallotto/1039824553/

http://www.flickr.com/photos/nicocavallotto/

http://www.flickr.com/photos/alphageek/121953651/

http://www.flickr.com/photos/alphageek/

http://www.flickr.com/photos/fbouly/3568409530/

http://www.flickr.com/photos/fbouly/

















































Photo Credits

The following images were licensed from iStockPhoto:

• Slide 2: “business teamwork - businessmen making a puzzle” File #: 3039589

• Slide 7: “Small dachshund on white background” File #: 8988736

• Slide 8: “Dynamic Duo” File #: 10314405

• Slide 14: “Very little aviation” File #: 3634332

• Slide 19: “Open air rock festival” File #: 4592559

• Slide 21: “special pinned on noticeboard” File #: 11253835

• Slide 27: “Inquisitive Chihuahua” File #: 5979084

• Slide 30: “Be Heard (XXL)” File #: 7454036

• Slide 33: “Service Bell” File #: 8634988

• Slide 35: “Child at Play” File #: 6221120

• Slide 39: “postit note” File #: 2170242

Documents

10 Ways Enterprise Marketers Can Leverage Foursquare