10Top Ways Enterprise
Marketers Can Leverage foursquare
social marketing software
produced by
Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com
social marketing software
before we talk about
opportunities, we need to
understand the challenges
4challenges of enterprise marketing on foursquare
social marketing software
Thousands of venues are beingcreated daily. Managing these venues and maintaining consistency across
these channels is a tremendous challenge for brands.
Venue Ownership & Management
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There is no simple way to create a single tip to share with multiple
venues. Creating tips for multiple locations is a manual process that
requires constant updating and management.
Simple Tip Creation & Management
social marketing software
Venue ownership must be established to create “Specials Nearby”, however
specials can not be created for multiple venues simultaneously. Also, custom
badges can not created without the help of foursquare directly.
Access to Specials & Badges
social marketing software
There are only loose tie-ins between foursquare and existing
corporate loyalty programs.
Integration with Loyalty Programs
social marketing software
all challenges are opportunities in disguise
social marketing software
10Ways Enterprise Marketers Can Use foursquare
social marketing software
1 Venues get created by individual members and can be missing information, 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
social marketing software
Once businesses establish ownership of their venues they can access real-time data including who has “checked in”,
when they arrived, the male-to-female customer ratio and which times of day are more active for certain customers.
Venue owners can also offer instant promotions to try to engage new customers and keep current ones.
Venue ownership has it’s privileges
One of the easiest ways to get started in foursquare is to utilize the Tips. For example, a user who checks into a local movie theater can get a Tip saying “Be sure to check out the
newest comedy from Will Ferrell”. This helps to influence and drive traffic to point of sale conversions.
Utilize Tips
2
social marketing software
HISTORY: Utilizing TipsCaseStudy
“Teaming up with foursquare for the AMERICA THE STORY OF US
promotion reinforces the HISTORY brand's 360 degree approach of
aggressively reaching our viewers in new platforms,"
Chris Moseley, SVP of Marketing for HISTORY.
• Tips placed at Historically significant locations around the country
• Tips are focused on location but serve to promote the TV show “America: The Story of US”
• Users automatically entered into a sweepstakes, in which 10 randomly selected users will win prizes 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
Sure it sounds creepy, but many Foursquare users are also using 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 and
information in front of them.
Follow your Visitors
3
social marketing software
The Pit BBQCaseStudy
• 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 to
patrons on Twitter and foursquare• Rewarded foursquare mayors and social media
followers with lunch
Background
Solid Buzz across multiple channels
Loyal followers and patrons
Identified brand enthusiasts and influencers to spread 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
4 While 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 deals and specials to your customer base to increase participation.
Market your Participation
social marketing software
Harvard UniversityCaseStudy
• First university to use foursquare to help students explore their campus and surrounding places of interest
• Users can create an up-to-date ratings of stores, restaurants, businesses, and other venues throughout Harvard Square
• Users can earn points, and ultimately acquire coveted foursquare badges
Background
Marketed a new channel to students and visitors 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
PlaceWidget makes it easy to add your foursquare venue
information to your company’s website or
Facebook page with just a few clicks.
Source: About Foursquare
5 Although 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-in to be broadcast to that users Twitter and Facebook account.
Promote Check-Ins
social marketing software
6Offer specials to mayors or everyday visitors and even specify
how many check-ins are required to achieve a special. In order to do this you need to “claim your venue” (see point 1.) Once a special is offered, foursquare includes a “Special Icon” next to your venue when it is listed in search results.
Offer a Special
social marketing software
Source: About Foursquare
American Eagle Outfitters is offering a 15% discount to foursquare users who check in at 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 a
coupon code for cashiers to use.
Source: About Foursquare
Because of the viral nature of social media it’s important that your 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 page
and multiple local pages. Publish relevant info to one or both.
Mirror your Venue(s) on Facebook
7
social marketing software
The Facebook widget (above) is automatically added as a 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’s location 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
social marketing software
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. Any size, 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 bringing more friends along at B&O American Brasserie in Baltimore, MD
3. Free Black Beauty rides for the Mayor of Britt Reid’s Garage at Comic-Con San Diego. The “garage” was set up by Columbia Pictures to promote their film The Green Hornet. The Mayor of the garage got a free ride 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 Restaurant Max in Minneapolis.
5. Free round of shots for the Mayor — and five friends — at Front Page News in Atlanta.
Source http://aboutfoursquare.com/5-creative-foursquare-specials/
9 Use Foursquare to identify your most loyal customers and encourage them to spread the word. Offer specials targeted at Mayors or individuals who have a high number check-ins
over a specified period of time.
Identify your Influencers
social marketing software
Bravo offers badges and special prizes when viewers visit more than 500 Bravo locations. The locations will be picked by Bravo to correspond
with select Bravo shows including “The Real Housewives,” “The Millionaire Matchmaker,” “Top Chef,” “Kell on Earth,” “Top Chef Masters”
and “Shear Genius.”
10 Brands can benefit by rewarding first time check-ins to encourage new customers to visit locations. While most
brands are focused on rewarding repeat customers, there is an opportunity to reward first time customers.
Offer First Check-In Promotions
social marketing software
• 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 that provides brands with valuable and useful insights about how foursquare users are interacting 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 their marketing 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, business unit 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 social marketing campaigns
• Measure success across social media channels
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Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com
Interested in a Demo? Contact me today!
Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com
social marketing software
Photo CreditsThe 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
Photo CreditsThe 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