foursquare and mls

8/3/2019 foursquare and MLS

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foursquare and MLS


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2011 foursquare labs 2

15 million+ users

1.5 billion check-ins18 34 male,

social, trend setters, exp income

make world easier to explore


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Personalizing local:

Mayor

Bragging rights for a

venues most loyalvisitor

SpecialsDiscounts that get

people to try new things

Save Money

Cash-back rewards for

checking in and using

Amex

TipsUsers learn about the

place theyre visiting

Lists

The best places, from in-

stadium to all over America

Find Friends

Connect with your

friends at the game

Connect with Brands

Get tips and perks from

brands in the real world

Follow

Badges

Rewards for real-world

engagement with teams


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Teams with pages


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Get on board!


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10 feet from

Beckham!!!

Im at the Galaxy

Game!

Fans are already checking in. so why doFans are already checking in. so why do

more?more?


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+ Make the in-stadium experience more social and

rewarding

+ Turn your fans into a marketing army

+ Increase in-stadium concessions and merchandise sales

+ Fill empty seats

+ Engage fans on non-game days in the real world

+ Helps fans find other fans by using Lists

+ Drive tune in.


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getting started


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1. Pages

create a foursquare Page to establish a branded experience

2. Tips and Lists

engage users with location-based Tips and information

3. Specials

reward your fans with in-stadium Specials

4. Badges

launching team Badges to make it more fun

5. Promotion

build awareness and excitement around your campaign to maximize

its potential

Sports partnerships usually have 5 major components:


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pages, tips & lists


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Create a PageLaunch a Page with a unique custom banner to establish a branded foursquare experience.With a Page, you automatically get added to our Page Gallery so the foursquare

community can easily find you.

MLS Page Page Gallery


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Self-ServeAs long as you have a Twitter handle, you can create a Page in minutes (for

free!)

https://foursquare.com/create_page


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Add TipsTips are tidbits of info you can add to any location relevant to your fans. Tips can be left

around the stadium, at sports bars, historic landmarks really anywhere.

1. Search for venue

2. Add a Tip


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How Tips WorkWhen users check in at locations, they look at the tips section for advice on what to do.There can sometimes be hundreds of tips at a given venue. But when yourFollowers

check in at (or near) a place your tip will pop up in their phone in priority over the

others. Hence the importance of promoting your page and building your followers.

Magic!


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Tip Hall of Fame

provide interesting context

give insider information

be clever, use a fun tone

add photos & links to make them stand-out

give insider information


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ListsEasily brand and organize all your great Tips into separate lists. Examples:

The Philadelphia Union created a List

to help their fans find their official pub

partners.

Washington Redskins created a List

for displaced fans to help them find

the bars around the country to watch

Redskins games

The U.S. Open created Lists to help

fans explore all the events at

Flushing Meadows, including the best

places to eat and shop around the

stadium

Prominentfollow & share

buttons


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How to create a List

2. Describe Your List

1. Name Your List

3. Search For Venues


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2011 foursquare labs

Lists are location-based suggestions that can improve the game-day experience. Think

of lists as

a handy mobile guide for all the places your fans should try out. Connect displaced fans

by

creating a list of bars in every major city where they can watch the game with fellow

fans.

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20

in stadiumspecials


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Locked Specials Unlocked Special

Welcome to BMO Field!

Congratulations! Showthis check-in at the team

store for 25% off any

single item. Employee,

use code: FS4569

Welcome to BMO Field!

Looks like you could usea new kit! Check in to

receive a 25% discountin the team store.


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ExamplesSpecials are typically discounts or unique experiences that can be redeemed at thelocation. Some recommended use cases:

A Flash Special is a time-sensitive, limited quantity Special

Example: Youre one of the first 20 people to check in to Red Bulls

Arena! Go claim your free Red Bulls soccer scarf at The East Gate

Sports Shop. Early birds do get the worm.

A Swarm Special rewards large groups of fans checking in

together

Example: 500 fans have checked in to see the Columbus Crew

now thats a huge crew! Show this special for a free soda with

purchase of any food item.

A Newbie Special only unlocks on a users first visit to a venue

Example: Looks like this is your first time at a Sounders match

welcome! Head to the team shop during half-time and show this

Special to get 30% off any Sounders kit.

Learn more about Specials here: https://foursquare.com/business/merchants/specials


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A Mayor Special rewards your single most loyal fan: the Mayor

Example: What are you doing trekking through the parking lot with the

rest of the crowd? Weve got an empty VIP parking spot with your name

on it literally!

A Loyalty Special rewards fans who make repeat visits

Example: Its your 3rd time at BMO Field this season! Hot dang its hot

dog time! Go pick up a free hot dog at any concession stand, on us

A Check-In Special is unlocked by every user on every check in

Example: Check in for the chance to win free ticket upgrades! Were notsaying suites are better, but suites are better

A Friends Special rewards friends for checking in together

Example: You checked in with 2 friends! We hope youre all in matching

body paint that spells W-I-N. In case youre not, pick up some

matching jerseys at the Team Store for buy one get one half off.


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American Express SpecialsUsers connect their foursquare accounts to their American Express Cards to unlockcoupon-less savings when they swipe their cards.


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Access Your

Manager Tools


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badges


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Users can unlock the ESPN badge by following their brand Page andchecking in to 3 different sports stadiums.

Launch a Badge CampaignFoursquare badges reward users for checking in and trying new experiences.We use badges as a fun way to influence user-behavior.

Your voice is raspy. Your legs are sore.

Your team couldn'tt do it without you.

High five, youre a true sports fan.

ESPNFoam Finger

Once a user unlocks a badge its stored in its

rightful place of glory: the trophy case


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Game Mechanics and Added ValueBadge are broadcast across Twitter and Facebook. The game mechanics

behind your Badge can be custom-tailored to fit your needs.

Badges unlocked at Stadiums could be used for in-stadiumexperience or discounted merchandise.

Badges unlocked at bars or viewing parties used for ticket discounts

Tie in one of your sponsors.


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drive tune-in


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Check in before the game to remind fans to tune in.

Foursquare social graph = more personal.


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build followers


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Leverage our API

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Leverage our API

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Use social platforms

Website Integration:

U.S. Open Live Stream

Facebook:PGA Tour Badge Campaign

Twitter:Man City check in with photo of stadium


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Print, Billboards, Clings

Ad in Man Citys game day programs

U.S. Open on-site signage

Window Clings


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ok. so now what?


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First kick: saturday march 10th

57 days away


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Create a Page and add at least 20 TipsCreate a Page and add at least 20 Tips

Make a Lists of best places to watch the gameMake a Lists of best places to watch the game

Offer checkOffer check--in Specials at your stadium at everyin Specials at your stadium at everygamegame

Launch a badge!Launch a badge!

Check in before the gameCheck in before the game push to Twitter,push to Twitter,

FacebookFacebook!!

Promote checkPromote check--ins in stadium, website and socialins in stadium, website and social


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thank you

[email protected]

@jonathancrowley

foursquare and mls

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