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7/29/2019 Top 10 Ways Marketers Can Leverage Foursquare
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Ways Enterprise
Marketers can Leverag
Foursquare
social marketing software
Perspecves on FoursquareAn Industry eBook from Awareness
Creators of the Social Markeng Hub
@awarenessinc | awarenessnetworks.com
A discussion on Enterprise Markeng Challenges and
Opportunies using Foursquare
Top 10
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Foursquare Challenges
While user adopon of Foursquare is growing at a staggering pace, many brands aretaking a “wait and see” approach before adding Foursquare to the markeng mix.
The early adopters that have started to use Foursquare as part of campaign have
seen similar challenges.
• Venue Ownership and Management – Thousands of venues are being
created daily. Brands controlling these locaons are having a difficult me
understanding what’s out there and managing each locaon. For example,
at last count McDonalds had over 7,000 venues listed on Foursquare. From
a corporate perspecve managing these venues and maintaining
consistency across these channels is a tremendous challenge. Have a
centralized mechanism in place to manage these venues will be a top
priority as Foursquare connues to grow.
• Simplified Tip Creaon and Management – Currently, there is no simple way
to create a single p to share with mulple venues. Therefore brands
promong ps that are relevant to more than one of their worldwide
locaons must enter the p individually. This is a very manual process that
requires constant updang and management.
• Access to Create Specials and Badges – Currently, venue owners are not
able to easily create “Specials Nearby” or custom badges without the help
of Foursquare directly. Making this available to users will help to increaseadopon at the brand level and make the process more scalable for
Foursquare.
• Integraon with current loyalty programs – Currently there are only a loose
e-ins between Foursquare and exisng corporate loyalty programs. Full
integraon with loyalty/rewards programs will help take Foursquare to the
next level.
The queson remains, how can brands leverage Foursquare as part of their social
media markeng mix?To help answer the queson, we chaed with some brands,
took a hard look at how some brands are currently using Foursquare and came upwith the Top 10 list below.
www.awarenessnetworks.com
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Top 10 Ways Enterprise Marketers can Leverage Foursquare
1. Own Your Venues:Companies need to take ownership of their venues in Foursquare. Venues get created by individual members an
can be missing informaon, or be inaccurate. Each venue can be represented by categories, and tags. Staff can
even be represented to differenate acvity. Claiming a venue also gives the company access to extra data and
the interface to provide special offers. See example
2. Ulize Tips:
One of the easiest ways to get started in Foursquare is to ulize the Tips
funconality. For example, a user who checks in to a local movie theater can
get a Tip saying “Be sure to check out the newest comedy from Will Ferrell”.
Again this helps to influence and drive traffic to point of sale conversions.
3. Follow Your Visitors:Sure it sounds creepy, but many Foursquare users have Twier. When you
click on their profile, it may show a Twier address. Be sure to “follow”
them and if they reciprocate, you have another way to get your news and
informaon in front of them or even message them directly.
4. Market Your Parcipaon.
At the me of wring, Foursquare is rapidly approaching 1.6 million users
and is growing at a clip of 100k new user per week. Checkins are increasing
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by roughly 50K per week and about 36k venues are being added daily. While this growth is high the
overall user base is sll low when compared to other social networks like Facebook and Twier. The
message is that while some of your social media savvy customers will checkin and use 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 parcipaon.
5. Promote “Check-ins”
Although the percentage of visitors using Foursquare is relavely
small, having users check-in, and share that check-in virally is a
powerful markeng tool. Each check-in can be broadcast to that
persons friends on Twier and Facebook. Foursquare offers
sckers to businesses and other advice.hp://Foursquare.com/businesses/
6. Offer a Special
You can offer 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 you do, you will have the ability to offer specials. Once a
special is offered at a specific locaon, Foursquare will include a
“Special Icon” next to your venue every me it is listed in search
results. See example below.
7. Mirror Your Venue(s) on Facebook
Facebook Fan pages are simple to create and are a great way to increase parcipaon. Because of the
viral nature of social media it’s important that your audience can access your company’s informaon via
several channels. Many mul-locaon venues have one Fan Page. Think about a main corporate page,
and a local page. Publish relevant info to one or both. Sounds like too much work? Request a Demo of
the Awareness Social Markeng Hub here hp://info.awarenessnetworks.com/Contact-Us.html and you
can publish to mulple social media channels with one step.
www.awarenessnetworks.com
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Top 10 Ways Enterprise Marketers Can Leverage Foursquare
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8. Reward Loyalty:
Develop and implement a loyalty system for repeat customers. Every 10th check in gets a free small
coffee. The Mayor of this locaon gets lunch for free every week. For example, a typical Foursquare
“check-in” could be a user checking into their local Starbucks and leaving the comment (known within the
system as a “Shout”), “Having my morning Lae Grande”. Once checked in, the users locaon is
broadcast to their connecons within the network (For example, “Bostonmike has checked in to
Starbucks”). Foursquare has recently allowed the owners of the physical venues to make special offerswhen people check-in, or specifically to the mayors of these locaons. As an example, Starbucks recently
offered a dollar off to “mayors” of the various Starbucks venues. There are currently 10,000 mayors at
13,167 Starbuck locaons in Foursquare.
9. ID your most valuable customers and influencers:
Use Foursquare to idenfy your most loyal customers and encourage
them to spread the word. Offer specials targeted at Mayors or
individuals who have a high number checkins over a specified period
of me. Single out those individuals and encourage them to
promote their parcipaon and share details with people within
their network.
10. First Checkin Promoons:
Foursquare provides the ability to target first me customers (well,
customers that are first me users of Foursquare). Brands can
benefit by rewarding first me checkins to encourage new customers
to visit locaons for the first me. While most brands are focused on
rewarding repeat, loyal customers there is a big opportunity to
reward first me customers.
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The Awareness Social Markeng Hub
The Awareness Social Markeng Hub helps marketers publish, manage, andmeasure their markeng across key social media channels, and helps marketers
engage with users around that content. The Hub has support for the most
important social markeng channels in use by enterprises today, including
Foursquare, Facebook, Twier, YouTube, Flickr, and branded online communies
The Awareness Social Markeng Hub offers some groundbreaking benefits to
enterprises that are looking to use Foursquare as a serious enterprise markeng
tool:
• Simplify the process of publishing Tips to mulple foursquare venues
with a single click. With the Awareness Social Markeng Hub, you can
publish Tips to 1 or 1,000 foursquare venues simply and easily. These Tiwill be shown to users who are checking in to your venues or near your
venues.
• Centralize your venues and group mulple venues under one centralize
system.
• Cross-promote your markeng content across foursquare, Twier,
Facebook, WordPress and more, using the same one-step publishing
process.
For more informaon see hp://www.awarenessnetworks.com/why-the-hub
www.awarenessnetworks.c
Top 10 Ways Enterprise Marketers Can Leverage Foursqu
publish | manage | measure | engage
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© 2010 AWARENESS, INC.
Awareness, Inc.
25 Corporate Drive, Suite 390
Burlington, MA 02451
United States
Tel: 1 781-270-240
Contact Informaon:
Awareness Canada
5050 South Service Road, Suite 100
Burlington, ON L7L 5Y7
Canada
Tel: 1 866 487 5623Fax: 1 905 632 4922
Awareness builds social markeng management soware for marketers leveraging mulple social
channels to engage with customers, build their brand, and increase revenues. Built upon Awareness’
experse deploying more than 200 communies and social media projects for the world’s biggest
brands including Sony, JetBlue, Kodak, ASOS.com and AIRMiles, The Awareness Social Markeng Hub
helps marketers publish, manage, and measure their markeng across key social media channels, and
helps marketers engage with users around that content. The Hub has support for the most important
social markeng channels in use by enterprises today, including foursquare, Facebook, Twier,
YouTube, Flickr, and branded online communies. More informaon can be found at:
hp://www.awarenessnetworks.com
State of Foursquare
About Awareness
social marketing software
David provides the overall technology direcon of the company and consults with our customers to
align their internet strategy with their corporate objecves. David founded WebPartz Inc. which was
acquired by Awareness in March of 2003. Prior to forming WebPartz, he spent 11 years at Microso
where he had held various posions including Manager of Internet Strategy, Markeng Manager
Knowledge Management, Content Management, and eCommerce products. In each of these roles he
worked closely with large corporaons rolling out the Microso plaorm and developing a business
strategy. His last role was as Internet Strategy Manager where he oversaw secons of microso.com
and Microso Canada's Intranet.
Wren by:
David Carter, Founder and CTO, Awareness, Inc
@dkrcarter | dcarter@awarenessnetworks.com
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