Foursquare Omid Ashtari STM2012

foursquare Overview & success stories from the Travel industry

Omid AshtariEuropean Business Development Director

twitter: @thecoolgeek

What is foursquare about?

Friends Explore Your Account

How it works

A social feed to help you keep up with your friends

A data-rich map to help you discover what to do nearby

A control panel to keep track of your favorite brands and venues

The user experience stems from three panels:

Recommendations Content Rewards

Value proposition

foursquare by the numbers

2,500,000,000+ check-ins

45,000,000+ places

25,000,000+ people

1,000,000+ local businesses

50%+ international

Growth

• Born mobile, foursquare naturally generates high levels of mobile traffic

• Promoting foursquare drives mobile data usage

• Cutting edge app that will keep growing and driving mobile activity

* Includes feature phone and 3G usage

foursquare: mobile first

*

*

50%60%

100%

Users Accessing via Mobile

How the Travel industry can benefit

The 6 benefits for the travel industry

Foursquare

Insp

irati

on

Create more touchpoints(in the real world) for your existing content and offers

Gam

ifica

tion

Word

of

mou

th

Sp

eci

als

Travel

con

ten

t

Data

Let users interact with your brand in a fun and innovative way

Let your customers be brand advocates as they travel socially

Incentivize first time visits and retention with local offers

Tie content and photos of the customers on the own brand and show it on the own platform

Get customer insights and teal-world data (how many check-ins at specific venues like hotels, travel agencies)

Success stories from the Travel industry

Starwood (API integration)

Making loyalty more social

• Users were encouraged at SPG.com to sync their SPG loyalty and foursquare accounts

• Users were rewarded additional points and other rewards for checking into hotels.

• Encourages users to broadcast their check-ins to SPG properties, a fantastic advertisement to all their foursquare friends

Lufthansa (tips and lists)

Extend your brand into the real world through foursquare tips

• Provide interesting and relevant content to foursquare followers

• Connect with loyal followers by adding relevance to your interactions with them through the world’s premiere location based service

Lufthansa (Connected Apps)

Bring loyalty programs to life

• Notifies users instantly when they earn bonuses for checking into airports, Lufthansa gates and lounges

• In app discovery of benefits for loyal Lufthansa customers

• Encourage user behavior through rewards & offers within foursquare

Ritz-Carlton

Extending the concierge into the real world

• Ritz-Carlton leaves great tips and lists in many of the locations where they have properties for guests to enjoy

• Serves as an extension of the concierge service when customers are out and about

United Airlines (API integration)

Leverage the foursquare platform and API

• Users were encouraged at united.com to sync their MileagePlus and foursquare accounts

• Users were rewarded 50 additional miles for checking into airports and flights

• United Airlines was able to collect valuable data about customer behavior even when users were flying other airlines

Hilton Hotels (promoted products)

Pilot Partner for foursquare Promoted Products launch

• Hilton and other hotel chains are working with foursquare to experiment with paid products within foursquare Explore

• These are cutting edge extensions of the foursquare Merchant Platform that will allow travel businesses to reach customers in a highly targeted fashion

Foursquare as a platform

• About the API

• Ways to use the API- Check-in functionality- Data visualization- Loyalty card integration- Local marketing call-to-action- Tech platform customization

foursquare as a platform

Integrate check-in functionality

Add a “check-in” feature, tie back to the foursquare social graph and/or utilize our constantly updated database of 40M+

venues

Foursquare Connected Apps

• Connect with foursquare users in the post check-in view with your brand’s content

• Interact with foursquare users in the moment when that content is most relevant

• Foursquare users will tap through to your brand’s mobile web view or directly to your mobile app

• Drive traffic to your content

Case Study: Lufthansa (Blue Legends)

Bring loyalty programs to life

• Notifies users instantly when they earn bonuses for checking into airports, Lufthansa gates and lounges

• In app discovery of benefits for loyal Lufthansa customers

• Encourage user behavior through rewards & offers within foursquare

American Express // Integrated redemption solutions

Delivery of frictionless Specials exclusive to Amex cardmembers, providing merchant partners with measurable

ROI and spend data.

Recommended first/next steps

• Claim your locations at foursquare.com/business

• Leave tips (& photos)

• Create Specials to attract customers and drive traffic to your content

• Leverage our API including our Connected Apps functionality at developer.foursquare.com

Thank You

Omid Ashtaritwitter: @thecoolgeek

foursquare.com/business

Appendix

Benefit from real-world data

Extend your brand into the real world

Location adds relevance

Monetization initiatives

Promoted load-to-card SpecialPromoted local update

Innovative merchant tools

Local update in post check-in screenLocal update in friend stream

Specials at hotelsHotels are the “early adopters” in Europe in offering specials already

• Free Tannenzäpfle (local beer) for first check-in Hotel Wartburg (Stuttgart)

• 5% discount of your room rate for check-inHotel Domspitzen (Köln)

• Free glass of champagne on 10th check-inHotel Fürstenhof (Leipzig)

• Free Pool/Sauna day ticket on 5th check-in, backrub for MajorAtlantic Hotel (Hamburg)

• Free cup of coffee for every check-inBest Western (Rheinsberg)