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User Engagement Cycle
Using Your Community to Drive
Organic Localized Content
What you will learn
1. User engagement cycle, defined2. How Foursquare has used it3. How it can work for you
But First, Context
1. Who are we?2. What is Foursquare?
What is Foursquare?
Tell me something interesting about this place.
Tell my friends something interesting is happening at this place.
Tell me about interesting about places.
What is Foursquare?
What is Foursquare?
● Localized into 12 languages● We have 55 Million users worldwide● International is 87% of our MAUs● We’re active in over 200 countries
What you will learn
1. What the user engagement cycle is2. How Foursquare has used it3. How it can work for you
User engagement cycle
Who is your community?
Your secret sauce!
Who is your community?
Our Community
“Since those early days, our place database has been (and continues to be)
created and maintained by our user community.”
- Dens, Medium
Superusers create, edit, organize and generally maintain our database,
report bugs, provide quality feedback, and help with i18n requests.
Our CommunityIn 2015….
● 50M venue edits by non employees and listing syndicators
● 22M edits made by SUs (44% of total edits)
● We have 43,547 SUs
● 37% of SU community was active*
○ Average edits per user: 357; Median edits per user: 8
*We currently define “active” SUs by whether or not they are making edits.
What if we don’t have international users?
What you will learn
1. What the user engagement cycle is
2. How Foursquare has used it3. How it can work for you
Our Community
Our Community
● Originally used English apps● Existing community of users● Huge market potential
Our Community
Japan slide
Our Community
● Market interested● Translate app● Create a community
Our Community
Our Community
Our Community
● English only ● Bilingual Community● Localized user generated content
gives it a local feel.
Our Community
Building Tech on Tips
Deeper Dive: Entity Extraction
● Tokenize tips and extract noun phrases
● Annotate matching tastes● Add relationships between tastes,
including synonyms & translations
Building Tech on Check-ins
Deeper Dive: Where to Go After
● Fetch all places where people check in after they leave this place
● Filter out unpopular venues or bad categories
● Rank with ratings and user preferences
Tools for Superusers
What you will learn
1. What the user engagement cycle is
2. How Foursquare has used it3. How it can work for you
How it can work for you
1. Identify your community2. Find out how they contribute3. Build on top of contributions
Any questions?
Thank you!
@maryamaaly
@victoria_ugarte