Top 10: Ways Enterprise Marketers Can Leverage foursquare

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While user adoption of Foursquare is growing at a staggering pace, many brands are taking a wait and see approach before adding Foursquare to the marketing mix. This presentation discusses the Top 10 ways enterprise marketers can leverage foursquare as well as the top 4 challenges enterprises face with foursquare.


<p>Slide 1</p> <p>10Top Ways Enterprise</p> <p>Marketers Can Leverage foursquare</p> <p>social marketing software </p> <p>produced by</p> <p>Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc</p> <p></p> <p>social marketing software </p> <p>before we talk about </p> <p>opportunities, we need to </p> <p>understand the challenges</p> <p>4challenges of enterprise marketing on foursquaresocial marketing software </p> <p>Thousands of venues are beingcreated daily. Managing these venues and maintaining consistency across </p> <p>these channels is a tremendous challenge for brands. </p> <p>Venue Ownership &amp; Management</p> <p>social marketing software </p> <p>There is no simple way to create a single tip to share with multiple </p> <p>venues. Creating tips for multiple locations is a manual process that </p> <p>requires constant updating and management.</p> <p>Simple Tip Creation &amp; Management</p> <p>social marketing software </p> <p>Venue ownership must be established to create Specials Nearby, however </p> <p>specials can not be created for multiple venues simultaneously. Also, custom </p> <p>badges can not created without the help of foursquare directly. </p> <p>Access to Specials &amp; Badges</p> <p>social marketing software </p> <p>There are only loose tie-ins between foursquare and existing </p> <p>corporate loyalty programs. </p> <p>Integration with Loyalty Programs</p> <p>social marketing software </p> <p>all challenges are opportunities in disguise</p> <p>social marketing software </p> <p>10Ways Enterprise Marketers Can Use foursquare</p> <p>social marketing software </p> <p>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.</p> <p>Own Your Venues</p> <p>social marketing software </p> <p>Once businesses establish ownership of their venues they can access real-time data including who has checked in, </p> <p>when they arrived, the male-to-female customer ratio and which times of day are more active for certain customers. </p> <p>Venue owners can also offer instant promotions to try to engage new customers and keep current ones.</p> <p>Venue ownership has its privileges</p> <p>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 </p> <p>newest comedy from Will Ferrell. This helps to influence and drive traffic to point of sale conversions.</p> <p>Utilize Tips</p> <p>2</p> <p>social marketing software </p> <p>HISTORY: Utilizing TipsCaseStudy</p> <p>Teaming up with foursquare for the AMERICA THE STORY OF US </p> <p>promotion reinforces the HISTORY brand's 360 degree approach of </p> <p>aggressively reaching our viewers in new platforms,"</p> <p>Chris Moseley, SVP of Marketing for HISTORY.</p> <p> Tips placed at Historically significant locations around the country</p> <p> Tips are focused on location but serve to promote the TV show America: The Story of US</p> <p> Users automatically entered into a sweepstakes, in which 10 randomly selected users will win prizes each week from April 25 through June 6</p> <p>Background</p> <p> Great viral Buzz throughout the series</p> <p> New viewers to history channel</p> <p> "America The Story of US" became the most watched and highest rated program in the network's history. </p> <p>Results</p> <p>Sources: 'America: The Story of Us' Is History Channel Record Breaker, The Wrap by Brent LangHistory Channel Launches Foursquare Campaign and a New Badge, Mashable, by Jolie ODell</p> <p>Sure it sounds creepy, but many Foursquare users are also using Twitter. When you click on their profile, drill into their </p> <p>Twitter account and be sure to follow them. If they reciprocate, you have another way to get your news and </p> <p>information in front of them.</p> <p>Follow your Visitors</p> <p>3</p> <p>social marketing software </p> <p>The Pit BBQCaseStudy</p> <p> Local BBQ restaurant in Raleigh, NC Recognized people who regularly mention The Pit </p> <p>in their tweets Became popular meeting location for Twitter </p> <p>users Spent time connecting with and reaching out to </p> <p>patrons on Twitter and foursquare Rewarded foursquare mayors and social media </p> <p>followers with lunch</p> <p>Background</p> <p> Solid Buzz across multiple channels</p> <p> Loyal followers and patrons</p> <p> Identified brand enthusiasts and influencers to spread the word and encourage repeat business</p> <p> The restaurant is constantly packed and continuing to benefit from developing relationships through social channels</p> <p>Results</p> <p>Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown, Social Fresh by Jason KeathSocial Media Case Study: How The Pit Uses Twitter and Foursquare, 1918 Internet Services, by Phil Buckley</p> <p>4 While some of your social media savvy customers will checkin and adopt foursquare, a majority dont even know it exists. Therefore, its important to promote foursquare deals and specials to your customer base to increase participation.</p> <p>Market your Participation</p> <p>social marketing software </p> <p>Harvard UniversityCaseStudy</p> <p> First university to use foursquare to help students explore their campus and surrounding places of interest</p> <p> Users can create an up-to-date ratings of stores, restaurants, businesses, and other venues throughout Harvard Square</p> <p> Users can earn points, and ultimately acquire coveted foursquare badges</p> <p>Background</p> <p> Marketed a new channel to students and visitors to help explore surrounding area</p> <p> Buzz for students and visitors alike</p> <p> Channel to highlight local tips</p> <p> Encourages students to explore their campus with tips</p> <p>Results</p> <p>Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown, Social Fresh by Jason KeathHarvard on Foursquare, Harvard Gazette</p> <p>PlaceWidget makes it easy to add your foursquare venue </p> <p>information to your companys website or </p> <p>Facebook page with just a few clicks.</p> <p>Source: About Foursquare</p> <p>5 Although the percentage of visitors using foursquare is relatively small, having users 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.</p> <p>Promote Check-Ins</p> <p>social marketing software </p> <p>6Offer specials to mayors or everyday visitors and even specify </p> <p>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.</p> <p>Offer a Special</p> <p>social marketing software </p> <p>Source: About Foursquare</p> <p>American Eagle Outfitters is offering a 15% discount to foursquare users who check in at any of their 950+ stores nationwide. The </p> <p>offer is good through July 31.</p> <p>Mayors receive a 25% discount, while other users receive a 15% discount for their 5th checkin.The Ann Taylor offers show a </p> <p>coupon code for cashiers to use.</p> <p>Source: About Foursquare</p> <p>Because of the viral nature of social media its important that your audience can access your companys information through </p> <p>several channels. Many multi-location venues typically have one Facebook Fan Page. Think about a main corporate page </p> <p>and multiple local pages. Publish relevant info to one or both.</p> <p>Mirror your Venue(s) on Facebook</p> <p>7</p> <p>social marketing software </p> <p>The Facebook widget (above) is automatically added as a tab on your companys page through a Facebook application. With more screen real estate to work </p> <p>with, the Facebook version adds a map of your venues location to the information provided by the widget. </p> <p>foursquare even uses it on their own Facebook page.</p> <p>Source:</p> <p>Develop a loyalty system for repeat customers. For example, every 10th check in gets a free small coffee or 5% discount on </p> <p>a purchase. Starbucks recently offered a dollar off to mayors of the various Starbucks venues. </p> <p>Reward Loyalty</p> <p>8</p> <p>social marketing software </p> <p>Starbucks Mayor Special</p> <p> First ever nationwide special exclusively for Mayors Mayors of this store, enjoy $1 off a NEW however-</p> <p>you-want-it Frappuccino blended beverage. Any size, any flavor. Offer valid until 6/28.</p> <p>5 Unique foursquare Specials1. Reserved parking spot for the Mayor at </p> <p>MarketFair Mall in Princeton, NJ.</p> <p>2. Escalating rewards for checking in and bringing more friends along at B&amp;O American Brasserie in Baltimore, MD</p> <p>3. Free Black Beauty rides for the Mayor of Britt Reids 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.</p> <p>4. Free bottle of wine during the week of your birthday worth your age in dollars at Restaurant Max in Minneapolis.</p> <p>5. Free round of shots for the Mayor and five friends at Front Page News in Atlanta.</p> <p>Source</p> <p>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 </p> <p>over a specified period of time. </p> <p>Identify your Influencers</p> <p>social marketing software </p> <p>Bravo offers badges and special prizes when viewers visit more than 500 Bravo locations. The locations will be picked by Bravo to correspond </p> <p>with select Bravo shows including The Real Housewives, The Millionaire Matchmaker, Top Chef, Kell on Earth, Top Chef Masters </p> <p>and Shear Genius.</p> <p>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 </p> <p>an opportunity to reward first time customers.</p> <p>Offer First Check-In Promotions</p> <p>social marketing software </p> <p> Influence Matters Earn points and word of mouth Customer loyalty deserves rewards Invest in growth Test and grow</p> <p>Closing Thoughts</p> <p>foursquare Perspectives is a free tool that provides brands with valuable and useful insights about how foursquare users are interacting with their physical locations. </p> <p>The report delivers key statistics including: total venues total check-ins unique visitors total mayorships</p> <p></p> <p>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. </p> <p> Control your social media publishing with enterprise-grade permissioning, workflow, and audit controls</p> <p> Centralize your social media strategy and execution to coordinate product, business unit and corporate messages</p> <p> Use social media to engage throughout the entire customer life-cycle Engage and interact directly with the people who are talking about your social </p> <p>marketing campaigns</p> <p> Measure success across social media channels</p> <p>!"#$%&amp;'()(*+,+-.()(*.+&amp;"/.()(.,-+-.</p> <p>!"#$%&amp;'()(*+,+-.()(*.+&amp;"/.()(.,-+-.</p> <p>Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc</p> <p></p> <p>Interested in a Demo? Contact me today!</p> <p>Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc</p> <p></p> <p>social marketing software </p> <p>Photo CreditsThe following are from Flickr. Used with a Creative Commons license:</p> <p> 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 </p> <p>@superamit</p> <p>Photo CreditsThe following images were licensed from iStockPhoto:</p> <p> 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</p>