Post on 08-May-2015
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THE WATCONSULT GUIDE TO FOURSQUARE FOR
BUSINESS & BRANDS
Who is
checking in?
The President
Astronauts are checking in too
You can be an explorer too
Brands on Foursquare
What is
Foursquare is a mobile social networking tool/game founded in March 2009. It is an app that uses the GPS in a mobile device
to help users identify their Foursquare “friends” where they are.
Community: Over 15 million people worldwide
Over 1.5 billion check-ins, with millions more every day
Over 750,000 Businesses are using the Merchant Platform
Foursquare Glossary
Check In: Telling Foursquare where you are via GPS or physical address
Mayor: A person who visits a place more than anyone else
Badges: Think of them as little trophies or rewards for visiting interesting places
Points: Getting more rewards/ another way to compete against your friends
There are three core user components to Foursquare
1. Check-in: each time a user enters a location, they can use their mobile devices’ GPS and the Foursquare app to announce their presence at this location. Users who check into any given location more than anyone else become the “mayor”
2. Badges: users can earn various badges for check-ins and tasks completed (see the next page for some examples)
3. Points: Foursquare users can earn a variety of points for their check-ins. They play against their friends and geographic destinations each week to see who can earn the most points
Some of the initial marketing efforts on Foursquare involved small local and mom/pop restaurants and bars that would offer free drinks, appetizers or discounted food to the “mayor” of their location. It wasn’t long before bigger brands started to notice the potential of creating marketing and loyalty programs on Foursquare.
OVER 800 MILLION MOBILE USERS IN INDIA
80 MILLION SMARTPHONE USERS
SOURCE: THE HINDU & MSNBC.COM
DECODING THE INDIAN YOUTH &
HOW THEY USE THEIR PHONES!
According to a Nielsen-Informate Mobile Intelligence survey, Indian smartphone user
spends 72% of the time on activities such as gaming, entertainment, applications (apps) and internet related content.
Those in the age group of 15-24 years spend
about 3 hours a day on their smartphones, those in the over 31 year category spent about two hours.
The younger smartphone users (15-25 years)
spend 2 hours on browsing and entertainment compared to one hour in the other category (over 31 years)
Source: AC Neilson
MARKET GROWTH IN LOCATION BASED SERVICES
$98 Million in 2009
$512 Million in 2012
Why is Foursquare relevant?
MOBILE WEB STATISTICS
MOBILE WEB WILL OUTGROW THE WEB IN 5 YEARS
FOURSQUARE ADDS 15K USERS EVERYDAY
FACEBOOK & TWITTER THE TOP 2 SOCIAL NETWORKS ARE INTEGRATED WITH FOURSQUARE
Advantage for a User
How does it work?
Friend Finder
The premise of Foursquare is simple:
"Tell Foursquare where you are and it
will tell you who and what is nearby.“
Social City Guide
• The process of telling Foursquare where you are is called "checking-in"
• When asked to locate themselves, users are shown a list of nearby venues (based on GPS)
Users “Check-In” to Places
• To broadcast their location to their friends
• To update their Twitter + Facebook status
• To bookmark or remember where they've been
Check-Ins Earn Pointsfor discovering a new placefor going out two nights in a rowfor four stops in a nightfor bringing six friends
+5 pts
+2 pts
+4 pts
+6 pts
Users compete on a Leaderboard that
resets weekly
• "Mayors" are those who check-in most often at a given place
• Mayor ship is triggered when a user visits more than 2x within 60 days
Special Mayor Offers
• These "Mayors" titles are used by local merchants to reward locals and regulars
• Offers need to be unique and interesting to engage Foursquare users
• A 10% discount is not compelling enough
Foursquare Online
Tips
• Get tips from other users that have been to the venue
• Users create Twitter-style recommendations: "Go here, try this"
Venue
Tips
• As users check-in at places around the city, Foursquare throws these recommendations back to the users
Find out what’s hot, right now!
Nearby
Tips
• Find out what’s hot around the neighbourhood
• Users share short, quick tips that are not like Yelp reviews
Search Nearby
To-Dos
• Add places to go and things to do to your list
• Handy for remembering new restaurants that a friend told you about
• Earn points when you cross to-dos off your list
Badges
• The more you explore, the more you unlock
• Badges are tied to time, distance and location
• You may unlock one for staying out past 2am on a school night or for checking-in with 3 members of the opposite sex.
Integration
• Foursquare integrates with Twitter and Facebook platforms
• Add friends from Gmail, Twitter, Facebook (using Facebook Connect)
Platforms
• New version of iPhone App 1.4 released in Sept. 2009
• Android compatibility launched in Sept. 2009
• First Blackberry App to be released early Oct. 2009
Etiquette
• your workplace,• your home
• restaurants, cafes, hair salons
• pubs, bars, nightclubs• parks, libraries, airports
NO, do not check-in at:
YES, check-in at:
• 21+ American cities • + Amsterdam • + Vancouver
Envision 100m users in:
Who’s Playing Foursquare?
Most popular in NYC where Foursquare is
based.
THE BADGES
• Click here to learn more about these badges and many more.
Unlock your brand potential with
Foursquare
84%Of Americans say online reviews influence their purchasing decisions ,
according to a survey by Opinion Research Corporation
FOURSQUARE CAN HELP YOU
BRIDGE THE ONLINE OFFLINE CONNECT
https://foursquare.com/business/
Retailers can claim their venue and
What type of special
do you want to
run?
Brands can leverage Foursquare by
Foursquare brand pages
https://foursquare.com/create_page
Branded badges
Save to Foursquare
Business Benefits of Taking Your Brand on Foursquare
1. Customers offer you constant word of mouth exposure
2. Opens doors for new kind of promotions to reward loyal customers
3. Customer behavior is tracked, allowing habits to be identified and leveraged
4. It connects you to your digital evangelists , people who probably have a lot of clout in their social circle
Approach to Foursquare
1. EVALUATE 2. EXPLORE 3. EXPRESS 4. ENGAGE
Your options to Build an effective
Strategy
The platform toBuild your
Unique presence
Express your love For loyal customers
By incentivizing them
Keep your community Continually engaged with
Your brand
Evaluate
For users Foursquare is a game above anything else
Ask any Foursquare user and they’ll tell you about The stats , the places they are a mayor of and the Badges they have earned
As a brand make sure you evaluate your strategy andIts taps into the fun sprit of the game
Ensure you link your Foursquare to Facebook & Twitter
Explore
Claim your venue by searching your business nameAmong registered venues
If you see your venue listed, click claim to becomeThe owner
If you don’t see your venue, add it along with imagesAnd details
Foursquare provides a detailed analytical dashboardFor your track the activities at your venue
Express
Use Foursquare to create special deals for your users
Mayor Specials
Frequency Based Specials
Check in specials
Wildcard specials
1.
Engage
After you have nailed the basics it is Important to keep the communityEngaged on a long term basis
Considering featuring Foursquare on Your corporate website so your visitorsKnow that your brand is on Foursquare.
Some brands using Foursquare Successfully
#1 STARBUCKS
Starbucks was one of the first national brands to recognize the potential in Foursquare. It started in March when coffee addicts could earn a barista badge by checking into five separate Starbucks locations. Read more here.
In May Starbucks implemented a monthlong “mayor” offer for each location. The “mayor” of each Starbucks location is entitled to $1 off of any Frappuccino, one time for the month of June. Learn more here.
Sources: The New York Times and GPSBusinessnews.com
#2 DOMINO’S PIZZA
Domino’s UK is running a nationwide Foursquare promotion that rewards mayors with a small free pizza each Wednesday. Those who merely check in on Foursquare will receive a free side dish for their patronage should they spend more than £10 (or around $14.50). Learn more here.
Sources: Mashable.com and wirefresh.com (picture)
#3 JIMMY CHOOJimmy Choo has teamed up with Foursquare to create a treasure hunt around London (called Catch-a-Choo) which sees a pair of Jimmy Choo trainers checkin at locations across the fashionable city. Contestants in the online interactive competition will need to follow the check-ins and arrive at the location before the pair of trainers leaves. If they succeed they will win a pair of trainers in the size and style of their choice. Learn more here.
Source: misscooca.com
#4 ZAGAT
Foursquare and Zagat, the restaurant-guide publishers, recently announced a partnership. Foursquare plans to offer a “Foodie” badge that can be earned by checking into Zagat-rated restaurants in New York, San Francisco, Chicago and other major cities.
Source: The New York Times
In addition to offering a special badge for Foursquare users, Zagat will begin piping tips and recommendations into the Foursquare system. Zagat also plans to run a series of “Meet the Mayor” interviews on its website, featuring Foursquare users who have checked in enough times at a particular location to earn the “mayor” title. Learn more here.
#5 MARC JACOBS
For Fashion Week 2010, the Marc Jacobs brand decided to go beyond just digitally streaming their runway shows. It took the online interactions offline through Foursquare.
Marc Jacobs and Foursquare created the “Fashion Victim” badge, which allowed Fashion Week attendees (and others) to checkin at any Marc by Marc Jacobs stores in New York and around the country to unlock the badge. Four people who unlocked the badge in New York were randomly chosen to receive tickets to the Marc Jacobs show. Learn more here.
Source: Mashable.com
#6 PENNSYLVANIA TOURISM
The Pennsylvania Tourism Board has launched a summerlong campaign called “The Fantastic Roadtrip-a-Matic.” A centerpiece of the effort is a program with Foursquare that has sprinkled 100 tips at locations across the state. When Foursquare users check in at one of the locations, they will see the pieces of advice.
The tourism board is also offering users three virtual badges based on their activity. For instance, Foursquare users who visit three recommended historical sites earn a “PA 4 Score and 7” badge. The other two badges are the “PA Shooflyer” for visiting restaurants and the “PA Retail Polka” for shopping. Learn more here.
Source: Adweek.com
Happy Checking In!
Nipun Kapur
COO – WATMedia Pvt. Ltd.
www.watconsult.com
Twitter @Nipunk