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Social Media Belts
Social MediaBlack Belt
Social MediaWhite Belt
Understand
Social MediaRed Belt
LeadParticipate
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Foursquare
forBusinessA Red Belt Training
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ThomasCrampton.com | @ThomasCramptonAsia-Pacific Director Ogilvy 360Digital Influence
Moderator
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Question Pane
What city are you joining us from?
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#4sq4biz
Twitter Hashtag
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Brian Giesen | @bdgiesenRegional Director, SydneyOgilvy 360Digital Influence
Speakers
John Stauffer | @John Stauffer Regional Director, Hong KongOgilvy 360Digital Influence
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THE MOBILE
LANDSCAPE
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5 Million Mobile UsersWorldwide in 2010 !
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5 million Billion
Mobile UsersWorldwide in 2010 !
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Sydney
Singapore
$512 Millionin 2012
$96
Millionin 2009
Market Growth of Location Based Services
Source: Forrester Research
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Mobile Web Sta,s,cs
5 15 2 100Mobile web will
outgrow desktop
in 5 years.
15K new usersevery day with
total users 2MM.
Foursquaresyncs to
top 2 SNS.
100MMsmartphones
in China by 2010.
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Experiencing Foursquare
Foursquare successfully introduced loca,on-based services to the world.
See friends loca,ons Check-in on the go Sync to SNS Collect badges
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Jiepang: Chinas Foursquare
See friends loca,ons Check-in on the go Sync to SNS Collect badges
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WHAT IS
FOURSQUARE
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POLL QUESTION
Have you ever checked in onFoursquare?
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> C h e c k I n
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> U n l o c k B a d g e s
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> B e c o m e M a y o r
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> D e a l s &
O ff e r s
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> U s e f u
l T i p s
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WHO IS USING
FOURSQUARE?
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Foursquare Users
Go back 3 years TwiZer
was being used by the same
crowd as Foursquare today.
It will be biggerthan TwiZer.
Robert Scoble@scobleizer
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Foursquare Users
2.4 MILLIONPEOPLE USE FOURSQUAREGLOBALLY
40% OF USERS ARE FROMOUTSIDE THE UNITED STATES
Large communi,es in AustraliaSingapore Hong Kong Malaysia andIndonesia
SOURCE: FOURSQUARE AUGUST 2010
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Foursquare Users
JUST ONE YEAR AGO65 X FEWER PEOPLE USED FOURSQUARESOURCE: COMPETE.COM AUGUST 2010
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Foursquare Users
38% MORELIKELY TO BEASKED FOR THEIROPINION ONPRODUCTS
SOURCE: FOURSQUARE AUGUST 2010
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Brands on Foursquare
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POLL QUESTION
Is Your BusinessFeatured onFoursquare?
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Strategic Approach to Foursquare !
1 Strategize ! 2 Build! 3 Incentivize ! 4 Socialize !
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Strategic Approach to Foursquare !
1 Strategize ! 2 Build! 3 Incentivize ! 4 Socialize !
S earch for your venueon foursquare.com.Claim your property.Not listed? Add it so
users can nd you inthe neighborhood. !
Match Foursquare'sfunctionality with yourobjective: Increasedvisibility among early
adopters, sales leads,more foot trafc, etc !
Reward loyal users, !get new customers.Foursquare's specialoffers practically pull
people off the street andinto your business. !
Foursquare starts onmobile but can ow ontobrand websites, in-storepromotions, and other
social web sites. !
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Strategize
Reach & Positioning
Greater visibilitywithin social media
Audience awarenessamong earlyadopters
Increased brandpresence in mobile
Preference
Build positive wordof mouth amongsocial media users
Incentivize usergenerated content(e.g. tips)
Improved searchengine rankings
Action
Build more walk-intraffic
Reward loyalcustomers
Increase sales
Inventory the Foursquare objectives with your own businessgoals. Common Foursquare objectives:
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Strategize
For users, Foursquare is a gameabove anything else and that is
part of the reason for the addictive
quality.
Ask any foursquare user and
theyll tell you about their stats,
the places where they are Mayorand the badges theyve earned.
Be sure your business strategy
taps into the competitive spirit of the game.
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After identifying the objective, install theFoursquare application on your own mobile phone.
Like many social apps, you have to use to really
get it.
Tell your staff about Foursquare and encourage
them to check in to the venue.
Foursquare makes this easy with a Staff section
so that you can separate employees fromcustomers and empower employees to directly
interact with customers.
Strategize
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Strategize
Foursquare also allowsbusinesses to integrate their
venue with other social
networks like Twitter and
Facebook.
Be sure to link any social
networking sites to your newfoursquare page to utilize
Foursquare social syndication
features
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Build
Claim your venue on
FourSquare.com by searching
your business name among the
list of registered venues.
If you see your venue listed,
click claim to become the
official owner.
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Build
If you dont see your place
of business, you can add it
to the list of venues in the
neighborhood.
Click the add things
button on the homepage
to tell Foursquare aboutyour business.
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Now, when anyone in theneighborhood logs into
foursquare with their mobile
phone, theyll see your
business listed as nearby.
Oh, I had no idea Village
Tavern was on this block. I
love that place.
Build
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Build
Foursquare provides businesses withdetailed analytics measuring the
traffic, frequency, time of day, and
comments posted by users checking in
to your location.
Track analytics immediately upon
adding your venue. Think of ways touse Foursquare as an intelligence tool.
We have a check-in slump between
3-6pm. What can we do to bring people in the doors at that time?
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Incentivize
Use foursquare to build special deals for your users.You can customize a variety of different offers for your
customers:
1. Mayor Specials: this is your single most loyal customer on
foursquare with the most check-ins. How can reward your best
customer?
2. Frequency-based Specials : these offers are unlocked every Xcheck (e.g. Foursquare users get a 10% off every third check in
3. Check-In Offers: unlocked when a users checks into your venue.
(e.g. show your check in to the waiter for a free drink!)
4. Wildcard Specials: always unlocked but the staff has to verify aspecial condition (e.g. show us your Newbie Badge to earn a free
nights stay!)
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Incentivize
1. Mayor Specials: this isyour single most loyal
customer on foursquare
with the most check-ins.
How can reward your
best customer?
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Incentivize
2. Frequency-basedSpecials : these offers are
unlocked at regular
intervals to reward and
encourage frequent checkins.
"Foursquare says you've been
here 10 times? That's a free
drink for you!"
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Incentivize
3. Check-In Offers:unlocked when a users
checks into your venue.
(e.g. show your check in to
the waiter for a freedrink!)
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Incentivize
4. Wildcard Specials:always unlocked but the
staff has to verify a special
condition (e.g. show us
your Newbie Badge to earna free nights stay!)
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Incentivize
Your venue specials will appear on
the check in page of any user near
by whether they know about
your business or not!
Foursquare users can browse
nearby locations and see Hey,
theres a special nearby. Oh
Hawaiian Coffee & Smoothies. I
could use a coffee right now.
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Incentivize
Users will often post tips for other
foursquare users.
Become part of the Foursquare
community by reading the tips for
customer insight.
Business owners are also able to post
tips to alert users to new products or
services.
Users will see the tips you and othershave posted each time they check in.
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Socialize
After youve nailed the basics
venues, specials, tips its time to
Socialize Foursquare beyond the
mobile application into all all Marcom
assets websites, direct mail, pr,
advertising.
Consider featuring the Foursquare
venue on the corporate website so
visitors know youre on foursquare
before they head out the door.
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Socialize
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Socialize
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Socialize
Beyond the web, let users
know youre hip to foursquare
as they walk in the door.
Promote the specials in-store
to alert customers to the
exclusive offers. This is a
great way to increase the
check-ins for newly created
venues.
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Socialize
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Socialize
For advanced users, there are a collection of third party
applications that make use of Foursquares data. TurnSocial, for
example, takes the tips and comments and streams those directly
to a business homepage.
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CASE STUDY:
MICROSOFT AUSTRALIA
OFFICE MAYOR MEETUP
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Office Mayor MeetupMicrosoft Australia Case Study
- Loca,on Page- Special Offer
- 100 mayor invites
- @MSAU TwiZer- Answer
Ques,ons
- Fan Page- Engagement Ads
-MSFT x-Promo,on
- Media Rela,ons- BloggerOutreach
- Town Crier Video
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Yes. There Wasa Town Crier!
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One of the rst major brands in Australia tomake a foray into Foursquare
Foursquare can be useful but admitwe didnt think of this par,cularop,on.
The early adopters of Foursquare suited Microso s aims.
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258 Mayors Checked
Into the Event
5.5 million Australiansvia print, online news,
blog coverage andTwiKer
568 Tweets
Nearly all posi ve
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RESOURCES:HOW TO IMPLEMENT YOUR
FOURSQUARE STRATEGY
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Additional ResourcesGetting Started:
http://foursquare.com/businesses/
http://www.asiadigitalmap.com/category/foursquare-2/
Staying Smart:
http://blog.foursquare.com/
http://mashable.com/social-media/foursquare/
http://www.readwriteweb.com/tag/foursquare
Slideshare Presentations:
http://www.slideshare.net/CMSummit/dennis-crowley-foursquare-4432358
http://www.slideshare.net/kvang/locationbased-marketing-foursquare-businesses
http://www.slideshare.net/dlin5/geo-loc-services01-4491918
http://www.slideshare.net/markingegno/location-based-services-foursquare-and-gowalla
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?Any Questions?
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One company that goes with this online-initiated flow is
Ogilvy Public Relations .
25 China Experts you should follow on
Twitter Thomas Crampton
Ogilvy's digital specialist Brian Giesen outlined thebest strategies for getting business results on socialnetworking site Twitter.
www.asiadigitalmap.comFor case studies...
CONTACTThomas CramptonAsia-Pacific Director | 360 Digital Influence
Ogilvy Hong Kongp +852 6397 1662e [email protected] @thomascrampton
Brian GiesenRegional Director | 360 Digital InfluenceOgilvy Sydneyp +61 2 8281 3853e [email protected] @bdgiesen
John Stauffer Regional Strategy Director | 360 DigitalInfluenceOgilvy Hong Kongp +852 9661 0998
e john.stauffer t @johnstauffer
asiadigitalmap.com