Date post: | 21-Jan-2015 |
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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)