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The Power of Foursquare

The Power of Foursquare

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Published by Tan Beng Kiat

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Published by: Tan Beng Kiat on Nov 07, 2011
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11/07/2011

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The Power
The Power 
of foursquare
of foursquare
7 INNOVATIVE WAYSTO GET YOUR CUSTOMERS TO
CHECK
 
IN
WHEREVER THEY ARE
Carmine Gallo
New York Chicago San Francisco Lisbon London Madrid Mexico CityMilan New Delhi San Juan Seoul Singapore Sydney Toronto
 
Introduction
Introduction
What’s All the Fuss About?
You should be able to stand anywhere in theworld, and foursquare will tell you something todo nearby.
,,
—DENNIS CROWLEY,
Cofounder, foursquare
O
n October 22, 2010, NASA astronaut DouglasWheelock becae the frst an to “check in” rosace. Back on Earth, 220 iles below, illions oeole did the sae—at the rate o 23 ties
 persecond
. They checked in to restaurants, bars, stores,hotels, gys, and other laces in every city, country, and con-tinent. What were they doing?Less than 10 days later, on October 30, 2010, thousands oeole ulled out their sarthones and checked in 30,000ties at the Rally to Restore Sanity, hosted by oular“Coedy Central” hosts Jon Stewart and Stehen Colbert. Therally drew 200,000 eole to the National Mall in Washington,D.C. It’s estiated that 10 ercent o those attendees wereon oursquare, aking it the ost checked-in event o 2010.Where were they checking in to?On Deceber 27, 2010, a assive snowstor shut downairorts and brought travel to a standstill along uch o the
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East Coast, blanketing New York’s Central Park under orethan 20 inches o snow. More than 10,000 stranded airline as-sengers and snowbound travelers checked in to a “ovingtarget” venue naed Snowocalyse 2010 and unlocked therare Eic Swar badge or doing so. The badge had no racti-cal value excet to oer bragging rights—a badge o honorthey could share with their riends. That sae aternoon, bar owner Alan Cole oered ree aetizers to anyone whodecided to war their body and sirit by checking in to hisCharlotte, North Carolina, tavern between 4:00 p.m. and 6:00p.m. Three weeks earlier Cole had started oering incentivesor checking in on the tavern’s slowest days. His custoersdidn’t receive a badge but were ket quite hay with reeotato skins and Al’s aous jalaeño oers. Why werethey checking in?On February 2, 2011, Aerica’s avorite ground-hog, Punxsutawney Phil, redicted an early sring, andalthough he eerged ro his underground bunker in thePennsylvania wilds 80 iles northeast o Pittsburgh, 28,000eole around the country shouted, “It’s Groundhog Day!”to their oursquare riends, earning the PA Groundhog Day badge or their eorts. Who were all these eole, and whywere they “shouting” at anyone?What’s all the uss about?The uss, it turns out, is oursquare. Foursquare is a social,location-based service (LBS) sarthone a that akes yourworld ore interesting. Peole check in on their hones whenthey arrive at a lace, they do so at the rate o two illionties a day, and they do so in every country. Five hundredthousand erchants are already using the lator, and thenuber continues to grow every day. As a local erchant, brand anager, or arketing roessional, you’d better knowabout it, how it works, why it works, and ost iortant,how to ake it work or you. Many o your custoers arealready checking in to your establishent and you ight noteven know it. We’re in the early stages o a ast-growing trendand, with the inoration in this book, you will be ready to
THE POWER OF FOURSQUARE 
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