Social Media Belts

Social Media White Belt

Social Media Red Belt

Social Media Black Belt

Understand

Participate

Lead

Foursquare for Business
A Red Belt Training

Moderator

ThomasCrampton.com | @ThomasCrampton
Asia-Pacific Director Ogilvy 360°Digital Influence

Question Pane

What city are you joining us from?

Twitter Hashtag

#4sq4biz

Speakers

Brian Giesen | @bdgiesen Regional Director, Sydney Ogilvy 360°Digital Influence

John Stauffer | @John Stauffer Regional Director, Hong Kong Ogilvy 360°Digital Influence

THE MOBILE LANDSCAPE

5 Million Mobile Users Worldwide in 2010!

5 million Billion Mobile Users Worldwide in 2010!

Market Growth of Location Based Services

$512 Million in 2012
Sydney

$96 Million in 2009
Singapore

Source: Forrester Research

Mobile  Web  Sta,s,cs

5   15   2   100  
Mobile  web  will   outgrow  desktop   in  5  years. 15K  new  users   every  day,  with   total  users  2MM.   Foursquare   syncs  to   top  2  SNS.   100MM   smartphones   in  China  by  2010.  

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

Jiepang:  China’s  Foursquare

See  friends’  loca,ons

Check-­‐in  on  the  go

Sync  to  SNS

Collect  badges

WHAT IS FOURSQUARE

POLL QUESTION

Have you ever “checked in” on Foursquare?

>  Check  In  

>  Unlock  Badges  

>  Become  Mayor  

>  Deals  &  Offers  

>  Useful  Tips  

WHO IS USING FOURSQUARE?

Foursquare Users

“Go  back  3  years…  TwiZer   was  being  used  by  the  same   crowd  as  Foursquare  today.”  

“It  will  be  bigger   than  TwiZer.”  
Robert  Scoble   @scobleizer  

Foursquare Users

2.4  MILLION  
40%  OF  USERS  ARE  FROM   OUTSIDE  THE  UNITED  STATES  
Large  communi,es  in  Australia,   Singapore,  Hong  Kong,  Malaysia  and   Indonesia  
SOURCE:  FOURSQUARE,  AUGUST  2010  

PEOPLE  USE  FOURSQUARE   GLOBALLY  

Foursquare Users

JUST ONE YEAR AGO
SOURCE:  COMPETE.COM,  AUGUST  2010  

65X FEWER PEOPLE USED FOURSQUARE

Foursquare Users

38% MORE LIKELY TO BE

ASKED FOR THEIR OPINION ON PRODUCTS

SOURCE:  FOURSQUARE,  AUGUST  2010  

Brands on Foursquare

POLL QUESTION

Is Your Business Featured on Foursquare?

Strategic Approach to Foursquare!

1

Strategize!

2

Build!

3

Incentivize

!

4

Socialize

!

Strategic Approach to Foursquare!

1

Strategize!

2

Build!

3

Incentivize

!

4

Socialize

!

Match Foursquare's

Search for your venue

Reward loyal users, !

Foursquare starts on

functionality with your objective: Increased visibility among early adopters, sales leads, more foot traffic, etc!

on foursquare.com. Claim your property. Not listed? Add it so users can find you in the neighborhood.!

get new customers. Foursquare's special offers practically pull people off the street and into your business.!

mobile but can flow onto brand websites, in-store promotions, and other social web sites.!

Strategize
•  Inventory the Foursquare objectives with your own business goals. Common Foursquare objectives:
Reach & Positioning •  Greater visibility within social media • Audience awareness among early adopters • Increased brand presence in mobile
Preference •  Build positive word of mouth among social media users •  Incentivize user generated content (e.g. tips) •  Improved search engine rankings Action •  Build more walk-in traffic •  Reward loyal customers •  Increase sales

Strategize
•  For users, Foursquare is a game above anything else and that is part of the reason for the addictive quality. •  Ask any foursquare user and they’ll tell you about their stats, the places where they are Mayor and the badges they’ve earned. •  Be sure your business strategy taps into the competitive spirit of the game.

Strategize
•  After identifying the objective, install the Foursquare 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 from customers and empower employees to directly interact with customers.

Strategize
•  Foursquare also allows businesses to integrate their venue with other social networks like Twitter and Facebook. •  Be sure to link any social networking sites to your new foursquare page to utilize Foursquare social syndication features

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.

Build
•  If you don’t 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 about your business.

Build
•  Now, when anyone in the neighborhood logs into foursquare with their mobile phone, they’ll see your business listed as “nearby”. •  “Oh, I had no idea Village Tavern was on this block. I love that place.”

Build
•  Foursquare provides businesses with detailed 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 to use 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?”

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 X check (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 a special condition (e.g. show us your Newbie Badge to earn a free night’s stay!)

Incentivize
1.  Mayor Specials: this is your single most loyal customer on foursquare with the most check-ins. How can reward your best customer?

Incentivize
2.  Frequency-based Specials: these offers are unlocked at regular intervals to reward and encourage frequent check ins. "Foursquare says you've been here 10 times? That's a free drink for you!"

Incentivize
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!)

Incentivize
4.  Wildcard Specials: always unlocked but the staff has to verify a special condition (e.g. show us your Newbie Badge to earn a free night’s stay!)

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, there’s a special nearby. Oh Hawaiian Coffee & Smoothies. I could use a coffee right now.”

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 others have posted each time they check in.

Socialize
•  After you’ve nailed the basics – venues, specials, tips – it’s 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 you’re on foursquare before they head out the door.

Socialize

Socialize

Socialize
•  Beyond the web, let users know you’re 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.

Socialize

Socialize
•  For advanced users, there are a collection of third party applications that make use of Foursquare’s data. TurnSocial, for example, takes the tips and comments and streams those directly to a business homepage.

CASE STUDY:

MICROSOFT AUSTRALIA OFFICE MAYOR MEETUP

Microsoft Australia Case Study

Office Mayor Meetup

-­‐  @MSAU  TwiZer   -­‐  Answer   Ques,ons  

-­‐  Fan  Page   -­‐  Engagement  Ads   -­‐MSFT  x-­‐ Promo,on  

-­‐  Media  Rela,ons  
-­‐  Blogger   Outreach  

-­‐  Loca,on  Page   -­‐  Special  Offer   -­‐  100  mayor  invites  

-­‐  Town  Crier  Video  

Yes.  There  Was  
a  Town  Crier!  
 

“One  of  the  first  major  brands  in  Australia  to     make  a  foray  into  Foursquare”  

“Foursquare  can  be  useful,  but  admit   we  didn’t  think  of  this  par,cular   op,on.”  

 “ The  early  adopters  of  Foursquare  suited  Microsoj’s  aims.”  

258  Mayors  Checked   Into  the  Event  
•  5.5  million  Australians   via  print,  online  news,   blog  coverage  and   TwiKer   •  568  Tweets   •  Nearly  all  posiNve  

RESOURCES:

HOW TO IMPLEMENT YOUR FOURSQUARE STRATEGY

Additional Resources
Getting 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

Any Questions?

?

CONTACT

“ “ “

One company that goes with this online-initiated flow is

Ogilvy Public Relations.

Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e thomas.crampton@ogilvy.com t @thomascrampton Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p +61 2 8281 3853 e brian.giesen@ogilvy.com.au t @bdgiesen John Stauffer Regional Strategy Director | 360° Digital Influence Ogilvy Hong Kong p +852 9661 0998 e john.stauffer t @johnstauffer

25 China Experts you should follow on Twitter… Thomas

Crampton

” ”

Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter.

For case studies...

www.asiadigitalmap.com
asiadigitalmap.com

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