citrix online "foursquare for business"

Foursquare for Business

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Australia #: 02 8014 9491

New Zealand #: 04 974 7248

Access Code: 640-438-032

We will begin at approximately Noon Australian EDT

Todd Lewis Marketing Manager, Citrix Online

Meet Your Moderator

Type question here

The Questions Pane

#4sq4biz

Brian Giesen | @bdgiesen

Regional Director, Sydney

Ogilvy 360°Digital Influence

Jonathan Nguyen | @j4jonathan

Digital Strategist

Ogilvy 360°Digital Influence

Meet your presenters

POLL QUESTION

Have you ever “checked in” on Foursquare?

WHAT IS FOURSQUARE

Mobile App

Social Game

3.0M Users

15,000 Special Offers

Source: Foursquare, October 2010

> C

hec

k In

> U

nlo

ck B

adge

s

> B

eco

me

May

or

@gwhiteoz

> D

eals

& O

ffer

s

> U

sefu

l Tip

s Better than Lonely Planet?

> Sh

arin

g

20% CHECKINS ARE SHARED ON TWITTER & FACEBOOK SOURCE: WASHINGTON POST, OCTOBER 2010

Foursquare Places

Gaming element Earn points and badges Loyalty programs and discounts Organisations can create specials and discounts for people who check in Tips Users can add tips to the location Employees Employees are tagged so that they don’t impact customer mayorships

Manually tag friends Friends can be tagged manually in the location with you Reach 9.3 million Australians already on Facebook Familiar interface Works like the rest of Facebook with which people are already familiar

WHO IS USING FOURSQUARE?

Foursquare Users

“Go back 3 years… Twitter

was being used by the same

crowd as Foursquare today.”

“It will be bigger than Twitter.”

Robert Scoble @scobleizer

Foursquare Users

2.4 MILLION PEOPLE USE FOURSQUARE GLOBALLY 40% OF USERS ARE FROM OUTSIDE THE UNITED STATES

Large communities in Australia, Singapore, Hong Kong, Malaysia and Indonesia SOURCE: FOURSQUARE, AUGUST 2010

Foursquare Users

38% MORE LIKELY TO BE

ASKED FOR THEIR OPINION ON PRODUCTS SOURCE: FOURSQUARE, AUGUST 2010

Foursquare Users

JUST ONE YEAR AGO 65X FEWER PEOPLE USED FOURSQUARE SOURCE: COMPETE.COM, AUGUST 2010

Brands on Foursquare

POLL QUESTION

Is Your Business Featured on Foursquare?

Strategic Approach to Foursquare

Strategic Approach to Foursquare

SM R F

Strategise

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 • Incentivise user generated content (e.g. tips)

• Improved search engine rankings

Action • Build more walk-in traffic

• Reward loyal customers

• Increase sales

• Inventory the Foursquare objectives with your own business

goals. Common Foursquare objectives:

Strategise

• 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.

Incentivise

1. Mayor Specials: this is

your single most loyal

customer on foursquare

with the most check-ins.

How can reward your

best customer?

Incentivise

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!"

Incentivise

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!)

Incentivise

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!)

Socialise

• After you’ve nailed the basics –

venues, specials, tips – it’s time to

Socialise 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.

Socialise

Socialise

Socialise

• 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.

CASE STUDY:

MICROSOFT AUSTRALIA OFFICE MAYOR MEETUP

Launching Office 2010

92% neutral “Office 2010” Pre-Launch Buzz

Ousting Phenomenon

Mayors = Massive Digital Footprints

Blogger Tweeter

Father

Ferdinand Mayor, Sydney University

Foursquarer

Office Mayor Meetup

Microsoft Australia Case Study

- Location Page - Special Offer - 100 mayor

invites

- @MSAU Twitter - Answer

Questions

- Fan Page - Engagement Ads

-MSFT x-Promotion

- Media Relations - Blogger Outreach

- 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 particular option.”

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

258 Mayors Checked Into the Event

• 5.5 million Australians

via print, online news, blog coverage and

Twitter

• 568 Tweets

• Nearly all positive

Most Importantly: Nearly 100% Positive

“I was so excited. All I wanted to do was go home and install it.”

talkinatme.blogspot.com (2PM, 15 June)

“Everyone in my office uses '97! I need to show them what they're missing!”

Nicole B.

“I want to be one of the first to get my hands on it and show it off to my friends/work colleagues!”

Jason X.

I'm starting my 'post-GFC' home office. It would be really nice to also have Office 2010 for a start!

Indra A.

“It’s been my intimate friend for 8 years since I was a student. Exciting news that Office 2010 goes on sale in Australia!”

Charlie S.

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

” 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 the

best strategies for getting business results on social

networking site Twitter. ” “ www.asiadigitalmap.com For case studies...

CONTACT

Brian Giesen

Regional Director | 360° Digital Influence

Ogilvy Sydney

p +61 2 8281 3853

e brian.giesen@ogilvy.com.au

t @bdgiesen

Jonathan Nguyen

Digital Strategist | 360° Digital Influence

Ogilvy Sydney

p +61 2 8281 3805

e jonathan.nguyen@ogilvy.com.au

t @j4jonathan

australiadigitalmap.com

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