citrix online "foursquare for business"
DESCRIPTION
Foursquare for Business, presented by NETT Magazine, Citrix Online and Ogilvy 360 Digital Influence Sydney on 13 October 2010.TRANSCRIPT
Foursquare for Business
Listen to audio over your computer speakers
or you may phone in:
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
• 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
t @bdgiesen
Jonathan Nguyen
Digital Strategist | 360° Digital Influence
Ogilvy Sydney
p +61 2 8281 3805
t @j4jonathan
australiadigitalmap.com
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