foursquare in the netherlands
DESCRIPTION
This is a presentation we did for the Location Based Marketing Association. It contains some stunning new information about Foursquare in the Netherlands. Info is based on our own research and that of Roamler (you need to check them out as well) More facts and figures will be available in our Monitor, we will launch soon.Follow us for more infoTRANSCRIPT
Foursquare in the Netherlands LBMA event September 27 2011
Media Intelligence Lab Research
– Social media, usage & local businesses: what’s the situa<on in the Netherlands? • Foursquare • Yelp • Facebook • Google places/ Google+ • Feest.je
– Research among 337 restaurants and 255 Foursquare users in the Netherlands
About the research
Roamler Foursquare assignment among 455 Foursquare users in the Netherlands:
“Check in at a public loca<on you like, make a picture and answer some ques<ons about it”
About the Roamler assignment
• Checking in
– Venues – Businesses – Specials
• Sharing – Profiles – Friends – Tips – Facebook/ TwiWer
• Game – Mayors – BuWons
What is Foursquare about?
• Loca<on based service • Founded by Crowley and Selvadurai • Started in march 2009 (US) • 10 million users worldwide (june 2011) • 150.000 users in the Netherlands (es<mate)
About Foursquare
• Anyone can add a venue • Claiming a venue can be done by businesses only
• What kind of venues people check in to?
Venues
StaDons
Supermarkets
Theaters, fesDvals and stages
Shops
Retail shops
Offices
Cafes and restaurants
Parks
..and even churches
• How many business venues have been added?
• How many business venues are claimed?
• How many businesses venues are they checked in to and how ocen?
Business venues on Foursquare
63.2 % of restaurants could be found in Foursquare
How many business venues present?
n=337
4.4 % of restaurants actually claimed their loca<on
Business venues claimed
• 71,1 % of listed restaurants have been checked into • Listed restaurants were checked into 42 <mes
• This was done by 23 people on average per restaurant
Business venues checked into
n=337
Business venues ac<vity
71% of the restaurants has a mayor
41% of the restaurants been <pped by people
Mayors
Tips
n=337
• Did they upload their profile picture ? • Connected with TwiWer and Facebook? • Are they mayor?
• Number of check ins?
• Tips lec?
How acDve are Foursquare users?
AcDvity/ InteracDon
57% of Foursquare users uploaded a profile picture
31% of Foursquare users is crowned a mayor
On average Foursquare users are the mayor of 1,6 venue
Profile picture
Mayorship
n=225
AcDvity/ InteracDon
ConnecDon with Facebook/ TwiTer
Half of the Foursquare users connected their account to their Foursquare and/or TwiWer accounts
75% of Foursquare users has ever checked in
Check ins
n=225
Check-‐in behaviour
On average they checked in 135 <mes
n=225
How many <ps are given for the venue you checked into?
Were the <ps useful for you?
Tips
n=238
Venues had almost 9 <ps on average
Why not useful?
Useful/ Not useful
Mostly commercial messages, not interes<ng
No real content
I got the WIFI password in the KLM lounge
On a big fes<val, it’s nice to receive <ps from others on stages, food and drinks
Check in and earn a Heineken beer if your FSQ profile is connected to your Heineken account. Some great online marke<ng!
Why useful?
• User base quite small, but very ac<ve
• Majority of businesses can already be found on Foursquare
• Most of the restaurants are already being checked in to, have mayors and are <pped about by customers
• LiWle of the studied businesses seem to be aware of the possibili<es offered like claiming and offering special<es
Conclusions
• Next Research update: developments over <me
• Other branches: shops, professional services • More facts and figures available in our Social Media Monitor MKB (expected)
Next…
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