top 10 ways marketers can leverage foursquare

7/29/2019 Top 10 Ways Marketers Can Leverage Foursquare

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Ways Enterprise

Marketers can Leverag

Foursquare

social marketing software

Perspecves on FoursquareAn Industry eBook from Awareness

Creators of the Social Markeng Hub

@awarenessinc | awarenessnetworks.com

A discussion on Enterprise Markeng Challenges and

Opportunies using Foursquare

Top 10



Foursquare Challenges

While user adopon of Foursquare is growing at a staggering pace, many brands aretaking a “wait and see” approach before adding Foursquare to the markeng mix.

The early adopters that have started to use Foursquare as part of campaign have

seen similar challenges.

• Venue Ownership and Management – Thousands of venues are being

created daily. Brands controlling these locaons are having a difficult me

understanding what’s out there and managing each locaon. For example,

at last count McDonalds had over 7,000 venues listed on Foursquare. From

a corporate perspecve managing these venues and maintaining

consistency across these channels is a tremendous challenge. Have a

centralized mechanism in place to manage these venues will be a top

priority as Foursquare connues to grow.

• Simplified Tip Creaon and Management – Currently, there is no simple way

to create a single p to share with mulple venues. Therefore brands

promong ps that are relevant to more than one of their worldwide

locaons must enter the p individually. This is a very manual process that

requires constant updang and management.

• Access to Create Specials and Badges – Currently, venue owners are not

able to easily create “Specials Nearby” or custom badges without the help

of Foursquare directly. Making this available to users will help to increaseadopon at the brand level and make the process more scalable for

Foursquare.

• Integraon with current loyalty programs – Currently there are only a loose

e-ins between Foursquare and exisng corporate loyalty programs. Full

integraon with loyalty/rewards programs will help take Foursquare to the

next level.

The queson remains, how can brands leverage Foursquare as part of their social

media markeng mix?To help answer the queson, we chaed with some brands,

took a hard look at how some brands are currently using Foursquare and came upwith the Top 10 list below.

www.awarenessnetworks.com

Top 10 Ways Enterprise Marketers Can Leverage Foursquare

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Top 10 Ways Enterprise Marketers can Leverage Foursquare

1. Own Your Venues:Companies need to take ownership of their venues in Foursquare. Venues get created by individual members an

can be missing informaon, or be inaccurate. Each venue can be represented by categories, and tags. Staff can

even be represented to differenate acvity. Claiming a venue also gives the company access to extra data and

the interface to provide special offers. See example

2. Ulize Tips:

One of the easiest ways to get started in Foursquare is to ulize the Tips

funconality. For example, a user who checks in to a local movie theater can

get a Tip saying “Be sure to check out the newest comedy from Will Ferrell”.

Again this helps to influence and drive traffic to point of sale conversions.

3. Follow Your Visitors:Sure it sounds creepy, but many Foursquare users have Twier. When you

click on their profile, it may show a Twier address. Be sure to “follow”

them and if they reciprocate, you have another way to get your news and

informaon in front of them or even message them directly.

4. Market Your Parcipaon.

At the me of wring, Foursquare is rapidly approaching 1.6 million users

and is growing at a clip of 100k new user per week. Checkins are increasing


www.awarenessnetworks.com 2



by roughly 50K per week and about 36k venues are being added daily. While this growth is high the

overall user base is sll low when compared to other social networks like Facebook and Twier. The

message is that while some of your social media savvy customers will checkin and use adopt foursquare,

a majority don’t even know it exists. Therefore it’s important to promote Foursquare deals and specials

to your customer base to increase parcipaon.

5. Promote “Check-ins”

Although the percentage of visitors using Foursquare is relavely

small, having users check-in, and share that check-in virally is a

powerful markeng tool. Each check-in can be broadcast to that

persons friends on Twier and Facebook. Foursquare offers

sckers to businesses and other advice.hp://Foursquare.com/businesses/

6. Offer a Special

You can offer specials to mayors or everyday visitors and even

specify how many check-ins are required to achieve a special. In

order to do this you need to “claim your venue” (see point 1.)

Once you do, you will have the ability to offer specials. Once a

special is offered at a specific locaon, Foursquare will include a

“Special Icon” next to your venue every me it is listed in search

results. See example below.

7. Mirror Your Venue(s) on Facebook

Facebook Fan pages are simple to create and are a great way to increase parcipaon. Because of the

viral nature of social media it’s important that your audience can access your company’s informaon via

several channels. Many mul-locaon venues have one Fan Page. Think about a main corporate page,

and a local page. Publish relevant info to one or both. Sounds like too much work? Request a Demo of

the Awareness Social Markeng Hub here hp://info.awarenessnetworks.com/Contact-Us.html and you

can publish to mulple social media channels with one step.



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8. Reward Loyalty:

Develop and implement a loyalty system for repeat customers. Every 10th check in gets a free small

coffee. The Mayor of this locaon gets lunch for free every week. For example, a typical Foursquare

“check-in” could be a user checking into their local Starbucks and leaving the comment (known within the

system as a “Shout”), “Having my morning Lae Grande”. Once checked in, the users locaon is

broadcast to their connecons within the network (For example, “Bostonmike has checked in to

Starbucks”). Foursquare has recently allowed the owners of the physical venues to make special offerswhen people check-in, or specifically to the mayors of these locaons. As an example, Starbucks recently

offered a dollar off to “mayors” of the various Starbucks venues. There are currently 10,000 mayors at

13,167 Starbuck locaons in Foursquare.

9. ID your most valuable customers and influencers:

Use Foursquare to idenfy your most loyal customers and encourage

them to spread the word. Offer specials targeted at Mayors or

individuals who have a high number checkins over a specified period

of me. Single out those individuals and encourage them to

promote their parcipaon and share details with people within

their network.

10. First Checkin Promoons:

Foursquare provides the ability to target first me customers (well,

customers that are first me users of Foursquare). Brands can

benefit by rewarding first me checkins to encourage new customers

to visit locaons for the first me. While most brands are focused on

rewarding repeat, loyal customers there is a big opportunity to

reward first me customers.



The Awareness Social Markeng Hub

The Awareness Social Markeng Hub helps marketers publish, manage, andmeasure their markeng across key social media channels, and helps marketers

engage with users around that content. The Hub has support for the most

important social markeng channels in use by enterprises today, including

Foursquare, Facebook, Twier, YouTube, Flickr, and branded online communies

The Awareness Social Markeng Hub offers some groundbreaking benefits to

enterprises that are looking to use Foursquare as a serious enterprise markeng

tool:

• Simplify the process of publishing Tips to mulple foursquare venues

with a single click. With the Awareness Social Markeng Hub, you can

publish Tips to 1 or 1,000 foursquare venues simply and easily. These Tiwill be shown to users who are checking in to your venues or near your

venues.

• Centralize your venues and group mulple venues under one centralize

system.

• Cross-promote your markeng content across foursquare, Twier,

Facebook, WordPress and more, using the same one-step publishing

process.

For more informaon see hp://www.awarenessnetworks.com/why-the-hub

www.awarenessnetworks.c

Top 10 Ways Enterprise Marketers Can Leverage Foursqu

publish | manage | measure | engage

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© 2010 AWARENESS, INC.

Awareness, Inc.

25 Corporate Drive, Suite 390

Burlington, MA 02451

United States

Tel: 1 781-270-240

Contact Informaon:

Awareness Canada

5050 South Service Road, Suite 100

Burlington, ON L7L 5Y7

Canada

Tel: 1 866 487 5623Fax: 1 905 632 4922

Awareness builds social markeng management soware for marketers leveraging mulple social

channels to engage with customers, build their brand, and increase revenues. Built upon Awareness’

experse deploying more than 200 communies and social media projects for the world’s biggest

brands including Sony, JetBlue, Kodak, ASOS.com and AIRMiles, The Awareness Social Markeng Hub

helps marketers publish, manage, and measure their markeng across key social media channels, and

helps marketers engage with users around that content. The Hub has support for the most important

social markeng channels in use by enterprises today, including foursquare, Facebook, Twier,

YouTube, Flickr, and branded online communies. More informaon can be found at:

hp://www.awarenessnetworks.com

State of Foursquare

About Awareness

social marketing software

David provides the overall technology direcon of the company and consults with our customers to

align their internet strategy with their corporate objecves. David founded WebPartz Inc. which was

acquired by Awareness in March of 2003. Prior to forming WebPartz, he spent 11 years at Microso

where he had held various posions including Manager of Internet Strategy, Markeng Manager

Knowledge Management, Content Management, and eCommerce products. In each of these roles he

worked closely with large corporaons rolling out the Microso plaorm and developing a business

strategy. His last role was as Internet Strategy Manager where he oversaw secons of microso.com

and Microso Canada's Intranet.

Wren by:

David Carter, Founder and CTO, Awareness, Inc

@dkrcarter | [email protected]

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