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8/9/2019 10 Ways Enterprise Marketers Can Leverage Foursquare
http://slidepdf.com/reader/full/10-ways-enterprise-marketers-can-leverage-foursquare 1/41
10
Top WaysEnterprise
MarketersCan
Leveragefoursquaresocial marketing software
produced by
Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc
http://[email protected]
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social marketing software
before we talk about
opportunities, we need tounderstand the challenges
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challenges of enterprise
marketing on foursquare
social marketing software
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Thousands of venues are being
created daily. Managing these venuesand maintaining consistency across
these channels is a tremendouschallenge for brands.
Venue Ownership &Management
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There is no simple way to create a
single tip to share with multiplevenues. Creating tips for multiplelocations is a manual process thatrequires constant updating and
management.
Simple Tip Creation &Management
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Venue ownership must be established to
create “Specials Nearby”, howeverspecials can not be created for multiple
venues simultaneously. Also, custombadges can not created without the help
of foursquare directly.
Access to Specials &Badges
social marketing software
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There are only loose tie-ins
between foursquare and existingcorporate loyalty programs.
Integration withLoyalty Programs
social marketing software
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all challenges are opportunities in disguise
social marketing software
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10
Ways Enterprise MarketersCan Use foursquare
social marketing software
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1Venues get created by individual members and can be missinginformation, or be inaccurate. Claiming a venue allows brands
to update venue information, give the company access to
extra data and provide special offers.
Own Your Venues
social marketing software
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Once businesses establish ownership of their venues they can access real-timedata including who has “checked in”,
when they arrived, the male-to-female
customer ratio and which times of dayare more active for certain customers.
Venue owners can also offer instantpromotions to try to engage newcustomers and keep current ones.
Venue ownership has it’s privileges
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One of the easiest ways to get started in foursquare is toutilize the Tips. For example, a user who checks into a localmovie theater can get a Tip saying “Be sure to check out the
newest comedy from Will Ferrell”. This helps to influence anddrive traffic to point of sale conversions.
Utilize Tips
2
social marketing software
Case
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HISTORY: Utilizing TipsCase
Study
• Tips placed at Historically significant locationsaround the country
• Tips are focused on location but serve topromote the TV show “America: The Story of US”
• Users automatically entered into a sweepstakes,in which 10 randomly selected users will winprizes each week from April 25 through June 6
Background
Great viral ‘Buzz’ throughout the
series New viewers to history channel
"America The Story of US"
became the most watched
and highest rated program in
the network's history.
Results
Sources: 'America: The Story of Us' Is History Channel Record Breaker”, The Wrap by Brent Lang“History Channel Launches Foursquare Campaign and a New Badge”, Mashable, by Jolie O’Dell
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Sure it sounds creepy, but many Foursquare users are alsousing Twitter. When you click on their profile, drill into their
Twitter account and be sure to “follow” them. If they
reciprocate, you have another way to get your news andinformation in front of them.
Follow your Visitors
3
social marketing software
Case
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The Pit BBQCase
Study
• Local BBQ restaurant in Raleigh, NC• Recognized people who regularly mention The Pit
in their tweets• Became popular meeting location for Twitter
users
• Spent time connecting with and reaching out topatrons on Twitter and foursquare
• Rewarded foursquare mayors and social mediafollowers with lunch
Background
Solid Buzz across multiple channels
Loyal followers and patrons
Identified brand enthusiasts and influencers tospread the word and encourage repeat business
The restaurant is constantly packed and
continuing to benefit from developing
relationships through social channels
Results
Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown”, Social Fresh by Jason Keath“Social Media Case Study: How The Pit Uses Twitter and Foursquare”, 1918 Internet Services, by Phil Buckley
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4While some of your social media savvy customers will
checkin and adopt foursquare, a majority don’t even know it
exists. Therefore, it’s important to promote foursquare dealsand specials to your customer base to increase participation.
Market your Participation
social marketing software
Case
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Harvard UniversityCase
Study
• First university to use foursquare to helpstudents explore their campus andsurrounding places of interest
• Users can create an up-to-date ratings of
stores, restaurants, businesses, and othervenues throughout Harvard Square
• Users can earn points, and ultimatelyacquire coveted foursquare badges
Background
Marketed a new channel to students andvisitors to help explore surrounding area
Buzz for students and visitors alike
Channel to highlight local tips
Encourages students to explore
their campus with tips
Results
Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown”, Social Fresh by Jason Keath“Harvard on Foursquare”, Harvard Gazette
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PlaceWidget makes it easy toadd your foursquare venue
information to yourcompany’s website or
Facebook page with just afew clicks.
Source: About Foursquare
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5Although the percentage of visitors using foursquare is
relatively small, having user’s check-in, and share that check-in
virally is a powerful marketing tool. Encourage each check-into be broadcast to that users Twitter and Facebook account.
Promote Check-Ins
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6Offer specials to mayors or everyday visitors and even specify
how many check-ins are required to achieve a special. Inorder to do this you need to “claim your venue” (see point
1.) Once a special is offered, foursquare includes a “SpecialIcon” next to your venue when it is listed in search results.
Offer a Special
social marketing software
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Source: About Foursquare
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American Eagle Outfitters is offering a 15%discount to foursquare users who check inat any of their 950+ stores nationwide. The
offer is good through July 31.
Mayors receive a 25% discount,while other users receive a 15%
discount for their 5th checkin.The Ann Taylor offers show acoupon code for cashiers to use.
Source: About Foursquare
Mi V ( ) F b k
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Because of the viral nature of social media it’s important thatyour audience can access your company’s information through
several channels. Many multi-location venues typically have
one Facebook Fan Page. Think about a main corporate pageand multiple local pages. Publish relevant info to one or both.
Mirror your Venue(s) on Facebook
7
social marketing software
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The Facebook widget (above) is automatically added asa tab on your company’s page through a Facebook
application. With more screen real estate to work with, the Facebook version adds a map of your venue’slocation to the information provided by the widget.
foursquare even uses it on their own Facebook page.
Source: http://aboutfoursquare.com/highlight-your-foursquare-venue-on-your-companys-website-or-facebook-page-with-placewidget/
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Develop a loyalty system for repeat customers. For example,every 10th check in gets a free small coffee or 5% discount on
a purchase. Starbucks recently offered a dollar off to“mayors” of the various Starbucks venues.
Reward Loyalty
8
social marketing software
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Starbucks Mayor Special
• First ever nationwide special exclusively for Mayors
• Mayors of this store, enjoy $1 off a NEW however-you-want-it Frappuccino blended beverage. Anysize, any flavor. Offer valid until 6/28.
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5 Unique foursquare Specials1. Reserved parking spot for the Mayor at
MarketFair Mall in Princeton, NJ.
2. Escalating rewards for checking in and bringingmore friends along at B&O American Brasserie inBaltimore, MD
3. Free Black Beauty rides for the Mayor of BrittReid’s Garage at Comic-Con San Diego. The “garage”was set up by Columbia Pictures to promote their filmThe Green Hornet. The Mayor of the garage got a freeride and a free pass to the front of the line.
4. Free bottle of wine during the week of your
birthday — worth your age in dollars — at RestaurantMax in Minneapolis.
5. Free round of shots for the Mayor — and fivefriends — at Front Page News in Atlanta.
Source http://aboutfoursquare.com/5-creative-foursquare-specials/
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9Use Foursquare to identify your most loyal customers and
encourage them to spread the word. Offer specials targetedat Mayors or individuals who have a high number check-ins
over a specified period of time.
Identify your Influencers
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Bravo offers badges and special prizes when viewers visit more than 500
Bravo locations. The locations will be picked by Bravo to correspondwith select Bravo shows including “The Real Housewives,” “The
Millionaire Matchmaker,” “Top Chef,” “Kell on Earth,” “Top Chef Masters”
and “Shear Genius.”
Off Fi t Ch k I P ti
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10Brands can benefit by rewarding first time check-ins to
encourage new customers to visit locations. While mostbrands are focused on rewarding repeat customers, there is
an opportunity to reward first time customers.
Offer First Check-In Promotions
social marketing software
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• Influence Matters
• Earn points and word of mouth
• Customer loyalty deserves rewards
• Invest in growth
• Test and grow
Closing Thoughts
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foursquare Perspectives is a free tool thatprovides brands with valuable and usefulinsights about how foursquare users areinteracting with their physical locations.
The report delivers key statistics including:
• total venues• total check-ins
• unique visitors
• total mayorships
http://perspectives.awarenessnetworks.com/foursquare/
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The Awareness Social Marketing Hub helps marketers publish, manage, and measure theirmarketing across key social media channels, and helps marketers engage with users around
that content.
• Control your social media publishing with enterprise-grade permissioning, workflow,and audit controls
• Centralize your social media strategy and execution to coordinate product, businessunit and corporate messages
• Use social media to engage throughout the entire customer life-cycle
• Engage and interact directly with the people who are talking about your socialmarketing campaigns
•Measure success across social media channels
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Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com
Interested in a Demo?Contact me today!
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Mike LewisVP of Marketing, Awareness Inc
@bostonmike / @awarenessinchttp://blog.socialepisodes.com
social marketing software
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Photo Credits
The following are from Flickr. Used with a Creative Commons license:
• Slide 1: “Foursquare Pins and Tattoos - SXSW 2010”. Taken by nan palermo
• Slide 3: “Foursquare Buttons”. Taken by Remco Janssen
• Slide 4: “Park City Storefront 03”. Taken by Atelier Teee
• Slide 5: “Crayon Tips”. Taken by Darrren Hester
• Slide 6: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by @superamit
• Slide 9: “Foursquare in the house!”. Taken by mjpeacecorps
• Slide 10: “Storefronts”. Taken by A30_Tsitika
• Slide 12: “Primary Colors”. Taken by nico.cavallotto
• Slide 16: “Purple-Orange-Blue”. Taken by code_poet
• Slide 24: “Facebook ”. Taken by Franco Bouly
• Slide 31: “$$ off for foursquare checkins and the mayor drinks for free!”. Taken by@superamit
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Photo Credits
The following images were licensed from iStockPhoto:
• Slide 2: “business teamwork - businessmen making a puzzle” File #: 3039589
• Slide 7: “Small dachshund on white background” File #: 8988736
• Slide 8: “Dynamic Duo” File #: 10314405
• Slide 14: “Very little aviation” File #: 3634332
• Slide 19: “Open air rock festival” File #: 4592559
• Slide 21: “special pinned on noticeboard” File #: 11253835
• Slide 27: “Inquisitive Chihuahua” File #: 5979084
• Slide 30: “Be Heard (XXL)” File #: 7454036
• Slide 33: “Service Bell” File #: 8634988
• Slide 35: “Child at Play” File #: 6221120
• Slide 39: “postit note” File #: 2170242