Download - Foursquare in the netherlands
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Foursquare in the Netherlands LBMA event September 27 2011
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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
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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
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• Checking in
– Venues – Businesses – Specials
• Sharing – Profiles – Friends – Tips – Facebook/ TwiWer
• Game – Mayors – BuWons
What is Foursquare about?
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• 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
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• Anyone can add a venue • Claiming a venue can be done by businesses only
• What kind of venues people check in to?
Venues
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StaDons
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Supermarkets
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Theaters, fesDvals and stages
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Shops
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Retail shops
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Offices
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Cafes and restaurants
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Parks
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..and even churches
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• 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
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63.2 % of restaurants could be found in Foursquare
How many business venues present?
n=337
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4.4 % of restaurants actually claimed their loca<on
Business venues claimed
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• 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
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Business venues ac<vity
71% of the restaurants has a mayor
41% of the restaurants been <pped by people
Mayors
Tips
n=337
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• 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?
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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
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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
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Check-‐in behaviour
On average they checked in 135 <mes
n=225
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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
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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?
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• 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
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• 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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