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13Executive Suite Success Vol I, Issue 3: Sept 2010

Profi t from Marketing YourLocations with Foursquare:How Mobile and Social Media Can Redefi neOBC Marketing

Just when we think we’re getting acclimated to the changes that technology throws at us, developers exercise their sense of humor and change the game all over again. Not only is technology evolving, but devices are becoming smaller, more mobile, and more powerful. Sure, keep-ing up can be confusing and frustrating at best, but like every story, there are two sides to consider.

Your new iPhone, Blackberry, or Droid is becoming even more obsolete as you read these words. ! epotential for your social media marketing strategy just increased overnight.

As of right now, there are over 500 million Facebook users, 15 million activeTwitter users, 60 million LinkedIn professionals, not to mention 34.2 millionSmart-phone users that have access to all of these platforms from their mobile phones. With the amount of mobile and social media users grow-ing every year, allocating time and dollars to mobile and social media market-ing budgets is becoming more of a necessary reality – whether we like it or not.

As if the growth of market-ing demands increasing isn’t overwhelming enough, the number of social networks keeps growing as well: Fa-cebook, Twitter, LinkedIn, WordPress, Google Buzz, MySpace, etc. We are told that we are “supposed to” endure this frustration by being present on most of these sites, and yet, do we really see the compelling

evidence as to why theypay o" ? As a challenge for everyone, there is yet another powerful social network to add to the list: Foursquare. However, the GREAT news for OBCs is that Foursquare is a cost-e" ective solution to the headaches that lie in jumpstarting a strong social media presence.

What is Foursquare?Foursquare is a location- and mobile-based socialnetwork that not only allows you to check into places all over the world from your computer or mobile device, but adds a competitive twist as new adventurers and frequent regulars are rewarded with “badges” and “mayorships.” ! e games aside, Foursquare is a network on which users can share tips, recommenda-tions, and feedback about specifi c locations all across

the globe. For example, say a business owner frequents her local Starbucks every day before heading into the o# ce. Since we are allcreatures of habit, this busi-ness owner probably knows each barista by name, has nailed down her favorite drink, and has plenty of great experiences that she loves to share with hernetworks. Now, withFoursquare, this samebusiness owner has the ability to share her experi-ences and input with her Foursquare, Facebook, and Twitter communities simul-taneously; all in the time it takes to pull out her cell phone and wait in line.

! e Social Implicationsof FoursquareDue to the mobility,accessibility, and growthof the location-based social network, Foursquare canenhance your socialpresence and reinforce your brand identity through the strategic use of location. When strictly going social, Foursquare cannot promise sales or increased revenues, but CAN provide you with the ability to build a culture and identity around your locations that technology didn’t allow before

“With the amount of mobile and social media users growing every year,allocating time and dollars to mobileand social media marketing budgetsis becoming more of a necessaryreality – whether we like it or not.”

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24 Executive Suite Success Vol I, Issue 3: Sept 2010

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What’s In it For !em…not you.

Jot down a list of things you may want to use as follow up “touches.” !en narrow it down to seven and write letters or scripts to accompany each one. Save each in a file on your desktop (or better yet, on a shared file system so your managers and other sta" members have access) num-bered “Touch #1: Email”, “Touch #2: Call”, and so on. (For a FREE Prospect Inquiry Follow Up Outline template, email info@revvedresults.com.) Keep tweaking your touches until your response rate gets better and better and then stick with it.

!e two most important aspectsof your prospect inquiry followup plan:

1. Be Immediate and Memorable with your initial follow up.

2. Be Consistent and Add Value with each follow up “touch” thereafter. (No more of those “just checking in to see if you’ve made a decision” emails!)

Once you have your magic formula in place for a high percentageconversion of inquiries to tours,next up is to create that you-won’t-want-to-go-anywhere-else tour experience with a powerful sales questioning process. But first things first, focus on perfecting your initial prospect inquiry follow up andyou WILL see an increase inscheduled tours.

Lisa Engelmann, CEO of RevvedResults, Inc., and Editor-in-Chief of Executive Suite Success, is an engag-ing, out-of-the box thinker who speaks on both strategy and imple-mentation to improve performance. Lisa Engelmann and Lisa Olsonoski are co-founders of Revved Results, Inc., a professional coaching & training company. !ey work with o#ce business centers to improve their marketing and sales results, find & retain more tenants, AND gain a competitive edge through train-ing sessions and the Revved Results Mastermind Program (exclusive to executive suite owners and opera-tors). Email info@revvedresults.com or call 612-337-9599 with questions!

By Lisa Engelmann,CEO of Revved Results, Inc.

Michael GasparBrand-ConsciousSocial Media Directormichael@blackjadecreative.com

Rose MulroneyImpact-GeneratingCreative Directorrose@ blackjadecreative.com773.485.5815www.bloomandblog.com

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brokers and virtual o#ce companies. Inform them about your current promotions or any changes that you are making at your locations – the more accurate information they have, the better they can sellyour center!

Martin Senn Chief OperatingO"cer, Davinci VirtualO"ce Solutions

Martin leads the design, implemen-tation and management of alltechnologies and business operations for Davinci Virtual O#ce Solutions. He has over 20 years of technical, operational and managerialexperience. His expertise includes the development and deployment of telecommunications, call center applications & Internet technolo-gies for several private and public companies.

Davinci Virtual 2150 South 1300 East, Suite 350 Salt Lake City, UT 84106 Phone: (801) 990-9200Email: msenn@davincivirtual.comWeb: www.davincivirtual.comwww.davincimeetingrooms.com

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Since location technologies have become more advanced, Foursquare’s use of them not only allows your locations to be seen on a map, but allows those looking to see their real value. As of right now, Foursquare is receiving more than one check-in per second. Within each second is the possibility that the social landscape could be landing at your front door.

Foursquare has definitely changed the game in the respect that its design actually has the capability of bring-ing tra#c to your doorstep. Not only has location-based social net-working changed how businesses interact with their targets, but it has provided a platform on which OBCs can reinvent their marketing strate-gies. Where microblogs, tweets, and professional networking once ruled the social landscape, the “check-in” is the next step in redefining your social media presence. (For a COM-PLIMENTARY article on “Questions You Want to Answer Before

Jumping Into Social Media”, email rose@blackjadecreative.com.)

Even though the possibilities of Four-square may have you wanting to dive in right away, integrating a social net-work into your marketing strategy is a holistic process. If time, frustration, or knowing where to start are any of your concerns, outsourcing this piece of your marketing strategy is an inexpensive and high yield alterna-tive. !ere are companies popping up all over that cater to setting up small businesses with social media outlets but be SURE to work with someone who 1) understands your industry and specific needs and 2) can maxi-mize your ROI by starting witha strategy to building your brandin social media.