ogilvy on: how to use foursquare for business
TRANSCRIPT
Social Media Belts
Social Media Black Belt
Social Media White Belt
Understand
Social Media Red Belt
Lead Participate
Foursquare for
Business A Red Belt Training
ThomasCrampton.com | @ThomasCrampton Asia-Pacific Director Ogilvy 360°Digital Influence
Moderator
Question Pane
What city are you joining us from?
#4sq4biz
Twitter Hashtag
Brian Giesen | @bdgiesen Regional Director, Sydney Ogilvy 360°Digital Influence
Speakers
John Stauffer | @John Stauffer Regional Director, Hong Kong Ogilvy 360°Digital Influence
THE MOBILE LANDSCAPE
5 Million Mobile Users Worldwide in 2010!
5 million Billion Mobile Users Worldwide in 2010!
Sydney
Singapore
$512 Million in 2012
$96 Million in 2009
Market Growth of Location Based Services
Source: Forrester Research
Mobile Web Sta,s,cs
5 15 2 100 Mobile web will outgrow desktop
in 5 years.
15K new users every day, with total users 2MM.
Foursquare syncs to top 2 SNS.
100MM smartphones
in China by 2010.
Experiencing Foursquare
Foursquare successfully introduced loca,on-‐based services to the world.
See friends’ loca,ons Check-‐in on the go Sync to SNS Collect badges
Jiepang: China’s Foursquare
See friends’ loca,ons Check-‐in on the go Sync to SNS Collect badges
WHAT IS FOURSQUARE
POLL QUESTION
Have you ever “checked in” on Foursquare?
> Ch
eck In
> Unlock Ba
dges
> Be
come Mayor
> Deals & Offers
> Useful Tips
WHO IS USING FOURSQUARE?
Foursquare Users
“Go back 3 years… TwiZer
was being used by the same
crowd as Foursquare today.”
“It will be bigger than TwiZer.”
Robert Scoble @scobleizer
Foursquare Users
2.4 MILLION PEOPLE USE FOURSQUARE GLOBALLY
40% OF USERS ARE FROM OUTSIDE THE UNITED STATES
Large communi,es in Australia, Singapore, Hong Kong, Malaysia and Indonesia
SOURCE: FOURSQUARE, AUGUST 2010
Foursquare Users
JUST ONE YEAR AGO 65X FEWER PEOPLE USED FOURSQUARE
SOURCE: COMPETE.COM, AUGUST 2010
Foursquare Users
38% MORE LIKELY TO BE ASKED FOR THEIR OPINION ON PRODUCTS
SOURCE: FOURSQUARE, AUGUST 2010
Brands on Foursquare
POLL QUESTION
Is Your Business Featured on Foursquare?
Strategic Approach to Foursquare!
1Strategize! 2 Build! 3 Incentivize! 4 Socialize!
Strategic Approach to Foursquare!
1Strategize! 2 Build! 3 Incentivize! 4 Socialize!
Search for your venue on foursquare.com. Claim your property. Not listed? Add it so users can find you in the neighborhood.!
Match Foursquare's functionality with your objective: Increased visibility among early adopters, sales leads, more foot traffic, etc!
Reward loyal users, !get new customers. Foursquare's special offers practically pull people off the street and into your business.!
Foursquare starts on mobile but can flow onto brand websites, in-store promotions, and other social web sites.!
Strategize
Reach & Positioning
• Greater visibility within social media
• Audience awareness among early adopters
• Increased brand presence in mobile
Preference
• Build positive word of mouth among social media users
• Incentivize user generated content (e.g. tips)
• Improved search engine rankings
Action
• Build more walk-in traffic
• Reward loyal customers
• Increase sales
• Inventory the Foursquare objectives with your own business
goals. Common Foursquare objectives:
Strategize
• For users, Foursquare is a game
above anything else and that is
part of the reason for the addictive
quality.
• Ask any foursquare user and
they’ll tell you about their stats,
the places where they are Mayor
and the badges they’ve earned.
• Be sure your business strategy
taps into the competitive spirit of
the game.
• After identifying the objective, install the
Foursquare application on your own mobile phone.
Like many social apps, you have to use to really
“get it”.
• Tell your staff about Foursquare and encourage
them to check in to the venue.
• Foursquare makes this easy with a Staff section
so that you can separate employees from
customers and empower employees to directly
interact with customers.
Strategize
Strategize
• Foursquare also allows
businesses to integrate their
venue with other social
networks like Twitter and
Facebook.
• Be sure to link any social
networking sites to your new
foursquare page to utilize
Foursquare social syndication
features
Build
• Claim your venue on
FourSquare.com by searching
your business name among the
list of registered venues.
• If you see your venue listed,
click “claim” to become the
official owner.
Build
• If you don’t see your place
of business, you can add it
to the list of venues in the
neighborhood.
• Click the “add things”
button on the homepage
to tell Foursquare about
your business.
• Now, when anyone in the
neighborhood logs into
foursquare with their mobile
phone, they’ll see your
business listed as “nearby”.
• “Oh, I had no idea Village
Tavern was on this block. I
love that place.”
Build
Build
• Foursquare provides businesses with
detailed analytics measuring the
traffic, frequency, time of day, and
comments posted by users checking in
to your location.
• Track analytics immediately upon
adding your venue. Think of ways to
use Foursquare as an intelligence tool.
• “We have a check-in slump between
3-6pm. What can we do to bring
people in the doors at that time?”
Incentivize
• Use foursquare to build special deals for your users.
You can customize a variety of different offers for your
customers:
1. Mayor Specials: this is your single most loyal customer on
foursquare with the most check-ins. How can reward your best
customer?
2. Frequency-based Specials: these offers are unlocked every X
check (e.g. Foursquare users get a 10% off every third check in
3. Check-In Offers: unlocked when a users checks into your venue.
(e.g. show your check in to the waiter for a free drink!)
4. Wildcard Specials: always unlocked but the staff has to verify a
special condition (e.g. show us your Newbie Badge to earn a free
night’s stay!)
Incentivize
1. Mayor Specials: this is
your single most loyal
customer on foursquare
with the most check-ins.
How can reward your
best customer?
Incentivize
2. Frequency-based
Specials: these offers are
unlocked at regular
intervals to reward and
encourage frequent check
ins.
"Foursquare says you've been
here 10 times? That's a free
drink for you!"
Incentivize
3. Check-In Offers:
unlocked when a users
checks into your venue.
(e.g. show your check in to
the waiter for a free
drink!)
Incentivize
4. Wildcard Specials:
always unlocked but the
staff has to verify a special
condition (e.g. show us
your Newbie Badge to earn
a free night’s stay!)
Incentivize
• Your venue specials will appear on
the check in page of any user near
by – whether they know about
your business or not!
• Foursquare users can browse
nearby locations and see “Hey,
there’s a special nearby. Oh
Hawaiian Coffee & Smoothies. I
could use a coffee right now.”
Incentivize
• Users will often post tips for other
foursquare users.
• Become part of the Foursquare
community by reading the tips for
customer insight.
• Business owners are also able to post
tips to alert users to new products or
services.
• Users will see the tips you and others
have posted each time they check in.
Socialize
• After you’ve nailed the basics –
venues, specials, tips – it’s time to
Socialize Foursquare beyond the
mobile application into all all Marcom
assets – websites, direct mail, pr,
advertising.
• Consider featuring the Foursquare
venue on the corporate website so
visitors know you’re on foursquare
before they head out the door.
Socialize
Socialize
Socialize
• Beyond the web, let users
know you’re hip to foursquare
as they walk in the door.
• Promote the specials in-store
to alert customers to the
exclusive offers. This is a
great way to increase the
check-ins for newly created
venues.
Socialize
Socialize
• For advanced users, there are a collection of third party
applications that make use of Foursquare’s data. TurnSocial, for
example, takes the tips and comments and streams those directly
to a business homepage.
CASE STUDY: MICROSOFT AUSTRALIA OFFICE MAYOR MEETUP
Office Mayor Meetup Microsoft Australia Case Study
-‐ Loca,on Page -‐ Special Offer
-‐ 100 mayor invites
-‐ @MSAU TwiZer -‐ Answer Ques,ons
-‐ Fan Page -‐ Engagement Ads
-‐MSFT x-‐Promo,on
-‐ Media Rela,ons -‐ Blogger Outreach
-‐ Town Crier Video
Yes. There Was a Town Crier!
“One of the first major brands in Australia to make a foray into Foursquare”
“Foursquare can be useful, but admit we didn’t think of this par,cular op,on.”
“The early adopters of Foursquare suited Microsoj’s aims.”
258 Mayors Checked Into the Event
• 5.5 million Australians via print, online news, blog coverage and
TwiKer
• 568 Tweets
• Nearly all posiNve
RESOURCES: HOW TO IMPLEMENT YOUR FOURSQUARE STRATEGY
Additional Resources
Getting Started:
• http://foursquare.com/businesses/
• http://www.asiadigitalmap.com/category/foursquare-2/
Staying Smart:
• http://blog.foursquare.com/
• http://mashable.com/social-media/foursquare/
• http://www.readwriteweb.com/tag/foursquare
Slideshare Presentations:
• http://www.slideshare.net/CMSummit/dennis-crowley-foursquare-4432358
• http://www.slideshare.net/kvang/locationbased-marketing-foursquare-businesses
• http://www.slideshare.net/dlin5/geo-loc-services01-4491918
• http://www.slideshare.net/markingegno/location-based-services-foursquare-and-gowalla
? Any Questions?
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“
“
Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” “
www.asiadigitalmap.com For case studies...
CONTACT Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e [email protected] t @thomascrampton
Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p +61 2 8281 3853 e [email protected] t @bdgiesen
John Stauffer Regional Strategy Director | 360° Digital Influence Ogilvy Hong Kong p +852 9661 0998 e john.stauffer t @johnstauffer
asiadigitalmap.com