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Understand Participate Lead

Foursquare
for
Business
A Red Belt Training
 Moderator

ThomasCrampton.com | @ThomasCrampton
Asia-Pacific Director
Ogilvy 360°Digital Influence
Question Pane

What city are you

joining us from?
Twitter Hashtag

#4sq4biz
 Speakers

Brian Giesen | @bdgiesen John Stauffer | @John Stauffer

Regional Director, Sydney Regional Director, Hong Kong
Ogilvy 360°Digital Influence Ogilvy 360°Digital Influence
THE MOBILE
LANDSCAPE
5 Million Mobile Users
Worldwide in 2010!
5 million Billion
Mobile Users
Worldwide in 2010!
Market Growth of Location Based Services

$512 Million
in 2012
Sydney

$96
Million
in 2009
Singapore

Source: Forrester Research

Mobile  Web  Sta,s,cs

5   15   2   100  
Mobile  web  will   15K  new  users   Foursquare   100MM  
outgrow  desktop   every  day,  with   syncs  to   smartphones  
in  5  years. total  users  2MM.   top  2  SNS.   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?
>  Check  In  
>  Unlock  Badges  
>  Become  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!

1 Strategize! 2 Build! 3 Incentivize ! 4 !

Socialize
 Strategic Approach to Foursquare!

1 Strategize! 2 Build! 3 Incentivize ! 4 !

Socialize

Match Foursquare's Search for your venue Reward loyal users, ! Foursquare starts on
functionality with your on foursquare.com. get new customers. mobile but can flow onto
objective: Increased Claim your property. Foursquare's special brand websites, in-store
visibility among early Not listed? Add it so offers practically pull promotions, and other
adopters, sales leads, users can find you in people off the street and social web sites.!
more foot traffic, etc! the neighborhood.! into your business.!
 Strategize

•  Inventory the Foursquare objectives with your own business

goals. Common Foursquare objectives:

Reach & Preference Action

Positioning
•  Build positive word •  Build more walk-in
•  Greater visibility of mouth among traffic
within social media social media users
•  Reward loyal
• Audience awareness •  Incentivize user customers
among early generated content
adopters (e.g. tips) •  Increase sales

• Increased brand •  Improved search

presence in mobile
engine rankings
 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.
 Strategize
•  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
•  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.
 Build

•  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
•  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

-­‐  Fan  Page  

-­‐  Engagement  Ads  
-­‐MSFT  x-­‐
Promo,on  
-­‐  @MSAU  TwiZer   -­‐  Media  Rela,ons  
-­‐  Answer   -­‐  Blogger  
Ques,ons   Outreach  

-­‐  Loca,on  Page  

-­‐  Special  Offer   -­‐  Town  Crier  Video  
-­‐  100  mayor  invites  
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?
?

 CONTACT
Thomas Crampton

“ ”
Asia-Pacific Director | 360° Digital Influence
One company that goes with this online-initiated flow is
Ogilvy Hong Kong
Ogilvy Public Relations. p +852 6397 1662
e thomas.crampton@ogilvy.com
t @thomascrampton

Brian Giesen
Regional Director | 360° Digital Influence
Ogilvy Sydney

“ 25 China Experts you should follow on

Twitter… Thomas Crampton
”
p +61 2 8281 3853
e brian.giesen@ogilvy.com.au
t @bdgiesen

John Stauffer
Regional Strategy Director | 360° Digital
Influence
Ogilvy Hong Kong
p +852 9661 0998

“
Ogilvy's digital specialist Brian Giesen outlined the
best strategies for getting business results on social
networking site Twitter. ”
e john.stauffer
t @johnstauffer
For case studies...
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