Top 10: Ways Enterprise Marketers Can Leverage foursquare

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While user adoption of Foursquare is growing at a staggering pace, many brands are taking a wait and see approach before adding Foursquare to the marketing mix. This presentation discusses the Top 10 ways enterprise marketers can leverage foursquare as well as the top 4 challenges enterprises face with foursquare.


Slide 1

10Top Ways Enterprise

Marketers Can Leverage foursquare

social marketing software

produced by

Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc

social marketing software

before we talk about

opportunities, we need to

understand the challenges

4challenges of enterprise marketing on foursquaresocial marketing software

Thousands of venues are beingcreated daily. Managing these venues and maintaining consistency across

these channels is a tremendous challenge for brands.

Venue Ownership & Management

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There is no simple way to create a single tip to share with multiple

venues. Creating tips for multiple locations is a manual process that

requires constant updating and management.

Simple Tip Creation & Management

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Venue ownership must be established to create Specials Nearby, however

specials can not be created for multiple venues simultaneously. Also, custom

badges can not created without the help of foursquare directly.

Access to Specials & Badges

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There are only loose tie-ins between foursquare and existing

corporate loyalty programs.

Integration with Loyalty Programs

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all challenges are opportunities in disguise

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10Ways Enterprise Marketers Can Use foursquare

social marketing software

1 Venues get created by individual members and can be missing information, 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

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Once businesses establish ownership of their venues they can access real-time data including who has checked in,

when they arrived, the male-to-female customer ratio and which times of day are more active for certain customers.

Venue owners can also offer instant promotions to try to engage new customers and keep current ones.

Venue ownership has its privileges

One of the easiest ways to get started in foursquare is to utilize the Tips. For example, a user who checks into a local movie theater can get a Tip saying Be sure to check out the

newest comedy from Will Ferrell. This helps to influence and drive traffic to point of sale conversions.

Utilize Tips


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HISTORY: Utilizing TipsCaseStudy

Teaming up with foursquare for the AMERICA THE STORY OF US

promotion reinforces the HISTORY brand's 360 degree approach of

aggressively reaching our viewers in new platforms,"

Chris Moseley, SVP of Marketing for HISTORY.

Tips placed at Historically significant locations around the country

Tips are focused on location but serve to promote the TV show America: The Story of US

Users automatically entered into a sweepstakes, in which 10 randomly selected users will win prizes each week from April 25 through June 6


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.


Sources: 'America: The Story of Us' Is History Channel Record Breaker, The Wrap by Brent LangHistory Channel Launches Foursquare Campaign and a New Badge, Mashable, by Jolie ODell

Sure it sounds creepy, but many Foursquare users are also using 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 and

information in front of them.

Follow your Visitors


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The Pit BBQCaseStudy

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 to

patrons on Twitter and foursquare Rewarded foursquare mayors and social media

followers with lunch


Solid Buzz across multiple channels

Loyal followers and patrons

Identified brand enthusiasts and influencers to spread the word and encourage repeat business

The restaurant is constantly packed and continuing to benefit from developing relationships through social channels


Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown, Social Fresh by Jason KeathSocial Media Case Study: How The Pit Uses Twitter and Foursquare, 1918 Internet Services, by Phil Buckley

4 While some of your social media savvy customers will checkin and adopt foursquare, a majority dont even know it exists. Therefore, its important to promote foursquare deals and specials to your customer base to increase participation.

Market your Participation

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Harvard UniversityCaseStudy

First university to use foursquare to help students explore their campus and surrounding places of interest

Users can create an up-to-date ratings of stores, restaurants, businesses, and other venues throughout Harvard Square

Users can earn points, and ultimately acquire coveted foursquare badges


Marketed a new channel to students and visitors to help explore surrounding area

Buzz for students and visitors alike

Channel to highlight local tips

Encourages students to explore their campus with tips


Sources: '21 Unique Location Examples from Foursquare, Gowalla, Whrrl, and MyTown, Social Fresh by Jason KeathHarvard on Foursquare, Harvard Gazette

PlaceWidget makes it easy to add your foursquare venue

information to your companys website or

Facebook page with just a few clicks.

Source: About Foursquare

5 Although the percentage of visitors using foursquare is relatively small, having users check-in, and share that check-in virally is a powerful marketing tool. Encourage each check-in to 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. In order to do this you need to claim your venue (see point 1.) Once a special is offered, foursquare includes a Special Icon next to your venue when it is listed in search results.

Offer a Special

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Source: About Foursquare

American Eagle Outfitters is offering a 15% discount to foursquare users who check in at 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 a

coupon code for cashiers to use.

Source: About Foursquare

Because of the viral nature of social media its important that your audience can access your companys information through

several channels. Many multi-location venues typically have one Facebook Fan Page. Think about a main corporate page

and multiple local pages. Publish relevant info to one or both.

Mirror your Venue(s) on Facebook


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The Facebook widget (above) is automatically added as a tab on your companys page through a Facebook application. With more screen real estate to work

with, the Facebook version adds a map of your venues location to the information provided by the widget.

foursquare even uses it on their own Facebook page.


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


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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. Any size, any flavor. Offer valid until 6/28.

5 Unique foursquare Specials1. Reserved parking spot for the Mayor at

MarketFair Mall in Princeton, NJ.

2. Escalating rewards for checking in and bringing more friends along at B&O American Brasserie in Baltimore, MD

3. Free Black Beauty rides for the Mayor of Britt Reids Garage at Comic-Con San Diego. The garage was set up by Columbia Pictures to promote their film The Green Hornet. The Mayor of the garage got a free ride 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 Restaurant Max in Minneapolis.

5. Free round of shots for the Mayor and five friends at Front Page News in Atlanta.


9 Use Foursquare to identify your most loyal customers and encourage them to spread the word. Offer specials targeted at 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 correspond

with select Bravo shows including The Real Housewives, The Millionaire Matchmaker, Top Chef, Kell on Earth, Top Chef Masters

and Shear Genius.

10 Brands can benefit by rewarding first time check-ins to encourage new customers to visit locations. While most brands are focused on rewarding repeat customers, there is

an opportunity to reward first time customers.

Offer First Check-In Promotions

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Influence Matters Earn points and word of mouth Customer loyalty deserves rewards Invest in growth Test and grow

Closing Thoughts

foursquare Perspectives is a free tool that provides brands with valuable and useful insights about how foursquare users are interacting with their physical locations.

The report delivers key statistics including: total venues total check-ins unique visitors total mayorships

The Awareness Social Marketing Hub helps marketers publish, manage, and measure their marketing 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, business unit 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 social

marketing campaigns

Measure success across social media channels



Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc

Interested in a Demo? Contact me today!

Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinc

social marketing software

Photo CreditsThe 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


Photo CreditsThe following images were licensed from iStockPhoto:

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