Foursquare for Bussines OGILVY

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    Social Media Belts

    Social MediaBlack Belt

    Social MediaWhite Belt

    Understand

    Social MediaRed Belt

    LeadParticipate

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    Foursquare

    forBusinessA Red Belt Training

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    ThomasCrampton.com | @ThomasCramptonAsia-Pacific Director Ogilvy 360Digital Influence

    Moderator

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    Question Pane

    What city are you joining us from?

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    #4sq4biz

    Twitter Hashtag

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    Brian Giesen | @bdgiesenRegional Director, SydneyOgilvy 360Digital Influence

    Speakers

    John Stauffer | @John Stauffer Regional Director, Hong KongOgilvy 360Digital Influence

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    THE MOBILE

    LANDSCAPE

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    5 Million Mobile UsersWorldwide in 2010 !

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    5 million Billion

    Mobile UsersWorldwide in 2010 !

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    Sydney

    Singapore

    $512 Millionin 2012

    $96

    Millionin 2009

    Market Growth of Location Based Services

    Source: Forrester Research

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    Mobile Web Sta,s,cs

    5 15 2 100Mobile web will

    outgrow desktop

    in 5 years.

    15K new usersevery day with

    total users 2MM.

    Foursquaresyncs to

    top 2 SNS.

    100MMsmartphones

    in China by 2010.

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    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

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    Jiepang: Chinas Foursquare

    See friends loca,ons Check-in on the go Sync to SNS Collect badges

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    WHAT IS

    FOURSQUARE

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    POLL QUESTION

    Have you ever checked in onFoursquare?

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    > C h e c k I n

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    > U n l o c k B a d g e s

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    > B e c o m e M a y o r

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    > D e a l s &

    O ff e r s

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    > U s e f u

    l T i p s

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    WHO IS USING

    FOURSQUARE?

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    Foursquare Users

    Go back 3 years TwiZer

    was being used by the same

    crowd as Foursquare today.

    It will be biggerthan TwiZer.

    Robert Scoble@scobleizer

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    Foursquare Users

    2.4 MILLIONPEOPLE USE FOURSQUAREGLOBALLY

    40% OF USERS ARE FROMOUTSIDE THE UNITED STATES

    Large communi,es in AustraliaSingapore Hong Kong Malaysia andIndonesia

    SOURCE: FOURSQUARE AUGUST 2010

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    Foursquare Users

    JUST ONE YEAR AGO65 X FEWER PEOPLE USED FOURSQUARESOURCE: COMPETE.COM AUGUST 2010

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    Foursquare Users

    38% MORELIKELY TO BEASKED FOR THEIROPINION ONPRODUCTS

    SOURCE: FOURSQUARE AUGUST 2010

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    Brands on Foursquare

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    POLL QUESTION

    Is Your BusinessFeatured onFoursquare?

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    Strategic Approach to Foursquare !

    1 Strategize ! 2 Build! 3 Incentivize ! 4 Socialize !

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    Strategic Approach to Foursquare !

    1 Strategize ! 2 Build! 3 Incentivize ! 4 Socialize !

    S earch for your venueon foursquare.com.Claim your property.Not listed? Add it so

    users can nd you inthe neighborhood. !

    Match Foursquare'sfunctionality with yourobjective: Increasedvisibility among early

    adopters, sales leads,more foot trafc, etc !

    Reward loyal users, !get new customers.Foursquare's specialoffers practically pull

    people off the street andinto your business. !

    Foursquare starts onmobile but can ow ontobrand websites, in-storepromotions, and other

    social web sites. !

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    Strategize

    Reach & Positioning

    Greater visibilitywithin social media

    Audience awarenessamong earlyadopters

    Increased brandpresence in mobile

    Preference

    Build positive wordof mouth amongsocial media users

    Incentivize usergenerated content(e.g. tips)

    Improved searchengine rankings

    Action

    Build more walk-intraffic

    Reward loyalcustomers

    Increase sales

    Inventory the Foursquare objectives with your own businessgoals. Common Foursquare objectives:

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    Strategize

    For users, Foursquare is a gameabove anything else and that is

    part of the reason for the addictive

    quality.

    Ask any foursquare user and

    theyll tell you about their stats,

    the places where they are Mayorand the badges theyve earned.

    Be sure your business strategy

    taps into the competitive spirit of the game.

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    After identifying the objective, install theFoursquare 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 fromcustomers and empower employees to directly

    interact with customers.

    Strategize

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    Strategize

    Foursquare also allowsbusinesses to integrate their

    venue with other social

    networks like Twitter and

    Facebook.

    Be sure to link any social

    networking sites to your newfoursquare page to utilize

    Foursquare social syndication

    features

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    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.

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    Build

    If you dont 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 aboutyour business.

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    Now, when anyone in theneighborhood logs into

    foursquare with their mobile

    phone, theyll see your

    business listed as nearby.

    Oh, I had no idea Village

    Tavern was on this block. I

    love that place.

    Build

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    Build

    Foursquare provides businesses withdetailed 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 touse 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?

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    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 Xcheck (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 aspecial condition (e.g. show us your Newbie Badge to earn a free

    nights stay!)

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    Incentivize

    1. Mayor Specials: this isyour single most loyal

    customer on foursquare

    with the most check-ins.

    How can reward your

    best customer?

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    Incentivize

    2. Frequency-basedSpecials : these offers are

    unlocked at regular

    intervals to reward and

    encourage frequent checkins.

    "Foursquare says you've been

    here 10 times? That's a free

    drink for you!"

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    Incentivize

    3. Check-In Offers:unlocked when a users

    checks into your venue.

    (e.g. show your check in to

    the waiter for a freedrink!)

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    Incentivize

    4. Wildcard Specials:always unlocked but the

    staff has to verify a special

    condition (e.g. show us

    your Newbie Badge to earna free nights stay!)

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    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,

    theres a special nearby. Oh

    Hawaiian Coffee & Smoothies. I

    could use a coffee right now.

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    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 othershave posted each time they check in.

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    Socialize

    After youve nailed the basics

    venues, specials, tips its 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 youre on foursquare

    before they head out the door.

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    Socialize

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    Socialize

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    Socialize

    Beyond the web, let users

    know youre 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.

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    Socialize

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    Socialize

    For advanced users, there are a collection of third party

    applications that make use of Foursquares data. TurnSocial, for

    example, takes the tips and comments and streams those directly

    to a business homepage.

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    CASE STUDY:

    MICROSOFT AUSTRALIA

    OFFICE MAYOR MEETUP

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    Office Mayor MeetupMicrosoft 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- BloggerOutreach

    - Town Crier Video

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    Yes. There Wasa Town Crier!

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    One of the rst major brands in Australia tomake a foray into Foursquare

    Foursquare can be useful but admitwe didnt think of this par,cularop,on.

    The early adopters of Foursquare suited Microso s aims.

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    258 Mayors Checked

    Into the Event

    5.5 million Australiansvia print, online news,

    blog coverage andTwiKer

    568 Tweets

    Nearly all posi ve

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    RESOURCES:HOW TO IMPLEMENT YOUR

    FOURSQUARE STRATEGY

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    Additional ResourcesGetting 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

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    ?Any Questions?

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    One company that goes with this online-initiated flow is

    Ogilvy Public Relations .

    25 China Experts you should follow on

    Twitter Thomas Crampton

    Ogilvy's digital specialist Brian Giesen outlined thebest strategies for getting business results on socialnetworking site Twitter.

    www.asiadigitalmap.comFor case studies...

    CONTACTThomas CramptonAsia-Pacific Director | 360 Digital Influence

    Ogilvy Hong Kongp +852 6397 1662e [email protected] @thomascrampton

    Brian GiesenRegional Director | 360 Digital InfluenceOgilvy Sydneyp +61 2 8281 3853e [email protected] @bdgiesen

    John Stauffer Regional Strategy Director | 360 DigitalInfluenceOgilvy Hong Kongp +852 9661 0998

    e john.stauffer t @johnstauffer

    asiadigitalmap.com