Millions of times each day, people use Foursquare to check in and share where they are. Whether checking out a new restaurant, meeting up with friends, or visiting a favorite place, they log and share their adventures. Having your business or brand on Foursquare can be a big part of that experience.
Foursquare is a location-based social networking site for mobile devices. Users “check in“ at locations using a mobile website, text messaging or a device-specific application by choosing from places the application locates nearby, or from a saved list of personal favorites. Each check-in awards the user points - and sometimes "badges".
Foursquare was created in 2009 and, as of April 2012, the company reported it had 20 million registered users. There is an average of about 3 million daily check-ins, with over a billion check-ins recorded since its launch.
Foursquare turns city maps into virtual game boards, making social location marketing FUN! When Foursquare members check in at a location, that information is sent to all their social media followers. So when someone checks into a business, all of their Foursquare, Twitter and Facebook followers are alerted – and the name of THAT business location is blasted far and wide. The business goes positively viral – in a moment! If a user checks in enough times at a location, they can be proclaimed as its “Mayor.” If they give a shout-out from their favorite gym 10 times in a month, they might get a badge naming them a "Gym Rat." It’s that gaming component which is the site's hook and addictive factor — one that pushed it past 150,000 users in its first nine months.
Friends compete against friends to check in at various locations. Foursquare “Mayorships“ are awarded to Foursquare users with the most days checked into a venue over the last 60 days. The mayor will always be visible on the Foursquare page, as well as on all the mobile client’s. Special rewards can be made available for those crowned as an incentive to check in - again and again!
Earning badges is a way users can show one another they are “more social” than their friends. Elite badges allow the best of the best to stand out – which gives bragging rights AND highlights the businesses that were checked into! Foursquare's location-specific information can show where friends are, or even display special offers for the mayor of a location.
Users can also leave a “tip” about a location to share. A tip is a suggestion for other people on Foursquare. Tips can be added to any venue, and they remain attached to that venue forever. Tip ideas include:
- > A favorite item on a menu, or something someone would like to see on a menu
- > The name of a favorite server or bartender
- > Where to find the best table
- > Where to find the cleanest restrooms
- > Where to find the best food in a stadium or airport
- > And lots more!
Other users can see any tips left on a venue’s page on the Foursquare website, on the venue’s information screen on their mobile app, or by searching for nearby tips within the mobile app. Links can be included with a tip (when added from a website) that can link to more information - or to a special offers page, for instance.
There is one constant to almost every business success story: offering specials. With Foursquare, a “Special” is a free way to get new customers and engage your best ones! Here are a few ideas:
- > A discount with purchase (such as, ‘spend $50 and get $10 off’). It’s a great way to push your sales higher!
- > Something free (for example: ‘enjoy a free dessert if you buy an appetizer and main course’). These are often low cost and high impact.
- > Special treatment (at a zoo: ‘check in on Foursquare for private access to the penguin feeding’). These have no cost and create a great connection!
- > Reward your best customers (the classic Special is, “free coffee on your fifth visit’). It’s like a digital punch card.
Setting up a Special is free, takes just a couple of minutes, and can yield amazing results in gaining new customers and creating loyalty for your business.
Once a business is claimed on Foursquare, access is available to real-time data about customers, including:
- > Total daily check-ins over time
- > Most recent visitors
- > Most frequent visitors
- > Gender breakdown of customers
- > What time of day people check in
- > Portion of Foursquare check-ins that are broadcast to Twitter and Facebook
What does all of this mean for small businesses? Foursquare offers a fun way for customers to find and compete for the spotlight – and special offers - at any location. Business owners can use Foursquare to promote themselves, gain new business, and build customer loyalty. It’s free, it’s fun, and it’s a great way to be social - for your business!
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