Foursquare B2B Marketing

Stephanie Caruso, Paige Mullen, Brett Peters, Mari Stroh

Agenda

● Foursquare and its use in B2B● Activity round 1● Industries that use Foursquare● Activity round 2● Benefits, challenges, and success of Foursquare ● The future● Activity round 3● Questions

What is Foursquare?

● Location-based social media app● Makes ‘checking in’ a game● Become the ‘mayor.’● Earn points, badges and specials

http://vimeo.com/35640651

In B2B

Foursquare Businesses Customers

Activity Round 1

DA ROOLZ:● Three 60 second rounds● ‘Check in’ by writing your name as many

times as you can● Cannot ‘check in’ twice in a row● The winner has the most check ins, and will

be the ‘mayor’ of each location

In B2B Industries

• Hotelo Applications of foursquare already existo Creative Promotionso List of nearby attractions to engage with guests

● Retail

○ Drive awareness and foot-traffic sales

○ Chance to win tickets to Fashion Week

• Food & Beverageo Discover new restaurantso GrubHub

• Entertainment

Industry Spotlight

• VH1 uses Foursquare for Save the Music in 2011

• Fans that follow VH1 could earn a limited edition Save the Music badge for checking into any music venue

• 35,000 users unlocked the badge

Business Application Examples

• Walgreenso $1,000 gift card giveawayo 500 tips

“Marketer’s dream - it is measurable and drove customers to the store” - Adam Kmiec, Walgreens head of social media

• Redboxo Free Movie Monday promotion

• Pepsio Pepsi Summer Fun badgeo World Series tickets or other prizeso Brand Awareness

Activity Round 2

Let’s go again! You know what to do. Ready? Set. Go.

Benefits & Challenges

Benefits:

• Positive WOM

• Get people in the door

• Hear tips and reviews from customers

• Unique content and Pictures

• Create business buzz through competition

Challenges:

• Lack of involvement, low user rates

• People “Don’t get it”

• Not concrete results

Tracking Success

• Increased Positive WOM

• By signing up for Foursquare’s free merchant platform, it includes access to your venue stats dashboard that lets you track your customer foot traffic over time.o Business Analytics

Future Trends• Groupon → Specials and discounts

• Grubhub → Home delivery

• Night flyer → Nightlife promotions and specials

• App Collaboration

• Check-in based incentives (coupons) o Increase saleso Gets people in the dooro Check-in act as WOM

Activity Final Round

Go big or go home. This one is for all the marbles.

Conclusion

● The essence of Foursquare is its promotions, making it an idea avenue for businesses

● It was built to help businesses enter the conversation that consumers are already having

● Foursquare has expanded its B2C applications, but still has a long way to go before it masters B2B use

Thank you

Questions