Location base

for consumers

“STATE OF THE UNION”

WHAT IS IT: A location-based app that helps you explore your city, connect with friends

WHAT CAN YOU DO: check in to places + discover new places + share w/ friends + get tips about places + get deals + earn points and badges + keep track of visits

MOST RECENT STATS: USERS: more than 10,000,000 million worldwide

VENUES: more than 25 million

CHECK-INS: more than one billion (every second, 35 people check in somewhere)

*last updated Oct 25

WHAT’S NEW? JUST RELEASED: version 4.0 for Foursquare.com, iPhone, and iPad

THE EVOLUTION: more than just “check ins”; share experiences & expertise, unlock rewards, deal; explore the world; DISCOVERY

NEW - MAP trending = yellow; places on your lists = green; specials = orange; popular places = blue

NEW - TIME SENSITIVE: recs change depending on what time you visit (e.g., 11:30am = lunch recommendations; 5:00pm dinner suggestions, Saturday = weekend activities)

WHAT’S NEW?

NEW - LIST DISCOVERY: Lists help you find the best of everything… Traveling? Find sightseeing spots before you land. The official scoop? Follow thousands of publications, celebs, and brands. Local tips? Tap into foursquare’s community’s expertise.

NEW - RADAR: leverages Apple’s new iOS 5 functionality (“region monitoring.”) Opt in to Radar, Foursquare sends push notifications when you’re nearby places on the Lists you’ve created, Lists you follow. Also, alerts you when 3+ friends are checked in at a location within walking distance.

WHAT’S NEW?

SOUNDTRACKING - Lets you add a song to your location and check in to foursquare at the same time. Whether you’re lacing up for your morning run, singing your heart out at your neighborhood karaoke joint…

Social Local Mobile

for businesses and brands

for businesses and brands

Free tools to help businesses attract new customers and build loyalty within existing ones:

1. foursquare Merchant platform

2. foursquare pages

3. foursquare Developer Platform

Merchant platform

Whether you're a national chain, a mom-and-pop shop or anywhere in between, you can attract new

customers or reward our most loyal ones by offering foursquare Specials – mobile coupons, prizes, discounts or experiences – which are

presented to users when they check in at or near your venue.

Merchant platform

Manage your venue page

Edit your venue name, address, phone number, Twitter handle, website, description, etc

Manage all of your venues easily from one dashboard by creating custom venue groups

Merchant platform

See your venue stats in a dashboard

Sort by any time period

Total Check-ins and Avg. Check-ins per Day

Social Reach

Gender Breakdown

Downloadable CVS file

Check-ins by Day

Time Breakdown

Age Breakdown

Merchant platform

Offer specials presented to users near your venue

7 types of specials

Select a special, manage campaigns in one or several venues and track analytics

Pages

Creating a free Page on foursquare is a great way to create a branded foursquare experience and engage users through location-tagged "Tips" &

thematic "Lists"

By following your foursquare Page, users can receive your branded Tips when they check-in nearby.

Tips and To-Dos are suggestions or actions that users can accomplish now or save for later.

Organizing your Tips into Lists creates structured engagement with your followers.

Developers platform

Check-in functionality

Integrate check-in functionality and foursquare Tips to your mobile app

Deepen customer engagement by layering foursquare on top of your existing loyalty card program.

Utilize "Add to foursquare" buttons and our API to enable users to interact with your marketing messages. Users can choose to have your venues surface in foursquare when they're nearby to remind them of an item they'd like to buy!

Loyalty Card Integration

Local Marketing Call to Action

Partner badges

Partner Badges are the only offering that have a fee attached.

foursquare Partner Badges are achievements or rewards that a person receives after they follow a foursquare Brand Page and check in to a number of locations.

Corcoran Group

The Corcoran Group noticed that for people looking for a place to live, the neighborhood is as important as the space they will live in. Their social strategy is based on answering the question “How does it feel like to live here?”. They have a Twitter Account and Facebook Page where they share relevant content and information to engage with consumers living in New York City. In Foursquare, they translate all the content they have online to Venue Tips you can access through your phone. Each tip provides true local insights of the venues, things only locals would know. The more helpful and insightful the tip is, the more time people spend with them.

They are also learning from the interactions consumers have with them. In Foursquare, people can either put a tip in a to do list or they can checked it once they have done it. This way, they know what tips are being useful for their consumers and take the input to generate more relevant content. They are also taking this content to include it in their apartment listings and their Facebook/Twitter Accounts. If you enter their Mobile App, with each listing you will find the most popular tips people voted in Foursquare in that neighborhood. This way, their consumers can really know “How it feels like to live there”, and they are not only hearing of it from the agent, but from the people that actually live there.

•Launched in August 2010.

•The three components: to help you share where you are, to help you find your friends, and to discover new places around you.•One difference between Foursquare and Facebook Places is that Facebook doesn’t just show you nearby places, but places it thinks are relevant to you.

•Facebook Places provides free word-of-mouth advertising for businesses. Customers who check in will automatically be telling their friends about it.

Facebook Places

•Businesses are adding their locations to Places so that they show up on users’ phones when they are in the vicinity. Ground-level businesses most likely will show up on Places with or without the business owner’s consent. Businesses must verify a Place claim by providing documentation such as a business license.

•Deals, similar to Groupon’s deal offers, was an app within Facebook’s iPhone app. It was launched in November 2010 and was shut down four months later.

•There’s been concern that Places tracks the locations of a person once they check in somewhere, however, it is not a tracking device. In order for a person’s location to be announced, the user must check in.

Facebook Places

•Launched in 2009.

•There were two new components to Gowalla’s version 3 app, which was released in 2010. First, there is the integration with Foursquare, which allows users to broadcast their check ins on not only its app but also Twitter, Tumblr, Facebook Places and Foursquare. You can even earn Foursquare Badges.

•The second component is the Universal Activity Feed, which is an aggregated stream of check ins from Foursquare, Gowalla and Facebook Places, enabling users to see their friend’s geosocial activities from one interface.

Gowalla

•Gowalla offers seven main ways to engage with the customer: •Passports – just as Gowalla users create “Passports” to document their adventures, brands can too. For example, Red Bull, maintains a Passport and checks into places where people should be drinking it.

•Custom Stamps – when users check in to “Spots” on Gowalla, they earn stamps, which act as virtual bling for their passports.

•Pins for Tips – Gowalla offers 16 preset pins for businesses and brands. When users complete specific trips, which entails them to check in to specific places, they earn a pin.

•Pins for Challenges – users can earn pins for completing a challenge. An example of a challenge is a user checking in to a pub 10 times and earning the “Pub Crawl” pin.

•Virtual Items – an example is Tazo Tea, which partnered with Whole Foods, created three virtual teas that users could collect by checking in to Whole Foods. There was increased awareness for both businesses, especially Whole Foods where check ins amounted to more than a 100% increase over the monthly average.

•Highlights – a subjective way to share information about places that are important to you without having to check in. An example is CNN’s iReport, which was the first case study of branded Highlights on Gowalla. Highlights are submitted to iReport on Gowalla and if the user’s report is published, they receive an iReport pin.

•Claiming a Spot – like Facebook Place’s Place claims, Gowalla offers businesses with physical locations, the option to claim their Spots on Gowalla. Each time a user checks in to a Spot, they are essentially endorsing the business to their entire network.

Gowalla

Integrated campaigns

AMERICAN EXPRESS

AMERICAN EXPRESS launched its Foursquare campaign with a test in Austin, Texas in March 2011 and going national this June.

On July, it expanded the daily deals campaign to Facebook.

American Express users can sign up and link their personal credit cards to their Foursquare accounts.

They can find merchants nearby offering special deals or discounts for Amex Foursquare registrants.

Users must check in at the location to unlock the deal. They can then tap the “Load to Card” button and send the

deal to their Amex card. If they use that card to pay for their purchase, the deal will be automatically credited to

their account within 3 to 5 days.

There’s no cutting out coupons or showing your phone to the cashier. The savings are automatically credited to your account within a few days. Redeeming these Specials is a

totally effortless experience.

AMERICAN EXPRESS

“This campaign is about putting value where our cardmembers are,” says Luke Gebb, vice president of global

network marketing for American Express. “We know that our

cardmembers like to use services like Foursquare, so we want our value

inside those platforms. We also want to bring to market a new channel for our merchants that brings them new

customers as well.”

Amex promotes their campaign in the home page of their website.

AMERICAN EXPRESS

After great success, in July they unveiled a social media platform

called "Link, Like, Love" that gives card members personalized deals on

Facebook based on their social graph.

AMERICAN EXPRESS

To sign up, simply head to the "Link, Like, Love" app on the American Express Facebook page and link your AmEx card to your Facebook account. See a deal you like? Just tap a

button, and the special will be loaded directly to your AmEx card--no coupons or printouts necessary.

AMERICAN EXPRESS

The Facebook twist is that the deals you see are influenced by what you and your friends “like” on the Web using the

Facebook like button.

AMERICAN EXPRESS

And what about merchants?

AMERICAN EXPRESS

Go Social allows merchants to manage deals across both Facebook and Foursquare, with other social networks to be added in the future. Business owners will be able to create their own coupon-less deals in a self-serve manner that are triggered whenever someone with a linked account buys a

deal item.

SOCIAL MEDIA

CAMPAIGN:

NASA + Gowalla10.14.10

NASA + GOWALLA: Search for the Moon RocksTHE MISSION:

• To honor the Discovery Space Shuttle’ssecond to last mission on 11/1/10

• To inspire discovery by connecting people

with the places around them

• To bring people one small step closer to the

universe.

“The organization is always looking to spread the word

on what it’s up to, and that social media services have

proven to provide great engagement for them.” -NASA

HOW IT WORKS:

• When Gowalla users virtually check-in at NASA-related venues via their mobile device, they’d have the opportunity to

find and collect four NASA-related virtual

items: NASA patch, space shuttle, spacesuit,

and a moon rock

NASA + GOWALLA: Search for the Moon Rocks

HOW IT WORKS:

• Virtual MOON ROCKS could be found when Gowalla users checked

into any location where a real one was on display.

• Lunar samples were brought back to Earth from the Apollo 11, 12, 14, 15, 16, and 17 missions. NASA has

these moon rocks on display and

public viewing at museums, planetariums

and scientific expositions around the world.

• To help people find the lunar samples,

Gowalla and JESS3, a creative agency, created a map,

“NASA+Gowalla: Search for the Moon Rocks”

NASA + GOWALLA: Search for the Moon Rocks

HOW IT WORKS

• To find the virtual NASA patch, spacesuit

and space shuttles, users checked into

NASA visitor centers, agency-related locations, or museums, science

centers, planetariums, observatories, parks, nature centers, zoos and aquariums

• NASA maintained an account on Gowalla and an account for

astronaut Mike Massimino, both linked to their respective

Twitter accounts.

• NASA and Massimino also dropped virtual items for

users to find and collectthroughout the nation.

NASA + GOWALLA: Search for the Moon Rocks

PINS, PASSPORTS…

• Anyone who collected three of the four items received

a special pin in their Gowalla Passport

…AND PERKS

• In addition, the first 100 people

who collected three items received

a printed poster of the map

RESULTS:

“The game is a win-win for both parties. NASA gets fun incentives to generate foot traffic through its venues, and Gowalla gets a high-profile partnership with a fascinating

organization.” -Mashable

Measurement and Metrics

Customer Investments

Check-in

Share comments and photos with check-ins

Share to Facebook and Twitter

Connect with friends

Unlock specials

Unlock badges

Leave and read tips from a venue

Create to-do lists and add tips and venues to them

Create and follow lists

Follow brand pages

Social Media Objectives

Brand awareness•Number of check-ins•Average check-ins per day•Number of unlocked awareness specials•Number of brand followers•Number of lists followers

Brand engagement•Number of tips in a venue•Number of photos in a venue•Number of tips added•Number of done tips•Number of unlocked loyalty specials•Number of unlocked badges•Top visitors•Recent visitors

Worth-of-mouth•Shouts to Facebook and Twitter

What can we measure?

Merchant platform

See your venue stats in a dashboard

Sort by any time period

Total Check-ins and Avg. Check-ins per Day

Social Reach

Gender Breakdown

Downloadable CVS file

Check-ins by Day

Time Breakdown

Age Breakdown

Merchant platform

Live DEMO

Top Visitors Recent visitors

Twitter handles

Brand Pages

Number of followers (that's it for now, they are working on some new brand metrics to add).

Number of times a tip has been added to a list.Number of times a tip has been marked as done.

Partner Badges

Stats on number of unlocks and top venues that drive those unlocks // upon request.

GEOLOC

ATION:WHAT’S

NEXT

Location everywhere

Location based services are being added to a great number of apps and experiences to give customers more relevant services.

AUTOMATIC CHECK-INS, UPDATES • RFID (radio-frequency identification) and NFC (near-field

communication) both technologies allow communication, such as sending a post or

completing a check-in, by just swiping a device with a specified tag

• Foursquare is testing an NFC-based check-in system at its HQ, which lets those with a suitable

phone (e.g., Nexus S) share their location simply by tapping it against

a blue dot on the wall.

• At Coca-Cola Village (10 festivals in Israel) attendees rec’d wristbands with

a RFID tag that could be read at various attractions

• The resulting info, pictures would post automatically on their Facebook

page.

DEALS, DEALS & MORE DEALS

GROUPON NOW • Using Groupon’s successful deals

focus, the new mobile app, GrouponNow,

offers users two options: I’m hungry or I’m bored.

• Each option produces special offers nearby based on the user’s current

location.

FOURSQUARE • Small Business Saturday with Amex

(spend $25, get $25)…amazing success!

• The deal is back: check in and spend $10 or more at same local

businesses, get a $10 credit on your next Amex statement.

RECOMMENDATIONS

FOURSQUARE• More integration of

recommended places to check in to.

• Most recent version includes Explore: recommend places

around you based on your friends’ favorite places and your own

check-in history.SCOVILLE

• Synch with your Foursquare check-ins (#toptuesday); collects your

favorite places each week.

• Scoville consolidates this data to create a ranking of the top places in

each city.

SOCIALIZING WITH STRANGERS

SITUATIONIST• “…alerts members to each other’s

proximity and gets them to interact in random situations.”

• “Situationist is not for the timorous: the whole point is to interact with complete

strangers…it’s a protest against the demonization of strangers encouraged by

the media. Fear not!”

• Moderated, vetted; can report anything dodgy.

YOBONGO• “a new way for people to communicate

with people nearby [since] connecting with people in the real world is much

harder than it should be.”

• an opportunity to meet like-minded people, fostering authentic

communications about everything and anything.

LOCATION-BASED SHARING

GEONOTES• Leave notes for your friends, that appear

when they arrive at a specified location.

• Create reminders for yourself as well (e.g.,reminding yourself to get milk when you

arrive at the supermarket.

GEOLOQI• Share location data with friends;

send a map of where you are, where you’re going; shows when you’ve reached your destination,

how long you will be there.

• Automatically checks you in on Foursquare 10 minutes after

arriving

Location based reviews

Oink is a mobile app that lets you rank things in different places. So instead of ranking a restaurant or point of interest, you can rank specific things at

those places.

E.g: The Samovar Tea Lounge. On Oink, you can rank the different teas at the lounge, and see how

they rank against the other teas there and teas you can get nearby. Everything is based on hashtags

like #tea, and each type of #tea is ranked by place or within a geographic radius. You can chose to find the best #teas within 1 mile, 5 miles, 25 miles, etc.

And they all show up on a map

http://youtu.be/5xADESocujo

Location based food

Foodspotting helps you decide what to eat, not just where, by enabling you to

find whatever you’re craving, see what’s good at a particular restaurant

and discover the best foods around you wherever you go.

From check ins to thank yous

We&Co is focusing not on the checkin, but on the thank you.

The app is designed to let users give thanks to their favorite service

professionals. So when I check in at my favorite neighborhood steampunk bar, I

can make sure I give my favorite bar tender Sara, or the owner Anders, a big

thank you for being awesome.

Location based music

Washington, D.C.-based band Bluebrain’s new album is available on iTunes, but not in MP3 form — rather as a location-aware app that only works within the stretch of park

in downtown D.C. called the Mall.

“The music changes and evolves based on your chosen path within the park,” says Ryan Holladay, one half of the band. “To do this, the app uses the phone’s built-in GPS capabilities.” The app features a map of the Mall that shows what locations are tagged

with sound.

http://vimeo.com/bluebrain/thenationalmall

Location based gaming

The popular Finnish iPhone game Shadow Cities, uses the city of each player as a game board, allowing them to roam their neighborhood casting spells and taking over city blocks. Players can engage with

others nearby by either teaming up or fighting over territory.

http://youtu.be/Q_8rrcsYK4k

MyTown. Players buy and sell the locations they check in at, much like Monopoly, and products are integrated through barcode scanning, which

can unlock virtual goods and manufacturer promotions.

Location based dating

BrightkiteOne of the earlier GPS-powered social networks, Brightkite isn’t a

“dating” app per se, but rather, introduces local users on a basic level. Brightkite uses participants’ current locations to connect people,

allowing them to chat and possibly meet up. The network has been heralded as a great way to meet new people, find a date or connect with

locals while traveling.

SkoutOne of the safest apps out there, Skout’s terrific flagging services alert users of inappropriate contact. With over one million users, the service

hosts one of the largest and most popular location-based dating apps on the iPhone and Android markets. Features like private chat, private blog

access, search filters and flirt buzz (which tracks who around you is hooking up) allow you to connect with only the people you want to meet,

making this app a solid favorite among the online singles audience.

Location based marketsZaarly is a peer-to-peer job market. Zaarly’s iphone app allows users to

state what they want done — bring me a soda, lend me your lawn mower, teach my child algebra — and the price they are willing to pay

for its completion. Users in the area who are looking for cash can browse offers and apply to complete projects that appeal to them.

Location based markets

SideSell is taking a broad aim at mobile, location-based listings by offering a platform for tickets, garage sales, real estate and anything

else. The app allows users to see a map of what is for sale nearby and to send messages to listing posters within the app. They can also search

other locations to see what is for sale there.

http://youtu.be/_VtIJDuvgOM