Presentation from Jun 2011Online Marketing Summit in Seattle.

4. Ways Enterprise Marketers Can Leverage foursquare Mike Lewis VP of Marketing, Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com [email_address] om 10 Top

5. By the numbers...

6. 10,000,000+ Users

10. Quick Start Guide

11. before we talk about opportunities, we need to understand the challenges

12. 4 challenges of enterprise marketing on foursquare

13. Thousands of venues are being created daily. Managing these venues and maintaining consistency across these channels is a tremendous challenge for brands. Venue Ownership & Management

14. 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

15. 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

16. There are only loose tie-ins between foursquare and existing corporate loyalty programs. Integration with Loyalty Programs

18. all challenges are opportunities in disguise

19. 10 Ways Enterprise Marketers Can Use foursquare

20. 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

21. 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 it’s privileges

22. 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 2

24. 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 3

26. While some of your social media savvy customers will checkin and adopt foursquare, a majority don’t even know it exists. Therefore, it’s important to promote foursquare deals and specials to your customer base to increase participation. Market your Participation 4

28. PlaceWidget makes it easy to add your foursquare venue information to your company’s website or Facebook page with just a few clicks. Source: About Foursquare

29. Although the percentage of visitors using foursquare is relatively small, having user’s 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 5

31. Offer 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 6

32. Source: About Foursquare

33. American Eagle Outfitters is offering a 15% discount to foursquare users who check in at any of their 950+ stores nationwide. The offer was 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

36. Because of the viral nature of social media it’s important that your audience can access your company’s 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 7

37. The Facebook widget (above) is automatically added as a tab on your company’s page through a Facebook application. With more screen real estate to work with, the Facebook version adds a map of your venue’s location to the information provided by the widget. foursquare even uses it on their own Facebook page. Source: http://aboutfoursquare.com/highlight-your-foursquare-venue-on-your-companys-website-or-facebook-page-with-placewidget/

39. 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 8

42. 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 9

44. 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.”

45. 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 10

49. Reach out to @awarenessinc Register at www.awarenessnetworks.com Interested in a Demo? Contact us today!

50. David Carter CTO and Founder, Awareness Inc @dkrcarter / @awarenessinc http://participationhighway.com [email_address]