Foursquare for Business, presented by NETT Magazine, Citrix Online and Ogilvy 360 Digital Influence Sydney on 13 October 2010.

1. Foursquare for
Business
Listen to audio over your computer speakers
or you may phone in:
Australia #: 02 8014 9491
New Zealand #: 04 974 7248
Access Code: 640-438-032
We will begin at approximately Noon Australian EDT

2. Meet Your Moderator
Todd Lewis
Marketing Manager, Citrix Online

3. The Questions Pane
Type question here

4. #4sq4biz

5. Meet your presenters
Brian Giesen | @bdgiesen Jonathan Nguyen | @j4jonathan
Regional Director, Sydney Digital Strategist
Ogilvy 360°Digital Influence Ogilvy 360°Digital Influence

6. POLL QUESTION
Have you ever
“checked in” on
Foursquare?

7. WHAT IS
FOURSQUARE

8. Mobile App
15,000 Special Social Game
Offers
3.0M Users
Source: Foursquare, October 2010

9. > Check In

10. > Unlock Badges

11. > Become Mayor
@gwhiteoz

12. > Deals & Offers

13. > Useful Tips Better than Lonely Planet?

14. > Sharing
20%
CHECKINS ARE SHARED ON
TWITTER & FACEBOOK
SOURCE: WASHINGTON POST, OCTOBER 2010

15. Foursquare Places
Gaming element Manually tag friends
Earn points and badges Friends can be tagged
manually in the location
Loyalty programs and with you
discounts
Organisations can create Reach
specials and discounts 9.3 million Australians
for people who check in already on Facebook
Tips Familiar interface
Users can add tips to the Works like the rest of
location Facebook with which
people are already
Employees familiar
Employees are tagged so
that they don’t impact
customer mayorships

16. WHO IS USING
FOURSQUARE?

17. Foursquare Users
“Go back 3 years… Twitter
was being used by the same
crowd as Foursquare today.”
“It will be bigger
than Twitter.”
Robert Scoble
@scobleizer

18. Foursquare Users
2.4 MILLION
PEOPLE USE FOURSQUARE
GLOBALLY
40% OF USERS ARE FROM
OUTSIDE THE UNITED STATES
Large communities in Australia,
Singapore, Hong Kong, Malaysia and
Indonesia
SOURCE: FOURSQUARE, AUGUST 2010

19. Foursquare Users
38% MORE
LIKELY TO BE
ASKED FOR THEIR
OPINION ON
PRODUCTS
SOURCE: FOURSQUARE, AUGUST 2010

20. Foursquare Users
JUST ONE YEAR AGO
65X FEWER PEOPLE USED FOURSQUARE
SOURCE: COMPETE.COM, AUGUST 2010

21. Brands on Foursquare

22. POLL QUESTION
Is Your Business
Featured on
Foursquare?

23. Strategic Approach to Foursquare

24. Strategic Approach to Foursquare
M S R F

25. Strategise
• Inventory the Foursquare objectives with your own business
goals. Common Foursquare objectives:
Reach & Preference Action
Positioning
• Build positive word • Build more walk-in
• Greater visibility of mouth among traffic
within social media social media users
• Reward loyal
•Audience awareness • Incentivise user customers
among early generated content
adopters (e.g. tips) • Increase sales
•Increased brand • Improved search
presence in mobile engine rankings

26. Strategise
• Foursquare also allows
businesses to integrate their
venue with other social
networks like Twitter and
Facebook.
• Be sure to link any social
networking sites to your new
foursquare page to utilize
Foursquare social syndication
features

27. 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.

28. Build
• If you don’t 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 about
your business.

29. Incentivise
1. Mayor Specials: this is
your single most loyal
customer on foursquare
with the most check-ins.
How can reward your
best customer?

30. Incentivise
2. Frequency-based
Specials: these offers are
unlocked at regular
intervals to reward and
encourage frequent check
ins.
"Foursquare says you've been
here 10 times? That's a free
drink for you!"

31. Incentivise
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!)

32. Incentivise
4. Wildcard Specials:
always unlocked but the
staff has to verify a special
condition (e.g. show us
your Newbie Badge to earn
a free night’s stay!)

33. Socialise
• After you’ve nailed the basics –
venues, specials, tips – it’s time to
Socialise 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 you’re on foursquare
before they head out the door.

34. Socialise

35. Socialise

36. Socialise
• Beyond the web, let users
know you’re 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.

37. CASE STUDY:
MICROSOFT AUSTRALIA
OFFICE MAYOR MEETUP

38. Launching Office 2010

39. 92% neutral
“Office 2010” Pre-Launch Buzz

40. Ousting
Phenomenon

41. Blogger
Mayors = Massive Tweeter
Digital Footprints Father
Foursquarer
Ferdinand
Mayor, Sydney University

43. Office Mayor Meetup
Microsoft Australia Case Study
- Fan Page
- Engagement Ads
-MSFT x-
Promotion
- @MSAU Twitter - Media Relations
- Answer - Blogger
Questions Outreach
- Location Page
- Special Offer
- Town Crier Video
- 100 mayor
invites

44. Yes. There Was
a Town Crier!

45. “One of the first major brands in Australia to
make a foray into Foursquare”
“Foursquare can be useful, but admit
we didn’t think of this particular
option.”
“The early adopters of Foursquare suited Microsoft’s aims.”

46. 258 Mayors Checked
Into the Event
• 5.5 million Australians
via print, online news,
blog coverage and
Twitter
• 568 Tweets
• Nearly all positive

47. Most Importantly:
Nearly 100% Positive

48. “I was so excited. All I wanted to
do was go home and install it.”
talkinatme.blogspot.com
(2PM, 15 June)

49. “Everyone in my office uses
'97! I need to show them
what they're missing!”
Nicole B.

50. “I want to be one of the first to get my
hands on it and show it off to my
friends/work colleagues!”
Jason X.

51. I'm starting my 'post-GFC' home
office. It would be really nice to also
have Office 2010 for a start!
Indra A.

52. “It’s been my intimate friend for 8
years since I was a student. Exciting
news that Office 2010 goes on sale
in Australia!”
Charlie S.

53. RESOURCES:
HOW TO IMPLEMENT YOUR
FOURSQUARE STRATEGY

54. Additional Resources
Getting 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

55. CONTACT
“ One company that goes with this online-initiated flow is
Ogilvy Public Relations.
”
Brian Giesen
Regional Director | 360° Digital Influence
Ogilvy Sydney
p +61 2 8281 3853
e brian.giesen@ogilvy.com.au
“ ”
t @bdgiesen
25 China Experts you should follow on
Twitter… Thomas Crampton Jonathan Nguyen
Digital Strategist | 360° Digital Influence
Ogilvy Sydney
p +61 2 8281 3805
e jonathan.nguyen@ogilvy.com.au
t @j4jonathan
“ Ogilvy's digital specialist Brian Giesen outlined the
best strategies for getting business results on social
networking site Twitter. ”
australiadigitalmap.com
For case studies...
www.asiadigitalmap.com

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