Tech Blog Discussion: How To: Start Marketing [Your Library] on Foursquare (Part 1)

Drell, L. (2011, April 27). How to: Start marketing on Foursquare. Mashable. Retrieved April 27, 2011, from http://mashable.com/2011/04/27/how-to-foursquare/

Foursquare has really taken off in the last year or so, with more than eight million users. Companies, both large and small, have used Foursquare to reach out to their customers, increase business, and promote special programs. This free (yes, FREE) service connects businesses with their customers who have smart phones or other mobile devices.

How do businesses get started with Foursquare?

• If you are a business with a physical space customers can visit, you would first claim your venue or create a venue using the Merchant Platform. The information you will need to claim or add your venue is:
  • Name
  • Address
  • Cross Street
  • City
  • State
  • Postal Code
  • Country
  • Twitter Handle
  • Phone Number
  • Category
• After entering in your information and "claiming" the venue, Foursquare will ask you about your business and confirm you are someone who is authorized to claim the venue. You can verify ownership either by phone or postal mail; you'll receive a four-digit pin, a window cling, and can start creating specials to bring the customers through your doors. The specials are:
  • Swarm Special: a special happens only when a certain number of Foursquare users have checked in simultaneously
  • Friends Special: rewards friends when they check in together
  • Flash Special: kind of like the bank deals for those opening up new savings or checking accounts where "the first 500 customers get a free koozie" but better
  • Newbie Special: offers for those checking in for the first time ever
  • Check-In Special: every time someone checks in they get a reward
  • Loyalty Special: rewards given for various checkins, similar to the old punch cards kids used to sell as fundraisers (fill the card, get a deal)
  • Mayor Special: whoever checks in the most (becomes the mayor) and gets a special reward
• There are short sheets to print out which explain how Foursquare works (for employees, customers).
  
• Foursquare is flexible, and updates in real-time.
  

So, you've signed up. Now what?

• Analytics. Analytics shows you who is coming through your doors and helps you understand how to best reach them by providing the following information:
  
• Number of check-ins
• Time of each check-in
• Genders of customers
• Ages of customers
• Lists of customers: most recent customers (and their Twitter handles), and your most loyal customers

In addition to getting information from your users who are Foursquare enthusiasts, they also help you by posting their check-ins to Facebook and/or Twitter; you also can follow up with them to learn about their experience, adding a personal touch. Personal touches lead to awesome word of mouth!

But what happens if you don't have a traditional physical location? There are also Brand Pages, which allow you to still interact with customers through Foursquare. The process to set up a Brand Page is similar to other sign-up processes (with a wizard guiding you along the way). The approval process takes about two weeks. This page is customizable and you can add your own logo and redirect users to your website. This functions in a different way than the physical-location check-in. A great example is the History Channel, which has facts about places all over the country, so when users are on vacation they have a tour guide in their pocket! Tips may also be geared toward promoting an upcoming event as well.

Brands can also offer badges to users. Foursquare has their own badges that must be unlocked by completing a series of tasks (kind of like Boy Scouts, you earn them). Brand badges are more specific to the business and are unlocked when users complete tasks relevant to business services or products. Examples include: MOMA's Art Addict badge, and Arizona State University's series of badges (and if you're really curious about badges, you can check out the extensive list on www.thekruser.com.

So, what do the Foursquare experts say about how to best use their services?

• Make your users feel special! It's not always about discounts and fancy products; it's about the way your users feel when they walk in the door or interact with your services.
• Target your Foursquare promotions to help your business during those "slower times" of the day/week.
• Keep staff informed about how to use Foursquare and how to serve Foursquare users.
• Know your time limitations and be clear about when promotions begin/end.

Ok, that is all good and fine, but how can we incorporate this into a library setting? Check out my next blog post, part 2 of "How To: Start Marketing [Your Library] on Foursquare."