Tech Blog Discussion: How To: Start Marketing [Your Library] on Foursquare (Part 2)

Fighter, D., & Wisniewski, J. (2010). Incentives, loyalty, and recommendations: Learning From social media. Online, 34(6), 54-57. Retrieved from EBSCOhost.

So, you're interested in exploring the possibilities of using Foursquare to market your library and it's services. Now what?

Fighter and Wisniweski talk about many of the features in my first Foursquare post and move on to it's potential for libraries. Libraries have sometimes been hesitant to use incentive programs with their patrons (perhaps it is a cost concern, or a perceived conflict with their mission). Whatever the case, some libraries are seeing the value in rewarding their patrons. Rewards don't have to mean items (which do cost money); they can also mean earning a title, recognition, or being provided with a fun bit of information. Loyalty programs help to create a sense of community (different from "Friends of the Library" type programs that are primarily about fundraising) and can partner well with things like already established summer reading programs. Another example the authors gave was to have a library badge Easter egg hunt, "finding" different "Easter eggs" (badges) around the library (or libraries) or around campus. This idea was modified from a highly effective Old Navy marketing campaign.

Ekart, D. (2010). Tech tips for every librarian. Location, location, location: Making Foursquare work for your library. Computers in Libraries, 30(9), 42-43. Retrieved from EBSCOhost.

Ekart expands on Fighter and Wisniweski's ideas, focusing more on the communication Foursquare helps facilitate. The comments users can leave (whether via smartphone or via the program's web interface) allows libraries to better serve their patrons--It is a direct connection to what library users (in this population) are thinking. Ekart suggested claiming your venue so you can add more tags, which make it easier for users to find your library and take advantage of the services and resources you offer. Also sharing tips about your services, or using it as an orientation tool in academic libraries (i.e. tours where students may unlock badges) are discussed. Providing prizes in regards to gaming rewards is also mentioned.


New York Public Library. (2011, March 30). The New York Public Library partners with foursquare to Unveil a new "badge". Retrieved from http://www.nypl.org/press/press-release/2011/03/30/new-york-public-library-partners-foursquare-unveil-new-%E2%80%9Cbadge%E2%80%9D

The NYPL began using Foursquare at 90 different locations which will help promote physical visits where users can earn badges, and "Mayors" may be entered into a drawing for tickets to NYPL Live events, special library tours.

Public Library Association. (2010). Foursquare for libraries. Public Libraries Online, 49(2). http://www.publiclibrariesonline.org/exclusives/internet_spotlight/foursquare-libraries

Foursquare helps you track your users, seeing who they are and what their other interests are (based on their Twitter or other online activities). As a venue owner you can add tags to help promote your library, and you can also use it to give helpful tips when users check in. Things like "Make sure to get a library card!" or "Use one of our databases--get full-text magazine articles!" Users can create to-do lists and suggest venues to their friends. Adding big events to your Foursquare page helps get the word out. Also, responding to user feedback through Foursquare will not only build stronger patron relationships with the library, it will also promote what you do to that patron's friends. Using it for special programs (like summer reading programs) can also help reach a new, active patron group.

What are my personal ideas on Foursquare in libraries, particularly academic libraries? I think it has potential and, with pretty minimal effort, library can utilize some of the services Foursquare provides to start promoting their library at a whole new level. With a little more investment and effort to incorporate Foursquare into programming, I think it could really target tech-savvy students. On a campus-wide scale, libraries could help facilitate campus tours via Foursquare. Not only could students check-in at a building on campus, but the library might provide a "tip" about departments housed within that building, some history, and/or information about how the library supports those areas of study (i.e. helpful resources, name/contact info. of the liaison librarian for that area, etc.). I think students would be interested in becoming "Mayor" of one or more buildings around campus, using Foursquare's element of friendly competition. One of the tips that could be included with the check-in at the library's physical location could be the ask-a-librarian, or a reference-desk visit badge they could earn. All in all, it has potential and is one more (easy) tool to use to market your library. I'm sure having a brainstorming session with colleagues would produce even more great ideas for developing programs using Foursquare.

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."