So how does it work? In the same way that youtube has videos at its centre and Flickr has photos, Foursquare has places. That is bricks and mortar establishments like cafes, restaurants, bars and train stations. Members of the service can share the places they have visited by ‘checking-in’ using the app on their iPhone, BlackBerry or Android phones. As well as sharing with members of Foursquare you can also announce your check in on Facebook and Twitter. The service works by using GPS and is based around the mobile phone so you can’t check in via the Foursquare website. You can also view when and where your friends last checked in which is useful if you want to meet up or contact them.
Foursquare also has a game like element in that you can compete with other members and earn badges. For example, after visiting my local cinema on the 10th occasion I earned the Zoetrope badge. If you check into somewhere more than anyone else you become the Mayor of that location. So you might be thinking, ‘Big deal, who cares?’
Well, first of all it’s fun and addictive and secondly it’s really easy to use and only takes about 10 seconds to check in. So it’s likely that plenty of people are going to be taking part. The service has only been going a year and more than 3 million people are already registered. If you’re an owner of a café, restaurant or bar then for ‘people’ read ‘customer’.
So how can it help your coffee shop or pub sell more coffees, cup cakes, beer or sandwiches? It’s a completely new marketing channel that can alert people to your premises and your offers and also reward regular customers. When opening Foursquare in your vicinity your potential customer will see your venue and be alerted to any special offers or news you have. So for example, if you are a café near a concert venue you could let people know you are open after the gig. Your special will even be alerted to customers when they are in the rival coffee shop next door. Everytime someone checks into your premises you can get free publicity to all their followers on Twitter and friends on Foursquare and Facebook.
For regular customers you can offer rewards such as ‘a free steak every Monday for the Mayor' or a straightforward ‘10% discount on any check-in'. Think of Foursquare as a digital loyalty card and you’ll get the idea. Any variation on this sort of offer is possible. Why not reward people for visiting on what’s usually your quietest day?
Members can also leave reviews and comments which can encourage others on Foursquare, Facebook and Twitter to visit and try out what your premises has to offer.
So how can a business get involved? At the very least you should add your business to the list at foursquare.com so that potential customers are aware of you. You could also claim your business so that you have access to the business dashboard. This allows businesses to advertise promotions and to obtain data on their customers, for example, how many times people are visiting. See the business section at foursquare.com for more information. Once your company has been claimed you can post special promotions and provide customers with news and updates.
Like all social media, used in the right way Foursquare is a great way to engage with your customers and develop your business.
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| FOURSQUARE CHECK-INS FOR CHELTENHAM PUB MARCH-SEPT 2010 |
If you are local to Cheltenham please come along to Foursquare Forum which takes place on the 2nd Thursday every other month to learn more about Foursquare from business owners and Foursquare fans. This is a free event but please book.
Intranet Future offer a setup and consultancy service for venues on a low cost no commitment basis. Please visit the Services and Fees page for more information.
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