Today is the last day of the Fourteen Days of Foursquare series. I’m relieved it’s over in a way – fourteen days was long! However, focusing on Foursquare has given me a lot of insights into how businesses are using this social network to recognize and reward people for visiting. I have a lot of case studies to draw from.

For online PR value – we got retweeted by Pizza Hut and Six Flags. We got noticed by PR Newswire for including them – most of the posts came as a result of press releases posted by the businesses themselves on PR Newswire. We could’ve done even better at the promotion part and could even write a press release about the series.

My favorite posts were the ones about good causes and discounts on Foursquare. Many people joined in with examples via Twitter or in the comments. My least favorite was about sports (probably thanks to having a closed mind about pro sports thanks to 4 brothers who watched them more than I could stand growing up).

Here are Four Foursquare Trends to watch:

1. Foursquare badges go off-phone and on page.
   The idea of rewarding people for taking action can apply to more than just checking in through your iPhone. You can reward people for participating in your forum, commenting on your blog or otherwise contributing to your web site. The most visible example of this is Huffington Post. The site came out with their own set of badges to identify and recognize super users.
2. Foursquare joins the social media marketing promotions mix.
   To enter contests, win giveaways or otherwise qualify for promotions online, many ask you to take specific actions online (thereby increasing traffic, links and exposure to their business).  They usually ask you to comment on their blog, become a fan on Facebook, tweet the offer, etc. I’m seeing more people add Foursquare check-ins to the list.
3. Foursquare becomes another way for fans to stalk celebrities and for celebrities to capitalize on their  fame.
   Celebrities are already getting paid to check-in at sponsored events. Additionally Foursquare has made it so you can follow celebrities and get updates without the need for them to follow you back. Since celebrities really don’t want you to know exactly where they are at all times, they can use this selectively and reward check-ins at concerts and other events. You can also see what restaurants or venues celebrities favor. I’m waiting to see rock stars give a mayor deal of a free concert t-shirt or back stage passes.
4. Foursquare as a way to crowdsource the best places to eat, visit or shop in any city.
   Thanks to talks with all 3 of the major search engines, Foursquare is poised to become part of web searches. Search results wouldn’t show individual check-ins but give you an idea of which places draw the most crowds. If you were looking for a place to eat near your hotel when traveling and one showed multiple check-ins you would probably be more likely to follow suite.

One trend I hope to see is auto check-ins – a possibility that Mark Cuban recently called on his blog.

Here’s a recap of all of the Foursquare posts – please feel free to link to any of the posts on your blog and do a trackback so we’ll know:

• Foursquare for Real: 14 Days of How Real Life Businesses Use Foursquare
• Day 1: Foursquare for Tourism
• Day 2: How Pro Basketball Let the Foursquare Games Begin
• Day 3: Foursquare for Fun – Six Flags
• Day 4: Foursquare for Jobs
• Day 5: Ford’s Foursquare Road Trip
• Day 6: Pizza Hut Goes Social with Foursquare
• Day 7: Foursquare Etiquette at Weddings
• Day 8: Foursquare Discounts
• Day 9: Foursquare for a Good Cause
• Day 10: Teen Influencers not Hip to Foursquare
• Day 11: Seven Foursquare Partnerships
• Day 12: Foursquare Courts the Search Engines
• Day 13: Unofficial Foursquare Offers
• Day 14: Four Foursquare Trends to Watch

You don’t need official channels to be effective on foursquare.

Did you know that you don’t need to go through Foursquare to have a badge or leave tips  or create a special for mayors or check ins? It’s true. A lot of Utah businesses and others are forgoing the official route and fast-tracking their Foursquare marketing by going unofficial.

Why be official?  Be unofficial.  Create a great offer that people will talk about.  Create great service that makes people come back over and over again.  Create a great product that people will buy no matter the price!

Head over to Nigel’s post for some examples of unofficial Foursquare offers. If you have any examples to share with us, please post in the comments.

Yesterday I wrote about Foursquare partnerships and promised to write today about the biggest potential deal — with search engines.

Recently Foursquare has been in talks with the big 3 search engines: Google, Yahoo and Microsoft. They would index check-in data in search results (likely alongside news, videos and images relating to your search. Now you’ll also see check-ins). I can even imagine this being integrated with Google Maps.

Let’s say you’re in a new city. Maybe you don’t have a taxi and just want something close by that’s good. You can check reviews but what if you want to know what’s currently most popular (or where to go to possibly meet some singles or what a celebrity likes). You could get aggregate information about check-in popularity through a search engine.

This would take Foursquare into the mainstream because you wouldn’t have to use it to find it helpful. However, they would still rely on check-ins (which I’ve heard are at about a million a week). If it’s like most social networks there are a lot more lurkers than participants. For now Foursquare doesn’t have critical mass. But more exposure through search engines could help there too.

Twitter is about what people are saying and Foursquare is about where people are going. Foursquare cofounder and CEO Dennis Crowley said,

“Twitter helped the world and the search engines know what people are talking about. Foursquare would allow people to search for the types of place people are going to – and where is trending – not what.”

I see more integration with Twitter and other social networks like Facebook – if not officially at least unofficially. In other words, multi-platform promotions that integrate with Foursquare. Mom bloggers do this all the time with giveaways. You enter their contests by commenting on their post, following them on Twitter (or tweeting about the contest), becoming a fan on Facebook (or writing on their wall). They just need to add, checking in on Foursquare.

Here’s a small example of how McDonald’s integrated Twitter and Foursquare:

Watch for how search engines will get in on this game. First they tried to buy Foursquare, and when they were turned down now they want to work with them. Signing new partnerships with search engines would cement Foursquare’s leadership in the location based social network space. The deals wouldn’t be bad for investors either.

Today Nigel wrote about partnerships on Foursquare. One of the indicators of Foursquare’s success besides their growth rate is the company they keep. They stay ahead of their competition through high profile partnerships.

Starbucks was one of Foursquare’s first high profile partnerships (note the success):

“Since running their  Mayor Special on foursquare, Starbucks (already the most checked in retailer on the platform prior to running the Special) has seen a 50% increase in Check-Ins at its locations.”

Foursquare reminds me of Google in that they are willing to innovate and try things without worrying that they are perfect and ready for prime time. For example, on their blog they don’t always capitalize Foursquare (see above quote.) Imagine that getting by your marketing department!

But Foursquare is still the young, hip company on the block. Sometimes their partnerships don’t go perfectly (see this post about the Starbucks offer.) Still they continue to sign big name deals.

Here are 7 high profile Foursquare partnerships besides Starbucks

1. Zagat
   The partnership will provide Foursquare users with new “Foodie” badges when they check in to Zagat rated restaurants.
2. New York Times
   They created special badges and features for the Winter Olympics.
3. Lucky Magazine
   Foursquare added the Lucky Shopping Directory, which is a list of about 700 stores. If you check in to a store, you get tips and deals as well as Foursquare badges.
4. BART California subway system
   BART ran a promotion to give $25 promotional tickets and to enter you just had to log on at BART stations.
5. Huffington Post
   The popular blog not only partnered with Foursquare but they copied the idea of Foursquare badges and now rewards people active on the site with special badges (this is a new innovation — steal this idea!)
6. MTV and VH1
   MTV is not the star it once was, they are one of the brands who are innovative in their use of Foursquare. You can follow celebrities (they don’t have to follow you back) and see where they are checking in (when they want you to). Celebrities also leave tips about their favorite venues. As the article points out they may get paid to do that – because it’s a form of endorsement. Which brings up the next wave I see which is: endorsed venues and sponsored recommendations.
7. Harvard
   Heading to college this Fall and want to know the town and campus hot spots? Foursquare can help. I’m surprised more colleges and universities haven’t offered this. You can get tips and connect with classmates and professors and most importantly see where the popular spots on campus are.

Tomorrow I’m going to talk about another wave of partnerships that are even bigger for Foursquare’s future.

“Teen Influencers Are Hyper-sharing, Hyper-purchasing and Hyper-consuming,” but here’s a secret — they are not Hyper Foursquare enthusiasts

It’s not so hip to be square for teens. In the largest survey about teen influencers in social media Foursquare didn’t fare so well.

The survey had over 500k answers and sought to understand how teens interact with friends, family members and brands online. It was conducted by  myYearbook and Ketchum.

Interesting enough, the teens who are active online are also social in other parts of their life. They are not nerds whose social skills are slowly eroding as they type away at their computers. These teens have active social lives and they are engaged in many ways (listening to music, reading newspapers, etc). They also buy more and like to share what they purchase with their friends (a brand’s dream come true, right?)

Here are some key points from the study:

• online influencers more likely than the average teen to participate in social media activities, such as updating their status at least once per day or sending 3,000 texts per month
• they also spend more time socializing and influencing their peers offline – in other words overall they are more social than their peers (going to parties, hanging out with friends in real life)
• teen influencers were surveyed from the myYearbook community and are defined as the top 15% most active an engaged on that site
• 97% spend 2 hours a day on social networking sites and 91% have more than 500 friends on those sites
• teens aged 15 to 17 are the most engaged online

Here’s the kicker (that could be bad for Foursquare): they’re not hip on checking in. According to the study “only 16 percent report using a mobile application that allows them to check in at a given location, such as either Foursquare or Gowalla.”

Bottom line: Social networking sites are big with teens but Foursquare – not so much. If your audience is teenagers, you’d be better off creating content for sites like Facebook.

Source Ketchum press release: http://newsroom.ketchum.com/news-releases/teen-social-media-influencers-wield-power-online-and-offline

I love how social media including Foursquare can be a way to quickly raise money for a good cause, locally or internationally.

I’ll never forget how my coworker and friend Nate Bagely was in a tight spot and his Twitter friends came through for him. It was Winter, he was a poor college student and he slid on the snowy road and blew a tire. Two hours later, after tweeting about it, he had enough to buy himself a tire. That’s how generous people can be – and it’s inspiring.

At SXSW this year PayPal, Microsoft and Studiogood, and Porter Novelli did a Check-In for Charity. When people checked in on Foursquare at designated locations or used #sxswHaiti on Twitter, Microsoft and PayPal made a donation toward Save the Children’s Haiti Relief Fund.

Emily Chang caught some Foursquare activism advertised at San Francisco BART stations.  Earthjustice gives $10 to various activist and environmental causes. So you can be mayor of an ad promoting a cause you believe in.

Last of all, Wendy’s did a  “Treat it Forward” campaign for Father’s Day this year. They gave  50
cent donations to the Dave Thomas Foundation for Adoption (DTFA).

Have you heard of other good causes on Foursquare? Please tell me in the comments.

Source: PR Newswire Press Releases http://www.prnewswire.com/news-releases/porter-novelli-to-showcase-emerging-communications-technologies-at-the-2010-south-by-southwest-interactive-conference-and-festival-87453532.html

and

http://www.prnewswire.com/news-releases/wendys-fourth-annual-fathers-day-frosty-weekend-95854419.html

Cloudspark on Twitter just told me about Akoha which is a geolocation “social reality game played in real life where you carry out missions that involve performing small acts of kindness from one person to another.” Check it out!

Foursquare discounts are a great way to reward loyalty. Today’s post is from Nigel who has a good point about offering a reward to people who check in to your business:

Department stores offer a standard 10% discount for getting a store credit card.  How much more powerful is that offer if a delivery mechanism to hundreds of like minded individuals is in place?  There already is one and it’s called foursquare!

What do people really want when it comes to Foursquare – the thing that will keep them participating long term? Discounts and information.

People won’t continue to use foursquare just because of the game aspect.  They want awesome discounts and they want information about places they’ve never been before.  This is where businesses need to step up and offer compelling deals and provide information about their own venues.

My favorite discount is from Ann Taylor because it’s one of the Foursquare offers specifically targeted to women. “Shoppers who check in to one of the company’s eight New York City stores will receive 15% off their full-price purchase upon their fifth checkin and Mayors will receive 25% off their purchases of non-sale apparel and accessories.” Unfortunately it’s only for New York stores.

What great Foursquare offers have you seen?

As with any new and hip social media trend there can be some side effects such as addiction and annoying your friends. There are times when Foursquare check-ins may be just a bit obnoxious. A funeral comes to mind. Or a wedding.*

Some brides aren’t happy with someone live tweeting or checking in to their weddings. (Not this bride – her finance proposed to her via a tip on Foursquare and she said yes)

Although right now I’m not sure that’s a huge issue when it comes to Foursquare I can see how live tweeting a wedding could get annoying. (Note: According to Forrester: 84% of respondents aren’t familiar with location-based apps like Foursquare & Gowalla).

You may be so tempted to give your “friends” a constant update. But before you tweet,  “Bride walking down the aisle now,” remember the bride might not appreciate it. As this article says take the bride’s lead and, “Let the bride check-in to her own wedding if she wants.”

Why shouldn’t you live report private events to friends that aren’t at the wedding and probably don’t care anyway?

“In an over-sharing online world, guests are posting Facebook status updates while they’re at the wedding and even trying to RSVP on Twitter, leaving brides feeling frustrated and over-exposed.”

Or, you might just embrace the whole thing and have a lot of different perspectives on your wedding – a live history. It’s all up to you and your embracing or your obliviousness to this new wave of storytelling. Or reporting. Or sharing. Oh, and if you don’t have any wedding bells there’s help for that predicament too – you can check people out when you check-in. I think Nigel should check it out.

The press release I got this from — issued by the Wedding Channel — also has some other advice. Don’t forget a gift. And what should the modern couple do no matter how open they are to live reporting? Register online, of course!

Source: PR Newswire press release (a creative use of a press release from WeddingChannel.com):
http://www.prnewswire.com/news-releases/dont-tweet-about-my-wedding-weddingchannelcom-gives-the-download-on-wedding-guest-etiquette-in-a-digital-world-95407034.html

*unless it’s Gwen Bell’s wedding” and then there would probably be a wedding badge.

Related articles by Zemanta

• Don’t Tweet About My Wedding!…Not Yet Anyway (alwaysablogsmaid.com)

Pizza Hut increased their sales recently with their $10 pizza deal (which I’ve sprung for a few times) which they’ve promoted on social media. In April the company delivered pizza to Foursquare headquarters to celebrate Foursquare Day (see photo, right).

This post was written by Nigel Swaby.

You’ve got to give the marketing folks at Pizza Hut some kudos for their social media efforts.

In day six of Janet Thaeler’s and my foursquare case study series, I’m going to take a look at how Pizza Hut used foursquare, Facebook and Twitter to engage their audience.

Back in May, while the primary season was in full swing, Pizza Hut launched a social media campaign to expand it’s influence and asked customers to vote for a special offer they launched last Fall.

The vote for the offer was tied to Facebook, but supported by Twitter and Foursquare.  It looks like it has worked out well.  Pizza Hut has 1.4 million fans on Facebook and about 31,000 followers on Twitter.

Acting as “campaign manager” for the promotion was Alexa Robinson who is the official Pizza Hut Tweetologist.  (Sounds like a made up job title to me.)  Her story is interesting because she started out as an intern for Pizza Hut and that turned into a full time position as Tweetologist.

The campaign was successful and Pizza Hut’s $10 any pizza deal has no anticipated end date.  Pizza Hut is a division of Yum Brands and this promotion helped the chain see sales gains in same-store sales beat every other division in the fast food empire.

Largely on the strength of the $10 deal, Pizza Hut posted stronger sales than its sister companies. At Taco Bell, sales at restaurants open at least a year were up 1 percent in the second quarter but sales at KFC, the nation’s largest chicken chain, were off by 7 percent.

Yum’s other brands also have a large amount of Facebook fans, but those divisions engage differently with their customers.  KFC has no custom landing tab, while Taco Bell has a game and video to engage fans.

Is Pizza Hut’s success due to foursquare?  I don’t think so, but I do think they managed to effectively use social media and a killer deal to build sales and customer base in an economy that is still feeling the pinch of recession.

Press release source: http://www.prnewswire.com/news-releases/putting-pizza-first-pizza-hutr-puts-the-fate-of-the-10-any-pizza-deal-in-the-hands-of-american-voters-93437199.html

What if your car could tweet and check in? It could be the ultimate mobile device or smart car and gives new meaning to the word auto.

I love a good summer road trip and Ford is testing some killer ideas with their “American Journey 2.0″ research project. They’ve teamed up with Intel, Microsoft and students from the University of Michigan to give their custom apps a spin. The apps connect the car to social media.

The road trip started in Michigan and ended at Maker Faire in San Mateo, California on May 22th.

Ford developed an app called “Auto”matic Blog which tweets from the car called @AJFiesta on Twitter. Another app auto check-ins at stops. It also looks for nearby sites to see like gas stations, restaurants and points of interest. They tweet pictures too (which are actually sort of funny in their nerdiness).

If Mark Cuban has anything to say about it – auto check ins from Foursquare are going to be the norm using face recognition software. You’ll have to curate your privacy settings but you won’t have to worry about manual Foursquaring.

A car that doesn’t tweet or checking in with Foursquare? That is so 2010!

Source: PRNewswire press release