Andrew M Nathan asked: I admit that at first I did not see the point. I was not exactly sure how foursquare could be useful. Then I started using it, and realized it is just pure social networking fun. Moreover, it is an addicting form of social networking.
Why is it addictive? Definitely because of the points! It is a game to get as many points as possible for a system that does not even reward me monetarily for collecting these points. Every time I go somewhere now I want check-in and get 1, 2, 5, 6, and in rare cases 12 or more points.
If that were not bad enough, it is even more important that I get new badges. Everyone, I am Starbucks Barista, according to my Foursquare badge. I also have a badge for checking in during a Swarm(50 or more users in one place), my badge for being a local at various establishments, and recently I was awarded a badge for being on a Bender(checking in 4 nights in a row). Then there is the highly prized Superstar badge that indicates I have checked in at least 50 times. Now, that self-satisfying look aside, what do I receive from these badges. Nothing! In the real world, they provide me with nothing. On Foursquare, however, I have the pride of displaying this to my 150 plus friends on the site.
As you might be starting to understand from the explanation about points and badges above, Foursquare is succeeding and becoming a major player in social networking. It is because of how they have turned every day events into a social networking game. You get points that go nowhere and badges that do nothing, but people are using this system more and more every day for the pure enjoyment of tracking where they go all day long.
It is this addicting nature that can be found among consumers that is providing numerous reasons for businesses to start thinking about how to use it more effectively as a marketing tool. Let’s look at some strategies to do that.
First, do a promotion. This can become a huge marketing tool when used correctly. Imagine if every person who uses Foursquare shares their positive experience while at your business with their Facebook and/or Twitter network in order to get a discount on their next visit to your business. According to Facebook the average person on their site has 130 Friends and according to RJ Metrics roughly 27 followers on Twitter. That means when people share their information with their network up to 150 people could find out about your business from one visit.
Second, create a Foursquare event where people come to your venue to network, socialize, and/or enjoy themselves. While there, everyone who Foursquares your location can get in for free while those who do not have to pay $5. That way, your venue will possibly be listed as a trending place to visit and be more prominently listed on Foursquare during the event, so you can attract more attention.
Third, reward your mayor. Every location has a mayor. This is the person who has checked in the most at your business. Reward that person by providing them extra discounts or service that no one else receives. That way, you will create a super fan, someone who is aware that they are being treated special, because they use your services the most. They’ll be more inclined to share with their network. How great your place is because of their discounts.
However, you choose to promote foursquare just remember to keep it fun for your consumers. You have a number of different strategies at your disposal, so start using Foursquare today, before your competitors even hear about this social network and you will reap the benefits of being ahead of the curve.
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