Over the summer I’ve been managing the social media accounts of clients in a wide range of industries, from restaurants to spokes-rappers (seriously) to professional organizers. I’ve learned some things along the way, and since I’ve written about using social media as a business before, I think I’ll make some observations about how it works in reality. I’ve been on the frontlines of the social media landscape, and from my trials and tribulations come the following lessons.
| Why your business should embrace location-based social media |
The other day, an article came out with the title “Study Says Most Marketers Should Forgo Foursquare.” Naturally, a title like that is going to entice me to a read it. It explains that only 4% of adults use the location-based social media service, and 80% of the users are male. It also stated that 70% of users are in between ages 19-35, and 70% have college degrees or higher. Now, do these stats sound like a dead zone for marketers? Of course not! If anything, these stats are conducive to huge growth in the future, as the millennial generation grows older and Foursquare becomes more popular.
Think about it; what Foursquare does is entice consumers into your place of business, restaurant, or bar. It creates competition to see who can visit your venue the most. I’ve talked about Foursquare before, but this time I want to talk about how businesses can use it to increase their revenues. I recently read an article about how you can use Foursquare as a marketing tool, and it gave me some ideas. In the article, Danny Brown mentioned that you can use it as a cross-platform tool (enticing people to go to a bar after a movie, for example). Here are some other ideas on how to monetize Foursquare for your business, beyond just having specials for the mayor.
Loyalty Program: Use it as a reward for stopping by more than once. Make a special that says you’ll get something for free (or a discount) on the tenth time you go in. Entice the customer to continue to come in, and reward them for frequency. This allows more than one person to be incentivized for frequency, while still letting one person continue to be mayor (regardless of the prize, it IS fun to dethrone a mayor).
Swarm Party: Believe it or not, one of the more innovative Foursquare ideas I’ve heard of came out of Milwaukee. AJ Bomber’s has used Foursquare very well, and more restaurants should take notice. Bomber’s had an idea to host a “Swarm Party” on a Sunday. Basically, they offered the possibility of a coveted Swarm Badge (for those not in the know, you get one for checking-in to a venue with more than 50 other Foursquare users). 161 people showed up, and everyone got their swarm badge. Additionally, this stunt increased sales by 110%. Your business could go further and say that everyone in the building gets a free drink if you get enough people for a swarm badge. Even if less than 50 people check in, you’ll still have a decent-sized crowd ready to spend money. This is just a case of people lusting after something with no inherent value; consumers will gladly spend money if they get a chance at a swarm badge.
Check-in With a Friend: Have a special that rewards bringing new customers in. If you can show them that you’re bringing a friend in and it’s their first time checking in, reward the word-of-mouth with a special. This is easy enough to prove (and, I’m assuming that as the software becomes more advanced you’ll be able to track the number of people checking-in to your business), and it promotes new business.
Obviously, there’s a very large space for innovation and creativity when it comes to using Foursquare as a marketing tool. As the stats say, very few people currently use it, but that number is growing. The great thing about technology like this is that the possibilities for using it are endless; all your business has to do is embrace Foursquare and get to work counting your money. Let’s hear it: What are some other ways you think businesses can use Foursquare as a marketing tool?
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