I recently had an interesting talk with Dan London, who one of the smartest search marketers I’ve met. He sees a real problem with most of the geo-locating social media tools, as a consumer you’re often left asking, “what’s in it for me?” As a business owner, you may look at a tool like Foursquare and say. “Why would I use something like that?”
It’s a circle of uncertainty that feeds on itself. Here’s my pitch to both consumers and businesses.
How do I use Foursquare to promote my business?
Here’s how I feel businesses could benefit from an active and sustained use one of the geo-enabled tools: Foursquare/Gowalla/Tri-Out/Loopt.
Bars and Restaurants: This is an easy one for me because I’ve written an entire post about how The Pit BBQ in Raleigh is doing it right. They were on Twitter, and actually listening to what people were saying about them. When they saw people checking in using Foursquare, they jumped on the bandwagon and were the first place I know of in the area to offer a “Special Offer” when “The Mayor” comes in.
In case you’re not a Foursquare user, you can become “The Mayor” of a venue by checking in there more than anyone else. That is the base functionality of Foursquare, but what you do with that functionality is up to you. So what The Pit is really doing is rewarding one of their best customers for always broadcasting to his friends that he’s eating at The Pit. Smart.
The cost for The Pit is a freebie every so often, but the return is a super targeted advertisement sent out by a happy patron to all of his friends who are already more likely to listen to that message than a radio or television ad.
I think any restaurant that isn’t using the geo-tagging services is falling behind more than the other types of businesses. A bar or restaurant need a buzz to stay filled, if I know my friends are always eating or drinking someplace, I’m more likely to go there to.
Realtor: I haven’t seen this yet, but I think a smart realtor will start doing this and gain a large following. If I am either buying or selling my house, I would love to see what else my realtor is showing. A tweet like, “Showing a 3BR 2bath colonial – $249k – twitpic” might get some people who are also selling the house for 249 to see what the competition is. People looking to buy in that range will want to see the picture of the house. Having it geo-tagged also lets everyone know what neighborhood it’s in.
Realtors are everywhere, what else can they do to set themselves apart?
Home Security System and Cable Guys: I thought of this one after talking with my cousin who is a sales/installation tech. How awesome if I was on the schedule for an appointment and I could see that 20 minutes ago my tech checking out from his previous appointment 10 miles away.
All of these examples are just jumping off points. For example when the cable guy leaves one appointment, the customer service guy could call and check in to make sure everything went well.
Why should I bother using Foursquare?
This side of the equation can more complicated. Whereas I think all businesses can see some benefit from using one of these tools, I think a consumer can go either way. I’ll explain the benefit I see from using them.
1. Feeling Special: Last night I decided to go out to dinner with my wife. We decided that we would head to The Pit. At 5:15 I sent out the tweet below.
We arrived for dinner about 6 and were seated for dinner. First, the waiter remembered me from a Tweetup there a few weeks ago, then the manager came over to say hello. Both of those small actions go a long way in making anyone feel special. If that was the end of it, it would have been fine, but after dinner, I saw this:
That was pretty cool. It’s extra work for them to keep an eye out for me, then when they saw me and my wife arrive, to take a minute to send out that tweet.
Let me be honest that I’ve gone out of my way to help build my relationship with the guys at The Pit, but they’ve done the same, and not just with me, but with a large group of social networkers in the area.
Besides real tangible value, I also get some satisfaction from becoming “The Mayor” of places, especially when I can oust someone else. It’s a bragging rights thing.
Another nice side effect is getting the chance to run into friends while I’m out. By broadcasting my location to my friends, it allows them to come by and join up if they want.
I think in the end, it’s all about using tools that help you. I find value from these tools, so I’ll continue to use them.
D0 you use any of these tools? Why (or why not)?
Phil,
Great post and thanks for the kind words.
I’d love to find some insight on how these services are actively trying to integrate businesses into the service. I saw where FourSquare and Pepsi teamed up, but it was only a sponsorship of the leaderboard in one city (http://thenextweb.com/2009/12/07/foursquare-pepsi-team-charity/). I wonder if Gowalla is planning to add special drops for businesses. For example, instead of getting a “tea pot” you get a “coupon for free pot stickers w/order” or something similar. Gowalla is using the “drops” feature as a way to run their own contest http://gowalla.com/gift.
With the Twitter/Facebook integration of all of these tools, it makes more sense for a biz to move this type of hyper-local advertising up on their list of marketing efforts.
For me, it’s all about letting friends know what I’m up to. Yes, this is pretty narcissistic of me, but it’s no different than broadcasting what you are up to on Twitter or Facebook which everyone else does. I also like when seeing what my friends up to.
Last night my wife was playing with my phone when a push notification came through: “Phil is at The Pit”. She then chuckled and said “Damn, Phil really does love the Pit doesn’t he!”. How else could we make such insightful observations like this without geo-location networks?
From a business standpoint, I hope that one day my loyalties to the places I check in will pay off. I gave up Foursquare awhile ago so I can never be the mayor of a place. Hopefully businesses will treat Gowalla as an equivalent and maybe even create digital items that can be redeemed for real items.
I use foursquare. I like foursquare. It saves me time (in the instances when I’d otherwise be texting a list of people to tell them my location). However, what does NOT save me time is that there are 10 new services for the same purpose every day. I like when social media conveniences me, and I usually feel like it does, but it’s not convenient to check in on foursquare, brightkite, triout, gowalla and loopt.
I also like your idea for tech and cable guys to check in at their locations so that you have an idea of when you can expect them. However, PLEASE, PLEASE don’t check in at my home, anyone. I don’t need my address broadcast, thanks 🙂
I agree Dan, there’s so many cool things all of these services can do if they can get buy-in from the business community.
On that path, a service like Tri-Out may have a better chance to connect with local businesses and be more targeted.
Dunno. I’m still not sold on the whole idea of geo-locating. I can see were a few businesses can take advantage of this while its in its infancy, but what if all restaurants did this? At what point would it become background noise? Is this just a fad? What would happen if ThePit had 200 mayors? How many freebies can they give out?
Just call me Scrooge!
@Rob Miracle
There can only be 1 mayor at a venue.
I think if all restaurants did this, it would work for some, and not for others, like most things. Not every restaurant would be able to pull it off.
There are some rewards to being a great customer and you’ve shown how being there is the most important point. Word of mouth is always the strongest form of advertising for hospitality and restaurants and social networks have enhanced it greatly.
I had the same questions about FourSquare when it first launched and did a blog post (http://zen-marketing.blogspot.com/2009/10/foursquare-whats-all-hype-about.html) about should I check in at kids’ soccer games, grocery stores, etc. I found it to be more engaging after using it and discovered that there is more to it than geo location. It tells others what we are doing and where we are going. By creating badges and mayors it shows our friends and fans how much we really like certain places and you may be able to find us there frequently.
I have yet to receive a free meal or other reward but have witnessed others claiming their prizes. The real question is which one of these networks will survive? With Google not acquiring Yelp who will they go after?
Thanks for this post, Phil. I am a huge fan of @FourSquare. Frankly, the only reason I plan on making a trip all the way out to Raleigh anytime soon is so that I can check out The Pit. And that is in part because of all of the great things I hear about them through social media.
Same with Just Crumb and Cafe Helios to name a few. I trust those brands because I hear so much about them on the social web. And I really want to be the mayor of places. 🙂
I also think your idea of a realtor using FourSquare could be really innovative! Smart thinking, Buckley!
You know us Buckley’s are full of good ideas, or full of something anyway 🙂
I’m with you on the idea of trusting my social contacts enough so that I want to try the places they like.
FOr example, last night after eating dinner, we swung over to Shotbox, but it was closed, I was really disappointed because I had heard such great stuff about all their treats.
I have had the same trepidation about social media in general, i.e. Twitter, Facebook, all those; Within 24 hours of signing up for each I was rolling, all my doubts cast aside. I gave Foursquare a try for the first time yesterday, and it actually came pretty naturally. My first check-in was at a Hillsborough favorite, The Wooden Nickel, and immediately I had two comments from friends on my Facebook feed discussing their hot wings on the feed that Foursquare posted.
I agree, though… there seem to be too many of them already. I’m looking forward to TriOut, but I can’t see myself signing up for any others unless there seems to be a push among the Triangle-area Twitterers for one.
Great new APP opportunity…update 4-square, Gowalla, tri-out, etc via one interface.
Good idea Dan. This would have to be one killer app because I would still want to check and drop my Gowalla items.
I was once like Phil and I checked in with multiple services. I don’t know that there will ever be a clear winner in this competitive field. People are going to find a service they like and stick with it. As long as a service will push updates to Twitter and Facebook I don’t know how important it is to get all your friends on the same service.
Awesome post Phil, yes I too see value in using Foursqure as a consumer and for businesses. It’s a good way to engage with customers while they’re at your location, going to a location or just marketing to them in general by location…. Location! 🙂
Dan you’re right that is a great new APP opportunity…update 4-square, Gowalla, tri-out, etc via one interface. Let’s just say, one app out of the 3 is already working on that.
You can always count on Wayne to have some super secret inside information 😉
Right @1918, but you come in at 11:30 and become mayor. I come in at 11:35 and become mayor, then person’s X, Y an Z stagger in and each become mayor. If everyone’s visit counts are close, this could happen and now you’re out multiple meals….
Thanks for bring that up Rob, because I want to rant for a second about the whole “Mayor” system. I love Greek Fiesta. I go there for lunch every Friday. Despite me religiously going every week I can never be the mayor there because there is someone who goes 3 times a week. Does this make me a less valuable customer? Seems to me like the system is set up to only reward the most hardcore of customers. This makes me not want to play anymore because I know I’ll never win.
Les,
That is why I like the Gowalla drop system better, especially if a business has the option to drop certain items at certain times or items for everybody who checks in or special drops, etc.
I’d also like to take the time to rant (again) about people checking in at home. Cut it out. Unless I can come in and raid your fridge or play with your cat, stop it. It just takes up space on my screen when I’m looking for what is around me.
@Rob – I’ve seen that exact thing happen at the Pit when I show up and Jeremy came in behind me. But, like I mentioned before, the restaurant is still in control, and at a place like the Pit, they know both of us and can react accordingly
@Les – I sort of agree with Dan that Gowalla has the potential to be a smarter system, but I still always fall back to my mantra of – the person watching the social networks should see that you check in every Friday and reach out to you. I’m no longer the mayor of The Pit, but I still feel the love as a “valued customer”.
I also love Greek Fiesta, my wife and I used to go there at least once a week, and they got to know us just from us being in there so often. There has to still be that human part of “the game”.
@Dan – you’re welcome to come grab a beer out of my fridge next time you’re in Holly Springs 🙂
Well….it is Holly Springs, so there probably isn’t more than one location listed in your approximate 15 mile radius, so it isn’t an issue.
Thanks for this… I signed up for Foursquare but hadn’t really gotten into it yet. First being that I use an old-skool phone (a KRZR), but I’m more enthused now to figure out the great social side of using it. 😀
Agreeing that 4-square and similar geo-location apps provide rich opportunities for businesses and customers to connect and create rewarding relationships. My mind, however, still goes to the many risks of broadcasting your location and plans. If you are heading to The Pit with your wife, chances are good your house is unattended providing opportunities for unscrupulous folks to create a situation which casts you in the role of victim. Not that I want to be as scrooge in these things – I am just saying – be aware of the risks.
@AshleySue – Using Foursquare via SMS is kinda lame compared to the smartphone apps, but it works and you can still have fun.
@TwitterFools – There are risks, I agree, but they can be limited to whatever your comfortable with. I don’t have to choose to tweet out, I can keep it just within my Foursquare friends – which I keep much smaller than my Twitter connections, or I can check in and choose to stay off the radar all together.
The funny part is that the only time my house has ever been broken into is when I didn’t broadcast where I was!
Hehhae I have a feeling that once you go iPhone and such, anything SMS is lame. 🙂 Until 2020 when I get a fancier phone (which all of you guys will have phones that do your hair and turn into an airplane by then), I’ll do what I can with SMS, I guess.
Checked in my first place today… giving it a test whirl. 🙂
JUST read this article about Stagler: http://www.readwriteweb.com/readwritestart/2009/12/stalqer-aggregated-almost-live.php