Case Study: Using Foursquare to Increase Foot Traffic

How does the owner of a business with minimal signage and a hidden fourth-floor location encourage walk-in business? For Tom Elliot of Idea Greenhouse, a co-working office space for entrepreneurs and startups in Durham, New Hampshire (pop. 14,638), location-based services have been key. Elliot uses platforms like Foursquare, SCVNGR and Yelp to let people working in coffee shops know that a more attractive group workspace is available nearby.

What kind of role do location-based services play in your marketing?
We are present on all the LBS sites that offer visibility to the business. We’re a new business started in March, and I thought this was a very low-cost way to get visibility for a brand that’s really unknown. We’re up on the fourth floor of a brand new building, so we can’t have great signage and we don’t have walk in traffic. The next best thing for me is to have Idea Greenhouse listed on all the various social networking and LBS sites. Someone who might be checking in on Foursquare at the coffee shop down the street will have the option to check-in at Idea Greenhouse and go, “I’ve never heard of that. What is that?” I think of [Foursquare] as a discovery tool. I actually think that Google+/Latitude—their check-in function is probably going to be the most useful discovery tool for us. More people are using Google than Foursquare, and the Google+ phenomenon—they haven’t talked about it, but the whole check-in aspect and who’s posting nearby is going to become very powerful.

How do you measure the effectiveness of an LBS platform?
I find the lack of measurability of visibility on these networks frustrating. I’d love to know how many people click through on Foursquare, for instance. Obviously, I know who’s checked in and I have that data, but it’s pretty low volume for us. You have to work hard to get up here on the fourth floor, so that’s why I use these tools to gain visibility. The other thing I’ve done—and I don’t know how Foursquare is feeling about this—is I’ve gone around and left tips at a number of places nearby where people work, like the back of the coffee shop that doesn’t want you there. I leave tips at all these places, like “Hey, this is a great place to get coffee. Come check us out if you want a place to work.” At some point, Foursquare might start to view that as spam, but at the moment I think they’re happy to get people leaving tips.

What other LBS platforms or networks do you use besides Foursquare?
I use Yelp, which I think it is a dark horse in this game. They are really working hard to get people to use them as an LBS system more than just for online reviews. I was on SCVNGR for a little while. I think there’s a great opportunity there. It just takes more energy than I’ve had to set up the quests or missions around town. The [networks] I pay the most attention to are Foursquare, Yelp, and Google Places. The Facebook thing is interesting, but it’s clunky for us. The way Facebook approaches location—I’m sort of amazed it hasn’t gone through the roof given the user base.

Do you ever use paid advertisements?
I have run ads on the Google Places system, but not with great success. I found the cost-per-click astonishingly high, but I was also competing in a fairly crowded space. I was competing for the keyword on “office space,” so that puts me up against the big realtors. The LBS advertising opportunity on Google is evolving all the time. My hunch is that over time that will be a place where I will want to put some advertising dollars. At some point, I think Yelp could be the same. Yelp has really valuable content and you can check-in. Facebook has my social graph and you can check-in. Foursquare is just checking in. I did do a special for Foursquare Day where I gave anyone who checked in anywhere in New Hampshire or Maine on April 16th a free month of co-working here. I had three or four people redeem that, so that was a really valuable promotion.

Did any of the people who redeemed your Foursquare deal continue on with a paid membership?
That’s interesting—none of them have converted to a paid membership. I think that has more to do with where we are than what the Foursquare Day special was. There were folks who lived far away from here and who came in here to work. It didn’t make sense [location-wise]. I look at this stuff as the gateway to word of mouth, which is still the most effective marketing on earth. I had four or five really socially connected people who now re-tweet me, know about us, and feel supportive and excited about this place. So even if I’m not getting their $40 a month, it was worth it.

We are so early in what smartphones can do and what mobile, social, and local convergence will do for a business. The thing that will make LBS successful for us may not have even been invented yet. I have friends who say, “Facebook Places has failed. Nobody uses it.” That might be true in the last year, but five years from now will Facebook be a monster in location-based services? I’d bet yes. Facebook has such a strong market presence with retailers compared to Foursquare, but Foursquare users seem much more passionate. As a guy who uses all these services, I routinely say to myself, “What’s the point of checking in on Foursquare?” There’s not a lot of deals, there’s no coupons, it’s not like they have a sales force. I will not knock the community though. Foursquare users are super passionate, they are plugged in and connected, and they are the people you want to know.

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This interview has been edited for length and clarity.

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ShopIgniter Partners With Involver to Expand Its Social eCommerce Solution

ShopIgniter Partners With Involver to Expand Its Social eCommerce
Solution

Solution Enables Retailers, Brands and Interactive Agencies to Manage All Aspects of the Social Web

PORTLAND, OR, Aug 23, 2011 (MARKETWIRE via COMTEX) –
ShopIgniter, a provider of innovative social commerce software,
today announced a partnership with Involver, a social marketing
platform used by over 500,000 companies worldwide, to deliver an
integrated solution that helps businesses easily manage content,
commerce, promotions and analytics across the rapidly evolving social
Web.

The partnership allows online retailers and brands to manage all
aspects of their social Web presence, and measure the purchase
influence of consumers sharing information about products, rewards,
and promotions. The combined solution provides brands, retailers and
agencies a way to manage social Web applications and content
publishing through promotions, product merchandising and marketing.
Customers can personalize the experience and deploy best-practice
social Web content and commerce functionality with a custom look and
feel that represents their brand.

“ShopIgniter is focused on providing its customers with all the tools
they need to fully leverage the social Web,” said Matt Compton, CEO
of ShopIgniter. “With this partnership, joint customers will have
access to a wide array of social Web management capabilities to
engage their existing customers with meaningful content and
promotions, acquire new customers, create powerful brand experiences,
and drive eCommerce ROI across the social Web.”

“Executing campaigns across social media channels gives businesses
the opportunity to engage and activate people in new ways,” said
Jascha Kaykas-Wolff, SVP of Marketing and Customer Success of
Involver. “Partnering with ShopIgniter simplifies our offerings to
customers who want to more effectively manage and power multiple
components of social commerce, and measure the return on the
campaigns they run.”

ShopIgniter provides social commerce software that includes the
Social Promotion Engine(TM) to power shareable coupons, referral and
loyalty incentives, private and flash sales, group promotions and
social ratings and reviews; a fully transactional Facebook store with
in-stream purchasing; and social commerce analytics; all of which are
delivered via a cloud-based, social commerce platform.

Involver’s Audience Management Platform acts as a marketer’s system
of record, bringing everything from app management and wall
response/moderation to publishing updates and analytics into a single
intuitive interface.

About Involver
Involver is the solution of choice for the world’s
biggest brands trying to connect with customers on social networks.
Over 500,000 brands and agencies — including Nike, Facebook, Cisco,
and the NFL — use Involver to power their marketing efforts to a
combined audience of over a billion relationships.

Involver pioneered the first social app suite on Facebook and is now
leading the industry with SML(TM) (Social Markup Language), allowing
front-end developers to achieve pixel-perfect application
development. Involver’s Audience Management Platform acts as a
marketer’s system of record, bringing everything from app management
and wall response/moderation to publishing updates and analytics into
a single intuitive interface.

Involver is a Facebook Preferred Developer and a technology provider
for Facebook’s internal marketing team, with applications like the
Involver Leaderboard and Stories. Headquartered in San Francisco, CA,
with Offices in Austin, TX, and New York, NY, Involver was founded in
2007 and investors include Bessemer Ventures, Cervin Ventures and
WTI. Learn more at www.involver.com.

About ShopIgniter
ShopIgniter is a rapidly-growing, social commerce
software company. ShopIgniter helps retailers and brands activate
their customer networks to extend their reach and generate revenue
through social commerce efforts. ShopIgniter provides social commerce
software that includes the Social Promotion Engine(TM) to power
shareable coupons, referral and loyalty incentives, private and flash
sales, group promotions and social ratings and reviews; a fully
transactional Facebook store with in-stream purchasing; and social
commerce analytics; all of which are delivered via a cloud-based,
social commerce platform.

With customers such as Nike Golf, CafePress, Kaenon, and Portland
Trail Blazers, ShopIgniter meets the social commerce needs of a
variety of companies including retailers, brand manufacturers and
their interactive agencies.

More information can be found at www.shopigniter.com.

Media Contact
Aimee Quemuel
415-753-9005
Email Contact

SOURCE: ShopIgniter

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Copyright 2011 Marketwire, Inc., All rights reserved.

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