Part 3 of my series on FourSquare was very long in coming, but I hope you will find it to be worth the wait. I recently had the opportunity to interview Matt Weygandt, co-owner of the Barriques Market in Madison. I had inquired to my Twitter followers, who in Madison was using FourSquare for business? Barriques was repeatedly the answer I received to my question. Barriques offers check-in specials and mayor specials for FourSquare users.
I was already going to be on the road with Wendy Soucie and Ellie Humphrey of the Social Media Club and Social Media Breakfast groups I belong to in Madison for our #LincolnDriveBy Social Media road trip, so I asked Matt if you would be willing to be a stop on our trip and also let me double up and do a quick video interview regarding his use of FourSquare. Matt was a very gracious host, and an excellent interview subject with lots of great insights. See the videos below or view them on my YouTube channel. I welcome your comments.
I recently volunteered to participate in a discussion panel about starting Social Media efforts from scratch. I thought it would be helpful for me to put my speaking notes into the form of a blog post for easy reference for those in attendance and for my own records.
Educate Yourself: The good news is if you are reading this article (and/or you attended the event I mentioned) you are already doing it right and seeking knowledge from others. The whole spirit of Social Media is to share with no expectation of an immediate return (or any return). Sharing for the sake of sharing is encouraged and very often the norm.
Ask questions in your chosen Social Media channels, you will be surprised with the amount of information people are willing to share and the generosity of many of your peers.
Secure Your Identity: I can’t stress this one enough. Decide how you will present yourself, as a person, as a brand and/or both and secure your Twitter handle, Facebook fan page, LinkedIn company profile and/or personal profile. There are other channels of course, but those are the big three. Hopefully you have already secured your domain name with the same thoughts in mind.
If you are looking to build your network be sure to use a current photo in your profiles so people can easily identify you. Avoid using drawings or logos for your profile picture unless you are representing a brand as the brand and not a person.
Pick a handle/username that represents you well and be consistent in its use whenever possible. You will need 25 fans on a Facebook fan page before you can get your own custom URL.
Don’t cross post from one platform to another as a rule, in other words don’t populate your Twitter feed from Facebook, this is annoying to fans/followers for several reasons. First, this behavior suggests a lack of commitment to communicating. secondly it usually creates a link to an article with the exact same content your fans/followers just read on Twitter. Lastly, it is not that hard with tools like HootSuite and TweetDeck to manage your social media from one dashboard, so do that rather than cross post.
Formulate a Social Media Policy and a Social Media Plan: These things are definitely tied together but also definitely very different. A Social Media Policy will help you decide how your company will use Social Media, what you will and won’t talk about, and how you will respond to your fans/followers. A Social Media Plan will help you align your Social Media efforts with your company beliefs, mission and values as well as set measurable goals that you can track, measure and reset as needed.
Identify who will carry out your Social Media efforts and empower them to engage with your fans/followers.
Allow free access to social networks and set clear expectations as to how employees are expected to conduct themselves in these channels. Be sure to include an “all opinions are my own” clause in your policy so employees both identify themselves as an employee, but also take responsibility for their own actions.
Measure your Social Media efforts using tools such as Google Analytics, Hub Spot’s Grader Tools as well as Facebook Insights. Don’t be afraid to steer the ship in another direction if something is not working. If you are planning correctly and tracking your efforts you should be able to make small adjustments rather then drastic changes.
Follow your competition and see what they are doing better or worse than you. It’s OK to borrow ideas from your peers and make them your own, and you can bet they will be watching you too.
Share, Build Relationships and Then Transact: Start using your newly found Social Media toolbox and jump in head first. By sharing and adding value with quality content in your Social Media feeds and your Blog (if you have one) you will earn the trust of your followers and begin to build a strong network. Only after you have shared, shared and shared again can you ask your network to buy, donate, volunteer. If you try to skip straight to the transaction you will lose your audience and their trust.
Get past the hurdle of immediate gratification and cultivate long-term relationships with strangers who may or may not ever transact with you. This seems to be the toughest concept to grasp when starting out. If you are looking to generate hot leads instantly you may be disappointed. If instead you are looking to build a base of enthusiastic followers who keep you “top-of-mind” in your industry you are in luck.
Share articles of interests on your blog or simply re-tweet something that somebody else wrote. Be sure to “Like” lots of things on Facebook, this elevates the rank of posts and increases visibility for your friends and pages you are following. Remember that “Liking” something is FREE and again in the spirit of Social Media you will do this with no expectation of a return.
Ask (both open-ended and specific) questions to your network and thank those that respond, recognize those you follow with @ mentions within your networks and give congratulations to others on their accomplishments.
When you finally transact, remember how you got there, track your efforts, thank your customers, thank those that referred them to you, share the tools you used that helped you find success, continue to do all of the above and lather, rinse, repeat.
The quick and dirty answer is anyone who owns a business that sells a product or service where customers actually visit their place of business (in other words, location-based businesses).
Specific kinds of businesses that can benefit from using FourSquare include restaurants, retail shops, hotels, bars and really anywhere customers can eat, drink, sleep or shop.
According to FourSquare:
FourSquare aims to encourage people to explore their neighborhoods and then reward people for doing so. We do this by combining our friend-finder and social city guide elements with game mechanics — our users earn points, win Mayorships and unlock badges for trying new places and revisiting old favorites.
The Social Media Breakfast Madison group meets the third Wednesday of each month at Talula restaurant in Madison. With 40-50 active social media professionals visiting this location each month, Talula is an example of the kind of business that’s perfectly positioned to benefit from location-based social media tools. Why not take advantage of the no-cost or low-cost opportunities to reward these very eager social media users for frequenting the venue? FourSquare and Twitter provide easy ways to promote your sales or specials, build loyalty by offering up badges or other rewards, or simply make it easier for satisfied customers to spread the word about your business in an @ mention or direct message on Twitter.
One business that really gets FourSquare, and has used it to its advantage is AJ Bombers in Milwaukee. This business actively engage with customers on FourSquare, Twitter and facebook. AJ Bombers has become not only a popular location in Milwaukee for burger enthusiasts, but a place that techies and the Social Media savvy seek out due to the restaurant’s enthusiastic embrace of FourSquare and Twitter.
According to FourSquare, businesses can and should use some of the following ideas to increase customer engagement:
Mayor Specials: unlocked only by the Mayor of your venue. Who’s the Mayor? It’s your single most loyal customer! (the user who has checked in the most in the last 60 days) (“FourSquare has deemed you the Mayor? Enjoy a free order of french fries!”)
Check-in Specials: unlocked when a user checks in to your venue a certain number of times. (“FourSquare says you’ve been here 10 times? That’s a free drink for you!”)
Frequency-based Specials: are unlocked every X check-ins. (“FourSquare users get 20% off any entree every 5th check-in!”)
Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. (“Show us your FourSquare Swarm badge and get a free drink!”)
So aside from businesses who want to increase traffic to their venues and gain customer loyalty through the competitive gaming aspect of FourSquare, others who should use FourSquare are those who want to play the “mayor game” and earn “badges”, “rewards” and the bragging rights involved with all of this.
FourSquare users can promote their favorite business simply by checking in, but can and should also offer tips about these venues. In the spirit of social media, this is all done with no “expectation” of a return. But, if used correctly, FourSquare provides a built-in reward system for dedicated users. The reward for businesses is continued patronage by their loyal fans and free marketing courtesy of their best customers.
Hopefully this clears up some of the confusion as to Who Should Use FourSquare. Check back here soon for: 4 Blog Posts About FourSquare: Part 3 – A Case Study of Successful Engagement via FourSquare.
I find it a bit amusing that that my two sources are a newspaper web site (which makes mention of declining readership) and a Social Media blog (which states the importance of traditional media).
I also find it amusing that many of those who will make the statement that “traditional media is dead” are also the first to tweet or blog and brag about being featured in a magazine piece, newspaper article or television show/segment. I am a big fan of all things new and techy, and love social media, but I don’t think we should be dancing on the grave of traditional media just yet (so to speak).
I tend to think of Social Media as Undead. Being a big movie buff and a fan of zombie films I can’t help but compare traditional media to the zombie hordes that will surely be on my back porch when the zombie apocalypse arrives (my backyard is next to a cemetery). While traditional media appears to be dead, it is actually still quite animated and if you move too slow it will eat your brains.
Like many of you I have asked myself the question: “Who has time to blog?”. I was fortunate enough to attend the most recent Social Media Breakfast: Madison event at the Talula restaurant in Madison, WI. One of our presenters, Tom Marks of TMA + Peritus made several points which have inspired me to start actually writing my blog rather than letting my twitter feed populate WordPress.
During Tom’s presentation he addressed that very sentiment (being too busy to blog), and his response was this: If you follow the “Rule of Three”, which according to Tom is to aim for writing a blog post made up of at least three paragraphs of at least three sentences each, you are well on your way to writing more original content than most blogs contain. Considering many blogs today are really just content copied and pasted from other web sites, articles and blogs I have to agree with Tom. Tom also stated that writing an effective blog post could be accomplished “in the time it takes to wait for a haircut”, and claims his last blog post was done in exactly that fashion.
With this in mind I did a few Google searches and found three (I sense a trend here) articles of interest related (somewhat) to this post.
It did take me a little longer than I might wait to get a haircut to write this, and I also borrowed much of my content, but I did use the articles I am linking to (and Tom’s advice) as guidelines, and I expect I will get faster and more original in my blog posts in the future.