How Businesses Can Benefit from Foursquare

I’ll be honest – when I first heard about Foursquare, I really thought it was a fad that people would find interesting at first, but would quickly go the way of the dodo. I mean, who cares if your friend checks in at the local Ethan Allen on a Sunday afternoon on a search for a new dining room table? I guess I was wrong (and it’s certainly not the first time). This week, Foursquare is expected to reach 4 million users. That is a pretty significant climb considering that only 50 days ago they were at 3 million users.

As I read more about Foursquare, I become more and more interested in the platform and what it can provide from a marketing standpoint. Businesses both small and large are leveraging the social aspect of the program to get more customers in the door. A lot like Twitter or Facebook, it is designed to create dialogue between the brand and their customers. Location based services allow a brand to tap into user information and from there they can see how their customers are interacting with their businesses to create better customer experiences.

Its more than just offering discounts to get people to visit your establishment. Foursquare ties into Twitter so that a business owner can see what customers are saying about their brand. It creates brand advocates who have the power to influence their peers through any number of social media platforms.

With the recent launch of Facebook Places, it is hard to see what the future for Foursquare will be. They seem to have the strongest presence of all the location based services programs. I know I am a little late to the game, but I am looking forward to engaging with Foursquare and think it will be fun to explore my city in new way!

A Little Privacy, Please

Is public broadcasting of your personal information on the Internet now the norm? Should you no longer expect a certain amount of privacy when you get online? Can we now fully expect that when we post something on Facebook or Twitter that it is out there for the whole world to see?

Sorry, I realize I’m going overboard with the questions, but it’s just flowin’ today. The age-old online privacy debate is raging again due to Facebook and their “accidental” release of user information to advertisers though third-party applications. It seems to be a never-ending battle that is still subjecting users to their personal data being leaked.

We all know that this isn’t the first time that Facebook has been under fire. I found this recap on Mashable.com that highlights a very interesting history of Facebook and, what seems like, the incessant lack of control over their privacy practices.

Graphic created for Mashable by Lisa Waananen.

You know what? If you don’t want your information out there, be diligent in protecting yourself. Use privacy settings-that’s what they’re there for. Yes, there is a chance that some of your information will get out, but that’s the risk you take when you’re online. So, perhaps I just answered my own question.

The Great Gap Fiasco

Wow, if there was ever an opportunity to see the power of social media over a brand, this recent debacle with Gap and their attempt to change their logo would be the perfect example. The new design only lasted one week, but Gap learned a valuable lesson from the hatefest that ensued.

What were those marketers thinking? Sluggish sales in the past few years were no doubt part of the reason they felt the need to reinvigorate their image. But their logo is iconic, and I am by far not the only one that agreed. The blogosphere, Twitter, and Facebook were alive with outright condemnation of the new logo. The backlash was overwhelming prompting one displeased consumer to respond with “The Chilean miners are gonna FREAK when they see the new Gap logo!”

Is this Gap fiasco our generation’s New Coke? OK, maybe it’s not that extreme, but can you imagine if Facebook and Twitter would have been around twenty five years ago when Coke launched their reflavored formula? The point is that Gap, just like Coke, lost sight of who their consumer is and what they want. They got caught up in rebranding while forgetting about the brand equity that they already have established.

So, Gap has gone back to their old logo – you know, the comfortable, reassuring visual identity that we all remember from sweatshirts we’ve had since college. Smart move on their part-listen to your consumers rather than sit in a glass cage perched high up in corporate and think you’re making smart decisions based on a focus group.

Mobile is Essential

Mobile marketing is extremely hot right. Of course, most marketers are aware of this and I am not stating anything revolutionary here, but I was surprised to see some new numbers come out that predict that U.S. ad spending will reach $1 billion by 2011. The growth of this industry is staggering! The report also expects mobile advertising spending to reach $743 million this year, which is up 79% over last year.

So, what is behind the extraordinary growth? No surprise here – Apple and Google are leading the way with their mobile advertising network. Apple iAd and Google AdMob are two of the most innovative platforms that are driving the huge growth that we’re seeing. IAd was Apple’s answer to Google’s acquisition of the AdMob platform last year that focuses on premiums ad content for the iPhone, iPod Touch, and iPad.

What else is contributing to this growth? Smartphones, smartphones, smartphones. People are upgrading their mobile devices and by some point next year, it is predicted that the number of internet-enabled phones will surpass the number of basic-feature phones.

If your brand isn’t already engaging with consumers via mobile, it is time to consider getting on board. With so many emerging mediums to develop a campaign, whether its an app, mobile website, banner ad, or SMS text, there are multiple ways for a company to design a program that will best work to reach their marketing goals. As mobile devices become more and more ingrained into our daily lives, companies that aren’t embracing mobile advertising will be left out in the cold.

The Power of Consumer Reviews

I am just one of those people. I cannot make a purchase, visit a restaurant, or even choose a recipe without reading every review out there online. I use sites like Amazon, Yelp, and Epicurious because they tell me what real people think about the product or service. Of course, I have no idea who these reviewers are, but can only hope that they know what they’re talking about before I throw down $1,000 for a new TV.

A recent survey conducted by Channel Advisors show that reviews will influence 83% of all holiday shoppers this season. With more than half of the top retailers now featuring online reviews as part of their website, manufacturers are in a position to learn from this feedback. The voice of the consumer can have a direct impact on what products they stock and which merchandise will get featured in their advertising.

Ratings and reviews are a legitimate marketing tool that should be used utilized to drive sales while improving existing products, delivery schedule, and customer service. Feedback can be highly valuable for both consumer and marketer. Consumers can make a more educated purchase and marketers can learn more about customers’ needs.

A company can’t just implement a ratings and review system into their website and expect people will notice and start writing glowing accommodations about a product or service. Marketers need to consider the implications of user-generated content. There is going to be negativity out there, but how you handle those responses can define your company’s reputation; it’s about building trust and loyalty with consumers by actively listening and responding.

I’m a Fan of Guerrilla Marketing

I can’t help it, I love guerrilla marketing! You may not agree with me and that’s OK, but if it’s done well, it can be clever, fun, entertaining, and most importantly memorable. These inexpensive, small-scale exploits can create big impact on consumers overloaded with advertising messages. Mashable recently released their list of 10 excellent examples of guerrilla marketing campaigns, which I highly recommend checking out.

Absolute Vodka is known for their super cool print campaigns, so naturally their attempt at guerrilla marketing was as original and clever as they come. This stunt probably cost them all of $200 bucks and it was so simple in its design. Basically, they beat up some empty cardboard boxes and printed them with the tagline “ABSOLUT TEMPTATION” and released them on airline baggage carousels, giving waiting passengers the impression that the boxes had been robbed of their content.

In New York City, UNICEF endeavored to raise awareness about disease-infested water in underdeveloped countries by placing vending machines throughout the city that sold dirty bottles of water for $1. The major theme behind the campaign was that $1 buys a child clean drinking water for 40 days. The vending machines offered passersby options like malaria, cholera, and typhoid-flavored beverages. It was a clever way to expose the issue, and as a result, they saw a significant rise in donations to the cause.

The point of my story is that whether you’re trying to sell more vodka or raise awareness about a social issue, guerrilla marketing has the capacity to create exposure for your brand. It’s cheap and easily implemented. Don’t make the mistake of relying solely on guerrilla marketing to spread your brand, but rather it should complement your existing marketing strategies.

Wiki What, Wiki Who?

One of the latest new trends in online socialization I am investigating is the use of corporate wikis. Of course, everyone is familiar with Wikipedia, the online collaborative of articles written by authors from around the world, but the use of it as a marketing strategy is on the rise. According to a study by Gartner Research, in 2008, they predicted that more than half of all U.S. companies would have a wiki site by 2009.

From a company perspective, wikis can be an internal source for employee collaboration. It is a means by which individuals or teams can share knowledge, brainstorm, and pool resources. There is also a convincing use for broadcasting them externally as an open forum. Granted, this may not work for every type of business, but allowing your customers to interact with the company by providing insight, tips, or knowledge would go a long way in building brand loyalty.

A great example of a company that seems to have the wiki process down is Disney Pixar. According to their site, “Pixar Wiki is a collaborative encyclopedia for all of the amazing work of Pixar Animation Studios. The wiki format allows anyone to create or edit any article, so we can all work together to create a comprehensive database for all Pixar fans and take it to Infinity and Beyond!”

Brands that have a lot to say and depend on internal collaboration by employees are the best example of companies that should utilize wikis. Pixar is has successfully created a site that engages individuals and invites them to share their experiences and knowledge about animation. Companies that do it right can leverage the value of online collaboration to gain customers, create loyalty, all while getting feedback and advice about their internal projects.

Grouspawn, Are You For Real?

I recently posted about my love of Groupon, and last week CEO, Andrew Mason launched the new online dating side of his empire, Grouspawn. Despite being happily married, I couldn’t resist digging around in this site a bit to see what it was about.

At first glance, the site looks like a cheesy ad from the sixties, with retro prints and earthy color tones. Believe it or not, this site is for real. The first question in the FAQ section is actually “Is this for real?” Answer: “Yes. Unlike the moon landing, Grouspawn is for real. It’s really real. For real.” So, how does it work? If you meet someone from the site, use a Groupon coupon on your first date, and then have a child together, you qualify for one of two scholarships a year for $60,000.

Mason is known for being quirky and maybe even a little bizarre, but this latest foray into online dating seems odder than usual. But is it genuine or just a PR stunt? He seems legitimate in his mission to connect people in the bond of Groupon in order to “procreate, thus populating the planet with additional Groupon customers.” Here is a recent interview he did with TechCrunch Disrupt discussing the Grouspawn launch.

Besides just being a fascinating story, how does the launch of this site tie into emerging media? Mason has done something interesting here. He has designed a site that not only engages people socially, but it builds a lot of buzz for Groupon. People might think it is a joke initially, but once they find out its real and other people are actually participating, it could take off. Granted, with only 220 members to date, it’s not a roaring success yet, but Groupon followers are a loyal crowd, so the potential is there.

I only wish my first date with my husband had been over a Groupon. I sure would like that $60K for my future kid.

I Didn’t Forget About You, Linkedin

Since I have already discussed the other two major social networking powerhouses, it didn’t feel right to neglect the professional/business side of the social media family, Linkedin.

I’m not going to lie, I don’t love my job. I do realize in these tough times that I am very fortunate to be working, but that doesn’t stop me from dreaming about a new position with an up-and-coming company where my work is appreciated.

I have been a member of Linkedin for over three years and have steadily seen my contact list grow as I move through my career. Linkedin has been a fantastic source to stay in touch with old colleagues, read up on the latest industry news, and search for jobs. However, I recently came across an article from the New York Times that explores the ways that a business owner can leverage the power of Linkedin to promote their product. To be honest, I never considered how to use the social networking site from a marketing perspective.

Whether a large, established corporation or a small entrepreneur with a new product, Linkedin has the power to connect with a broad range of professionals. The NYT article profiles the success of Joanna Wiseberg and her company, Red Scarf Equestrian, who sells high-end handbags and accessories for horse lovers. Ms. Wiseberg has managed to connect to people all over the world and expand her business through the site by locating business contacts and prospects.

So, how can marketers utilize Linkedin to its full potential? Lewis Howes of the Social Media Examiner suggests five ways to market your business on Linkedin:

1. Used Linkedin Groups to connect to your target audience and generate new leads for your business.
2. Ask and answer questions through Linkedin Answers to help build powerful relationships with potential customers.
3. Host an event and promote it through Linkedin’s event platform.
4. Generate new leads and get in touch with the right people for your business through the Advanced Search function.
5. Once you have located a potential new customer, send them a personal message.

Is Anyone Out There (Who Wants to Read my Blog)?!

Creating buzz about a blog is no easy job, as evident by my amount of readers (sigh…). With nearly 100 million blogs currently in existence and growing, how can I possibly break through the clutter and get my voice heard?! So, my plan is to launch a little experiment to test three methods that I believe will create some much needed buzz about my blog.

1. Utilize social media tools to encourage readers to view my blog. There are the old standbys like Twitter, Facebook, and LinkedIn that I can link to my site, but as new platforms emerge, it is imperative to stay up-to-date. I plan to register my blog with sites like Digg, StumbleUpon, and Reddit, which I think could expose it to new readers. Also, another thing to consider is maximizing search engine optimization so that people can actually find my site when they search for information on for emerging media.

2. Contact successful bloggers with an already established following and ask to become a guest blogger on their site. Definitely need to do my research before making this attempt. For a blog focused on Emerging Media, I could contact the big guys- Seth Godin (Seth Godin’s Blog), Guy Kawasaki (How to Change the World), or Robin Good (Professional Online Publishing).

3. Offline promotion is another means by which I can promote my blog. I go to plenty of networking events, and it’s a perfect opportunity to tell friends and colleagues about my little project. At least I will know who my readers are. I could create business cards to distribute with my blog’s URL or at the very least include a link to my blog in my email signature.

I will keep you updated on the status of these methods and see if any one seems to be more effective than another!
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