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Do You Play Foursquare?

by Drew McLellan  |  
January 25, 2010
  |  69 views seems to be this year’s answer to “what will be the next Twitter” and it’s only January.  Foursquare, if you aren’t familiar with it, is a location-based social network where users “check in” wherever they might be.

Whoever has checked into a specific location the most is crowned Mayor and part of the social network’s appeal is this sense of competition for the title of Mayor in key locations.

I can hear you already… "why do I care that you’re at Starbucks or the Mayor of the Bellagio?" Ahh, no wonder people are comparing Foursquare to Twitter.  The same question…why do I care?

I think it’s the wrong question.  I think the question we should be asking ourselves is “if we put our marketing hats on, how might we use Foursquare?”  I have no doubt that people will get quite creative, but here are some thought starters.

Give the Mayor his/her Due: Imagine the local pizza palace declaring that on any given day…if you are the Mayor of their palace, you and your party dine for free.  (Who wouldn’t love to announce that to your friends or the kid’s baseball team?)

Buddy Up: Imagine four or five businesses working together to create a fun scavenger hunt of sorts that requires you check into each locale…and then you enjoy some huge discount or prize package that features all of their offerings.

Newbies Welcome Wagon: When you check into the dry cleaners for the first time, those laundered shirts are just a penny each.

Share the Love: Check in at the local marketing agency and bring a canned good for the food bank.  For your trouble, you get a little temporary body art and a chance at winning a big prize.

Online and Off: The local radio station is doing a remote.  During the remote, if you check in and show your phone’s screen – you go into a drawing to win front row tickets to the hot concert in town.

Come on Back, Ya’ Hear: Check in at the local coffee house at least 4 times in the course of a month and you get free coffee for the next month.

Check in Specials: Using the Tips area…the local watering hole could offer happy hour specials, buy a beer, get one free specials etc.

Like I said…I am sure I’m only scratching the surface.  How about it…how might you put Foursquare to work?

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Drew McLellan's a 25+ year marketing agency veteran who lives for creating "a ha" moments for his clients, clients' customers, peers and audiences across the land.

Drew writes at his own blog, Drew’s Marketing Minute and several other hot spots. He authored 99.3 Random Acts of Marketing, co-edited the Age of Conversation series of books with Gavin Heaton, and he launched his own firm McLellan Marketing Group in 1995.

LinkedIn: Drew McLellan

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  • by Rob Laughter Mon Jan 25, 2010 via blog

    "Check in Specials: Using the Tips area…the local watering hole could offer happy hour specials, buy a beer, get one free specials etc."

    Foursquare supports check in and mayoral offers. Here's an example: Nearby specials are shown through the iPhone app as well.

    Businesses interested in running a promo can find more information here:

    And no... I don't work for Foursquare ;)

  • by Jim Banks Mon Jan 25, 2010 via blog

    I love 4 square, or is it foursquare?

    I think a few of the issues for now are

    - not every location gives good coverage
    - not everwhere is listed, you often have to choose the closest place, which isn't always that close
    - duplicate entries where people add things in
    - no vetting of locations being added

    For now the ideas above are great uses, but most retailers who might benefit have never heard of it.

    iPhone has a great App for it, but I am not sure other Smartphone providers are following suit. I guess the developers of it need money. Sponsorship of the locations might help the developers extend the usage of it with PR.

  • by Drew McLellan Mon Jan 25, 2010 via blog


    After sharing all that info, I suspect your job offer is coming soon! They're going to love you. Thanks for adding to the conversation!


  • by Kyle Wegner Mon Jan 25, 2010 via blog

    The problem I have with awarding mayors or those who check in often with something special is that, at this point in time, FourSquare can be gamed too easily. Want to be the mayor of your favorite pizza joint? All you have to do is sit on your couch at home and check in over and over.

    I think FourSquare has a great opportunity for these kinds of promotions, but until checkins are verified it would create a huge spam network instead of one that actually benefits both users and businesses.

  • by Karin Mon Jan 25, 2010 via blog

    I think you have some great tips. In fact, in Brooklyn, I believe, some mayors already get a first drink for free when they waltz in.

    Some of your examples are just waaaay too expensive to implement (checking in 4 times in exchange for free coffee for a month? That's a simply not worth it).

    Moreover, you disregard the fact that some people can cheat. I can walk into any coffee store and check in, but not buy anything or stay for an extended period of time (and stay by myself instead of bringing my posse in).

    Scavenger hunts and simple "first drink free" or even brunch discounts or specials announced ONLY via Foursquare are a more tangible solution at first.

  • by Lauren Chisholm Mon Jan 25, 2010 via blog

    Completely agree with other comments about the need to implement some type of regulation for the "check in" feature. I'm new to FourSquare and, like you, see huge potential for businesses. But if it is going to grow beyond just a passing fad it definitely needs to feel more legitimate. And if you can't access the site from your mobile device then there's really no point to playing.

  • by Beth Harte Mon Jan 25, 2010 via blog

    I am struggling with thinking of ways to use Foursquare for B2B marketing...the only thing, off the top of my head, I can think of is events or conferences.

    Anyone else?

  • by Maggie McGary Mon Jan 25, 2010 via blog

    I love Foursquare! It's a horrible pain if you live in the burbs like I do because almost nothing is already in their database of places--if I want to check in I need to manually add the name and location of the place. But it's fun--in a stupid "What's the point of this?" way. ;) But like you say, I can already totally see the point of it--from a business owner's POV it can provide a ton of data about who's visiting where, how frequently, etc, and from a players' POV it's great for discovering nearby deals, connecting with friends--I could even see implications for dating (hey, I notice we both frequent such-and-such--maybe we should met for a drink).

    I personally go to the movies a ton and see great potential for linking it with Regal or AMC's loyalty cards, where you could get points for checking in, for rating movies, discounts on concessions and/or local restaurants, etc.

  • by Royce Mon Jan 25, 2010 via blog

    I'm with a start up in the location check-in business - - We are targeting niche markets (vs. the 'gamers') for social networks, conventions/seminars, travelers. Our site gets decent traffic with almost no marketing via the Android/Layar Augemented Reality application ( We hope to be back on the iPhone within a few weeks.

    We would love to have ideas on how to better position our product as the 'non gamer' alternative to Foursquare!

  • by Royce Mon Jan 25, 2010 via blog

    Hi Beth, we were coming up with niche markets for location based services and events/conferences was high on our list. The traditional dating market would also be strong, as would travelers to distant lands...

  • by Ari Herzog Mon Jan 25, 2010 via blog

    Unsure what you mean by the term B2B marketing, there are many ways businesses can capitalize on geolocation tools like Foursquare and Gowalla. For instance, what if there was a clone intended solely for resellers? Every time a product is sold, the reseller gets 1 point. Every x points causes the reseller to be the "mayor" and be lauded across the seller's media. A different take of affiliate marketing.

  • by Cory O'Brien Tue Jan 26, 2010 via blog

    Drew - Patxi's in San Francisco is already doing your "Give the Mayor their Due":

    In terms of advertising potential, I think Foursquare and the rest of the location-based social networks can do for small, local business what Twitter has done for large, national businesses, which is provide a way for them to reach their audience in a new, direct way. (And for the smart businesses, deliver special offers through that channel as well.) Just look what Incase did with Gowalla:

    Like the thought starters that you outlined, there are a myriad of ways that businesses can use location-based social networks to promote to a local audience and reward loyal customers. The smart ones will be the companies that get out there and experiment early with the technology, so that by the time the mainstream catches up to the trend, they will have figure out what works to drive attention without giving away the farm, and will be able to use these new channels in smart, targeted ways.

  • by Beth Harte Tue Jan 26, 2010 via blog

    Dating and travel aren't B2B... I am talking about professional business people, not consumers.

  • by Beth Harte Tue Jan 26, 2010 via blog

    B2B = business-to-business. Resellers who sell to consumers (i.e. Target, Walmart) are B2C. I am talking strictly B2B (SCJ who sells to Target, Dell Small Business who sells to XYZ company, ABC manufacturing company who sells to Intel).

    To be frank, I am just don't see business professionals using Foursquare during their day. Specifically, business professionals who AREN'T already gadget-inclined and socially networked. I suppose that if there was money or discounts at the end of the day, some people might be convinced of it's use. Perhaps Dell Small Business could use it for small business owners to 'check-in' every time they buy something from their site, which could lead to discounts for future purchases, etc.

    Like I said, another application might be at a professional conference. Instead of flyers, promotions and premiums, Foursquare could be used. That said, you'd have to educate all of those attendees (who may or may not have an iPhone) on what Foursquare is, how to set up an account and why they should for that limited period of time. Again, there needs to be money or a valuable prize at the end of the day.

  • by Mike Templeton Tue Jan 26, 2010 via blog

    I've been playing with Foursquare for a few weeks now and have seen a significant uptick in local market penetration. That being said, the penetration is with users, not necessarily marketers or businesses.

    With the basis of Foursquare being a social game, I think it is much easier for B2C companies to find ways that they fit inside a player's experience. The check-ins I see people making are lifestyle-driven, which doesn't typically fit into a B2B market. Also, the offers and/or deals that could be offered are likely less attractive, plus they are still driven by someone being in a physical location. That's not to say that it's impossible for the B2B market, but it will be a very different approach.

    What I am most excited for is seeing more ideas like what Tasti D-lite has done with integrating Foursquare into their customer loyalty program. Those are the ideas that will continue to push marketers in understanding how location-aware tools may fit into their arsenal.

  • by harry hallman Tue Jan 26, 2010 via blog

    I have just started working in Four Square to see how it can be used from a marketing point of view. It is so early the numbers of people are small, but it does look like it has possibilities. If nothing else you can post tips to hlep spread the word, just as you do on twitter. We'll see how it works.

  • by Paris Daniell Tue Jan 26, 2010 via blog

    "Imagine four or five businesses working together to create a fun scavenger hunt of sorts that requires you check into each locale..."

    Ah the scavenger hunt; an advertisers dream. I would love to see a truly relevant scavenger hunt that leverages the Foursquare experience in a way that adds experiential value.

  • by lindsay o Tue Jan 26, 2010 via blog

    I have just started using Four Square and agree that it has a world of possibilities that extend beyond restaurants and coffee houses. I read this interesting post on how it can be used by real estate companies and agents also that I wanted to share:

  • by David Reich Tue Jan 26, 2010 via blog

    Drew, you ask in your post, “why do I care that you’re at Starbucks or the Mayor of the Bellagio?" The person using FourSquare has something to gain, whether it's being named "mayor" or getting something real from a location, as you suggested. But for those of us on the receiving end of endless tweets adding to an already overcrowded Twittersphere, Four Square just becomes more clutter or unwanted spam.

    I've already unfollowed several people who seem to overuse this new toy. And if I get too many FourSquare-related tweets that tie to a pizza or coffee chain, I may end up lumping them into the spammer category and look for other places to have pizza or coffee.

    For this to be a good marketing tool, it's got to have some benefit for all involved, including the recipients of all those messages.

  • by Drew McLellan Tue Jan 26, 2010 via blog


    I think that's the big unknown. What is a worthy prize (from both the winner and giver's POV) that will trigger the behavior? For some, a cup of coffee might not be worth it. But for others, just the glory of being Mayor may be enough.

    No doubt as you and others have mentioned -- people can cheat. But, as they cheat -- they are also broadcasting a business' address etc. to their circle of influence. So in some cases I am guessing the business may not care if the users are cheating or not -- they get the exposure either way.

    It will be interesting to see, for sure!


  • by Drew McLellan Tue Jan 26, 2010 via blog


    I'm wondering...from the "advertisers" point of view (the business offering the promotion) if they care if it's being gamed or won fairly?

    I suppose it depends on the promotion. But, if everyone is gaming it to win -- isn't the business still getting the exposure? Granted, they are not necessarily getting the traffic -- but again, that would depend on the business and promotion -- if that matters.

    This is all one big experiment at this point. It will be interesting to watch!


  • by Drew McLellan Tue Jan 26, 2010 via blog


    Thanks for jumping in. Who do you think will object to the non-regulatory nature -- the business owner who is offering the promotion or the users?

    Do you think people will game it just for the Mayor title or only if there's a worthy prize?


  • by Drew McLellan Tue Jan 26, 2010 via blog


    I don't think that every social media tool is equally suited for all audiences. Maybe Foursquare is more of a B2C tool.

    Of course, in the beginning we couldn't imagine Twitter having any functional B2B purpose either. Time will tell.

    Just for clarification -- Foursquare has an app for iPhone, the Droid phones and Blackberry -- so it's reach is widening!


  • by Drew McLellan Tue Jan 26, 2010 via blog


    I've been adding a lot of venues here in Des Moines too. Part of the fun for me is seeing other people begin to use the venues I've added. I know...geek.

    This is a natural for loyalty programs -- I agree. I think the other place we're going to start seeing it get active is in the events/conference space. How cool would it be to create some buzz around a specific booth or presentation via Foursquare?


  • by Drew McLellan Tue Jan 26, 2010 via blog


    I hadn't heard of your offering -- I'm going to check it out! What do you think is the biggest difference between yours and Foursquare?


  • by Drew McLellan Tue Jan 26, 2010 via blog

    Cory --

    I couldn't agree more -- this is a local business' dream. It works equally well on locals as well as visitors and depending on your willingness to get creative -- you could really create a ton of buzz with very little expense or pre-planning.

    I'm hoping that businesses that have felt left out of the social media hype will now see that there's a very viable option for them -- and try it!


  • by Drew McLellan Tue Jan 26, 2010 via blog


    Agreed - the uptick has been very noticeable in our neck of the woods. I'm hoping that early adopters (businesses, not users) are very quickly rewarded with lots of traffic AND some buzz among the influencers. I can see Mars Cafe jumping all over this, can't you?
    I've been wracking my brain to come up with some B2B examples or possibilities but I have to admit, it's been much more difficult than the easy B2C offerings.


  • by Drew McLellan Tue Jan 26, 2010 via blog


    I think this is so new that the possibilities haven't even been discovered yet.

    Much like Twitter's early days -- it will be the users who eventually evolve the tool. I'm looking forward to watching it. As you say -- we'll see how it works!


  • by Drew McLellan Tue Jan 26, 2010 via blog


    I couldn't agree more. I think right now, it's a case of the newness and people haven't figured out how to self-monitor/regulate the activity.

    I was in Vegas last week and thought I had disabled the Update Facebook option. So I went exploring one night and ended up hitting about 8 or 9 locations in a few hours. Unfortunately, I peppered my Facebook friends with all of that activity. (Several were worried about the volume and speed of my drinking!). I've since adjusted the setting so I don't subject anyone to all of my wanderings again.

    For me, it's like people who just broadcast all of their Tweets on Facebook etc. Bottom line -- you have to be considerate of your audience. Otherwise, as you suggest -- you're just creating noise.


  • by Scott Townsend Tue Jan 26, 2010 via blog

    From a B2B POV I am also hard pressed to ce up with any Foursquare applications other than tradeshow/conferences/events. But these arras have great potential.

    As far as the cheaters, I think there will be a self-policing aspect that will naturally occur. Gamers will eventually be found out and word of mouth/SM may take care of this problem.

    I am very excited for our B2C customers (mainly restaurants) to use Foursquare. I think businesses will understand the "turn your social life into a game" more readily than they understood how to use Twitter. This may be the app that pulls a large portion of B2Cs into the SM space.

    As always a great post and very thought-provoking.

  • by Drew McLellan Tue Jan 26, 2010 via blog


    Your company could become a real hero if you helped your restaurant clients figure this out. They're the perfect audience for this. They can reward loyal customers, lure in new ones and promote specific offerings or slow days.

    I'll be looking forward to hearing what you come up with!


  • by Joe Wed Jan 27, 2010 via blog

    I am a little perplexed by the excitement over Foursquare. I realize that it can give a business a lot of exposure, but the mechanics of Foursquare don't seem logical to me from a Marketer's POV.

    As I see it, Foursquare "rewards" someone who checks in the most, even though they may not necessarily buy anything from me or even be at my establishment. Why would I want to do that?

    Let's take a different view. Let's say Foursquare "rewards" someone who checks in the most and actually DOES buy something from me each time. Most likely this is someone who is going to buy something from me anyway based on the experience data that they always do buy something. So by rewarding the mayor of my establishment, I have actually given away a discount to someone who would have bought from me anyway without a discount. Why would I want to do that?

    Besides the exposure which is great (although my understanding is that Foursquare only has 200,000 users), I don't see how using Foursquare to reward customers will help my bottomline. Thoughts?

  • by Miguel Wed Jan 27, 2010 via blog

    If I am interpreting the this post correctly, then the whole point behind considering Foursquare is defining purpose. not joining and broadcasting your location for the sake of it. at the moment, I think that is what is happening. Broadcasting your at the office on Monday morning at 10 AM doesn't mean anything. So what. Am I wrong about that?

    What concerns me most about Foursquare are the implications it has with personal security. I have seen stories about people Tweeting that they are away from home and upon returning find out they were robbed. This community just seems a little too voyeur for me broadcasting every time I fill up my tank of gas each week or going to get my haircut.

    On the other hand, I have aspirations of doing something within the music industry. I could see, with limited and strategic use, having artists use Foursquare to share future locations of events or random "fan tweetups" while on tour.

    I will grant you, there are probably countless way to take advantage of using Foursquare, but people singing up and using Foursquare need to cautious.

  • by Drew McLellan Thu Jan 28, 2010 via blog

    Joe --

    All valid questions. I think all of this still has to be sorted out. I predict that the users will self-regulate a lot of these issues.

    I suppose ultimately if Foursquare doesn't provide value, it will fade away -- much like MySpace.

    I think that a smart business could come up with a worthy offer/special/enticement that would encourage people to actually make a purchase. I'm not sure how many people have time to drive around town, checking in just to check in. That might be a problem in the beginning but it would wear off pretty quickly.


  • by Drew McLellan Thu Jan 28, 2010 via blog


    Right now, I think everyone is just starting to figure Foursquare out. So, yes...I think there is plenty of "I'm at the office" check ins.

    I've thought about the security implications/concerns as well. I guess this is a little different in that most check ins are pretty short term (restaurant, coffee shop) rather than I'm on vacation sorts of updates. But, the risk are there.

    I think being cautious is probably a wise watchword when it comes to any of the social media tools that feel very personal and private but are in fact, quite public.


  • by Natalie Fri Jan 29, 2010 via blog

    I have Foursquare and it was interesting for a while. Another geolocation application that I've recently found that would work a lot better for marketing to consumers, and that already is doing so pretty well, is CauseWorld. Businesses donate money that gets donated to charities - you earn the money by checking into stores. As a user, now my check-in has value other than "I'm Here!". On the sponsor side, each check-in gets a user impression. Citibank and Kraft jumped on this opportunity early - they donated $500 k and now get thousands of impressions. And on the retail side, I'm a store that you can walk into to give money to charity. Much more powerful model- people are extremely passionate about causes, and knowing your check-in equates to real dollars makes it much easier to remember to check-in. And there's nothing preventing businesses or consumers from enjoying the same benefits that Foursquare offers its users- SMBs could start giving special deals for those with the most check-ins through CauseWorld. Or offer to give double points for checking in during the slow times of the day. Or offer double points when you and a friend check-in at the same time... So many possibilities.
    Anyway, great post Drew- always love reading about ways to tap into the potential of mobile applications.

  • by socialamigo Fri Jan 29, 2010 via blog

    I recently consulted on a project called - it's an aggregation tool for the less-tech savvy in the real estate and mortgage professions. Some of the initial questions have been when will we incorporate things like FourSquare and other geo-location apps.

    For most of our users, just the help this brings as a tool to market yourself with social networks can be a blessing - that's what we call Stage One. Of course, there are plenty of ways to keep developing and merging this technology with others, especially in the Geo-IP/QR Barcodes areas.

    What I want to understand is how FourSquare could be used in the real estate segment as a way to prompt more actual check-ins rather than the quick-360-video dismissals many buyers do over the internet now.

  • by Drew McLellan Sat Jan 30, 2010 via blog


    CauseWorld sounds like it has some interesting twists to it. As you say -- people like to do good. It's a strong motivator and it allows a business to build some cause marketing muscle as well. Especially if it was coupled with other offline activities.

    Clearly the one thing we know for sure is that geolocation applications are one of the hot trends of 2010. I'm looking forward to seeing which ones survive what will no doubt be an onslaught of new competitors in the coming months.


  • by Drew McLellan Sat Jan 30, 2010 via blog


    Here's a blog post that does a very nice job of explaining how it all works:



  • by Drew McLellan Sat Jan 30, 2010 via blog

    Amigo --

    In your project -- did you explore how apps like Foursquare could be specifically used in the real estate industry or are you saying you'd like to figure it out? Are there any regulations that would restrict how agents or a real estate company might use the tool?


  • by Raz Chorev Thu Feb 4, 2010 via blog

    Drew, we were just discussing this Foursquare thing this morning, at our regular tweetup - #nscm.
    my take was that foursquare might take over the local shop's loyalty card.
    Better still - not only for you, it could work like an MLM structure - the more friends you bring to your town (as a mayor or local resident), the more you earn. The more Badges you have, the more stuff you get for free, or for a good discount.
    Eventually - for retailers - a good portion of their marketing budget will go to customer advocacy - isn't that what we want as consumers???

    All we need to do now, is to go and educate the small business owners.
    Who's up for the challenge ?? :)

  • by Olivia Rabe Thu Feb 4, 2010 via blog


    Thanks for this post - I am a few days late reading it, but was prompted to look for info about whether or not I could use Foursquare if I switch from an iPhone to a Droid. Very happy to hear the answer is yes! Like everyone else, when I initially heard about Foursquare my question was "Why?" But then it just turned out to be fun and a little competition between friends. From a marketer's POV, I am already talking to some of my current and potential local, small business clients about using Foursquare to offer incentives to users. We'll see.

    There is a very valid point above about verifying check-ins. Personally, it wouldn't be fun if I cheated. But not everyone feels that way, especially when there is a free pizza party on the line!

    It will be fun to see how this progresses and what innovative ways B2B can find to use Foursquare as well.

  • by Robert Davis Mon Feb 8, 2010 via blog

    I've been checking in everywhere on Foursquare, Yelp and Gowalla for a couple weeks. I look like a big nerd, but have been enjoying the experiment to learn more about each app. One thing I have noticed is that Gowalla won't let you check in at a business beyond a certain distance from where you are - so no "sitting at home on the sofa checking in again and again." And I would expect any of these tools to tie serving an offer to the GPS location, not just the check-in.

    Posted on location-based business models myself recently:

    Let me know what you think.


  • by Drew McLellan Tue Feb 9, 2010 via blog


    First -- I agree that the check in from anywhere is going to be a deal breaker if Foursquare really wants to be seen as a viable marketing tool. So that will need to change.

    I'm like you -- I'm just playing at this point to get the lay of the land. But it's certainly created some buzz. Now the question is -- what's behind the buzz to sustain it.

    Great post -- thanks for sharing it!


  • by Carla Bobka Fri Mar 19, 2010 via blog

    Hi, just started playing Foursquare and I find if fun and have begun suggesting uses to clients.

    I want to address the comments regarding B2B value. What if you were a sales rep and you saw which of your competition had checked in on one of your clients. That's valuable.
    What if you are that business and you could create a way for your vendor reps to work better together to help you as a customer?

    Here's an example: I'm an IBM backup and recovery sales rep checking in at AIG's building where their CTO offices. When I check in I see that Iron Mountain's rep was there the day before? That changes how I talk to the client.

    Another example: I'm the print rep for AstraZeneca visiting their building in Wilmington and upon checking in I see that the DigitasHealth rep is there too. We can connect for an impromptu conversation about how each of us serves the same client and find synergies between us to speed the clients processes. We both look great to our client.

    Just my 2 cents!

    BTW-Drew, I used to live in DSM when I worked for Younkers. I'm a Quad-Cities girl relo'd to Philly. I still miss Seniomsed on Friday afternoons.

  • by Drew McLellan Sat Mar 20, 2010 via blog


    Excellent examples -- and a nice twist on Foursquare. Rather than driving sales or rewarding loyalty, in your scenarios, it's all about customer service!

    Thanks for sharing them!

    Enjoy not being in DSM today! We got a late season snow and everyone is quite grumpy! If you ever get back this way -- give me a shout and we can grab coffee!

  • by Steve T Thu Jun 24, 2010 via blog

    I think more business's need to create discounts or promotions for checking in. It can only help.

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