Posted by Clare Blunt in Mobile Applications | 0 comments
Foursquare mobile application: the new Face-witter?
The latest mobile application to hit the screens of savvy smart phone users is Four Square; a concoction of social network and mobile game, Foursquare is aiming to take on the likes of Facebook and Twitter to become the next giant of the social network world. “But what is it?” I hear you cry…. Well, the mobile application, available on iPhone, Blackberry and Android phones was launched in the UK during October 2009, but has been available in the US for a year.
Foursquare works using GPS to register your location; you can then ‘check in’ to shops, restaurants, bars etc. (wherever you visit on your trip) to access reviews, tips and offers, and earn points within the application which can be traded for ‘badges’. Another feature of the application is the ability to become the ‘mayor’ of a particular location or town by being the most regular visitor; the mayor may be offered freebies or other deals by the venue as a reward for being a loyal customer. The makers of this application are marketing it based on 3 main premises:
1) Socialising with friends
When you check in to places about town your friends can see where you are and use Foursquare to find places nearby to go and things to do.
2) Getting tips and reviews on locations
The application keeps track of the things you’ve done, allows you to create to-do lists and will even suggest new experiences to seek out.
When you check-in to locations you’ll also find tips that other users have left behind, such as the best thing on the menu at a restaurant or advice on the next stop of a bar crawl. Users can also leave tips for others to discover next time they frequent the same place.
3) Unlock badges and major freebies
Users earn points every time they check in to places, with new locations and multiple stops earning bonuses. By earning a number of points, or visiting certain locations you can then unlock and collect ‘badges’. Consumers that pay regular visits to the same place have the potential to become ‘mayor’ of that location by being the most regular visitor. Mayors get special deals and offers dictated by the venue.
Will it take off?
It engages consumers, provides information from their peers and allows them to express an opinion on a global platform – all pluses given the current popularity of similar ideas such as twitter. However, it is limited to smart phones so the same constraints apply as any mobile application regarding penetration and uptake. Also, it must strive to not get lost in the application jungle, as consumers are bombarded by new games and features every day. The participation of large retailers will also influence the success of Foursquare as a marketing tool as well as a social platform. The first major UK brands to get on board have been Debenhams and Domino’s pizza, but whether more are to follow will depend on the uptake of the application by consumers as smart phone penetration increases.
What does this mean for brands?
For the brands participating in this application the benefits include increased footfall and a network of advocates for the company who will talk to friends about the brand as well as leaving ‘tips’ on the foursquare network for others to pick up when they’re in the area. They can also control visitors by offering deals at specific times or once a customer has ‘checked-in’ on a certain number of visits. This can help companies to understand and influence customers’ behaviour and help improve the customer experience. As with any social media platform there is the potential for users to post negative comments so companies must be prepared to take on that risk, and manage poor customer experiences appropriately. In terms of specific marketing strategy the Foursquare platform could become a key customer retention tool, as it naturally lends itself to rewarding loyalty. As the application becomes more popular and advances are made, the next stage is to utilise the consumers’ context as well as their location. Offerings can be made personal and relevant as well as being timely and attainable, leading to a more positive reaction from consumers and increased success for marketers.
