Tag Archives: Foursquare

What will be hot in 2011?

More and more people are sharing their thoughts, receiving “up-to-the-minute” news updates, and taking advantage of deals and promotions from businesses. The idea being that if you receive it, then you can share it.

In addition to sharing thoughts, news, and promotions, people have begun to share their location by “checking in,” alerting followers to their whereabouts. Often using mobile devices to check in, these programs use GPS technology to share your location with others. Tap your device to check in when you patronize a business or arrive at a certain location, and your location is immediately shared. This type of sharing seems to be popular, as Foursquare, a location-based social networking site, logged more than 380 million check-ins, and grew 3,400% in 2010.

Mobile applications allow consumers to be in two places at once. It’s simply not enough to target your consumer in the store. In addition to the offline communication, one must penetrate the online market and connect directly with the consumer. Signage in your store to promote a new product must coincide with communication on a mobile app offering a discount. The ability to scan barcodes for that night’s ball game tickets can also be used to promote the concert that will be held at the same venue next week.

What do you think is going to be a hot trend in 2011? And, how will you break through the clutter?

— Jonathan Ginburg, Sr. Account Executive

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Filed under Social Media

Marketing in the New “Mocial” Environment

The marketing buzzword of 2011 will likely be “mocial” – the convergence of mobile and social media.  Mobile technology encompasses speed and accessibility, and social media enables people to stay connected.  Merging the two fits today’s new cultural communications environment, where time and attention reign supreme.

Most brand managers understand the power of social media and have incorporated at least one social media tool to communicate with customers.  This is definitely a step in the right direction.  Seventy-five million of Facebook’s 500 million customers follow at least one brand or company, and nearly 50% of Twitter’s 190 million do the same.

Meanwhile, the use of mobile devices has grown exponentially, and recent statistics prove that mobile users are much more likely to engage in social media.  Currently, there are more than 200 million users accessing Facebook through their mobile devices, and these users are twice as active on Facebook compared to non-mobile users.

Building a personal relationship via mobile is a surefire way to influence customers and their buying behavior.  The power of mocial is the ability to reach people at key decision-making moments.  A Harris Interactive poll recently showed that of consumers who receive some form of permission-based text marketing from a company, 34% said the messages have made them more likely to visit the venue and 27% more likely to make a purchase.

Mocial marketing offers an opportunity for a company to interact with customers, rewarding them when they visit your location to make you aware of their interest in your products or service.  Other ways to engage customers include: discounting/couponing, instant feedback, interactive competitions and flash events.

Domino’s Pizza is one company that has capitalized on mocial marketing and reaped the benefits.  It attributes a 29% increase in 2010 pre-tax profits to an effective use of promotions on Foursquare.  Companies that follow in the footsteps of Domino’s Pizza and put a sound strategy behind mocial have an opportunity to make significant financial gains of their own in 2011.

— Debbie Dryden, VP, Thought Leadership

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Filed under Customer Experience, Social Media