Location Based Service…?
“…is an information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device   . LBS services can be used in a variety of contexts, such as health, work, personal life, etc. . LBS services include services to identify a location of a person or object, such as discovering the nearest banking cash machine or the whereabouts of a friend or employee…They include personalized weather services and even location-based games. They are an example of telecommunication convergence.” (Wikipedia)
In an earlier post, Who Cares What You’re Doing?, I talked about people and their interaction with social media. People are naturally curious and it applies to Location Based Services (LBSes) like Foursquare. One would ask, why would I ever tell people where I am by checking into Foursquare?! I suggest reading Meredith Eaton’s article Top 10 Reasons People Check-In to Foursquare. You’ll understand why people are doing it; now let’s focus on her #10 point, growing your business.
In general, what has social media done for the brand of a business? It has brought back brand loyalty, local and word-of-mouth marketing. Big name brands are actively engaging their fans and followers, and small businesses are close behind them.
Take a look at Gap. They recently had a “Foursquare friends, Saturday only” promotion that they simultaneously promoted on Twitter and Facebook. Check-in, get a very consumer friendly discount. Read the article here, Gap Uses Foursquare For Unique One-Day-Only 25% Off Check-In Offer. With check-ins on Foursquare posted to Facebook walls and Twitter streams (with the users permission, of course), imagine the reach of all those viral messages during that Saturday.
Evaluate your business, be it consumer driven or B2B, and ask yourself, what can I offer those that check-in on Foursquare? What’s something special I can give the Mayor while here? You see, Foursquare is simply a game that people enjoy playing. Be ahead of your competition and use this game to your advantage. Give them something for playing and showing loyalty towards your business.